With the gradual deepening of the "Internet +" concept, many home appliance companies carry the Internet "swim" to achieve a product structure upgrade. "Internet +" and the continuous updating of science and technology, the smart home system based on the Internet of Things is ready. However, due to technical limitations at the current stage, the intelligentization of home appliances single product has become one of the major force points for most home appliance companies.
“Under the promotion of the Internet of Things, intelligence is the development trend of the traditional home appliance industry that has basically formed a consensus in the industry. Everyone generally believes that intelligence is first and foremost a technological change, and this wave of change will surely bring about tremendous Development of space and business prospects.†said Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association.
White smart is imperative for home appliance giant Haier "smart road" frustrated
According to the forecast of Ovid Consulting, by 2020, the total output value of smart appliances will exceed one trillion yuan. From 2015 to 2020, smart washing machines, air conditioners and refrigerators will explode, and the market penetration will increase from 15% to 45% respectively. %, 10% increase to 55%, 6% increase to 38%. According to Ove's total data, in 2016, the penetration rate of domestic smart refrigerators was 6.3%, and the penetration rate of smart washing machines was 12.2%. While the penetration rate of smart air conditioners reached 16.1% in 2016, it is expected that by 2017, the conservative air conditioners will achieve more than 25%.
It is not difficult to see from the data that the home appliance industry represented by white electricity is advancing in the intelligent development road. Looking at the current home appliance market, many domestic excellent home appliance brands hold high the intelligent “flags†one after another. In the process of actively promoting supply-side reforms, they are striving to transform into innovations, among which Haier, an old-brand traditional household electrical appliance company with 100 billion yuan Leaving aside "arms" to play smart.
According to the forecast of 2016 smart air-conditioner market analysis and industry development released by the National Information Center, in the cold year of 2016, Haier intelligent air-conditioning accounted for more than 60% of the domestic smart air-conditioning market. Haier’s share of the smart air-conditioning market is more than double that of two or three. This shows that Haier’s efforts in the area of ​​product intelligence in recent years have been very strong. However, the intelligent transformation is difficult to see. Haier has actively innovated on the road to intelligent transformation, but it still failed to meet market pressure and lost ground.
According to statistics, in 2015, Haier’s large electric appliances produced 45.5 million units, sold 55.17 million units, and inventories amounted to 4.77 million units. The production volume decreased by 1.57% from the previous year, and sales volume decreased by 0.75% from last year. Inventory volume increased by 1.32 from last year. %. Although FY 2015 maintained its position in the refrigerator and washing machine market, its market share was declining. From 29.91% and 29.88% in 2012 to 26.66% and 26.5% in the first quarter of 2015, respectively.
From the data, it can be seen that Haier’s intelligent transformation has been unfavorable in the recent years, and both refrigerators and washing machines have seen a similar decline in volume. In addition, statistics show that Haier's branded retail sales of smart products from 2015 to 2016 decreased from 1% in January to less than 0.3%. It can be seen that Haier, the home appliance company, has encountered severe challenges in its intelligent transformation.
White smart technology needs to improve Haier smart products more than practical?
Compared with the high popularity of the intelligent color TV industry, the intelligent development of the white power industry is far from enough. Zuo Yanyao, general manager of Zhongkang Brand Center, once stated that unlike smart TVs and smart audio systems, although smart devices are developing rapidly as well, intelligent technologies for refrigerators and washing machines need to be improved, especially when it comes to providing services to users. The vertical integration ability of the partners is not an easy one, so the experience on the user side is much less.
It is worth mentioning that despite Haier's bold transformation in the road of intelligent transformation and the realization of product upgrades, there are still many problems in the actual market experience. We can see from the market response of Haier's market share. Clues.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, once emphasized that all home appliance companies are rushing to launch smart home appliances. However, from the current market feedback, consumers’ buying enthusiasm is not rising. The key issue is that intelligence is not a product. One WIFI, block screen, installation of a camera just fine, our appliances intelligent has not yet formed the necessity of consumer purchase, many smart applications seem to icing on the cake but caused confusion, but prices have soared, The intelligentization of home appliances and consumers, and home appliance companies are not beneficial.
