Appliance stores opened to fight warmth: sales are still not to force

Recently, warm home appliances are selling hot.

This winter thermal products hot and cold two days: conventional warm goods hot appliances will go cold in the property market, cold, traditional home appliances trend is not smooth, several large home appliances chain in the TM to make a big fuss, trying to stimulate consumers to catch the last bus This will set off a wave of consumer boom in traditional household appliances, and this "raiders" may continue until the end of this month. Although the warm home appliance sales or sales accounted for not a large proportion, but the home appliance chain will also take the opportunity to initiate a "warmer warmth."

This winter, the temperature is fluctuating, and the trend of warm goods also appears unusual anomalies: Although the price of warm clothing is up 10% to 20%, its sales have been blown out after a few days of slump. Fresh foods have also continued to rise; although the situation of warm home appliances has improved slightly, but it has not yet reached the bottom, so that this winter thermal products market presents a pattern of hot and cold two heavy days.

Some warming products worth about one to three percent

Attentive consumers may find that the price of warm clothing or warm appliances seems to have risen to varying degrees in the winter. “It seems expensive” is the first intuitive feeling of many consumers, and the fact is indeed the case.

With regard to consumer-sensitive price issues, some of the staff in the relevant departments of the store appeared to be shrilling and responded with a cautious response: “Our stores have made great adjustments to the brand, eliminated some low-end brands, and introduced more mid- to high-end brands. The price adjustment is normal." "Influenced by factors such as rising costs of raw materials and labor, the price level of clothing this winter has obviously risen." Wang Wei, director of the local chain Tianhe Department Store Operation Center, said that the domestic brand price has increased over the previous year. 13% to 15%, "And the number of international brands is still more than this, generally around 20%." Chaozhou supermarket chain and several department store sales promotion staff also confirmed that warm clothing worth 1 to 20%.

What is the status of warm clothing and warmer appliances? Reporters visited the three major home appliances chain stores found that the overall price volatility of heaters this year is not large, the low price of more than 100 yuan, high-end there are 2,000 yuan up and down, such as the United States, Emmett, Pioneer, Lianchuang and Gree and other major In each price segment, mainstream brands have 2 to 3 models for consumers to choose from, which is significantly more selective than in previous years. However, the price of oil radiators fluctuates sharply. The average unit price rose from 429 yuan last year to 639 yuan this year, a full increase of about 210 yuan.

Chain store super conventional thermal products sold out of stock

Warm winter weather once caused the chain retail industry to encounter a few “cold winters”, and almost all of the thermal products on the line were not going well. However, a wave of cold waves hit Dongguan last week, finally allowing people who used to enjoy winter warm sun to feel "bone chill," and have to go to the streets to purchase winter clothes.

The reporter saw the scene at the Rainbow Plaza East Vertical Store on the day before yesterday. The shop is popular and can almost match the popularity of large-scale supermarkets. Some of the hot models of the brand even appear to be out of stock, and the promoters transfer the goods from other stores. Even more so, the scene is quite "lively".

“Because it coincides with the anniversary, we have given the most shocking concessions for the year.” According to Zou Hui, the person in charge of the Tianhong Store at Rainbow Plaza, the store’s sales surged nearly 50% year-on-year. Wang Wei, director of Tianhe Department Store Operation Center, also stated that during the member's thanksgiving feedback, consumers can exchange value for money. Recharging over 1000 yuan can also give 1x points. “The hot selling results are beyond our expectations, sweaters, down jackets. Sales of bedding and bedding continue to rise, and it can be said that the entire retail industry has gone out of the downturn in the warm-keeping products.”

The reporter learned from the local chain Dongguan Jiarong that the sales performance of warm winter clothes, shoes and socks, and bedding in the store has increased by 30% to 40% over the previous week. Winter skin care products, hot pot base materials, and raw materials used in the market have also performed well. “In the past few days, conventional warm goods have been selling very hot, with an average increase of 20% to 30%. Lots of good large-scale stores have grown by more than 30%.” Wang Ruifang, manager of Carrefour Dongguan’s public relations department, said that the specific individual heat Selling goods is still more than this increase.

Warm home appliances do not meet the cold sales

Compared with the sudden increase in the “suction of gold” in the chain, the home appliance store has already put on a prominent position in the warm home appliances, and the overall performance is not “to force”.

Information from fashion appliances shows that since the temperature dropped, warm home appliance sales have “recovered”, but compared with the same period in history, they cannot be compared, and they can only be described as “still less forceful”. And Dongguan Gome (microblogging) also said that currently including heating and cooling air conditioners, heaters, induction cookers, etc., there is no significant improvement in warm home appliances, "the overall sales are still small, the increase is not very optimistic.

The materials provided by Dongguan Suning indicated that there was a slight upsurge in the sales of heating appliances in the week, with the growth of oil radiators and electric heaters being the most obvious, such as the increase of 359.22% in heaters, of which Midea and Emmett grew by 225% respectively. , 100%, and to promote the sales of kitchen appliances such as induction cookers, electric pressure cookers, electric cookers and microwave ovens.

“According to the weather forecast information we have learned, Dongguan will cool down again in the next few days,” said the director of the marketing department of Dongguan Suning Market. He said that during the month, there will be 508 yuan package models and 129 yuan to 219 yuan. Conventional heating models, the original price of 178 to 458 yuan of joint heating special heater for only 149 to 399 yuan, "full of stocks this year, is expected to prevent last year's out of stock situation."

The reporter learned from the fashion electronics that the store will start a warm winter appliance sale this week. At the same time, 80% of the new products will be on sale. At the same time, 70% of the household appliances will be sold at a favorable price. “As the temperature is further lowered, the price is expected to further explore. ".

Webmaster spoils to grab traditional store shares

For the traditional stores, this closing war is destined to end in the name of trade-in, rushing to warm home appliances and contending for New Year's goods, but the online mall has played the role of “dark horse” accidentally.

Reporters logged in to Gome Online Mall and discovered that the annual crazy “Dingyehui” has been staged before. During the 72 hours of continuous low price, Sanyo 6KG capacity washing machine only needs 999 yuan, Meiling three-door refrigerator, Sony 32-inch color TV and Electrolux air conditioner , only sold for 1499 yuan, 1888 yuan, 1958 yuan, so as to "cut the bottom price" and the traditional store to catch food at the end of the year.

Online shopping mall "big brother" - Taobao also launched the "National Crazy" online shopping feast the day before yesterday. In an interview with reporters, the person in charge of the relevant department of Taobao said that consumers have logged in to the event page from now on and added their favorite products to the collection of Taobao shopping carts. On the same day, when they photographed the goods and paid for them, they may be granted a one-time opportunity. The single limit is RMB 1,000. If you recharge the Alipay account with 100 RMB in advance, you will have the chance to get another RMB 100 red packet. We will distribute a total of RMB 12 million red packets to 120,000 users.”

It can be foreseen that the traditional physical stores will compete online and offline with online virtual shopping centers to compete for "fight of the duel", or even "a little gunpowder smell."