In recent years, high-end and intelligent have become the only way for home appliance enterprises to transform and upgrade. In the past 2017, major brands have launched their own high-end smart products. Some people believe that a smart, humanized and intelligent family life scene is stepping into reality.
The "China Business News" reporter noted that Haier, Midea, Gree, Oaks, at the 2018 China Appliances and Consumer Electronics Expo (AWE2018) held from March 8th to 11th. TCL, Changhong and other well-known domestic appliance companies have appeared. Through the visit, it was found that compared with the previous session, the theme of the competition for exhibitors in this expo is still “smartâ€. The difference is that the level of intelligence of exhibitors has increased significantly this year.
Among them, Haier displayed “4+7+N†one-stop smart package solution around the world with “smartâ€; Midea released the “human-machine new generation†strategy to create a smart home experience without carrier; Changhong continued to deepen its intelligent strategy Landing, launched the artificial intelligence smart home solution (CHiQ Life)...
Jiang Feng, chairman of the China Household Electrical Appliances Association, said: "Intelligence is the future direction of the home appliance industry. In recent years, Chinese home appliance companies have carried out many useful explorations and gained a lot of results. They have already taken the frontier of the intelligent development of home appliances. ."
It is not difficult to find that the smart wave of the home appliance industry has intensified after entering 2017. Whether it is traditional black electricity, white electricity, or the rapid development of kitchen appliances in recent years, it has added intelligent elements to varying degrees.
The offline detection data of Aowei Cloud Network (AVC) shows that in 2017, the penetration rate of retail sales of smart TVs in China has reached 95%, and the intelligent popularity has been basically completed. The retail sales penetration rate of smart products for refrigerators, washing machines and air conditioners in China reached 18.3%, 41.9% and 31.1% respectively.
Market institutions estimate that by 2020, the smart market will exceed $400 billion. According to Yiguan data, the potential market size of smart homes in China is about 5.8 trillion yuan, and the development space is huge.
However, under the huge development space, the pain points of smart home layout of home appliance companies still exist. On the afternoon of March 8, Liang Haishan, the vice chairman of Haier Group's Board of Directors, pointed out at the China Household Appliances Development Summit Forum in 2018 that the pain point is that the current single product is not complete, and it is mainly concentrated in the field of intelligent small hardware; the second is that pseudo-intelligence is not interoperable. Can only achieve simple mobile phone control and switch control; third, the experience is not active, can not achieve personalized customization.
“Looking at the domestic appliance market, intelligence has become an irreversible trend. However, although smart home appliances have penetrated into various categories, and mainstream home appliance companies have built their own smart home system platforms, the current smart home appliances are networked. The degree is not enough.†Zhao Meimei, research director of Aowei Cloud Home Appliances Big Data Headquarters, also pointed out that the current intelligentization of China's home appliance market only realizes the connection between home appliances and the Internet. In the future, if we want to further promote the development of the smart home appliance market, Chinese home appliance companies should rethink "intelligence", what kind of experience should be brought to consumers, and truly solve the pain points of consumers.
Fortunately, in response to the above pain points, Chinese home appliance companies have offered a series of solutions. For example, during AWE2018, Haier released the industry's first “4+7+N†full-scenario customized smart package solution, which is based on four physical spaces such as kitchen and bedroom, and seven full-house solutions such as air and security. N kinds of customized wisdom and good life experience; the United States also revealed the new path of "smart family" landing, through the collaboration of people and robots, bringing new experiences such as smart life and intelligent manufacturing; Changhong continued to deepen the intelligent strategy and launch artificial intelligence CHiQ Life, based on family life scenes such as entertainment, cooking, air, water, etc., with artificial intelligence technology such as full-space voice interaction, to bring users a more comfortable and convenient life.
"If we say that smart life in the past few years is still a yearning and testing, then this year, smart life is gradually becoming a reality." Jiang Feng concluded.
High-end upgrade of product structure is the trend of the timesThroughout AWE2018, not only Haier brought high-end ice, washing, empty, wine cabinets, kitchen appliances, water heaters and other products together, but also Skyworth, Konka, Changhong, etc. to show their high-tech in OLED technology, dual HDR, AI, etc. The application of technology, more squares use innovative technology to release a variety of heavy new products, interpretation of the connotation of high-end smart kitchen appliances.
Some people believe that the Chinese home appliance market has returned to the essence of market competition. Saying goodbye to the era of low-cost competition, China's home appliance market is transforming into high-end, intelligent and energy-saving through industrial upgrading.
According to the data, the Consumer Survey Report on High-end Home Appliances shows that 79.3% of consumers have plans to purchase high-end home appliances in the past six months; the high-end home appliances and consumer electronics Red Top Awards Organizing Committee released the 2016~2017 high-end Consumer Survey Report on Household Appliances shows that 36.9% of middle- and high-income consumers are willing to accept high-end refrigerators with prices ranging from 12,000 yuan to 16,000 yuan; Suning Tesco reports that during the "11" Golden Week last year, the unit price was above 7,000 yuan. Sales of home appliances increased by over 170%. Most of these products are equipped with artificial intelligence technology, and the high-end upgrade of home appliance products is the trend of the times.
“In the face of Chinese consumers, especially middle-class consumers, Chinese companies have made a lot of efforts to carry out a lot of applied innovations on the products.†Analysis of Wu Xiaobo, a financial scholar at the China Household Appliance Development Summit Forum in 2018 “With the increase in high-net-worth individuals, the sales growth of luxury cars over 2 million yuan in China over the past three years has exceeded 50% per year. Most of these buyers are China’s so-called middle class. They are willing to be new. Pay for the function, pay for the brand, pay for the personality, pay for the value."
It is worth noting that according to Zhongyikang data, in the first two weeks of January 2018, in the refrigerator market with a price of 15,000 yuan and more than 10,000 yuan, Casa di accounted for 36.8% and 34.7% respectively. Both ranked first, leading German, Japanese and Korean brands; in the fourth week of 2018, in the product market of more than 20,000 yuan, the first was also seized by Casa Di, the market accounted for 50.71%, 10,000 In the market above the yuan, Casa Di accounted for 46.56%. This means that the Chinese home appliance legion has been on the same starting line with foreign brands in terms of high-end products and intelligence.
Zhang Chonghe, president of the China National Light Industry Association, believes that in the past two years, the supply capacity of high-end products in China's household appliances has improved significantly, the ability to innovate in science and technology has been significantly enhanced, the level of intelligence has been greatly enhanced, and the development of internationalization has been further advanced, and it is entering the trend and leading the trend. The new stage of development.
However, Zhang Chonghe also reminded that although China's home appliance industry is leading the international peers in terms of cost, quality and R&D, its advantages are obvious, but there are potential risks. "A new round of technological revolution is booming. Artificial intelligence, big data, cloud computing, and Internet of Things are widely used, which have far-reaching impact on the future development of home appliances. It poses a huge challenge. China's home appliances continue to be more difficult, and must be prepared for danger. Innovation and change, and gain a firm foothold in the world's home appliance industry with greater industrial competitiveness."
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