Lub tshuab ntxhua khaub ncaws tuaj yeem muag tau zoo hauv xyoo 2023 txuas ntxiv kom muaj kev muag khoom zoo hauv xyoo 2024?
Thaum pib ntawm 2024, cov tshuab ntxhua khaub ncaws txuas ntxiv cov qauv ntawm "ib txhij nce hauv kev tsim khoom thiab muag" hauv 2023. Los ntawm cov ntaub ntawv muag khoom hauv tsev thiab txawv teb chaws ntawm thawj ob lub hlis, nws tuaj yeem pom tias kev xa tawm ntawm lub tshuab ntxhua khaub ncaws tau ua tiav kev loj hlob. , thiab kev muag khoom hauv tsev kuj tsis tu ncua. Tau ntsib nrog lub xyoo tseem tsis tau paub meej ntawm 2024, puas tuaj yeem ua tiav kev lag luam tshuab ntxhua khaub ncaws txuas ntxiv caij cua thiab tsim lub yeeb koob tshiab?
Caij cua thiab tawm mus rau hiav txwv, lub zog xa tawm kev loj hlob yog qhov xav tsis thoob
Raws li kev lag luam hauv online cov ntaub ntawv, nyob rau hauv 2023, qhov tso zis ntawm Tuam Tshoj lub tsev ntxhua khaub ncaws kev lag luam yog 79.958 lab units, ib xyoo-rau-xyoo nce ntawm 16.4%; Kev muag khoom yog 80.45 lab units, ib xyoos ib zaug nce ntawm 16.9%.
Dab tsi yog qhov tseem ceeb tshaj plaws yog tias xyoo 2023, Tuam Tshoj lub tshuab ntxhua khaub ncaws xa tawm tau ua tiav kev loj hlob ntawm ntau dua 38%, qeb thib ib ntawm peb lub tuam txhab hluav taws xob dawb loj nyob rau hauv cov nqe lus ntawm kev loj hlob ntawm xyoo. Raws li cov ntaub ntawv muab los ntawm Tuam Tshoj Cov Khoom Siv Hluav Taws Xob Hluav Taws Xob, cov khoom lag luam xa tawm ntawm lub tshuab ntxhua khaub ncaws hauv Suav teb yog 36.44 lab units hauv 2023, ib xyoos ib zaug nce ntawm 38.7%; Tus nqi xa tawm yog 5 billion US dollars, ib xyoos ib zaug nce ntawm 18.8%.
Caij ntawm kev rov qab los sai sai ntawm European thiab Asmeskas kev lag luam, lub tshuab ntxhua khaub ncaws tau ua tiav cov txiaj ntsig zoo tshaj plaws hauv xyoo 2023, nrog kev loj hlob ntawm peb lub hlis twg ntawm 18%, 52%, 44%, thiab 38%, feem. Panasonic cov neeg ua haujlwm ntseeg tias qhov kev loj hlob tseem ceeb hauv kev xa tawm tshuab ntxhua khaub ncaws hauv 2023 yog qhov tshwm sim ntawm ntau yam ua haujlwm ua ke. Ib qho yog tias cov khoom muag hauv kev lag luam txawv teb chaws tau poob qis, cov neeg siv khoom xav tau rov zoo dua, thiab muaj kev thov rau cov khoom muag ntxiv; Qhov thib ob, qhov kev poob qis ntawm RMB tau ua rau muaj kev nce nqi ntawm kev tsim khoom txawv teb chaws thiab txo tus nqi ntshuam, uas tau txhawb kev loj hlob ntawm Tuam Tshoj lub tshuab ntxhua khaub ncaws xa tawm; Thirdly, kev sib tw nyob rau hauv lub domestic tshuab ntxhua khaub ncaws ua lag luam yog intensifying, thiab ntau lub lag luam yog nquag tawm mus txhawb export kev loj hlob; Plaub, qhov kev thov raws li "Belt and Road" tau nce thiab kev lag luam tau nthuav dav ntxiv. Tsis tas li ntawd, qhov poob ntawm cov nqi thauj khoom tau txo qis tus nqi ntawm cov khoom xa tawm.
