PConline talks for young people, to buy home appliances to choose whether to buy a physical store or online shopping is a very difficult decision, on the one hand, the physical store channel is mature, the product can see and see, the after-sales service system is relatively perfect; On the one hand, there is a real preferential price for online shopping, with a discount rate of a few hundred over a thousand, and all sorts of information on the product are online. It is also very convenient to know. Therefore, choosing between the two is indeed not an easy task.
Current status of our national grid purchase
The total purchase price of the home network is 136.1 billion yuan, and the single line accounted for 20% of the total.
In the first half of 2015, China's B2C home network purchase market (including mobile terminals) reached 136.1 billion yuan, a year-on-year increase of 64%, which was higher than the overall increase in online retail sales. Among them, household appliances totaled 35.9 billion yuan (flat-screen TV 151 billion yuan, air-conditioning 9.5 billion yuan, refrigerator 6.4 billion yuan, and washing machine 4.9 billion yuan), up 56% year-on-year; small home appliance products were about 25.2 billion yuan, up 57% year-on-year; Mobile terminal products, such as about 75 billion yuan, an increase of 70.4%.
Online steady increase line decline
In the first half of 2015, the overall home appliance retail market in China was bleak and the online market was the only growth point. According to the retail monitoring data provided by Beijing Zhongyekang Times Market Research Co., Ltd., the offline market, televisions, refrigerators, washing machines, and air conditioners all performed poorly. Among them, the situation of color TV is the most severe, with retail sales falling by 13.9% and retail sales falling by 11.8%. Air-conditioning retail sales dropped by 5%, and retail sales fell by 7.4%. Retail sales of refrigerators fell 7.6%, and retail sales fell 2.1%. Out-of-line retail sales of washing machines fell by 7.3%. Only the retail sales under washing machines saw a slight increase, but only increased by 0.8%. Relatively speaking, kitchen appliances (including Yanchao Xiao, microwave ovens, electric ovens, and water heaters) performed slightly better offline, and retail sales in the first half of 2015 increased by 14.5% year-on-year.
The online shopping market presents a pattern of “a lot of strengthâ€
After Jingdong experienced the “May 1st†and “June 18th†major seasons in the first half of 2015, its retail sales accounted for 60% of the overall home network purchase market, an increase of 2% compared to the same period in 2014. . Tmall lost 4 percentage points, its share dropped to 28%, and its share of the market was split between Suning and Gome. Other platform-based e-commerce companies still have no chance. After washing in the first half of 2015, JD.com took the lead in the home network purchase market, and Tmall, Suning.com, and Gome Online competed to catch up with each other.
The author's comments: It can be seen from the above points that the scale of China's national grid purchase market will continue to expand, but the retail sales of offline stores have declined. As the competition between e-commerce platforms will become increasingly fierce, with the rise of major e-commerce platforms, it is believed that more emerging brands will emerge.
The advantages and disadvantages of online stores and physical stores
Physical store advantages: Many friends who persist in buying physical appliances in physical stores have stated that the advantages of physical stores are, on the one hand, the "reality" of home appliances, that you can actually come into contact with home appliances in real shops, and you can have products on site. Trial experience, and the operation of the physical store over the years, has long been the trust of consumers, so to the physical store buyers will make people feel more at ease. On the other hand, high-quality pre-sales and after-sales services are also important reasons why many friends support the purchase of home appliances in physical stores. They can fully communicate with staff in person. Why not?
Online store advantage: The advantages of online shopping home appliances are first embodied in convenience. Consumers can browse a large amount of home appliance product information with just a click of a mouse. They can shop around without leaving home, and they are free from time and place. limits. In addition, compared to physical stores, online store rental fees and other series of costs will be relatively small, so the price of some products generally has certain advantages. In addition, during the traditional holidays and “artificial festivalsâ€, there will be an upsurge of online store promotions, and the concessions are also considerable.
Physical Store Disadvantages: Since home appliance stores require a variety of costs, the survival of physical stores must be maintained. Therefore, the price of their products will generally be higher than that of online stores. In addition, when consumers go to physical stores to select home appliances, they will be accustomed to “shoppingâ€, but due to the layout of the venue, the physical store’s product comparison is often not obvious from the online store, and consumers want to consult the price. Only able to understand the store.
The disadvantages of online shop: The most real deficiency of online shopping is that when consumers browse the shop, they only see a picture. The materials, quality, size, and experience of home appliances are often vague, once the products in the picture Differing from the real thing in hand will make consumers feel bad about it. In addition, consumers refused to buy home network, largely to the network of distrust, fear of buying counterfeit home appliances. In addition, in the return of product services, online shopping is not as easy as physical stores, consumers often need to express the goods back, confirmed by the seller can be returned, and in exchange for the hands of consumers in the product does not necessarily make it feel satisfied This process is time-consuming and laborious.
The author's comment: The above is the author for the shop and store the advantages and disadvantages of some of the views, at present, consumers generally have small home appliances to buy online, we have a real store to buy the habit. For online stores and physical stores, instead of treating them as competitors, it is better to think of them as a pair of coexisting twins.
The direction of development of online stores and physical stores in the future
Shop service competition upgrade, experience the owner push O2O
The online shopping fight is not only price, but also fight service and user experience, which has become the consensus of many e-commerce companies. In particular, with the e-commerce channels sinking to the tertiary and tertiary markets, issues such as logistics and after-sales services have gradually emerged. In the first half of 2015, e-commerce companies accelerated the construction of offline service stores and tried to open the last kilometer of logistics.
Tmall O2O experience shop
Jingdong, Tmall and other e-commerce platforms have set up offline experience stores to advance the O2O service model. On April 28th, JD Space, the first smart entertainment experience hall of JD.com, was officially opened in the Blue Bay Business District of Beijing, allowing consumers to experience the latest smart home appliances offline and place orders online. In June, Tmall Industry & Trade Home Appliances has jointly launched the Smart Home Appliance Experience Hall, which is also an online O2O model for entrance, enabling consumers to obtain physical experiences and services after paying online and offline.
Stores need to highlight their own advantages while innovating
The rapid rise of online shopping is not necessarily a bad thing for traditional physical store business. In the past, traditional merchants sold only commodities, and such sales can also be done by e-commerce. Therefore, traditional businesses must highlight their advantages, advance with the times, and adjust in time to compete with e-commerce. The most prominent advantage of home appliance stores is the product's touch and high-quality services, or a different way to describe it, go to the physical store to buy goods in the community there is a very popular word to replace - shopping.
Stores need innovation
Therefore, in the future, physical stores can make great efforts in the environment and services, so that the functions of the shopping malls are no longer a single shopping, but also take into account the various functions of catering, leisure, entertainment, etc., to achieve the diversification of physical stores, so that consumers Personally feel the ease and leisure of "clothes to come to hand to open mouth," when the time, the number of people visiting the store will naturally increase.
The author's comment: The author believes that physical stores still have potential social value and competitive advantages before they can allow consumers to enjoy a very satisfying shopping experience. In the face of wave after wave of e-commerce, physical stores may be time to calm down and think about how to adapt to the market's footsteps.
The author's summary: The buyer chooses an online shop or a physical store. To give this question a non-zero or 1 conclusion, we can't do it. The purpose of this article is to tell friends how to buy online products and physical stores to purchase household electrical appliances. What are the advantages and disadvantages? The author's suggestion here is that small household appliances can be purchased online, and it is best to buy appliances from a physical store, or go to a physical store first and then buy online.
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