The sinking channel of household appliances will usher in a round of business leap
From the brutal development driven by low prices to the intensive cultivation driven by good products, it is undoubtedly a new node of a round of business leap for the sinking channel of the rapid development of the household appliance industry in the past few years. It can make a difference in the sinking market by accelerating the improvement of retail service capacity. However, it is a major crisis for dealers in other channels that have sunk into the market.
"The operation and development of the sinking channel of home appliances in recent years, whether promoted by JD, Tmall, or Suning E-shop, are the biggest highlights of the development of the home appliance industry, which enlivens the sinking market, enriches users' choices, and increases competition. It is no exaggeration to say that if the product and service power of the sinking channel can keep up with the product lineup of the experience stores of the home appliance enterprises' own exclusive stores, the retail channels in the third, fourth, and fifth level markets will It's a big shuffle. "
A few days ago, some people in the household appliance industry made important judgments about the overall development of the sinking channel and the trend and impact of the sinking channel on the third, fourth and fifth tier markets when communicating with the household appliance industry. In his view, with the increasing attention and investment of household appliance enterprises and platform businesses to the sinking channel, new impetus will be injected into the development of the sinking market. In his opinion, the next step to sink the development focus of the channel will be from the expansion of the number of outlets to the improvement of the operation quality and the operation ability of outlets. The core change is that the sinking channel should be driven by the development represented by the price means and refined by the operation represented by the product service means.
Earlier, some home appliance channel merchants told the home appliance circle that, "Over the past two years, many home appliance channels have been sinking, but the corresponding products and services have not gone down together. This has caused a lot of confusion for many businesses and users in the sinking market. The business level believes that enterprises do not pay attention to the sinking market and businesses, while the user level believes that products of big brands are not featured and sold cheaply, which makes many first-line big brands have no advantages over the competition of third and fourth tier brands." 。
However, the home appliance circle learned that in the process of sinking channels and sinking market expansion of many home appliance enterprises, they did not have the ability, but did not make up their minds to sink a series of high-quality products, services and channel outlets together. In essence, household appliance enterprises are worried that too fast and too much expansion of sinking channels will impact the original franchise stores and dealer system of household appliance enterprises. So in the past, most enterprises chose to default to JD, Tmall and other platforms to directly put online products into offline wholesale and retail channels. During this period, household appliance enterprises solved the competition contradiction between different channels through the differentiation of product matrix, leaving some space for the transformation of the original offline channel authorized dealers.
However, since this year, many home appliance enterprises, especially Haier, Midea, Gree, Hisense, Fong Tai and other big brands, have realized that the development of the entire sinking channel is facing a round of major changes. First, after the completion of quantitative expansion, the sinking channel has become an important "fresh force" in the offline retail market of household appliances; Second, the sinking channel is not only facing a round of opportunities to develop in the fourth, fifth and sixth tier markets, but also bearing the burden of bridging many home appliance brands closer to the market and users; Third, a large number of sunk channel operators, whether out of their own development needs or due to the task pressure of franchisees, are seeking to transform their functions from wholesale sales to retail services.
So next, the key for household appliance enterprises to promote their business transformation facing the sink channel is to launch corresponding products and services facing the sink channel. It can not only be a single low price product, but also have more rich value, technology and experience products; The second step is to change from passive to active, standardize the market operation of sinking channels, and try to stagger the homogeneous products and price wars with authorized dealers of household appliances enterprises; The third step also needs to clarify the boundaries and objectives of business. Instead of grabbing the cake of business peers, it is to tap into the cake of a large number of families in the sinking market to "trade the old for the new", so as to realize joint market making.
Therefore, the biggest variable and opportunity of the household appliance industry in the next few years is how to use the sinking channels to activate the stock demand of the sinking market, such as "trade in the old for the new". From this point of view, many home appliance enterprises must promote and encourage operators of sinking channels to explore more business space, strategies and directions.