Zuag qhia tag nrho, tus nqi kom zoo dua ntawm Suav cov khoom lag luam thiab kev rov qab los ntawm kev thov hauv European thiab Asmeskas kev lag luam tau muab kev txhawb zog rau kev loj hlob ntawm Tuam Tshoj lub tshuab ntxhua khaub ncaws xa tawm hauv 2023, ob qho tib si ntawm cov khoom siv thiab kev xav tau.
Thaum pib ntawm 2024, kev xa tawm ntawm lub tshuab ntxhua khaub ncaws yuav txuas ntxiv qhov kev loj hlob ntawm xyoo 2023. Cov ntaub ntawv kev lag luam hauv online qhia tau hais tias nyob rau lub Ib Hlis 2024, kev xa tawm ntawm lub tshuab ntxhua khaub ncaws hauv Suav teb yog 3.462 lab units, ib xyoos ib zaug nce. 25.6%. Tab sis nrog kev tso tawm maj mam rov qab los ntawm kev xav tau nyob rau theem pib, nws tseem tsis tau paub tias kev xa tawm ntawm lub tshuab ntxhua khaub ncaws tuaj yeem nce ntxiv li xyoo 2023. Tib lub sijhawm, European thiab Asmeskas kev lag luam uas vam khom rau hauv 2023. raug cuam tshuam los ntawm kev nce nqi mus sij hawm ntev, thiab muaj qhov tshwm sim dav dav ntawm kev siv qis qis. Qhov kev ua tau zoo tshaj tawm hauv xyoo 2023 tau txais txiaj ntsig zoo los ntawm kev siv nyiaj ntau dua ntawm cov khoom siv tshuab ntxhua khaub ncaws hauv Suav teb. Txawm li cas los xij, rau cov khoom lag luam nrov xws li tshuab ntxhua khaub ncaws, xa tawm cov khoom lag luam qis ib leeg tsis yog kev daws teeb meem ntev. Kev nce tus nqi nruab nrab ntawm kev xa tawm, kho cov qauv khoom, thiab nthuav dav rau hauv nruab nrab mus rau theem siab kawg kev lag luam yog qhov muaj txiaj ntsig zoo rau kev loj hlob mus ntev ntawm kev lag luam. Cov tuam txhab ua lag luam tau coj tus thawj coj hauv kev tsim layouts. Raws li tus kws tshaj lij los ntawm Cov Khoom Siv Hluav Taws Xob, hauv 2023, ntau dua 90% ntawm Haier lub tshuab ntxhua khaub ncaws xa tawm mus rau Tebchaws Europe yog cov khoom siv txuag hluav taws xob nrog A-theem kev siv hluav taws xob lossis siab dua.
Stepping ntawm nthwv dej, kev muag khoom hauv tsev tsis tu ncua rov qab los
Hauv kev lag luam hauv tsev hauv Suav teb, kev lag luam ntxhua khaub ncaws thiab tu sawv cev los ntawm cov tshuab ntxhua khaub ncaws thiab tshuab ziab khaub ncaws kuj tau ua tiav qhov kev loj hlob. Raws li AVC cov ntaub ntawv tag nrho, nyob rau xyoo 2023, omni channel khw muag khoom ntawm lub tshuab ntxhua khaub ncaws hauv Suav teb tau nce mus txog 40.05 lab units, ib xyoos ib zaug nce ntawm 3.4%, thiab cov khw muag khoom muag tau nce mus txog 93.4 billion yuan, ib xyoos ib zaug. nce 5.8%; Lub omni channel khw muag khoom ntawm cov tshuab ziab khaub ncaws tau mus txog 2.17 lab units, ib xyoos ib zaug nce ntawm 16.4%, thiab cov khw muag khoom muag tau nce mus txog 12.9 billion yuan, ib xyoos ib zaug nce ntawm 23.8%.
Txawm li cas los xij, tus thawj coj loj hlob tuaj ntau dua los ntawm kev muag khoom qis hauv tsev thiab lub tshuab ziab khaub ncaws hauv xyoo 2022. Hauv kev xam phaj, cov tuam txhab tseem ceeb feem ntau tau hais tias lawv tau ua tiav kev muag khoom hauv xyoo 2023, tab sis tag nrho cov tshuab ntxhua khaub ncaws hauv tsev tsuas tuaj yeem suav tias yog ib qho kev lag luam. kev loj hlob zoo, thiab kev rov qab los tiag tiag yuav siv sijhawm.