What can be seen is that the market performance of Haier's volume decline is related to the lack of grasping of smart products in the "people-oriented" concept. At the same time, after Haier’s products were put on smart clothes, they did not say that prices had risen sharply. From the perspective of the practicality of their products, consumers would be discouraged and lose their markets. Below, we analyze the three sub-sectors of smart refrigerators, smart washing machines, and smart air conditioners.
From the perspective of smart refrigerator
As the basis for the subsequent development of the mass of things, intelligent refrigerators are the core of smart appliances. With the screens currently deployed on many smart refrigerators, refrigerators can be connected in series with other home appliances and become intelligent nodes or intelligent headquarters switches in homes.
At present, smart refrigerator products on the market are more capable of timely understanding and reminding of the lack of food in the refrigerator so as to timely supplement the demand. At the same time, it is also able to understand the shelf life of food and automatically identify the food, on the one hand to protect the health of family members, and on the other hand to reduce food waste. Insiders pointed out that, in fact, the most important smart home appliances is still practical, such as refrigerators, its most essential feature is the preservation of food, can be more from food preservation, quality assurance start.
In addition to precise temperature control and visualized sterilization and freshness control functions, family nutrition dietary management and online purchase of ingredients will become the core functions of intelligent refrigerators. These functions will introduce external expertise resources such as nutrition and medicine, as well as specialized services such as food supply and logistics distribution. The concept of refrigerators will be changed from home appliances that have been refrigerated and refrigerated, to home appliances that will provide nutritious meals and food ingredients to Internet terminals. .
However, Haier smart refrigerator products focus more on the large screen display embedded in the refrigerator to teach consumers how to cook. Haier refrigerator kitchen as the representative, which equipped with a human sensor module, the first to integrate TFT screen, speakers and other functions into the design, users can "conversation" with the refrigerator, ask the weather, ask recipes.
It must be mentioned that with such an "intelligent" design, the user can query the recipes through the mobile phone APP and obtain an analysis. Obviously, Haier smart refrigerators have some deviations in intelligent understanding of products, and this function is similar to tasteless and practicality is not strong.
From the point of view of smart washing machine
Insiders pointed out that smart home appliances need some intelligent functions in addition to what they commonly think of as WiFi. Take the washing machine product as an example. In the industry, it is generally considered that only the WiFi function is added to a conventional washing machine, and it cannot be defined as a smart product. It should also have intelligent functions such as sensing technology and intelligent placement.
The so-called perception technology and smart delivery refer to the ability to automatically place and control the amount of water according to the weight and cleanliness of the clothes. This type of product can be put into the washing machine to store the liquid in advance. Intelligent laundry detergent can be added during the washing process. In this way, the user does not need to add liquid detergent every time when washing, which saves a lot of trouble.
Although Haier smart washing machines have intelligent functions such as sensing technology and smart placement, they only stay on the gimmick of publicity. Consumers have reflected that Haier's smart washing machines are extremely poor in their ability to recognize the cleanliness and weight of their clothes, and the delivery of liquid laundry and the amount of washing water are always at one point. As a result, Haier washing machine is not effective in intelligence, it is difficult to meet the intelligent washing machine standards, and this will greatly affect consumer product choices.
From the perspective of smart air conditioning
The focus of smart air conditioners on the market is to automatically adjust the temperature according to the room temperature, dry humidity, etc., and automatically turn on the functions of purification and humidification to achieve the most comfortable environment for the human body. It is the so-called air-conditioning environment perception and the realization of interactive applications.
However, Haier’s smart air conditioners are connected through WIFI and can open air conditioners in the home ahead of time. Taking Haier SKFR-72LW/11WDA22A cabinet-type 3-inverter frequency conversion heating/heating auxiliary air-conditioning as an example, it has an intelligent remote control function, and even if it is not at home, mobile terminals such as mobile phones and Pads can be used to achieve automatic switchover, temperature adjustment, and air conditioning. Intelligent optimization and so on.
