From 13 years ago, U-Home took the lead in laying out the smart home of the Internet of Things, to leading the formulation of international and national standards for smart home series, and now to the continuous iterative innovation led by complete sets and customization, Haier, as the industry leader of the world's home appliances, has the handle and market authority to lead the change in every wave of major industrial changes, whether it is the smart home that dominates the Internet era or defines the smart home in the Internet of Things era.
On May 24, at the launching ceremony of Haier Household Appliances Festival, Li, vice president of Haier Group, said in an interview with media such as the household appliances circle that "the way of attracting users by constantly breaking through the cost-effective advantage of' floor price' through intelligent links cannot bring the ultimate intelligent experience. What Haier needs to do is to break the "ceiling" of smart life. At present, based on the advantages of the traditional era, the leading capabilities of smart homes and Internet of Things platforms, and the world's leading smart home layout, Haier smart homes will quickly move towards thousands of households and bring a beautiful smart life experience. "
Smart families set things right and pierce the "ceiling" of the market.
Over the past year or so, under the prosperity of the smart home industry, it is difficult to hide the market chaos with inconsistent standards, uneven quality and low entry barriers. Some internet companies have developed software terminals, integrated some brands of household appliances hardware, started to speculate on concepts, told stories to the market, and lacked effective docking between product systematic innovation and users' differentiated needs; At the same time, some small enterprises outside the third and fourth lines follow the market with the brutal competition of "low price and low quality" by the wind of "internet plus", which further aggravates the "small, scattered, chaotic and poor" state of the smart home industry.
The Haier Guo Chao Household Appliances Festival, which was detonated in advance, undoubtedly opened a window for the market and let the outside world see what kind of smart life and smart home solutions the world needs most. Why Haier can stand in the whirlpool center of smart home to define competition standards and lead the consumption trend.
"Eight series of explosive home appliances, four smart scene suits and high-end complete sets of casarte' conductor' suits not only bring users the most advanced intelligent hardware, but also build a complete solution of Haier smart home" 5+7+N "full scene customization based on hardware, build a smart home service platform for a better life, and present a brand-new smart lifestyle that users can experience and buy. Although users only buy Haier's smart hardware once, Li said that in the end, this will give users an unlimited experience in Haier's smart home.
The home appliance circle has learned that as the first batch of achievements of Haier's smart family, the three major differences of "complete set, customization and iteration" hidden behind "5+7+N" have become the core competitiveness of leading industries that rivals cannot copy and imitate. Among them, 5 refers to five living spaces, including smart living room, smart kitchen, smart bedroom, smart bathroom and smart balcony, 7 refers to seven house solutions such as whole house air, whole house water and whole house security, and n refers to user customization.
This time, Haier chose to endorse the new national tide with smart families, which is in line with the current trend of quality, intelligence and systematization of home appliances, and also allows users to feel most intuitively how China's home appliance giants compete with Apple, Samsung, Google, Amazon and other foreign-funded enterprises on the global battlefield with world-class core competitiveness: starting from April this year, they opened smart home experience stores in Pakistan and the United Kingdom, respectively, and entered overseas markets in an all-round way; In May, the "Guo Chao Smart Home Appliances Festival" was specially launched, which pushed the 5+7+N full-scene solution to thousands of households. From the perspective of global smart home industry development, Haier is piercing the "ceiling" of industrial development, replacing the past product thinking with brand-new user thinking, creating an ecological brand in the Internet of Things era with smart families, breaking the stereotype of development model and achieving a global breakthrough.
At present, the global camp of Haier Smart Home consists of seven global brand matrixes, including the "North America Edition" smart kitchen set of American GE appliances, the social kitchen set of New Zealand Fisher & Paykel users, and the casarte command set. With leading product sets and services, it provides differentiated solutions for users around the world and provides a "standard yardstick" for the development of the global smart home market. The data shows that Haier's "5+7+N" smart home sales have exceeded100000 sets.
User thinking leads change and opens the "Ren Dulai" of smart life.
