Tmall Premium High end Home Appliances Expo kicked off, opening a new retail track across the region

On December 27, 2023, Tmall Premium High end Home Appliances Expo kicked off in Shanghai. This high-end home appliance expo is the most popular industry event in the home appliance industry at the end of the year, attracting Haier, Midea, Hisense, TCL More than 200 brands, including Gree, the boss, Changhong Meiling and Linnei, gathered together to bring the latest household appliances of the enterprise, from high-end household appliances to the use scenarios of household appliances, providing users with a scene like experience of integrating products into life. At the same time, it will show users the new trends and development directions of the home appliance industry in an all-round way, and talk about the new blueprint of the industry development.

At the meeting, Tmall's premium products were combined Chinese household appliances Association China Home Appliance Network China Consumer Magazine, Ovi Cloud, Haier Zhijia, Midea, Tmall Home Decoration and other resource parties jointly released 《2023 White Paper on Global New Retail in China's Home Appliance Market 。 In the white paper, for the first time A new definition of a new retail channel for household appliances was proposed The development status and circulation channels of China's home appliance market were analyzed in depth, the user insights of the new retail market in the whole region were combed in an all-round way, the innovative model development of Tmall premium products in the new retail market in the whole region was combed in an all-round way, and the development direction of the new retail market in the whole region in the future was interpreted in detail.

Redefining the sinking market - "new retail across the region"

In the past, the definition of sunk market usually refers to the third tier and below cities, counties, towns and rural areas. In the context of new retail reform, the online and offline integration model represented by Tmall Premium continues to innovate and optimize, upgrade the service and experience in the whole process of commodity production, circulation and sales, reshape the household appliance structure and ecosystem of the sunk market, and improve the online service The offline experience and modern logistics are deeply integrated to tap the market value. Today, new retail channels such as Tmall Premium have expanded the online offline integration model to tier one and tier two cities. The concept of sinking is also being redefined, expanding and upgrading from "new retail in the county" to "new retail in the whole region".

Tmall family enjoys life The general manager was gracious. At the meeting Put forward the business strategy of integrating household appliances, home furnishing and home decoration. It also points out that this will bring new opportunities and challenges to the development of Taotian Group in the field of family life, and further enhance the competitiveness and market position of the company.

Tmall Premium Fan Weijun, the general manager, pointed out in the sharing of "Integrating Ecology to Foresee the Future" that in 2023 Tmall Premium created a multi-level offline market retail network, built a strong experience and service oriented supply system relying on the proprietary warehouse network and digital capabilities, and built a professional, intelligent, interactive and experiential retail store with consumers as the starting point to help stores expand online and offline business opportunities, Through the integration of the rich supply of more than 14000 products, the upgrading of boutiques and the store's main promotion strategy, and relying on the store to establish a global marketing user matrix, Tmall Premium will be able to serve 20 million families every year and reach 1 billion users every year through the global marketing matrix.

Insight of new retail users all over the world - pursuit of a better quality life

With the steady growth of China's economy, People's living water The requirements for quality of life are also rising. For the home appliance market, the demand of users for quality, that is, high-end home appliances, is rising. Ovi Cloud Network（ AVC) offline monitoring data shows that the high-end market share of most major household appliances has accounted for a high proportion, and the high-end market share of some categories has increased significantly compared with the same period last year.

The white paper points out that consumers' "three major" purchase motivations are new house decoration, product upgrading and home appliance replacement. With the development of the home appliance market, most of the traditional home appliance markets have become saturated. Entering the era of stock development, the demand for stock replacement with product upgrading and home appliance replacement as the core is the source of power for the growth of the size of the traditional home appliance market.

Tmall Premium Global New Retail Model Leading the New Retail Trend

From the perspective of channel change, in the development process of the entire household appliance market, the household appliance sales channels have shown a trend of diversification and parallel, from mainly relying on physical channels to the rise of online retail formats. With the continuous development of Internet technology, a deeper change is emerging - new retail across the board, online and offline integration is the core concept of the new retail model, focusing on mutual integration Get through and cooperate with each other.

The online and offline integration model represented by Tmall Premium has been constantly innovating and optimizing, upgrading the service and experience of the whole process of commodity production, circulation and sales, penetrating from the traditional 3-6 tier sinking market to the 1-2 tier urban market, breaking the previous demarcation line of offline channels, sinking channels and e-commerce channels, and reshaping the household appliance structure and ecosystem of the traditional sinking market. Under this trend, Tmall's premium products are more attractive Close users, grasp the user flow, upgrade and transform the original channels, focus on "sinking to users" to provide a complete solution for all users of line 1-6, and bring a whole set of solutions to users.

Ge Fengliang, vice president of China Home Appliances Research Institute, pointed out at the meeting that Tmall Premium, with its efficient business model, has released huge energy. With the support of diversified supply, efficient performance and digital operation capability, it has more than 13000 stores, covering 1-6 lines of multi-level market users. In order to meet the needs of users in the first and second tier urban markets for high-end home appliances and scene based experience, Tmall's Youyou Home Living Hall integrates many categories such as household appliances, home appliances, home furnishings, mobile phone digital, and creates a variety of experience scenarios such as healthy bathroom, ideal kitchen, smart living room, and smart fun, To provide consumers with a one-stop consumption experience of home appliances, home furnishings and home decoration in the whole house is not only in line with the current industry development trend, but also in line with consumers' pursuit of a better life.

The home appliance market has changed from the commodity oriented market in the past to the user oriented market today, and consumer demand has also been upgraded from basic functional demand to more High level requirements. Tmall's premium products, combined with the consumer's high-end, integrated and scenario oriented consumption trend, always adhere to the "multi category, multi scenario" commodity hierarchical operation strategy, and form different store scenario supply and operation strategies in combination with Youyoujia's A2000 store, A700 experience store, A300 experience store, ideal kitchen and other store types to meet the store consumer's multi scenario consumption needs. Through the multi category integration of high-quality household appliances+mobile phone digital+home decoration, and the one-stop smart home solution brought by Tmall Youjia, users can fully meet the needs of daily life and family Intelligent life needs of entertainment, kitchen food, security lighting, family health and other life scenes.

This Tmall premium product alliance Chinese household appliances Association China Home Appliance Network 2023, jointly released by China Consumer Magazine, Haier Zhijia, Midea, Tmall Home Decoration and other resource providers, and Ovi Cloud The White Paper on New Retailing in China's Home Appliance Market not only deeply analyzes the current situation of home appliance market and channel development, and the innovative leading mode of Tmall premium products, but also studies and judges the development trend of the future home appliance market. Tmall's premium products, as a distribution channel, open up a new track for new retail in the whole household appliances market, achieve new growth in the industry, and bring more high-quality and high-end household appliances to more Chinese families, for Chinese families design better living environment to contribute to their own strength.

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