"May 1" home appliance market is a two-pronged approach

■ Reporter Chen Junjun At 7:58 am on May 1st, when the Gome Madian New Living Hall opened its doors, there were more than 3,000 customers waiting to enter the market in front of the square; April 29 to May 3 , Dazhongzhong Tower New Living Center has a passenger flow of 200,000, and sales increased by 85% year-on-year; from May 1st to 3rd, Beijing's US air-conditioner sales of 60,000 sets, an increase of nearly 70%; May 1st Shenzhen Gome The daily sales amounted to 280 million yuan, double the net growth year-on-year; during the “May 1st” period of Wanhe water heater, Beijing’s sales were close to one and a half months...
Just past the "May 1", the sales of home appliances were fierce, manufacturers and businesses smiled.
The boom in the home appliance market is not unrelated to the promotion of manufacturers. “The whole game was 40% off”, and the signboards of Beijing Gome’s major stores attracted consumers’ attention. In 2001, when the big screen TV was cut, many citizens retired in the middle of the night to go to the Gome store.
Color TV, air-conditioning led the jump watercolor, air conditioning, two major categories of home appliances led the "May 1" price reduction promotion.
The color TV dropped dramatically, with the highest drop of 50%; the color TV gift was upgraded again, and the size of the LCD TV was upgraded from the past 19 inches to buy 60 inches for 42 inches and 46 inches for 32 inches.
"From the sales situation, this year's 'May 1' sounded the horn of LED TV instead of LCD, LED TV sales reached 30% -40%, LCD dropped to about 50%. Although 3D TV sales accounted for a difficult climate, but 3D TV is very popular in several major stores in Dazhong. Customers come to consult and experience a lot, and the sales prospects are promising.” Shang Mingquan, general manager of Dazhong Electric, told the China Economic Times. The downward adjustment of LED prices directly led to the surge in color TV sales during the “May 1st” period. 32-inch LEDs fell below 3,500 yuan, and 52-inch LEDs fell below 15,000 yuan.
During the 'May 1' period, the average price of the first-grade energy-saving air conditioners in the US region fell by 15% year-on-year, which directly led to an overall increase in sales volume,” said Zhang Wenfeng, general manager of Beijing Midea Refrigeration Products Sales Co., Ltd. In addition, from May 1st to 3rd, Midea's inverter air conditioners launched a 1808 yuan DC inverter air conditioner nationwide, which made Midea's air conditioner retail sales increase by more than 40% year-on-year, and the proportion of inverter and first-class energy efficiency products is close to 80%.
The air-conditioning enterprises actively preparing for the "May 1" market are not the United States. In the major stores in Gome, the price of Gree small 1P air conditioners has historically fallen below the 900 yuan mark, and it is a special offer. Haier, Chigo, Oaks and other domestic air conditioners are low. Up to 50% off. In the Gome store in Shenzhen, Haier, Midea, Gree and other collective diving, air conditioning straight down 200-2000 yuan, once there was a scene of looting.
Service warfare upgrade "In addition to the price war of all categories of products, service warfare upgrade is another feature of this 'May 1' appliance market." Xu Weiguo, director of domestic marketing of Wanhe, revealed that during the "May 1" period, water heater manufacturers have come up with The mid-to-high-end main model price reduction promotion. In addition, Wanhe Water Heater launched a 6-year warranty service in the Beijing market, and Wanjiale immediately launched an 8-year warranty. "The national standard for gas water heaters is one year warranty. Before the company promoted the promotion, it only prudently promised to guarantee the warranty for three years. Now the home appliance company has proposed a warranty for 10 years, and the service war has spread to the small appliance industry." Xu Weiguo explained that the gas water heater is used. After 5 years, it will enter the peak period of maintenance, so the 6-8 year warranty will inevitably bring cost pressure to the company - maintenance costs account for 3% - 4% of sales. "But the competition is so fierce, the service war is a trend, and companies can only improve the quality of their products and reduce the cost pressure."
Service warfare is also reflected in color TV products. During the "May 1" period, TCL launched its fifth automatic upgrade to its Internet TV. After the automatic upgrade, the original "game" and "video" functions were more powerful, and the "distance education" function was added.
"After the TV was installed, I received the 'May 1 Audiovisual Album' that was pre-implanted by the manufacturer as soon as I opened it. There were more than 100 film and television movies with different themes in three days." Different from the traditional TV experience, give a "May 1 "Users who bought TCL MiTV Internet TV during the period were impressed.
Prepare for the "second shock wave"
“The people who missed Dazhong’s May 1st Peak Huhui” don’t have to regret. From Friday to Sunday, Dazhong will also launch the Golden Week promotion, which will give the same preferential margin as “May Day.”” General Manager of Dazhong Electric Appliance Co., Ltd. Shang Mingquan revealed.
The enthusiasm of the manufacturers has also increased. At the end of this week, the general manager of many well-known home appliance manufacturers will go to the Beijing Gome city store station cabinet to sign the sale, the signature of the managers can reach 100-2000 yuan.
"The appliance store is intended to create the second shock wave of the May 1st Golden Week." Zuo Yingjie, CEO of the new seven-day electrical direct sales network, said that after the "May 1" holiday, the electrical direct sales network will also usher in a sales peak. On the first day of work on May 4, online orders have been known. "Three days of holidays, everyone goes out, or go shopping, no access to the Internet, online shopping will be re-active after work." Zuo Yingjie revealed that, in the case of color TV, the online store's single promotion ability is stronger than offline stores. Of course, this depends on the relationship between the website and the home appliance manufacturer.

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