Godrej, Haier launch innovative consumer durable products online


Do you want to purchase a refrigerator that can play music or a pocket washing machine that can wash stains instantly or an odd sized LED television? Well, you can benefit from the e-commerce websites for a variety of dominant consumer durable product manufacturers are launching their innovative products for the online shoppers exclusively. They are not only reducing the sales channel conflict but also ramping up their dull sales figures. Earlier, the online differentiation was restricted only to color, model names and design.

The consumer durable product manufacturers such as Godrej Appliances, Voltas, Haier, Videocon, and Whirlpool seem to have increased their online sales by 50 percent till Diwali. This sales accounts to 5 percent of the overall industry sales and this points out that the e-commerce can be a huge sales channel for the televisions and white goods.

Until earlier this year, the white goods manufacturers were struggling with the e-commerce companies to stop their rampant discounts. Later, they signed business deals in order to supply exclusive models to the online shoppers. Now, the firms have come up with product innovation that will create a wide gap between the trade happening offline and online. However, the major source of revenue for these consumer durable product companies is via the brick and mortar stores.

For example, Godrej has produced a music player integrated refrigerator lineup and washing machines of varying capacities exclusively for the online shoppers. Also, Haier has launched an online product category of pocket washing machines that remove stains of food, oil, wine or dirt instantly. Haier has tied up with Snapdeal for the sale of this compact washing machine.

As per the industry executives, the Korean dominators Samsung and LG have not adopted this innovative product strategy for their television and appliances business. Videocon being the third largest player in the category has decided to make separate products for the online shopping platforms.




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