In the 1990s, Microsoft founder Bill Gates spent hundreds of millions of dollars to build a sci-fi "house of the future", and the smart home concept has since become popular around the world. More than 30 years later, the whole house intelligence with deep intelligent control as the core trend, driven by the global high-end brand COLMO of AI technology home appliances, has truly entered the homes of elite users around the world. From single product intelligence to complete sets of intelligence to whole house intelligence, smart home continues to evolve under the leadership of pioneers, and the global home appliance and even technology industry is expected to achieve high-end iteration in the wave of industrial change, and a new round of brand pattern reconstruction will also be launched.
High-end + systematization, the home appliance industry launched a new round of pattern reconstruction
After ending the popularity dividend, the home appliance industry is under pressure. In the past two years, under the impact of the outbreak of the epidemic and the downturn in real estate and the increase in the price of raw materials, the challenges facing the home appliance industry are getting bigger and bigger: under the stock market, the industry scale hovers around 800 billion yuan, and the sales volume of many categories has declined seriously; brand homogenization competition and the lack of subversive product experience have led to insufficient motivation for users to replace new ones.
Of course, challenges and opportunities have always been two sides of the same coin, with industrial upgrading to drive consumption upgrading, consumption upgrading to force industrial upgrading, home appliance industry to break the opportunity to develop is still in their hands. In the process of the industry's breakthrough development, the reengineering of the brand pattern has also been staged.
For the current home appliance companies, there are two main directions for evolution: First, the high-end brand, which is reflected in stronger technical barriers and higher brand premium. The second is the systematization of services, and the future must not be the ability to compete for a single product, but the ability to compete in a systematic way, which is characterized by smart homes.
From the perspective of brand high-end, AI technology is a strong fulcrum. After all, as Kevin Ashton, the "father of the world's Internet of Things," said, AI technology will become the infrastructure of human society like water and electricity. If the iterative evolution of home appliance companies can take AI technology as the fulcrum, they will be more able to follow the trend and establish high-end brand potential.
From the perspective of service systematization, smart home is actually a double-edged sword, the experience is polished well to achieve a jump in brand value, and the experience is rough and does not land, which will greatly overdraft the brand and market.
In this context, the COLMO brand, which aims to provide high-end smart life solutions with a full picture, should be born in 2018. CoLMO, which has been established for more than three years, not only continues to deepen the brand technology label such as AI technology home appliances, but also continuously consolidates the high-end service capabilities of smart homes such as Quanjia Intelligent Control, and COLMO will undoubtedly play an important role in the process of a new round of pattern reconstruction in the home appliance industry.
Rational aesthetics + technology services, COLMO locks in the global elite
Historical experience shows that the high-end of the brand requires both time precipitation and differentiated operation. In the past three years, with accurate brand positioning and differentiated brand marketing, COLMO has occupied the minds of more and more elites.
The elite mentioned here does not only refer to people with rich achievements, COLMO defines them as "global super individuals" - they are a special type of consumer in the new middle class, with a global vision, the pace of life and work changes quickly and frequently, the pursuit of cutting-edge technology, and rational thinking.
From the perspective of consumer demand, there are two major characteristics of "super individuals": one is that the favored products must have distinct aesthetic characteristics, and the other is that the functions should be deeply satisfied or even exceeded expectations to meet the needs of high-quality life.
The unique thing about COLMO is that it has a deep insight into the consumption needs of super individuals. Since its inception, COLMO has taken "science and technology to serve the origin of life, design and release rational space" as its brand concept, build a "rational living space" for elite users, and attract more and more super individuals to achieve value resonance with it with "rational aesthetics + technology service".
Rational aesthetics has been one of the core values of the COLMO brand since its inception. From the perspective of science and technology, it is to let science and technology serve the source of life; from the aesthetic point of view, it is necessary to let the design release the rational space. The aesthetics of science and technology that understand the essence and the design aesthetics of simplicity together constitute the connotation of rational aesthetics.
Technology services do not exist for the sake of novelty, and COLMO focuses on solving the two major pain points of convenience and personalization. Therefore, unlike other brands that focus on high-end, COLMO never shows off its skills, but focuses on the convenience and quality improvement of life with technology and design. For example, with the blessing of deep learning ability, the recognition rate of ingredients in the refrigerator will be higher and higher, so as to more accurately match the preservation program, push shelf life reminders, etc.; the use of AI cameras allows the washing machine to automatically determine the volume, shape, and color of the clothes, automatically match the amount of water, detergent and washing program, and provide the best laundry care plan.
The high-knowledge, high-income elite is a fan of rational aesthetics and scientific and technological services, they reject complicated design, exaggerated marketing, crude and passive functions, and yearn for and pursue the "rational and intelligent life" led by COLMO.
This is confirmed in the market data. According to the "2021 Ideal Life Annual Report" released by COLMO, in 2021, nearly 30,000 super individuals will open the COLMO smart life, more than 18,000 super individuals will open the full picture of the life (activate and connect more than 5 COLMO products), and the number of family scenes will reach 75,000...
In addition, in 2021, COLMO's annual sales exceeded 4.26 billion yuan, 5 products entered the industry Top 10, and won 14 international design awards. Whether in the overall market of home appliances or the high-end vertical market, such performance and growth rate are rare.
Of course, such a stunning performance is inseparable from a series of high-end brand marketing activities. The author observes and finds that COLMO's brand marketing has never been to display a product or technology, but to focus on the output of high-end lifestyles and the advocacy of scientific and technological mission and social responsibility.
