In recent years, high-end and intelligentization have become the only way for home appliance companies to transform and upgrade. In 2017, major brands have launched their own high-end smart products. There is a view that the fully intelligent and humanized smart family life scene is stepping into reality step by step.
A reporter from China Business Daily noted that at the 2018 China Appliance and Electronics World Expo (Appliance & Electronics World Expo, hereinafter referred to as "AWE2018") held on March 8-11, TCL, Changhong and other well-known domestic appliance companies have made their appearances. Through interviews, it is found that compared with previous sessions, the theme of competition for exhibitors in this expo is still "intelligence". The difference is that the intelligence level of exhibiting companies has been significantly improved this year.
Among them, Haier showcased the "4 + 7 + N" one-stop smart complete solution around the world of "intelligence"; Midea released the "new generation of man-machine" strategy to create a smart home experience without carriers; Changhong continued to deepen its intelligent strategy Landed, 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 conducted many useful explorations and have harvested many achievements. They have been at the forefront of the development of home appliance intelligence. . "
It is not difficult to find that the trend of intelligence in the home appliance industry has intensified after entering 2017. Whether it is traditional black electricity, white electricity, or the rapidly developing kitchen appliances in recent years, intelligent elements have been added to varying degrees.
Aowei cloud network (AVC) offline test data shows that in 2017, China's smart TV retail sales penetration rate has reached 95%, and intelligent popularization has been basically completed. The penetration rate of smart product retail sales of refrigerators, washing machines and air conditioners in China reached 18.3%, 41.9% and 31.1% respectively.
Market agencies estimate that by 2020, the size of the smart market will exceed $ 400 billion. According to Analysys data, the potential market for smart homes in China is about 5.8 trillion yuan, with huge room for development.
However, under the huge development space, the pain points of the layout of smart homes of home appliance companies still exist. On the afternoon of March 8, Liang Haishan, vice chairman of the board of directors of Haier Group, pointed out at the 2018 China Home Appliances Development Summit Forum that the pain point is that the current single product is not complete, and it is mainly concentrated in the field of smart small hardware; second, pseudo-intelligence does not communicate. Only simple mobile phone control and switch control can be realized; the third is that the experience is not active, and personalized customization cannot be achieved.
"Looking at the domestic home appliance market, intelligentization has become an irreversible development trend. However, although intelligent home appliance products have penetrated into various categories and mainstream home appliance companies have built their own smart home system platforms, the current smart home appliance network The degree is not enough. "Zhao Meimei, research director of Aowei Cloud Home Appliance Big Data Headquarters, also pointed out that the current intelligentization of China's home appliance market only realizes the connection between individual home appliances and the Internet. In the future, if you want to further promote the development of the smart home appliance market, Chinese home appliance companies should rethink "intelligence", what experience should be brought to consumers to improve, and truly solve the pain points of consumers.
Fortunately, in response to the above-mentioned pain points, Chinese home appliance companies have offered a series of solutions. For example, during AWE2018, Haier released to the world the industry's first "4 + 7 + N" full-scenario customized smart package solution, based on 4 physical spaces such as kitchens and bedrooms, and 7 complete house solutions such as air and security, to provide users with N kinds of customized smart beautiful life experience; Midea also revealed a new path to the implementation of "smart home", through the collaboration of humans and robots, bringing new experiences such as smart life and intelligent manufacturing; Changhong continues to deepen the implementation of smart strategies and launch artificial intelligence The CHiQ Life solution focuses on family life scenarios such as entertainment, cooking, air, and water, and uses artificial intelligence technologies such as full-space voice interaction to bring users a more comfortable and convenient better life.
"If the smart life in the past few years is still a yearning and testing water, then this year, smart life is gradually becoming a reality." Jiang Feng concluded.
High-end product structure upgrade is the trendThroughout AWE2018, not only Haier brought high-end ice, wash, empty, wine cabinets, kitchen appliances, water heaters and other products, but also Skyworth, Konka, Changhong, etc. showed their high-tech in OLED technology, dual HDR, AI, etc. With the application of technology, Fangtai also uses innovative technology to release a number of heavyweight new products, interpreting the connotation of high-end smart kitchen appliances.
There is a view 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.
Supported by data, the "High-end Home Appliances Consumer Survey Report" shows that 79.3% of consumers have plans to purchase high-end home appliances in the past six months; the 2016-2017 high-end high-end home appliances and consumer electronics Red Top Awards Organizing Committee The Consumer Electronics Consumer Survey Report 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.com reports show that during the "Eleventh" Golden Week last year, the unit price was above 7,000 yuan Sales of home appliances increased by more than 170%. Most of these products are equipped with artificial intelligence technology, and the high-end upgrade of the structure of home appliances has become the trend.
"In the face of Chinese consumers, especially middle-class consumers, Chinese companies have made a lot of efforts and made many applied innovations in their products." At the 2018 China Home Appliances Development Summit Forum, financial scholar Wu Xiaobo analyzed "With the increase of high-net-worth people, in the past three years, the sales growth of luxury cars of more than 2 million yuan in China has exceeded 50% per year. Most of these buyers are the so-called middle class in China. Pay for function, pay for brand, pay for personality, pay for face value. "
It is worth noting that according to data from Zhongyi Kang, in the first two weeks of January 2018, in the refrigerator market with a price of 15,000 yuan and 10,000 yuan, Casa Di accounted for 36.8% and 34.7%, respectively. Shuangshuang 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, with a market share of 50.71%, 10,000 In the market above Yuan, Casa Di accounted for 46.56%. This means that the Chinese Home Appliance Corps has been on the same starting line with foreign brands in terms of high-end products and intelligence.
Zhang Chonghe, chairman of the China National Light Industry Council, believes that in the past two years, China's home appliance supply capacity has improved significantly, technological innovation has been significantly enhanced, the level of intelligence has been greatly improved, and international development has been promoted in depth. It is entering the trend of grasping and leading the trend New stage of development.
However, Zhang Chonghe also reminded that although the Chinese home appliance industry leads the international peers in cost, quality and R & D, and has obvious advantages, there are potential risks. "A new round of technological revolution is booming. Artificial intelligence, big data, cloud computing, and the Internet of Things are widely used, which will have a profound impact on the future development of home appliances and pose huge challenges. It is more difficult for China's home appliances to maintain their advantages. , Innovation and change, to gain a foothold in the world's home appliance industry with greater industrial competitiveness. "
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