The end of the "China Cool Union" era tells us that any industry involved in the Internet, the end will only become more and more volumetric. As the mobile phone war gradually becomes more and more anxious, manufacturers have driven into the new track of "smart home", and in just a few years, new forces such as Xiaomi and Huawei have crushed traditional home appliance companies. Now Xiaomi is firmly at the top of the list with a market share of 16.3%, and the United States is chasing hard, at least holding the basic disk with 11.3%, and Haier is full of momentum although it has fallen below 10%. Now, when smart homes rush overseas, we want to know, global competition, Haier and Xiaomi who can represent the dignity of domestic production?
Haier Xiaomi is very strong and has its own advantages
Talking about share alone without looking at net profit is tantamount to playing hooliganism.
In the third quarter of this year, Xiaomi's loT revenue was 20.9 billion yuan, of which smart TVs occupied the main force, while Haier Zhijia was 9.935 billion yuan in net profit, the gap is of course, but only in the "smart" aspect, as a home appliance giant with an annual income of more than 200 billion yuan, Haier has a fairly large user base, and last year Xiaomi in the net profit of 245.9 billion yuan, throwing away the mobile phone business, IoT revenue is only 67.4 billion.
Home appliances are Haier's playground, but the word "smart" obscures Haier's achievements.
In fact, as a mixed home appliance industry for more than ten years, Haier has long thought of the future scenario of smart homes, but Haier is user-centric, not only thinking of young people's pursuit of "intelligence", but also the requirements of the older generation for product convenience and quality.
The big ship is difficult to turn around, and Haier must also take care of all users. As for the IoT, it is not yet the outlet for the whole people to chase, and for Haier, it only needs to stand, there is no need to invest too much.
Don't want to fight infighting, Haier's goal is even bigger!
Most people think that Haier is almost silent compared to Xiaomi and other mobile phone manufacturers in the field of home appliances, but this is not the case, but Haier has a more ambitious goal.
On November 22, Haier won the second prize of the 2021 China Quality Association Quality Technology Award for the achievement of "Application of UPS Uninterruptible Power Supply Air Conditioning Project in Overseas Markets". This has almost no application scenarios in China, but it is just needed in some overseas regions. For example, in Central Africa, South Asia and other regions, the length of power outage occurs, UPS batteries are almost a must-have, and there are very few home appliances that match UPS, haier has overcome this problem and become the most popular home appliance brand in the local market.
Not only that, with the operation strategy of localization, Haier is also building low-temperature refrigeration and heating solutions in North America, developing 5G shared air conditioning solutions in the Asia-Pacific region, and creating generator air conditioners without power outages in the Middle East and Africa. From Haier's point of view, perhaps the IoT is more like a flashy "outlet", more to make people more "lazy" and more enjoyable, rather than really solving a certain problem.
In fact, IoT is only suitable for growing in China, and it is easy to be dissatisfied overseas, and IoT is more like one of Haier's localization operation strategies in China. Haier has the ambition of a bird, how can he care about the "joy" of the birds?
Go to sea to earn money, Haier Xiaomi who is stronger?
IoT is the product of technological advancements, and for now, consumers are enjoying the convenience of IoT.
However, the market is not entirely driven by technology, the brand is the core, just like Xiaomi, which has not yet entered the home appliance, began to do IoT, with the success of the mobile phone field, consumers are accustomed to thinking that smart homes will not be too bad. For Haier, the brand is its golden sign based on home appliances, and it will only be easier to enter the IoT in the future than Xiaomi.
For the attack in the overseas market, Xiaomi's biggest advantage is the success of Xiaomi mobile phones, and Haier, home appliances have also accumulated considerable experience.
Nowadays, even though xiaomi, Huawei and other mobile phone manufacturers hold the cutting-edge technology of IoT, technology cannot change the rules of the market, and the market is still firmly in the hands of Haier, whether domestic or global. Haier will carefully consider that the insubordination into the IoT is not slow to respond, but the time has not come.
In the future, when Haier really takes ioT as the focus to promote it to the world, can mobile phone manufacturers such as xiaomi keep the existing market share? Or does Xiaomi not give Haier a way to live? (Author: Periscope Jun)