Looking back on 2013, the online shopping market is still hot, from 618 to 815, from double 11 to double 12, the price war is not so busy. Coupled with the continuous optimization and rapid development of mobile Internet support, e-commerce continues to seize the market share of traditional channels with its price advantage and shopping convenience. On the other hand, under the continuous high-growth e-commerce tide, home appliance manufacturers have gradually increased their cooperation with third-party online shopping platforms, and even competed to launch online shopping customized products. It can be seen that the proportion of sales of e-commerce channels in the entire home appliance sector is still increasing.
Xiao Bian specially conducted a full-network search for the 40 mainstream categories in the field of pan-cooking appliances, that is, the generic names of various categories were used as keywords, which were sequentially entered in the search box of “一淘网â€, and different models automatically presented. The total number of products. Therefore, it is possible to select, as of the end of 2013, the TOP15 of the kitchen appliances category with the most on-line products in the whole network e-commerce platform (as shown in the following figure). What needs to be specially marked is that it contains the number of related accessories, or it is doped with a very small number of different types of products due to the system's own problems, but the proportion is not large; in addition, the out-of-stock products are also included.
Product search ranking
Different from the previous predictions of the author, the top three, and far ahead, are all kitchen and bathroom appliances, namely: smoke stove set, electric water heater and gas water heater, respectively, 29,000, 20,000 and 1.2 Ten thousand pieces, not small appliances that are more suitable for the development of e-commerce. It can be seen that the development of the industry is relatively mature, the mainstream big brands are more concentrated, the product lines are more abundant, and the e-commerce operation is also more solid. It is the main reason for the three major kitchen and bathroom appliances.
It is worth mentioning that from the single category of range hoods and gas cookers, only 1129 and 1447 different models are on the line, and different smoke stove sets are matched with up to 29,000. Obviously, whether it is online or offline, the combination of more cost-effective combination has become the mainstream form of smoke stove consumption.
Subdivided into the various styles of the range hood, the side suction type and the European style hood are also the mainstream of online consumption. The number of online products is about four or five hundred, which is comparable, and the proportion of Chinese hoods It is smaller, only about 150 pieces are on sale, and it still occupies a place in the middle and low-end consumer groups with its low price advantage.
Miscellaneous, by e-commerce
The fourth, fifth and sixth places are still not small household appliances, but they are air-energy water heaters, solar water heaters and integrated stoves that are larger than traditional kitchen appliances and are inconvenient to transport and install. Three or four thousand pieces up and down. Among them, the author noticed that most of the top sales are some unknown brands, attracting consumers with low price advantage, and more concentrated in individual sellers such as Taobao, Tmall, rather than the mainstream B2C e-commerce platform.
Online sales integrated stoves are mostly based on miscellaneous brands
Smoke stove set tops the list
As we all know, compared with traditional kitchen appliances, the current industry development of large-scale products such as air energy water heaters, solar water heaters and integrated stoves is not mature, brand concentration is not high, countless miscellaneous brands are full, quality and style are even jagged. . At the same time, the traditional sales channels are also relatively single, relying more on building materials channels, specialty stores, self-employed, have poured into the e-commerce channel, mainly want to take advantage of this rapidly emerging emerging channel to get a piece of the pie.
Among all kinds of small household electrical appliances, the rice cookers with more than 60 years of development history have the highest user penetration rate in China and the brand development is relatively concentrated. And based on the small size, the convenience of transportation and no installation, and the advantages of low price and practicality, the sales of rice cookers in the e-commerce channel has increased year by year. The electric cookers and induction cookers are also closely followed by the number of 1225 pieces and 1,204 pieces of on-line products.
In terms of household appliances, the seasonal characteristics of heaters, foot baths and other products are obvious. In the current autumn and winter season, new products are also taken for granted. The products sold online are 1,471 and 1,034 respectively. Among them, the styles of the heaters are diverse, and the types of foot baths are numerous.
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