Home appliance industry ushered in the brand era

In the past decade or so, China's home appliance sales market was an era of "channels are king." The manufacturing system has been engaged in more or less unbalanced dialogue with traditional channels. At the recent "2013 China Home Appliances Channel Business Conference," Tan Mu, General Manager of Tmall Electric City pointed out that with the change of channels and the development of diversified channels, brands will become more concentrated and channels will become increasingly diverse. "Brand is king" will become one of the major development trends. The e-commerce platform including Tmall has been trying hard to export products with good quality and good service to consumers with the lowest cost and optimal efficiency. In this process, the brand that is eventually left to be widely recognized and recognized by consumers will fully participate in the development and planning of the entire e-commerce.

Tan Hao said that for regional channels and socialized channels, it is ultimately necessary to learn how to serve its brand, serve its upstream partners, and then engage in sales. Only in this way can we find out the unique competitive advantages of each channel. Before the era of e-commerce, it was also possible to think that "My resources are irreplaceable," but after the arrival of the era of e-commerce, this pattern will change, whether it be regional channels or channels that cover the whole country. If not, Learning to cooperate with the upstream to discuss the future together will be abandoned by the business.

The rapid development of brand owners in the E-Commerce era and the development of Tmall Electric City have verified these concepts. Brands are rapidly growing, and brand development is becoming more concentrated.

It is understood that in the large home appliance market in 2012, many mainstream home appliance brands have achieved 100% and more than 200% growth rate on Tmall's platform: Data provided by Tmall Electric City shows that from January to November 2012, Among the major brands that entered Tmall Electric City, Haier increased by 577% year-on-year, Hisense increased by 469% year-on-year, Sony increased by 415%, and Sharp increased by 398%.

The annual "Double 11" is one of the largest discount sales promotion stages for e-commerce platforms. On the “Double 11” promotion day in 2010, there was only one electrical appliance brand with over 100 million sales, which increased to 4 in 2011. By 2012, on the platform of Tmall, the household appliance brand with daily sales of over 100 million yuan has already More than 28. Tan Hao said that the development of mainstream brands in Tmall Electric City is positive and speedy. A hundred million yuan is only a small number for home appliance brands, especially leading brands in the industry. However, behind this figure, it contains The speed and trend of change, "We have seen that the entire appliance industry has begun to use the Internet, and began to think of ways to integrate into the Internet."

With the rapid development of brand owners, the status of manufacturing companies and channels is being redefined. Tan Hao said that if there is no e-commerce thinking and exploration of circulation methods, the so-called “Grand Master” including regional retailing will not come back to see the relationship with the manufacturers, and many have the ability to provide consumers with diversified resources. The company will not consider what value it can bring to the consumer's feelings and experience. "So what we do today is not to kill or eliminate the traditional channels, but to hope to absorb regional The traditional channels, including channels, practice more internally, so that many brands can find innovative power in a variety of channels. Ultimately, both channels and brands can be considered from the perspective of consumers how to do branding. How to make products, how to do research and development - this is our common wish."