The newly released White Paper on Household Appliances Trends shows that the trend of nested schemes is rising rapidly under the background of parallel market classification and focus. Among them, the classification of home appliance usage scenarios is the most obvious. Based on the age difference of users, there are different groups such as mother and baby, young people and silver hair. Based on the differences of different scenes, there are different scene schemes such as living room, bedroom, kitchen and office.
Driven by the power of consumption change, a large number of "smart homes" have appeared in the market in the past year or so. The so-called hardware connection is the gimmick, but the harvest is "pseudo-intelligence is really low price". Especially in the absence of reliable quality and good performance guarantee, the so-called smart home is obviously a farce.
Li bluntly said, "Haier Smart Family pursues the ultimate experience for users through wisdom. In this process, the user experience is always the first. Among them, high-performance hardware is the premise, and it must not be a bargain of' floor price'. For example, some washing machines can surf the internet, but they can't wash clothes. This kind of intelligence is definitely not what users need; At the same time, connection is only a means, and it is definitely not the dominant of smart home. Controlling TV and refrigerator with mobile phone is a connection. What users need is never a connection, but a smarter life experience after connection, and all appliances in the home can respond actively; Finally, there must be systems and capabilities, design capabilities for different family scenes, logistics and distribution capabilities for unified delivery, and service capabilities for on-site construction and installation. Let users feel smart home and single product intelligence. The connection intelligence is different. "
Behind a series of leading advantages of Haier, from single product intelligence and whole system intelligence to platform and service capability, it is the layout and investment of enterprise 10 for more than 0 years: in 20 14, the world's first U+ smart living platform was released, in 20 16, seven ecological products such as air, water and food broke out, and in 20/kloc, 20 19, new smart home fashion products are sold all over the world, and through the brand-new Haier Zhijia experience store, we are committed to smart homes entering users' homes and changing their lifestyles.
Why is Haier Smart Home able to solve the problem of slow landing and difficult landing under the situation of "few categories, patchwork products and fragmented scenes" in the smart home market? In the home appliance circle, the key is that Haier has formed a distinct and intuitive differentiated competitiveness with the traditional home appliance industry and the Internet industry.
Compared with the traditional home appliance enterprises moving to smart home, Haier's home appliance products are complete and complete, and the leading role of scientific and technological innovation has achieved leadership from four perspectives: patent quality, international standards, international design awards and national scientific and technological progress awards. There is also the earliest layout of smart homes, achieving comprehensive construction from standards and systems to platforms and capabilities, and independently developing the U+ platform, thus leading in scene iteration and ecological resource integration.
Even compared with global Internet companies such as Apple, Google and Amazon. Haier has outstanding advantages: First, all intelligent hardware is independently researched and developed, leading the world in technology and performance, and has the largest user group in the world; Second, the marketing and service network spread all over the world, realizing the vertical and horizontal linkage from one domestic fulcrum to N overseas fulcrums; Third, Haier smart home is the only one that can realize multi-brand and multi-category cross-border access; The fourth is a customizable and iterative smart life scene, which is closer to users and establishes the only smart family ecology in the world.
"It can be said that from the leader of the world home appliance industry to the leader of the smart home industry, Haier has opened up the second line of defense for the sustainable development of the industry through the transformation of business philosophy from product thinking to user thinking. On the one hand, it subverts the traditional top-down product management system in the industry and establishes a bottom-up user-driven system; Second, from product planning and management mode to supply chain, intelligent manufacturing, as well as marketing system, logistics distribution and services, they are all recycled. " Li frankly said that in the smart home industry competition, Haier only explored the change of user thinking for more than 10 years, because Haier believes that there is no shortcut to creating user experience, and it must be done in a down-to-earth manner.
History is always advancing in waves and spiraling upward. Just like Ford created the car and Jobs created the smart phone, today Haier created the smart home, not satisfied with creating subversive smart goods, but also maximizing new demands and guiding the public to live in a new way. From this perspective, it is speculated that the detonated Haier smart home market will inevitably open up the incremental space of home appliance economy and create new consumption trends on a global scale.