Haier Group announced last year's report card of 2017. Haier Group Vice President, China CMO Li Hua Gang January 25 revealed that last year, Haier Group, global revenue 2419 billion yuan, an increase of 20%; global profits and taxes for the first time exceeded 30 billion yuan 30.1 billion yuan, of which global operating profit increased by 41%, is expected to more than half of overseas revenue this year.
Echoing this transcript, Haier presented a one-stop, smart home solution at 2018CES in Las Vegas in early January, focusing on smart living rooms, kitchens, bathrooms, bedrooms, laundry rooms Five spaces, providing a full range of smart home appliances and services, hope grabbed the Internet of things, take the lead in achieving the wisdom of the family 'landing'.
'Card bit' smart home
Let Li Huagang pleased that Haier last year in the Chinese market slowdown, raw material costs rise, the overall revenue in China increased by 25%, far exceeding the industry level; and, to achieve the product price, market share of the double Increase, the average price of product delivery rose 387 yuan to 2,568 yuan, an increase of 18%, the share of major appliances rose 1.2% to 15.8%.
This benefited from Haier resolutely to the high-end transformation.Li Huagang told CBN reporter, 'We seldom because of the rising cost of raw materials, put the product prices directly, but try to do with high value-added things.Users have good products, Distributors have a good profit, companies have good returns, forming a positive cycle.
Casa Di is an example last year, Haier's high-end sub-brand 'Casa Di' revenue exceeded 10 billion yuan for the first time, revenue rose more than 40%. 卡萨 帝 introduced last year, oxygen preservation technology refrigerator, fiber see washing machines New products in the domestic million on the refrigerator, washing machine market in a leading position.
'Haier has invested 12 years in this regard, the first 10 years are losing money, and now finally catch up with the opportunity for consumer upgrades.' Li Huagang said that Casa Di is also the crystallization of Haier's globalization, technology standards from Sanyo, designed from Italy, Oil-free compressors, beltless motor technology from Fisher & Paykel, plus GE Appliance technology and Haier's understanding of Chinese consumers.
Li Hua Gang told reporters that in 2017, Haier sales in the Chinese market, 40% from more than two sets of appliances sales. 'From a single product to the entire set of appliances, it is very big change' .
Haier has set up a cloud design platform for users in cities and counties above the county level, the user simply enter the name of the district real estate and apartment layout, Haier can provide within five minutes supporting home appliances program. Users can even bring VR glasses to see results Figure, to choose the European, American or simple and stylish supporting programs.
'Before, the user in addition to the price nothing to talk about now, you give him a personalized program, the user no longer bargaining.' Li Huagang frankly, although Haier sales of complete sets of home appliances, not necessarily all smart appliances, but increased service capabilities It is also important to sell a complete set of smart cards, and smart home must start with a complete set.
In 2018CES, Haier built a smart living scene experience area composed of four rooms of smart living room, kitchen, laundry room and bathroom.For example, Xin kitchen refrigerator is the brain of the kitchen, which can be linked with the oven, Scan two-dimensional code traceable source of food, but also for food management, menu navigation.
'We support the Haier smart home through the U + software platform.' Haier Appliance Group, CTO (CTO) Zhao Feng told First Financial said that Haier sold a complete set of appliances, many equipped with IoT sensors and APP Software for easy understanding of user needs, 'Our software iterates once a week'.
Currently, Haier U + smart home platform, has accumulated more than 50 million users, more than 400 billion times a day to achieve the interaction.Zhao Feng explained that these interactions, some in the equipment and equipment interoperability, such as gas stove opened , Range hoods automatically open, not necessarily 'disturb' the user.
This year CES, Google Assistant, Amazon Alex almost everywhere in the pavilion, intelligent voice engine all the rage, the Internet giant to seize the wisdom of the family entrance, have allies with intelligent hardware vendors. Haier also demonstrated the results of cooperation with Amazon.
However, Zhao Feng believes that the voice assistant has a 'bubble' component because voice is only one of the entrances, not all of the entrances, for example, cooking in the kitchen, both hands are oil, gestures, voice interaction more convenient and different countries, user habits Also different, such as the US kitchen is open, the Chinese kitchen is closed, the key is that users can customize according to their own needs.
In the face of intricate competition, Haier hopes to seize the commanding heights of the IoT operating system and smart home standards. Zhao Feng revealed that UHOMOS, the Internet of Things appliance operating system developed by Haier, has been included in the special nuclear high base of the country. , There is Android on the mobile phone, IOS system, Haier took the lead in promoting the IoT operating system in 2017.
