The integration and innovation of emerging channels and traditional channels are promoting China’s home appliance retail industry to enter the era of diversified symbiosis.

Earlier in the “2024 China home appliance innovation retail summit”, vice President of China household appliances association, said the mobile Internet, artificial intelligence, home appliance retail channels presents the characteristics of diversification, fragmentation, not only content electricity, interest in electricity, live electricity, private domain electricity, instant retail channels and emerging pattern was booming, traditional electricity, TOP channels, national chain and local chain also actively comply with the consumption trend and industry situation changes to accelerate the transformation.

Since this year, TikTok, Meituan, Xiaohongshu and other content e-commerce and interest e-commerce have gradually played an important role in home appliance retail. Taking TikTok e-commerce as an example, public data show that from May 1,2022 to April 30,2023, GMV of TikTok e-commerce increased by 80% year on year, among which GMV of home appliance industry increased by 109% year on year, and the number of mobile sales merchants increased by 84%.

TikTok Electricity brand business wen-tao li, head of the home appliance industry, TikTok electricity the core reason of success, is live and short video related form can well help brand the high-end products and core selling point to consumers, “in the user operation, global connectivity, under the background of global experience, we can effectively expand the boundaries of the whole home appliance retail scene”.

As the consumer decision path changes, the traditional marketing paradigm is also changing. In the past, the competition between commodities occurs more in the terminal channel. In the new paradigm, the competition is advanced to the “planting grass” link. Users fully compare before the consumption decision, and then go to the trading field after the demand is clear, which is more necessary for good products that can understand and meet the needs of users.

Wang Zhen, head of digital home appliances, said, ” When buying digital home appliances, users who choose instant retail have three characteristics: one is young, two is to trust big brands, the third is strong purchasing power.”She thinks, small home appliances natural and instant retail is very fit, and everyone electricity because of timely delivery, reliable channels, also have room to explore. She hopes to cooperate with multiple business forms to accurately explore the value and needs of surrounding users.

As a representative of content e-commerce, Patty, the head of Xiaohongshu commercial household appliances industry, said that consumers do not necessarily search according to channels, products and discounts, but will understand the content according to the needs of the scene, believing that ordinary people can share good products with ordinary people. Therefore, as an emerging channel, Xiaohongshu constantly stimulates the potential needs of users, and adapts to good products for users in response to these needs.

In the whole home appliance industry chain, the retail channel plays a pivotal role. Insiders believe that the domestic home appliance market has entered the stage of stock competition, and the development of new channels and new retail mode has become the common choice for home appliance enterprises to expand the growth point.

In the view of Wen Jianping, chairman of OweCloud, ” live streaming with goods, shelf e-commerce, content e-commerce, as well as the integration of these e-commerce, make the home appliance industry more lively.”He believes that the competition between many retail channels and retail models is actually a battle between learning ability and the ability to control resources.” Whether people are looking for goods or goods, they will eventually integrate with each other, and platforms will learn from each other, and ultimately see who has high efficiency, who has good service and whose products are good.”

CAI Ying, a senior industry expert at the Macroeconomic Research Institute of the National Development and Reform Commission, also believes that the integration of online and offline products and products and services is one of the important characteristics of the current consumer market, but he also stressed that with the rapid development and integration of new consumption, the regulatory system should also be improved simultaneously.