Chinese home appliance companies want to use "smart" overtaking

At the IFA2015 Berlin International Consumer Electronics Show held this year, Chinese companies represented by Haier, Midea, Skyworth, Hisense, Changhong, TCL, Galanz, etc., are making a comeback on the world stage, facing widespread acceptance by consumers. Japan, South Korea and other foreign brands, accelerating intelligence is considered to be an opportunity for Chinese companies to cross the road during the internationalization journey.

According to market research agency HIS, the annual growth rate of the global smart home appliance market will reach 134% in the next five years. By 2020, the global production of white smart appliances such as washing machines, dishwashers, and air conditioners will increase to 223 million units. With the inclusion of robotic cleaners, rice cookers, microwave ovens and other small household appliances, global smart home appliance production will reach 700 million units in 2020.

Such an extremely limitless market has clearly become a must for global household appliance companies. Faced with many rivals in the same battlefield, how can China's home appliance companies overtake? It can be seen from this IFA exhibition.

Haier, a veteran who has been on the road to internationalization for many years, displayed a variety of nets and self-health products under the U+ Smart Ecosystem; Changhong, which received the “Best Smart Solution” award, has the latest technology and achievements under his smart strategy. —— CHiQ series full set of smart appliances appeared in Europe; Hisense, which has been recognized in the field of smart refrigerators, demonstrated its ambition for smart layout in the field of televisions and washing machines; Galanz, which is deeply in control of consumer demand, will be smart in frequency conversion. Scraped the world; Skyworth, who has cooperated with Metz to present a smart home feast, has finally realized the dream of a smart family for many years.

Of course, IFA is just a training ground for Chinese household appliance companies to try their best to achieve intelligent results. In fact, the intelligent strategy has long been set by Chinese home appliance companies as the direction of development in the coming years.

For example, the home appliance giant Midea is actively promoting its M-SMART smart home strategy, and the smart product model listed in 2015 only reached 80 balances. In addition, according to Fang Hongbo, chairman of Midea Group, the future of the United States will be "smart manufacturing + industrial robots" to enhance the company's level of smart manufacturing, and "smart home + service robots" to promote the development of the US smart home and ecological construction.

Another Haier, which has achieved a lot in overseas markets, is even more aggressive in the layout of the smart ecosystem. From January to June 2015, Haier sales of smart white goods exceeded 1.1 million units and sales revenue exceeded 3.2 billion yuan. They all achieved double-speed growth. In April, U+App went online and established a unified portal for smart living. The number of registered users has reached 277 since its launch. Million; 78 third-party resources have been introduced. Haier also signed a strategic cooperation agreement with Huawei to jointly promote the development of the smart home appliance industry.

"In terms of smart plus Internet technology, Chinese companies and foreign companies are not behind." As TCL Li Dongsheng said, intelligence for domestic companies is to bypass the technology war, to close to the user's intelligent services, applications A great opportunity to win consumer recognition.

In addition to being in the same line with the “foreign brands” in front of smart ports, Chinese home appliance companies have another congenital advantage, the market. According to a survey, the Chinese market has more than 100 million potential smart home customers. Each home spends an average of 1,000 yuan each year and has a market of 100 billion yuan. At present, China's wealthy classes are forming. This part of the family accounts for 10% of the urban population and accounts for 3.5% of the total population. The total market for smart home control systems for this group of people is 14 million units.

"In terms of the size of Internet users, China has a large Internet market," said industry insiders. Taking smart TVs as an example, although foreign brands represented by Samsung and LG are seeing this fertile "land" in China, in terms of intelligentization of color TVs, domestic brands have fully surpassed foreign brands. China's 4K TV sales account for 50% of the global market share enough to prove the advantages of Chinese brands.