On March 8, one of the world's largest home appliances and consumer electronics show, the 2018 China Home Appliances and Consumer Electronics Expo (AWE2018) opened. On that day, more than 800 well-known domestic and foreign home appliances and consumer electronics companies unveiled on the same stage. The company's Yanwu Stadium showcased its latest innovations and technologies. As a leader in the high-end clean appliances industry, Lake not only showcased its full range of products at this year's AWE, but also launched a new vacuum cleaner designed specifically for female users. Jie M8 Lite, for a time attracted the attention of numerous audiences at home and abroad and high-frequency media exposure.
Assistant President of Leike Electric and General Manager Chen Zisheng of Independent Brand Division Interviewed by China National Grid
During this AWE, Assistant President of Lake Electric and General Manager of Independent Brand Group Chen Qisheng received an interview with China National Grid. He gave an insightful analysis of the clean electrical product innovation, market competition, and the future development of the air purification industry. , And briefly introduced the strategic layout of Lake Electric in 2018.
Bring a full line of products to the debut Lake shines AWE2018
Vacuum cleaners, air purifiers, water purifiers, and air conditioning fans. The range of products Leike Electric displayed during this year's AWE is plentiful, but it's not hard to find even a glimpse of it. The products of Leike are clearly differentiated from other products. The difference.
AWE2018 Lake Electric Booth
Chen Haosheng said that Leike has always advocated innovation, so all of Leike's products have some distinguishing features compared with the products on the market. For example, Leica created a new category based on the characteristics of Chinese consumers - more vertical The function vacuum cleaner is lighter in use, the product is ergonomically designed, and the gripping experience is better; the Piken spring desktop is free of intelligent instant water purifiers, allowing the user to place the water purifier in the living room, bedroom, In different usage scenarios such as office space, and can instantly meet users' different water temperature water requirements, TDS intelligent detection allows users to 'see' water quality; Lake smart air conditioning fans not only achieve a soft natural wind output, but also target different physical populations. Designed with different wind-sensing settings, the 17-meter long air supply distance and the 360-degree rotating fan design have also added to this product a myriad of consumer acclaims.
Lake launches vacuum cleaner new Mage Lite M8 Lite
On the opening day of AWE2018, Lake held a new product launch and launched a vacuum cleaner for female users. The M8 Lite is a vacuum cleaner with a weight of only 970g, which is equivalent to the weight of two bottles of 500ml mineral water. The vacuum cleaner can be easily pushed on the floor. This vacuum cleaner can be made so light, the secret is that its motor weighs only 170g, which is more than 30% lighter than the average motor in the market. This small and powerful 'heart', Let Lake Mighty M8Lite vacuum cleaner to take into account the light dexterity and sucking power.
Not only that, for pet owners who have pets everywhere that are difficult to clean and clean during daily cleaning, this vacuum cleaner uses a ground brush anti-wrap technique independently developed by Lectra to automatically pull hair from the roller brush during the vacuuming process. Comb, separation, suction dust box, rolling brush on the ground rolling suck hair without winding, effectively reducing the brush to clean up trouble.
Leica vacuum cleaner new Magic M8 Lite
Chen Haosheng said that this vacuum cleaner is based on sufficient market research and designed for users to use pain points. In his opinion, vacuum cleaner technology development and product innovation are often men, but in fact the actual use of vacuum cleaners is often female Users. 'The core of the product released this time is to focus on the characteristics of consumer use, combined with our current technology, to make consumer experience better.'
Adhere to differentiated innovation and consolidate market leadership
In the domestic market, Lake is almost synonymous with high-end clean appliances. However, as the market demand for high-end clean appliances continues to unwind, more and more home appliance companies are beginning to increase their presence in this area. This huge potential market cannot be Avoid fierce competition.
In this regard, Chen Xisheng said, 'As long as there is competition in the market, this is unavoidable.' However, in the face of a strong enemy's market environment, Chen Haosheng appears to be confident and determined. 'First we target the customer population. They are not the same. 'He said, 'We compete through product differentiation and do not compete for product homogeneity, that is to say, any of our new products are products that are significantly different from the traditional products on the market.'
Ni Kugen, chairman and president of Lake Electric, once said in an interview with China National Grid that the most effective product innovation is disruptive innovation, and Lake has long established a fundamental idea of innovation, that is, all innovations are from the perspective of users. Must be explicit innovation, is the innovation visible to consumers.
It is based on this differentiated, disruptive and innovative concept that every new product launched by Leica will definitely become an explosive product on the market. For example, the Mage series M8 with a large suction vacuum cleaner and the M9 with a vertical multi-function wireless pet cleaner will be awarded one after another. The China High-end Home Appliances and Consumer Electronics Red Top Awards vacuum cleaner category awards, M9 also won the AWE Aipulan product award at this year's AWE Ai Pulan award ceremony.
Lake copied this theory from the vacuum cleaner to the field of air purifiers and water purifiers respectively. Each copy was without exception gaining the expected success.
