Beauty's refrigerator Gan Yonghe: ALLINSIDE, Fridge becomes more friendly

Following the release of 'Microcrystalline Fresh' Refrigerator Storage Technology at the beginning of the year, at the China Household Electrical Appliances and Consumer Electronics Expo (AWE2018), which opened on March 8th, Midea Refrigerator released the AI ​​Smart Refrigerator and launched the world's first high-end ALLINSIDE AI smart flagship product. - BCD-750WGPZV.

'Refrigerators have become more friendly', for the core changes brought about by this technological breakthrough, when accepting an interview with the China Power Grid reporter, the Deputy General Manager Gan Yonghe of Refrigeration Division of Midea, the technical expert concluded that this was proposed by Midea Group. The 'user-centered' thinking shift is a good fit.

Midea Deputy General Manager of Refrigeration Division Gan Yonghe

Refrigerator becomes more friendly

Since 2015, Midea’s refrigerators have begun to make smart popularization. In 2016 and 2017, they have made two upgrades. This time, the beautiful refrigerators let the smart enter AI+, which is 4.0. Gan Yonghe explained the beauty behind the AI ​​smart refrigerator. Business thinking, 'We want to make smart start to truly change your life, or unknowingly enter your life, so that your quality of life is very significantly improved. We define this product as ALLINSIDE, which means let the refrigerator have Ample volume, functional space, so that everything in the house can be placed inside.

Taking ALLINSIDE AI's flagship new product as an example, this 'bigger' with 750 liters of storage space has achieved an unexpectedly high level of fine storage. Its two core strengths are ALLINSIDE Fresh Space and AI Smart Food. housekeeper.

With a capacity of 750 liters, all foods in the home, used, and refrigerated and fresh, can be placed inside. For example, automatic humidity control function, keeping ingredients, food, fruits, vegetables, and optimum humidity for storage. The elderly and children have a weak stomach and can maintain a comfortable temperature for beverages. There is also a wine collection area for the storage of tropical fruits (or high-end fruits). Seasoning boxes, special storage areas for medicines. Built-in HD anti-fog camera Millisecond accurate identification of ultra-500 kinds of ingredients. 21.5-inch high-definition smart screen to achieve online shopping, nutrition and health management, food management and other intelligent experience, this Zhiping adopts an implicit design, you can see when you wake up, do not need When combined with home and decoration.

The direction of intelligentization has become the consensus of home appliance companies. According to Zhong Yekang's digital display, the sales penetration rate of smart refrigerators in 2017 is 13%. It is expected that the penetration rate of smart refrigerators will reach 38% in 2020. According to Gan Yonghe, the smart refrigerator in China Development is far ahead of the world. China's smart refrigerators account for 80% of global smart refrigerators. US smart refrigerators currently account for more than 45% of the Chinese market, and high-end smart refrigerators account for 25%-30%.

Midea AI Smart Refrigerator Launch Conference

Smart refrigerator activation rate needs social support and collaboration to enhance

However, it is undeniable that although smart refrigerators are in a state of popularity as technology advances, but the user activation rate is low, Gan Yonghe admits to reporters that the activation rate of smart refrigerators in the US is currently 12%-15%. about.

'From an industry-wide perspective, it is not that our products are not grounded. In fact, our products currently have the ability to improve the quality of life'. Gan Yonghe analyzed that the fundamental reason for the low activation rate is that the social support and coordination is not perfect. The refrigerators in the United States have matching partners in major cities across the country. For example, they cooperate with Boxma Fresh and Jingdong Fresh. However, the development of the whole fresh food industry is still slow. This is mainly related to the structure of China's fresh consumer groups.

This is a paradoxical and interesting phenomenon. Many times, it is not the young people who are in charge of fresh food at home, and they are old men. They are weak in this demand. Shopping and visiting the food market are part of life for retired people. For young people, they like to buy more quickly. For example, they need to sleep late on weekends, and there is no way to go shopping with children. When they are out of traffic, they can place a single order. However, when the elderly are at home, the elderly will put the refrigerator in It's full.

'We went to visit many families. There are two kinds of users, some living with the elderly, parents with children, and some are not living with the elderly on the surface, but only two blocks or two communities separated, and their refrigerators are full. full. '

It is the similar user visits and research that determine and inspire the current U.S. refrigerator product and technology innovation.

'User-centric' technology innovation

At present, the refrigerator of the United States has a research and development team of 100 people. Among them, there are 30 R&D personnel who specialize in user research and do different research for different types of people.

For example, the future silver economy is the old people. There are also second-born families, including big families with parents and children. The third category is that although they do not live together with their parents, they can eat together and may be together on weekends. You only have ten minutes to go and the old man helps you to cook. The fourth category is also the people who work very busy. For example, many people work in Beijing and Shanghai. They don’t spend much time at home and what their needs are. As long as there is a demand, our responsibility is to satisfy the customer's needs, make the customer feel the convenience of life, the beauty of life and comfort.'

At present, the refrigerator in the United States has been fully transformed to a new concept of 'user-centered'. The general manager of the refrigerator division of the United States, Berlin, once confirmed to the China State Grid Corporation reporter that 'Microcrystalline Fresh' refrigerator release technology was released.' Midea refrigerator development products are more from the perspective of the industry, from the distribution of the entire industry products to fill or upgrade, if we still follow this line of thinking, product homogenization may be higher and higher, and now become a train of thought, is really Start with the pain points of the consumer.

'User-centered' has brought about changes in product structure and technology upgrades. These factors have contributed to the best performance of the refrigerators in the United States in 2017. According to data provided by Ovid Cloud, 2017 1- In November, the sales volume of Midea’s refrigerators increased by 28.6% year-on-year, the sales growth rate hit a new high in the past five years, and the domestic market share ranked second. Exports have successfully defended the industry championship.

The outside world often compares the top two companies in the industry. Gan Yonghe observes with calm and objective observation that currently there are basically no differences between the top two in the industry. Everyone is at a level of ability, but the core is who can continue to focus. Who can be more serious and who can persist more. 'If everyone is willing to continue to invest, I believe that will maintain a very advanced nature. At present, the United States has been immersed in doing things for years, that is calm down and conscientious, down-to-earth to do things Every technology, every product, hopes to be solid, and they all want to build up."

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