With the evolution of The Times and the transition of technology, China’s home appliance retail has developed from a single format to a hundred flowers bloom, showing more and more tenacious innovation and vitality. At present, the application of global digital technology benefits thousands of industries and further promotes the emergence of emerging home appliance retail channels. At the same time, the blowout growth of the multi-business mode also intensifies the fragmented development. When the voice of a single channel declines, how to help each other and develop symbiotic development? The exploration of innovative retail in the home appliance industry continues…

On March 13th, “—— 2024 China Home Appliance Innovation and Retail Summit” was held in Shanghai under the guidance of China Home Appliance Association, hosted by China State Grid and co-hosted by Owei Cloud Network. As an important supporting summit during the AWE activities, the meeting brings together the home appliance brand, platform, social electricity, electricity, content, offline TOP channels, electricity business service providers, the third party, industry experts from all walks of life, attending the delegates sit, to discuss the current situation of home appliance retail industry new model, new opportunities and new development.

Reviewing 2023, “recovery” is the key word. CAI Ying, senior industry expert of Chinese Academy of Macroeconomic Research, summarized the consumer market in 2023 with “recovery, service, rationality and integration”; and made a judgment on the consumer market in 2024 by “recovery, expansion, optimization and upgrading”. Under the new economic situation, new forms of consumption have attracted much attention.”The new consumption in the future is characterized by deep integration, efficient allocation, sustainable development and smooth circulation, which is also the main direction and opportunity for future development.”CAI Ying said that from the perspective of sociology and law, the new consumption model may have a huge impact on the traditional way of life, production mode, social division of labor, employment model, credit system, legal and regulatory framework and other aspects.”

In the background of the economic recovery of the environment, since the beginning of this year, the home appliance industry also ushered in good news. At the fourth meeting of the Financial and Economic Commission of the CPC Central Committee and the national two sessions, we decided to implement a new round of “old” for new ” home appliances, which is of great significance to boost the confidence of the home appliance industry and stimulate the vitality of the market.”The implementation of the old trade-in policy shows the national and policy level of the home appliance industry as an important driving force of the consumer market. The majority of home appliance enterprises also hope that with the help of the policy, the home appliance market can return to the growth track.”Said Xu Dongsheng, vice chairman of the China Association of Home Appliances.

Xu Dongsheng, vice chairman of China Home Appliances Association

In recent years, the home appliance retail field changes with each passing day, emerging channels and models are booming, and traditional channels actively adapt to the consumption trend and industrial changes to accelerate the transformation. At the same time, in the context of the consumer market tends to be rational and objective, consumers have higher requirements for product quality and cost performance, and more fierce competition in the industry, Xu Dongsheng warned: ” We still need to remember the original aspiration, bear in mind to remember the root of business.”He also put forward three requirements for home appliance manufacturers: first, the need to help consumers choose the best quality and the most appropriate products; second, to meet the increasing quality needs of consumers, to strengthen the construction of service capacity; third, manufacturers to create a harmonious and fair competition environment, to achieve the healthy development of the industry.

In order to help the industry to have a more systematic and comprehensive insight into the industrial development trend, consumer demand and the development status of various channels, China State Grid jointly released the “Digital Breakthrough Firm Growth 2024 China Home Appliance Retail and Innovation White Paper” (hereinafter referred to as the “White Paper”). Supported by the latest data, the white paper makes an in-depth analysis of the recovery trend of the home appliance retail market, the practice situation of innovative retail, and the development opportunities of the industry. Wen Jianping, chairman of Aowei Cloud, further explained the white paper at the scene: ” Driven by the double cycle strategy, the overall production and sales of the home appliance industry are booming, and the trend is positive. The domestic home appliance market demand ushered in a slow recovery, but the growth momentum is significantly insufficient, which is expected to have a slight growth of 0.6% in 2024.”At present, the growth rate of each category is different, and the K-type of home appliance consumption is differentiated. Under the change of the whole business format, the industry is facing many opportunities and challenges.” Finding the right positioning, seizing the real estate home decoration market, doing a good job in offline experience, and paying attention to the sinking market are the four major opportunities of the current home appliance retail industry.”Wen Jianping said.

This year is the success of the fifth “China Home Appliance Innovation and Retail Summit”.”Multiple symbiosis, follow the way”, as the summit theme, technology can assign, the distributors, home appliance manufacturers, service providers are constantly breakthrough industry boundaries, committed to improve the whole industry chain operation efficiency, explore innovative retail mode, creative marketing, and each channel will eventually be in the “people-oriented” consumer demand oriented to multiple symbiosis, jointly promote retail channels upward, further strengthen, strengthen and improve the home appliance market.