New Year's Day in 2018, as the national brand TOP brand one of the United States kitchen appliances, the steam cleaner hood TVC fully landed CCTV seven channels of gold resources period.This is also the United States, after the group was selected 2017 CCTV national brand TOP brand, once again on behalf of Industry to participate in the national brand plan.

The national branding plan you know, and the story behind it you do not know

In 2010, China replaced the United States and became the world's largest manufacturing power. Prior to that, the United States retained this position for more than a hundred years.

But five years later, in 2015, China accounted for only two seats in the Top 100 Most Valuable Brands in the World, and although the number of Top 100 list soared to 13 by 2017, its position as the world's No. 1 manufacturing powerhouse Compared to the domestic manufacturing brand big and not strong, more and not loud, full and not refined, it is an indisputable fact.

On the other hand, according to international experience, when a country's GDP per capita reaches 3,000 U.S. dollars, it has entered the era of brand consumption. In 2015, China's per capita GDP reached 7924 U.S. dollars, and in 2017 it is expected to exceed 9,000 U.S. dollars , 225 million new middle class rise, will construct a huge brand consumer market.

Supply and consumer misplaced, the market lost its efficiency .To a large number of foreign tourists to buy toilet seat cover, this is the case of extreme .Therefore, the national level first supply-side reform, and then state media 'find big country artisans' to create a national brand The call, 'National Brand Plan', it is in this context released.

As early as the end of 2016, when the first list of "National Brand Plans" was released, an expert who has been studying the domestic appliance industry for a long time said that this was done through the allocation of advantageous resources of CCTV to provide artillery fire to the good seedlings of ethnic enterprises , The global image display and value delivery '.

This shows that for all listed companies, this is not a simple honor. Rather, it undertakes the global transformation of manufacturing in China to China, the shift of China's pace to China's quality and the shift of Chinese products to Chinese brands Of the vanguard role.It is because of this great significance, 'National Brand Plan' selected brands have four mandatory requirements: First, the industry belongs to the country's pillar industries or people's livelihood is widely needed industries. Second, in the industry-leading Third, enterprises and their products have noble qualities that can support the national brand image 4. Enterprises need to produce and sell in China and have the brand appeal that is most widely accepted by Chinese consumers.

In a word, there is enough strength to stand on the land of China, face the world, and tell China's own story through its tangible products and intangible corporate culture. Under such a harsh standard, .

However, the United States is the second time selected, and is the spire of the "National Brand Program" - TOP brand hero asked the source, asked even more glamorous - since 1999 into the kitchen and electrical industry to establish until 2012 Chef strategy and speed up, after quenching, the beauty of today's kitchen appliances, as early as yesterday comparable.

You feel the quality improvement, and you can not see the hard sweat

One of my friends around, after buying the new 'FUN' oven in the United States, was happily spending all her time in her friends' circle of cooking and drying the ingredients into food. In her original words, "the most happy Thing is to look at the ingredients in the oven gradually become familiar 'is' leisurely remove the food from the oven, see one's face eating.'

Perhaps she did not know that the beauty of the FUN oven electronic engineer team consists of four PhD designers and two foreign experts, including artificial intelligence team returned from the United States Silicon Valley, the full participation of artificial intelligence experts, of which, only for the consumption Who are able to 'take food unhurriedly', this oven uses a four-layer oven door and the cost of research and development and commissioning behind it is even more impressive.

This is only the tip of the iceberg that R &

Since the establishment of the three strategic axes of "leading product, driving efficiency and global operation" of Midea Group in 2012, Midea has adhered to the principle of understanding the needs of users, focusing on technological innovation and taking the layout of big chefs as a strategy, and has taken the lead Launched a new era of the kitchen battle.

In the research and development, the United States may be the industry's most willing to the entire kitchen and electrical industry, but also the most capable of 'spend big money' one of the enterprises in the past year, only in the research and development, the United States invested kitchen not less than 700 million yuan The forefront of the kitchen and electrical industry) funds. Has established China, the United States, Italy, the three R & D center, from different countries, different nationalities more than 700 technology research and development members of the R & D team made a special trip for the United States and the development of kitchen electrical services. At the same time, according to Midea Group's R & D organizational structure, Midea's kitchen appliances can be mobilized at any time by a team of more than 4,000 research personnel and 17 R & D centers and hundreds of people all over the world.

