今年1月家电业迎来久违开门红

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在今年1月部分家电企业收获久违的大幅增长背后,则是中国家电巨头们在经历过去三四年的经营转型、产品迭代和技术创新探索后,正迎来一轮主动改革释放的新红利。

临近春节,家电圈从国内主要家电企业获得一个久违的好消息:自元旦以来,春节促销前夕,一些家电巨头的市场营收取得同比大幅度增长。一些企业销售额增长超过50%,少数企业的销售额增长甚至超过100%,达到110%以上。

家电圈了解到,这种大幅度的增长,并不是整个家电产业,而是一些很早就开始布局中高端市场的领军企业。可以说,这只是一场属于少数家电企业的"品质消费"升级盛宴,并不会惠及整个家电产业。背后则是"一份耕耘一份收获"。

当然在整个家电市场一片萧条,电商增速放缓、实体店低迷的背景下,一些家电巨头仍然可以取得从50%到100%以上的增速,或许在一些家电人看起来有点"不可思议"。其实,这种增长并非假象和偶然。

一方面,因为去年同期家电市场的过度低迷,今年则迎来一轮强势增长和反弹,同比增长势头较为可喜,显得数据增幅较大;另一方面,则是受到中高端消费市场的强势拉动,带动家电销售额的逆势增长。

此外,则是今年元春家电市场消费,呈现一轮趋优化、品质化和高端个性化的迹象,这也为一些企业的市场竞争转型注入新的力量。

可以确定,这一轮家电巨头们取得的逆势增长和反弹局面,将会在今年上半年的家电市场上延续,将会在未来3-5个月出现一轮局部性、区域性的反弹。同时,这也望在今年上半年带动一批家电线下实体店的经营业绩强势反弹。从而让一些家电企业和实体店率先获得转型红利和成果的回报。

目前这一轮家电市场业绩的逆势反弹,主要存在于少数家电巨头和零售商身上。接下来是不是会出现扩大和延伸,还有待时间的检验和消费的拉动。并取决于两方面的因素制约:

一是,相关家电企业和商家,能不能真正抓住这一轮消费升级的东风,扩大市场战果;二是,整个中高端消费的需求,能不能在一定时间内得到蔓延和提升,还需要得到产品力的支撑!


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