“The trend of online shopping is no doubt, but many consumers are still not enjoying the dividends brought by e-commerce. This actually reflects the biggest bottleneck that we currently encounter. It is logistics. Currently, manufacturers are also doing logistics integration, I think In the future, we will focus on the development of grid purchases.†At the recent 2013 China National Grid Purchase Summit, Skyworth Group’s e-commerce department chief Ji Yitian stated. His statement has been confirmed from another level. Ms. Wang of the Konka Group Customer Service Center told the “China Electronics News†reporter: “At present, major online shopping complaints of large appliances are mainly concentrated in the transport sector. The biggest difference between online and offline sales is in sales and transportation methods.†Logistics is currently the biggest bottleneck for grid purchases Relative to general merchandise, logistics and distribution has become more prominent in the online shopping process of home appliances, and it is a key link that affects users' online shopping experience. In particular, large home appliance products in the distribution process due to large size, high unit price, heavy weight, but also must be handled lightly, unlike small parcels can be optimized through the collective transport and batch operations, the higher logistics requirements, resulting in At present, users have complained about the “last mile service of household appliancesâ€. The problem of slow delivery of logistics, inability to deliver in specific regions, and non-integration of merchants is currently the three major issues for home network purchases. Experts said that the solution to the problem of "delivery does not go upstairs," "delivery of equipment, and installation" and "nobody controls after installation" in the process of home network purchases will be a milestone in the online shopping market. It will be online shopping. The market has grown geometrically. Home network sales are positive logistics card neck Due to many reasons such as slow delivery, trouble-returning, and no-load delivery, compared to compact and lightweight 3C digital products and small household electrical appliances, TVs, ice (boxes) washing (clothing machines) empty (tuning) and other major appliances The start of the entire online shopping market is relatively late. However, the data shows that home appliances have become more and more outstanding in online market performance. According to the “Analysis Report on Home Grid Acquisition in the First Half of 2013†​​just released by the China Electronics and Information Industry Development Research Institute, in the first half of the year, the sales volume of major home appliances has doubled or even quadrupled and tripled, with traditional household appliances. (Only mobile phones and tablet computers) Online sales accounted for 6.2% of China's overall B2C online shopping market in the first half of the year. Take color TV as an example, online sales of flat-panel TVs have accounted for the total retail sales of domestic color TVs in the first half of the year. 8.3%. The small proportion and the eye-catching increase have aroused the company's expectation on the wire market. “At present, China’s home appliance market has reached 1.3 trillion yuan. As an important component of the household appliance industry, the sales of wires are not high. But because of this, the future has great room for growth. Who can win this cake? Whoever will be able to seize the opportunity of competition.†Chen Bingfeng, Marketing Director of TCL Multimedia China Sales Company, said in an interview with “China Electronics News†reporter that “in the first quarter of this year, online sales and sales of TCL flat-panel TVs increased year-on-year respectively. 77.3% and 59.8%, far higher than the overall growth rate of the industry, such a rapid growth trend, making online sales become more and more important when it comes to distribution channels for home appliance companies, and it may even become the core competitiveness of some home appliance companies in the future. one." “The trend of e-commerce is no doubt. However, there are actually many factors that are not compatible with the online shopping environment of home appliances, especially large home appliances. For example, logistics is the biggest problem that has brought us For example, although Jingdong Logistics has covered most areas, it still cannot achieve full coverage in many places, and many consumers do not currently enjoy the benefits of e-commerce, which is actually the biggest one we have encountered so far. The bottleneck.†Ji Yitian, the head of e-commerce at Skyworth Group’s marketing headquarters, said, “I think the focus of everyone's development in the future is logistics.†Buy segregation test logistics to the countryside In addition to increasing the ratio of large-scale home appliance sales with the overall online shopping market development, there is a completely different phenomenon from the traditional home-purchasing, namely, “buy and use separationâ€. Many young people work in big cities. They hope that online buyers can send electricity to their parents who live in their hometowns. However, the conditions for online shopping in rural areas where parents live are often not good enough. "These new markets are more dependent on logistics, and we must accelerate the construction of the logistics system." Yan Xiaobing, vice president and general manager of the home appliances division of Jingdong Group, said in an interview with a reporter from China Electronics News. In order to further promote the development of electric products, Jingdong has continuously increased its opening and logistics development efforts on the basis of the existing 27 large warehouses. In the first quarter of 2013 alone, Jingdong had newly expanded 24 large cities with large electric appliances. Jingdong's deployment to the channel has achieved remarkable results. Following the launch of major home appliance installation services in Shanghai, the sales of Jingdong Home Appliances also achieved a breakthrough in the first quarter of 2013, an increase of 155% year-on-year and an increase from the first quarter of last year. 22 percentage points. With full logistics and stocking reserves, in June of this year, Jingdong’s 10-year anniversary event, home appliance products hit a turnover of 1.59 billion yuan for only three days. “Now the distribution of domestic e-commerce in logistics is focused on first and second-tier cities. Logistics in the third and fourth-tier cities, townships, and rural areas are difficult to penetrate.