Source of this article: Times Finance Author: Yao Tingting
"It rains almost every day, the clothes don't dry, the quilt is always damp, and I can't sleep dry at night, and the air is like wring out water, and it's so stuffy that people feel like they're about to suffocate." Ms. Yao's embarrassing situation, which lives in Guangzhou, is a typical portrayal of many users in South China.
Since April this year, South China has ushered in many heavy precipitations, and before that, Liangguang and other places have just sent away the wet and sticky return to Nantian. Ms. Yao, who has been dealing with wet weather, was only recently alleviated by buying a dryer after the new "trade-in" subsidy was implemented.
And Ms. Yao's case is a microcosm of how more and more users are "renewing their lives". With the implementation of a new round of "trade-in" policy, household appliance consumption may usher in a climactic stage. The new deal is expected to promote the upgrading of the industry's product structure and open up a broad market space for high-end green smart home appliances. Some analysts have pointed out that the current market size of "trade-in" of household appliances has reached hundreds of billions of yuan.
However, whether we can grasp the new increase in the market depends on how the major manufacturers "show their powers". Recently, Haier Smart Home has launched a series of new smart technology products and scenarios in the "New Season of Better Life" event held across the country, focusing on the four major renewal propositions of Meiju, wisdom, health and green, and creating a one-step solution for users according to local conditions.
Different from the traditional renewal activities, this Haier Smart Home focuses on the ever-changing life needs of users, not only changing products, but also making the lifestyle look new. For example, in response to the hot and humid "sauna season" in South China, Haier Smart Home has created an exclusive rejuvenation plan for South China through Casarte Zhijing air conditioners, refrigerators, kitchen appliances and other products, and also provides professional services such as trade-in and renovation through the integration of household appliances and home appliances of Three-winged Bird.
Start the battle for sauna season
After entering the flood season, humid air swept through most parts of southern China, coupled with the gradual rise in temperature, both humid and sultry "sauna season", which caused many users to be troubled. In this case, home appliances with powerful refrigeration, dehumidification, and mold removal functions have become an urgent demand of more and more consumers.
In fact, the core source of power for the demand for "trade-in" comes from user needs, which requires home appliance companies to think about what users think, or even exceed what users think to solve the pain points and difficulties in life.
Originally, the rain for days caused the temperature to be lower, which objectively suppressed the demand for air conditioning in the peak season. What's more, traditional air conditioners can only dehumidify while cooling down, making the house feel cold.
This industry disadvantage has become an advantage for Haier Zhijia's Casarte Zhijing air conditioner. Different from traditional air conditioners, Casarte Zhijing air conditioners have three core algorithms: dual control of temperature and humidity, strong dehumidification, and temperature compensation, which can self-detect indoor and outdoor temperature and humidity, and match professional dehumidification solutions with one key for Huinantian, plum rainy season, sauna days, etc., to achieve dehumidification without cooling; In addition, in view of the problems such as respiratory diseases that are easy to induce in hot and humid weather, Casarte Zhijing air conditioner can wash the air with water oxygen to remove formaldehyde, PM2.5, odor, etc. in the air, so that users can enjoy fresh oxygen fresh air at any time.
In addition, in the field of food and life, South China is also facing many problems. In a hot and humid climate, ingredients are easy to deteriorate and moldy, chopsticks and utensils cannot be cleaned, and the range hood is backfilled with fumes on typhoon days. Casarte range hood has smoke perception and differential pressure perception, which can match the exclusive suction and exhaust power curve according to different cooking scenarios to achieve instantaneous suction and smooth discharge.
It is understood that in this "New Season of Better Life" activity, Haier Smart Home has brought users in South China 10 customized scene rejuvenation solutions such as air dehumidification, air purification, food preservation, tableware cleaning, smart cooking, exquisite washing and care, living room entertainment, home aesthetics, comfortable bathing, and healthy sleep.
