In the face of new channels, the home appliance industry will not change.

On July 12th, the 2013 China Consumer Electronics Market Mid-term Inventory Forum co-sponsored by China Electronics News and Beijing Zhongyekang Times Market Research Company was held in the beautiful coastal city of Qingdao. In view of the rapid development of the current mobile Internet, the rapid rise of e-commerce channels, and the quiet advent of the era of big data, this forum takes the theme of “Home Appliance Marketing in the era of Big Data” and invites Skyworth, Konka, Meiling, LG, and Samsung. Representatives of well-known domestic and foreign companies spoke freely and jointly explored the response of home appliance companies. Experts at the meeting believe that the use of basic corporate databases, combined with cloud computing technology, can help companies accurately grasp consumer needs and habits, so as to provide consumers with better, more targeted services.

E-commerce model brings huge market impact Skyworth Hu Junhua:

It is very difficult for traditional companies to develop e-commerce. Skyworth is more determined in developing e-commerce platforms and has set up related departments to do this business. At present, Skyworth has cooperated with Jingdong, Tmall, Tesco, Hunan TV, and other e-commerce platforms. In 2012, Skyworth's sales on the e-commerce platform reached around 2.6 billion yuan. For Skyworth, the e-commerce platform's sales accounted for approximately 10% of the company's overall market size.

The development of e-commerce has brought a lot of challenges to enterprises. Each enterprise is facing such an environment. This is also a path for the future development of channels, so companies must go. What can't be avoided is that e-commerce will also bring price problems, internal management problems, etc. Therefore, production companies need to analyze the online and offline channels before operating. This is the countermeasure taken by all companies at this stage. Recently, another channel operator has put forward the slogan “Online and Offline Same Price”. This has also caused some problems for the company, but at present there is no perfect solution. Especially for those of us who originally rely on traditional home appliance stores to sell products, e-commerce will go very hard this way.

Kang Jia Yang Yihua:

The integration of online and offline channels is the trend of the future. From the perspective of price, or from the perspective of product technology, both online and offline channels will converge. Currently, the operating cost of e-commerce channels is relatively low, and its main advantage is low prices. However, in terms of service capabilities, e-commerce channels are very lacking. Traditional channels and vendors have a huge customer service system, so online and offline integration can solve this problem.

Traditional channels focus on experience, including Gome, Suning, and other intermediate channels. However, the current traditional channels have been very difficult, including the poorly-operated shops in the second and third-tier markets. We have found that through the transformation of localization of channels by companies, to cultivate their own channel models, such as "Japan-Japan", this channel is also a new channel for enterprises to explore beyond the traditional sales model.

In addition, since the media is a good way for brand promotion, I am very optimistic about the changes brought by the media to the brand promotion. The power of this communication method will be very great.

LG Zhang Shuai:

Price confusion is a disadvantage for consumers. For all home appliance brands, our current challenge is how to re-integrate channels, and then balance all channels online and offline, and ultimately achieve very good sales performance. As we all know, online channels are currently developing very fast, with very high growth rates and promising prospects. So how do companies respond? The first thing most consumers feel when they shop online is cheap, followed by fast. But this "cheap" is terrible, because the most sensitive word in the home appliance industry is "price." How to balance the online and offline channels so that the entire price system is in a very stable situation, which is a problem that every manufacturer must face. This requires us to achieve effective adjustment and integration of all channels online and offline.

In the future, LG will strive to integrate online channels and maintain normal offline channels. Because of the price confusion, the final victory may be the consumer, but in the end the loss is often the consumer. But overall, consumers will lose more than they did when they win. There is a saying that goes well. "There is no good thing to buy." This "selling" refers not only to manufacturers, but also includes many channels.

Galanz Chen Jun:

Offline consumption will not be replaced in the short term. Galanz is currently laying out more offline businesses in its channels. We are also facing conflicts between online and offline channels. I personally think that before Galanz also quickly seized the market by low prices, but today we have encountered a lot of confusion when doing business, and the headquarters is actively coordinating and resolving these issues.

I am also a consumer who is shopping online. I personally feel that this pattern of online consumption has become a trend. However, offline consumption is of course a traditional way of consumption and entertainment. It will not be replaced in the short term. At present, the integration of channels still requires a transition period. How to coordinate and unify the online channels and offline channels is an important issue facing all enterprises. Only by coordinating and unifying the channels can our work be better promoted and we can better serve our consumers.

Mei Ling Cui Weiqing:

Abandoning online channels is more than just an online platform that brings consumers a new, one-stop shopping experience. Just as consumers used to shop in supermarkets, consumers would compare prices when faced with a large number of brands that were difficult to choose. Similarly, consumers are also facing choices when shopping online. Price competition is bound to provide consumers with reference. However, consumers should not give up a better consumer experience simply because the price of a certain product is low.

Will the online platform really harm the interests of many channel providers or agents under the line? We can use the relevant data to illustrate this issue. On Taobao or Tmall platform, there is a data called “Taobao Index” which can provide us with clues in this respect. For example, a senior buyer chooses to buy a large proportion of home appliance products online, and if such buyers cannot buy a big brand product online, they will not go offline and buy it, but will choose another brand. If we abandon the development of online channels because online channels will impact offline channels, this will outweigh the benefits. We should integrate online and offline channels so that they can be mutually promoted and driven.

Big Data Provides New Means for Corporate Marketing: Skyworth Hu Junhua:

Big data makes consumers transparent What is big data? We can understand it as consumer positioning analysis. Search engines are now beginning to portray consumer portraits to describe consumer behavior. Marketing entered the era of western medicine, not the era of traditional Chinese medicine. Through search engines, express delivery, positioning systems, etc., big data can get a lot of your information. In the face of big data, consumers have become transparent. Where do you often go, what pages do you visit, what items do you put in the shopping cart and put it back, these behaviors are recorded. So Baidu has now built two new lexicons. One is called the crowd feature lexicon and the other is the consuming lexicon.

Depending on your online behavior, such as the information you have browsed in a car, you will be classified as such a crowd feature lexicon, and businesses will also push such advertisements to you. You may even find that depending on your demographic vocabulary, you will receive different advertisements in different locations. In the face of the Internet and big data, everyone has no secret.

Kang Jia Yang Yihua:

Marketing is inseparable from big data Big data means a potentially larger market and more space. In the context of a large market and large space, we should transform our data resources into our own competitiveness. In fact, many companies are currently borrowing data provided by third-party surveying organizations such as Zhong Yikang. However, how to transform it into our future market competitiveness has imposed higher requirements on the ability of various companies to manage data and apply data. The market has a division of labor. Professional organizations provide us with objective data and help us evaluate. Through research and analysis of data, China should turn it into its own competitive advantage.

In fact, marketing is also inseparable from big data. No matter how big the company is, or at which level of the company, we have to face the data every day. From a marketing perspective, we treat data more carefully than any department, and we need more data to support our work than any department.

Mei Ling Zhang Xu:

The study of big data is to study the major feature of consumer big data is "big", which shows that such data must be very complicated. Faced with such a large amount of data, we must conduct intensive research on this issue. Looking at the current development of the domestic market, I think that our research on big data is still not enough, especially the analysis of the entire data is still in its infancy. Therefore, the actual role of big data for marketing is still not very clear.