The ice washing market is mature and concentrated. The annual sales growth rate has continued to fluctuate within 10% since 2012. Under the pressure of competition and rising costs, how do major brands increase or even leapfrog?
Konka Baidian gave the industry a 'like'. In July this year, Konka 'Yuyu' series of high-end washing machines were released to the world, and the site 'patched' out of nearly 10,000 units. The market behind the fans was Konka White. Bottom gas also makes it a 'changer'.
It is reported that Konka Baidian's new positioning is to build a leading brand of white smart health appliances, to achieve 10 billion sales scale by 2021, and independent IPO.
It is true that the development of consumption upgrades and artificial intelligence technology has brought a new round of growth opportunities for Chinese home appliance brands, but why does Konka White Dare dare to 'overtake the curve'?
Health strategy first, seize the rush of consumption upgrade
Consumption upgrades, the main force is 80, 90, which has higher requirements for quality of life, and is also their 'pain point':
Smarter, healthier, and more worry-free smart home appliances, favoring late arrivals.
This market gap indicates that market saturation is not the lack of user demand, but the product lags; traditional home appliance manufacturers have not fully adapted to the mobile Internet, the business situation under the influence of the Internet of Things, the longer the traditional model, the slower the strain. This gives more innovative companies the opportunity to overtake the corner.
Konka White has an insight into the market trend and actively seeks change. It has seized the word 'Kang' from many consumer upgrades. In 2017, it officially proposed a health strategy plan with health technology as a breakthrough: intelligent and healthy technology. R & D direction, intelligent service health, to achieve the health function upgrade of the entire product line, the health function as a sign of Konka white goods and differentiated experience with competing products.
Care for users, 'H+' activates the brand's natural driving force
After 80, 90, it has gradually become a consumer force in the home appliance market. They are mostly the backbone of the company, the family pillar, and the high-price bearers. Overwork and sub-health also occur in this group, they need to be cared for.
In 2017, Konka Baidian brand image positioning is younger, launching a warm 'H+ life concept', namely Health+, Happiness+, Home+, advocating consumers' attitude towards life, paying attention to themselves and 4. The family is healthy, caring for the family, caring for the family, creating a happy family.
At the same time, Konka White has also integrated this concept of life into the development of high-quality products such as refrigerators, washing machines, freezers, air conditioners, etc. Cloud ion sterilization refrigerator, Kmini mother-only washing machine, 'food worry-free' AI smart health refrigerator , 'Yu Yu' AI smart health washing machine and other new products have been launched, giving the brand new potential.
Guide the technology research and development with the concept, touch the user's feelings with the concept, solve the user 'pain point' with technology, this brand-driven triangle model is natural.
Although there are also peer-to-peer products that use this model and play 'healthy' cards, Konka White has a 'natural advantage' - Konka Konka, both 'Kang' and 'Jia' and 'Kangjia', the brand name is naturally adapted to the user's upgrade. Consumer demand.
Adhere to product leadership, AI applications must make people become 'lazy'
At present, the application path of artificial intelligence technology is varied, but Konka White believes that only the technology that really makes people 'lazy' is the real artificial intelligence technology, so that people can be freed from daily chores and put into a more quality life. And creation, bringing progress to society.
The AI perspective eye technology pioneered by Konka Washing Machine can intelligently sense the dirtiness and foam volume of the washing liquid, automatically match the best washing time and the number of rinsing times, thus ensuring that the clothes are stopped, and saving water and electricity.
The ADS delivery system automatically senses the weight of the clothes, thereby intelligently controlling the amount of detergent and softener to be accurately measured to ±1 ml, so that users no longer have to worry about 'not enough to wash, and excessive waste will cause waste and residual damage. Skin ' .
Konka 'Yuyu' washing and drying machine is the only gold temperature zone in the industry that sets the drying temperature to 90°C-105°C. It uses the built-in NTC intelligent precision temperature control sensor to accurately sense the drying temperature. AI intelligent control Clothes can be worn on the go, allowing you to enjoy the comfortable touch of dry clothing.
Careful attention to creating a new market for mothers and babies
In order to fully meet the health needs of users and solve the pain points of the special group of mothers and infants in washing clothes, Konka is the first in the industry to introduce Kmini maternal and child washing machines with nano-scale antibacterial boxes and four-speed high-temperature cooking.
At present, Kmini has been upgraded to the third generation, adding smart WiFi control and AI perspective technology, which can be remotely controlled, washed and stopped, allowing young fathers and mothers to completely liberate their hands and have more time to spend with their children. Weiyun.com predicts that Konka Kmini's market size can reach 2 billion.
In 2018, Konka was the first Mnini8 capsule washing machine for women's underwear washing. It is the first desktop washing machine in China. It has applied for five invention patents, innovative centrifugal washing + health sterilization technology to ensure that the underwear is healthy and less in the washing process. Damage, redefining the small laundry method.
Whether it is differentiated AI technology application or category innovation, it shows a product innovation path of Konka Baidian, that is, concerned about user pain points, technical solutions, and accumulation of advantages, so that 'people have no me, people have me excellent', thus Create the most experience, the most differentiated products.
Continuous investment, comprehensive layout and purchase of new flying
Since 2016, Konka's white power business has paid more attention to product research and development and intelligent manufacturing, and launched the 'Double Five Thousand' plan, which means that 50 million yuan is invested in product R&D every year, and 50 million in the transformation and construction of intelligent manufacturing. In the creation of a comprehensive smart factory.
The 'Double Five Thousand' plan has successfully landed. In 2016-2017, Konka White has more than tripled its product R&D investment over the past five years, adding a number of strong lineups. Among them, the self-developed "food" Worry-free 'Food Quality Warning and Sterilization Intelligent System》 project, the first intelligent food quality monitoring function of refrigerators, with four national patents, won the national third prize in the Central Enterprise Innovation and Entrepreneurship Competition, and received the attention of many investment institutions.
In the smart manufacturing, the investment is more than the sum of the previous four years. The purchase of the most advanced production line equipment in the industry, the establishment of a more complete production system to ensure the high quality of refrigerator production.
In March 2018, the high-end smart washing machine factory invested by Konka White Power was put into production, and the self-made manufacturing layout was realized in the washing machine industry.
In June 2018, Konka successfully acquired Xinfei Electric Appliance at a price of 455 million yuan, thus forming a 'Kangjia+Xinfei' dual brand drive in the white electricity market. The injection and integration of superior resources will help Xinfei achieve the brand again. Soaring, this also proves to the outside world that Konka is determined to make China bigger and stronger.
From strategic change to brand revitalization, from product innovation to technology investment, Konka White has completely innovated and began to embrace the current new business era. It has already conveyed the ability and determination of the changer from the action.
In the first half of this year, Konka's market sales increased by more than 30% year-on-year, of which washing machines and air conditioners achieved geometric growth. This contrarian situation shows that Konka White is constantly evolving.