没人逛的家电大卖场，等来救兵

螺旋实验室2025-12-31

"作者丨无情编辑丨坚果封面来源丨Unsplash"中国的零售江湖，风向总在变。最近，巨头们似乎集体“掉头”，杀向线下：京东一口气开出5家京东折扣超市；美团开出首家小象超市线下店；朴朴超市和东方甄选，也纷纷开出线下首店……线上的零售巨头杀入线下，线下的老玩家也在积极破圈。根据GfK中怡康的数据，近年线上渠道对中国家电零售的贡献率已稳固在50% 以上，占据近六成江山。这个数字背后，是传统家电零售市场的...

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href=https://finance.sina.com.cn/stock/relnews/hk/2025-12-31/doc-inhetcuh3623271.shtml><strong>螺旋实验室</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>\"作者丨无情编辑丨坚果封面来源丨Unsplash\"中国的零售江湖，风向总在变。最近，巨头们似乎集体“掉头”，杀向线下：京东一口气开出5家京东折扣超市；美团开出首家小象超市线下店；朴朴超市和东方甄选，也纷纷开出线下首店……线上的零售巨头杀入线下，线下的老玩家也在积极破圈。根据GfK中怡康的数据，近年线上渠道对中国家电零售的贡献率已稳固在50% 以上，占据近六成江山。这个数字背后，是传统家电零售市场的...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/relnews/hk/2025-12-31/doc-inhetcuh3623271.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1303224171.USD","symbol_name":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) 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以上，占据近六成江山。这个数字背后，是传统家电零售市场的转向。一边是国美、苏宁等昔日霸主深陷关店潮；另一边，则是淘天、京东等新势力加速入局，重构家电行业的人、货、场逻辑。在这场线下与线上渠道的博弈中，家电品牌也在努力调整渠道策略，从依赖传统经销商，转向布局直营门店、社交电商、即时零售等多元路径。时代在变化，但线下市场始终在重复散发魅力。在零售巨头“杀入”线下的浪潮中，家电品牌和线下渠道商，又会否再次迎来新生？1家电卖场不香了近三年来，家电零售市场的增速逐步放缓，家电线下渠道更显得格外冷清。曾经人头攒动的线下卖场，如今大多门可罗雀。一些家电卖场，不仅客流量大幅减少，销售员数量也明显缩减，部分品牌专区甚至已不再配备专职导购。以国美为例，2021年，其门店规模约为4195家，但到了2024年，则仅剩163家，关店超4000家。苏宁虽然一直保持着“开店-关店-再开店”的循环，但在2021-2022年期间，其也关闭了近千家3C家居生活专业店。一些家电经销商表示，“在家电卖场几乎看不到年轻人的身影，偶尔有客户进来逛逛，也大多是光看不买。”GfK中怡康数据显示，今年“双11”期间，冰箱、洗衣机、彩电等主要大家电品类的线下全渠道零售额，普遍同比下滑50%左右。可是，跟冷清的线下卖场相比，家电线上渠道却依然火热。根据魔镜洞察数据，2025年前三季度，线上家电市场规模达6600亿元，同比增长12.5%。明明家电产品有着体验需求高、售后复杂等特点，理论上更需要线下场景的支持，为什么消费者却越来越不爱在线下买家电？首先，电商平台的崛起，已悄然改变了消费者的购物习惯，其不仅仅是提供了一个新的购物方式，还包括了物流、售后、送货上门等一系列服务支持，让采购大件家电变得更便利。另外，家电产品本就有着复杂的参数和功能设置，当消费者习惯了在电商平台、社交平台上听取意见、比价研究之后，就越来越难将“信任”轻易交给线下导购员。其次，受房地产市场深度调整的影响，大件家电的市场需求已变得日渐饱和，当市场不再大幅增长，线上与线下渠道难免“互相抢蛋糕”，价格也成了消费者最关注的一环。导购员小陈坦言，消费者问的最多的问题，正是线上和线下到底谁更便宜。通常来说，线下销售的家电价格普遍要比线上贵一点。不过，小陈认为很多品牌都分为线上、线下两条产线，即便型号相同，但不同产线出来的产品还是有区别的。而且，线下产品能看得见、摸得着，这也是线上不能比的。但对于消费者来说，相较于看不见的“差异”，他们还是更倾向直接感受到的“便宜”。过去卖场间“贴身肉搏”全靠打折，但如今线下折扣已比不过线上，传统家电卖场的打法早已失灵。最后，一成不变的线下卖场，也让消费者没有驻足“想逛”的欲望。有记者走访家电卖场，发现很多销售员对顾客态度冷淡，往往只有在被主动提问时才勉强介绍几句。可是，消费者往往很难从销售员三言两语的讲解中，建立起对产品的清晰认知，更遑论产生购买冲动。在看一看、摸一摸之后，这笔交易终究还是回到了线上。