Among them, Jingdong Household Appliances, as the channel supplier representative linking both sides of supply and demand, takes the "815th anniversary" as an opportunity to specially launch "3C cross-category trade-in", issue trade-in subsidies, refresh for consumers, and cooperate with manufacturers through new products and new promotion to promote green smart household appliances to the countryside through all channels, and help the people's life refresh. This action also lets us see that the enterprise side in the challenge at the same time also gives new hope. As a bridge linking supply and demand, it plays a role of "climbing traction" in the process of driving the industry to recover, giving the industry a new inspiration.
Tap the consumer potential of revitalizing market channel strength of manufacturers pave the healthy growth of the industry
According to the statistical data of the National Development and Reform Commission, the number of household appliances in our country has exceeded 2.1 billion, and the knockout rate increase is as high as 20%. As low-carbon, green and intelligent household appliances have become the new trend of consumption, there is a huge potential in the consumption market of household appliances for new ones. This year's work report clearly proposes to "encourage local governments to carry out green smart household appliances in rural areas and trade old for new ones".
Under the guidance of policies, how to stimulate the kinetic energy of the supply and demand chain of the whole household appliance industry, forming linkage effect, will become an important starting point of policy practice. At the channel end, JD home Appliances and home appliance manufacturers responded positively, proposing to take the upcoming "815th anniversary" as an opportunity to upgrade the "old for new" service, launch a number of high-quality new home appliances, promote green smart home appliances to the countryside, and comprehensively revitalizing the quality of life of users. At the same time, manufacturers and Jingdong jointly provide users with value benefits. The deduction of old household appliances and special subsidies for new machines are used together. Combined with the service of "price protection Jingdong 11.11", the "new track" has better promoted the power of replacing all household appliances.
It is worth mentioning that Jingdong launched no restrictions on brand, appearance, years, can be free to the door, free demolition, free handling of three free policy, strengthen the old for new dismantling, delivery, installation service. More importantly, Jingdong home Appliances will also launch a special service policy of "3C cross-category trade-in" to upgrade consumers' shopping experience, that is to say, idle old mobile phones and computers at home can also be replaced with air conditioners and televisions. This move will release the potential of more households to replace the new, open up the whole electrical industry renewal channel. Let the old household appliances have a "good home" to turn waste into treasure, at the same time in helping the national "double carbon" policy, driving national economic growth and other aspects also play an effective role.
< b> Sharp pulse trend change new nodes bring new hope "new household appliances" and "sinking" double track parallelExperts at the meeting pointed out that promoting household appliances consumption is an important measure to expand domestic demand, but also an inevitable move to conform to the consumption upgrade. At present, the home appliance market is showing the trend of multilevel differentiation, on the one hand, need to develop incremental, such as the growing trend of "new home appliances". The emerging consumer group dominated by Generation Z has become the mainstream of the market. Users are no longer simply satisfied with the functional experience of products, but more need the support of products with individual characteristics. They also have their own unique aesthetic for the appearance of products, which has become the consensus of the growth of the household appliance industry.
According to the White Paper of 2022 New Household Appliance Consumption Trend released by JD Household Appliance and Ovi Cloud Network, the household appliances that can provide users with renewed life scene and life value are new household appliances, such as game TV, ultra-thin embedded refrigerator, dishwasher... According to JD.com's 618 data, the turnover of new products, medium and high-end home appliances was five times that of the same period last year, and the turnover of game and TV increased five times. Sales of wash-and-bake kits and ultra-thin fridges are three times higher than last year; The volume of air fryers increased five times year-on-year; The turnover of RF beauty instrument increased 200% year on year; The turnover of sweep and mop washing machine increased by 100%......
From the perspective of home appliance market performance, brand research and development direction, consumers' attention to products, emerging categories of home appliances, innovative products have indeed become the new driving force for the development of the current home appliance industry. Jingdong home appliances and manufacturers to meet the new needs of the crowd as the goal, combined with their own digital intelligence ability and manufacturers of hard product strength, so that digital technology and manufacturing technology complement each other, the two sides together to create a variety of epoch-making significance of "new technology. These combined efforts to promote high-quality, high value-added household appliances, not only revitalize the majority of consumers' better life, but also help the brand to find new growth ladder in the era of inventory, in a virtuous cycle at both ends of the supply and demand to promote the upgrading of industrial structure.On the other hand, you need to continue to activate the stock, such as the vast sinking market. China Home Appliance Market Report 2021 released by CEDI Research Institute pointed out that the sinking market accounted for 30% of the total recovery of China's home appliance market. As the pole with the most potential growth, the sinking market has great potential. Guided by policies, we will steadily promote home appliances to the countryside and deepen the sinking market. 15,000 Jingdong home appliance stores will also play an important role in achieving the double carbon goal and economic recovery from the epidemic. Focusing on the sinking market, based on the upgrading demand of household appliance consumption and providing multi-level demand at a higher level, the potential of the household appliance market will be further released to help improve the quality of consumption and expand the capacity. As for the trend of household appliance consumption in the second half of the year, the relevant person in charge of JD.com home appliance said that the new node will certainly bring new hope. Under the guidance of the household appliance to the countryside and the old for new policy measures, JD.com home appliance store will also actively promote the consumption upgrade of the submerged market. It is believed that the omni-channel of household appliance will usher in a new round of growth in the second half of the year, and the industry growth potential is still huge.
Channel depth boosts consumption to accelerate recovery of home appliance industry new nodes to explore the turnaround is still on the way
< P > Jingdong 618 and Jingdong 11.11 each year have become the mid-year and year-end nodes of national consumption, and people have formed the habit of hoarding and buying home appliances at these nodes. However, nearly half a year between JD.com 6.18 and JD.com 11.11 is also in the traditional home improvement peak season, during which the demand for home appliances is also very strong, especially the hot weather and the rising demand for cool home appliances such as air conditioners and refrigerators. This is also the basis for JD.com to build a new node of home appliance consumption with the efforts of all parties in the August consumption season.
Jingdong, together with all parties, takes the "815th anniversary" as an opportunity to give full play to its advantages in depth of channels, and intends to build it into the third largest node of national household appliances consumption and stimulate potential productivity. Among them, the service of "price guarantee Jingdong 11.11" allows users to enjoy the value of the price in advance, creating a true sense of "festival for home appliance users" for consumers. At the same time, 15,000 JD.com home appliance stores covering 25,000 towns and 600,000 administrative villages across the country will also work with frequent efforts to promote the all-channel delivery of green smart home appliances to the countryside.It is worth mentioning that JD home Appliances actively responds to the policy call, and will cooperate with many home appliance manufacturers to hold a number of promotional activities in August and October, including the "815th anniversary celebration" in August, the "Super New Home Appliance season" in September, and the "Eleventh Renewal Week" in October, in which many products will participate. This kind of integration and upgrading of services, channels and products by the government and enterprises has not only boosted consumer confidence and demonstrated its industrial responsibility, but also has reference significance for other industries. Promoting the deep integration of the digital economy and the real industry is an important focus for China to unimpeded the economic cycle, revitalize growth drivers and enhance economic resilience. Brick-and-mortar commercial enterprises should focus on consumer demand, integrate online and offline channels, and promote the continuous upgrading of themselves and the whole industry. In this context, seeking new incremental opportunities and channel transformation has become the key point of home appliance retail industry to open a new era. It is believed that the emergence of the third node of national household appliance consumption will become the source of the household appliance industry and inject new vitality into the high-quality development of the household appliance industry.
