Promoting the transformation of Chinese manufacturing to China, China's speed to China's quality change, and the transition of Chinese products to Chinese brands. Four years ago on May 10th, General Secretary Xi Jinping’s “Three Transformations” important discourse was proposed, from the perspective of the overall situation and strategy. , It indicates the direction and path for improving the quality and efficiency of economic development. On May 10 last year, the Chinese Brand Day was born. Now, the second Chinese brand day is approaching.

In the transformation of the industrial economy from the expansion of expansion to the intensive and intensification of scale, from the speed of scale to the transformation of quality and efficiency, the output of good products has become a necessary path for the development of enterprises. Many people may not know, Since 2000, more than half of the Fortune 500 companies have disappeared from the list, and the ever-changing industrial environment has always promoted the continuous evolution of the competitive landscape. The regulars in this list, Midea, are still persistent. Upwards, the arrival of the second Chinese brand day, increasingly highlights the brand value of the United States.

According to the “Fortune” World Top 500 list in 2017, Midea ranked 450th, up 31 places from last year; at the same time, according to the Forbes 2017 Global Enterprise 2000 list, Midea ranked 335, up 67 from last year. In the CCTV 'National Branding Plan', Midea was re-elected TOP10. 50 years ago it was a small township beauty workshop. Following the reform and opening up with continuous self-improvement, it achieved a transition from a national brand to a global brand. The transformation of the United States, and the growth of the United States brand, also reflects the era of drastic changes.

From national brand to global brand

The beauty company has a lot of labels, diversification, division model, capital acquisition, overseas brand creation, internationalization, and user orientation. It's just like a thousand people have a thousand Hamlets. However, there is a point that most people can understand the development history of the United States unanimously. That is, no matter how the environment changes, the United States can always achieve rapid development in times of relocation. In fact, market sales are the most important for enterprise development. Persuasive reference.

The amount of RMB 69.738 billion was up 16.7% year-on-year. This is the revenue data handed over by the United States Group (SZ.000333) in the first quarter of this year. I am afraid that many people certainly did not expect that the United States' group would only be able to catch up with the operating income for a quarter for more than a decade. For the entire year, the total revenue in 2017 was 241.9 billion yuan, a year-on-year increase of 51.35%. At the same time, the market value of the listed companies of Midea Group continued to innovate.

Behind the data envied by many companies, various types of products of Midea Group are continuously recognized by users and are constantly sought after by the capital market. Taking the online platform which has been in rapid development in recent years as an example, Midea’s in this business area Late start, but now the United States is the domestic market e-commerce platform sales of the largest home appliance companies, its online sales of the main 15 categories in the proportion of the first position; and online under the 12 categories are In the top three positions in the industry.

What is rare is that Midea’s sales in the global market are also growing rapidly. Among the revenue of 241.9 billion yuan in the 2017 financial report, overseas income exceeded 100 billion yuan, accounting for 43.19% of the total. In the previous year, Midea's overseas revenue is 64 billion yuan, accounting for 40.25% of the group's revenue. It can also be seen from these data that the overseas sales of Midea's products are not only the rapid increase in market size, but also in the proportion of its own operations. It is also expanding.

The data can also reflect that Midea is in the process of upgrading from a local brand to a global brand. Midea’s products are recognized by more and more global users, and its brand image is also recognized by global users. The world’s largest The “Top 20 BrandZTM Top 100 Most Valuable Chinese Brands” annual ranking released by the Communication Services Group WPP, the United States rose to 26th place in the rankings, ranking the highest ranked household appliance brand on the list for three consecutive years; Selected as one of the Top Ten Listed Companies in China by CCTV. Today's Midea supplies more than 400 million products to consumers around the world, covering more than 30 product categories that are closely related to everyday life. Midea is the world's brand that provides people with the most home appliances. one.

In fact, only the globalization of the market can support the globalization of the brand. Many years ago, Midea Group has written global operations into one of the three major axes of enterprise development. At present, Midea Group has more than 135,000 employees worldwide. Employees, 200 subsidiaries, more than 60 overseas branches and 12 business units, sales and operation agencies reached 24, and overseas operations involved 22 settlement currencies.

From home appliance brand to technology brand

The outside world has already been familiar with the three strategic axes of Midea Group, namely, “Product Leading, Efficiency Driven, and Global Operation”, which gives a clear methodology to its business development and market sales. At the same time, Midea has been promoting “Smart Home”. +Intelligent Manufacturing's Double Wisdom strategy, these all provide ample amount of change for the upgrade of the US brand.

