The refrigerator industry has once again ushered in a new strategic highland! Ultra-thin is now becoming a new outlet for development for Chinese and foreign giants under the tide of scientific and technological innovation, industrial iteration and consumption upgrading.
A few days ago, Hisense announced the launch of the world's thinnest refrigerator, to achieve a new experience of "occupying a smaller area and larger volume" of home refrigerator preservation, which fundamentally meets the needs of users for refrigerator products today", "does not occupy the place and can store more fresh", and solves the pain points of food preservation storage diversity and multi-quantification brought about by the increase in the family population under the three-child transformation. The home appliance circle noted that as another innovative achievement of Hisense in the refrigerator industry after the vacuum refrigerator, the vacuum ultra-thin refrigerator is pushing the technological innovation, industrial iteration and consumption upgrading of the refrigerator industry to a new stage and a higher level.
In recent years, as the refrigerator industry after the preservation of the second consumption outlet, but also based on the new direction of technology and consumption after the maturity of preservation technology, ultra-thin refrigerator is becoming a new strategic highland for Chinese and foreign enterprises to compete, including Casarte, Meiling, as well as Panasonic, Toshiba are in the market battle for ultra-thin refrigerators, Hisense is not the first or the last company to lay out ultra-thin refrigerators, but in this year's market has created a new height of ultra-thin refrigerator technology and a new pattern of the market.
Behind the ultra-thinning of the refrigerator is a new track led by users
From mobile phones, televisions, to refrigerators, in just a few years, a wave of ultra-thin technological innovation and consumption upgrading is coming to the home appliance industry. If freshness preservation is an essential skill for all refrigerators; then ultra-thinning is a differentiating skill for refrigerators. In recent years, when the refrigerator industry has focused on preservation technology through the market and mainstream consumption, ultra-thin has injected new vitality into the future development of the industry under the impetus of head enterprises.
Industry insiders pointed out that this round of ultra-thin refrigerator development trend, unlike the previous preservation, large capacity and high-end, for the first time from the head of the enterprise scientific and technological innovation and mainstream consumer group quality upgrade multi-force pull. It can be said that in the more than 40 years since the development of refrigerators in the Chinese market, it is the trend of accurately docking the scientific and technological innovation of enterprises with the quality needs of users.
As Lin Zhaohui, vice president of hisense China marketing headquarters and vice president of the refrigerator company, said, the pain point of the current refrigerator is very clear, that is, the product volume seems to be very large, but it cannot hold many things. Therefore, how to make the refrigerator have super preservation performance, and it does not take up too much space to store more things, ultra-thin is the best solution and development direction.
This point is being recognized and responded to by more and more mainstream enterprises at home and abroad. The home appliance circle has learned that at present, Casarte is mainly based on ultra-thin embedded in the refrigerator market, and Casarte and Meiling have also launched ultra-thin refrigerator products. At the same time, foreign brands such as Panasonic and Toshiba have also customized ultra-thin refrigerator products for Chinese families based on their own insights into refrigerator trends and user needs. In addition, companies including Siemens, Samsung, Whirlpool and other companies are also increasing the research and development and investment of ultra-thin refrigerators. It is foreseeable that in the next 3 or 5 years, ultra-thinning will set off a new tide in the refrigerator industry.
Before the explosion of themed promotional activities such as this year's Double Eleven and 2022 New Year's Day Spring Festival, Hisense "added another fire" to the development of the ultra-thin refrigerator market. It can be seen that with the full increase of Hisense refrigerator ultra-thin, this not only means that a user-led refrigerator industry reform era has been a strong expenditure, while the refrigerator industry a new round of technological change of the innovation curtain has been opened, and finally realized the first landing of home appliance integration innovation in the refrigerator industry.
With the listing of the world's thinnest refrigerator, it not only solves the problem of high-end food storage difficulties, but also represents that the refrigerator has officially entered the era of vacuum and ultra-thin. Behind the opening of this new era, it means that Hisense has taken the lead in creating a new channel of "user demand leading enterprise development and change" in the refrigerator industry.
The power of Hisense's bull's ear is the collision of technology and demand
In recent years, the development process of the home appliance industry has been violently turbulent by the tide of the times, and it has suddenly been pushed to the cusp of social change. On the one hand, the competition between enterprises is fully fierce, the market has changed from rising and falling, consumer demand is sluggish, and the traditional means of competition are weak; on the other hand, the process of market upgrading and consumption iteration is accelerating, especially Generation Z users are creating a new diversified, personalized and hierarchical consumption situation.
For many home appliance companies, how to break the current market dilemma and open a new consumption pattern? Hisense took the lead in the refrigerator industry to give its own answer, that is, based on scientific and technological innovation, in the direction of user needs, to create original technology and first products that meet the needs and pain points of users. Therefore, standing at a new starting point for industrial change and consumption upgrading, Hisense refrigerator has once again exerted efforts to make ultra-thin refrigerators and open a new direction of ultra-thin development after completing the definition of a new height of preservation with vacuum refrigerators.
It is completely similar to the ultra-thinning of mobile phones, color TVs and other products, which is completely a new technological reconstruction. For refrigerators, ultra-thin is not only a simple product structure innovation, but also involves integrated innovations such as refrigeration systems, air duct systems, and thermal insulation technology. It can be said that ultra-thinning is a secondary creation and invention from the inside out, from the system, structure to the whole machine.
In this regard, Hisense refrigerator based on its own technical strength, grasp the focus of ultra-thin technology, the use of the world's cutting-edge black technology technology "VIP vacuum insulation board", effectively avoid the heat transfer caused by air convection, thermal conductivity greatly reduced, but also has the characteristics of thinner, durable constant temperature, environmental protection and low energy consumption. In the end, the wall thinness of Hisense vacuum ultra-thin refrigerator is only 33mm, the overall width is 700mm, the overall product covers an area of 0.46 square meters, and there is no bulge in the back of the refrigerator, which realizes the integration and integration with the home cabinet.
As the thinnest product in the refrigerator industry at present, Hisense vacuum ultra-thin refrigerator refrigerator is 2mm thinner than its peers, the freezer room is 10mm thinner than its peer ultra-thin products, and it is about 40-50mm thinner than non-ultra-thin refrigerators. The result is the same size of refrigerator products, Hisense volume ratio of up to 58%, while the market of ultra-thin products are generally only 53%-56%. It really brings users a large-capacity experience of "occupying a smaller area and having a larger volume", and solves the pain point of "small housing space, but large-capacity refrigerators cannot be put down".
In addition to the perfect integration of vacuum preservation and ultra-thin technology to solve the user's pain points, Hisense Refrigerator also pioneered the rotor fresh air system to directly move the fresh air conditioner into the refrigerator, and also realized the industry's first quick-lock fresh cabin in the refrigerator products, the industry's first use of splendid inkstone panel, as well as the use of full-space ion sterilization net taste, and finally the ultra-thin refrigerator from the refrigeration system, air duct system, health technology, appearance design and other three-dimensional reengineering, bringing users beyond imagination surprise and experience.
Wu Xianjian, executive deputy secretary general of the China Home Appliance Commerce Association, pointed out that whether it is a vacuum refrigerator or a vacuum ultra-thin refrigerator, it is the beginning of a new era for the home appliance industry and home appliance companies. The core is who can take the lead in snatching the user's mind and winning the user's trust. From this point of view, Hisense refrigerator provides new references and references for the industry, and also achieves its own leading position in the wave of ultra-thin refrigerators.