Take home appliance industry as the object, and analyze its internal competitive structure and pattern?

Taking the home appliance industry as the object, its internal competition structure and pattern are as follows:

Judging from the competition pattern of online channel market, JD.COM and Suning.cn have the largest sales share, accounting for 37.3% and 30.6% respectively, accounting for nearly 70% in total; Followed by Tmall, accounting for 22.9%.

In the offline market channel competition, Suning.cn and Gome account for a relatively large proportion of sales, accounting for 17.9% and 8.5% respectively, accounting for about 25% in total.

It can be seen that the concentration of online sales channels in China household appliances industry is high, while the competition of offline channels is more intense.

Present situation of development mode of household appliance industry

Professional chain stores are still the main force of terminal sales. At present, the physical store sales of household appliances and consumer electronic products in China mainly include large department stores, professional chain stores, large supermarkets, home appliance cities, and brand stores set up by production enterprises themselves. Compared with other sales methods, professional chain stores attach importance to brand management because of their clear product and market segmentation positioning.

Therefore, it can provide consumers with more brand choices and more professional services, and at the same time reduce costs through unified procurement and distribution; Therefore, professional chain stores not only have the characteristics of complete types of large shopping malls and large operating area, but also have the advantage of low price in electrical appliances city, and are supported by professional service network and management system, which meets the requirements of consumers and household appliances sales market.

Compared with online e-commerce, it also has advantages in shopping environment, product experience and maintenance. Therefore, despite the impact of online e-commerce, professional chain enterprises still occupy an important position in the terminal sales process.