China's manufacturing industry, including household electrical appliances, has survived the stage of channel competition and marketing competition. The competition in industrial development has been dominated by products and technologies. Regardless of the extent to which the industry has evolved, users have been facing new technologies and high-quality products. The enthusiasm for a brand new experience has never changed. What's more, the user’s awareness of the product has grown to an unprecedented level. As a result, products and technologies have become the core drivers of brand development. This is similar to a Chinese brand like Midea. The reason why we can grasp the global discourse right in the field of home appliances lies in the fact that its key technologies and innovation capabilities are at the leading edge of internationalization.

In recent years, the integration of R&D resources globally in the United States, and continued huge investment in technology and product innovation, has also continuously improved the brand image of the United States. Now, the 20 research and development bases owned by Midea Group are spread across nine countries around the world; The total number of personnel is more than 10,000. More than 500 foreign experts are employed. According to the Ke Rui Wei An 2017 global innovation report, the number of invention patents in the field of home appliances ranked first in the world for three consecutive years.

The continuously established technology research and development center in the world will contribute to the development of the United States in the later period. In April last year, the Silicon Valley Future Technology Center office building was completed and listed. The Louisville Research and Development Center was newly relocated; in May the Japan Institute was established. R&D and innovation center was established in Graz, Austria; June U.S. user experience innovation (Shanghai) Labs was listed; July Singapore R&D center settled... It is worth mentioning that its US Silicon Valley future technology center is the only one in the world. This establishment of R & D institutions of home appliances business.

Over the past few years, the United States has focused on building a globally competitive global R&D structure and a multi-level R&D system. It has the world-class R&D investment and strength based on user experience and product functions. The investment in R&D over the past five years has exceeded 20 billion yuan.

As the results of technology research and development and product innovation gradually appear in the market, younger, more and more technology has become a new brand of the US brand, which promotes the United States from a traditional home appliance brand to a technology brand upgrade.

Man-machine new generation inject new meaning into brand

Bill Gates once said that people often overestimate the changes in the next year or two and underestimate the changes in the next decade. The mobile Internet and the Internet of Things generations that are rushing into the Internet of Things are shaping the industry in all directions. Deconstruction, which not only changed the user demand model, the company's product development, production and sales model and business model have thus changed. More importantly, the existing rules and traditional paths are in this unprecedented network change. In the middle, it gradually failed. Therefore, the brand-new operation system and the establishment and selection of a new path for enterprise development have become the channels for the brand evolution, and Midea’s new “human-machine generation” strategy will also inject new meaning into its brand.

The industrial environment has never been as complex and diversified as it is now. There has been a mismatch between user demand and corporate supply at many product levels. This is why a large number of home appliance companies have not been able to continue to grow like the United States. Made in China 2025, The supply-side reforms also provide macro guidelines for the globalization of the United States.

In addition to creating new demands for the consumer market through innovations in products and technologies, more and more companies are also expanding their businesses through internal outreach through technologies such as AI, intelligence, cloud computing, and the Internet of Things. Devel- opment of development. Following the launch in March of last year of the US’s transformation strategy for the world’s leading HVAC, consumer electronics, robotics and automation systems, and intelligent supply chain (logistics) technology group, one year later, the new generation of human-robots became One of the core demands of the development of the United States.

The relationship between man and machine is in a delicate stage of change. When the intelligence of home appliances develops to a certain extent, it is itself a service robot. What's more, the beauty that has dominated industrial robots (according to 2017 According to the annual report, during the reporting period, KUKA achieved an operating income of 26.7 billion yuan, an increase of 18% year-on-year. It is implementing in-depth implementation of the “Smart Home + Smart Manufacturing” dual-intelligence strategy, instilling new connotations for the US brand.

Actually, this is also building a new development path for the future of the United States. The development of the next decade will inevitably not be the current situation. It will be like looking back at the current perspective to look at the sea of ​​the past decade. , Sensors, Big Data, Cloud Computing and other emerging technologies are continuously researching and investing to establish the largest artificial intelligence team in the home appliance industry, and they are committed to using Big Data and AI to drive products, machines, and processes. The system's ability to perceive, understand, understand, and make decisions has truly established a new generation of people's technological platforms and product interoperability systems. This system builds on the picture of industrial development in the next decade or even longer.

This year marks the 50th anniversary of the development of the United States. It is also the 40th anniversary of the reform and opening up. During these decades, not only the era has undergone drastic changes, but companies are also undergoing tremendous changes. The United States has achieved immediate results and is able to become a star of Chinese brands. It has always been through continuous self-improvement, stepping on the pulse of the era of drastic changes. The United States in the transformation of long-sleeved dance, and the brand is also in the past change again and again to achieve a transformation and gorgeous upgrade.

If it is said that starting from 50 years ago, Midea, like most Chinese companies, has achieved a gorgeous transition from a small company to a national brand through the full release of resource-intensive models and labor bonuses; then the adoption of technology in the past five years Drive, global expansion, human-computer interaction, user-oriented, Internet traction, realizing the upgrade of a more globalized brand of national brands.