From the sale of products to the sale of standards, from the internationalization of products to the internationalization of research and development, from the competition to the advantages of competing clusters surfaced, this is the most obvious three characteristics of the Chinese home appliance industry this year, which may mean that the Chinese home appliance industry began to enter new The inflection point. If we say that the internationalization of OEMs and low-volume products in the past few decades is the first half of the Chinese home appliance industry, 2017 marks the start of China's home appliance industry into the second half. The most prominent feature is the global standard that China has built around the smart ecosystem. The large-scale output of products and output standards will be the theme of the Chinese home appliance industry entering the second half. Although all companies use smart ecology as their selling point, they still have their own strengths. When Haier launched its full-category smart products, when the sea credit laser bicolor TV sword dictates global dominance, when TCL White Electric hit black technology, when Fangtai subverted the feelings of Chinese housewives with subversive sink dishwashers. At the time, all this means that the sense of technology and the smart ecosystem will rewrite the pattern and fate of the Chinese home appliance industry. After bidding farewell to the “bloody†price war and the rivals between rivals, high quality and high consumption are forming a trickle in the Chinese home appliance industry. Aside from the scale of the market, China’s home appliance industry began to become more rational in the era of emphasis on technological innovation and smart ecosystem. This is the best time for the Chinese home appliance industry to enter the inflection point. With the awakening of collective consciousness, we have begun to exert high-end and high added value. This awakening is more meaningful than simply pursuing a low-price expansion. From selling products to trafficking standards During AWE this March, the most dazzling star was Haier. Not only does the exhibition hall scale and category pressure the audience, but more importantly, the world's first set of all-category interconnection smart home platform launched during AWE is becoming a standard system for China's home appliance industry and it has begun to expand globally. Since 2014, Haier has begun exploring the smart home connectivity framework and has taken the lead to release the U+ smart life open platform. After several improvements and developments, it finally launched the first set of interconnected smart appliances to the world. Imagine how the experience of refrigerators, ingredients, recipes, baking, range hoods, ovens, dishwashers, etc. can all be accomplished with one instruction. This is exactly where the wisdom of Haier lies. According to Jiang Feng, chairman of the China Household Electrical Appliances Association, as of now, the concept of smart home built by the Chinese home appliance industry is the most cutting edge in the global home appliance industry. If South Korea, Japan and Europe have the advantages of technology and brand, and establish the industry standard, then the concept of smart home is the first of the Chinese home appliance industry. The future is expected to lead the global home appliance industry into the concept of smart homes and form a global standard. From product internationalization to R&D internationalization From the internationalization of products to the internationalization of research and development, this is the most important step taken by the Chinese home appliance industry. Up to now, Haier has established ten R&D centers in China, the United States, Asia, Europe, and Australia. Each R&D center is a connector and amplifier that can cooperate with local innovation partners to form a global network. , bred one of the world's leading products. In addition, there are 45 manufacturing centers around the world and 108 world factories. This time, AWE, Haier is a collection of the United States GE, Appliances, New Zealand Fisher & Paykel, Japan AQUA, Casa Di, commander of the six major joint operations, breaking the global barriers to household appliances industry technology interoperability. At the same time, Hisense also has overseas seven R&D centers in the United States, Germany, and Canada. It covers multimedia R&D, TV chip R&D, mobile phone R&D, and optical communication R&D. At the beginning of March of this year, Hisense Group decided to expand the R&D organization in Silicon Valley and upgrade it to an R&D center. The mission of the R&D center is to expand the research and development of display technology, chip, optical communication, and artificial intelligence core technology from the groundbreaking pre-study design of analog circuits required for a single digital audio and video chip, and at the same time, to add Atlanta Lanson’s US headquarters and In New Jersey, Hisense built three R&D centers in the United States, focusing on pre-research and product development in Yingshi. As the first overseas R&D platform in China's kitchen power industry, Boss Electric (002508) also set up an innovation center in California. It will focus on the new direction of the Internet of Things and artificial intelligence in the kitchen air fume treatment and purification program. Intelligent research innovation. This will further promote the internationalization and innovation capabilities of the Chinese kitchen and electric appliance industry. Jiang Feng introduced localization design and localized R&D. This is one of the important indicators to measure whether a company is internationalized. Right now, more and more Chinese companies have taken the first step toward product internationalization, followed by the second step in internationalization of R&D. From competition to competition or forming a cluster advantage Jiang Feng introduced that Japan and South Korea's home appliance brands occupy an important place in the world. In addition to technology and products, it is more important for consumers to form the concept of brand clusters. “If China’s home appliance brands form a group advantage, it will bring greater pressure on Japanese, Korean and European brands. However, Chinese home appliance brands have lacked the advantages of brand clusters for external display, which is actually detrimental to the international development of Chinese brands. The strength of the brand can not be compared with the strength of the brand cluster. The latter can better represent the strength of a country." This is a foreign evaluation, which may be worthy of consideration by Chinese home appliance companies. Of course, there are historical reasons for this phenomenon as well as business reasons. Fortunately, with the acceleration of the internationalization of Chinese brands, Chinese brands represented by Haier, Hisense, Midea, Gree, and TCL are expected to form the first camp of international brand clusters in the next three years. Displaying Chinese brands globally with the advantages of brand clusters represents the overall innovation and manufacturing capabilities of a country. In addition, the cooperation between home appliance companies began to break the line, from competition to competition is also the general trend. We have reason to expect that the advantages of Chinese home appliances that have entered the second half, or bring brand clusters, will bring us more surprises. 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