For example, in 2021, COLMO joined hands with Ma Qingyun and Ma Boqian's father and son to create a micro-documentary "Leaving Blank", launched the second season of "The Evolution of Life", and cooperated with director Jia Zhangke to create a film-style documentary program on observing characters in the era - "Behind China Meet 1%"... These cross-border brand activities with art are releasing concepts such as "simplifying complexity and simplicity" and "rational aesthetics leading the evolution of life", and interpreting the beauty of high-end lifestyles.
For another example, as a "Ge Sixteen Public Welfare Partner", he donated grass square grid to help the windproof and sand fixation project of Sanwei Mountain, reinterpreted the relationship between man, nature and science and technology in the second season of "Life Evolution", and explained "looking up to nature" at the annual design event "Design Shanghai" in Asia 2021, and continued to explore the advanced mission of symbiosis and progress with science and technology.
Accurate and differentiated brand value positioning, coupled with high-end brand marketing activities, colmo has successfully transformed the high-end brand potential into high-end market potential while locking in the global elite.
AI full-scene set + deep intelligent control to create a "villa wisdom expert" in the era of whole house intelligence
To create a full picture of high-end smart lifestyle, brands and services need to be perfectly coordinated, COLMO has achieved industry occupancy in the systematic services characterized by smart homes.
Smart home is not a new word, but it is definitely a hot word. From Google to Apple, from BAT to Huawei and Xiaomi, smart homes have become an industrial highland that technology giants must compete for.
From the observation point of view, due to different capabilities and cognitions, the smart home experience created by different companies is also uneven. As far as the development stage is concerned, the author believes that the development stage of industry enterprises can be basically divided into three levels: one is the single product intelligent stage, the second is the complete set of intelligent stage, and the third is the whole house intelligent stage.
At present, the vast majority of brands are doing single product intelligence, promoting the intelligence of traditional functional hardware, such as smart watches, smart appliances, smart phones, etc.; a small number of brands try to lay out complete sets of intelligence, providing integrated design of complete sets of smart devices around the home scene; only a very few brands can do whole house intelligence, and brands that achieve deep intelligent control on the basis of set intelligence are even more scarce.
Obviously, the whole house intelligence with deep intelligent control as the core feature is a high-level form of smart home, and COLMO is a strong person in the field of whole house intelligence. So, how does it do it?
From the perspective of the current situation of the industry, most of the current intelligent control capabilities of enterprises are relatively "shallow", and the more functions they do are voice switch machines. For example, after saying the wake word, you can switch the computer on and off the TV, air conditioner and other equipment without a remote control. Of course, this brings some convenience to users, but it is far from enough, in terms of the depth of service, there is still a great distance from the expectations of elite users for smart homes.
When the industry can't lift its head, COLMO has become a key "game-breaker". First of all, it has developed a series of high-end smart home appliances to form an AI all-scenario smart set. CoLMO's high-end wisdom set takes rational aesthetics as the unified design language, which can naturally integrate with the modern home environment to create a high-end, integrated minimalist visual style, and there are also AI technologies such as humanized interaction, deep learning and expert systems.
Secondly, based on the AI all-scenario wisdom set, we will create in-depth service capabilities. Applying image recognition, voice interaction, deep learning and other technologies, COLMO integrates AI core technology into high-end home appliances, realizes the "invisible" interconnection between products and products, products and people, and builds a whole home intelligent control system.
In such a system, high-end home appliances can automatically sense the user's status. For example, when the user returns home, without manual setting, the water heater can preheat and adjust the temperature, the air conditioner automatically starts and adjusts to the appropriate temperature, outputs healthy air, and the speaker automatically plays the user's favorite music and so on.
Under shallow control, the service of smart home appliances to users is simple and fragmented. Smart devices often need to be turned on one by one, and cannot automatically run appropriate programs according to the needs of users' personalized scenes. For example, you can only turn on the air conditioner but cannot automatically adjust the temperature, and you can't link other smart devices such as humidifiers and light strips to work.
Under deep control, high-end home appliances can realize the interconnection with people and machines, and provide complex and holistic services. This kind of service is actively provided by the whole house intelligent control system, and the entrance of the service is unified, with the characteristics of unified management and overall service. For example, users only need to issue a command to control the air and water quality management of the whole house, start the in-depth service capabilities such as zero cold water, silk washing and care, etc., so as to experience the convenience and comfort brought by the deep intelligent control of the whole house.
It is precisely because of the whole house intelligent control service based on high-end smart home appliances, COLMO, as the "villa wisdom expert" in the era of whole house intelligence, is gradually realizing the combination of intelligence and comfort, exclusive customization, rational aesthetics and professional services.
In terms of comfort, COLMO's products are deeply connected to the IoT capability, because it is a homologous protocol, without the help of external forces, the whole house can be deeply intelligent; in terms of exclusive customization, whether it is the software or hardware of smart home appliances, it can meet the individual needs of users. Such as customizing home music and atmosphere lights according to user living habits and time periods, and customizing the color of high-end home appliances according to home decoration style.
From smart single products to intelligent sets, and then to whole-house intelligence with deep intelligent control as the core feature, this is an inevitable trend in the development of smart homes. Whether it is in the field of AI technology home appliances or the field of whole house intelligent services with deep intelligent control, COLMO is promoting the high-end process of the home appliance industry and the in-depth development of the smart home industry with the attitude of industry benchmarking.