Recently, China Household Appliance Research Institute and national household appliance industry information center issued the third quarter report of China household appliance industry in 2019. The report points out that in the third quarter of 2019, Suning e-commerce won the first place in all channels of home appliances again with a market share of 22.6%.
With the double 11 war entering into the white heat, Hou Enlong, President of Suning e-commerce, made a micro headline: "double 11 will pull our share again, increase it, break the 25% mark, and strive for 30%! '
Hou Enlong pointed out that, with more than half of the double 11 wars, the battle for the top of the Wukong list is quite fierce. First in air conditioning category, first in color TV category, first in Hisense category, first in ice wash category, and first in household appliances channel, thanks to the efforts of major brands.
According to the reporter, during the double 11, Suning united with major brands in terms of products, prices and services to make three major efforts to interpret the first position of home appliances.
In terms of products, Suning has made overall growth in new product launch, old for new, high-end home appliances and sinking market. In the double 11, Suning's orders for home appliances increased by 82% year-on-year, the orders for retail cloud channels increased by more than 200% year-on-year, the sales of primary frequency conversion air conditioning increased by 305% year-on-year, the sales of laser TV increased by 361% year-on-year, and the sales of intelligent kitchen and bathroom appliances above 10000 yuan increased by 103% year-on-year. At the same time, Suning achieved remarkable results in the exchange of old products for new ones, with the number of new products starting to break through 5000, and the cumulative order volume of exchange of old products for new products exceeded 1.32 million, with a turnover of more than 3.5 billion yuan.
In addition to the full coverage of channels for consumers, the price shows Suning's strong supply chain strength. During the double 11, Suning united with Midea, Gree, Haier and other big brands launched a 50% discount air-conditioner grab; color power push price, pptv43 "799 yuan, Changhong 55" 1299 yuan, Xiaomi 65 "1999 yuan, Haier 70" 2899 yuan; kitchen and bathroom appliances 5% off outside, play a big set of buying cards. Through the combination of "cigarette machine + stove + water heater + dishwasher + water purifier" essential 5-piece set and "dishwasher + dishwasher + garbage processor + water purifier + intelligent toilet cover" new and expensive set, we can provide consumers with a variety of scene options.
In terms of service, Suning launched a "30-day price guarantee", a 10-year warranty for home appliances and cleaning cards, a 10-year warranty for ice washing motors and compressors, a 10-year screen protection for color TV sets, and a three-way exemption service for 100000 water heaters, and released hundreds of millions of subsidies for replacing old ones with new ones.
With the progress of the double 11th World War, Suning household appliances will reach a peak. Through product price service, Suning defends the first home appliance with its strength. After the high-speed growth in the third quarter, Suning's market share advantage is bound to continue to expand, and the double 11 is even more interesting.