“6.18” year China E-commerce Wars has kicked off, and with the cost of e-commerce traffic, home appliance manufacturers are also helpless “station” in this promotional war. In this business competition between Jingdong, Tmall and spell, Suining and other channels, some home appliance manufacturers were forced to “two choices”, and some wanted to eat channels, thus robbing resources in advance. Lock quality resources and grab the biggest piece of cake. But in any case, consumers will benefit from this fierce battle. The new channel of the fierce battle has risen more than a lot of rise, this year, “6.18” home appliance manufacturers will upgrade again in the new e-commerce channel. Beijing Business Daily reported that the Chairman of Galanz Group and President Liang Zhaoxian recently invited teams to visit Shanghai to visit many headquarters, and both parties officially identified comprehensive strategic cooperation. This looks a bit unusual, because it is a dozen days ago, the beautiful life appliance, Supor, Jiuyang and Haier and other home appliance companies have also issued a letter, announced with the official flagship store that is spent. Liang Zhaoxian said that Galanz is accelerating the promotion of digital transformation, so the product will cover Jingdong, Suning, Tmall, spelling a lot, Galanz app and other “track”. Tour Li Min, the head of the Galanz Group, said to the Beijing Business Daily reporter: “Galanz from the microwave oven to the comprehensive home appliance company, has been insisting on open cooperation, the new era is more open, more rationally, more constructive attitude to embrace the market, service Consumers. Whether it is a traditional professional channel, or a new Internet platform. “Supor, Jiuyang and other manufacturers have expressed their views on Beijing Business Daily reporters. Supor emphasized that many flagship stores have repeatedly violated sales contracts with the company. Failed to bring a good experience to consumers, have violated the original intention of brand image stores, existing flagship stores will take the store before June 1. The relevant person in charge of Supor said that “this is normal channel adjustment.” The person in charge of Jiuyang Public Relations also confirmed the news. “We are looking for a lot of 7 flagship stores”, but about specific reasons, she said: “Jiuyang flagship store must have a high-end brand image.” On June 1st, Beijing Business Daily reporters have been searching for more than “Beautiful Life Electric Flagship Store”, “Beautiful Boutique Electrical Flagship Store”, the original “Jiuyang Chinese Life Flagship Store” is also named “Dowyang Monopoly shop”. After the birth of the Observer, Ding Majun said that a big principle should be that the user is, where the products and services are. However, different brands will be based onThe competition between the strategic development rhythm and the channel is selectively conducting channel layout. The characteristics of many platforms are developing rapidly, and the sinking market is influenced, but it is also facing problems such as brand reputation and intellectual property protection. Therefore, different home appliances have different views on this emerging channel. The helpless station has been fully detonated in the “6.18” this year. For many home appliance companies, the most profound feelings are competition has been comprehensively “bayoned to see blood”, “you die.” “Two choices” has become a difficult problem that plagues many home appliance companies. It can be seen from a series of actions before the home appliance enterprise in “6.18”, and home appliance companies have made real choices according to their channel relationships and capabilities. As early as September 2017, TCL and Suning signed a three-year strategic cooperation agreement in 2018-2020, and went to win. On May 15th, Sunings “6 · 18” year-China promotion conference, Wang Wei, vice president of TCL Holdings Group, re-visited Suning. Subsequently, Suning TCL turned on mobilization. Xie Fan, general manager of TCL Holding China Sales Center, said “6.18” year promotion TCL to put the latest products, the most explosive price, the best resource into Suning channel, and fully refresh sales records. At the beginning of this year, the first time the two sides of the Oaks and Jingdong announced the sales size of “2019 to break through 20 billion yuan”. On the eve of “6 · 18”, the Oaks Market Department said to Beijing Business Daily reporters that Oaks air-conditioning has established cooperative relations with Jingdong home appliances in 2010, and became one of the first headquarters of Jingdong home appliances. In the past nine years, Jingdong has played an extremely key role in the transformation of the Internet intelligent strategy in Oaks air conditioners, and the relationship between the two parties has long been surpassing ordinary partners, evolving from a simple “sales type” development into all-round positions such as marketing, operation, IP. Multi-level strategic cooperation. In the future, the cooperation between the two will further accelerate the comprehensive upgrade of product innovation and channel logistics, and then achieve a great situation in manufacturing and e-commerce platforms. Industry authorities have sufficiently believe that from the traditional channel store in the year, the strong chain channels choose to force the home appliance enterprise “two choices” to conduct commercial station. In today, Ali Tmall, Jingdong, facing the strong rise of this new platform, continues to pass the “two choices” business games, forcing the relevant enterprise station, the same feelingsIn the context of home appliance retail channels, home appliance retail channels is a variety of competition in the background of endurance, brand and category height homogeneous resources, through exclusive resources of some brands and products. But this competition will also change new balance with the pattern of commercial competition. Consumers benefit from the General Manager of the Consumer Electronics Division of China, the general manager of the Consumer Electronics Division, is expected. This years “6.11” price competition is more intense than previous years, not only color TV fierce, air conditioning, refrigerator, and washing machine price war will also “fire”. In the case of incremental reduction, e-commerce has increased significantly to small merchants, and the sales size of consumers is basically flat. According to Data, 2018 TV, large white electricity, kitchen electrical appliances, and the sales growth rate of life appliances in domestic e-commerce channels is -1%, 18.8%, 16.2% and 22.8%; in the first quarter of 2019, The above growth rate is reduced to -5.9%, 6.8%, 4.7% and 8.7%. In other words, the early quarter of this year, e-commerce growth, although it is still higher than the overall market growth, it has significantly slowed significantly. In addition, this years “6.18” war has begun to combust to high-end products from medium and low-end products. According to Beijing Business Daily, some foreign brands such as Sony and Bosch Siemens will also “participate”. Hu Shin, a home appliance industry, said that from the context of home appliance consumption, in the context of “house is” in the background of “living”, the increase in the home appliance market faces great challenge; the same, in the background of the ups and downs of external economic environment, stock The markets update iteration, it is not easy to activate. Under the environment where the amount of stock increases, the home appliance manufacturers can only pass the “dry off the opponent.” This also means that this years home appliance “6.18” is promoted, it is destined to be a bloody battle, not just the price war will quickly burn from local enterprises to foreign enterprises, and will also spread from the low-end market to medium and high-end markets. However, it is possible to determine that at the price war and multiple subsidies such as manufacturers and e-commerce platforms, home appliance prices will create a new low, consumer or the only winner of this war. “From the channel of home appliance manufacturers, it can be seen that all home appliance companies and merchants come, the primary task is that they are home, excellent home; secondary tasks are the ability to live after living next year, saving business cooperation next year Partner; Finally, for all manufacturers, it is facing a new and complex business challenge, cant take traditional thinking.Weird monopoly commercial competition. “Xu Yi said.
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