(1) The price stayed the main driving force, and online shopping witnessed obvious herd behavior
Although online shopping is becoming popular among quite a number of people, the price stayed the most directly related factor for the consumers to ultimately place an order and require purchase.
In the first half of this year, without exception, the best sellers in the household electrical appliance online shopping market were characterized by the lower price, or two factors: price driving and bandwagon effect.
(2) Online shopping household electrical appliances, “large” or “small”, witnessed a clear high-end trend
In the first half of this year, JD Mall had its top 10 sellers as shaver, socket, electric kettle/thermos, flat-panel TV, fan, hair dryer, telephone set, electric cooker, refrigerator and air conditioner.
With the popularity of online shopping concept and expansion of online shopping groups, household electrical appliance online shopping market witnessed a high-end expansion trend. For example, in the first half of this year, refrigerators priced from 6,000 Yuan to 8,000 Yuan were sold quite well and high-end air-conditioners of over 3,000 Yuan had a proportion of close to 30% in the online shopping market share.
(3) Post-80s and post-90s generations favored online shopping appliances best, and male to female payment ratio was 5:1
Online shoppers were younger than off-line shoppers.
Highly educated groups became major household electrical appliance online shopper groups.
Air purifiers
In the first half of 2013, nearly 390,000 air purifiers were sold on line, with retail sales of about 650 million Yuan. As a new household electrical appliance, current off-line air purifiers are mainly sold in department stores and household electrical appliances chain channels, however, online shopping characterized by information technology, low cost and flexibility is becoming an extremely important air purifier sales channel. Furthermore, being more suitable for online shopping than mounted household electrical appliances such as air conditioner, air purifier online shopping will probably catch up with or even surpass off-line shopping soon.
Epilogue
·China household electrical appliance online shopping market scale will continue to expand. In 2015, the proportion of the sales of China household electrical appliance online shopping market will reach 15% of the sales of the overall household electrical appliances (excluding mobile phone).
· E-commerce price war focusing on the price and the product will continue to expand in household electrical appliance online shopping, with a variety of marketing methods constantly stimulating consumers’ desire for consumption and thereby increasing household electrical appliance online shopping market scale.
·Household electrical appliance online shopping essentially means the Internet economy innovates the traditional channels, with a disruptive impact on the traditional household electrical appliance channels and the traditional household electrical appliances manufacturing. In one year or two, either the channels or brand enterprises will witness a new shuffle.
·Household electrical appliance online shopping market will be increasingly wide, online shoppers’ age groups are rapidly expanding, online shopping goods are constantly extended from the past low-end to high-end, and the market structure will be more and more complete.
·Household electrical appliance online shopping coverage is extending from the first-tier cities such as Beijing, Shanghai and Guangzhou to second- and third- tier cities, with the logistics industry serving as an opportunity and a challenge.
·Household electrical appliance online shopping market will become the best platform for testing and marketing of newly emerging goods, constantly witnessing new attractions, new opportunities and new brands.
·Household electrical appliance online shopping is an important part of information consumption, significantly promoting rapid development of information consumption.
·For both brand and platform E-commerce merchants, household electrical appliance online shopping stands for a road without signs, with huge development potentials.