Calmly look at e-commerce is not to scale heroes

The kitchen and toilet electrical appliance industry is regarded as the last profit highland in China's home appliance industry. However, due to the deceleration of the real estate market, the demand for kitchen and bathroom appliances has slowed down. Zhong Yi Kang expects that the growth rate of China's kitchen and toilet appliances industry will slow from 17.4% in 2013 to 11.3% in 2014.

Huang Yaoqing, deputy general manager of the Cherry Blossom Kitchen Planning Department, pointed out that although the overall growth of the kitchen and toilet appliances industry is slowing down, brand concentration is forming, and this is a good factor for kitchen and bathroom appliance brand owners.

Slower market growth and brand concentration in Sakura: Lido Ovid Consulting Analyst Zhao Mingzhi stated that the kitchen and electrical appliances market was affected by real estate, and 2013 manufacturers had increased sales promotion efforts before the end of the energy-saving Huimin policy, which made the first quarter of 2014 The market for kitchen appliances and appliances dropped from the previous year.

According to the data released by the National Bureau of Statistics on May 13, the sales floor area and sales volume of commercial housing in the country fell from January to April, with a decrease of 8.6% and 9.9% respectively. Industry analysts believe that the uncertainty of the future of the real estate market will have a lasting impact on the kitchen and toilet appliances industry.

Huang Yaoqing believes that the slowdown in the growth rate of the kitchen and bathroom appliances industry is inevitable. Although the overall growth rate is slowing down, brand concentration is gradually taking shape. This is a good advantage for cherry blossoms. Sakura can stand in the same position as other brands. Benchmarks go up and compete.

Looking calmly at the e-commerce channel layout, the main difference between the brand-name stores and the offline market is that in the first quarter, the online market for kitchen appliances and appliances ushered in strong growth. Aowei Consulting's data showed that the retail volume of kitchen appliances in the first quarter reached 1.056 million units, and the retail sales amounted to 1.32 billion yuan. Zhong Yi Kang predicts that in 2014, the retail sales of kitchen appliances will reach 16.9 billion yuan, a year-on-year increase of 145%. E-commerce channels are becoming a new growth point for kitchen and toilet appliances.

It is reported that Sakura officially entered the e-commerce channel in 2013 and currently has a full-time e-commerce headquarters operating. In Huang Yaoqing's view, Sakura Development e-commerce has a niche point, that is, all 45 branches of Sakura are run directly, and the logistics after-sale resource system is guaranteed. However, he also stressed that the cherry tree is only a e-commerce as a way for consumers to facilitate the purchase, and will not blindly follow up due to the rapid growth of e-commerce, thus discarding the brand's basic positioning.

It is understood that at this stage, cherry blossoms are mainly brand stores in the channel layout. Huang Yaoqing stated that it is a trend to open brand stores in the building materials market because they can form a crowding effect. In addition, cherry blossoms had a large number of exits from KA stores in the first few years, and they recently resumed negotiations with Gome. Now they have returned to Gome stores in part.

In order to avoid competition between different channels, Huang Yaoqing believes that product segmentation is an action that must be taken to operate a brand. Sakura separates products on different paths.

Deep cultivating emphasis on the use of mature technology Huang Yaoqing pointed out that an unfavorable factor faced by the kitchen and toilet appliances industry is homogenization of products and less and less selling points for product differentiation. It is understood that in product research and development, cherry blossoms are mainly focused on smart, energy efficiency and kitchen and electricity integration. At present, Sakura gas water heater ± 0.5 °C intelligent temperature control technology has been widely recognized by the market. Huang Yaoqing said, “We recently had strategic cooperation with some Japanese companies and we hope to upgrade our digital control technology.”

Huang Yaoqing believes that it is not difficult for the kitchen and toilet electrical industry to develop intelligence. There are mature technologies that can be used as long as they are used. The smart publicity on the market today is more gimmicks. Giving consumers an unwanted technology is increasing the burden on consumers.

“In terms of the industrial scale of kitchen appliances, it is impractical to create a new intelligent control technology. The emphasis is on application,” Huang Yaoqing emphasized.

Huang Yaoqing, a brand that does not use consumerism as the most trusted brand of consumers, stated that under the circumstances of slower growth of the industry, accelerated concentration of brands, and gradual homogenization of products, a brand must face competition in the future and must create products other than products. The value of the information: the flow of information, the convenience of the purchase, and the reliability of the service.

Huang Yaoqing stated that Sakura operates a brand--consumer recognition of the brand's value. Sakura is not necessarily the largest and the highest revenue, but it must be in the circulation of products and information, the convenience of purchasing, and the reliability of services. Doing the best in other areas, "To be the brand most trusted by consumers, this is our position."

"Our brand concept is close to the needs of consumers. We must deepen and realize this concept in all aspects of products, channels, services, employee behavior, and corporate culture," Huang Yaoqing said, and cherry blossoms will be branded every so often. Advocate to make some amendments to make it more in line with the needs of the new generation of consumer subjects.