Appliance market new year new weather

The performance of the New Year's Day home appliance market was remarkable in 2013, especially in the chain stores. Passenger traffic and sales were significantly different from those in 201211. Refrigerator freezer, black, washing machines, heaters are popular products. In order to capture New Year's Day’s shares, many businesses started promotions in advance, warmed up the market, and had sales peaks on December 31 and January 1, 2012.

The promotion method focuses on straight down. Buy, return, pre-delivery and other promotional methods have not been able to attract consumers, and rational publics hope to receive direct benefits, eliminating the need for pocket promotions.

Oaks Air Conditioning Concessions continued until January 10, during which time consumers purchased the Hotmax 2 series, mirror series or other frequency conversion products, and they can get soymilk + double Hong Kong and Macao travel spree, and 100% free replacement under non-human factors. New machines. Chigo Air-Condition also launched a Hong Kong and Macau tour gifting event.

Gree Air-conditioner in Sichuan has lowered its price, I-series counters have been reduced by 1,000 yuan, and the u-series has dropped by 500 yuan. This makes clear the benefits, and the amplitude is very tempting.

Mainstream brands join the war. Including Gree, Midea, Haier and other domestic brands, Japanese foreign brands have participated in store activities, the decline is even greater than the second and third tier brands, intensifying the New Year's Day price war. Gree, a main push model, a 35-level energy efficiency converter, the price is 3890 yuan, in contrast to this, the price of its competitors corresponding products reached 4,000 yuan. An air-conditioning salesperson made it clear that brands represented by Gree in the past basically did not participate in the sales activities, except on the New Year's Day in 2013.

Heating demand climbs. Haier's three-minute speed hot air-conditioning is highly concerned about, Gree Almighty King immediately after listing was sought after, Hangzhou Hot Pa 2nd generation 2p cabinet machine out of stock on New Year's Day, Zhi Gao days proud of the performance is not outdone.

Oaks air conditioning Hangzhou area promotion department Fang Jian introduction, January 4, Hangzhou, the highest temperature 0 °C, the lowest temperature -2 °C, snow filled the city, "when the cold weather home without heating effect is good air conditioning, really unbearable, especially Elderly people and children, too low room temperature can easily cause colds, frostbite and other conditions,” he said, during the New Year’s Day, many consumers are buying thermal bucks for the heat, 2900 cabinet machine 7900 yuan, apart from anything else, took away .

E-commerce grabs share. E-commerce companies mainly eat small kitchen appliances, household electrical appliances and other products, household appliances by the weather, express delivery, warehousing and other factors, facing the explosion warehouse, logistics and distribution delays and other issues.

High-end products are fierce. New Year's Day performance is prominent in the store, the manufacturer's strategy is to push the high-end, push 2013 new products. Including Gree I and U, Oaks thermal tyrants and other are the main push models, a power efficiency 1.5p linked frequency converter price of more than 3,000 yuan, Gree Almighty King price of 8,000 yuan. Hangzhou chain stores, the United States still Shanghang series hang up, with 1 night 1 degree advantage, 1 energy efficiency 1.5p hang up, priced at 4680 yuan.

Analysis of the industry, air-conditioning market, the average price level to pull up, is the inevitable result of the brand's own product structure adjustment, but also the inevitable increase in consumer demand for product quality.

Start the Spring Festival stall early. The returnees, the newly-married family and other people at the end of the year will become the dominant consumer of household appliances in the coming month. Given the extreme weather, heating demand will continue to heat up. Manufacturers have delayed promotional activities until mid-January or even late January. Manufacturers hope to use the New Year's Day good situation, chase after the Spring Festival sales, to make more room for the busy season and turning room.