It can be seen that the intelligent remote control function is not able to solve the problem of consumers' pain points to a certain extent. What's more, the current cooling effect of air conditioners is very fast, and these functions are not needed, and they also consume electricity. Experts in the industry have suggested that, in addition to the user experience, the white power companies should not ignore the energy conservation during the implementation of the intelligentization process. Because of different product attributes, white power products are often the major power consumers in the home appliance industry. It can be seen that Haier smart air conditioners still have shortcomings in energy conservation.
Liu Buchen, an observer of home appliances, pointed out that whether black or white power is used, tearing off the “pseudo-smart†label of smart appliances requires two major steps. The first step is to really get through the interconnection and interoperability between the platforms and products; the second step is to sense the needs of users and achieve what they want. Therefore, the author believes that smart products that truly meet the needs of users can be recognized in the market. Even if the publicity gimmicks are powerful again, there is a good bag and it is not practical. What is the use? Isn't it home furnishings?
Haier's product quality explosion scandals have become increasingly intelligent and transform.
When it comes to the Haier brand, in fact, many companies have treated it as a “model personâ€, mainly because of their excellent quality. Since its establishment in 1984, Haier has been the first white brand in the world from insolvency, relying mainly on the quality of its products is hard enough. From the very beginning of the "Zhang Ruimin ç ¸ refrigerator" incident, Haier entered the brand strategy stage: "quality" to win, and won the first national quality gold medal in China's refrigerator industry. Since then, the Haier brand has strengthened the "quality and quality" protective door in the eyes of consumers.
However, in recent years, the quality scandal of Haier has continued to burst. Correspondingly, the so-called “gold medal†aftermarket has also become a pretext for evasion. Knowing that there are netizens broke the news, "the first day of purchase found Haier refrigerator quality problems, three times have not been repaired, I asked for a return, Haier's after-sales is a variety of disagreement ..." At the same time, the netizen also issued a "Haier's Product quality and after-sales service are really worrying, and will no longer choose this brand." It must be mentioned that Haier has been vigorously promoting the transformation in recent years. At the same time when the manufacturing industry is being stripped, the service transformation has not yet been completed. It has lost its quality advantage and has not ushered in the transformation of services.
Since 2009, Haier has quietly pursued a transformation from a manufacturing type to a marketing and service-oriented enterprise. Today, Haier once again caters to the “intelligent†transition of the Internet wave. Haier, which is far from being a center of gravity, has never stopped its advancement. However, it has crossed the important link of consumers, neglecting product quality and after-sales service. The lagging behind makes Haier's reputation crisis "deepen" deeper and deeper, making it harder to extricate itself, and at the same time it will invest more in after-sales services. Haier’s product quality has been constantly questioned by the outside world, and due to problems in product quality, after-sales pressures have increased, and quality loopholes have been filled by after-sales services.
The quality issue has also become an important factor in Haier’s poor market performance in recent years. Haier seems to be “putting the cart before the horse†in the path of intelligent transformation. Despite the continuous expansion of the intelligent military map, the people’s heart is clearly far worse than “Zhang Ruiminâ€. "The refrigerator" has been firmly established, and this will also be one of Haier's most important problems in thinking and thinking.
Written in the final: Although the home appliance giants have devoted their lives to the intelligent road, at this stage, the degree of home appliance intelligence is far less than what people expect. As Xu Dongsheng, the general secretary of the China Household Electrical Appliances Association, has stated that products for smart home appliances and smart living concepts are emerging in an endless stream, the development model and development direction of smart homes are very vague and have been in the exploratory stage for many years.