Such resources to the United States brought a huge return on kitchen appliances.Human smoke steam washing technology, microwave inverter technology and other core technologies are high-end market share for the United States to grab a powerful kitchen appliances.For example, the aforementioned steam smoke machine Since 2013, the first steam cleaner has been launched. Up to now, 2.25 million steam cleaner products have been sold to millions of households, fulfilling the beautiful mission of users' kitchen cleaning problems.

In addition, as the leading innovative technology of Midea Electric Appliances, Midea Global first creatively proposed the concept and implementation technology of microwave oven 'thawing at -1 ° C. Others such as' research and industrialization of key technologies of high efficiency magnetron' Frequency power technology 'home inverter microwave power key technology research and industrialization' and other projects, have reached the international advanced level, the leading international technical appraisal, was included in the national Torch Program projects.

Just as its peers may still stay in the old view that 'beauty is a low-cost killer', this kitchen and electric utility company has already won prizes and patents to build up its own moat industry. By 2017, Midea has 37 Five products have been awarded the provincial high-tech products by Guangdong Province and Jiangsu Province respectively, five of which have won the award of scientific and technological progress of all levels of government departments and two of which have been listed into the National Torch Plan. In the international arena, including IF, IDEA, RED has won 18 awards in the field of industrial design from the US as of the end of November 2017. As of the end of November 2017, Midea Electric has applied a total of 2,105 invention patents, 2,590 utility model patents, 1,269 appearance patents and 372 overseas patents.

In order to make the best use of its products, we must first of all make profits. In the framework of the data acquisition, intelligent equipment, supply chain industry chain and industrial big data in the front end of the consumer, Midea's intelligent factory has already taken the first step. In September 2017, Among the finalists for the '2017 China Smart Manufacturing Pilot Demonstration Project' formally announced by the Ministry of Industry and Information Technology, Midea's microwave ovens project was impressively listed in the column - the kitchen and electric appliance industry and was the only one.

Behind the changes in the consumer feel, the United States is behind the kitchen is very much to pay.Moreover, this pay, not only off, with the continued evolution of chef strategy, with the National Brand Program TOP brand sustained release, which To pay will be more enthusiastic.

You can see the hurricane advances, and you can not see the beauty of the kitchen will give the industry meaning

Since the establishment of the Grand Chef Electric Strategy in 2012, Midea has enjoyed a surge in kitchen appliances and a substantial increase in its core categories such as range hoods, dishwashers, gas stoves, microwave ovens, embedded micro-steaming and ovens.

Ten years ago, the living room battle is quietly transferred to the kitchen to the kitchen as the center, a new era for the home appliance industry is approaching this era, is the era of quality of life. It is based on intelligence, science and technology as the basis to create strength For the protection of the direct communication between manufacturers and consumers for the channel.The industry's boundaries will be blurred, the category of the boundaries will also be pierced.Consumption of the brand, brand culture, will be based on the use of the foundation, and beyond Use the basic competitive elements. As the industry leader, Midea Electric has taken the lead in grasping the trend of development. Since 2008, the first in the industry to launch embedded suite products, the concept of whole kitchen was proposed in 2013. At CIKB 2017, Pound released the Star Kitchen series of products, with a number of advanced technology such as the pot stove linkage, open high-end smart kitchen electrical system of a new era.

On the other hand, as one of the earliest industries in the marketization competition in China, compared with other industries, the home appliance industry has always played a pioneering role in brand operation and marketing, etc. Even in the world, China's home appliance industry has long existed Become the world's premier industrial base.According to the Korea Electronics and Telecommunications Industry Association recently released the "Status Report and the Home Appliances Industry," the data provided by China's home appliance manufacturing occupy 56.2% of the world's share.

This means that the kitchen and electrical industry, and even the entire home appliance industry, has long been detached from the 'professional kitchen appliances brand' and 'integrated kitchen appliance brand' argument.China's position in the global home appliance manufacturing industry, as well as the deepening of the global economy, It is an indisputable fact that either self-holding a prisoner or bravely accepting a challenge - the market at home is already a global market.

If you say that the US kitchen electrical selected "National Brand Plan TOP brand can bring to the kitchen appliance industry?

Through the implementation of the grand kitchen electric strategy and the high quality strategy, the enlightenment of the US kitchen electric power to the entire industry is that the innovation and development of the kitchen electric appliance industry can no longer be satisfied with the storm in the cup, but must be based on China and go global. The brand banner, R & D and manufacturing as a weapon to build a strong global image of the Chinese brand, playing an oriental melody with Chinese characteristics, which is the United States want to kitchen appliances, but also the entire kitchen appliance industry need to be alert.