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中怡康时代:没有差异化,未来会很难

  刚刚过去不久的五一市场给本就“忧心忡忡”的家电销售蒙上了一层阴影,大多数家电产品在五一销售受阻。从中怡康最新的推总数据来看,2018年1-4月,大家电产品中彩电、冰箱、洗衣机、空调零售额同比分别增长-3.81%,9.14%,10.29%,16.96%,虽然年度累计数据白电各品类仍有增长,但是增长速度较一季度迅速回落,其中冰箱回落5.57个百分点,洗衣机回落4.71个百分点,空调回落5.75个百分点,家电零售市场遭遇较大考验。冰箱在整体市场回落的大背景下也面临很大的压力,从目前的市场表现来看,可以说“未来的冰箱市场没有差异化,会很艰难。”为什么会得出这一结论,主要有以下几个方面的原因:

  DIYI:FANGDICHANFANGHUAN,GUIMOZENGZHANGCHENGYA。DUISHICHANGZAOCHENGJIAODAYALIDESHIFANGDICHANSHICHANGZENGZHANGSUDUFANGHUAN。GUOJIATONGJIJUSHUJUXIANSHI,2017NIANYIJIDUSHANGPINFANGXIAOSHOUMIANJIZENGZHANGLVWEI15.7%,2018NIANYIJIDUZHEIYISHUJUFANGHUANZHI3.6%,HUILUOGAODA12.1GEBAIFENDIAN。ZAIDICHANHUILUODEDABEIJINGXIA,ZHONGYIKANGTUIZONGSHUJUXIANSHI:BENCIWUYIBINGXIANGSHICHANGLINGSHOULIANGFUZENGZHANG7.8%,LINGSHOUEJINZENGZHANG1.1%。

  DIER:GEJICHENGSHIQUANXIANFUZENGZHANG。BENLUNFANGDICHANXIANGOUZIYIXIANCHENGSHIKAISHI,RANHOUZHUJIANKUOZHANZHIERSANXIANCHENGSHI。GEXIANCHENGSHIDEFANGDICHANXIANGOUDUIJIADIANSHICHANGDEXIAOSHOUDAILAIJIAODADEYINGXIANG,ZHONGYIKANGXIANXIAZHOUDUJIANCESHUJUXIANSHI:BENCIWUYIDEBINGXIANGSHICHANGYIERSANSIXIANCHENGSHILINGSHOUETONGBIFENBIEFUZENGZHANG11.6%、5.7%、4.0%、6.0%,GEJISHICHANGQUANXIANFUZENGZHANG。

  DISAN:SHICHANGGEPINLEIQUANBU“YAHUO”。QIANJINIANBINGXIANGDESUIRANZHENGTIBIAOXIANDIMI,DANSHISHICHANGNEIBUDUOMEN、DUIKAIDENGXIFENPINLEISHICHANGRENGYOUBUCUODEZENGZHANG,DANSHICONGBENCIWUYIDEXIANXIAZHOUDUJIANCESHUJULAIKAN,FENGLENGLIANGMEN、FENGLENGSANMEN、DUIKAIMENQUANXIANFUZENGZHANG,DUOMENJINWEIWEIZENGZHANG2.8%。

超级大满贯  DISI:TISHENGJUNJIACHENGWEIPINPAIZENGZHANGDEGUANJIAN。CONGZHULIPINPAIDESHICHANGBIAOXIANLAI,BENCIWUYIZHOUQIXIANXIASHICHANG,CHUHAIERZENGZHANGZHIWAI,QIYUPINPAIJUNCHUXIANBUTONGCHENGDUDEFUZENGZHANG。SUIRANGUIMOXIAJIANG,DANGEPINPAIJUNJIACHUXIANLEMINGXIANSHANGZHANG,JUNJIADESHANGZHANGZAIYIDINGCHENGDUSHANGDUICHONGLELIANGXIAJIANGZAOCHENGDEYINGXIANG。DANSHIMUQIANSHICHANGDIDUANCHANPINTIJIAMIANLINJIAODADEZULI,CHANPINJUNJIADETISHENGGENGDUOLAIZIGAODUANCHANPINDEGONGXIAN,ERGAODUANCHANPINTIJIADEQIANGZHICHENGSHICHAYIHUA。JUYIGELIZI:TONGYANGSHIXIMENZIPINPAIDEDUIKAIMENBINGXIANG,LIANGKAIMENDEPUTONGDUIKAIMENHECHAYIHUADESANKAISHICHANPINJUNJIAXIANGCHA5686YUAN,ZHEIMEDADEYIJIAGENGDUODESHIYOUCHAYIHUASUODAILAIDE。

  ZONGHEYISHANGFENXI,WOMENRENWEIZAIDICHANXIAXING、GUIMOCHENGYA,GEJISHICHANGQUANXIANFUZENGZHANG,GEPINLEIQUANXIANYAHUODEDABEIJINGXIA,SHICHANGDEHEXINJIUSHITISHENGJUNJIA,ERTISHENGJUNJIADEHEXINZAICHAYIHUA,SUOYI,“WEILAIMEIYOUCHAYIHUA,HUIFEICHANGJIANNAN。”


SAOYISAO,ZUIXINZUIREJIADIANXINGYEDONGTAI,QUANWEISHUJU、ZHUANJIAGUANDIAN、XINWENREPINGJINZAIZHANGWO。WEIXINSOUSUO“SHANGHAIJIADIANWANG”/“shjiadian”JIKEGUANZHU,QIDAININDEDIANZANHUOPAIZHUAN!

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