Market demand is the driving force of industrial upgrading. Under the guidance of market demand, major brand manufacturers sharpen their hands, increase research and development investment, and upgrade and iterate their products.
However, policies and channels are needed to bring innovation directly to the public. Since the beginning of this year, the overall promotion of green smart household appliances consumption trend is unstoppable. The government Work Report calls for a sustained recovery in consumption, encouraging local governments to sell smart green home appliances to rural residents and to swap old ones for new ones. The Ministry of Commerce proposed to designate August to October as the "2022 National household Appliances Consumption season" and held a kickoff meeting in Hangzhou on August 8. Under the background of consumer demand diversification and consumption upgrading, the proposal of "2022 National Household Appliances Consumption Season" is timely. It guides channels and manufacturers represented by Jingdong to continuously innovate and popularize products and services, leading the consumption trend, which is also the inevitable choice to meet the needs of a beautiful family life.After the launch, JD home Appliances responded positively and cooperated with all parties to comprehensively upgrade the trade-in service and promotion service during this year's "815th anniversary celebration" to further promote the consumption of green smart home appliances. It can be predicted that, under the common force of the whole household appliance industry, 815 will be a new window to undertake market consumption demand in the future, and become the third node of annual household appliance consumption in addition to Jingdong 618 and Jingdong 11.11.
To a certain extent, a consumption node itself cannot directly boost the confidence of the real economy. However, through uploading and transferring, resource integration, JD household appliances not only undertakes the consumer demand of the market, but also builds one consumption festival after another into an opportunity to help industrial upgrading.
Following the trend, it is behind the new node of household appliances consumption in August.
< p>< B > There is Jingdong 618 before and Jingdong 11.11 after. Does the market need to add consumption nodes in August?
In fact, the market is looking forward to the consumption node in August. This summer's temperature has also added to residents' enthusiasm for spending. According to the monitoring data of the National Climate Center, after the beginning of summer this year, the high temperature lasted for more than 50 days in many parts of the country, affecting more than 900 million people. The purchase and renewal of air - conditioning appliances are in high demand. The vast majority of consumers also hope to have beneficent and promotional activities at this node. In addition, August and September are also the peak season for traditional home improvement consumption, and users are enthusiastic about home appliances consumption.
From the industry level, in recent years, the growth of the household appliance industry has slowed down, from the incremental market into the stock market, structure upgrading has become the core to promote the industry to improve the quality and upgrade. Emerging categories and new household appliances have become the focus of consumers' attention. Game TV, fresh air conditioning, floor washing machine, wall breaking machine and so on have appeared on consumers' purchase wish list of household appliances, which is an important engine to drive the integration of industry scale and profit growth.
According to total data from AVC, affected by the environment, the overall performance of home appliance market in the first half of the year was sluggish, but the performance of emerging home appliance categories was better than the overall home appliance. Clothes dryers, integrated stoves, dishwashers and cleaning appliances still maintained a growing trend, and the trend of high-end, integrated, scenario-based and intelligent was obvious. According to JD.com's 618 data, the transaction volume of new products, medium and high-end home appliances was five times that of the same period last year, indicating that the home appliances market still has strong momentum.
To sum up, improved, high-quality green and smart home appliances are widely welcomed by the market. New home appliance promotion nodes are needed between JD 618 and JD 11.11 to meet the demand for home appliance renewal.
To meet the needs of consumers, the anniversary celebration of Jingdong household appliances was launched on August 9, and trade-in is the biggest highlight. During the "815th anniversary celebration" of Jingdong household appliances, Jingdong launched a three-free policy of no limitation on brand, appearance and age of old household appliances, free door visit, free demolition and free handling. We will strengthen trade-in services for dismantling, delivery and installation. According to statistics from the National Development and Reform Commission, the number of household appliances in China has exceeded 2.1 billion, with an elimination rate of 20%, and the number of household appliances scrapped in 2022 is expected to exceed 200 million. It is expected that this trade-in activity can effectively reduce the cost of renewal, and has a direct driving effect on terminal consumption.
Interestingly, unlike in the past, which could only exchange home appliances for home appliances, the trade-in of JD home Appliances 815th anniversary can be cross-category, idle old mobile phones and computers can also be exchanged for air conditioners and televisions, which will release the revitalizing potential of more families during the 815 activity. At the same time for consumers to bring more convenient, multi-scene home appliance replacement experience.
In addition, Jingdong household appliances "815 national household appliances consumption season", covering 25,000 towns and 600,000 administrative villages of the country's 15,000 Jingdong household appliances stores will also with frequent efforts, all-channel to promote green smart household appliances to the countryside. At that time, including Jingdong household appliances Zhouqing coupon online and offline sharing.
Considering that consumers will have the concern of "buying expensive", Jingdong Home Appliances launched the "price protection Jingdong 11.11" service for some products, so that users do not have to wait for Jingdong 11.11, enjoy the value of the price in advance, rejuvenate the quality of life. This form of insurance also becomes the important label of the third node.
Not only consumption, but also promote the green upgrading of household appliance industry
In fact, when a commercial channel promotion has evolved into a part of the commercial culture, then it is bound to exceed consumption, need to assume social responsibilities beyond consumption. Like JD.com's 618 and JD.com's 11.11, the 815th anniversary of home appliances will also be a festival for the entire industry, taking on the important task of injecting vitality into the industry's growth and changing consumer attitudes.
Including the service innovation of trade-in service, it can be seen from the measures of the anniversary celebration activity of Jingdong Household Appliances that the original intention of Jingdong household appliances is not only sales, but how to make the innovation results benefit the people and promote the intelligent, low-carbon and green upgrading of the household appliances industry.
Centering on this theme, Jingdong household appliances launches promotion programs and service programs, all of which are implemented to make consumers truly profitable. Through promotion, the supply side can be more accurately matched and consumer demand guided, and innovative products with a high degree of intelligence, low carbon and environmental protection can be delivered to consumers. It is precisely under the help of the trade-in service that the recyclable steel, non-ferrous metals, plastics, rubber and other resources in the waste household appliances are fully and effectively utilized, which not only promotes the development of the circular economy, but also helps the sales of new household appliances.
In fact, in the process of the promotion of 815 activity, it not only needs the foresight and conscious consciousness of the channel layout, but also needs it to bear the cost of market education. It is difficult for a single entity enterprise to have the power to bear the subsidy cost. At this time, Jingdong household appliances stimulates market consumption through direct profit transfer, old for new and other means to provide strong support for green consumption, so as to reconstruct the new ecology of household appliances industry and boost the overall transformation and upgrading of the industry.
For consumers, each node is an opportunity to benefit the people and green consumption, but for entity enterprises, such promotion node is not only a sales opportunity, but also the manufacturer's active exploration of industrial upgrading.
JD Home Appliances will also cooperate with many home appliance manufacturers to hold a number of promotional activities in August and October, including the "815th anniversary celebration" in August, the "Home Appliance Super New Product season" in September, the "October 11th Renewal Week" and so on. With a mindset of co-construction, JD home Appliances can cooperate with major brands to deliver products and services to consumers in need at the right time, so as to achieve win-win results. In fact, this new mode of interaction between the two sides of zero supply is the key factor that determines whether retail can force new manufacturing upgrades. < /p>< /p>Consumption, as an important driving force for the development of national economy, is an important support for expanding domestic demand and providing a driving force for the development of national economy. Green consumption is a major transformation and reform that concerns the way of life and production of all mankind. It will change people's consumption concept and value orientation and help achieve the goal of carbon neutrality. Promoting the building of an environmentally friendly and resource-conserving society is of far-reaching significance to the sustainable development of the whole human society.