Zoo siab heev, kev lag luam tshuab ntxhua khaub ncaws hauv tsev yuav muaj qhov pib zoo hauv xyoo 2024. Lub Rooj Sib Tham Plaub Ntug ntawm Pawg Neeg Saib Xyuas Nyiaj Txiag thiab Kev Lag Luam tau hais tias kev ua kom cov khoom lag luam nrawm thiab hloov pauv yog ib qho kev ntsuas tseem ceeb los txhawb txoj kev loj hlob zoo. Nws yog ib qho tsim nyog los txhawb thiab coj cov kev hloov kho tshiab ntawm cov cuab yeej loj loj thiab cov khoom siv hauv kev lag luam. Rau cov khoom lag luam uas paub tab zoo li cov tshuab ntxhua khaub ncaws, kev hloov cov qub rau cov tshiab yuav yog qhov teeb meem mus sij hawm ntev thiab lub zog tseem ceeb rau kev txhim kho kev lag luam yav tom ntej. Qhov kev txiav txim siab thiab kev xa tawm ntawm kev pauv cov qub rau cov tshiab ntawm lub teb chaws yog undoubtedly tseem ceeb xov xwm zoo. Txij li thaum pib ntawm lub xyoo, cov haujlwm txhawb nqa kev noj zaub mov uas sawv cev los ntawm 2024 Lub Tebchaws Kev Noj Qab Haus Huv Lub Hlis tau maj mam ua.
Kev noj qab haus huv ntse, kev noj zaub ntsuab, thiab kev noj qab haus huv yog cov hotspots tsis ntev los no hauv Suav cov neeg siv khoom lag luam, thiab tseem yog cov lus qhia tseem ceeb uas tau coj los ntawm kev noj qab haus huv txoj cai. Hauv xyoo 2024, kev lag luam tshuab ntxhua khaub ncaws tau npaj rau ntawm cov khoom siv. Kev siv cov ntse ntse ua piv txwv, cov cuab yeej ntse xws li kev sib txuas ntawm kev ntxuav thiab ziab, kev sib txuas ntawm kev ntxuav thiab ziab, tsis siv neeg dispensing, kev paub txog khaub ncaws, thiab lub suab tswj tau siv rau hauv ntau thiab ntau cov khoom, thiab cov kev txawj ntse theem ntawm cov khoom siv tshuab ntxhua khaub ncaws yog kev txhim kho tas li. . Noj kev noj qab haus huv ua piv txwv, cov hom lag luam loj tau txuas ntxiv tsim kho tshiab hauv kev noj qab haus huv thev naus laus zis hauv xyoo tas los no, thiab kev noj qab haus huv tau dhau los ua tus qauv ntawm cov khoom siv ntxhua khaub ncaws.
Innovate kom tawg los ntawm qhov xwm txheej thiab qhib qhov kev thov rau kev hloov pauv
Tej zaum lub sijhawm los rhuav tshem qhov kev tuag tseem yuav tsum tau tos, tab sis txhawm rau qhib lub lag luam tshiab, qhov xav tau ntau dua yog kev ua siab ntev thiab muaj peev xwm los rhuav tshem qhov kev tuag, uas yog kev tsim kho tshiab thiab txuas ntxiv ntawm pawg paub tab, thiab kev txaus siab ntawm cov neeg siv kev xav tau. . Tus neeg sau xov xwm los ntawm Cov Khoom Siv Hluav Taws Xob tau pom los ntawm kev xam phaj tias peb qhov kev xav tau loj yog tsim nyog rau kev saib xyuas.