At the same time, Haier has a board of directors in the international WIFI alliance to participate in the formulation of the global smart home standard.In China, Haier is cooperating with China Household Electrical Appliances Association to formulate China's smart home group standards with Midea, Changhong, Hisense and TCL.
Zhao Feng said that Haier has accumulated a large amount of data so far since its release of the U + platform in 2014. It has become the largest artificial intelligence platform in the field of smart home, for example, users say 'open air high wind mode', general artificial intelligence platforms such as Google may Will be considered '(early, late) peak mode', and U + platform will recognize the 'high winds' rather than 'low wind' mode.Of course, Haier U + platform will also work with the Internet giant AI artificial platform for open Cooperation.
With its own smart home platform, Zhao Feng admits that 'the most important thing is to precipitate a variety of service resources. The goal of Haier's smart home AI is' smart, proactive service'.
Behind the global brand
In parallel with the intelligence, Haier is an international expansion.
Haier's internationalization is also rewarding in 2017. According to Li Huagang, overseas sales of Haier Group in 2017 reached 11 billion U.S. dollars, up 38% from 8 billion U.S. dollars in 2016. Overseas sales in Haier The Group's total turnover accounted for 47% of overseas revenue is expected to account for more than 50% by 2018.
Haier has completed its globalized layout after acquiring GE Appliances in the US in 2016. Last year, Haier officially formed six brand matrices of Haier, Casa Di, GE Appliances, Fisher & Park, AQUA and Commander in the world; and achieved Therefore, Haier achieved strong growth in the markets of the Americas, Europe, Australia and South Asia several times higher than the growth rate in the local market last year.
At present, Haier has 108 factories in the world, of which 54 are overseas, with an annual capacity of 20 million units.Hai'er refrigerator business accounted for more than 70% of the total revenue of the export, which was held on November 16 last year, opening ceremony.
At the same time, Haier has 10 R & D centers in the world, of which 8 are R & D centers overseas, including the United States, Germany, Mexico, India, New Zealand, Japan and South Korea respectively. Haier has 66 marketing centers around the world and 24 Overseas.
Haier's cross-border mergers and acquisitions have been successfully integrated and benefited from the effective promotion of their "one man and one man." As Zhang Ruimin, chairman and chief executive officer of Haier Group, said, the "one man and one man" model is like salad dressing, Home appliances, New Zealand Fisher and Parker, Japan's Sanyo original corporate culture, to stimulate the enthusiasm of staff to meet the individual needs of users. Such as Haier refrigerator freezers intelligent temperature preservation technology, is from Japan's Sanyo engineers.
In 2017, GE home appliances revenue growth of more than 10%, the growth rate more than a few years ago.In the first three quarters of last year, GE appliances accounted for Qingdao Haier revenue, net profit of 30%, and last year the two sides as many as 142 collaborative projects, Collaborative is expected to value 55 million US dollars, including high-end refrigerators in Haier GE home appliances to enter the US market, part of GE's production orders transferred to Haier China base production.
Haier in the country there is a 'all Chuanghui' platform, designed to absorb the personalized user needs and personalized customization needs in the United States, together with GE Appliances, Haier also built a similar platform 'First Build', gather ideas both inside and outside the company And Maker Maker, 'First Build' has so far introduced innovative products such as ovens that can serve 2 minutes of pizza to everyone who participates and who benefit from it.
In fact, Haier is building an open innovation system covering R & D center, innovation center and innovation partner community three levels, including Haier's 10 global R & D centers, as well as Israel, the United States Silicon Valley and other places of global innovation center, Innovative global network of collaborative sharing of information, 'InnoGet', 'First Build' and other innovative communities are to attract users and social resources are also involved in product development and design.
Wang Ye, vice president of Haier's home appliance industry group and global general manager of R & D, said that Haier has 10 + N research and development centers around the world and more than 4,000 R & D resources are devoted to R & D of innovative platforms every day.
Although China is the world's largest exporter of home appliances, most of them are foundry-based, with only 10% of their own brands, of which 80% are Haier brands, while their own brands require differentiated products and core technical support. Wang Ye said Haier has over 9,000 patents overseas, 60% of which are patents for inventions. 80% of the international standards for home appliances come from Haier.
Li Huagang believes that 'building an overseas brand requires core technologies, manufacturing capabilities, and ability to grasp the needs of users is the number one.' 'Haier continued to obtain user needs through the U + platform and the COSMOPlat intelligent manufacturing platform, and through the platform of micro-stores.
