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Ms. Lu's consideration reflects the general psychology of consumers. When buying home appliances online, there is a strong discount, and when buying them in physical stores, one can more intuitively value their appearance, size, and other factors. When the price difference is not large, people tend to combine online and offline purchases of household appliances.

With the deepening fragmentation of channels in the home appliance industry, online and offline channels have once again returned to the stage of integrated development. According to the observation of import and export data, in this stage, traditional e-commerce feeds back physical stores, and sinking channels concentrate the experience advantages of physical stores and the efficiency advantages of e-commerce channels, becoming a carrier for the integration of online and offline development. From the development process of the sinking channel itself, it has experienced rapid expansion and adjustment of scale, with a relatively stable and mature pattern. The channel has also gradually strengthened its refined operation and management of stores to adapt to the new development stage after the scale dividend gradually disappears.

The sinking market has maintained good demand resilience, but the pace of shipment has significantly advanced. From the perspective of scale growth, despite three years of development, compared to traditional e-commerce channels, the sinking market still shows strong growth resilience. According to import and export data, in the first four months, the retail sales of the large power industry in traditional online channels increased by 4.9% year-on-year, while the retail sales in the sinking market increased by 34.8% year-on-year, indicating a relatively large gap in growth rate. But at the same time, there have been significant changes in the pace of shipments in the sinking market. Import and export data shows that the February shipment index reached 189, which indirectly reflects the industry's scale pressure and the importance attached to the sinking market. Air conditioning Clothes dryer keeps rising, and ice washing cold has entered the normal development stage. Import and export data shows that in the first four months, the retail sales of large household appliances in the sinking market increased by 34.8%, but in terms of industries, there is a certain degree of development differentiation between categories. Among them, the Clothes dryer category is still in the development stage in the sinking market, and the sinking market of Clothes dryer shows an ultra-high growth rate under the low base; The air conditioning industry is relatively mature, but there is still room for its penetration rate in the sinking market, and a strong demand foundation has become the core driving factor for the high growth of air conditioning sinking; The ice washing and cooling industry has entered a highly mature period, with both user and channel sides showing a saturated development trend. In 2023, it will enter a new stage of normalized development.

The invisible threshold still exists, and brand concentration continues to rise. According to analysts from Ovi Cloud Network, from the perspective of the development characteristics of the sinking market, although e-commerce platforms continue to empower channels and maximize efficiency, there is still a hidden threshold for brands entering the sinking market. According to import and export data, compared horizontally with various channels, the brand concentration in the sinking market ranks at the highest level. However, in terms of long-term tracking, the brand concentration in the sinking market itself has also been increasing year by year. This also means that the brand cooperation structure of the sinking channel is relatively single, and there is still room for optimization compared to the diversified needs of users in the sinking market.