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In recent years, both online and offline home appliance retail platforms have explored and practiced future retail changes. Since the launch of the new retail, related concepts such as smart retail, unbounded retail, and shared retail have been proposed. The introduction of these concepts also announced that the future of retail will usher in major changes. Of course, this change will also drive the development of the future retail market. Through the development of these years, what changes have been brought to the retail market, then how traditional home appliance manufacturers embrace new retail.

The “new retail” concept has brought about two changes to the retail market in the three years since its inception:

First, online and offline integration is closer, and channel changes are deeper. On the one hand, due to the increase in online customer acquisition costs, the growth rate of active users has slowed down. On the other hand, the traditional offline supply chain system needs to be upgraded with Internet technology to improve efficiency. From this big market trend, e-commerce giants began to deploy new models of traditional sales and explore new formats in order to promote online and offline integration. Commercial Supermarkets such as Intime Department Store, RT-Mart, Carrefour and others have been acquired and acquired. Of course, these retail giants will promote online retail in-line and offline retail integration lines, whether they are acquisitions, shares or new formats. To achieve omni-channel retail.

The second is the technology-driven industry changes in the industry and the improvement in efficiency. The development of mobile Internet, big data, artificial intelligence and the Internet of Things has provided technical support for the intelligent transformation of the retail industry. Driven by new technologies, it has brought about new formats, such as box horse fresh, no convenience stores. These new formats have the same characteristics. First, they are built on intelligent and collaborative basic hardware facilities. Based on the mobile Internet, they rely on artificial intelligence and advanced data technology to deepen the online, offline and modern supply chains. Convergence, refactoring people, goods, and fields, bringing new experiences to users while improving industry efficiency. In the future, there will be more new retail technologies, including unmanned technology, data portrait technology, and data analysis technology, which will continue to promote the intelligent upgrading of traditional department stores and home appliance chains.

In the face of the changes brought by the above new retail, how do traditional home appliance manufacturers embrace it? The author proposes the following aspects:

First, in the new retail era, the production of home appliances needs to be reconstructed. In the first few decades of reform and opening up, the national economy developed rapidly, consumption power was improved, consumer desires were stimulated, and the consumer market as a whole was in a seller's market state in short supply. However, in the past 10 years, the Internet information age has begun. Consumers understand that commodity information has been broken, and purchase channels have been diversified from a single line to online. Consumer demand has become increasingly diversified and consumer demand has gradually saturated. This also directly brings about fierce competition in the industry and oversupply in the market, and the consumer market is also moving towards the oversupply of the buyer's market. In the face of changes in consumer commerce, consumer status will increase and products will change. In the past, the production of home appliances, first factory, mold, production of products, and then find channels, and then sold to customers through sales channels. In the new retail product thinking, first do consumer research, then study the pain points of consumption, understand consumer demand, make demand forecast, and finally organize production and research according to forecasts. Of course, this kind of thinking should be based on the consumption method, the effective exploration of ideas, the strengthening of consumer demand coverage and the right to speak on the production process.

The second is to enhance service and experience and meet the new needs of target consumers. Due to the different consumer entities, the current home appliance retail market basically forms a layered, niche, and personalized market. This change in market structure is different from the previous mass market, and it is clear that standardized service and experience models cannot meet the needs of customers. In addition to a single home appliance product, consumers are increasingly willing to pay for service and experience. Therefore, for home appliance retail stores, new technology tools are needed to transform and design the terminal stores. Renovation: The main purpose is to improve customer purchasing efficiency, increase interactive content, generate customer stickiness, and so on. Design: Mainly based on the consumer life scene, close to the needs of life, increase the experience and other to create a scene store. Secondly, online electric stores and offline physical stores should carry out ecological integration in terms of information flow, commodity flow and people flow.

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