Haier Zhijia Li Huagang: User demand iteration is endless The three-winged bird highlights three major differentiated advantages

Reporter Fang Chao, Shi Yingjing, reported in Shanghai

At the "milestone" moment of 37 years of entrepreneurship, Haier Zhijia is pressing the fast-forward button of "focusing on user needs and continuously iterative evolution".

On December 26th, on the 37th anniversary of Haier's entrepreneurship, Haier Zhijia and CCTV News opened the "Wisdom of China • Haier New Year Festival" crowdcast activity, which showed consumers a total of 5 kinds of smart home life of "fashion home, pure home, wisdom home, healthy home, and fusion home" in an immersive experience, and it is reported that nearly 10 million netizens watched and interacted online.

According to the official website of Haier Group, it was founded in 1984, "always centered on user experience, as the world's only Internet of Things ecological brand for three consecutive years to win the BrandZ global top 100, for 12 consecutive years ranked as the world's first brand of European Tiger Appliances, its subsidiary Haier Zhijia ranked in the Fortune Global 500." ”

Li Huagang, president of Haier Zhijia, believes that the 37 years of entrepreneurship are also "37 years of Haier's continuous iterative evolution with user experience", in his view, Haier Zhijia has always focused on the needs of the user's times, and the future will also take the user's needs as its mission.

Combing can be found that as a well-known brand of white electricity in the world born in the 1980s, "focusing on user needs" has long been integrated into the DNA of Haier Zhijia, and the most well-known to the outside world is tantamount to "smashing the refrigerator". It is reported that in December 1985, Zhang Ruimin, then director of Qingdao Refrigerator General Factory, personally smashed 76 defective refrigerators with a hammer, and while "smashing refrigerators" sensationalized the market, Haier's information on quality was also widely known.

"By smashing the refrigerator, Chinese home appliances have a quality awareness. The launch of Haier's services has also given Chinese consumers dignity," in Li Huagang's view, "but users will not always stay in the era of universal home appliances, they will need a better life, a better experience." ”

"So we created Casarte." Li Huagang believes that Casarte defines what users really want from another height, "When you have a Casarte refrigerator, you will find that it can not only ensure that food does not deteriorate, but also provide nutrition and health; when you have Casarte air conditioning, you will find that it is not only refrigeration, heating, but also provides health and comfort." ”

Li Huagang said, "Because of this, Casarte has been able to lead the running industry with a compound growth of 30% + per year in the 5 years when China's home appliances fell into the 'inner volume'. It further said, "Because users are casarte's greatest designers, fans are casarte's best promoters." ”

Guosen Securities Research Report shows that in terms of domestic sales, under the same caliber, Haier Zhijia's domestic revenue in the first three quarters increased by 24.3% year-on-year, Casarte increased by 57%, and Guosen Securities Research Report also believes that "thanks to the company's high-end, globalization and the gradual release of Zhijia's strategic achievements, the company's domestic and foreign sales have achieved excellent performance."

Although it has seized the period of major opportunities for consumption upgrading, in the current era of the Internet of Things, Haier Zhijia clearly intends to "go further".

"In this day and age, users no longer want a single appliance, but a happy and comfortable home." Haier Zhijia said that in this regard, it has created the only scene brand Three-winged Bird, "providing the most advanced products, the richest scenes, and the warmest ecological services."

In his speech on December 26, Li Huagang also emphasized the "three differences" behind the three-winged bird.

"The first is that the design is different because there are scenes." Li Huagang took the kitchen as an example, saying, "The kitchen should have refrigerators, ovens, dishwashers, disinfection cabinets, smoke machine cookers, etc., but a complete kitchen should organize them together." Traditional business is difficult to design, but the three-winged bird has done it, it breaks the boundaries of the industry, the boundaries of ecology, so there is the scene that suits you best, because this is a customized kitchen for you alone. ”

In addition, Li Huagang also described in detail the differentiated advantages of the three-winged bird in construction and use, such as in terms of use, Li Huagang explained, "Because users want more than a kitchen, but also a happy life." And today, the purpose of the three-winged bird to provide a variety of customized scenes is to give you a happy life."

"The three-winged bird is a new species born in response to the era of digital Internet of Things, and it is also a new model for Haier Zhijia to create 'the best user experience'." The information provided by Haier Zhijia shows that at present, the three-winged bird has expanded more than 300 kinds of scene solutions, driven the consumption of more than 30 industries, realized cross-industry and cross-industry integration and innovation, and built a new ecology.

"The iteration of user needs is endless," Li Huagang said, "Haier Zhijia is ready, we will always take user needs as the mission, constantly upgrade and iterate, and serve global users." ”

(Editor: Quartzing Proofreader: Zhai Jun)