Haier as the representative of home appliance companies in the future of intelligent transformation of the road, if blindly seeking the so-called product "intelligent" function, launched smart tasteless products, then in the market competition will gradually reduce consumer trust, but also for many years The accumulated brand image has been exhausted. Standing on the Internet, if the wind is big enough, pigs can fly. But once the wind is not enough or the way of flying is wrong, the pig will fall from the sky, and the consequences can be imagined, especially for the development of home appliance companies.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
“Under the promotion of the Internet of Things, intelligence is the development trend of the traditional home appliance industry that has basically formed a consensus in the industry. Everyone generally believes that intelligence is first and foremost a technological change, and this wave of change will surely bring about tremendous Development of space and business prospects.†said Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association.
According to the forecast of Ovid Consulting, by 2020, the total output value of smart appliances will exceed one trillion yuan. From 2015 to 2020, smart washing machines, air conditioners and refrigerators will explode, and the market penetration will increase from 15% to 45% respectively. %, 10% increase to 55%, 6% increase to 38%. According to Ove's total data, in 2016, the penetration rate of domestic smart refrigerators was 6.3%, and the penetration rate of smart washing machines was 12.2%. While the penetration rate of smart air conditioners reached 16.1% in 2016, it is expected that by 2017, the conservative air conditioners will achieve more than 25%.
It is not difficult to see from the data that the home appliance industry represented by white electricity is advancing in the intelligent development road. Looking at the current home appliance market, many domestic excellent home appliance brands hold high the intelligent “flags†one after another. In the process of actively promoting supply-side reforms, they are striving to transform into innovations, among which Haier, an old-brand traditional household electrical appliance company with 100 billion yuan Leaving aside "arms" to play smart.
According to the forecast of 2016 smart air-conditioner market analysis and industry development released by the National Information Center, in the cold year of 2016, Haier intelligent air-conditioning accounted for more than 60% of the domestic smart air-conditioning market. Haier’s share of the smart air-conditioning market is more than double that of two or three. This shows that Haier’s efforts in the area of ​​product intelligence in recent years have been very strong. However, the intelligent transformation is difficult to see. Haier has actively innovated on the road to intelligent transformation, but it still failed to meet market pressure and lost ground.
According to statistics, in 2015, Haier’s large electric appliances produced 45.5 million units, sold 55.17 million units, and inventories amounted to 4.77 million units. The production volume decreased by 1.57% from the previous year, and sales volume decreased by 0.75% from last year. Inventory volume increased by 1.32 from last year. %. Although FY 2015 maintained its position in the refrigerator and washing machine market, its market share was declining. From 29.91% and 29.88% in 2012 to 26.66% and 26.5% in the first quarter of 2015, respectively.
From the data, it can be seen that Haier’s intelligent transformation has been unfavorable in the recent years, and both refrigerators and washing machines have seen a similar decline in volume. In addition, statistics show that Haier's branded retail sales of smart products from 2015 to 2016 decreased from 1% in January to less than 0.3%. It can be seen that Haier, the home appliance company, has encountered severe challenges in its intelligent transformation.
White smart technology needs to improve Haier smart products more than practical?
Compared with the high popularity of the intelligent color TV industry, the intelligent development of the white power industry is far from enough. Zuo Yanyao, general manager of Zhongkang Brand Center, once stated that unlike smart TVs and smart audio systems, although smart devices are developing rapidly as well, intelligent technologies for refrigerators and washing machines need to be improved, especially when it comes to providing services to users. The vertical integration ability of the partners is not an easy one, so the experience on the user side is much less.
It is worth mentioning that despite Haier's bold transformation in the road of intelligent transformation and the realization of product upgrades, there are still many problems in the actual market experience. We can see from the market response of Haier's market share. Clues.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, once emphasized that all home appliance companies are rushing to launch smart home appliances. However, from the current market feedback, consumers’ buying enthusiasm is not rising. The key issue is that intelligence is not a product. One WIFI, block screen, installation of a camera just fine, our appliances intelligent has not yet formed the necessity of consumer purchase, many smart applications seem to icing on the cake but caused confusion, but prices have soared, The intelligentization of home appliances and consumers, and home appliance companies are not beneficial.
