Appliances "Double Brand" road still needs to adapt period

After the rapid development of e-commerce, the signs of “walking on two legs” of online and offline manufacturers of traditional household appliances have a very strong trend. This route, whether for manufacturers, businesses, or consumers, requires an adaptive process.

Manufacturer: "Double Brand" Expansion

Online and offline “dual brands” are now spreading in the home appliance industry. In addition to the traditional store brand channels, the online store specifically opens up new brands and e-commerce sales routes, and each has its own merits.

In September last year, Konka began to launch the Internet TV brand KKTV, and in the near future continue to publish four models for the spring sales of network-only products, mainly full-HD FullHD and ultra-high-definition 4K TV, placed in KKTVMALL, Tmall, Jingdong, Suning Yi Major e-commerce sales such as purchases, models covering the mainstream 42-inch, 49-inch market; and another color TV company Skyworth, as early as two years in the network launched the "Cool open" brand, for the network to buy groups; In contrast, Haier's sub-brand "MOOKA" focuses on increasing the popularity of fans for Haier products, while Changhong's sub-brand "Qianke" focuses on the interactive experience.

Although some brands or models do not have very clear online sales orientation, they also emphasize “mainly for online sales”. Before the Spring Festival this year, consumers Huang Abo and Pan Ayi bought their own Hisense TV through their son’s orders. Before the decision-making purchase, the two elders prepared to go to the store to actually experience it, but they were told by the promoter: “The one you buy is only sold online. We have only one approximate section here.”

Many brand owners of household electrical appliance companies have expressed similar views to reporters. E-commerce consumers are mainly young consumers, and the emergence of online sub-brands is mainly aimed at targeting the diverse and multi-level consumer needs of young people. For example, the popular Internet TV of e-commerce is generally around 2999-3999 yuan in price, which is relatively a mid-range price, especially the networking function.

Business: Mixed

The industry commented on the new online sub-brands. The relatively uniform industry consensus analysis is that traditional home appliance brands have previously been deeply rooted in physical store channels. There are large chains such as Gome, Suning, and Guangbai Electric, as well as their own chain stores, and even many large, medium, and small stores. Agents. After the rise of online sales, online and offline competition is likely to occur, which will affect the overall price system. Using the sub-brand “two-line operation” method, two lines are staggered. This is indeed a more flexible strategy.

There is also a big reason for the increase in user stickiness through Internet sales. The market research company AVC consulted (AVC) when analyzing the situation of this year's "May 1" color TV market, and analyzed that the current "battle of the model" of major brands is very important, and the model that can produce the greatest user stickiness must be sufficient. Embrace the internet.

However, some manufacturers and related businesses do not fully agree with this approach. Han Baoxiang, general manager of Guangzhou Gome, said: "In fact, the difference is the product code, the product features of the same grade configuration is not much difference." Many claimed network sales of products, in fact, with the same level of physical stores only a slight difference. The reason is that if the manufacturers introduce new models for the same grade, it is not optimal from the perspective of scale and low cost, so the mold will not be easily adjusted.

Han Baoxiang also stated that now that network information is relatively well-developed, consumers can check relevant product information and compare it with a mobile phone in the store. It is easy to know where the difference is. "This approach should be a temporary one."

From the perspective of consumer cognition, online sub-brands still need a period of training. Many consumers compare shopping online and offline, may find the "mysteries" of dual brands, and consumers who are not familiar with may think of two different brands.