Appliance third-party data is not necessarily authoritative

Regarding Fang Taihe and Boss Electronics, claiming to be the leader in high-end kitchen and electric industry, Fang Zhong Group, chairman and president of Maotai Group, responded at a new product launch event for Fangtai Hoods recently that Fangtai’s first position in the industry is not self-styled.

In fact, the problem of data fighting is not uncommon in the home appliance industry. Industry experts said that third-party data organizations have established unspoken rules based on the "relationship".

Fantasy boss Mao Zhongqun said: “For many years, Fang Fang has almost included the first place in the survey of all third-party authoritative brands, which proves that Fangtai’s industry status is not self-contained.” According to Lian Siqing, president of Yikang Company, a domestic third-party data organization, Last year, Fangtai’s market share in high-end kitchen appliances reached 39.9%, and its market share in the high-end range hood market has ranked first for nine consecutive years.

However, after the owner of electrical cited in the Yikang data show that the contrarian growth of 30% last year, hood 13% of retail sales and retail sales of 19.7% of the market share won the hood "double crown", so far, the boss electrical Has achieved the first year of sales of hoods in the 15th year.

Coincidentally, Hisense Electric and Skyworth Digital have previously encountered similar "defects." In the 2012 semi-annual report, Hisense quoted Zhong Yikang data that Hisense TV ranked first in the domestic market in the first half of 2012. And Skyworth Digital’s main rival, Skyworth Digital, quoted Ovid Consulting’s data that “in the 12 months between May 2011 and May 31, 2012, China Color TV Division was in the LCD TV and 3D LCD TV market in mainland China. The market share of sales volume and sales is ranked first.

Third-party data may not be the authoritative source of this household appliance industry analysts believe that there may not be two "firsts" in the same industry, or that one of the data fraud, or statistical inconsistency. “Companies have the urge to whitewash reports. The data that is publicized by third parties may not always be credible, and it may cause some misguidance to consumers and investors.”

For the issue of counterfeiting of third-party organizations that are not uncommon in the industry, industry sources say that the most important reason is that different investigation agencies have different cooperation relationships with different companies.

It is understood that China's household electrical appliance companies and third-party investigation agencies have a cooperative relationship, and each year they must pay a fee to the investigation agency. The statistical data of the survey agency will have several reference indicators, which are not the reflection of real data. They will refer to the actual sales data of the company, the size of the cooperation contract signed by the company, and the degree of close cooperation between the company and the survey agency to adjust the ranking. .