Whether it is held on October 21 this year in Shanghai CIKB2017, or just recently Nanjing Suning Tesco headquarters just ended the MACRO hot water & new kitchen appliances conference, 'technology' and 'rejuvenation' as the two key Word, by participants and the media mentioned by the high frequency.Also reflected from one side, the current Macro is leaning on high-end smart technology, trying to take a new attitude to achieve the transformation and output of brand image, to seek after-market competition More upside.
Macro jointly Suning Tesco held by the 'science and technology rejuvenation' as the theme of the new conference
Today, the kitchen and toilet industry surging, everywhere is an invisible battlefield, from the beginning to China's demographic dividend brought by the price advantage, to the mid-term technological iteration and product upgrades, and now the industry and the rapid changes in consumer upgrades. Whether Which moment, no matter what kind of market environment, all have higher requirements on the research and development response speed of kitchen and electric equipment enterprises and the ability of enterprise transformation.
All say that "thirty stands alone", it is the moment of step by step toward the peak.Walk through the glory of the crown of glory, with a 32-year history of MACRO long-established.In order to achieve the goal of kitchen appliances sales Chong 10 billion, Never stop working hard, now is more focused on science and technology, so that products become more sophisticated, intelligent and humane .This point, at this time MACRO X7PRO central water, S7 'no wash' as the representative New camp has been focused on show.
Technology upgrade, make the product more intelligent
More than 20 years ago in the 90s, a 'Wanjia Lele million' advertising slogan for Macro approached tens of thousands of households, and became the pioneer of China's first generation of water heaters now, as the representative of the Macromedia X7PRO central hot water , Which led to the home hot water revolution in consumer awareness and market-level has had a new impact.For example, in view of the villa mansion can not be achieved that the whole house hot water that is hot, keep hot water heated two major difficulties, MACRO fear Challenges, new product upgrade technology gives the answer.
'The bigger house, the more floors, the longer pipes and the higher precision requirements in each room are all issues that need to be challenged before us.' 'X7PRO How we solved it, we made him smarter. According to Macromedia Hot Water Division market leader, X7PRO is an upgraded version of the previous flagship product of MACRO X9, more comprehensive, more applicable area, mainly due to the upgrading of the central CPU, the new X-BRAIN control system and Integration of hot water system, produced a wonderful science and technology reaction.
Macrophylla Hot Water Division Marketing Director Tang Kaiqing introduced new products at the conference site
Specifically, the X7PRO meets the high user experience requirements brought about by consumer upgrades in four aspects: First, the sensing temperature is more sensitive and can realize the thermostatic control of the same hot water as that of the small size; secondly, Layer control; Third, the hardware upgrade to determine the housing area of science, the most suitable heating water circulation to achieve the scope of intelligent consumption; Fourth, ITO multi-touch, from the first generation of mechanical keys to electronic keys , To the third generation of LCD screen to meet the user to adjust the convenience of various parameters.
'X7PRO is mainly suitable for high-tech home central water heaters in large-scale living rooms, especially in villas, which sets a new category in the field of gas water heaters in China.' As the relevant person in charge of Macro said in interviewing, it is not a Product, but rather a better product experience.If the first generation of X7 home central hot water is just a product, through continuous improvement and efforts, X7PRO has jumped into a hot water system, this change is not just Formal change, more importantly, is a qualitative leap in hot water experience.
MACRO new technology after the hot water, X7PRO central hot water
In the view of Macro, innovation and technology to meet and lead the consumer demand, subvert the consumer awareness of hot water, changing the habit of home hot water in order to further guide the family hot water revolution. X7PRO witnessed the advent of Macromedia in the field of hot water achieved the same height, at the same time, relying on the 'home central hot water' products have 104 leading technology patents, Macro no doubt in the field of hot water to seize the development opportunities. 'Our future is like climbing Everest must be the hardest and hardest thing to do in central hot water.
