2020年空調新冷年已經正式啟動。炎熱夏季(ji)的到來,無論(lun)是(shi)辦公環境還是(shi)個人需求,空(kong)(kong)調(diao)的(de)(de)剛需是(shi)顯而(er)易見的(de)(de),對于空(kong)(kong)調(diao)銷售旺(wang)季的(de)(de)到(dao)來,相信每(mei)一個空(kong)(kong)調(diao)企業(ye)都會高度的(de)(de)重視。而(er)空(kong)(kong)調(diao)作為夏季熱賣的(de)(de)明星家電,很多電商平臺紛紛打出了(le)“狂歡繼續瘋搶(qiang)不停”等的(de)(de)各種促(cu)銷口號(hao),拉動消(xiao)費群體的(de)(de)關注。同時,電商購(gou)物的(de)(de)便捷性也影響著企業(ye)的(de)(de)發展布局。
空調行業發展現狀
隨著(zhu)互聯網的高速發(fa)(fa)展(zhan)、線(xian)上(shang)(shang)平(ping)臺的接受度日(ri)益提升,各大(da)品牌發(fa)(fa)力電(dian)商(shang)領域推動電(dian)商(shang)平(ping)臺上(shang)(shang)空(kong)調(diao)銷售的各方面(mian)條(tiao)件成(cheng)熟,線(xian)上(shang)(shang)線(xian)下(xia)的共生發(fa)(fa)展(zhan),這不僅(jin)將成(cheng)為未來(lai)發(fa)(fa)展(zhan)的一種(zhong)趨勢,也給備受壓力的空(kong)調(diao)行(xing)業(ye)和空(kong)調(diao)企業(ye)指出了一條(tiao)轉型升級(ji)的發(fa)(fa)展(zhan)方向。
目前(qian)我國(guo)家用(yong)(yong)空(kong)調(diao)(diao)的(de)(de)(de)產量已(yi)(yi)(yi)占到世界(jie)總產量的(de)(de)(de)80%以上,銷售(shou)量的(de)(de)(de)50%,已(yi)(yi)(yi)成為(wei)全球的(de)(de)(de)空(kong)調(diao)(diao)器(qi)生產基地。經過多(duo)年的(de)(de)(de)洗牌,家用(yong)(yong)空(kong)調(diao)(diao)業(ye)已(yi)(yi)(yi)進入“剩者為(wei)王”的(de)(de)(de)局面(mian)。但(dan)增速(su)放緩已(yi)(yi)(yi)成為(wei)行業(ye)面(mian)臨(lin)的(de)(de)(de)共同問題。為(wei)應對(dui)“寒冬”包括格力電器(qi)在內的(de)(de)(de)多(duo)家白電企業(ye)積極(ji)謀求多(duo)元化轉型。智能作(zuo)為(wei)空(kong)調(diao)(diao)熱賣的(de)(de)(de)賣點(dian),成為(wei)大部分產品(pin)的(de)(de)(de)標配。
格力:格力去年紛紛和阿里、京東等互聯網企業合作推出智能空調,意味著,過去一向倚重線下專賣店“打法”比較傳統的格力,也積極采用定制的新“玩法”,來拓展線上電商市場。
美(mei)的:美的早在(zai)去年(nian)8月新(xin)冷年(nian)開始(shi)(shi)前夕就發(fa)布新(xin)一(yi)代智(zhi)能(neng)空調產品(pin),美的高層人士表示(shi),從2019年(nian)冷年(nian)開始(shi)(shi),所有變頻空調將逐漸全線升級為智(zhi)能(neng)空調,全國建設3萬(wan)個智(zhi)能(neng)化(hua)體驗的網點,開始(shi)(shi)以舊換新(xin)活動,他稱這(zhe)是(shi)“空調行業智(zhi)能(neng)時代”的到來。
海爾 :2019年國內智能空調占(zhan)整體空調市場銷(xiao)量比例(li)已達19.2%,同比增長10.7%。其中,海(hai)爾(er)銷(xiao)售量份額占(zhan)有(you)率(lv)達51%。
空調電商急需解決的問題
首先,空調的安裝專業化程度非常高,并(bing)且需要一些專業的安(an)裝(zhuang)工(gong)具。這就(jiu)導致(zhi)了一般(ban)(ban)普通家庭的消(xiao)費者無法實現自行(xing)安(an)裝(zhuang)。而彩(cai)電、冰箱、洗(xi)衣機安(an)裝(zhuang)比較簡單,一般(ban)(ban)消(xiao)費者就(jiu)能自行(xing)安(an)裝(zhuang)使用。
其次,空調在(zai)線(xian)上(shang)電(dian)商(shang)銷售,售后和(he)安(an)裝(zhuang)服務(wu)在(zai)網頁(ye)上(shang)沒有明(ming)確的顯示。在(zai)商(shang)品的SKU詳情頁(ye)上(shang)沒有完整、清(qing)楚的流程(cheng)和(he)安(an)裝(zhuang)費(fei)用(yong)價格表,消費(fei)者對(dui)(dui)電(dian)商(shang)的安(an)裝(zhuang)和(he)售后服務(wu)沒有完全(quan)認可。對(dui)(dui)于相對(dui)(dui)高值的大家(jia)電(dian)消費(fei)者不(bu)想(xiang)售后安(an)裝(zhuang)麻(ma)煩,更不(bu)希(xi)望上(shang)當(dang)受(shou)騙。
