The report of the 19th National Congress of the CPC pointed out: With the entering of a new era of socialism with Chinese characteristics, the major contradictions in our society have been transformed into contradictions between the growing needs of a better life and unbalanced development.
'People's growing need for a better life' refers to the situation on the demand side, and 'unbalanced and inadequate development' is the status quo on the supply side. As the structure of the demand side improves, the supply side must gradually realize its goal of pursuing To the pursuit of quality, from low to high-end development to meet people's growing needs for quality of life.Household appliances is an important part of people's pursuit of a better life.
For appliance enterprises, 'new contradictions' exam there is no shortcut, there is no previous experience can learn from this is the best time, but also the worst era, all the home appliance companies are exploring the forward line to find Solve the signposts of "new contradictions." Start from places where there is no way to open up from the only places with thorns.
Signpost one: intelligent humanity
With the middle class becoming the main purchasing power of society at this stage, consumers are increasingly demanding products that are high quality and provide us with a better experience of the product, so intelligent products with networking capabilities and even AI systems In the past two years, there has been a large number of consumer electronics products, especially in the smart appliance market in recent years.
Like the introduction of Gree smart refrigerator, not only can keep abreast of the freshness of food at home, but also for consumers recommend recipes, and provide one-click purchase of food services; like Haier released at the same time both self-cleaning and professional level purification 'empty' Net integration 'air conditioning, from the realization of air conditioning' clean wind 'upgrade to allow users to' breathe fresh air ', leading the industry into a new era of clean air; Another example is the Vatican to achieve' artificial intelligence kitchen 'mad call, launch Obedient mirror machine, trying to do dinner with their loved ones while the video, or watching movies while cooking ... ... happy life; under the guidance of artificial intelligence technology, the United States also applied on rice cooker 'black technology', just in front Mobile phone voice says 'start cooking', the product can automatically complete the whole process of rice, rice, rice washing, rice, water, cooking so many examples, not only refrigerators, washing machines, air conditioners, Electric cooker, television, stove, steam oven, coffee machine, dishwasher and other appliances are put on a gorgeous artificial intelligence coat.
Figure: smart hood
Data show that penetration rate of smart TV market reached 85.4% from January to October 2017. The penetration rate of intelligent washing machines was 41.9%, that of smart air conditioners was 29.8%, and that of smart refrigerators was 17.4%.
Of course, the transition into the smart home appliance industry, fast lane, the industry also heard some voices questioned.Some people talk Tucao smart products difficult to interoperability; Someone openly 'smart' home furnishings; also said that smart appliances for the privacy of users buried Under the hidden danger ......
In response, Yin Tuan Hui, director of Industrial Design Center of Vantage Co., Ltd., believes that the road to intelligent home appliances has just started and there are many things to look forward to and what can be improved in the future, which is the long-term track of the existing strategic depth. From the user's point of view of good experience, from the depth of product quality, cost control, every step of the pragmatic walk. '
Only when the contradictions appear, will the entire industry continuously advance in self-correction and improvement.
Road sign two: high-end
Consumers living standards improve their attitudes have undergone great changes, more and more consumers buy appliances, they began to pay more attention to product quality and whether it can give us a better product trial Experience. Keyword search in the past, the high cost of heat, durability and other keywords have long been high-end, high-quality alternative.
The 2017 China High-End Home Appliance Consumer Survey shows that about 40% of consumers are willing to pay for home appliances such as high-end TVs, refrigerators and washing machines, etc. In the meantime, the e-commerce platform, which is considered as 'bargain-only' Seeking fought in the high-end market.
According to the release of January 2017 in January 2017 the latest appliance sales data, Casa Imperial refrigerator in the price of more than ten thousand yuan segment, January-July with 28.6% share of the first; Casa Imperial washing machine with 65% Share in the first place; Casa Imperial air conditioning in more than 20,000 yuan price segment accounted for 80.8%, the first in the industry.
According to Song Zhaowei, general manager of Casa Di, Haier Group, the home appliance enterprises should always maintain the spirit of innovation and lead the development of the home appliance industry. 'Traditional enterprises focus on price and we focus on value.'
Electric appliances are also the same. Wang Qiang, owner of the appliance CTO, cited an example of a steaming oven that creates value for home appliances. Depending on consumer habits or nutritional intake, the steaming oven can help consumers be more healthy and welcome tomorrow. The core of home appliances is satisfied with the needs of the soul, which is the development trend of the future technology.
Signpost three: fashion
In the new consumer era, the main force from the young after 80, 90 consumer groups, their ideas are avant-garde, changing, individuality, for the Chinese home appliance industry, the young consumer market holds great potential, many products Become the main force of the fashion industry, such as mini retro refrigerator, ultra-thin electric water heater, painting era air conditioning, Swarovski crystal TV, flip stove stove and so on.
Figure: flip burner stove stove
In the view of Yin Tuan Hui, 'fashion' is not only reflected in the vitality of the brand, but more importantly, it relies on innovation and technology to translate into a more fashionable and quality lifestyle for consumers. 'Fashion is not a simple follow-up, but a The constant pursuit of innovation and constant exploration of unknown attitudes are the younger generation's outlook on life and the positive and ideal life ideal. '
Indeed, the pursuit of all kinds of wonderful things in life is a deep-seated psychological need of Chinese people to upgrade their consumption. Fashion is also a breakthrough point in upgrading and upgrading the home-made home appliance industry, and it is worth the research and development of the home appliance industry.
In 2017, we have seen many well-designed home appliances, the future to meet the people's growing needs for a better life, you need the collective efforts of China's home appliance business, moving toward The same goal, 'raise your sleeve refueling'.