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In this different 2020 Spring Festival, because of the new coronavirus, masks and alcohol have become necessities in everyone’s life. After many years, I will think of 2020. Health will definitely become the main theme of this year. Maybe people’s awareness of health will be because of this The new coronavirus has increased a lot.

Although the Spring Festival is no longer the time to sell home appliances, many home appliance manufacturers are also seeking new breakthroughs according to the changes and trends of consumption during the Spring Festival. However, the outbreak of the new coronavirus has caused a greater impact on manufacturers.

Become the main battlefield online

JD.com just released its Spring Festival sales data not long ago. According to the data, there are several characteristics of this year’s Spring Festival consumption: nationwide demand for basic livelihood commodities such as rice, flour, grain and oil has surged; Orders in first- and second-tier cities have increased significantly; consumers across the country have sent a large amount of medical protective equipment to epidemic areas such as Wuhan, Hubei; demand for home mothers and babies, health, pets, home appliances, entertainment, etc. has grown “counter-seasonally”.

The epidemic has a huge impact on everyone’s daily life. During the Spring Festival, JD Logistics quickly moved millions of disinfectants and hand sanitizers from the factories of major brand manufacturers into JD’s self-operated warehouses and shipped them out. The consumption of home and food has also increased significantly.

According to data from JD.com, from the first to the third day, the turnover of grain and oil increased by 15 times year-on-year. Among them, the turnover of edible oil increased by 556% year-on-year, and the turnover of rice, flour and miscellaneous grains increased by more than 20 times year-on-year. The overall sales of the instant food category were hot, with the turnover increasing by 423% year-on-year, of which the instant food category exceeded 10 times year-on-year. The turnover of milk category also increased by 300% year-on-year, and the turnover of drinking water increased by 200% year-on-year. This all proves that during the epidemic, online shopping malls have become everyone’s supermarkets.

However, there is another piece of data that the author is very interested in, and that is the sudden increase in the sales of health appliances. This is a short-term trend during the epidemic. What about long-term investment in health? Let’s look down.

New Internet Red Home Appliances – Health, Sterilization Products

In fact, before the epidemic, health has become a topic of great concern to everyone, so with the development of the epidemic, this concern has reached its peak.

According to the data, the sales of Jingpin home appliance antibacterial products during the Spring Festival (the first to the ninth day) increased by 300% year-on-year. Among them, the sales of smart sterilization products for kitchen dishwashers doubled year-on-year during the Spring Festival; the air purifier products of Jingpin small household appliances with functions of sterilization and virus filtering were extremely popular during the Spring Festival, with sales increasing by 2.5 times year-on-year. In addition, Jingpin ice washing silver ion sterilization and steam washing products are very popular, and sales during the Spring Festival increased by nearly 1.5 times year-on-year. Among them, air purifiers have even sold out of individual models in some regions.

As for Suning, the sales of a variety of health and sterilization appliances on the Suning platform increased by over 200%. Among them, the sales of disinfection cabinets increased by 205% year-on-year; the search volume of dishwashers increased by 283% year-on-year; the sales of wall-mounted fresh air and fresh air systems increased by 304% year-on-year; the sales of small health appliances such as water purifiers and garbage disposals also achieved a large-scale increase.

We all know that the major home appliance market has been relatively saturated in recent years, making the entire home appliance market in a downturn. According to data released by Aowei Cloud, the annual retail volume of the TV market in 2019 decreased by 2% year-on-year, and the retail sales A year-on-year decrease of 11.2%, and the average price of products in the industry was 2,809 yuan, the lowest in the past ten years. The retail sales of refrigerators and air conditioners also fell by 1.31% and 9.56% year-on-year respectively.

Therefore, the hot sale of small household appliances for health and sterilization has also given new hope to the household appliance industry. But is this a long-term sustainable growth point?

May be too optimistic about the future of healthy small appliances

In fact, many home appliances have been greatly affected by the environment. For example, air purifiers were once popular because of smog. However, with the increase in household ownership and the improvement of air quality, the air purifier market has also opened up. We are in a sluggish state, and this time because of the development of the new coronavirus, the sales of such health products that have increased significantly can continue to be sold well, we have to put a question mark.

However, from the current situation alone, we can also feel that many companies are developing health products. For example, Haier has recently launched dozens of healthy home appliances, and has helped users purchase healthy products through the Haier Health Quality Festival. It can also be seen that manufacturers are facing changes in the plight of the home appliance market.

However, this does not mean that manufacturers need to expand blindly, because on the one hand, with the control of the epidemic, the sales of hot-selling home appliances will be affected. Doubt, and blind expansion at this time will cause risks to the enterprise.

According to Wen Jianping, chairman of Aowei Cloud, the transformation of channels will be further accelerated in 2020, so it is necessary to reorganize channels, adjust marketing, and decisively adjust the channel structure, focusing on the layout of online channels and the company’s own e-commerce sales platform, micro-business Platform and community marketing platform, optimize offline channels and operation models, and take efficiency as the guide. Therefore, the current difficulties encountered are also very likely to force home appliance companies to accelerate the transformation and layout of the new retail structure, thereby creating new growth opportunities.

Therefore, we must take a long-term perspective. We cannot blindly follow the trend to buy products such as dishwashers and sterilizers because of the current situation. Instead, we must strengthen health awareness. These products are not needed during the epidemic, but recognize these products. Products have really played a role in cleaning and health care in our lives.

write at the end

In this period of the outbreak, people may have a deeper understanding of health. We are almost unable to resist the forces of nature. However, for the management of our daily life, we can go a step further. Finally, I wish everyone good health.