最后,空(kong)調在線上電商銷售沒能實現物(wu)流送裝一(yi)體化,導致消費者從下訂單(dan)到最后的安裝使用時間周期相對較長。
10.35%(62家) |
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8.68%(52家) |
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12.19%(73家) |
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1.34%(8家) |
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4.17%(25家) |
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7.51%(45家) |
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2.17%(13家) |
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31.55%(189家) |
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18.36%(110家) |
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0.50%(3家) |
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2.67%(16家) |
2021年網(wang)站數據(ju)庫共(gong)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)599家(jia)(jia)(jia)(jia),其(qi)中品牌(pai)(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占(zhan)總比(bi)最多,達到189家(jia)(jia)(jia)(jia),其(qi)次為(wei)京(jing)東(dong)特許店(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)110家(jia)(jia)(jia)(jia),京(jing)東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)73家(jia)(jia)(jia)(jia),品牌(pai)(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)62家(jia)(jia)(jia)(jia),京(jing)東(dong)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)52家(jia)(jia)(jia)(jia),蘇寧旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)45家(jia)(jia)(jia)(jia),蘇寧自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)25家(jia)(jia)(jia)(jia),企業(ye)店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)16家(jia)(jia)(jia)(jia),小品牌(pai)(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)13家(jia)(jia)(jia)(jia),拼(pin)多多店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)8家(jia)(jia)(jia)(jia),品牌(pai)(pai)商城收(shou)(shou)錄網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)3家(jia)(jia)(jia)(jia)。
小編認為(wei),目前空調(diao)企(qi)業紛紛“觸網”的同(tong)(tong)時,還有(you)一(yi)些問題(ti)亟需要解決,比(bi)如(ru)如(ru)何(he)平(ping)衡(heng)傳統渠道(dao)與新興電商渠道(dao)之(zhi)間的關(guan)系;如(ru)何(he)根據自身企(qi)業的優勢在電商平(ping)臺上找到(dao)宣(xuan)傳的“痛點”,從(cong)而更快的達到(dao)收支平(ping)衡(heng);此外,空調(diao)產品由于涉及到(dao)后期(qi)的安裝和(he)售后服務(wu),區(qu)域(yu)的不(bu)同(tong)(tong)以(yi)及所(suo)用耗材(cai)品牌的不(bu)同(tong)(tong)使得各區(qu)域(yu)最終(zhong)成交價會(hui)有(you)較大的差異,一(yi)旦進(jin)入(ru)電商渠道(dao),價格方面如(ru)何(he)控(kong)制,市場如(ru)何(he)管理。這一(yi)系列的問題(ti)如(ru)果不(bu)能得到(dao)很好的解決,企(qi)業在電商這一(yi)新型渠道(dao)模式上就不(bu)會(hui)得到(dao)想要的收獲。