On May 26th, the first pre-installed home appliance experience center of Midea Group was officially opened in Chongqing Tea Garden Red Star Macalline. During the opening period, the store’s sales scale exceeded one million yuan. High-quality high-end products became the main sales entity. The sales of home appliances are equally gratifying. The sales generated by single-user purchases have exceeded 70,000 yuan. At the same time, central air-conditioning, home air conditioners, kitchen appliances, water heaters, smart homes, lighting, refrigerators and other products have all achieved billing sales. The concept and model of smart pre-installed home appliances is the first of its kind in the United States. However, the term “pre-installation” began in the automotive industry. It can only be known literally to know the expanding effect of smart pre-installation on home appliance products and user needs.

It is understood that Midea’s smart pre-installed home appliances are one-stop, integrated, and integrated to provide consumer users with eight central air conditioners, smart kitchens, central hot water, whole house water purification, smart home, lighting, heating, and fresh air. Pre-installed home appliance design, customization, purchase, installation and after-sales service of the category. This model innovation integrates the demand resources of the home appliances integration design, and provides consumers with a real new solution to the bag-and-stay. In fact, domestic Only a handful of companies have been able to market their smart pre-installed home appliance models. In addition to having a leading market position in a number of home appliance product categories, Midea’s huge front-end design resources provide a solid front-loading appliance. The support of smart pre-installed home appliances is also an important ground-breaking initiative for the new human-machine generation strategy released by the United States in March this year.

Open up the market ecology to provide a one-stop shopping experience

It should be pointed out that the smart pre-installed home appliance model has an essential difference from the familiar home appliance concept. The traditional concept of a complete set of home appliances is one-stop purchase of products, distribution and service, and home improvement, home appliances, especially central air-conditioning, clean water. Systems, smart homes, etc., did not form an effective integration of pre-design, decoration, assembly, and so on. Smart pre-installed home appliances are involved in the design of home appliances and corresponding services in the early stage of housing or decoration, which is flexible for home appliance companies. The production capacity, product coverage of user life scenarios, and the ability to integrate open design platforms and related resources all place higher demands. In particular, the establishment of open design platforms is the key to the smart marketization of smart pre-installed appliances. .

The author understands that Midea Group's smart pre-installed home appliance model provides users with a core value-added service that is a cloud design platform. The cloud technology platform has more than 2 million designer resources, and designers provide customization through the acquisition of residential floor plans. The design service, together with the user's usage scenario of the simulated home appliances, opened up the product ecosystem, formed a one-stop home, home appliances integrated matching and pre-design, and built an integrated solution for a smart home.

There are generally four scenarios related to household appliances in daily life: living room, bedroom, kitchen and bathroom, related to the air system, water system and other home appliances and kitchen appliances, and so on. These scenes and products were carried out through an open design platform in the early stage. With integration, consumers can save time and time, information asymmetry, and other household electrical appliance selection and purchase processes.

The industry's first smart pre-installed home appliance model changed the traditional way of consumer electronics consumption, and brought a brand-new experience to users under the general trend of consumption upgrade. It is worth mentioning that this model also has dedicated service personnel. To provide users with housekeeping services. Therefore, users buy not only the entire set of home appliances, but also have a new sense of technology, comfort, and sense of fashion.

Multi-category leader to create integration advantages integration

On May 18th before the opening of the nation’s first pre-installed home appliance experience center of Midea Group, Midea’s central air conditioning also opened the nation’s first pre-installed home appliance experience center in Shanghai Jinshan. In fact, it is able to independently land a solid intelligent pre-installed home appliance model. There are not many companies. The United States has always pursued diversified development. In more than a dozen home appliance categories (including central air-conditioning), it has market leadership and strong product competitiveness. The smart pre-installed home appliance model also combines these advantages with This creates an unrivalled competitive system.

Midea Group is the listed company with the largest operating income and market value in China. According to its 2017 annual report, over the past year, there are 13 home appliance categories in the offline market in the dominant competitive position. Among them, there are four types of products in the industry. The first position. Now on the online market, the sales volume of Midea Group is the largest in the overall sales scale of the three major e-commerce platforms (JD, Tmall and Suning Tesco), among which 12 categories are ranked. Online sales first.

Therefore, Midea is one of the companies most capable of placing smart pre-installed home appliance models. Even if it is a non-standardized central air-conditioning product, Midea has a dominant dominant competitive advantage in the domestic market. What's more, in the ecological environment of the scene, , Multi-category product integration, such as the United States and the same brand of product does not exist in the standardization, technology, etc.

Moreover, in recent years, Midea Group has spared no effort to promote its product leadership strategy. Its chairman Fang Hongbo once said that if the United States only has the sole strategy, then this strategy is to build the competitiveness of its products. In the past five years, the United States The Group has invested more than 20 billion yuan in technical research and development and product innovation. Each type of product in the smart pre-installed home appliance model of the United States has high-quality features. The smart pre-installation is to bring these high-quality products together. Integrated integration of advantages within one platform.

Meet the needs of users Floor to face man-machine new generation strategy

The first smart pre-installed home appliance experience center opened on May 26 by Midea Group gave a good start to the promotion and implementation of this model nationwide. The author also learned that this year, Midea Group plans to open 200 domestic companies. Smart pre-installed home appliance stores, to fully meet the consumer home integration, one-stop purchase of complete sets of home appliances needs and services.

In fact, the smart pre-installed home appliance model is also one of the core initiatives of Midea’s new man-machine generation strategy launched on the domestic market in March of this year. In addition to all smart pre-installed home appliance stores, there are sales of smart home products. In addition, this integrated, integrated business model will also change the link between users and products.

In the traditional business model, the user's demand for products is a piece of scattered product scenes, and the smart pre-installed home appliances are based on the user's demand for the overall scene to form a product integration; the former is to use the product to meet the scene, and the latter is to use the scene to Integrated product.

Of course, this puts a very high demand on the flexible production capacity of the United States and the individual needs of users, and this is also a good way to test the beauty of the new generation of man-machine strategies. If the integration of products and user needs is a human The new generation of machine strategy has realized the implementation in the field of front-loaded home appliances. So beautiful group owns and strives to implement the soft strength of human-computer cooperation, C2M flexible customization, production standardization, digital transformation is reflected in the human-machine new Generational strategy in the pre-installed home appliance model.

Whether it is the new man-machine generation strategy launched this year, or the long-held dual-strategy strategy, or the three major strategic axes of “product leadership, efficiency-driven, and global operations”, the design of Midea Group at the top of the strategy is always for full value. The establishment of a chain of excellence in the construction of operational capabilities and the formation of macro guidelines, smart pre-installed home appliance model is one of these strategies, tactics, and strategies to implement one of the centralized performance.