3 sets of exclusive kitchen, 26 engineers, lasted more than 1,000 day and night, 109 patents, consume 35 tons of meat, 15,000 fish and 6,000 chickens ... ... the United States refrigerator 'microcrystalline one week fresh' behind the birth of technology has an unknown problem History, the day of the conference, the United States refrigerator director of innovation center Ning Chih-fang and product planning leader Jiangnan look happy, in their words, this is a 'my family has a female first grow into' joy and excitement.

Microcrystalline one week of fresh technology and its 630 pairs of open the door to launch the product, not only represents the US refrigerator research object out of the refrigerator this carrier, into the area of ​​inquiry for food and healthy living, but also marks the United States through technical innovation to rebuild open refrigerator products Eco-pattern to lead the industry's position as a leader to promote China's refrigerator-based user-oriented independent research and development into a new process.

User research into a disruptive product floor

A survey conducted by Midea refrigerators in more than a thousand people found that 74% of users of meat products purchased twice or more weekly, the user said, because it is very difficult to keep fresh meat, especially when 68% of users encounter To understand the excessive loss of frozen meat juice caused by rough meat and other issues, in the study of how to solve such pain points in the user process, the United States one-week microcrystalline fresh technology gradually surfaced.

Ning Zhi Fang analysis, the current preservation of the industry there are two main ways, but also by temperature changes to achieve, one is the use of low temperature, rapid passage through the ice crystal, although this way weakened the formation of ice crystals, but in fact The final formation of ice crystals in the thawing process will still appear the meat becomes rough problem.The second way is to pull the temperature up, pulled to soft freezing or zero temperature preservation range, this method can indeed solve part of the loss of nutrients However, there is a problem of very short storage time. For example, the freshness of zero-degree preservation takes only a couple of days, and the meat becomes rigid after more than two days of soft-freezing, so that the existing meat preservation technology can not be changed Only to solve the user's pain point, or to solve some of the pain points of the user has brought new problems in the status quo.

'What we are trying to solve is the balance between the preservation cycle of fresh meat and the preservation of nutrients, which is a disruptive technical challenge both in thinking and in the field for the industry,' said Ning Zhifang, Microcrystal a week of fresh technology uses a reverse thinking, through the three-dimensional radar temperature measurement, reverse freeze-free intelligent cooling and 'independent microcrystalline cabins, wavy three-dimensional air duct, the top of the wind back to the wind' triple design protection, Instead of controlling the temperature itself, the status of the meat is monitored by the cold, which is the way to maintain the best preservation of the meat.

Microcrystalline one week fresh technology early, the United States refrigerator R & D personnel and industry existing technology are compared, for example, now the industry's zero fresh, soft frozen, -7 ℃ crisper preservation, we fresh from the meat hardness , Mouthfeel, volatile basic nitrogen and new meat, were compared in four dimensions. The results showed that the fresh one-week microcrystalline could not only ensure the nutrition and taste of meat, but also perform well in the health coefficient, becoming the best of both worlds The history of meat preservation and nutrition preservation of the leading technology.

Trigger based on user needs independent research and development era

'With the introduction of microcrystalline a week as a core technology product, it can be said that the milestone event in the history of the entire US refrigerator industry means that we have since entered a new stage of development based on the independent innovation of user needs.' Jiangnan Analysis, Although before the United States refrigerator has a lot of good products, but these products are still more based on the industry competition-oriented, with the introduction of this technology, the United States refrigerator innovation model fundamentally changed.

'Our research is no longer at the product level, but to study the food at what time, what state is more delicious, to study the user's eating habits, so fresh products of the microcrystalline one week represents the starting masterpiece of our transformation, behind More and more wonderful products and concepts will be introduced.'It is foreseeable that Midea refrigerators are making the refrigerator into an outlet for exquisite living space and healthy lifestyles.

Not difficult to find that in recent years, the appliance industry is upgrading the product structure, brand building is one of the non-negligible part of the United States so the refrigerator R & D, marketing ideas are from the product itself to life style, the concept of health transformation, promoting the United States refrigerator brand Connotation continues to extend.Jiangnan also said that compared to the past, the style of the refrigerator low-key work through the introduction of microcrystalline a week as a core technology as a trigger point, traction brand strategy upgrade, the United States sent out refrigerator not only to solve the food preservation, But also through the refrigerator, the carrier of food preservation or media to provide consumers with the concept of science and technology fresh life brand.

Leveraging industry topics, re-definition of open-door products

Currently microcrystalline one week fresh products have entered mass production phase, following the Microcrystal a week after the conference of fresh products, the United States refrigerator plan in the first quarter of this year on the plan to market a new series of 8 microcrystalline fresh one week, as the US refrigerator 2018's flagship series Next, Midea refrigerators will be the product, marketing and communication around this series of products will launch a full range of three-dimensional combination of boxing, through these eight products in the refrigerator market can open a whole new topic, the micro Crystal fresh hit a week for the refrigerator industry caused a new tipping point.

'Over the past two years, the refrigerator industry, the phenomenon of low-cost open door obvious trend.' Jiangnan analysis, the introduction of the door refrigerator did indeed lead to the trend of the industry, but limited by the traditional product features and gradually become a low-cost choice, the current industry The cheapest pair of door price is only about 2999 yuan.Micerone refrigerators hope microcrystalline one week fresh flagship product, to build it into the industry more valuable door-to-door products, so that such products back to the high-end orbit .

According to the data from the PRC, the total retail sales of multiple-door and two-door sales in January-July 2017 reached 63.4%, an increase of 8.1 percentage points from the same period of last year. This shows that the open-door product in 2018 There is still a considerable share of room for improvement.

US refrigerator at the beginning of 2018 to seize the opportunity to open the door to the high-end market, so that consumers a week fresh crystal technology 'fresh' into the main will undoubtedly be the new year to open the door of the high-end market, with user-oriented brand Strength to lead the industry high-end transformation.