New toy attributes make the experience more enjoyable
Throughout the joint press conference, Macro introduced the new hot water heater product attributes of MACRO as a 'pleasure, furniture, and toy' when it introduced S7 'No-wash' Undoubtedly once again refresh the consumer awareness of the water heater, refreshing.
From the specific electric water heater product demonstration, you can further understand that the S7 compared with the previous S6, the biggest difference is the addition of an ismart visual control box. The box is small, but triggered a MACRO on their own philosophy of product re- Thinking and positioning.
S7 product highlights, more 'toy' property ismart visual control box
In this regard, Macro gives the interpretation of its use of early hot water products that the group, the initial function only to meet the appliance properties, but when the times, as people look at the decorative appearance of the product, the product began to have both Furniture properties in the entertainment, younger consumer upgrades driven by hot water and kitchen products have a higher pursuit, is turned into a 'toy' ismart visual control box appears just to make S7 product attributes All three.
On the one hand for the general installation of electric water heaters are too high position, you need to look up to see hot water operation pain points, depending on the control box can be realized 'no wash' security visualization, water temperature real-time reporting, intelligent custom hot water and other security awareness, On the other hand, depending on the appearance of the control box, the design breakthrough of machine-controlled separation can be realized in the no-wash of S7, and the traditional 'bare-bath installation' is changed into a ' Free bathroom space, combined with home-decorating furniture attributes.
Taking into account the younger trend of consumer groups, as well as a sense of comfort for bathing high demands. Macro's S7 'no-wash' equipped with visual control box into the weather / music / WiFi sensing capabilities can be achieved in the bathing process Enjoy music, set the heating temperature and so on.
'Many of us have the habit of singing while taking a bath, and our mind and body are completely relaxed. Depending on the control box becoming a music player at this time, you will have greater joy in your body and mind and a greater degree of sublimation of mind, This small box, comparable to our toys. 'As Macro said, with the current consumer's personal level of improvement is no longer satisfied with the simplest functional requirements, but to pursue physical and mental pleasure, Macro's products The new philosophy is that everything in the music, so technology products after blessing is a good thing, more fun.
Casting billions of projects, profound accumulation help transition
Can be said that even after the ups and downs of the wind and rain for 32 years, R & D attention, MACRO initial no change.Whether it is to change the Chinese traditional bathing habits of gas water heater products, or to enhance the experience of subversive consumer awareness of electric water heater products are In a powerful and powerful manner to guide the Chinese family hot water revolution provides a technical guarantee.
'We can take root in the industry for many years. Just because we have more than 30 years of technology accumulation and inheritance, we also have a huge database system consisting of tens of millions of users' data. We benefit from the data to develop new Products, which are the basis for the accumulation of Macro brands and the basis for the development. "MACRO frankly the relevant person in charge.
The accumulation of these advantages with time, from product development to the germination of the research, development, verification, large-scale market, and continuous improvement, upgrading, as X7 come out to today's X7PRO, 'no wash' concept proposed to S6, S7 Have been introduced one after another, this process has gone through a long time, or even the efforts of two generations, not simply rely on advertising effect, marketing tools can easily be formed, which is also the MACRO hot water in the field to guide the family emboldened .
MACRO new water heater S7 'no-wash', bringing four security awareness
After the rejuvenation, Macro is marching into the high-end market with its technology product matrix. According to the introduction, the sales in Suning have risen very fast since the launch of X7 last year, accounting for only 10% of the overall sales in just over a year. I believe the market share of high-end products next year will take this one step further. "
It is understood that MACRO has formulated a 10 billion yuan sales revenue impact of the '10 billion project', the hot water division is an important support now hot water division contains three categories, heat, electric, and the upcoming layout Of the clean water in the future hot water division will focus on water as the theme, continue to explore how to better build a home water system.
Focusing on profound changes in culinary life, based on the direction of high-end intelligent development, based on the user experience of the research results, combined with a strong creative design capabilities, the future, MACRO is bound to continue to vigorously promote the development of leading industries in the original technology.
