Haier self-cleaning air conditioner: social value is greater than product value
The development of the times has constantly changed people's understanding of life. For home appliances, we only need one product, but now, the user's pursuit of quality life has accelerated the subversive innovation of home appliances. Taking the air-conditioning industry as an example What users need is no longer an air conditioner, but a healthy air environment. This is in fact requiring home appliance companies to jump out of traditional market values and tap deeper user and social values.
In this respect, since January 2018, Haier Air Conditioning has launched the Huanxin China Free Cleaning Campaign in the country to provide free on-site cleaning services for users. As of June, it has been more than 8,000 communities in more than 200 cities across the country. More than 56,000 households cleaned the dirty air conditioner. According to the calculation of 56,000 units, the average water consumption of an air conditioner was 6.4L. This time, the air conditioner cleaned more than 358.4 tons of dirty water.
Cleaning activities wake up users new cognition
In fact, the free cleaning activities initiated by Haier Air Conditioning are not just focused on the aspect of 'cleaning air conditioners'. After all, pure cleaning is not a once-and-for-all job. As the use of air conditioners increases, the amount of bacteria dust attached to them will increase.
For the user, even a health-conscious user only cleans the air conditioner twice a year instead of cleaning it frequently. Although we constantly emphasize the quality of healthy air, the air blown by the air conditioner is getting dirty and dirty. The fact that the strong demand for home air quality life, and the frequency of air cleaning that is difficult to match healthy air, has created a pain point for users' air life. At the same time, the waste water left by cleaning air conditioners has brought waste and black water. Water pollution. According to statistics, Haier air-conditioner has cleaned 56,000 households and washed out 358.4 tons of black water. If the country counts 500 million units, the air-conditioning water will be as much as 3.2 million tons. Self-cleaning air conditioners are equivalent to saving 2.67 Daming Lakes and 1/3 West Lake. Obviously, the waste of water caused by dirty air conditioners is not in line with the user's good life demands.
From this background, the free cleaning activity initiated by Haier Air Conditioning is actually awakening users to a new understanding of healthy air or healthy air conditioning. When air conditioning cleaning work can not completely solve the pain points of life, it will even bring new troubles. Should we introduce a new solution to meet the needs of today's users? Based on this, Haier Air Conditioning has adopted the patented 'self-cleaning' technology as a new direction in the market, or the free cleaning activity initiated by Haier Air Conditioning is Meet the needs of users for healthy air and environmental safety.
Self-cleaning opens a new era in the industry
Talking about self-cleaning technology, since Haier's first self-cleaning air conditioner came out in 2015, it has caused heated discussion in the industry. Up to now, the industry has turned to self-cleaning technology through doubts and disdain to promote imitation, according to "smart self-cleaning air conditioner According to the industry white paper, since 2015, the total sales of intelligent self-cleaning air conditioners has tripled in two years. From the perspective of brand share, Haier's intelligent self-cleaning air conditioners have the highest market share.
Obviously, while Haier air-conditioning puts self-cleaning technology on the market, it also promotes a future trend. Zhongyikang data shows that after the sales of the products in China's air-conditioning industry in 2016 and 2017, At present, it is entering a process from chaos to governance. In this process, the self-cleaning launched by Haier Air Conditioning has gained industry recognition and allowed the market to form a synergy again.
According to the data, in 2016, the market share of self-cleaning and hanging machines was 5.1% and 8.9% respectively. In 2017, the two figures rose to 14.8% and 13.5% respectively. From this point of view, the self-cleaning air-conditioning market is booming. Haier Air Conditioning, with this disruptive innovation, has opened up a new era of healthy air for the entire industry.
Providing healthy air to demonstrate social value
The birth of self-cleaning, the meaning of the air-conditioning industry is self-evident. But while improving the market value, the promotion of self-cleaning also highlights the social value of Haier air-conditioning.
For users, the advent of self-cleaning has touched their painful needs. Take the free cleaning activity as an example. In the Sichuan-Yunnan region, Ms. Li from Sichuan’s Qixian County immediately recommended the relatives and friends to place two orders after witnessing the air-conditioning washing out the black water. Taihaier self-cleaning air conditioner; Sichuan Luzhou, Haier air conditioner cleans air conditioner for more than 130 households in a township, of which 50 households self-cleaning, the ratio of replacement is close to 40%.
As mentioned above, whether it is a free cleaning activity or a self-cleaning air conditioner, it is to meet the user's need for healthy air and environmental safety. When the first Haier self-cleaning air conditioner came out, I thought it was not only for the sake of Subverting the traditional air-conditioning market is also highlighting the dominant position of users in healthy air life. When traditional brands are still seeking product breakthroughs and gaining market benefits, Haier's air-conditioning appeal is to change the quality of life of users and realize a social value. We can think that the social value pursued by Haier air-conditioning is to jump out of the product level and provide users with a healthy air living environment, which may be a future direction of China's air-conditioning industry.