The "May 1", "11" and other holidays have traditionally been the prime time for home appliance sales, which has been the consensus of the home appliance industry for many years. In recent years, however, the traditional season of sales has fallen from the top.

The total number of televisions sold during the May Day sales period was 1.76 million, down 13.0% from a year earlier, and the sales volume was 6.4 billion yuan, down 2.5 percent from a year earlier, the company said. In addition, the ability to ship the market for five refrigerators and washing machines has also been falling after April's rounds of promotional sales.

Many home appliance enterprise sales director said in an interview with national grid in the press, electrical home appliances market in recent years great changes have taken place in pace of sales, especially the rise of electric business and a variety of man-made holiday, "May Day", "11" and other traditional home appliance market sales peak is being gradually shunt.

Off-season counter attack

Observation history of nearly ten years of monthly sales throughout the year accounted evolution can be found, and the traditional peak season gradually decline, in contrast to the traditional low season in June and November, for example, no longer is the promotion of drama in a supporting role, its "meritorious service" has gradually tied even surpass the traditional peak season.

Yi kang measure, according to data in May and October 2007 accounted for 11.6%, 11.8% respectively of the annual sales, and accounts for only 6.1%, in April for the lowest month throughout the year. By 2013, sales in April were comparable to that of may. In 2016, sales of 9.2% in April, has been back in May and, at this time of ratio fell to 8.2% in May, importance has a middle level throughout the year. Similarly, sales in October fell from 11.8% to 9.0% in a decade.

The rise of the traditional off-season has been attributed to the e-commerce festival, which has stimulated the consumer's desire for shopping and released consumer demand in advance. In addition, the brand manufacturer in these emerging festival launched promotions, also let consumers enjoy as much as the traditional peak season is favorable, consumers have realized buy home appliance can no longer have to frothy.

For home appliances, the once-sharp peak season and the off-season have become a thing of the past. Home appliance dealers are laments: now is that every moment of the day to call, no respite, only hold their positions have fought to stay down.

Agitate for ten years

"The five and eleven days ten years ago were usually seven days off, and with the adjustment of the holiday system, the holiday is only three days away." In home appliance industry observers Liang Zhenpeng point of view, in addition to the electric business platform and facilitation of attributes and artificial more holiday, the adjustment of many social factors also influence the evolution of the home appliance market sales pace.

Anhui exalted electric group co., LTD., the direct selling operation center director Zhao Guzeng said ten years ago, the home appliance market is still in its upward channel, almost can use wind to describe, is a pig can fly in tuyere. With domestic economic growth is slowing, and product popularization close to the top, the incremental space is close to the ceiling, the Chinese electrical appliances industry has entered the generation transformation and upgrading of the era of change. In this case, waiting for the customer the door only to die, so home appliance one shopkeeper became the hong merchants frequently attack, holiday sales promotion, even the present situation of the holiday was all too clear.

It is understood that today's holiday promotion is not limited to e-commerce. In addition to known as the "418" "618", "815", "double 11", "double 12" and other conventional electric business promotion section, now also spawned "dishwasher festival", "water purification section" category, etc. In addition, home appliance brand manufacturer also not to be backward, still build a lot of brand day. Even the "March 15", which has always been a subject of activism and counterfeiting, has become a battleground for promotion.

Zhao Guzeng told reporters, in fact, in addition to the above promotion carnival "big", the many brands and retailers will also do some purchase will be "hidden". One is aimed at dealers, which in time will launch star products and related preferential policies to detonate the market through joint operations by the franchiser group. The other is for internal employees and related relatives, which are also a boon to employees while promoting product sales. Moreover, many companies will release preferential policies in advance of the presupposition, and will intercept existing market demand ahead of time.

According to beauty refrigerators sales company tian-bao wang, general manager of Beijing, in fact gome home appliances such as retailers will often make some similar to the United States every month in the form of "black Friday" activities, has not been peak node does not exist the so-called peak of said.

In addition to the national holiday system, electricity build festival revelry, enterprises constantly attack outside factors such as, the change of the electrical appliances product status in the family life also affects the overall rhythm of the market.

"Many years ago, the price of a refrigerator product was thousands of dollars, and now it is still a thousand dollars. It is the price of cabbage." Hefei Gu Wei xue qi electric co., LTD. General manager, told reporters that although the refrigerator product price level change is not very big, but has been transformed from the original family "luxury" ordinary family durable consumer goods, people used to buy refrigerators are selective, basically a see direct order online now. In fact, changes in the family history of home appliance products have had a certain effect on the change of buying habits.

In wang's view, frequent promotions have a negative impact on the profits and sales of appliance companies. But not all is bad. Mr. Wang told reporters that the explosion was not an e-commerce issue. Before "May Day", "11" during the peak season, concentration due to market demand, the company's production, transportation, inventory turnover, etc, are facing the great test. At present, there are more market promotions, and the overall shipments are also gradually flattening out, which also helps reduce the risk in the daily production operation.