The refrigerator has been invented for more than 100 years. In the past, a refrigerator made by European, American or Japanese or Korean brands means quality and technological sense. But now when we talk about refrigerators such as preservation or smart interconnection, we all think of Haier and other Chinese brands. In January 2018, the world’s authoritative research organization Euromonitor International released the global refrigerator share list in 2017. Haier’s refrigerators ranked first in the world with 17.3% market share for 10 consecutive years, and Haier’s market share was approximately equal to the second to fourth. The combined market share of LG (6.9%), Samsung (6.1%) and Whirlpool (4.6%), and its huge market share, proves that Haier refrigerators have become the world's refrigerator industry with leading rhythm innovation. The world refrigerator industry has already entered Haier. Leading the 'Chinese era'.
World refrigerator industry iterated, Haier leading into the 'Chinese era'
Since the birth of the first refrigerator in the United States in 1918, this year has gone through a full 100 years. Still remembering in the movies of the 1960s and 1970s, you can still see the use of gas-powered refrigerators in homes. In this 100-year period, First, European and American brands used the first-mover advantage to monopolize the market. Their products met the progress of human beings from scratch. Even if it was an early-risk gas refrigerator, it was a great step forward. By the 1980s and 1990s, , Japan's household appliances suddenly emerged, Panasonic, Toshiba, Sony ... ... Japan's refrigerators known for their durability have rapidly occupied the market, the refrigerator industry began to switch from the era of Europe and the United States to the Japanese era. When the time entered the 21st century, China's home appliance brand It is quietly rising. In recent years, the market share of the brand Haier has reached an overwhelming advantage. In the past 10 years, it has reached the first share. In 2017, Haier’s market share reached 17.3%. Sex advantage, the refrigerator industry officially entered the Chinese era.
For the first time in a row for 10 years, the share of the most recent year is the sum of the second to the fourth. What are the passwords behind these two numbers? European and American brands are attacking cities and rely on the process from scratch. When Japanese manufacturers are in full swing, , is relying on a durable quality magic weapon. And in China, its most important secret is innovation, followed by user demand for innovation. It can be said that Haier as the representative of China's refrigerator industry, has gone in the refrigerator industry innovation Chaotou. In terms of the number of disclosure patents for inventions in the refrigerator industry in 2017, Haier has 708 pieces, and the total of Siemens, LG, and Samsung does not reach one-third of Haier. Haier's emphasis on innovation is evident.
Why can the Haier model win the competition?
An article published recently in The New York Times also shows this trend. This article not only announces that the refrigerator industry has entered the Chinese era, but also includes the 2017 global refrigerator list of the world's leading authority, Euromonitor International, which includes Wenshou's series of data. Japanese brands known for their quality and durability, why did they retreat in this refrigerator fight? Why are the quality and durability features no longer relevant today? After all, the user’s pain points are Do not blame '.
In the era of refrigerators in Japan, refrigerators are relatively scarce products. Not every household has its own conditions. Therefore, users pay special attention to the durability and reliability of refrigerators. This is the actual pain point of users at that time, and Japanese brands are compatible with this. Pain points, and therefore can be popular. But over time, when the refrigerator began to fade out of the 'household piece' and become a daily consumer product, the user's pain points began to gradually shift, coupled with the reliability and durability of Chinese brands are also constantly Progress has already reached a level with Japanese brands. Therefore, the degree of attention of users has undergone a complete shift, and the angle of shift is self-centered - what products can satisfy my needs for a healthy life, and what products can satisfy me? Personality needs, I will choose who. Under the promotion of this demand, the refrigerator industry began a rapid iterative process, because the user's needs change will be very fast, the requirements will be higher and higher, a move is already not workable .
Therefore, in the iterative acceleration cycle of the refrigerator industry, Haier's technological innovation model can more timely meet consumer needs and solve the pain points of consumption. With the world's top ten research and development centers, Haier can achieve rapid response to the global users' pain points. Haier's 10+N model. Under this model, Haier can quickly break even if some user needs cause technical problems. This is inseparable from Haier's underlying technology accumulation and bold innovation in products. There are six major brands that can complete the entire scene and refine their coverage. No matter which level the user needs belongs to, they can all be satisfied by the final product.
Take the Haier Full Space Fresh-keeping Refrigerator Feast Series at 2018 AWE Show, this product is typically developed for the user's latest pain points. In terms of space, it has developed and invented a dual-dry zone, a dual wet zone drawer, and will , The fresh storage space in the wet area has been expanded to 30L and 60L respectively; the drawers in the freezer room are raw and cooked, and the fish drawers are used to achieve delicate storage according to different ingredients, providing users with a fresh supermarket-like storage experience like a home-made ingredient. Technically , The precise control of dry and wet storage technology installed in Haier's refrigerated room enables accurate refrigeration and preservation of fruits and vegetables and dry goods by accurately positioning the temperature and humidity. The freezer passes the first intelligent constant temperature technology to intelligently adjust the time during which the tuyere closes and the temperature fluctuates. Reduced by 45% to ensure no loss of nutritional ingredients.
Every technological innovation will be mentioned, but how to achieve technological innovation is the key to success or failure. The success of Haier Refrigerator is not only a victory in technological innovation, but also a victory in the single-person model innovation. It is the employee of Haier. People pay attention to users and think for the users. Only in this way can the pain points be successfully transformed into technological innovations. Ultimately, the double value will be maximized. It can be said that the reason why the Haier era was opened is inseparable from this model.
To meet the Internet of Things, the leader should bear more
With the advent of the Internet of Things and artificial intelligence era, home appliances are transforming the simple life of production aids into a super-entry to generate demand for data in real time, while refrigerators are transforming from a traditional home appliance to a smart kitchen center. , The user's diet health, food preferences, and even shopping needs, the refrigerator is crystal clear. When the refrigerator completely completes such a role change, then the user's needs will be more complex and change more quickly. Before and after weight loss The demand for refrigerators may change. How to meet this new era from the perspective of technological innovation is the challenge that the global refrigerator industry must face.
Just like the players wearing yellow jerseys in cycling, the trophy needs to overcome greater air resistance, and it requires a lot of talent and hard work to achieve it. As the world leader in the refrigerator industry, Haier is now wearing a jersey. The role of ', has the responsibility to lead the entire refrigerator industry to continuously upgrade and evolve, constantly redefining and inventing the refrigerator, so that the world recognizes the charm and value of 'China's intellectual creation'.