The high-end focuses on high value
Haier Smart Home can renew the confidence of a higher quality of life for users, which is largely due to the industry leadership of its high-end brand. In recent years, turning to high-end has become the consensus of the home appliance industry. According to AVC's offline monitoring data from January to February 2024, in most major home appliances such as dishwashers and refrigerators, the high-end market share accounts for a relatively high proportion, many of which account for more than 50%. In the future, the implementation of the trade-in policy will also open up the broad market space of high-end home appliances step by step.
In Haier Smart Home's view, high-end brands focus not on high prices, but on high value. The so-called high value not only means pushing the actual experience of users to the extreme, but also means energy saving, environmental protection, intelligence and health.
Nowadays, in the high-end market, Casarte represents not only "high-end home appliances", but also becomes synonymous with "high-quality life" by virtue of original technology and extreme art. At present, Casarte has been chosen by more than 20 million users, and has achieved TOP1 in the high-end market for 8 consecutive years.
Not only Casarte, but now Haier Smart Home has also deployed high-end brand clusters such as Haier, GE Appliances, Fisher&Paykel, AQUA, and Candy around the world, continuously solving the pain points of life for global users and continuing to create the best experience.
Behind the global layout of high-end brands, it is inseparable from the strong R&D capability support of Haier Smart Home, and the "10+N" open innovation R&D system it has built can mobilize global R&D resources at any time to accurately iterate and innovate for the dynamically changing needs of users. Online, the HOPE innovation ecosystem platform brings together countless front-end engineers to bring together the supply and demand sides of technology, knowledge and creativity to efficiently promote the transformation and implementation of achievements.
In addition, in the four aspects of standards, patents, industrial design, and national recognition, Haier Smart Home has achieved absolute leadership. As of December 31, 2023, Haier Smart Home has led and participated in a total of 97 international standards in the field of smart home, the most in the industry. It has won a total of 12 China Patent Gold Awards, ranking first in the industry.
Relying on the three-level brand to continue to lead
High-end brands, scene brands and ecological brands have jointly built a three-level brand strategy of Haier Smart Home, and continue to carry out iterative innovation centered on user needs.
In addition to the layout of high-end brands, Haier Smart Home also relies on the scene brand Three-winged Bird to provide users with smart scenes and complete installation and bureau reform solutions, which means that in the process of "renewal", users are no longer the role of worryers, because Three-winged Bird can bring more professional and comprehensive customized solutions for smart home appliances and home integration.
For example, for the long-term damp and difficult to renovate the wall at home, the trouble of aging water pipes, leakage and mold, etc., Three-winged Bird can provide a one-stop whole, bureau renovation and renovation plan, and whether it is all spaces such as bedrooms, living rooms and bathrooms, or from the early design to the mid-term construction, the later home supporting and other processes, can be done for the user.
In the three-winged bird smart kitchen, it can not only maximize the utilization of space, but also make the Casarte Zhijing package perfectly embedded in the hood, stove, steam oven and cabinet, and also bring a different smart experience around the user's life line......
In terms of ecological brands, the Internet of Clothing and the Internet of Food continue to improve users' experience of clothing, food, housing and entertainment, and provide home life services with a full life cycle and sustainable iteration.
By adhering to the implementation of the three-level brand strategy, Haier Smart Home has been able to maintain long-term growth resilience. According to the first quarter report of 2024, Haier Smart Home achieved operating income of 68.98 billion yuan in Q1, a year-on-year increase of 6%; the net profit attributable to the parent company was 4.77 billion yuan, a year-on-year increase of 20.2%; net profit after deducting non-attributable to the parent company was 4.64 billion yuan, a year-on-year increase of 25.4%, and the profit growth rate continued to exceed the revenue growth rate; The net cash flow from operating activities was 1.72 billion yuan, a year-on-year increase of 27.3%, and the quality of operation continued to improve steadily.
Focusing on users, constantly improving product quality and service levels, and being a "user brand" are the constant insistence of Haier Smart Home. With the continuous development and innovation of Haier Smart Home in high-end brands, Haier Smart Home will continue to provide professional and personalized solutions for users in South China and even the whole country, helping users enjoy a more comfortable, healthy and intelligent life.