Ib qho yog qhov kev thov rau kev hloov kho tshiab, tshwj xeeb tshaj yog kev txhim kho high-end. Kev kho dua tshiab yeej ib txwm yog qhov tseem ceeb ntawm txoj kev loj hlob ntawm lub tshuab ntxhua khaub ncaws tom qab ua tiav kev tu thiab kom muaj nuj nqis. Kev hloov ntawm pawg thiab kev nce hauv lub peev xwm yog ib zaug cov lus qhia rau kev txhim kho cov khoom siv tshuab ntxhua khaub ncaws, uas tseem ua rau cov nplai ntawm lub tshuab ntxhua khaub ncaws ua lag luam kom nce ntxiv. Niaj hnub no, kev txuas ntxiv ntawm kev ua haujlwm los ntawm "kev ntxhua khaub ncaws" mus rau "qhuav" thiab "tiv thaiv" yog kev hloov kho dua tshiab ntawm cov neeg siv khoom siv tu khaub ncaws. Kev tshaj tawm ntawm kev ntxuav thiab ziab khaub ncaws hauv 2023 qhia txog qhov kev hloov kho tshiab no. Yog li, hom kev loj hlob tuaj yeem "ci" coj mus rau kev lag luam tshuab ntxhua khaub ncaws? Raws li cov ntaub ntawv kev lag luam muag khoom hauv tsev hauv xyoo 2023, kev muag khoom ntawm lub tshuab ntxhua khaub ncaws yog li 40 lab units, thaum lub khw muag khoom ntawm cov tshuab ziab khaub ncaws tseem nyob rau theem ntawm 2 lab units. Thaum "kev ziab" yog raws sijhawm raws li "ntxuav", qhov chaw ua lag luam uas tuaj yeem tso tawm yog qhov tseeb ntawm tus kheej, thiab kev lag luam nplai kuj tseem yuav ua ob npaug. Nyob rau tib lub sijhawm, "kev tiv thaiv" rau kev txhim kho siab dua qhov xav tau tseem yuav tsum tau muab tso ua ntej. Los ntawm qhov xwm txheej ntawm kev lag luam tam sim no, kev sib tw rau kev ntxuav thiab tu zoo tau pib.
Qhov thib ob yog segment qhov kev thov. Txawm hais tias lub tshuab ntxhua khaub ncaws yog cov khoom lag luam uas paub tab, qhov no tsis txhais tau tias tsis muaj chaw rau kev tsim kho tshiab. Nrog rau segmentation ntawm pab pawg neeg siv khoom thiab kev xav tau, cov lem tshiab hauv kev lag luam tau tshwm sim tas li nyob rau xyoo tas los no, xws li lub tshuab ntxhua khaub ncaws niam thiab menyuam, khau ntxhua khaub ncaws, ris tsho hauv qab ntxhua khaub ncaws, thiab lwm yam hauv 2023, lub tshuab ntxhua khaub ncaws me me nrog lub peev xwm. tsawg dua 3kg ua tau zoo tshaj plaws, suav txog 6% ntawm kev ua lag luam online. Cov khoom muaj peev xwm me me xws li cov ris tsho hauv qab ntxhua khaub ncaws tau nyiam los ntawm cov neeg siv khoom hluas. Txawm li cas los xij, txoj kev loj hlob ntawm txoj kev tshiab tsis ua tiav ib hmos, thiab nws xav kom cov tuam txhab ua cov kev tshawb fawb ntxaws thiab kev tsim kho thev naus laus zis ntawm segmented xav tau. Lub tshuab ntxhua khaub ncaws khau uas tau nrov hauv xyoo 2022 tau ua lag luam me ntsis nyob rau hauv 2023, nrog rau cov teeb meem xws li cov khoom homogenization thiab cov neeg siv tsis zoo cuam tshuam txoj kev loj hlob ntawm pawg tshiab no.
Qhov thib peb yog kev kho kom huv si. Qhov nrov ntawm kev ntxuav thiab ziab khaub ncaws rau qee qhov qhia tau hais tias cov neeg siv khoom tsis txwv rau cov haujlwm yooj yim rau lub tshuab ntxhua khaub ncaws, thiab lawv qhov kev thov rau cov khaub ncaws hauv tsev ntxhua khaub ncaws thiab kev saib xyuas cov kev daws teeb meem yog hloov kho tas li. Nws tau dhau los ua ib qho qauv los muab kev ntxuav tag nrho thiab kev kho mob rau cov neeg siv khoom thoob plaws tag nrho cov txheej txheem ntawm tsev neeg ntxhua khaub ncaws thiab tu. Tej zaum nws yuav yog ib qho kev ntxuav thiab tu lub ntsej muag uas muaj ntau yam kev ntxuav thiab tu, ntxuav thiab ziab cov tshuab ntxhua khaub ncaws thiab tshuab ziab khaub ncaws, lossis ntau lub tshuab ntxhua khaub ncaws thiab tshuab ziab khaub ncaws. Raws li cov nthwv dej ntawm kev sib koom ua ke ntawm cov khoom siv hauv tsev, qhov kev sib txawv no tuaj yeem pom meej dua.
