Gome to experience the air purifier sales to win the market

HC Home Grid reported that in recent years, with the wide-scale smog outbreak, the market demand for air purifiers has increased day by day, becoming one of the must-have appliances for families. However, with the rapid development of the market, the quality of air purifiers is uneven, the standards are different, and the functions of virtual standards frequently appear. How to choose an air purifier that meets your needs has become the most concerned issue for consumers.

Through the 200 air purifier experience zones established in the core stores nationwide, Gome has demonstrated the product characteristics of air purifiers to consumers with real-life experience and achieved rapid growth in sales. In the first ten months of 2016, the sales growth of Gome channel air purifier products was 28.5%, while the industry data was only 10.8%. In order to further promote the popularization of air purifiers, from December 2nd to 26th, more than 1600 stores in Gome will carry out themed activities. All air purifier products will be sold regardless of brand.

Purifier display

Gome channel sales growth rate far exceeds the industry average

In March of this year, after the implementation of the new national standard, the competition pattern of the air purifier market has quietly changed. On the one hand, the quality of unqualified products is rapidly eliminated. On the other hand, in addition to the basic functions of removing cockroaches and removing formaldehyde, consumers gradually deepen their knowledge of odor removal, bacteria removal and pollen removal, and the product upgrading trend becomes more and more obvious.

The data shows that PM2.5 purification effect, formaldehyde removal rate and disinfection performance account for 84.2%, 65.9% and 55.3% of consumers' demands for purifiers; while consumers are using air purifiers. The main pain points are concentrated in the aspects of the purification effect is not obvious, the filter life is low, and the power consumption is large.

Through comprehensive research on the changes in the industry and consumer demand, Gome has increased the promotion of intelligent induction, large CADR value, CCM value, energy saving, and filter optimization products. Through the construction of the core store empty net experience zone, Gome has jointly developed the two sides from the supply chain and the scene display, and has become the industry's well-deserved leader in the promotion of air purifier products.

Conference site

In order to enable consumers to get a better shopping experience, Gome has established 200 empty experience zones in flagship stores across major cities across the country. The professional room design fully simulates the consumer's home environment, and the air purifier products are sold in the simulation. In the work display in the environment, Gome provides consumers with a real use experience before the sale, so that consumers can avoid detours in the process of purchasing air purifiers. Gome's efforts in the effective supply of supply chains and the scene display of air purifier products have also received feedback from the market.

The data shows that in 2016, China's air purifier market increased by 10.8% compared with the same period of last year, showing an overall upward trend, of which offline retail sales accounted for about 60% of the total. According to Gome data, the sales of air purifiers in the first 10 months of this year increased by 28.5% year-on-year. During the period of empty net festivals, sales increased by 73.1% year-on-year, and sales growth was significantly faster than the industry average.

Data from third parties also corroborate Gome's rapid growth in air purifier sales.

Zhongyikang data shows that the growth rate of retail sales and retail sales in the overall offline market is 2.2, while the growth rate of retail sales and retail sales of Gome is 3.5, which is significantly higher than the industry.

Cheng Lin, vice president of Gome, said at the seminar that the current consumer has a misunderstanding, that is, it is easy to ignore the operating area of ​​the air purifier. Affected by air quality and purification area, an air purifier in a family often cannot fully achieve the purification effect. When consumers purchase, in addition to paying attention to the performance of the product, they should also purchase a sufficient amount of power and air purifier according to the family area to achieve the full purification needs.

Cheng Lin, Vice President of Gome Electrical Appliances

70% off low-cost Gome to help the rapid development of new national standard products

"Building and sharing, and health for all" is the strategic theme of building a healthy China, and it is also the goal of Gome. Of course, the promotion of empty net products can not rely on only one enterprise. To this end, Gome takes this seminar as an opportunity to jointly establish a Gome Air Alliance with manufacturers and suppliers to jointly increase the promotion of air purifiers.

At the seminar, Lu Jianguo, deputy director of the China Household Electrical Appliances Research Institute and director of the Health Appliance Analysis and Testing Center, shared the inspection standards for air purifiers. Jia Dongsheng, general manager of Beijing Zhongyikang Times Market Research Co., Ltd. used data and Facts, analyzed the market structure of air purifiers, Zhao Feiyan, technical officer of TOP10 Energy Conservation Center in Switzerland, explained the positive effect of purifier system upgrade on human health life from a more professional perspective.

Lu Jianguo, deputy director of the China Household Electrical Appliances Research Institute and director of the Health Appliance Analysis and Testing Center

Jia Dongsheng, general manager of Zhongyikang Times Market Research Co., Ltd. uses data to explain the market

Zhao Feiyan, technical officer of the TOP10 Energy Conservation Center in Switzerland, spoke

As the highlight of the seminar, after the investigation, testing and evaluation of many experts, the annual breakthrough brand of the air purifier industry in 2016, the best innovative brand in the industry, the best experience brand of the user, and the most influential brand in the industry were selected and awarded. A grand prize, and the ten most popular air purifier items that consumers love. AO Smith, Lake, 3M, Yadu, Supor, Blue, Sharp, Philips, Panasonic, Samsung and other well-known brands are on the list, providing a reliable basis for consumers to choose air purifier products.

Gome awards awards to award-winning companies

Chen Yusheng, general manager of the brand business department of Lake Electric Co., Ltd. said: "We have many years of business dealings with Gome, Gome is a very reliable partner, relying on excellent products, Lake won the annual breakthrough brand award. As the country Net Alliance members, in the future we will continue to work together with Gome to provide consumers with more, better quality and healthier products."

For the implementation of healthy home appliances, Gome has been working hard. Wang Junzhou, president of Gome, said that he hopes to upgrade Gome's home appliance health verification standards to industry standards in three to five years, promote technological innovation and quality improvement of home appliances, improve the consumer environment, and release consumption kinetic energy. Consumers offer higher quality enjoyment.

On the day of the seminar, many participants personally went to the empty net experience area to experience the real machine. While actually feeling the product effect, they also recognized the attitude and determination of Gome's net product promotion.

In order to further promote the air purifier products, from December 2nd to 26th, Gome will launch the “Health Action Gome escort” large-scale air purifier theme activity in more than 1600 stores nationwide. At that time, the air purifier products will not be branded. The game has a 30% discount, and there are more promotional activities such as “buy big and send small”, buy empty nets and remove equipment.

Gome hopes that through industry associations, home appliance manufacturers, retail channels, industry experts, news media and other parties, the community will widely recognize the far-reaching impact of air quality on national health, and continue to promote the development of home appliance health to a higher level, in order to achieve Health China contributes.

Editor in charge: Li Qun