Seven months ago, on January 24, 2018, the production progress of self-cleaning air conditioners was displayed on the big screen of Haier Air Conditioning Jiaozhou Interconnected Factory information in real time. As the number on the big screen jumped from "10000000" to "10000001", Haier Air Conditioning's second 10 million self-cleaning plan was officially launched.
More than two years ago, I am afraid that Haier itself did not expect that its original self-cleaning air conditioner has now become a separate product category. Not only that, when Haier took two years to increase the scale of production and sales of self-cleaning air conditioners. With more than 10 million units, it has also changed the attributes of air-conditioning products. The entire air-conditioning industry has entered an unprecedented air age because of Haier.
After entering the 2018 refrigeration year, the self-cleaning function pioneered by Haier air-conditioning has been rapidly popularized in the industry, no matter which technology path is used to realize the self-cleaning function of air-conditioning products, no matter which brand obtains what kind of production and sales scale on this type of product. , It is undeniable that Haier's dominant position in such products. In fact, since Haier increased the scale of self-cleaning air conditioners to 10 million units at the end of January this year, the growth rate of sales in the domestic and foreign markets has not decelerated at all, and the scale of 20 million units is already within reach.
What's more, Haier's technology and new product iterations in self-cleaning air conditioners are the same as its market sales, and the speed and rhythm have not slowed down. In the past two years or so, from the self-cleaning of indoor units to outdoor units and then to intelligentization, from the popularization of a product at the beginning of the market to the full range of self-cleaning, Haier air conditioners have deduced the self-cleaning function into its unique product label.
When Haier's self-cleaning air conditioners were imitated by the industry, Haier upgraded the self-cleaning of air conditioners to a higher dimension, that is, the provider of healthy air, which can be regarded as an extension of the health function of self-cleaning air conditioners. During this year’s AWE, Haier released the industry’s only whole-house smart air solution. It is reported that this solution includes a complete set of interconnected network devices including clean world self-cleaning, Cullinan air conditioners, purifiers, fresh air fans, etc., covering living rooms, bedrooms, and kitchens. Wait for the whole scene and the whole space.
It is worth mentioning that after Haier Jingjie Air Conditioning launched its first “Haze-Free Bus†project in Beijing on December 4, 2017, which customized clean travel air solutions for office workers, Haier Air Conditioning changed its role as a provider of healthy air conditioners. The interior moves into a larger space. On April 13 this year, Haier invented the industry's first "parking air conditioner" and officially released it at the Jiaozhou Air Conditioning Interconnection Factory. This is another innovation of Haier's mass customization program for mobile travel.
The Cullinan air conditioner is Haier's integrated product in the creation of healthy air. The product is equipped with original human body temperature and cold sensing technology and dual-circulation air supply technology. It can intelligently sense the cold and heat needs of different individuals according to parameters such as room temperature, body temperature and distance, and accurately meet the different comfort needs of everyone in the same environment, and achieve temperature and delivery Wind can be customized. After the continuous fermentation of these measures by Haier, the entire air-conditioning industry has entered a new era of air.
It is not accidental that Haier can build an obvious differentiated competitive advantage in the air-conditioning industry with self-cleaning products. The ability to change the traditional attributes of air-conditioning products with healthy air is an inevitable internal factor. This can be seen from Haier air-conditioning in recent years. What has been achieved and is still glimpsed in the ever-growing “firstâ€.
There are 24 existing national standards in the air-conditioning industry, and 21 of them are led by Haier. These 21 standards cover various fields such as air-conditioning product performance, safety, reliability, and installation. The whole process of the industry is covered. In this regard, Haier Air Conditioning has formed an unparalleled competitiveness, and the leading competitive position of the industry has been fully revealed.
As we all know, in January 2016, Haier Air Conditioning won the 2015 National Science and Technology Progress Award for its comfort intelligent control technology, but few people know that Haier is the only company in the home appliance industry to win the National Science and Technology Progress Award twice, as early as the last century. In the 1990s, when many companies still relied on the thick hair manufacturing model, Haier had already achieved breakthroughs in original technology on a global scale.
Therefore, many firsts in the global market follow. During the AWE held on March 8 this year, Euromonitor, the world's authoritative market research agency, announced the results of the first China's independent household air-conditioning brand export market survey: according to the number of export units in 2017, Haier air-conditioning accounted for 22% of the market. Ranked No. 1 in the export of domestic air conditioners of independent brands in China
A few days later, on March 13, at the 2018 Milan International Heating, Air-Conditioning, Refrigeration, Renewable Energy and Solar Energy Expo (MCE), David Cleveland, the research director of Euromonitor International (Euromonitor), issued the certification for Haier Air Conditioning on the spot-according to 2017 In terms of the number of units sold in the retail market, Haier is the world's number one brand of connected air conditioners (including smart air conditioners), with a market share of 30.5%. This is also the second consecutive year that Haier has ranked first in the global sales of connected air conditioners (including smart air conditioners). At the same time, Haier has become the number one brand of Chinese air conditioners in Europe by virtue of its own brand globalization.
In Pakistan, in Russia, in Vietnam, in New Zealand, in North America, in the Middle East...A large number of regional and national markets around the world, Haier air conditioners and even all home appliances are providing users with high-quality, High-experience products and services. Under the Matthew effect that is stronger and stronger, Haier's late firsts will spring up like mushrooms.
The source of innovation is the Rendanheyi modelBehind the dominance of many firsts and the redefinition of the attributes of air-conditioning products with healthy air are the innovative thinking that Haier has integrated into the corporate bloodline. Different from the top-down innovation path of many companies, Haier's innovation starts with user experience and forms a closed loop through it. This is the Rendanheyi model, which is the source of innovation for Haier as a whole.
Not only the domestic market, but also the vastly different geographic characteristics, regional culture, economic level, consumption preferences, etc. on a global scale. It is a huge challenge for the product development of enterprises to meet the needs of users as much as possible. The product itself is the core link between the enterprise and the user. The key reason why Haier Air Conditioning can form a leading competitive advantage on a global scale is that its product innovation combines user needs and provides a perfect solution for user pain points. Program.
The Rendanheyi model provides a followable path for Haier's innovation. This model carries out disruptive and systematic continuous dynamics in the areas of strategic positioning, organizational structure, operating procedures, and resource allocation from the three dimensions of enterprise, employees, and users. change. In short, Haier's innovation in this model originates from the actual pain points of users, and can provide users with the most timely products and services.
If enterprise innovation in the traditional sense is to provide a new technology, new product, and new service output around the company’s existing resources and market conditions; then Haier’s innovation is based on the user’s immediate needs by integrating cutting-edge technologies to provide users with the output The perfect solution. This is also the key to why every product launch of Haier Air Conditioner can arouse great repercussions in the market.
At the beginning of the 2019 refrigeration year, a new air-conditioning product that can achieve "replacement of fresh air without opening the window" was successfully developed in Haier. The differentiated function of this product is to introduce fresh air, which can keep the indoor constant temperature and fresh air at the same time. Haier's innovation system based on the Rendanheyi model will burst out more competitive advantages, which will also enable Haier to have more momentum for the development of the air-conditioning industry when it has entered the stage of inventory competition.
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