The end of the store ushered in "revelry" appliance manufacturers last fight

As the point-of-sales platforms for many home appliance stores have become more mature this year, physical store promotions have decreased a lot compared to previous years. At the close of the year, retailers and home appliance manufacturers hope to use the end of the year promotions to conduct their final blog.

“In a few days, for the vast majority of home appliance manufacturers and retail companies, to achieve the annual sales target, everyone is working hard.” A person in charge of home appliance manufacturers told reporters.

At the end of the year, the store will usher in a new wave of large-scale promotions.

Home appliance industry analysts pointed out: "This year, the overall home appliance environment is not satisfactory. The entire refrigerator market has shrunk. It has been difficult for home appliance companies to complete their scheduled tasks for air conditioners and refrigerators at the beginning of the year. TV sets have also seen some declines. Before the end of the year, retail stores will be jointly launched with manufacturers. Formal promotional discounts to ensure the completion of sales."

The store was tepid at the end of the last fight from the end of consumers queuing to snap to the now thin and thin stores, consumer demand slowed down, the home appliance industry showed an overall excess capacity, the city's home appliance ownership tends to full. Consumers lack the desire to purchase more discounted promotions.

Recently, six Japanese digital and home appliance companies including Canon, Sony, and Nikon have lowered their 2012 sales plans. The total reduction rate is 10.5 million units, which is about 10% lower than the original plan. Compared to the 4.5% decrease in 2011, sales are expected to decline for the second consecutive year. Home appliance industry analysts pointed out: "The decline in the share of Japanese companies in the domestic appliance manufacturers to make room for space, this year's home appliance manufacturers days better than some."

A Gome store manager told the reporter: “Every year at the end of the year, Christmas Day and New Year’s Day have become major sources of income for home appliance manufacturers and stores, and even decide whether or not to complete sales tasks for the whole year.”

“The popularity of online sales will impact on the performance of physical stores this year, but online sales are mainly based on 3C products such as digital and mobile phones. Most customers still approve traditional stores for major home appliances, and this year’s total sales tasks have basically been on New Year’s Day. The sprint phase is currently only a few million, and during the year-end holiday season, it should be able to fully meet this year's sales, said the person in charge of Dazhong Electric Zhongtadian Market Department.

An Xinjie, general manager of Beijing Dazhong Electric, told reporters: “According to the economic development in 2012, China’s economic growth will steadily slow down in the near future. This year, the home appliance retail market will face unprecedented challenges. ”

The “lighting” performance of home appliance manufacturers at the end of the year was based on the relatively satisfactory sales performance in the first half of the year, and some home appliance manufacturers increased their sales targets. According to Zhang Xuebin, Chairman of Skyworth's Board of Directors, Skyworth has raised its TV sales target for fiscal year 2012 to 10.5 million units. The target of color TV sales in the Chinese market has increased from 7.6 million units to 8.1 million units, an increase of 15%. In the second half of this year, Hisense launched narrow-edge new products and expanded its 55-inch production line. TCL also increased its 2012 sales target to 15.2 million units.

Last year, the annual sales of domestic color TV brands increased. Ovid Consulting's data show that Skyworth's annual sales volume was 6.32 million units, up 12% year-on-year; Hisense 5.97 million units, up 4.3% year-on-year; Changhong 6.06 million units, up 15% year-on-year; TCL 5.56 million units, up 9.6% year-on-year . TCL marketing department official said: "With the expansion of e-commerce channels this year, the performance will increase by more than 30%, especially in the field of smart TV, will double at the end of the year." However this year, the whitewash market such as ice wash shrinks.

It is understood that Hisense, Konka, TCL, Skyworth, Changhong, etc. all have special plans for e-commerce channel products. Currently, e-commerce channels account for about 20% of Hisense's overall sales.

Hisense related sources told reporters: "Hisense products in Jingdong Mall to achieve sales revenue of nearly 200 million yuan. With the expansion of the second half of the year and the sprint of the end, it is expected to reach 300 million."