2家电企业“向上走”这些年，几乎所有主流家电品牌都毫不犹豫地选择了“向上走”。格力董事长董明珠亲自下场直播间带货，单场直播销售额破百亿元；美的、创维、TCL、老板电器等近百位企业总裁组成“最强总裁天团”，扎堆亮相京东直播间；厨电品牌华帝则接连推出多部短剧，开启将产品与剧情深度绑定的创新模式。除了营销创新之外，家电品牌也在积极推动线上、线下的融合。美的在公开信中表示，要坚定落实中国市场DTC模式转型。为了支撑这一战略变革，美的对组织架构实施扁平化调整，让基层员工可直接对接高层；逐步优化代理商、分销商及运营商体系，缩短线下与线上渠道的经营成本差。格力也对传统经销商体系开启大刀阔斧的改革，通过“董明珠健康家”进行场景化体验、智能交互等体验，推动终端门店向零售服务商转型。从数据来看，这场“线上大迁徙”的结果是显著的，线上渠道在家电零售市场的占比，已从2019年的31%提升至2025年的57%。然而，一个不能忽视的事实是，虽然线上渠道带来了销售额的增长，但近年家电巨头的利润规模，却未见显著增长。一方面，家电品牌推动DTC模式，本意是通过“去中间化”强化对终端的掌控，进一步压缩中间环节成本，提高企业的利润率。只是，当经销商的定价权被进一步压缩，它们为了争取更多厂家返点或折扣，也不得不大量囤货，陷入“压货-降价-亏损”的恶性循环。有经销商坦言，“为了返点，亏点钱也要卖。”当一家经销商开始降价，往往就会带来一系列经销商降价的连锁反应，最终变成全行业的价格战，厂家的利润也难免会遭到反噬。2025年前三季度，格力实现净利润214.61亿元，同比减少2.27%，较上年同期2.2%的净利润增速大幅回落；美的净利润增速也较前两年的高基数有所放缓，2025年前三季度，美的实现净利润378.83亿元，同比增长19.51%，第三季度有所放缓，净利润增速为8.95%。另一方面，线上线下渠道的“左右手互搏”，也带来了更复杂的管理难题。随着越来越多家电品牌强调“线上线下统一价格”，渠道冲突也难以避免。根据《财中社》报道，有家电品牌代理商表示，“一些同行已经开始反向从线上批发平台拿货，哪里便宜去哪里进货，尽可能降低成本。”这种行为加剧了经销商之间的窜货乱象，消费者也可能因此踩雷，一旦产品出现问题，售后服务往往被各方“踢皮球”，难以得到有效保障。3守住线下基本盘诚然，让经销商通过提升服务质量来留住客户，而不只是躺着来赚差价，是家电品牌推动渠道变革的初衷。但如何帮助经销商顺利转型，也成为了家电品牌的难题。美的在去年的空调冷年，推出了全品牌所有库存可退可换政策，在一定程度上降低了经销商的经营风险，让他们能够将精力集中在推广和服务。海尔智家则对专卖店渠道制定了9个规划和5个联动，瞄准实体店客流少、转化难、产品不贴合、成本高等痛点逐一给出解决方案，进一步赋能经销商。家电品牌非常清楚，不管时代怎么变，线下渠道依然是家电行业的基本盘。只是，如今觊觎线下家电市场的，早已不只是家电品牌商和渠道商。目前，京东家电专卖店在乡镇市场渗透率已达90%，集成了“以旧换新、维修保养、家电清洗”等一站式服务。此外，京东还推出了大型家居家电旗舰店京东MALL，已有26家门店。近年，天猫优品也逐步升级为家电、家装、家居融合的战略模式，并推出了线上线下同价原则、365天只换不修等特色服务。截至2025年，天猫优品在全国已有1.4万家。对于传统家电品牌而言，这也带来了一个前所未有的复杂局面，当最大的线上合作伙伴，同时成了线下最强劲的竞争对手，它们不仅拥有更丰富的业态布局，还在下沉市场拥有更高的渗透率，家电巨头又该要如何迎战？探索新业态是第一步。格力先后在北京、上海等多地开设大型“董明珠健康家”旗舰店；美的开设了美的MALL西南超体中心，通过全品类融合和沉浸式体验，打造一个集销售、体验、社交于一体的“沉浸式消费空间”，重塑线下价值，跟零售巨头正面较量。除此以外，家电品牌也跟美团、京东等即时零售平台达成合作，比如美的已有超25000家自有零售专卖店入驻美团。通过“一大一小”两种店态，大店聚焦体验，小店聚焦效率，家电品牌正在进一步完善全渠道布局，以满足消费者在不同场景下的多元需求。智能化和场景化成为了新趋势。根据中研普华数据，到2030年，预计全屋智能解决方案将贡献智能家电市场近半份额。因此，通过智能家居解决方案的展示和互动，让消费者可以亲身体验到智能家电带来的便捷与舒适，也能更好激发购买欲望。近日，宇树科技就在京东MALL开出了首家线下门店。可以看出，家电品牌和平台的探索，都指向了同一个方向：未来家电行业的竞争，不仅是流量的争夺战，更是比拼谁能更靠近消费者。在一切皆可网购的时代，我们为什么还需要一家实体店？或许不在于它还能“卖”多少东西，而在于它能“创造”多少线上无法替代的价值。真正的线上线下全渠道融合，不是简单地在两个世界同时存在，而是无论消费者从哪个入口而来，都能获得一致且无缝的消费体验。只是，这条路并没有捷径，要以用户为中心，长期深耕，才能在家电零售变革中赢得未来。\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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