Zhi DongXi (public number: zhidxcom)
Author | Cheng Qian
Edit | Desert Shadow
2021 is a "big year of science and technology": the meta-universe concept swept the Internet, and virtual reality technology ushered in a breakthrough; Tesla's self-developed chips continued to break through the boundaries of autonomous driving technology; carbon neutrality, 5G technology, and self-developed chip technology are also constantly innovating...
In the ongoing two sessions, "scientific and technological innovation" has also become one of the important topics of concern to the outside world. The government work report proposes to promote scientific and technological innovation, promote industrial optimization and upgrading, and rely on innovation to improve the quality of development.
Technological innovation covers all walks of life, as a household necessity of the home appliance industry, also takes scientific and technological innovation as a long-term driving force. The most intuitive embodiment is that the Internet of Things, artificial intelligence, big data and other technologies are accelerating the process of intelligent upgrading of home appliances, and the boundaries of smart homes have begun to extend from products to all scenarios.
Based on this, Haier Zhijia, which has accumulated many years in the field of home appliances and the Internet of Things, relies on the advantages of hardware research and development to continuously extend the perspective of scientific and technological innovation from product technology to scene technology and life technology, and constantly opens up new boundaries.
In the increasingly competitive smart home market, what is the logic behind Haier Zhijia's move? From product expansion to scene and life technology, where is the boundary of its future scientific and technological innovation?
First, innovation breakthrough, product technology leadership is the base of Haier Zhijia
In recent years, the concept of smart home has swept through, from smart single products to whole house intelligence, the entrants are nothing less than Haier Zhijia, Midea, Gree and other home appliance manufacturers, as well as Huawei, Xiaomi and other technology companies.
At the same time, consumer demand for home appliances has changed from practical to intelligent, active and green, and higher requirements have been put forward for traditional home appliances such as refrigerators and washing machines.
With strong technical strength in the outside and the upgrading and iteration of user needs, Haier Zhijia has chosen to use technology to break through. In 2016, Haier Zhijia released a full-space fresh-keeping refrigerator, a smart diet, equipped with an AI smart clean sterilization system that can cruise in real time and self-sterilization and purification; Haier no-clean washing machine, placed 12 "wisdom balls" between the inner and outer barrels, to achieve the effect of "washing the bucket at the same time"...
According to online public data, Haier Zhijia already has 178 original technologies, and has become a benchmark in China and even the world, during the "13th Five-Year Plan" period, China's home appliance industry selected 10 original technologies, Haier Zhijia exclusively occupied 6 seats.
▲Haier Zhijia Haier refrigerator part of the original technology
Second, with the same frequency of the times: Haier Zhijia lane change scene, life technology
Coming to the era of the Internet of Things, the market environment, consumer demand, and competitive situation are constantly changing, and Haier Zhijia realizes that in the future field of home appliances and the Internet of Things, only focusing on product technology cannot continue to gain the upper hand.
Because the simple product function upgrade can only meet the basic needs, but can not bring a more complete scene experience and quality improvement, such as the refrigerator is only used to preserve fresh ingredients, why not let it play a greater role in the diet?
In this regard, Haier Zhijia shifted the perspective of scientific and technological innovation from "product technology" to scene technology and life technology.
What is Product Technology? Taking the refrigerator as an example, at the beginning, the function of the refrigerator is to keep fresh, and Haier Zhijia continues to improve the preservation technology, such as constant temperature, dry and wet storage, full space preservation, etc., so that this basic function is getting better and better, and the upper limit is getting higher and higher.
The significance of scene technology and life technology is no longer limited to the product itself, but also takes into account the perfect integration with home decoration and home furnishing. Like today's refrigerator popular embedded cabinets, in many cases need to reserve space on both sides, not beautiful and dusty, but if fully embedded to open the door will become a problem. In this regard, Haier Zhijia invented a flat and implicit embedding technology, which can be embedded with the cabinet 0cm with the bottom of the refrigerator with the front heat dissipation system, and open the door freely and smoothly.
It can be said that the birth of scene technology and life technology is because enterprises not only pay attention to the product itself when developing, but also consider how to perfectly integrate with the scene and space of life, and how to influence and enhance the user's scene experience and lifestyle under the premise of ensuring that the product itself has excellent functions. From this point of view, haier Zhijia's scientific and technological innovation is no longer a simple product technology innovation, but a scene technology innovation.
▲Haier smart kitchen solution
The extension of the above series of innovations is based on the evolution of Haier Zhijia product technology, scene technology and life technology. The scene brand three-winged bird under Haier Zhijia is a concentrated embodiment of its scientific and technological innovation and road change achievements.
At present, The Three-Winged Bird can provide users with "one-stop customized smart home" service. Pre-design, mid-construction, and later home appliances and home supporting the whole process of one-stop package round, from the elderly, maternal and infant special products, to kitchens, living rooms and other smart scenes, and even the needs of food, clothing, housing and entertainment such as aldehyde removal and water purification can be tailored.
Third, scientific and technological innovation has no boundaries, and user demand is the direction of enterprises
So back to the original question. Where is the boundary of Haier Zhijia's scientific and technological innovation? In fact, it can be seen from the past that Haier Zhijia's technological innovation model has been changing with the times and with the changes in user needs. Therefore, we cannot arbitrarily frame a boundary for Haier Zhijia's scientific and technological innovation.
If it must be said, it can only be where the future user needs are, where is the battlefield of the enterprise. Even if it is an uncultivated and inaccessible place, Haier Zhijia has the ability and confidence to become the first batch of explorers in the industry.
Why? The key is the infinite experience development model behind it.
At present, Haier Zhijia has established a 10+N innovation system in the world, on this basis, Haier Zhijia has built an unlimited experience research and development model, shifting the focus of research and development from products to scenarios, no longer focusing on a single product, but focusing on the user's experience, ensuring that every scientific and technological innovation is an effective innovation that can solve user pain points and meet demand trends; at the same time, Haier Zhijia and users in the HOPE innovation ecological platform, 120,000 community experts, and more than 1 million global resources, from research and development, design, The whole process of manufacturing docks user needs in real time to achieve accurate iteration of scientific and technological innovation and never become obsolete.
After experiencing the torrent from traditional home appliances to smart home appliances, traditional home appliance manufacturers have smelled opportunities, but how to truly realize the transformation of scientific research results and truly realize the transformation from the traditional home furnishing industry is still a problem they face. The advantage of Haier Zhijia is that its strategic transformation has always focused on user needs, and the perspective from product technology to scene technology and life technology has been continuously subverted, so that the industry's innovation boundaries can be broadened and the speed of change in user needs can be kept up.
Conclusion: Haier Zhijia uses technology to change lanes to reclaim a new incremental market
The leap from traditional home appliances to smart home appliances is also an innovation in the home appliance market. Extending from a single home appliance to the scene and life, Haier Zhijia gives full play to its own advantages in scientific and technological innovation, continues to explore and broaden the industrial boundaries, and constantly changes the development strategy, so as to open a new incremental market and achieve continuous leadership.
Nowadays, science and technology is the embodiment of the hard power of enterprises, and constantly breaking the boundaries of scientific and technological innovation is the "killer" of enterprise development.