†Zheng Liying, an iResearch consulting analyst, told the “China Electronics News†reporter. “The opposite is that the current home appliance market in major cities tends to be saturated, and the market demand in rural areas is gradually increasing, with great potential and promising prospects.†According to the monitoring data of China Yikang, the market size of the city’s home appliances decreased by 7.6% year-on-year in 2012, and the rural household appliance market increased by 3.7%. In 2012, the rural TV market surpassed the urban market for the first time, accounting for more than 50%; In the second-tier cities, the decline was more than 10%, and the decline in the fourth-tier cities was only 2.9%; the water heaters fell in the first-, second-, and third-tier cities, and increased 6.8% in the fourth-tier cities; the growth rates of water purifiers in the first and second-tier cities were 8.4% and 4%, the total increase in the third and fourth tier cities exceeded 12%. It can be seen that the future rural market has greater potential and the online shopping market also shows this trend. Logistic network sales rose cooperation The sustained and rapid growth of the home-grid purchase market has become a predictable reality. At the 2013 China National Grid Power Purchase Summit Forum, Peng Ye, deputy general manager of Beijing Zhongyekang Times Market Research Co., Ltd., said that the e-commerce market has shown a trend of rapid growth compared to the traditional market, and China Yikang predicts that it will be electricity in the second half of the year. The peak period of real power. "From the trend, within the next three years, the e-commerce market will account for 30% of the overall market." Ji Yitian, the head of the e-commerce department of Skyworth Group’s marketing headquarters, agrees. He said: "If the logistics problem can be solved, 30% of the market share can be achieved." And China's electronic video industry association Secretary-General Bai Weimin's point of view is more optimistic, she said: "In the development of e-commerce, logistics Distribution is a key link. If logistics distribution can be done well, it is optimistic that 2016 will account for more than 30% of e-commerce channels." However, home appliances have their own distinctive features. The establishment of a logistics system for the home network purchase market is not an overnight event. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, believes that the e-commerce platform is different from the offline market in terms of shopping, distribution, and services. Online shopping logistics and after-sales services must be adjusted for online characteristics. "I suggest that we all work together to make the logistics system work together and improve the quality of service. This is very meaningful for the healthy development of home network purchases." Bai Weimin appealed. In fact, home appliance companies have their own advantages in logistics can be "a grand exhibition" in the field of online shopping. After decades of development, China has formed a highly concentrated household appliance industry. Each large-scale household appliance company has its own fixed logistics system. Zhang Ruimin, Chairman of the Board of Directors of Haier Group, analyzed: “At present, home appliance companies have no advantage over JD.com and Tmall in information exchange platform and payment platform, but logistics is different. After several decades of accumulation, some home appliance companies have established. Many stores and after-sales service points have laid a good foundation for the logistics network and are irreplaceable advantages." In addition, traditional home appliance companies have service advantages in the logistics and distribution system, including user experience, installation and commissioning, and after-sale services throughout the entire product cycle. At present, many online shopping malls mainly rely on third-party logistics companies, do not provide installation services, logistics and distribution personnel do not have professional knowledge of home appliances, if there is a problem, can not provide professional answers, easily lead to return or other disputes, causing unnecessary Trouble and loss. This may have a greater impact on the development of the home purchase market than logistics. “Now Taobao, Jingdong, Amazon, Yixun and so on have all become our logistics and distribution customers because we can provide more professional logistics distribution and follow-up installation and after-sale services. Our future positioning is to create an open logistics platform. "The logistics director of Haier Rishun Wang Zhenggang told the China Electronics News reporter. It is reported that Jingdong's current logistics and distribution are mainly in three modes: one is the installation of factory personnel to the Jingdong Treasury to pick up the door installation; one is the factory installation personnel and logistics about the time, the user hopes a few points of delivery on the door to install, in The final client meets; another is to cooperate with Haier's service-capable logistics system. “The latter is actually opening all the backstage to Haier and sending them to us. This will be one of the trends in the future of online shopping and home appliance market logistics systems,†said Wang Zhenggang.
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Home network sales are positive logistics card neck