The current Chinese home appliance market has the most diversified and complex channel formats in the world, and the channel layout is gradually moving towards a dynamic balance of multiple formats. The scale of traditional e-commerce is stable, offline Dalian Lock and regional key channels are transforming to scene and high-end, content e-commerce is rising rapidly, and community stores are taking shape. Under the market tide of fierce competition, different formats have condensed different styles and tenacity. Among them, Diaoyin E-commerce has shown strong growth in the traffic game in the past two years. According to the monitoring data of Ovi Cloud (AVC), the retail sales of Diaoyin E-commerce will increase by 124% year on year in 2023. In addition to the growth, in 2024, the Diaoyin e-commerce household appliances will also show the characteristics of product structure differentiation, brand competition classification and so on.
Diaoyin E-commerce continued to grow at a high speed, and the sales rhythm of major industries gradually became the same
Compared with the downturn in the offline retail market, the performance of Diaoyin E-commerce will be hot in 2024. On the one hand, the dithering platform has a wide range of users and a huge user base. Consumers' active search in the shelf+platform algorithm identification and recommendation better match the needs of users; On the other hand, the live broadcast scene display not only makes up for the shortcomings of the traditional shopping mall scene building, but also can give more timely and accurate explanation feedback, which brings many conveniences compared with offline channels. Under such advantageous conditions, Diaoyin E-commerce has continued its high growth. According to the monitoring data of AVC, the overall retail sales of Diaoyin E-commerce has reached 4.04 billion yuan, up 104.9% year on year. From the perspective of category rhythm, the sales rhythm of the air ice washing industry is basically the same, and the scale of the platform promotion nodes has made a greater contribution on a year-on-year basis.
Industrial price performance differentiation: ice washing flow and structure coexist, and air conditioning price competition is relatively fierce
The refrigerator industry has diversified scenarios, rich product lines, wide price space coverage, and stable development of high-end products and high-end brands; The washing and care products are upgraded, the washing and drying industry is integrated and developed, the industrial quality continues to improve, and the market continues to be empowered; The air conditioning industry is currently facing fierce competition in industry prices, and the pressure of high shipment and weak reality of retail of enterprises is transferred to the Diaoyin e-commerce platform synchronously. Under the above industrial background, the price performance of air conditioners, refrigerators, and washing machines in Diaoyin e-commerce is differentiated. The mainstream brands of ice cleaning are promoting high-end new products in Diaoyin. The average prices of refrigerators, washing machines, dryers, and washing and drying suits are rising, and the prices of air conditioners are falling.
Competition classification: platform strategy transformation, industry concentration decline, more brands join the competition
At the beginning of 2024, Diaoyin E-commerce announced that it will take "price power" as its highest priority task in 2024. This strategy will drive the cost performance brand to achieve share growth. Focusing on the household appliance industry, the concentration of leading brands has decreased and the proportion of SMEs has expanded. According to the monitoring data of Ovi Cloud (AVC), the retail sales of the top 8 brands in the air conditioner, refrigerator and washing machine industries of the 2024M1-4 Dithering E-commerce dropped from 90.3%, 90.8% and 86.5% to 82.2%, 83.3% and 84.7%, respectively. The traditional white TV brands took the lead in entering emerging channels and occupying a certain market position by virtue of their strong industrial position and product layout. Later, with the platform traffic, The competition in the brand market is becoming more and more full. It can be predicted that SMEs will have a larger space for growth in Diaoyin E-commerce in 2024, and the leading enterprises can use their own high-end product building ability to continue to invest in structural products.
On May 20, Tmall has taken the lead in launching the "618" promotion. This year, all major e-commerce platforms completely cancelled the pre-sale mechanism and directly launched spot sales; Diaoyin E-commerce will also officially launch the "618" promotion activity on May 24, during which there will be an official reduction of 15% and a direct drop off discount for the platform, and other platforms will be compared positively by streamlining rules. At the 2024AWE site, Diaoyin E-commerce announced the launch of the "3-year 1 billion green electricity subsidy plan", combined with key brands in the household appliance industry, and invested 1 billion in renewal subsidies for everyone's electricity category within three years. Both the platform and businesses pay more attention to the importance of services. Under the traffic promotion and renewal subsidies, we judge that the D'Antone e-commerce everyone's phone will still maintain high growth during the "618" promotion period this year.
Source: Ovi Cloud
