Up to now, the number of refrigerators in China has reached 100.9 units / 100 households, and almost every household has a refrigerator. The market is becoming increasingly saturated, and user demand has become a bellwether for market trends. From the current point of view, in addition to the previous healthy storage and large volume demand, users are more inclined to high-end, complete sets of innovative scene experience.
On October 27, Haier Refrigerator held the Haier Refrigeration Industry Global Summit in Chengdu and released a new strategy for 2022. In order to meet the user's innovative scene experience, Haier refrigerator has brought a full ecological solution covering 7 major scenarios of "eating, buying, storing, doing, washing, changing, mother and baby", and continued to innovate in the "storage" scene, releasing products such as Boguan and Junengjing that are more in line with modern storage scenarios. The trend of champions often determines the direction of the industry, and the release of Haier's refrigerator scene strategy will also have an important impact on users' eating life and industry development.
Upgrading the storage scene, Haier refrigerator new products to meet the new needs of users
With the increasingly complex diet structure and the increasing demand for hoarding, Haier refrigerators have been further upgraded in the core storage scenario, bringing first-class health preservation scenarios and first-class professional storage scenarios to meet the different needs of users.
First of all, in the first-level health preservation scenario, Haier refrigerator iterated the core technology. In view of the pain point of "frozen meat is easy to be air-dried" in the user's home, Haier refrigerator uses the Bernoulli principle to quickly and evenly bring out the hot air by creating a pressure difference, so as to achieve 0 temperature fluctuations to avoid repeated freezing of ingredients, 0 wind speed to avoid air-dried ingredients, and 0 waiting to improve heat exchange efficiency, so that the ingredients in the user's home are always fresh and tender.
Secondly, in order to meet the more multi-dimensional dietary needs of users, in the first-level health preservation scene, Haier refrigerators have brought new Products of boguan series with wide temperature change space. From 5 ° C to -20 ° C, users can change the corresponding storage temperature according to the specific ingredients they stock, even if it is a cutting-edge fresh goods such as king crab and Aolong, there is also a suitable storage environment, which can be stored and stored fresh.
In addition, with insight into the changing habits of users and the different needs of seasonal fresh storage, Haier Refrigerator has innovated first-class professional storage scenarios and launched the Giant Jelly series. As the industry's first large-scale refrigeration door refrigerator, this refrigerator not only provides 265L of refrigeration space, but also specially set up a temperature change space that can be adjusted to different modes such as refrigeration, freezing, cooked food, ice products, etc. A refrigerator extends a variety of storage and storage modes.
Launched the alpha fish platform, 7 major diet scenarios and then iteration
In addition to broadening the user storage scenario, Haier refrigerator focuses more on the complete kitchen scene. Judging from the on-site display, on the basis of the original "eating, buying, storing, doing, washing, changing and mother and baby" 7 major food scene services, it has advanced to the alpha fish platform to create a first-class intelligent ecological scene experience.
In view of the fast pace of user life, the takeaway is worried about the price, taste, and safety are uneven, and the problems of complex operation and many dishes will not be done at home, the Alpha Fish platform has established a prefabricated dish intelligent cooking system, which can make cooking more simple.
How exactly does the Alpha Fish platform do it? First of all, based on the strong food federation ecology, users can get a variety of gourmet pre-made dishes on the alpha fish platform, such as small dumplings, fish flavored meat shreds, oil-consuming beef, yuanyuan chicken... Whether you want to eat a brand like Pretty Jiangnan, or want to eat a home-cooked nutritious breakfast, cooking master secret dishes, just log on to the platform and buy with one click to get it.
Secondly, after buying home, the operation that users need to do is also very simple, one-click cooking can enjoy food. For example, when a user wants to eat mustard baked beef steak at home, he only needs to put the pre-product purchased on the alpha fish platform into the steaming oven, start cooking with one click, and wait for the secret dish from master Huang Taimin to be baked.
Through continuous innovation around user needs in different scenarios, Haier refrigerators have formed a differentiated competitive advantage, and since 2016, the share has been rising for five consecutive years, and has now risen to 41.5%. Driven by the new strategy, growth is expected to further accelerate, which will also provide a strong reference for the transformation and upgrading of the industry.