Now Reading: Appliance brands sell different models online and offline to end discount war
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Appliance brands sell different models online and offline to end discount war
Appliance brands sell different models online and offline to end discount war
Consumer electronics makers like LG, Haier, Godrej and Hisense are now selling different versions of products online and in stores to resolve a decade-long conflict with offline retailers over deep e-commerce discounts.…
The Story in Brief
Consumer electronics makers like LG, Haier, Godrej and Hisense are now selling different versions of products online and in stores to resolve a decade-long conflict with offline retailers over deep e-commerce discounts. LG offers extra warranty on televisions sold in stores, while Haier gives premium refrigerator features online and different door designs offline. Hisense uses plastic lids on online washing machines and glass lids for offline models.
E-commerce now accounts for 40-45% of television sales and up to 22% for appliances like ACs, industry estimates show. Brands say the strategy reduces channel conflict, though it adds to research costs. LG's Sanjay Chitkara said both channels can co-exist with varied features or warranties.
The Indian Opinion
The lazy narrative here is that e-commerce is killing local retail. Actually, appliance brands are cleverly giving each channel its own identity, not just price differences. Online buyers get value features; offline buyers get premium finishes and longer warranties. This is market segmentation, not charity to store owners. The real test: will customers notice the difference, or will deeper discounts on older models keep the conflict simmering?
Source: retail.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
