'7 days frozen meat preservation', the United States recently opened the world's first refrigerator of fresh science and technology - fresh one-week microcrystalline, the United States opened the refrigerator in 2018 technology innovation and product upgrades of the first shot.
The transformation from a home appliance business into a global technology group is the strategic target set by Midea Group in March 2017. The release of the "Microcrystalline One Week Fresh" Preservation Technology indicates that Midea's refrigerator has taken the lead in making the transition to technology. Refrigerator products so obvious? US general manager of the refrigerator division of Berlin believes that this is closely related to the era of consumer upgrades.
Optimize the structure to provide a better product
After the exit of home appliances to the countryside policy, the refrigerator industry has entered a stable period of development, in order to compete for market share, major manufacturers through cost control, continue to provoke a price war, resulting in a large number of homogeneous products on the market.However, the 2017 raw material prices Suddenly soared, so that high-intensity price war to the end.
In the view of Berlin, the low-cost growth model has been unsustainable, we must give up the dependence on low prices.Facing the prevailing market, the United States took the lead in identifying a new growth path - return to the nature of business, focusing on user needs, optimizing products Structure, accelerate new iteration, to provide users with better products.
70% of users buy refrigerators because of consumer upgrades, the findings from a front-line survey of Berlin excited, because it shows that the pursuit of cost-effective way, can no longer meet the new consumer demand.At the same time, it also means that the price is not Then the most important consideration for consumers, because the low price does not lead to the improvement of quality of life.
In the trial of product structure upgrade in 2017, Midea's refrigerator has achieved initial success in its transformation and innovation.According to Orville's cloud-based monitoring data, Midea's high-end products such as the refrigerator's four-door and two-door refrigerator account for 41.4% of the mid- YoY increase of 21%.
'In 2018 we see a clear opportunity to drive better unit prices and business growth with better products.' 'Berlin said due to cost considerations, the pressure of price war has made many of the technologies that make the U.S. refrigerator difficult to be Commercialization.But the current situation has changed, consumers put forward higher requirements on the function of the refrigerator, the younger generation of the price factor is not so sensitive, so the United States refrigerator storage technology in the past come into play.
Innovative technology to fresh to a new height
As the price war shifts to technology upgrades, this technological reserve advantage quickly becomes apparent. Within the United States, there are about one hundred teams specializing in research and development of refrigerator-related technologies. R & D topics do not have immediate market value and they do not have KPIs. Their R & D orientation gives them the opportunity to take the forefront of even the abstract research and development vision, and when demand comes, these reserves of technology can quickly be used for commercialization.
The world's first 'microcrystalline one week fresh' is one of dozens of R & D projects in fact this technology has been stored for three years, in 2018 with the release of the first US strategic BCD-630WKGPZV refrigerator, which took three years Accumulated technical strength to break out.
'The technology I understand is to help users improve their lives, not to be high above them.' 'Berlin says the birth of' Crystalline One Week Fresh 'is a masterpiece aiming at pain points, due to its profound insight into the needs of users in the past years.
Through research, the United States found that there are three major points of meat frozen preservation: preservation aging is short, it is difficult to keep fresh; thaw for a long time, can not cook that cut; nutrient loss fast, meat taste is destroyed. Let meat ingredients both 'Chilled Not frozen, ready-to-eat fresh meat 'and' long-term preservation of the week, nutrition is not lost 'the desired effect of precise control of temperature, intelligent perception of food temperature is particularly high, otherwise it will freeze or degenerate.
In an effort to find innovative technologies that break fresh meat, R & D staff moved labs to the kitchen and used the most immediate usage scenarios to observe the entire process from the consumer's purchase of ingredients to cooking. During the test, tons of Meat and tens of thousands of chicken, lasted more than three years of research and development, the United States the world's first anti-freeze law to send cool technology, this cutting-edge innovation and technology to fresh to a new level.
'The United States never take the cost of the first consideration, so the new product was able to use a large number of new raw materials and advanced technology to achieve a breakthrough in product differentiation' Berlin said that under the guidance of the global technology group strategy, Returning to the study of consumer needs, it is important to translate the understanding of refrigerators and foodstuffs into the best products to create the best experience beyond what users expect.
Berlin said that in the first half of 2018, Midea refrigerators will introduce more 'science and technology fresh life' technology-led good products, will also be to the outside world to show more expectations of confidence, open new changes.