Sales growth of residential goods accelerates

  Promising and stamina home appliance market supply and demand is booming (new economic orientation · expanding domestic demand to promote consumption)

  Household appliances and furniture have always been the "big head" of the consumer market.

Data show that in October 2020, the growth rate of residential commodity sales across the country accelerated, and the growth rate of retail sales of home appliances, furniture, and building materials accelerated by 3.2, 1.9, and 3.7% respectively from the previous month.

All localities and departments are actively carrying out consumption promotion activities, creating a good consumption environment, and vigorously boosting key consumption such as home appliances and furniture.

  new fashion

  Home appliance consumption picks up faster, smart products are popular

  "This refrigerator is energy-saving and environmentally friendly, has a large capacity, is convenient to take and store things, and does not frost. It is much more practical than the old-fashioned one at home." In the Siping Appliance Store, Haoyouduo Shopping Plaza, Yujiang District, Yingtan City, Jiangxi Province, the citizen Chen Xianfa Look at the inverter refrigerator carefully, "Although the price is higher, but the operation is simple, there is no noise, and it looks high-end, so I bought it."

  Today, more and more high-quality home appliances are flying into the homes of ordinary people.

Statistics from the National Household Electrical Appliances Industry Information Center show that in the third quarter of 2020, the national household electrical appliance online channel sales reached 68.9 billion yuan, a year-on-year increase of 10.6%.

Wu Dingjian, president of Suning Tesco Group Home Appliances Group, said that star-rated products on the market cover multiple home appliance categories, and improving the quality of life has become the mainstream of home appliance consumption.

  Driven by a number of targeted policy measures and various promotional activities, my country’s home appliance consumption has picked up speed. Smart home appliances and emerging home appliances have been welcomed by consumers and have become new growth points in the field of home appliance consumption. Technology, health, hygiene, and safety Etc. has become a key word for household appliances consumption.

  Smart wind blows.

This winter, smart toilet lids, central air-conditioning and surface heating have become popular.

During the "Double 11" period in 2020, orders for smart home appliances on the Suning platform will increase by 223%; Xiaomi smart home appliances that contain low-power wireless networks, narrowband Internet of Things and other technologies are selling well on major platforms. Xiaomi air purifiers and water purifiers are sold annually. The amount exceeds 1 billion yuan...

  Emerging products are selling well.

The report on the market operation and high-end market performance of China's home appliance industry shows that in the first October of 2020, the emerging healthy small home appliance market performed well, with strong demand for vacuum cleaners and wall breakers, and integrated stoves and dishwashers as new consumer hot spots.

  "At present, people's demand for high-quality and high-end home appliances is growing rapidly, and the home appliance market is also upgrading towards intelligence, green, and high-end. It is expected that this growth trend will continue." Senior researcher of Suning Institute of Finance Kazuo said.

  New Experience

  Green and environmentally friendly furniture are favored, refreshing consumer experience online and offline

  In the Bosen Home Building Materials Plaza in Jiande City, Zhejiang Province, merchants offered discounts and promotions, and the citizen Chen Xi bought household items for the newly renovated house.

From the sofa to the tea set, from the chair to the wardrobe, she carefully selects everything. She pays particular attention to the green, environmental, healthy, and aldehyde-free brands.

  "With regard to home decoration, in the eyes of many consumers, environmental protection is the most important thing, followed by storage capacity, economic benefits, etc." said Hong Yong, an associate researcher at the Institute of Electronic Commerce, Research Institute of the Ministry of Commerce. "From nothing to something" to "from something to excellent", assembly, intelligence, green, customization, and health will be the blue ocean for the development of home furnishings in the future.

  According to data from the China Furniture Association, in 2019, there were 6410 enterprises above designated size in the furniture industry, with a cumulative operating income of 71.716 billion yuan, an increase of 1.48% year-on-year; a profit of 46.273 billion yuan, an increase of 10.81% year-on-year.

In the face of constantly escalating consumer demand, the entire industry is constantly optimizing its product structure, bringing consumers a different consumer experience with new models and new technologies.

  New models such as reverse customization are giving the furniture industry new vitality and promoting the release of consumption potential.

Tuan Tuan Yuan Furniture launched Pinduoduo in July 2020, and the current store turnover has reached 100 million yuan.

"The rapid development of online stores is inseparable from the'smart support' of the e-commerce platform. With the help of the reverse customization model, the platform transforms user needs into accurate parameters, functions and pricing strategies, and guides us to develop and produce products in a targeted manner. "The chairman of the company Luo Hailong said.

  Online and offline integration and the application of digital technology have further improved the home improvement consumer experience.

Merchants copy the offline model rooms to the online in equal proportions. Consumers can browse the whole venue on their mobile phones and click on the products in the model rooms to add to the shopping cart.

  Tu Qi, vice chairman of the China Furniture Association, suggested that the furniture industry should be more deeply involved in new areas such as the practical application of digitalization, the industrial integration of artificial intelligence, and the extension of the low-carbon economy industrial chain to achieve a significant improvement in the quality of the furniture manufacturing industry; It is necessary to guide quality consumption, increase consumer confidence, and better meet the needs of residents for upgrading furniture consumption.

  New model

  "Internet + recycling of waste materials" promotes the replacement of home appliances

  Mr. Yan, who lives in Chaoyang District, Beijing, recently tasted the sweetness of "trade-in".

At the end of 2020, he evaluated the recycling price of the old mobile phone through the Love Recycling applet, and then sold it at an offline store near his home; then he sold the old computer in the same way.

  In recent years, in order to encourage the development of a new model of "Internet + Waste Material Recycling", relevant policies have been continuously introduced.

In May 2020, the National Development and Reform Commission and other seven departments jointly issued the "Implementation Plan on Improving the Recycling and Treatment System of Waste Home Appliances to Promote the Renewal and Consumption of Home Appliances", proposing to use Internet information technology to build online and offline integration, and the combination of urban functions and professional services A recycling network of used home appliances that connect cities, streets, communities, and families.

  Various market entities are also accelerating the pace of innovation, pressing the "accelerator" in recycling waste materials and promoting the upgrading of residents' consumption.

Wanwu Xinsheng Group (Love Recycling) makes recycling more convenient and safer through unified standards, unified pricing and standardized quality inspection. In 2019, the group handled more than 22 million second-hand electronic products and the transaction amount exceeded 20 billion yuan.

China Re Resources and Environment Co., Ltd. has 11 waste home appliance processing companies, and the actual dismantling volume reaches 19 million units (sets) per year.

"'Internet + Recycling' not only brings convenience to residents and realizes renewal, but also because the process is controllable and the flow direction is clear, it effectively reduces the environmental pollution caused by dismantling waste electrical appliances." Hong Yong said.

  According to Liu Jinxi, spokesperson of the All-China Federation of Supply and Marketing Cooperatives, the supply and marketing cooperative system will use a wide range of operating and service networks to create a full industrial chain of convenient recycling, efficient processing, and small profits but quick turnover of waste and bulk consumer goods. Reach more than one-third of the total social volume, helping consumers to effectively solve the worries of replacing large consumer goods with new ones.

  Our reporter Qi Zhiming