2024抖音电商大家电行业趋势洞察

Industry Overview - The home appliance industry has entered a slow-growth cycle, with market competition shifting from "essential demand" to "quality improvement" [3] - TikTok e-commerce has seen counter-trend growth in the home appliance sector, with high-end appliances and appliance bundles becoming new growth drivers [4] - The domestic home appliance retail market reached its peak in 2019, with 2023 market size at 8498 billion yuan, a 3.6% YoY increase [7] Market Performance - TikTok e-commerce home appliance sector achieved a 280% CAGR from 2021-2023, with 2023 YoY growth at 206% [14] - The industry's average transaction price shows an upward trend, indicating consumption upgrade [14] - 618 and Double 11 shopping festivals significantly boost industry scale, with high-end appliances showing strong performance [14] Product Trends - Air conditioners and refrigerators lead the market, with high-priced appliance bundles showing rapid growth [26] - Air conditioner online market dominates, with 618 festival driving significant sales growth [28] - Refrigerator market maintains double-digit growth in both volume and value, with 618 and Double 11 being key sales periods [36] Consumer Behavior - 31-40 age group shows highest interest in home appliances, with 41+ group demonstrating increased interest in upgrades [20] - Male consumers dominate the market, with higher interest from third-tier cities [20] - Consumers show strong preference for energy-efficient (Level 1) appliances, with 1.5HP wall-mounted units being most popular [30] Marketing Strategies - Professional vertical influencers help brands achieve efficient conversions during 618 promotions [5] - Pre-sale period's last day sees peak traffic, while first and last days of promotion period are key for GMV [5] - Brands should focus on improving pre-sales response speed and adding after-sales services to enhance brand reputation [45] Policy Impact - Central and local governments have implemented policies to stimulate appliance replacement demand [8] - Major brands like Haier, Gree, and Midea have launched significant replacement programs with subsidies up to 20% [10] Platform Support - TikTok e-commerce has upgraded services including appliance replacement and on-site installation [12] - The platform has launched various marketing activities and collaborated with major brands for promotional events [12]