For the home appliance industry, the promotion in 618 is an important node. After novel coronavirus pneumonia has been under the control for nearly half a year, the industry needs a growth point to respond to the consumption level, and the 618 flag is in place. In the face of 618, water purifier manufacturers are also very generous in terms of gifts and discounts, and have high expectations for sales.

  From the perspective of marketing methods, it can be said that there are various. In the offline market, with the help of 618 activities, the manufacturers can drain the physical stores through community marketing activities, and guide consumers to deal in the store. At the same time, they can also take out several products as activity models to drive sales with discounts; On the online market, live delivery brings a lot of traffic. Water purifier products have many ways, such as special price, preferential package, price drop, shopping lottery, etc., which form a great attraction to consumers.

  According to the data from Aowei cloud, during 618, the retail sales of water purifiers in the overall market was 2.74 billion yuan, down 0.6% year-on-year. The retail sales volume was 1.269 million units, up 11.9% year-on-year; among them, the online market retail sales was 12.36 billion yuan, accounting for 45.9%, with a year-on-year growth of 23.6%; the retail sales volume of 911000 units, accounting for 71.8%, increased by 42. &; the retail sales of offline market were 1.46 billion yuan, accounting for 54.1%, with a year-on-year decrease of 14.8%, and the retail sales volume was 35.7%, accounting for 28.2%, with a year-on-year decrease of 27.8%. It is not difficult to see that the online market is a sales assistant, while the offline market has shrunk.

  Of course, the change of market structure has a certain relationship with the market environment. During 618, the epidemic prevention and control form has just shown signs of improvement. Many consumers are not used to shopping outside and prefer to choose more worry free online shopping, which leads to the passenger flow and transaction volume of offline stores not very satisfactory. In addition, due to the different marketing strategies, there are also two lines. In the online market, manufacturers prefer to use price reduction and discount to attract consumers, while in the offline market, high-end water purifier products with store advantages are more attractive. Nowadays, the average price of water purifier in the online market is in the overall price range, while the average price of high-end products has risen from the next listing, and has begun to layout to the high-end market.

  In terms of product structure, there are also different trends. In the online market, 600g products have become the main competitive flux, while in the offline market, manufacturers and retailers are promoting the high-throughput upgrading of water purifier products, and the sales volume of 400g, 600g and 800g products have increased to varying degrees. From the list of best-selling products, most of the main models of the top brands are selling well, and the models appearing in the live delivery have also achieved quite good results. It is predicted that the direct seeding with goods will become a powerful marketing method in the water purifier market in the future.

  According to the analysis of 618 water purifier market, some industry experts pointed out that after the impact of the epidemic, 618 has indeed brought some vitality to the water purifier market, but from the specific market performance, it has not reached the real consumption level of the market, and the market growth rate has not fully recovered. However, in this 618, we can also see that the water purifier market is entering the stage of large volume upgrading, and the live delivery with goods can achieve unexpected marketing effect, which can be used as a reference for future market development. For the water purifier industry, how to continue to tap the market potential will be the subject to be faced in the second half of the year.