The millet ecological chain enterprise Yunmi, which used to be the leader of the water purifier, is now involved in the field of electricity.
On the 11th of July, Chen Miping, the founder of Yunmi, said in an exclusive interview with CBN that it will promote the popularity of smart refrigerators at a price-performance ratio, change the profit model of hardware making money, and make a fuss about subsequent operations.
Price is lower than peers
Chen Xiaoping said bluntly that he is deeply influenced by Xiaomi and wants to use Internet thinking to redefine home appliances. For example, the refrigerator will no longer be limited to the preservation function, and the networking function can make the refrigerator become a voice-controlled home supermarket. Consumers directly in the refrigerator Shopping on the big screen, the factory is direct.
'Where to spend, where to buy.' Chen Xiaoping said that in addition to buying fresh food directly on the smart refrigerator, Yunmi also realized the purchase of laundry detergent on the washing machine, and the purchase of consumer goods in the living room through smart speakers, 'this will be heavy Constructing business and consumption patterns'.
Not only online shopping, Internet appliances have more rich application scenarios. For example, the refrigerator smart big screen can also become an electronic photo album, electronic message board, you can also listen to music, watch video... and these functions can basically use smart voice Control implementation.
A few years ago, Haier, Midea, Meiling, etc. have launched large-screen smart refrigerators, but they are not popular. Chen Xiaoping believes that the reason why it is not popular is that the price is too expensive. The aforementioned refrigerator usually has 20,000-30,000 yuan. A 21-inch large-screen smart-to-door refrigerator has dropped to thousands of dollars, targeting young consumers.
The refrigerator industry has entered the competition pattern of 'one super and many strong', and the domestic refrigerator market has experienced a decline in sales due to the weak real estate this year. At this time, Yunmi stirs up the refrigerator industry, enhances the networking function but pulls down the price, can continue Development?
Chen Xiaoping said, on the one hand to control costs, on the other hand to tap the value-added space of smart home appliances network operation. He said that the online shopping income of smart refrigerators can be divided into. For example, smart water purifier, users can view water quality on mobile APP And the filter case, and the purchase of the filter element, to form a follow-up operating income. 'Our employees, one-third is to do software and operations.'
Yunmi's greater ambition is in the ecosystem of all-house connected appliances, and the Internet of Things will generate new value.
Chen Xiaoping told reporters that the data of future living room smart speakers, bathroom smart mirrors, kitchen smart refrigerators, etc. will be opened. Multiple intelligent terminals, their display interfaces are connected, and data operations can be done in the future.
Still in its infancy
Ideally full, realistic skinny. Chen Xiaoping said, to realize the blueprint of the whole house smart home appliances, it is necessary to continuously enrich the program, iterate the product, improve the ecological chain, enhance the user experience, and whether it is the key to impress consumers. In the long run, it is still in the long run. The stage of the start.
Wei Jun, general manager of Zhongyikang White Power Division, told CBN that the current screen refrigerators account for a small proportion of the domestic refrigerator market. The sales volume under the Zhongyi Kang line accounted for only 0.1%, and the retail sales accounted for only 0.2%. In terms of growth trend, the sales of screen refrigerators in January-May this year dropped by 65.6%. Similarly, according to the monitoring data of Avi Cloud (AVC), the retail of large-screen refrigerators from January to June 2018. The volume permeability is only 0.17%.
Wei Jun said that there are two main reasons for the impact: First, the price, the average price of ordinary refrigerators is 4,087 yuan, and the average price of refrigerators with screens is 9,845 yuan. Second, this screen does not have much practical value. These are all for consumers. Itching and painless functions can be replaced by mobile phones and tablets.
As a spoiler of the industry, Yunmi has received industry attention as soon as it emerges. This is something that traditional refrigerator companies do not have, and it will affect some young consumer groups. 'Wei Jun said, but there is a fundamental difference between white electricity and color TV. The technology is more powerful, the new brand is more acceptable, and the white power is more emphasis on durability, craftsmanship, new brands are more difficult to accept than color TV, mobile phones and other technology products.
Therefore, Wei Jun predicted that Yunmi's operation mode has advantages over small and medium-sized refrigerator brands, and can quickly reap some space for small and medium-sized brands, but the impact on the first-line refrigerator brand remains to be seen. 'The refrigerator is still low to 5,000 yuan or there is competition. Force, but the general brand will not follow. Yunmi is open supply, or speculation, the final effect is yet to be determined.' He added.
Guo Meide, vice president of Aowei Cloud Network, believes that the intelligent functions are still improving, the limitations of shopping on the power supply platform, improving the voice interaction experience, and increasing the built-in camera to achieve unmanned management, etc., all reflect the importance of enterprises to the smart market. However, considering the current user demand and acceptance of smart refrigerator products, it still has a calm attitude towards the big screen smart refrigerator industry. It is expected that the market trend will not have a breakthrough development in the short term.