What can be seen is that the market performance of Haier's volume decline is related to the lack of grasping of smart products in the "people-oriented" concept. At the same time, after Haier’s products were put on smart clothes, they did not say that prices had risen sharply. From the perspective of the practicality of their products, consumers would be discouraged and lose their markets. Below, we analyze the three sub-sectors of smart refrigerators, smart washing machines, and smart air conditioners.
From the perspective of smart refrigerator
As the basis for the subsequent development of the mass of things, intelligent refrigerators are the core of smart appliances. With the screens currently deployed on many smart refrigerators, refrigerators can be connected in series with other home appliances and become intelligent nodes or intelligent headquarters switches in homes.
At present, smart refrigerator products on the market are more capable of timely understanding and reminding of the lack of food in the refrigerator so as to timely supplement the demand. At the same time, it is also able to understand the shelf life of food and automatically identify the food, on the one hand to protect the health of family members, and on the other hand to reduce food waste. Insiders pointed out that, in fact, the most important smart home appliances is still practical, such as refrigerators, its most essential feature is the preservation of food, can be more from food preservation, quality assurance start.
In addition to precise temperature control and visualized sterilization and freshness control functions, family nutrition dietary management and online purchase of ingredients will become the core functions of intelligent refrigerators. These functions will introduce external expertise resources such as nutrition and medicine, as well as specialized services such as food supply and logistics distribution. The concept of refrigerators will be changed from home appliances that have been refrigerated and refrigerated, to home appliances that will provide nutritious meals and food ingredients to Internet terminals. .
However, Haier smart refrigerator products focus more on the large screen display embedded in the refrigerator to teach consumers how to cook. Haier refrigerator kitchen as the representative, which equipped with a human sensor module, the first to integrate TFT screen, speakers and other functions into the design, users can "conversation" with the refrigerator, ask the weather, ask recipes.
It must be mentioned that with such an "intelligent" design, the user can query the recipes through the mobile phone APP and obtain an analysis. Obviously, Haier smart refrigerators have some deviations in intelligent understanding of products, and this function is similar to tasteless and practicality is not strong.
From the point of view of smart washing machine
Insiders pointed out that smart home appliances need some intelligent functions in addition to what they commonly think of as WiFi. Take the washing machine product as an example. In the industry, it is generally considered that only the WiFi function is added to a conventional washing machine, and it cannot be defined as a smart product. It should also have intelligent functions such as sensing technology and intelligent placement.
The so-called perception technology and smart delivery refer to the ability to automatically place and control the amount of water according to the weight and cleanliness of the clothes. This type of product can be put into the washing machine to store the liquid in advance. Intelligent laundry detergent can be added during the washing process. In this way, the user does not need to add liquid detergent every time when washing, which saves a lot of trouble.
Although Haier smart washing machines have intelligent functions such as sensing technology and smart placement, they only stay on the gimmick of publicity. Consumers have reflected that Haier's smart washing machines are extremely poor in their ability to recognize the cleanliness and weight of their clothes, and the delivery of liquid laundry and the amount of washing water are always at one point. As a result, Haier washing machine is not effective in intelligence, it is difficult to meet the intelligent washing machine standards, and this will greatly affect consumer product choices.
From the perspective of smart air conditioning
The focus of smart air conditioners on the market is to automatically adjust the temperature according to the room temperature, dry humidity, etc., and automatically turn on the functions of purification and humidification to achieve the most comfortable environment for the human body. It is the so-called air-conditioning environment perception and the realization of interactive applications.
However, Haier’s smart air conditioners are connected through WIFI and can open air conditioners in the home ahead of time. Taking Haier SKFR-72LW/11WDA22A cabinet-type 3-inverter frequency conversion heating/heating auxiliary air-conditioning as an example, it has an intelligent remote control function, and even if it is not at home, mobile terminals such as mobile phones and Pads can be used to achieve automatic switchover, temperature adjustment, and air conditioning. Intelligent optimization and so on.
