As the refrigerators and lakes begin to return to their original meaning of use, in 2018, all refrigerator experts will compete in fresh-keeping techniques. With smart technology blessings, the preservation technology will be the best “craftsmanship” and “sword”. Sealing throat'?
On June 12th, the light and shadow of Xiamen Wuyuan Island interspersed overnight, and the 'Hello, Smart Fresh Times' beautiful refrigerator brand night and the world premiere of the Microcrystalline refrigerator world flashed. The beautiful refrigerator officially released micro Crystal series products: BCD-750WGPZV's flagship product, Duo Duo Men, BCD-630WKGPZV's new split inner three door, BCD-535WGPZV cross multiple door, and BCD-520WGPZV/BCD-435WGPZM/BCD-406WGPZM and other French doors and five Door product matrix, comprehensive layout from different doors to different volumes.
Berlin, the refrigerator that has been in charge of the United States, has half a year after the new 80s traders slowly walked onto the stage. 'This conference was prepared for a long time. It was planned to be done in April. The reason for postponing to the present is that during the period I felt that some factors, such as products, activity processes, etc. It is still immature. 'As Berlin’s first appearance at the Micro Crystal Fresh Crystal Conference in the United States in January this year, it was open-minded and pragmatic. After 80's unique label, he said, 'I personally are slower, Things are more demanding. Today, everyone is talking fast. The refrigerator of the United States was very fast before. Now we don't have to be so fast. But after (slowing down) what we are trying to do is first to pass this level. Second, it must withstand the test in the market.
This is the third major press release of Midea Refrigerator this year. It is also the most speculative in history. The second was in March in Shanghai, AWE. This activity is different from the past in frequency and frequency. The outside world began to discover that As the new trader Berlin took office, Midea's refrigerator is a new look.
This time, Midea Refrigerator puts forward a new brand positioning 'Global Smart Fridge Leader'. In the past, no refrigerator in the United States put forward such a clear brand positioning, but instead focused more on the fast development style of marketing. This is in line with the entire beauty group. The style is the same. The homogenization competition in the refrigerator market has been a long-standing phenomenon. Under the pressure of a surge of raw material prices last year, transforming high-end or enhancing the differentiated competitive strength of product technology is a required course for many companies. In the development, this transition can also slow down the rhythm. Now, it is an urgent matter. For the refrigerator of the United States, although it is in the top echelon of the industry, it wants to further enhance its competitiveness to achieve a full range of industry leadership. Positioning and high-end, differentiation is a topic that cannot be bypassed.
In the past, we did not think about this (branding) issue. We feel that we do a good job of our products and do our channel well so that consumers are willing to choose our products. Why today is the night of the brand and we released a series of products. In fact, the brand The carrier is the product. The birth of a good brand is an innovative product or a subversive product. We hope that the refrigerator of the United States can exert its strength on the brand and should rely on the product. So today we set the frontier of precipitation five or six years ago. The technology research was introduced to the market and a very good product was introduced. ' Berlin said this.
In the past year or so, Midea's refrigerators have begun a real change and have achieved remarkable results.
In 2017, Midea refrigerator sales and sales both increased by more than 20%, and the sales growth rate reached the highest level in the past five years. According to the data from Ove Cloud Network, the retail sales volume in China's refrigerator market was 9.2 million units from January to April in 2018, a year-on-year decrease. 3.2%, retail sales was 28.1 billion yuan, a year-on-year increase of 5.0%. Midea's refrigerators continued to outperform the industry in the first half of the year. Berlin introduced that in the first half of the year, the growth in sales of refrigerators in the United States was double-digit, and the overall product average The unit price increased by 20% compared with the same period of last year. The price of microcrystalline products on the brand night conference was 13999 yuan - 34999 yuan, and the high-end is very obvious.
At the press conference, star Zhang Liang as the chief taster of the US Refrigerator debuted, and lived PK with Shangri-La five-star executive chef Adrian Lim, slicing and tasting 7 days of salmon PK fresh salmon for sampling, and invited experts from the industry association, the core media. On-site taste tastings and reviews. The result was a smart fresh-keeping capability that won the reputation and applause of live tasting fish on the most difficult-to-live seafood in salmon. The interactive experience set on the spot gave everyone a week of micro-crystals. Fresh freshness is convinced.
The technology behind the microcrystalline series is equipped with the 'Intelligent Control of Moisture' and the 'PST Smart Sterilization'. The technology behind this microcrystalline series is also the two smart preservation technologies. This is also the technical connotation of the Smart Preservation proposed by this beautiful refrigerator.
Smart+preservation, what kind of power will this give the refrigerator in the United States?
Obviously, the smart preservation provided by Midea's refrigerators and the past two or three years in the industry are different from the primary view and product functions of smart refrigerators. In the past, the industry practice in smart refrigerators was wifi control, connection, and the display of food status through identification technology. , how to connect with other devices, etc., and the smart preservation of this beautiful refrigerator is still returning to the essence of refrigerator preservation. Through intelligent technical means to enhance preservation, so freshness can be more extreme.
Understanding of smart refrigerators, Berlin bluntly emphasizes the intelligence of the single product. 'Smart is to allow the refrigerator to achieve better self-adjustment, in fact, in the past, whether it is a mechanical refrigerator or a computer refrigerator, once set up a running state, It will not make any changes because of different ingredients. But intelligence can do this.
Berlin believes that the intelligent application in the refrigerator and in the epitaxial extension, larger screen, some of the video and audio stuff, this is the epitaxial growth, the dominant intelligence, this intelligence is more competition for marketing and point of view. there are intelligent orders, not only is the ability refrigerator monomer, the whole supply chain and logistics to keep up, but there is no industry to achieve such a perfect level, these ecological nature and did not return to the refrigerator.
'The intelligence that consumers want is for you to help me solve problems, and we have found that the technological support behind this is to pay a lot. We have today put forward the hope to apply intelligence to the ultimate realization of the essential functions of the refrigerator, 'Berlin example,' can be extended fresh ingredients cycle, can solve the interference of pesticide residues and bacteria, to achieve ripening of fruits and vegetables, rice wine fermentation, so that whole milk skim, and even grapes automatic brewing into wine. '
At present, the entire refrigerator industry is beginning to return to the essence of preservation, and mainstream brands are innovating in fresh-keeping technology. The integration of intelligent technologies and freshness-keeping technologies has greatly improved the operational efficiency and control accuracy of fresh-keeping systems, so that the preservation effect is improved to a The new level brings new experiences to users.
After the U.S. refrigerator brand night, Wang Lei, deputy director of the China Household Electrical Appliances who attended the event, gave Berlin and his team the following evaluation: 'Energetic, have their own ideas and have the courage to try!' as they brought The new appearance of the beauty refrigerator is the same.
Berlin thinks that he may be an idealist. He said that I hope I can stick to idealism and let the team, customers, and users see the changes in reality.