Appliance companies use e-commerce to produce beautiful “reports”

As of August 25, most listed companies in the home appliance sector disclosed semi-annual reports, and the "report card" was very beautiful. This year's hot summer season will bring good expectations to the three quarterly reports. Analysts in the home appliance industry generally believe that the annual growth of the home appliance segment can be expected this year. Behind the growth in performance, a “heroic hero” is increasingly favored by home appliance companies. This is the marketing revolution and consumption upgrade brought about by e-commerce.

Performance exceeds expectations

E-commerce can indeed promote the marketing transformation of home appliance companies, and it can also cultivate new consumption habits, and it is more conducive to the transformation and upgrading of enterprises, and effectively improve corporate performance. However, it cannot be denied that the performance of home appliance listed companies (not only home appliance companies) has increased. More still depends on people's expectations of the performance of listed companies. Guoxin Securities analysts believe that there is little room for improvement in the valuation of the home appliance industry in the second half of the year. Compared with historical performance, there is still about 15% upside, and more growth depends on the unexpected performance of listed companies.

However, the relevant analysts of the State Gold Securities said that the pressure on the upstream raw materials of the industry in the fourth quarter will be reduced, which is conducive to the increase in the profit rate of the home appliance industry. Other changes are mainly the changes in the real estate trend, such as real estate sales in the price of a good callback on the basis of heavy volume, it is conducive to the end of the home appliance industry and the first half of next year, the increase in household appliances.

In addition, the policy effect of home appliances to the countryside will continue to appear, but Guoyuan Securities analysts believe that the continuation of the policy of home appliances to the countryside has become “the icing on the cake” instead of “in the snow.” On the one hand, the weakening of policy stimulus has become an inevitable trend, and the contribution to the company's income and profits will tend to be stable. On the other hand, with the increase in the price limit of home appliances to the countryside and the ever-increasing variety of products, rural household appliance consumption has become the norm. The main problem facing the home appliance industry is currently the upgrading of the home appliance industry.

Love Online Shopping Mall

At present, the semi-annual report of the listed companies in the home appliance sector is basically announced. From the statistics, the operating revenue of manufacturing enterprises has increased by more than 60% year-on-year. It is currently the second largest industry in terms of revenue growth in the top 23 industries, second only to the extractive industry. Profit increased by more than 40% year-on-year. Among channel companies, Gome (H shares) delivered an "abnormally beautiful" half-year performance report on August 23. The net income in the first half of the year was 24.873 billion yuan, a year-on-year increase of 21.55% and a net profit of 962 million yuan. The growth rate was 65.9%; the semiannual report of Suning Appliance was expected to be disclosed on August 31, but according to its performance forecast, its net profit increased by 50% to 70%.

From the above, it can be seen that the profit rate of the channel is undoubtedly higher than that of the manufacturing enterprise. However, the manufacturing enterprise uses e-commerce means to achieve the marketing reform. Undoubtedly, the traditional retail channel will take a large share. Haier is one of the representatives. Liu Tao, a representative of Qingdao Haier Securities Affairs, said that since Haier proposed the “business-to-business model innovation” of zero-inventory combined with virtual reality network, Haier attaches great importance to e-commerce under the Internet era and opened Haier Mall on its own website. , specializing in selling their own products. In addition, Haier’s mall is also available on Taobao.

Xia Feng, director of Hisense Electric, is also optimistic about the future of e-commerce, and has made positive responses to home appliance companies using the e-commerce platform as a marketing channel. Xia Feng said that the use of e-commerce platform for companies to do marketing is a development trend in the future. Enterprises increase another sales channel through e-commerce. This is a win-win situation for both enterprises and consumers.
According to Xia Feng, at present, Hisense has an operating team doing e-commerce. Although the share of online sales is still very low, corporate profits rely mainly on the traditional profit model. However, in the Internet era, people’s spending habits are constantly changing. Enterprises should seize the Internet’s sales channel to achieve offline and online sales. "Walking on two legs."

Insight into consumer demand

At present, there are mainly three modes for the introduction of e-commerce by traditional enterprises: First, companies will hand over the products they produce to well-operated online store channels, such as cooperating with Dangdang and Excellence, and using online platforms as sales channels. Another model is that companies choose Taobao, pat and other third-party platforms to open flagship stores. The greatest convenience in adopting the above methods is low investment and low barriers to entry, but the biggest drawback is that enterprises cannot control the information of network users in time, and it is difficult to create deeper interactive communication with users. The third model, the B2C model, is an enterprise that builds its own online sales platform and operates its own e-commerce business entirely on its own, so that it can fully control users' first-hand information. Of course, the so-called "self-construction" can also fully use the mature platform of professional software vendors.

The transformation and upgrading of enterprises is not simply a transition to high-end products. Instead, it should be based on the interactive nature of e-commerce to provide timely and comprehensive insight into the needs of consumers and to grasp “structural” market opportunities.

Reporter Comments

Service becomes a new topic

After full-scale e-commerce of home appliance companies, how to provide more humanized services and become more “de-commercialized” and “family-oriented” is a more and more realistic issue in the “virtual era”. In the future, the competitiveness of home appliance companies will be more reflected in the unity of service customization and standardization.

According to statistics from the China Household Appliance Repair Service Association, in 2009, sales of household electrical appliances in the country totaled 856.8 billion yuan, and the country’s home appliance installation, maintenance, on-site service, repair parts and accessories accounted for 4 billion yuan in total revenue. Association President Liu Xiumin pointed out that by 2020, the growth rate of China's home appliance service revenue will exceed the growth of home appliance manufacturing sales, and there will be a nationwide home appliance service chain brand enterprise. According to sources, listed companies will appear in China's home appliance service companies in the near future.

In recent years, the development of China's home appliance after-sales service business mainly relies on the after-sales service departments of home appliance companies and distributors, and a large number of professional home appliance after-sales service structures have also appeared on the market. For example, Suning Appliances, Hisense, and Changhong have all launched their own “professional after-sales service brands”, among which the most representative of “Saiwei” appliance service companies owned by Hisense and “Quick Profit” home appliance service companies owned by Changhong. Relying on the after-sales service team and outlets of home appliance companies all over the country, the two home appliance professional after-sales service companies have achieved a chain expansion in the short term.

Experts believe that in the future, China’s home appliance industry will present a new pattern of “manufacturers, distributors, and service providers”, and it will show a new trend in the development of home appliance service industrialization. The key to the industrialization of services lies in standardization. Since China's home appliance service industry has a short development time from scratch, industry standards and regulations are still not perfect, and the industry entry threshold needs to be improved. However, service standardization has taken a big step forward. From July 1st this year, the Ministry of Commerce formally issued the “Regulations for the Installation of Room Air Conditioners”, the “Guidelines for the Quality Inspection of Room Air Conditioners Disassembly and Assembly Services,” and the “Disassembling of Room Air Conditioners”. The first batch of three service standards in the air-conditioning industry indicate that China's home air-conditioning has entered a new stage of service standardization and standardization from the unordered era of "births and tactics".

But standardization does not exclude personalization, and unique personalized services precisely reflect the competitiveness of the company. For example, the launch of the "one-stop home service measures for air-conditioners, refrigerators, and washing machines" by Midea, as well as personalized items such as the "deep cleaning of home appliances" service and the "10 years of frequency conversion and air-conditioning machine repair" were welcomed by consumers.