China's home appliance industry in the party's 18th held so far this five years, to overcome a lot of difficulties, tempered forward, consumer upgrade situation is good, the industrial structure of continuous optimization, product structure upgrade significantly, gradually improve product quality, industry Transformation and upgrading steadily, the quality of economic operation continues to improve, the brand in the internationalization of the road is becoming more and more mature.Now, at the time of the party's nineteenth anniversary, the Chinese home appliance industry ushered in the next five years of new journey.
Product innovation fruitful
This 5 years, China's home appliance industry continues to work hard in the innovation, innovation capacity significantly improved, innovative products after another.
Home appliance products to meet the daily needs of consumers on the basis of intelligent, fashion, health features highlighted.With WiFi capabilities, the proportion of smart appliances to enhance significantly, the major household electrical appliance enterprises have also developed a human-computer interaction, machine interconnection and self-learning Model and so on more intelligent function of the product.With the technical level, innovation ability to enhance the enterprise has been able to better meet the needs of consumers to meet the health needs of household electrical appliances, such as partition washing, to achieve self-cleaning inside the washing machine, with More fresh and fresh function of the refrigerator, can better maintain the food nutrition of the cooking machine, and steamed face, with anion function of the hair dryer and other health products are more and more concerned about the young consumers. After 80, 90 after the spending power to enhance the appearance of fashion, rich sense of design of household electrical appliances more and more consumers favor, home appliances become young people highlight the personality and taste of a platform.
Healthy and innovative atmosphere is also being formed in the key enterprises, the home appliance industry, science and technology research and development system construction and personnel to complete the basic completion of key enterprises began to build a global R & D system, set up overseas research and development centers, and the use of open innovation, The growth of R & D investment has led to a significant increase in the technological innovation capability of the household electrical appliance enterprises, the emergence of scientific and technological achievements and the rapid rise of its own intellectual property. With refrigeration compressors, motors, magnetrons, heat exchangers, And other areas of research projects completed, home appliance core technology to achieve all-round breakthrough, and further consolidate the Chinese home appliance industry chain in the global market competitive advantage.
Channel ushered in the 'new retail' era
This 5 years, the channel through the unreasonable exploration and innovation, fully ushered in the 'new retail' era.
5 years ago, Jingdong Mall launched the '8.15' promotional war to sacrifice the cost of Maori, opened the 'low price for the king', 'category is king' home appliance business era prelude to traditional channels and manufacturers began to develop electricity business. 5 years later, Jingdong is through AR / VR technology, depth learning, artificial intelligence, robot automation and other innovative technology, the real logistics intelligent, unmanned, the industry and social operating costs reduced to the limit, the user experience to upgrade to limit.
Home appliance channels are no longer a single online or offline. From the electricity business all the way triumphantly, to online and offline collaborative development, channel innovation out of the past narrow concept.High appliances manufacturers and electric business to realize the importance of the line, To the line layout shop. High-end home appliances growth, the rise of smart appliances, complete sets of solutions introduced, led to experiential marketing, scene-style marketing, more physical stores around the experience of a comprehensive transformation and upgrading services, , Wisdom experience shop, and even no one shop there, so that the relationship between the channel and the user becomes more closely.
Electrician and traditional channels in the mobile side of the layout of the form of more diverse. An APP will be able to achieve shopping, consulting, content, live, social and other multi-dimensional functions, and APP as the main flow of imports, but also to provide users with more convenient and convenient consumption Experience.
New marketing are read the 'new'
This is five years, home appliance marketing is not the store waiting, waiting for guests in the new business environment, home appliance marketing are read the line of deep 'new'.
The major home appliances brand began to play 'brand day' activities, attention and sales are gains on the considerable. Manufacturers and power providers platform frequently new starting, all chips and other models, so that the traditional home appliance industry under the Internet to explore the trip to the trip Effective new play.
Lynx will be 'double eleven' to create an annual shopping carnival, and joint television station 'double eleven' live show, all the stars to help out the 'double eleven' marketing more intense.
The people in the Internet era, almost all business guys are resuscitated: the original is their own business, the company is not a businessman, Marketing the most worthy of the use of large IP.
This year, Apple released the first time in the spring of new red iPhone7 / 7 plus, the whole household electrical appliance enterprises began in a variety of social platform 'show high-end red', a variety of rubbing become a new means of corporate marketing.
Music challenge class reality show, variety show show high ratings, with this unit 'stir', Vantage will be artificial intelligence robot V push on the "masked will guess guess" program stage, Skyworth work together BTV, Beijing as the media to create the "cross-border song king" ... ... household appliances enterprises have become 'city will play', the use of variety show hot implanted brands and products.
The road to internationalization opens 'China confident'
This 5 years, China's household electrical appliance enterprises are to a new international strategy transformation, and create a new situation.
After years of sustained efforts, the influence of Chinese products in the international market has been a qualitative improvement, Haier, Gree, the United States, Hisense and a number of Chinese own brand has been recognized by foreign dealers and consumers, began in the international The market has a firm foothold, given the 'Made in China' to give a new connotation.China's home appliance industry is from a simple dependence on export-oriented trade model to a new international strategy transition, the country's positive diplomatic strategy is also conducive to enterprises continue to explore the international New way, has received significant results.
In the first half of 2016, Haier successfully acquired GE's home appliance business. At present, Haier and GE in the product development and sales channels of the integration of the smooth development of the future Haier global market layout and global brand status play an important role in the promotion of the United States Has completed the acquisition of Toshiba's white business and the German KUKA .2016 completed several major acquisitions has become an important milestone in the development of China's home appliance industry in the future China will be from the international manufacturing industry in the depth of adjustment to obtain more overseas mergers and acquisitions The opportunity to create a new situation in the internationalization of China's home appliance industry brand.
Haier Group Chairman Zhang Ruimin as saying that today's Chinese home appliance brand, in the international community has set a 'Chinese self-confidence'.
China National Appliance Association, Jiang Feng believes that China is becoming the world's home appliance power, internationalization is the only way of China's household electrical appliance industry, China's home appliance power is an important part of the future 5 years, household electrical appliance enterprises need to continue to adhere to transformation and upgrading, For the first, adhere to independent innovation, in the international market to take the road of innovation and development, continue to enhance the international influence of Chinese home appliances and international competitiveness, and jointly promote China's home appliances to achieve power goals.