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From the heart of the definition of a healthy life- how consumers do not waste money

 时间:2020-06-13 22:18:34 来源: 

the moment, while people's living standards rising, by means of prevention and protection to pursue a healthy life gradually become the mainstream. Especially in recent years, with the ever-changing environment and a new generation of consumer force of life, enhance the concept of consumption, forcing a healthy fashion and quickly occupied the high ground of small absolute trends appliances, "health" as the dominance of air, water, health category of home appliances going into millions of households.

According to Jingdong big data show that compared to last year, this year 618 during the double 11, Jingdong health appliances category (air purifiers, water purifiers, massage chairs & massage) single category of products appear almost all 50 % or more of a substantial increase, on the whole, more than 60%. Visible, people's health requirements for air, water, the body is increasingly necessary, not hypocritical.

净水

market was mixed, consumers emptied sense of security

From the industry point of view, the end of the water purifier market rapid growth, deepening penetration; air purifier industry has experienced rapid development after entering period of adjustment; massage chair market is showing off steady growth, according to market research, industry analysts predict Chilean research consulting, domestic massage chair market penetration in the future will be up to 5%, by 2026 the market size will reach 40 billion yuan increment. Jingdong continue to tap big data, 2017-2019 years Jingdong health appliances category (air purifiers, water purifiers, massage chairs & massage), the Jingdong air purifier market share increased year by year, water purifiers, massage chairs, massage sales volume and other products are nearly three-digit gains, more than 50 million users to buy Jingdong over health appliances. Tens of thousands of dollars to large massage chairs, small to hundreds of dollars a neck massager, frequently become the "cut the hand" good thing.

all sorts of status quo and data are all telling us that the attitude of consumers seeking a healthy life and renewed air, water, health appliances category is becoming the future of small household appliance market, the meat and potatoes children. But thus, resulting in part of non-compliance with the market rules of the game to get involved in the business, virtually lay hidden for the healthy development of the industry. On the one hand, the larger the market, product quality herbicides missing, consumers get confused, fly a good thing not start. The other side, the sky flying a price war, went to the expense of products and services at the expense of the battlefield, product homogeneity, shoddy even more serious, no longer the depth of excavation, concern consumer pain points.

On the contrary, from the consumer's point of view, whether the product has A + certification testing, 3C logo, certification mark and perfect after-sales service is still unsolved problems. In addition, Chinese families consumers to improve air and water quality requirements become more diverse, the requirements for a comprehensive functional products also will increase.

purify the air in major brands and Jingdong jointly issued the "Jingdong air purification category White Paper on consumer trends" in the once pointed out, consumers are increasingly focusing on comprehensive functional evaluation of goods and products, willing to quality in pay for high-priced products, look forward to quickly purify the whole house in a shorter period of time, which directly reflected in the sterilization disinfection, in addition to formaldehyde air purifier sales functions throughout the year on year growth in air purifier in the fastest category. At the same time, more than half of consumers expect to have a "home test", "Child Lock", "Moisturizing Function", "APP digital" and other value-added services and features. Consumer health products category strong demand is not false, but the face of the cohabitation of the market, how to buy a quality guarantee and also meet their product for most consumers heart disease. At this time, a large group of consumers living in the Internet age will naturally lock eyes electricity provider platform help. Choose a regular online shopping channels, the official flagship store import goods or platform is becoming one of the most secure and reliable way.

electronic business platform to communicate with the media, health spending power of consumers

As can be seen from the data itself Jingdong growth, the current state, it is the most dependent on the consumer electronics retail platform doubt. In addition, China Market Information Industry Association survey recently released National Bureau of Statistics in charge of the "2019 third quarter B2C electronic business platform consumer market report" also made clear that Jingdong indeed to 22.7% market share ranks China's home appliance market-wide single channel the first body of the retailer. Taste is worth playing, as Jingdong party, after the manner in which they are to respond to the competitive electricity market business challenges of the times, a good thing for consumers fly it?

We wish to refer to was first introduced to Jingdong custom appliance industry C2M reverse mode. Through integration, for a new generation of consumer buying preferences, page views AI algorithms and large data, residence time, purchase records and other information and analysis to crawl, and then reverse customize cooperation with relevant brands, because of the need to introduce more fixed produce a good product. By doing so, on the one hand electronic business platformCan form a product linked with a number of major appliance manufacturers; the real needs on the other hand, can be embodied their large user data is fed back to the home appliance brands. A seemingly simple "clear" action, in fact, much deeper meaning.

of pure water flux of the Philips model brings C2M JPA400 is a typical product, Jingdong through the platform based on the large data relevant to mining, water purification found that consumers volume size, large flux, self-replacement filter such as the use of pain points very prominent concern. So then conduct in-depth communication with Philips. And ultimately joint product development, production and water shield (AquaShield) 400 gallons of home water purifier RO reverse osmosis straight drink 1.05L / min large water flux machine JPA400, the product can be said to solve the true sense of the consumer pain points of large flux of water purification equipment, greatly because of the need to guide the consumer spending.

this year, we also see Jingdong have jointly massage chair mainstream brand release "massage chair community standards", to consumers, whose advantage is that when they "massage chair" in Jingdong platform interface keyword search It occurs when the "Featured recommended" label guidelines, this is definitely a guide consumers to rational consumption, a good way to protect the interests of consumers. But look at the whole industry, we still insufficient stamina to guide consumers in health spending levels. So far, Jingdong again heavy attack, November 19, 2019, organized by Jingdong appliance "category 2019 Jingdong electrical appliances health summit" will be sailing Beijing, the meeting aims to promote quality health appliance category, are discussed in more suitable for manufacturers , more in line with the development direction of consumer demand category.

(Source: Tencent home, invasion deleted)