[PConline News] Li Changzheng sat in a brown chair with his index finger crossed and his body leaned forward slightly to reveal self-confidence without losing a humble smile. This smile carried Haier's commitment to being a cleansing advocate. And the goal of healthy life leaders, and love for users. The lens freezes at this moment. At this time, it was only more than a month since Haier defended the world's first intelligent toilet without tail, but we still clearly remember that in the first two years, the Chinese were still madly lining up in Japan. Only to buy a "Made in China" smart toilet.
In 2014 and 2015, the storm of panic buying made the smart toilet cover begin to enter the eyes of the Chinese. Haier smart connected platform took the smart toilet seat as a key development unit from last October and exhibited at the AWE exhibition in March. The world's first tailless smart toilet seat covers the industry's first challenge of smart bathroom product wire layout to give consumers the impression of “unsafe and unsightlyâ€.
At present, the domestic smart toilet market is still in its infancy. People's awareness of smart toilets is undergoing a process from understanding to acceptance. At this time, Haier uses smart toilet seats as a heavy weapon to enter the bathroom. Which signal can we read? In a recent interview, Li Changzheng, deputy general manager of Haier Smart Connected Platforms and general manager of Weisheng Intelligent Technology, gave us answers from the perspective of industry experts.
Reasons to focus on smart toilets
Li Changzheng summed up the reasons for the current state of the domestic market as three points: First, consumer perceptions of consumers have not changed, and they believe that smart toilet products are far away from everyday life. In fact, smart toilet seats will become more and more popular. From toilets to toilets to smart toilets, people's living standards will change, and smart toilet seats will become necessary products for daily life.
Second, there is not enough space reserved for hardware facilities in China's bathroom renovation. At the beginning of the renovation, no space was reserved for the smart toilet seat, resulting in some consumers’ consumer demand being constrained by hardware conditions. This country and industry attach great importance. From 2015 to 2016, Weifang participated in many related industry activities. For smart toilets, these are all good signals.
Third, smart toilet products currently on the market are subordinate to the sanitary ceramics industry as a high-energy-consuming industry. The state promotes Industry 4.0, which is a great opportunity for toilets to transform from traditional ceramic manufacturing to smart manufacturing. In the product quality and the promotion of the national, industry associations and industrial 4.0 environment, smart toilet products into the millions of households in the next few years is a very worthy of anticipation. Compared to China's huge population base, once people recognize this product, it will have a very large scale and very good prospects for development.
Haier's product ideas
Although it is not long before the first-generation product is released, R&D of the second and third generation products is already in progress. Li Changzheng said that in addition to the technical innovations of the second and third generation products, the entire design concept will become more mature, and the concept of “all threeâ€, which is fully waterproof, fully flame-retardant, and antibacterial, is proposed.
In terms of product positioning and pricing, Haier's philosophy is to create value for users rather than fight prices. Therefore, Haier defended the smart toilet more concerned about the value of the product, rather than the price. For different consumer needs to provide different price segments and different characteristics of the product, to meet the needs of users in all directions, thus forming the system's product chain advantages. For example, the products that will be on the market at the end of May are aimed at the elderly and other groups, and are more intelligent and easier to operate.
Regarding the uniqueness of the product, Haier defends that any product cannot be separated from its essence, but it must have added value. This added value may lie in various aspects such as energy saving, energy saving and environmental protection. The added value of Haier Defender products is that they will join health data management and do a better job in data collection management and application.
Haier defends development and improvement of industrial standards
There are currently no 3C toilet seat products and the country does not have mandatory certification. But now, whether it is the country or the entire industry, or even the entire consumer circle, it attaches great importance to this industry. At the China Building Materials Association organization seminar held in Taizhou on March 30th, a special discussion was held to discuss the issue of the industry standard for smart toilet seats, and detailed specifications of the standard are expected to be released in October 2016. Haier is also accelerating product innovation and breakthroughs. It uses the industry's early opportunities to provide suggestions for the development of industry association standards, so that products can be produced with a more stable and safer standard and presented to everyone who trusts them. The consumers do their part for the development and maturity of the industry.
The entire smart bathroom industry is accelerating the start, showing a flourishing trend. The introduction of industry standards will inevitably accelerate the transformation and upgrading of the entire industry and drive the rapid development of the entire industry. At the cusp of the industry's freshmen, Haier defends itself in the ice-breaking period of the industry. Utilizing its own advantages, it can establish the benchmark position of the entire industry and quickly occupy the entire market. Responsible corporate responsibility, through the transformation and upgrading of the traditional advantages of the smart toilet industry to do a more healthy and make more contributions to the improvement of the industry.
Haier defends the strategic plan of the brand
Li Changzheng said that Haier defender has set a three-year plan for himself. At present, Haier’s smart connected platform is a matter of creating a win-win situation regardless of which industry it hatches. If a single person wants to eat a steamed bun, it will start from growing wheat, waiting for seeds, harvesting wheat, cutting wheat, and making steamed bread for a long period, so now it’s basically It is a combination of strong and strong. Including smart showers, faucets, and ceramics in the smart bathroom, Haier has all done inspections and also made reserves. However, products will be launched within a specific planning cycle. We hope to achieve a good image through a single breakthrough, so as to establish a good image first. After accumulating reserves, the Haier Weifang brand's other products must be worth looking forward to.
Haier Weifang currently sells its products online. Online and user zero-distance communication, each one has an interaction, it is easy to know the pain points of the user, initially formed a small network of the official website, e-commerce, offline. In addition to on-line and off-line, Weifang Online is also conducting a large-scale layout nationwide. Starting from the official launch of the line in late March, it has opened up many offline channels. After May and June, the offline channel will be fully rolled out. After successful trials, the products will be laid down to offline channels, and the basic channels will be on the same line.
The rise of domestic brands leader
Li Changzheng believes that the smart toilet industry has entered the runway since 2014. Smart toilet products have entered consumers' homes in 2014 and 2015. The smart toilet industry is expected to form a relatively stable industrial layout in 2015-2017. Finally completed the localization of smart toilet brand. Similar to home appliances, there are many home appliance brands, the earliest is Japan's several home appliance brands in China's home appliance market share is very high, and then slowly decline, smart toilet industry brand development is also the basic trend of this kind, Japan and South Korea's brand Occupying market share should be in a relatively declining process.
In the smart toilet industry, he believes that domestic and foreign brands will only reach the level of 3-5 years later. Of course, it may be faster, and domestic brands may account for 50% to 60%. Of course, he also hopes that the industry can grow quickly and mature. After all, this industry is too blank in the Chinese market. Why can we judge this industry is a blue ocean? Because no matter where you went, when you communicated with others, you found out that the other party did not use intelligent body cleaners. Therefore, Haier garrison is now more focused on the industry is mature, use three years to allow the toilet lid into millions of households. Let consumers truly feel the comfort and fun of this modern quality of life. Haier Defender will do more and more powerful, and China's smart toilet market will grow bigger. Li Changzheng is full of confidence.
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