Seeing that the May 1st holiday is getting closer and closer, not only consumers have been unable to suppress the desire to buy, but companies and businesses have already prepared themselves for the festival. All along, the traditional holidays of May Day and Eleven are the peak periods of consumer purchases, but with the changes in consumer groups and consumption habits, the "iron" Golden Week seems to have shaken its status in recent years .
On April 24, the "2018 May 1st China Household Appliances Consumption Trend Analysis Report" was released in Beijing. The report shows that the promotion function of traditional festivals is weakening. In addition to the traditional promotion nodes such as "May Day" and "Eleven", 618, 815, Double 11 and Double 12 have become the nodes for people to buy goods, and the promotion has become increasingly Normalize. Experts believe that on the one hand, the normalization of sales promotion has caused the “May 1†appliance consumption to be diverted; on the other hand, consumer spending habits are changing. In addition, as the post-80s and 90s become the main consumer groups, they are faced with diversified choices such as "May Day" travel, and the purchase of home appliances is no longer the only priority option during the "May Day" period.
On the eve of May Day, Xiaomi released the Xiaomi 6X mobile phone. The machine is positioned as an “offline flagship mobile phone designed for new retailâ€, endorsed by Wu Yifan, priced from 1599 yuan (4GB + 64GB), and the 6GB + 128GB version is priced at 1999 yuan. At the new product launch, Lei Jun promised that Xiaomi ’s hardware comprehensive net profit margin will never exceed 5%. If it exceeds, Xiaomi will return the excess to Xiaomi users in a reasonable manner. Since the establishment of the brand, Xiaomi mobile phones have been popular with consumers at low prices. Over the years, Xiaomi's mobile phones have been gradually updated, but the price has not increased significantly. Today, Lei Jun ’s commitment is even more convincing, and Xiaomi ’s mobile phone is indeed very conscience. But whether consumers can buy it or not, this May Day Golden Week may be able to tell.
Recently, Aowei Cloud released the air conditioning market data for the first quarter of 2018. Data show that the air-conditioning market did not advance as aggressively as the same period last year. The transformation of products to mid- to high-end and the cultivation of new growth points will become the main tasks of many companies in the air-conditioning market this year. In addition, affected by the price of raw materials, air conditioners are facing upward pressure this year. Beginning on May 1st each year, as the temperature rises, air conditioners have gradually entered the peak sales season. But from this year's data, the air-conditioning industry is not optimistic.
Contrary to the air conditioner market, the water heater market has a good start this year. On April 26, the "Water · Language Future-2018 China Water Heater Industry Summit Forum" sponsored by China State Grid was held in Beijing. JD.com, a leading brand of water heaters in the domestic market and channel distributors, participated in the meeting to jointly review the current status of China's water heater industry, look forward to future development trends, and communicate and discuss topics that consumers and the industry generally care about. The data shows that the retail volume of China's water heater market in the first quarter of 2018 was 18 billion yuan, a year-on-year increase of 8.8%. Throughout this year, the water heater market is expected to achieve double-digit growth. The water heater industry won the battle in the first year, and I believe this passion will continue throughout the May Day Golden Week.
In fact, the weakening of the promotional function of traditional festivals such as May Day is not because the festival itself is no longer important, but the increase in online shopping promotion nodes has dispersed consumers' time and energy for shopping. But it is undeniable that as an important traditional festival, both online and offline will seize opportunities and promote consumption. However, in this promotional war, which industry will be better? let us wait and see.
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