It can be seen that the intelligent remote control function is not able to solve the problem of consumers' pain points to a certain extent. What's more, the current cooling effect of air conditioners is very fast, and these functions are not needed, and they also consume electricity. Experts in the industry have suggested that, in addition to the user experience, the white power companies should not ignore the energy conservation during the implementation of the intelligentization process. Because of different product attributes, white power products are often the major power consumers in the home appliance industry. It can be seen that Haier smart air conditioners still have shortcomings in energy conservation.
Liu Buchen, an observer of home appliances, pointed out that whether black or white power is used, tearing off the “pseudo-smart†label of smart appliances requires two major steps. The first step is to really get through the interconnection and interoperability between the platforms and products; the second step is to sense the needs of users and achieve what they want. Therefore, the author believes that smart products that truly meet the needs of users can be recognized in the market. Even if the publicity gimmicks are powerful again, there is a good bag and it is not practical. What is the use? Isn't it home furnishings?
Haier's product quality explosion scandals have become increasingly intelligent and transform.
When it comes to the Haier brand, in fact, many companies have treated it as a “model personâ€, mainly because of their excellent quality. Since its establishment in 1984, Haier has been the first white brand in the world from insolvency, relying mainly on the quality of its products is hard enough. From the very beginning of the "Zhang Ruimin ç ¸ refrigerator" incident, Haier entered the brand strategy stage: "quality" to win, and won the first national quality gold medal in China's refrigerator industry. Since then, the Haier brand has strengthened the "quality and quality" protective door in the eyes of consumers.
However, in recent years, the quality scandal of Haier has continued to burst. Correspondingly, the so-called “gold medal†aftermarket has also become a pretext for evasion. Knowing that there are netizens broke the news, "the first day of purchase found Haier refrigerator quality problems, three times have not been repaired, I asked for a return, Haier's after-sales is a variety of disagreement ..." At the same time, the netizen also issued a "Haier's Product quality and after-sales service are really worrying, and will no longer choose this brand." It must be mentioned that Haier has been vigorously promoting the transformation in recent years. At the same time when the manufacturing industry is being stripped, the service transformation has not yet been completed. It has lost its quality advantage and has not ushered in the transformation of services.
Since 2009, Haier has quietly pursued a transformation from a manufacturing type to a marketing and service-oriented enterprise. Today, Haier once again caters to the “intelligent†transition of the Internet wave. Haier, which is far from being a center of gravity, has never stopped its advancement. However, it has crossed the important link of consumers, neglecting product quality and after-sales service. The lagging behind makes Haier's reputation crisis "deepen" deeper and deeper, making it harder to extricate itself, and at the same time it will invest more in after-sales services. Haier’s product quality has been constantly questioned by the outside world, and due to problems in product quality, after-sales pressures have increased, and quality loopholes have been filled by after-sales services.
The quality issue has also become an important factor in Haier’s poor market performance in recent years. Haier seems to be “putting the cart before the horse†in the path of intelligent transformation. Despite the continuous expansion of the intelligent military map, the people’s heart is clearly far worse than “Zhang Ruiminâ€. "The refrigerator" has been firmly established, and this will also be one of Haier's most important problems in thinking and thinking.
Written in the final: Although the home appliance giants have devoted their lives to the intelligent road, at this stage, the degree of home appliance intelligence is far less than what people expect. As Xu Dongsheng, the general secretary of the China Household Electrical Appliances Association, has stated that products for smart home appliances and smart living concepts are emerging in an endless stream, the development model and development direction of smart homes are very vague and have been in the exploratory stage for many years.
Haier as the representative of home appliance companies in the future of intelligent transformation of the road, if blindly seeking the so-called product "intelligent" function, launched smart tasteless products, then in the market competition will gradually reduce consumer trust, but also for many years The accumulated brand image has been exhausted. Standing on the Internet, if the wind is big enough, pigs can fly. But once the wind is not enough or the way of flying is wrong, the pig will fall from the sky, and the consequences can be imagined, especially for the development of home appliance companies.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
include DM-211(1+1 pockets)
DM-610(6+1 pockets)
DM-910(9+1 pockets)
coin deposit module
Suzhou Ribao Technology Co. Ltd. , https://www.ribaoeurope.com