The invention of the refrigerator has been in existence for a hundred years. In the past, a refrigerator of European, American or Japanese and Korean brands meant quality and technology. But now when it comes to innovations such as refrigerators or smart internet, everyone will think of Haier and other Chinese brands. In January 2018, the world's authoritative research organization Euromonitor International released the 2017 global refrigerator share list. Haier refrigerators ranked first in the world for 17.3% of the market for 10 consecutive years. Haier's market share is approximately equal to the second to fourth. The share of LG (6.9%), Samsung (6.1%) and Whirlpool (4.6%), huge market share advantage, proves that Haier refrigerator has become the world's refrigerator industry with a rhythm and innovation leader, the world refrigerator industry has entered Haier Leading the "Chinese era."
World refrigerator industry iteration, Haier leads into the "Chinese era"
Since the first refrigerator was born in the United States in 1918, it has been a full 100 years since this year. I still remember that in the movies of the 1960s and 1970s, I saw a gas-powered refrigerator in my home. In the past 100 years, European and American brands first used the first-mover advantage to monopolize the market. Their products have met the process of human beings from scratch, even if it is a gas refrigerator with early fire risks, it is also a great progress. In the 1980s and 1990s, Japanese household appliances suddenly rose. Panasonic, Toshiba, and Sony... Japanese refrigerators, which are known for their durability, quickly occupied the market, and the refrigerator industry began to switch from the European and American era to the Japanese era. When time has entered the 21st century, China's home appliance brands are quietly rising. In recent years, the market share of Haier, representing the brand, has reached an overwhelming advantage, reaching the first share in the past 10 years. In 2017, Haier’s market share reached an overwhelming advantage of 17.3%, and the refrigerator industry officially entered the Chinese era.
For the first time in 10 consecutive years, the share of the last year is the sum of the second to fourth places. What are the passwords behind these two figures? The European and American brands are attacking the city, relying on the process from scratch, when Japanese manufacturers are in the limelight. It is based on the long-lasting quality of magic. In China, the most important secret is innovation, keeping up with the innovation of user needs. It can be said that the Chinese refrigerator industry represented by Haier has already entered the tide of innovation in the refrigerator industry. Take the number of invention patents in the refrigerator industry in 2017, Haier is 708, and the total of Siemens, LG, and Samsung is not one-third of Haier. Haier's emphasis on innovation can be seen.
Why is the Haier model able to win in the competition?
An article recently published by The New York Times also shows this trend. In addition to announcing that the refrigerator industry has entered the Chinese era, this article also comes with the 2017 global refrigerator list of the world's authoritative organization, Euromonitor International, including The series of data in the first paragraph. Why are Japanese brands that are known for their quality and durability, why are they losing in this refrigerator battle? Why are the characteristics of quality and durability not good today? In the final analysis, the pain point of users is “blameâ€.
In the Japanese era of refrigerators, refrigerators are still relatively scarce products. Not every household has conditions, so users pay special attention to the durability and reliability of refrigerators. This is the real pain point of users at that time, and Japanese brands fit this Pain points can therefore be popular. However, when the refrigerator began to fade from the “big family†and became a daily consumer product, the pain points of the users began to gradually shift. In addition, the reliability and durability of the Chinese brands continued to improve, and they were not in line with Japanese brands. Bo Zhong. Therefore, the user's attention has been completely transferred, and the perspective of transfer is self-centered - what products can meet my needs for healthy living, and what products can meet my individual needs, I will choose who. With the promotion of this demand, the refrigerator industry has begun a rapid iterative process, because the user's needs will change very quickly, the requirements will be higher and higher, and a trick is no longer feasible.
Therefore, in the iterative acceleration cycle of the refrigerator industry, Haier's technological innovation model can better meet consumer demand and solve consumer pain points in time. With the help of the world's top ten R&D centers, Haier can respond quickly to the “pain points†of global users. This is Haier's 10+N mode. In this mode, even if some user needs cause technical problems, Haier can quickly crack it, which is inseparable from Haier's accumulation of underlying technology and bold innovation in products. Moreover, Haier has six major brands, which can complete the whole scene and refine the coverage. No matter which level the user needs belong to, it can be satisfied by the final product.
Take the Haier full-space fresh-keeping refrigerator feast series at the 2018 AWE show, this product is typically developed for the user's latest pain points. In terms of space, it has developed and developed double-dry area and double-wet area drawers, expanding the storage space in dry and wet areas to 30L and 60L respectively; the freezer drawers are made of raw and cooked fish and fish drawers, which are refined according to different ingredients. Storage, providing users with a fresh-keeping experience like a fresh food for family ingredients. In terms of technology, Haier Refrigerator is equipped with fine-controlled dry and wet storage technology to accurately and accurately store fruits and vegetables and dry goods through precise positioning of temperature and humidity. The freezer room intelligently adjusts the air outlet during the defrosting period. Reduce temperature fluctuations by 45% to ensure no loss of nutrients.
Everyone in technology innovation will mention it, but how to achieve technological innovation is the key to success. The victory of Haier refrigerator is not only the victory of technological innovation, but also the victory of human-in-one mode innovation. It is Haier employees who pay attention to users and think for the users, in order to make the user's pain points smoothly transform into technological innovation, and ultimately achieve the maximization of dual value. It can be said that the opening of the Haier era is inseparable from this model.
To meet the Internet of Everything, the leader should bear more
With the advent of the Internet of Things and artificial intelligence era, home appliances are moving from the simple life production aids to a super-entry that generates data and link requirements in real time. The refrigerator is changing from a traditional home appliance to a smart center in the kitchen. The user's diet is healthy, food preferences, and even shopping needs, the refrigerator is clear. When the refrigerator completely completes such a role change, the user's needs will be more complicated and the change will be faster. Before the user loses weight and loses weight, the demand for the refrigerator may change. How to meet this new era from the perspective of technological innovation? It is a challenge facing the global refrigerator industry.
Just like a yellow jersey in a bicycle race, the squad needs to overcome the greater air resistance and requires a strong talent and a hard work to achieve. As the world leader in the refrigerator industry, Haier is currently the role of “wearing a jerseyâ€. It is responsible for leading the entire refrigerator industry to continuously upgrade and evolve, and constantly redefining and inventing refrigerators, so that the world can recognize the charm of “China’s wisdomâ€. value.
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