The 2014 Consumer Electronics Annual Awards hosted by People's Daily and the “New Era of Internet Consumer Electronics†Summit Forum was held in Beijing on the 11th. Wen Weiping, president of Aowei Consulting, said in his speech at the forum that in the face of complex situations such as macroeconomic downturn and Internet shock, many home appliance companies have begun to transform and change in different ways. Wen Jianping pointed out that from the perspective of the current development of the industry, product upgrades are still the main line supporting the development of the home appliance industry. Especially in the past two years, the trend of washing in the home appliance industry is very obvious, which has brought great pressure to many enterprises. He also pointed out that the household appliance industry has a typical trend of three-way, which is intelligent, high-end and fashionable.
The following is the full text of Wen Jianping's speech:
Dear Mr. Luo, Secretary Xu, a fellow in the industry, good afternoon everyone. Today, I am honored to be invited to participate in the summit forum of “Transboundary Integration and Opening a New Era of Internet Consumer Electronics†sponsored by People’s Daily. As we all know, in recent years, with the introduction of the old-fashioned macro-policy policy for home appliances to the countryside and the decline of the macro economy, the growth rate of the home appliance industry has grown at an average rate over the past few years, from 9.7% in 2004-2014 to negative growth in the last two years. Trends, the industry is generally facing new pressure, we have entered a new normal.
Faced with the complicated situation, many enterprises in the home appliance industry have begun to transform and change in different ways. I believe that the current industry is facing a new direction despite the great pressure. Mainly product upgrades and structural transformations. First, from the perspective of industry development, product upgrades are still the main line supporting the development of the home appliance industry. In particular, in the past two years, the trend of washing in the home appliance industry is very obvious, which has brought us great pressure. However, the upgrade of the product is one of our solutions. The home appliance industry has a typical trend of three-way, which is intelligent, high-end and fashionable.
Specifically, we can see that the representative of high-end products of color TV is tall. Our "electric air conditioning", large-volume "air duct refrigerator" (sound), large-flow roller moving washing machine, the market performance is also very eye-catching. There are also intelligent upgrades such as water heaters, kitchen and bathroom, and low-power products. This has become an important driving force for supporting the home appliance industry.
With the rapid development of the high-end trend, the home appliance industry has moved from the past “measurement†to the current “qualityâ€. In the second aspect, channels other than products and home appliance sales channels have entered a new transition period. In recent years, the proportion of e-commerce in this industry has risen. The overall point of this year will exceed 10%. Among them, the performance of different categories is different, 13% for color TV and 20% for small household appliances. From this perspective, the impact and subversion of e-commerce on the industry is increasingly apparent. In terms of the degree of impact, some of the products that are more susceptible to distribution are more convenient to distribute and free of installation. In the past, the price of China's household electrical appliance industry was relatively chaotic. The higher the price, the higher the price of the big cities, the first-tier cities, and the third- and fourth-tier cities. The development of e-commerce has broken this trend, and our entire industry has entered a new stage of development of new Internet thinking and Internet marketing from the traditional model.
Although there is an outbreak of growth in e-commerce, in the long run, there should be a relatively balanced pace of development. In the future, with the gradual integration of e-commerce, forming a development model of offline interaction, the home appliance industry will eventually transition to a new era.
In general, with the new technology of the home appliance industry, the new industry leads the transformation of new technologies. The home appliance industry will focus on the essence of support and products, and focus on the core appeals of good products and good services. Many companies are already doing it. Attempts in this area have achieved good results. In the transition period, I wish all friends can achieve good results and jointly promote the transformation and development of our industry.
Finally, I wish you all a good harvest, because at the end of the year, thank you.
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