Appliance circulation industry has entered another golden decade

E-commerce brings not only low-price, easy-to-purchase, but also changes in the promotion of industrial eco-environment. It will have far-reaching influence on brands, marketing and even manufacturing. The reporter learned from the “2013 (2nd) China Consumer Electronics Industry E-commerce Summit Forum” held in Qingdao recently that e-commerce has occupied three cents of the home appliance circulation market, and will further cause changes in the consumer electronics industry in the future.

E-commerce to seize the third world

China's home appliances circulation industry will usher in the second golden decade, and the share of e-commerce will reach about 30% of the home appliance market.

In the ebb tide of e-commerce, the consumer electronics industry stands out. According to data from China Yikang, China's household appliances circulation industry has developed into a trillion-dollar industry. Home grid purchases are in the ascendant, and the trend of commercialization of the household appliance channels under the offline market is accelerating. The Chinese home appliance circulation industry is about to usher in the second decade of development. It is expected that the market share of e-commerce will continue to expand in the future, reaching about 30% of the size of China's home appliance market.

Li Jinqi, Director of the Department of Electronic Commerce and Information Technology of the Ministry of Commerce, pointed out that China’s e-commerce has developed rapidly in recent years. The e-commerce applications of enterprises have been rapidly popularized, and network consumption has continued to grow. The influence and driving role of e-commerce on traditional service industries and traditional circulation industries has been increasing. .

The reporter learned from the China Consumer Electronics Industry E-Commerce Summit that the total amount of e-commerce transactions in China last year reached 8.1 trillion yuan, an increase of 31.7% year-on-year, of which online retail continued its explosive growth and the transaction volume exceeded 1.3 trillion yuan. At the same time, the e-commerce service industry is becoming one of the fastest-growing emerging industries in China, with annual revenue exceeding 200 billion yuan.

Zhou Qun, managing director of e-commerce research firm GFK Market Consulting (China) Co., Ltd., stated that through the GFK data forecast, sales of China's color TVs in 2013 will have a year-on-year increase of 9.5%, including offline market. The growth rate is only about 6%, while the online market sales growth will reach 70%. The proportion of online sales is expected to reach more than 9% this year. According to GFK data, in 2013, the traditional Chinese home offline market is expected to decline year-on-year, but due to the substantial increase in e-commerce channels in the white-market market, the entire traditional home appliance market has been “from negative to positive”, achieving a slight increase.

Huang Zhanyan, deputy director of the Taiwan Science and Technology Industry Alliance in Taiwan, revealed that currently 70% of sales of consumer electronics in Taiwan come from e-commerce. In the Taiwan region of China, changes in the service model affect the sales of e-commerce: if the product needs after-sales service, sales are mainly from the traditional offline channels. It is understood that in 1992, the Taiwan region started a program called "information teaching." Through this program, the proportion of people under the age of 73 who can't operate information equipment in Taiwan is already less than 30%, which greatly promoted The development of e-commerce in Taiwan.

Experts pointed out that although China’s e-commerce has developed rapidly, it is still at the initial stage. In the future, the Ministry of Commerce will vigorously promote demonstration and guidance projects, exert industrial agglomeration effects, encourage traditional production and distribution companies to make full use of their respective advantageous resources, explore the collaborative mode of online and offline, and support small and medium-sized enterprises in e-commerce application to enhance their competitiveness.

“E-Commerce will accelerate the transformation of the circulation pattern, and the integration of the real economy and the network economy will become the future direction of development. At present, a large number of traditional retail enterprises and brand manufacturing industries have launched e-commerce through third-party platforms or self-built platforms. At the same time, pure e-commerce companies are increasingly With emphasis on logistics services, further integration of online and offline will gradually mature in the future, and a new business model in which e-commerce and traditional industries are closely integrated is being accelerated,” said Li Jinqi.

Actively embrace industrial change

With the development of the Internet, the flattening of channels is an inevitable trend, and powerful companies will participate.

The rapid development of e-commerce will lead to the transformation and transformation of the consumer electronics industry. Sun Weimin, vice chairman of Suning Yunshang Group, stated that as more offline retail companies began to introduce and use the Internet's retail tools to transform, improve, and optimize the sales of traditional physical storefronts, it will usher in an era of Internet retail. This kind of Internet retailing will fundamentally reverse the cooperation of the entire industry chain and supply chain of manufacturers, agents and retailers.

"So, as long as we are actively transforming and trying out, Internet retailing has a lot of opportunities for entities. For Suning, the most fundamental change in the omni-channel retail integration of online and offline integration is that we have to transform ourselves into an Internet. Retail company." Sun Weimin said.

At present, a large number of traditional retail enterprises and brand manufacturing industries in China have launched e-commerce through third-party platforms or self-built platforms. Pure e-commerce companies are also increasingly focusing on logistics services. In the future, China's online and offline markets will gradually mature with further integration. New business models in which e-commerce and traditional industries are closely integrated are accelerating. This will undoubtedly greatly change the industry form and operating model of consumer electronics.

Sun Weimin stressed that Suning had already started to "go the same price both online and offline" in June this year. With the development of the Internet, the flattening of channels is an inevitable trend. He hopes that more and more powerful companies will participate in this e-commerce boom.

In fact, e-commerce has a great impact on the operation of physical stores. The physical store will be transformed from simple sales-oriented functions to display, experience, service, and sales. The image display of a physical store needs to include a variety of virtual displays. In the storefront experience, human senses, such as sight, hearing, taste, smell, touch, etc., are used in the physical storefront to become a virtual type. Experiential marketing.

Experts pointed out that in the era of e-commerce, all physical store personnel have to become the staff of the Internet era, accustomed to the communication of the Internet era. “From the past, we used to face-to-face communication, telephone communication, and text message communication to more and more use of e-mail, Wechat, etc. We must turn every salesperson into a circle of customers and representatives of the circle.” Sun Weimin Say.

In addition, e-commerce will promote the next generation of information technology to speed up the landing, providing application space for big data, cloud computing and so on. It is understood that the in-depth popularization of e-commerce has produced a huge scale, a variety of big data, big data will bring a qualitative leap for network marketing. Experts point out that the use of data mining can uncover data with marketing value from a wide range of data, and will promote the improvement and innovation of new technologies.

Therefore, more and more e-commerce companies pay more attention to dig deeper into the big data treasure house. With efficient information management systems, self-built logistics systems, and precision marketing based on consumer behavior, e-commerce will undoubtedly challenge the traditional service industry.