Writing / Blue Science and Technology
Those who own home appliances at home.SUNINGUshered in the annual "818th anniversary". For SUNING, this year's 818 is of great significance. It is not only SUNING's birthday celebration of "standing at the age of thirty", but also a cardiotonic injection for the home appliance industry in a special period.
This cardiotonic agent is reflected in three key links: Channel, price and service. The business logic among the three is full-scene retail sinking, through services and prices, while increasing user stickiness, emphasizing the deep links of scenes, ecology and services to users and changes in life style.
Recently, the China Household Appliances Research Institute and the National Household Appliance Industry Information Center jointly released the 2020 semiannual report on China's Household Appliances Industry through live streaming. According to Lan Science and Technology, this is also the first authoritative industry report to interpret the development trend of the household appliance market in 2020.
According to the report, retail sales in the domestic home appliance market totaled 336.52 billion yuan in the first half of 2020, down 18.4 percent from the same period last year. In the home appliance channel, SUNING benefits from the online and offline full-scene retail advantage, accounting for 23.9% to lead the home appliance channel first.JingDongAnd Tmall won 17.2% and 10.3% respectively, occupying the second and third places.
Offline market, SUNING ranked first with 18% market share, while local chains, department stores, supermarkets, township retail stores and other channels occupied 71.6% of the market share.
Fighting for channels-- an important driver of SUNING's Retail sales of Yuncheng Home Appliances
In the face of the severe market environment, the accelerated integration of online and offline channels has become a breakthrough strategy for the home appliance market. In the first half of the year, SUNING accelerated the pace of online business and store cloud development, vigorously promoted community marketing, out-of-store sales and home-to-home business, increased support for open platforms, and gave full play to the advantages of online and offline panoramic views. pay close attention to May Day, air-conditioning season sales and 618 promotion hot spots, commodity sales scale increased significantly.
Take SUNING retail cloud as an example, as an important force in the sinking of home appliance channels, SUNING retail cloud plays an important role in promoting the rebound of home appliance sales under the weak pattern. It is understood that since the beginning of this year, SUNING Retail Cloud has moved forward at the rate of 300,400 stores per month, and has not stopped because of the epidemic. So far, SUNING Retail Cloud has opened 6600 retail cloud stores and announced a total of 8000 sprint stores by the end of 2020.
Online and offline integration, channel sinking, which is one of SUNING's secrets to maintain steady sales growth.
Spelling service-- service is SUNING's only product
Zhang Jindong, head of SUNING, has always said, "Service is SUNING's only product, and user experience is the only standard for testing services." This is not just a slogan, but an idea that SUNING has been practicing for 30 years.
After SUNING put forward the service of "half-day and second-day arrival in more than 300 cities" to escort home appliances, the home appliance service was upgraded again during the period of 818 this year. Take the color TV as an example. Recently, SUNING's helper announced that SUNING's color TV service has been comprehensively upgraded during the period of August 18th. Anyone who buys SUNING's direct delivery color TV products can enjoy the integrated delivery service throughout the country. From delivery to installation and other links, 360 degrees no dead corner to protect the user experience, refresh the home appliance industry service standards, but also save users waiting at home, reduce the door-to-door frequency of service engineers.
Price-- it is essential to give real benefits to consumers.
What is more worth mentioning is that during this 818 period, the three services of "expensive indemnity, delayed indemnity and rapid refund" have also become the standard configuration of SUNING 818, with your indemnity guaranteed for 60 days and compensation for the difference; delayed compensation ensures the limitation of delivery, distribution and after-sales service; rapid retreat fully protects the rights and interests of users, and the platform examines and refunds quickly to ensure that there is no worry about refund and exchange. At the same time, the "Jmur10%" program launched by SUNING during the period of June 18 will continue to be promoted during this period, and the range of products covered will be expanded in an all-round way, and the price will be guaranteed for 60 days.
From the perspective of the overall industry, whether it is products, channels or marketing methods, the home appliance industry is undergoing unprecedented profound changes. As China's first home appliance retailer, SUNING advocates delivering to consumers far more than products, but a "product + service" model, which is the foundation of sustainable development.
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