In 2022, the household appliance market will change significantly, showing the following four characteristics

① "Decentralized traffic"+"rational consumption" drive the transformation of e-commerce platform. The decision-making logic of consumer groups has changed from searching for goods directly on e-commerce platforms to searching for content on grass growing platforms such as Xiaohongshu, Station B, Zhihu and then considering buying. Its essence is that consumers' attention is scattered and shifted in the new Internet era, which leads to more rational consumption behavior and return to their original intention.

② "Virtual Idol"+"Virtual Scene" enhance immersive shopping experience. The pursuit of "delicacy" and "experience" by mainstream consumer groups has become the core keyword of their needs. In order to meet the demand, the e-commerce platform uses technology upgrading, introduces virtual spokesmen, and presents immersive shopping scenes in front of target users through 3D interaction, AR trial installation, VR shop exploration and other interactive ways to achieve spiritual consumption experience.

③ "Quality consumption"+"sinking consumption" go hand in hand, and consumption levels are obvious. During the Double 11th Festival, quality consumption ushered in explosive growth: the turnover of fresh air conditioners, ultra-thin refrigerators and ultra-thin washing machines in ten minutes increased by more than 100% year on year, and the turnover of embedded air conditioners and vertical refrigerators was three times that of the same period last year; The potential of sinking channels is huge, and the platform increment is contributed by more and more codes.

④ "Instant retail"+"physical stores" reshape the new ecology of the real economy.

During the Double 11 this year, offline channels such as supermarkets, shopping malls, chain convenience stores, and community group buying have performed well. The shopping front has expanded from online e-commerce platforms to Meituan and other retail platforms, thanks to the promotion of the real-time retail model. Under this model, the Internet connects manufacturers, businesses, and consumers, enabling the physical market.

At present, the fragmentation of household appliances market channels is intensifying. Enterprises should strengthen innovation and upgrading, content output and integration development to obtain more traffic:

① Strengthen innovation and upgrading, and make high-quality products to enhance the user's freshness. The product is always the core weapon of the brand, and making good products that match the needs of users is an important path for enterprise development. In addition, the trend of consumption upgrading has become a foregone conclusion. Quality, high-end and integration have become the key track to seize users.

② Strong content output, multi platform delivery, and improved conversion rate. Tiktok, Kwai, Xiaohongshu and other traffic fields that were once ignored by enterprises have risen rapidly. High quality content output from multiple platforms plays a role in strengthening users' minds after sharing, fission and education, and promoting users to place orders directly on the trading platform.

③ Strong integration and development, from "private domain" to "global" operation. The core of global operation is "customer center+online and offline connectivity+integration of public and private domains". The "era of user decisive" has begun, and the active matching of "goods" and "people" is particularly important. Global operation means that enterprises can reach users online, offline, public and private.