According to Chen Shengsheng, there are nearly 700 engineers who are responsible for product R&D in Lake Light. This large R&D team provides talent and technical guarantees for Leica’s product innovation. Each year, Lake’s R&D expenditure accounts for more than its sales. 5%, which is considered a very high investment in the industry.
Differentiated innovative ideas, large R&D team, high R&D investment, helped Lake lay a leading position in the clean electrical industry.
In the entire process of competition, differentiated competition is the core of everything. All differentiation, whether it is positioning differentiation or product differentiation, is based on the originality of innovation. Only when there is innovation can there be differentiation. It must be a feature of the product's individuality to support such differentiation. 'Chen Haosheng stressed.
Optimistic about the net-empty market, pushing the industry into the 4.0 era
Among the various businesses of Leica, vacuum cleaners are the most important contributors to revenues, followed by air purifiers. The air purifiers that exploded during the past few years due to the raging haze of fog, with the air in northern China last winter The apparent improvement in quality has caused unexpectedly no market blowouts. As a leader in the air purifier industry, how did Lake perform last year?
Chen Xisheng said that the air purifier of Lake still achieved a year-on-year growth last year, because Lake had done the whole marketing process in every day of the year 365 days, and did not rely on the hazy weather in winter.
He divided the past history of the air purifier industry into three stages: In the 1.0 era, consumers did not have any need for air purifiers, and they did so. This caused the entire air purifier market to be very chaotic, and various sources of capital rushed into the air and net industry; With the implementation of the new national standard "Air Purifier" (GB/T18801-2015) in March 2016, the air purifier industry entered the 2.0 era. Companies have developed technologies around the clean air volume (CADR value) of air purifiers. Competition; In the era of Air Purifier 3.0, intelligent technology was grafted onto vacant products, and air quality could be 'visible'.
However, Chen Yusheng pointed out that no matter which era, it is based on two characters: haze. “When there is no fog, everyone has no direction. This is the result of the lack of sufficient awareness and education in the previous period. This result For the air purifier industry companies need to actively re-face.
In Chen’s opinion, the air quality in Japan and developed countries in Europe and America is no worse than in China. However, the air purifiers have a high penetration rate. Because air purifiers are in demand for them, this demand is not based on smog. They There are some personalized needs.
'We are working hard to push the air purifier into the 4.0 era. We aim at subdividing people and do some sub-categories for professional features. 'Chen Xisheng, for example, has developed unique examples for specific consumer groups such as children and allergies. Features, differentiated features of the product.
After China's consumption upgrade, consumers have increasingly higher quality requirements for every detail. At this time, air purifiers give better quality to the needs of some professional segments in the quality of life, and consumers are willing to accept it. And pay bills. 'Chen Yusheng said that in response to this, companies must solve the pain points of consumers from the technical point of view. From the aspect of market education, they must return to the stage and process of rational education. Based on these two points, the air purifier will not be in the future. It is an explosive growth, but it will enter a stage of stable growth.
2018 Strategic Layout: Product Innovation Digging Channels
According to the 2017 annual performance report released by Lake Electric, in 2017, Lake achieved a total operating income of 5.7 billion yuan, an increase of 30.46% year-on-year. The ability of Lake to produce this brilliant report card was due in large part to its own brand in the past year. In 2017, vacuum cleaners, air purifiers and water purifiers became the troika driving the growth of the company's performance, the optimization of dealerships through Laker, the upgrading of terminal stores, the strategic cooperation of channels, etc. Online and offline synchronization. With force, the sales of independent brands increased by nearly 100%.
In the interview, Chen Haosheng also briefly disclosed the strategic layout of Lake in 2018. For different businesses, Lake will be strategically targeted and can be summarized into two main lines: product innovation and deep farming channels.
Chen Haosheng said that in the first half of this year, Lake will also release new vacuum cleaners. These new products will usher in technology upgrades in motors and other areas. In his view, the needs of future consumers will become more and more individualized. Personalized needs, companies need to continue to innovate. Therefore, Lake in the product to 'update constantly'.
In addition, at the channel level, Lake will further deepen the vacuum cleaner sales channels. There were previously some weak areas and this year will be further added. In recent years, Lake has focused more on offline, and will increase marketing efforts online this year. There is a high degree of development online.
As for the water purifier business, Chen Yusheng believes that although the Pik Wanquan water purifier has achieved good results in the past, the channel is relatively narrow. This year, for online and offline channels, including commercial channels, it will be Quan Quan made a big expansion. 'Before Biyun Spring was doing a better job in TV shopping channels, it is time to do a deep plowing and extension of these channels.'
Chen Haosheng further stated that Lake's business in air purifiers will be a process of redefining and re-deploying at the product level. 'That is to say, some new improvements and improvements will be made in the aspect of differentiated consumer appeal for product identity. , To do more detailed operational work on the rational level of market education.