Home grid purchase products to the high-end migration significantly

In 2014, China's B2C home network purchase market scale (including mobile phones and tablet PCs) reached RMB 2011 billion, a year-on-year increase of 51%, and it showed the trend of expanding from low-end low-priced products to high-end high-priced products. This is what the reporter learned at the Fourth China State Grid Power Purchase Forum held today.

On March 24th, under the guidance of the Office of Supervision and Coordination of Operation of the Ministry of Industry and Information Technology, the China Electronic Information Industry Development Research Institute and China Electronics News Agency held the Fourth China State Grid Power Purchase Summit Forum and released a grand report on the home network purchase analysis in 2014. "(hereinafter referred to as "Home Grid Purchase Report").

According to the “Home Power Grid Acquisition Report,” the product structure of the online market was further optimized in 2014, and home-grid-purchased products migrated to high-end. Large-scale flat-panel TVs have significantly better online sales than offline, drums, large-capacity washing machines, three-door, door-to-door refrigerators, and inverter air conditioners continue to steadily increase their share. High-end air purifiers and water purification equipment with intelligent functions are also affected. The consumer's favor.

Sales of smart TVs on the 50-inch color cable accounted for 70% of sales

According to the "Home Power Grid Acquisition Report," China's online retail volume of flat-panel TVs reached 9.7 million units in 2014, and retail sales reached 29.6 billion yuan. Compared with the same period of 2013, the growth rate of retail sales of flat-panel TVs and retail sales reached 67%. And 64%. Judging from the online market share, online sales of flat-panel TVs in 2014 accounted for 21% of overall sales.

In 2014, the online flat-panel TV market showed a trend of expanding from low-end, low-price to high-end, high-end products. Large-size and high-end products became more and more popular. The most typical one was a 50-52 inch flat-screen TV.

According to the "Home Grid Purchase Report," online marketplaces, before 2013, 32-inch and below flat-panel TVs were the best-selling product categories, but by 2014, the highest-volume segment of the year had become a 50- to 52-inch tablet. TV, online sales of 32-inch products accounted for a drop in sales. 50 to 52 inches of online sales accounted for 18.1% of the total annual sales; and 50 inches and above of large-size TVs accounted for more than 35% of the market, significantly higher than the offline market share, and continue to grow momentum.

While online flat-panel TVs have moved up in overall size, smart TVs have also been more sought after. In 2014, online smart TVs accounted for more than 50% of retail sales, and retail sales accounted for close to 70%. Smart TVs have become the main trend of online sales, and this trend will continue to ferment in 2015.

More than 7,000 yuan air-conditioning sales more than doubled, double the refrigerator door

In the large white wire market, air conditioning is still the largest category of sales. The "Report" shows that the online retail sales and retail sales of air-conditioners in 2014 increased by 84% and 85% respectively year-on-year. From the perspective of price changes, the market share of air-conditioners over 3,000 yuan has further increased, and it has occupied half of the country's total. Among them, sales of more than 7,000 yuan products increased by 100% year-on-year, which is the fastest growth among the price segments.

In the refrigerator line market, the retail volume of three-door refrigerators increased by 123% year-on-year, which was twice that of double-door refrigerators. Multi-door and door-to-door products also showed a spurt increase, both exceeding 200%. The fastest growing product.

According to the “Home Power Grid Acquisition Report,” the high-end products represented by fully-automated disinfecting washing machines and dryers in the washing machine industry achieved significant increases of 690.14% and 202.33%, respectively, in the washing machine sector. At the same time, mini-washing machines also achieved a higher growth rate of 104.57% year-on-year. Products specifically designed for baby clothing and even the shirts and cuffs of shirts have also begun to land on the online market. With the improvement of the residents' material level, people's demand for washing machines has risen from "cleaning up" to "cleanliness and cleanliness."

After 80 consumer groups re-quality high-end "dual net" product sales now blowout

Due to the frequent exposure of haze and drinking water safety issues, sales of air purifiers and water purification equipment surged in 2014. According to the “Home Power Grid Acquisition Report”, the retail volume and retail sales of “Douqin” products have soared in 2014, and high-end products such as air purifiers and reverse osmosis water purifiers with humidification and smart functions are more likely to be favored by consumers. .

According to the “Home Power Grid Acquisition Report”, from the price segment, in 2014, the retail volume of the air purifier online market increased by 170% from 3900 to 6999 yuan, and that of 7000-12900 yuan increased by 234% year-on-year. The year-on-year increase also exceeded 211%. From the point of view of purification function, although air purifiers with functions other than formaldehyde, smoke, dust, and sterilization are still mainstream online, sales of high-end air purifiers with humidification function have increased rapidly, with a year-on-year growth rate of more than 120% in all categories. The fastest growth rate.

The "Home Power Grid Acquisition Report" also shows that in 2014, the year-on-year sales volume of retail sales of water purification equipment and retail sales were both close to 200%, and their market attention was even higher than that of air purifiers. In 2014, sales of high-end products such as reverse osmosis water purifiers were blown online, and the market share of products above 12,000 yuan increased by 2544%, while the reverse osmosis product's year-on-year increase was 2903%, far higher than other price segments and categories. Although online market water purification equipment is still dominated by low-end and mid-range products, the high-speed growth of high-end products has already demonstrated the great potential for product upgrades.

According to the "Home Power Grid Acquisition Report," "High-Diamond" is becoming a major trend of home-grid purchases. This reflects the fact that the demand of product groups for the "dual-net" products is gradually declining in terms of product functions, and it has become more focused on product quality. Experience, more willing to pay premium for the brand, improve their own consumption grade. Appliance manufacturers should grasp this trend in a timely manner and make a forward-looking layout of the product.