With the effective control of the epidemic, China’s economy continues to pick up, and national consumption enthusiasm continues to heat up. Recently, Jingdong Household Appliance Co., Ltd. and China Yikang Data Co., Ltd. jointly released the “white paper on the trend of May 1 household appliance renewal” (hereinafter referred to as the “white paper”), which pointed out that in the first quarter of 2021, the scale of China’s household appliance market reached 190.3 billion yuan, with a year-on-year growth rate of 47%, and the two-line market showed a rapid growth trend. The rise of people’s awareness of “renewal” has ushered in a “new trend” in the May day home appliance market. The white paper estimates that the scale of the May day home appliance market can reach 52.3 billion yuan. As a leading Omni channel appliance platform in China, Jingdong appliance adheres to the brand proposition of “rejuvenate your life” and makes use of its own platform and service advantages to make early preparations for consumers to rejuvenate on May Day!
In the post epidemic period, “intelligence” and “health” have become hot topics in the consumer market of household appliances. According to the data of zhongyikang, the market scale of smart home appliances will reach 272.7 billion yuan in 2020, accounting for 43% of the total home appliances. At the awe exhibition in 2021, smart home appliances are in full bloom, and the category of health home appliances is constantly refreshing users’ cognition. The consumption concept of national home appliances has already realized the transition from “pragmatism” to “quality is king”, which is inseparable from the boosting role of e-commerce platform represented by Jingdong. JD appliances has been committed to make the supply side more accurate matching, meet and guide consumer demand, and build a bridge between the market, brand production end, user consumption end and the whole industrial chain with cutting-edge technology and digital intelligent supply chain.
With the change of the main consumer groups in the home appliance market, the consumption strength of the “Z generation” army can not be underestimated. As a young group with higher education level, they generally have a higher acceptance of new functions and new categories of household appliances, and their desire for a new life is stronger《 According to the white paper, in the first quarter of 2021, the growth rate of retail sales of all-in-one washing and drying machines, 8K TV sets, fresh air conditioners, sterilization and purification air conditioners and other major electrical appliances upgraded categories remained in three digits, with 395%, 268%, 200% and 171% respectively, and the growth rate of all Italian coffee machines, low sugar rice cookers, independent dishwashers and other small household appliances improving the quality of life also remained in double digits. Generation Z consumers have gradually become the main consumer of household appliances market, further promoting the arrival of “new” tide. JD home appliances has a deep insight into the “renewal” needs of consumers. With its own platform advantages, it helps home appliance manufacturers continuously upgrade their products. At the same time, it strives to use high-value, personalized and differentiated new home appliance products to meet the diversified “renewal” needs of young people.
On the other hand, with the accelerated penetration of the Internet and the sinking of inclusive services, the income and consumption of urban and rural residents have been upgraded, and some middle and high-end categories have shown rapid growth in the sinking market. For example, the retail sales of floor sweeping robots in Rudong area of Jiangsu Province have increased by more than 1000%, the retail sales of washing and drying machines in Ganzhou of Jiangxi Province have increased by 352%, and the retail sales of variable frequency air conditioners in Heze of Shandong Province have increased by 95%. This also brings new ideas for the new upgrade of the home appliance industry. Jingdong appliance makes full use of its platform advantages to carry out Omni channel layout. The “one city, one store” layout of offline stores of Jingdong appliance is expanding in an orderly way. The first super experience store of Jingdong appliance with an area of 50000 square meters opened in Chongqing, and the first flagship store of Jingdong appliance with an area of 10000 square meters successfully landed in Maanshan City, Anhui Province. The number of “Jingdong home appliance stores” aiming at the sinking market has exceeded 15000, further realizing the comprehensive coverage of 25000 townships and 600000 administrative villages in China. Jingdong household appliances gradually improve and lead the consumption ecology of the sinking market, so that the residents of the third, fourth and fifth tier cities can experience the fun of the new life of household appliances at the same time.
In addition, over the years, Jingdong household appliances has always insisted on providing high standard services for consumers. Among them, “30 day price protection, 30 day return for quality problems and 180 day exchange for quality problems” have become the basic guarantee for users to place orders; Wechat 1-to-1 exclusive “small secretary of household appliances” can provide a series of professional and intimate services such as customer activity consultation, logistics information, after-sales consultation, etc; The newly upgraded “36 promises” and the “Beijing umbrella plan” including five categories of platform service, pre-sale service, in sale service, after-sale service and value-added service jointly constitute the complete service system of Jingdong household appliances. High quality products and considerate service make JD home appliances the preferred platform for consumers to buy home appliances.
With the May Day approaching, people’s enthusiasm for “rejuvenation” is rising, and home appliance manufacturers are ready to start. In order to better meet the people’s “refreshing” needs, on April 27, JD household appliances opened the “May Day refreshing week”, and joined hands with manufacturers to increase the tide of “May Day refreshing”. Massive new products and intimate services bring the ultimate experience of refreshing, and billions of subsidies are coming. This may day JD household appliances “refresh your life”!