The "Eleventh" Golden Week in 2017 has ended. This year, the National Day and the Mid-Autumn meet together to form an eight-day “Super Golden Weekâ€. According to the pre-holiday National Tourism Administration’s forecast, the number of tourists in the Golden Week is 710 million, even close to one-tenth of the global population. Compared to the boom in the tourism market, the home appliance market is very much deserted. Aiken's home network from all aspects of understanding of the situation, this national holiday holiday home appliance market can be described as a little rain thunder. I visited the major home appliance stores and found that a variety of posters, banners, and promotional labels can be seen everywhere, the price dropped again and again, gifts, packages and other concessions plus a plus, experience room and other arrangements are also unique, but the traffic is more than usual Even lower.
When I asked about the sales situation of a home appliance distributor in Yanjiao during the National Day holiday, his answer was very simple: "Not very good." These four words directly summarize the home appliance retail market during the Golden Week. The general manager of a mainstream brand domestic market directly said: National Day sales are not good.
From the data perspective, according to the monitoring data of the 4500-day offline monitoring network of Ovid Cloud Network, from September 27 to October 3, 2017, China’s 1-3 home appliances retail market, in addition to the purifier In addition, the scale of the full-category market has fallen by more than 10% compared with the same period of last year.
Source: Daily monitoring data under AVC Cloud
There are many reasons for the decline in the scale of the home appliance retail market during the National Day, and the factors such as the special nature of the long vacation and the two-line competition are changing the market patterns of the Jin Jiuyin and Shiyin. The person in charge of the flagship store at Suning South Avenue in Changzhou said: “The 10th anniversary of the third week of September has consumed most of the spending power in advance. At the same time, some members of the Mid-Autumn Festival have returned to their hometowns and most of them have long vacations. They basically buy home appliances in advance, or And so on double 11. "The person in charge basically summed up the factors affecting the national appliance market, the e-commerce platform continues to make festivals, the National Day Golden Week is no longer a concentrated time to buy home appliances, brand day and other promotional activities advanced overdraft the market The e-commerce giant's biggest sales promotion node for the year 11 is approaching, and many consumers are waiting for the double 11 purchase; this year's National Day plus 8 days of the Mid-Autumn Festival will undoubtedly provide people with more convenient travel conditions, 8 days long holiday Tourist visits increased by 10% compared with 2016. Behind the booming tourism market is the popularity of home appliance stores.
Although the sales of various manufacturers are not satisfactory, the home appliance market of the National Day is not lacking in the average price and product structure. During the promotion period, the average price of some categories still rose.
The increase in average price mainly comes from manufacturers' efforts to promote product upgrades and consumer attitudes. Ovi cloud network monitoring data show that: the main household electrical appliance enterprises have seen an increase in the average price range, which average price of Hisense TV rose 15.5%, Skyworth average price rose more than 20%, Haier refrigerator and washing machine average rose 13.9 and 18.9%, respectively, Little Swan washing machine average rose 12.8%, Gree air-conditioning average rose 9.4%.
Source: Daily monitoring data under AVC Cloud
With the improvement of the material living standards, consumers are increasingly demanding quality, and they are increasingly concerned about the high-end, intelligence, comfort, and health of home appliances. Taking Nanjing Suning as the largest single-big-single spot, quality consumption has improved significantly. During the holiday season, a total of 230,000 home appliance packages have appeared, while million-yuan computers, 70,000 yuan TV sets and over 100,000 yuan of home appliance packages are also frequent. billing. According to Suning's back-end data, the proportion of mid- to high-end products continues to increase, and the average price of some categories of appliances is expected to exceed 6,000 yuan.
Beijing Suning Cloud Traders announced this year's National Day Golden Week sales data report: As of 12:00 noon on October 7th, Beijing's online and offline sales have fully completed the sales target, and the average unit price of home appliances reached a new high of 3C, up 20% year-on-year. In particular, the high-end, single-frequency cloud stores represented by Suning Tesco Ciyun Temple, Lenovo Bridge, Sijiqing, and Liujiayao have significantly improved their quality consumption trends.
The person in charge of the Changzhou Suning South Street flagship store pointed out: “During the National Day, the large-size TVs in the living room are selling well. The 65-75-inch TVs have entered the popularization stage. The proportion of refrigerator doors and cross-to-doors increases, and the washing machine dries up and enters the mainstream. With the arrival of the autumn home improvement season, home central air-conditioning and new air systems have increased significantly and become the new darling of consumer home improvement.â€
According to Aowei monitoring data, the retail penetration rate of smart and UHD color TV during the National Day period was as high as 98% and 92% respectively, the penetration rate of curved TV reached 16%, and the retail penetration rate of air-cooled refrigerators was as high as 97%, while the frequency conversion and smart refrigerators The penetration rate also reached 84% and 24% respectively, while the retail sales of 601-700L large volume refrigerators also accounted for 21%; the retail sales of drum washing machines accounted for nearly 78%, of which washing and drying continued the momentum of rapid development, retail The share accounted for nearly 32%, 8.1KG + large-capacity washing machine retail accounted for as high as 56%, smart washing machine accounted for 51%; inverter air conditioner continued to penetrate, retail sales accounted for nearly 87%, smart air conditioner accounted for more than 50%.
After the National Day, the Double Eleven came along. At the same time as the national appliance market fell, more manufacturers had greater expectations for the Double Eleven. The general manager of the domestic market of a major air-conditioning brand clearly stated: Qualifying.†“Double eleven will inevitably be a tough fight. When the product structure is upgraded and users demand thousands of people, how will this year’s double 11-pronged game be? How will the outcome be? How will the market change quickly? Will be announced one by one.
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