Appliances: It is changing from hard to soft

A clear feature of the home appliance industry in 2013 was that products and marketing models were infused with Internet factors. For example, the trend of Internet TV, the customization of e-commerce platforms for kitchen appliances, and the intelligentization of refrigerators. It can be said that the current home appliance industry is becoming hard and soft.

TV

More and more Internet genes

In 2013, the arrival of Internet TV disrupted the original marketing model and product cost performance of TV category, making content more and more the object of attention. LeTV, which is owned by LeTV, has launched a 60-inch TV X60 with a price lower than the average price of the market, which has caused widespread concern for a while. The marketing mode adopted by LeTV is very different from that of traditional manufacturers. The CP2C mode adopted by them is to collect users and users' ideas and suggestions on products and to “customize” them. Of course, there are industry players who believe LeTV's marketing model also emulates Xiaomi, allowing Internet thinking to be used.

Followed by the bundled cooperation between Internet manufacturers and traditional home appliance manufacturers. For instance, Alibaba and Skyworth introduced Cool TV in the September of this year, iQIYI, and TCL also cooperated in launching Internet TV and Xiaomi’s launch of Xiaomi TV.

The common feature of these new Internet TV products is the addition of Internet genes. This gene allows manufacturers to pay more and more attention to the content of television, and gradually changes the traditional thinking of making money profitable. For example, LeTV lowers the price of the product to allow users to enjoy a higher cost performance; Hisense TV continues to improve the content of television applications; Xiaomi uses the established power of rice flour to focus on the content of the product.

There is also a common characteristic that manufacturers have chosen to sell products on the Internet, which is also a model to subvert the tradition. Most Internet TVs have not been sold on large mature e-commerce platforms such as JD. Instead, R&D companies have created their own websites for pre-sales and buying. However, this effect is not the same. Some TVs are selling in full swing, and some are still in full swing. While doing hunger marketing, few people are interested.

networking

Haier Shows Home Appliances Internet of Things

Haier is the earliest domestic enterprise that proposes home appliances and Internet. Haier's Internet of things air conditioners have also gained market attention. Since Haier is a comprehensive appliance manufacturer, it is easier to realize the Internet of Things. Haier is also stepping up its pace.

In the middle of this year, Haier held an exhibition in Beijing with the theme of home appliances internet of things. Haier used the live drama to show consumers how to control the Internet of Things. At the exhibition, Haier also exhibited a variety of products with Internet of Things capabilities.

Changhong Launches Home Internet Strategy

On October 15, 2013, Changhong launched a home internet strategy. In the future, Changhong will allow users to implement all Changhong home appliance linkages. According to Changhong, the strategy will use the most popular big data nowadays. It is reported that the company has started cooperation with IT company IBM in June this year to change the analysis method of the previous household survey.

Smart Air Conditioner

Air conditioning with display appears

At the China Home Appliances Expo earlier this year, Oaks displayed new smart air conditioners. It is smart because it not only embeds an intelligent system, but users can also use the display on the air conditioner to play games without touching the screen. Simply wave your hand and the game begins.

In fact, before Oaks introduced this air conditioner, Chigo had already launched cloud air conditioners. Cloud air conditioner cabinets also installed such displays, which could play video data such as movies, and could also be used as temperature monitors. And in the past 2013, Chigo is also focusing on the promotion of new cloud air conditioners.

E-commercialization

Fang Tai and other manufacturers push Internet dedicated machine

Traditional manufacturers are not guarding the “three-acre land” and are waiting for the embarrassment. Instead, they actively use the advantages of the Internet to transform themselves, in which the joint e-commerce platform specializes in producing special-purpose machines, or the launch of the new network is one of the ways.

On September 2nd, Fangtai Group launched a series of new products, and this series of products with the positioning of “T era of touch” was selected at Jingdong Mall. This fired the first shot of Fang Tai’s fingertips fashion hood network.

Another kitchen appliance manufacturers boss is also in full swing "conquering" e-commerce platform. On December 23, the Boss Electrical Appliances announced a strategic partnership with Jingdong Mall for more in-depth cooperation. Jingdong Mall will use its own resources and platform advantages to conduct more in-depth brand cooperation with the owner's electrical appliances, and at the same time vigorously promote large suction range hoods.

Another major event in e-commerce is Haier Electronics' cooperation with Alibaba. On December 9, 2013, Haier Group and Alibaba Group jointly announced a strategic cooperation. They will jointly build a complete set of systems and standards for logistics distribution and installation services for home appliances and large items. The system will be open to the entire society. Through this cooperation, it is not difficult to see that the old Haier Electrical Appliances Co., Ltd., a traditional home appliance company, is moving toward commercialization and Internetization.