Chen Haicheng, vice president of Haier's home appliance industry group and the general manager of supply chain, revealed to CBN reporter that the core of Haier's COSMOPlat intelligent manufacturing platform is shifting from 'mass manufacturing' to 'mass customization' to attract users to participate in product R & D, manufacturing, The entire process of marketing to meet the needs of personalized custom.Currently Haier eight interconnected factories in the country, 69% of the products do not need to enter the warehouse, directly to the user's home. 'Overseas, Haier has built a Russian refrigerator Internet factory, the Thai washing machine refrigerator Internet factories, air-conditioning immediately in the United States to build factories, interconnection plant model will be extended to the world.
The goal of COSMOPlat intelligent manufacturing platform is to become the third pole of smart manufacturing in the world.Chen Lucheng said Siemens Predix platform on behalf of German Industry 4.0, and General Electric MindSphere platform on behalf of the United States Industrial Internet are To B, while Haier COSMOPlat To B's, and more To C's, are mass custom industrial ecosystems that have attracted 310 million end-users worldwide, 3.83 million registered companies and 20.2 million devices.
On December 6, 2017, the New York Institute of Standards and Standards, headquartered in New York City, USA, passed a proposal that Haier led the standardization of mass customization requirements.
By Internet of things 'host'
In the era of Internet of Things, the bells are more and more loud, and on the 2018CES, Samsung and LG have all further demonstrated the strategy of the Internet of Things and smart home scenarios. Haier's in-depth layout in an intelligent and internationalized world is yet to be seen .
Looking to the world, the white goods industry, the United States, Haier, Gree, the three major Chinese white giant revenue size in 2017 has surpassed the United States Whirlpool, Sweden Electrolux and other European and American rivals.However, if with Samsung, LG, Panasonic Compared to these Japanese and South Korean integrated electronics companies, there is still a certain gap in the revenue scale of China's Big White.
From a listed company, Haier Group's controlling stake in Qingdao Haier (600690.SH) in 2016 to achieve revenue of 119.066 billion yuan; revenue in the first three quarters of 2017 more than last year, benefiting from the consolidation of GE home appliances business, revenue of 119.19 billion yuan, A year-on-year increase of 41.27%, while net profit of 5.68 billion yuan, an increase of 48.48%. At present, Qingdao Haier's market value of about 125.7 billion refrigerator refrigerator, washing machine business accounts for about half of Qingdao Haier's revenue.In addition, air conditioning, kitchen Electrical appliances and small appliances, GE appliance business.
In addition, Haier Electric (1169.HK), a subsidiary of Qingdao Haier, realized revenue of RMB68.385 billion in 2016; revenue of RMB57.488 billion in the first three quarters of 2017, representing a year-on-year increase of 25.4% and net profit of RMB2.38 billion, an increase of 25.6% At present, Haier Electric has a market capitalization of about 75 billion Hong Kong dollars (about 60.6 billion yuan) and its main businesses include washing machines, water heaters, channel services and logistics.
In other words, Qingdao Haier and Haier Electric's market capitalization of a total of about 186.3 billion yuan, mainly to white goods and channel logistics business.And if compared with Samsung Electronics, Samsung Electronics business covers mobile phones, color TVs, white and upstream memory Chip, display panel business, can be said that a broader product line, the industry chain longer, so revenue, profit, higher market value .In the third quarter of 2017, Samsung's operating profit reached 14.5 trillion won (about 845 billion RMB); in November 2017, Samsung Electronics has a market capitalization of more than 320 billion U.S. dollars.
Of course, simply look at refrigerators, washing machines and other large white business, Haier's global market share is more than Samsung.According to Euromonitor International's data, Haier has won the world's largest white market share for nine consecutive years, Haier's share of 10.5 %, LG, Samsung, Whirlpool subsequently, share of 6%, 5.3%, 4.6%.
When interviewed by reporters from Europe, North America and Japan, Europe and the United States have noticed that the brands of Japan, Europe, Japan and South Korea still dominate the high-end home appliances market in developed countries. Haier has accumulated the potential of smart home layouts and global brand R & D networks to further leap into Higher industry status, the Internet of things is a rare opportunity.
Therefore, at the Haier Group Innovation Annual Meeting in early January 2018, Zhang Ruimin proposed that Haier be the first to detonate the Internet of Things in 2018. He said that in 2016, it was defined as the first year of the Internet of Things and experts predicted that the Internet of Things economy would be 2019 or 2020 Year detonated, Haier based on the first to enter the man-in-one model of change, put forward more competitive goals.
Zhang Ruimin said that Haier has established a social contact network of ecological communities, including 100,000 houses in the city's Lejia Inn, 100,000 rural water stations and 100,000 micro-micro-cars. Each contact network has a small butler Haier Interacting with the user and continuing to iterate on the user experience, he finally said, 'No action in one fell swoop, come to naught,' and therefore encouraged employees of Haier to make a big splash.