One-stop shopping for home appliance companies entering traditional home stores is motivation

The weather is hot, want to change the air conditioner, electric fan or refrigerator in your home? Now, many consumers have found that to buy the above-mentioned home appliances, not only can go to the appliance store, but also to the home store. Recently, Mr. Huang bought a floor-standing fan in Bai Anju, 99 yuan. This price is cheaper than many home appliance stores, and there are many brands to choose from. Why are so many home appliance companies willing to enter the traditional home store? What is the living status of home appliance companies in the home store? With these questions, the reporter visited a number of home stores and some home appliance companies that have already entered them. Three ways to enter the market It is understood that there are three main ways for home appliance companies to enter the home market. First, the way to cooperate with home furnishing companies, such as Jinhaima, Jockey Club, Panyu Jisheng Weibang and Bo Royal Residence, have such enterprises, such as Siemens Electric, choose to cooperate with Weifa cabinets to enter the home store; the other is to stand alone Stores, where to open specialty stores or set up counters, such as Matsushita Electric, CAV Audio, Electrolux and other electrical stores in JSWB and other stores; while in the home, there are Aotelang water heaters, Midea appliances and other counters, B&Q has a side too Electrical counters, etc. The third type is self-operated by the home store. Like B&Q, there are many self-owned brands of home appliances, and home appliance companies enter the store through the form of OEM for the store. No matter which way you enter the home store, many home appliance companies seem to be living well. Take B&Q as an example. There are about three levels of internal electrical appliances. Even the lowest-margin entry-level products, although the price is not high, and home appliance companies can only get the OEM costs, the individual profits are not high, but these products The sales in B&Q are large, so the overall profit still makes these companies happy to cooperate with them. The operator of Fangtai Electric told reporters that unlike home appliance stores, there are a large number of buyers of furniture, home appliances, home furnishings and other products in the home store. Like the high-end products launched last year, they are too high-efficiency static suction technology. Hoods have always been at the forefront of sales in the home store, and their brands have gained more market recognition. Zhai Yuzhou, general manager of 靓Home, pointed to the home appliance counter in his store and told reporters that they have completed the integration and upgrade of 11 stores. Nowadays, there are more and more home appliance brands and product categories. If there is no considerable sales, how? There will be so many companies entering one after another, and entering a branch and entering another branch? Broadening the channel to reduce costs is indeed a matter of home sales, which is a win-win situation for home appliance companies and home stores. Operators like Electrolux said that they have built flagship stores in high-end home stores in key cities such as Beijing, Shanghai and Guangzhou since April last year, because the consumer groups in the home stores are very consistent with their target consumers. In line with their strategic needs for the high-end market, they also hope to establish a boutique flagship store in the home store by cooperating with dealers to further expand the sales channels and complement the traditional home appliance channels. In addition to broadening sales channels, many small household appliances and air conditioner dealers told reporters that due to the high channel fees of home appliance stores, home appliance companies are eager to open up new sales channels to reduce overall marketing expenses, while home stores are undoubtedly One of the best choices. It is more important to achieve one-stop shopping. Consumers who enter the home market are often buyers who are still renovating or just finishing the decoration to buy furniture. Home appliances enter the home store and provide consumers with a one-stop shopping experience. It also makes it possible for them to intercept passengers in advance. Zeng Yuzhou told reporters that many consumers who come to buy homes for building materials, furniture or to choose decoration packages will buy home appliances here after the renovation. Because kitchen appliances, air conditioners and other products need to be installed, one-time purchase can get better. The service is also more convenient to communicate with the construction staff of the home improvement company. Like refrigerators, washing machines, rice cookers... these home appliances that don't need to be installed sell well in them. Because the price of buying these items in the home store is not more expensive than the appliance store, and it is very convenient to buy at the same time, it is very popular among consumers. The operators of Electrolux said that with the rapid development of China's economy, many consumers who pursue quality of life began to pay attention to experiential consumption. The factors such as shopping environment, service and time cost have become important factors in their decision to purchase. . In the home store, while creating a relaxed and superior shopping environment, it can also provide consumers with a choice of multi-category home products. For some consumers who have the need for decoration, they can simultaneously purchase building materials, furniture, cabinets, and home appliances in the home store. Such products have greatly saved time costs and truly realized the demand for one-stop shopping. The operator of Fangtai Electric said that consumers approaching home stores are different from consumers approaching home appliance stores. Customers who enter home stores not only have family-style, but also engage in real estate development business, and enter the appliance store. Most of them are family customers, and most of them are replacement needs. This means that a single purchase into a home store buyer will be even larger. It is better to match Jackie Chan. In fact, for electrical products like embedded kitchen appliances, you can choose to enter the home store, and you can achieve a more perfect installation effect. Fang Tai’s operators said that consumers who purchase high-end products such as high-efficiency static suction not only pay attention to the performance of the cooking fumes, but also pay attention to the overall effect of the cooperation with the kitchen space. If they can be customized with cabinets and other products, they can be guaranteed. There is a better fit between the kitchen appliances and the cabinets, and it will be installed better, which means that the mute effect and the performance of the range hood will be better. For the enterprise, it also means that a higher reputation can be achieved.

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