Haier Zhijia： Let wisdom lead quality life every day.

Home is a harbor that carries people’s dreams and happiness. No matter how technology develops, in the final analysis, she should be a better and more quality synonym for the appearance of home.

With the main consumers in the market changing from the post-80s to the more personalized post-90s and post-00s,Household productsField,consuming behaviorWith the change, the consumer groups are also accelerating the refinement, from once focusing on the use of men, women, children, adults, etc., to today’s maternal and child series, secondary series and many other sub-fields, especially the high-intensity life pressure brought by the acceleration of the industry, users are paying more attention to whether products and services can be improved.quality of life. In other words, people pay more attention to the value thinking of internal needs. And this kind ofMarket consumption patternThe change also determines that enterprises can only adapt to the changes in consumer behavior if they seek innovation and change.

In fact, people’s requirements for household appliances, including washing machines and refrigerators, have changed from meeting basic needs in the past to improving the quality of life today, including the comprehensive upgrade of basic performance, aesthetic pleasure, convenient use, healthy life and happiness index, which makes people’s homes more fashionable and warm.

Let the service have more digital application of "temperature"

In the era of digital and intelligent popularization, people basically spend more than half of their time dealing with digitalization every day, which makes life more convenient and faster and becomes an indispensable existence. For example, after the digitalization of home appliances, users can perceive the real effect of the whole scene in advance, and then buy when they feel satisfied after the experience, and enterprises can also accurately understand the preferences of users, so as to better link the needs of sellers and buyers.

Undoubtedly, digitalization can make life more warm. In the era of users’ home, enterprises need consumer consumption, so they must cater to the market, carry out digital transformation, and seek innovation and change. Haier Zhijia has grasped the bull’s nose of digital development many years ago and implemented a comprehensive digital transformation.

It is the central logic of Haier Zhijia’s digital transformation to improve users’ ideal experience. As Xu Meng, vice president of Haier Zhijia and general manager of China District, said, within Haier Zhijia, a chain group organization was built around users, and at the same time, with the support of business model, the reform of the whole system was realized, that is to say, the whole link of users was opened, and the whole process links such as contact, interaction, transaction, delivery and word-of-mouth were made visible on the platform. Of course, after the digital transformation of Haier Zhijia, it has well met the real-time needs of users, made Haier’s service more temperature, and won competitiveness for its own development.

On the road of digital transformation, Haier Zhijia focuses on efficiency first. Through the four digital reconstructions of objectives, organizations, mechanisms and processes, the whole process of all employees focuses on the transformation from "enterprise digitalization" to "digital enterprise". For example, in terms of business, they upgrade their business model from offline to online mainly through digitalization of six platforms: customers, users, products, services, marketing and logistics, which improves the user experience and repurchase rate.

Of course, in addition to the digital upgrade at the front-end client, Haier Zhijia mainly puts the supply chain, logistics, production and materials on one platform to quickly respond to market demand. At present, all nodes have improved their efficiency through the digital lean manufacturing platform, and the accuracy of time series planning has increased to 85%, the hourly output has increased by 9.3% year-on-year, and the logistics loading efficiency of order delivery has increased by 30%. At the same time, all designers and R&D personnel understand the needs of users, the market’s views on current products and future trends on the platform, and then develop a new SKU (inventory unit) which is more accurate and efficient.

It can be seen that, driven by the changes of the times and the transformation of consumption, the systematic logic of Haier Zhijia’s entire commercial circulation forces the enterprise’s business model to make subversive changes for users, from the previous business logic of ToB to all ecological and cooperative partners and channel providers to build a complete link of ideal whole-process experience around the needs of users. Haier Zhijia has accelerated into the user era.

Let a home realize a "differentiated" new experience around users.

For the home furnishing industry, how to seek change and innovation? In fact, the focus still needs to fall on the core factor of "users", so that users can feel the warmth of home and have a new sense of experience.

Nowadays, users have become the market leader, but there is a phenomenon: users don’t know exactly what they want or need, and many of their needs, such as the additional functions of household appliances in addition to their own basic functions, are actually created by the market.

From this point of view, the iterative upgrade of products should be ahead of consumers. That is to say, in the process of product research and development, enterprises need to pay more attention to the improvement of quality of life brought by products, rather than low-end products, under the premise of combining national policies and matching corresponding resources, and finally create differentiated products that users are willing to pay for. These products must be able to bring users life feelings and enjoyment that they did not have in the past.

For example, Haier Zhijia will show a casarte flat-embedded refrigerator on AWE this year, which can be beautifully embedded in the cupboard, beautiful and atmospheric, and also effectively saves the kitchen space. It really realizes the integration of home appliances and home improvement through the front of home appliances, which realizes the experience and feeling that the refrigerator did not bring in the past.

On the other hand, the consumer groups have become more personalized after 90 s and 00 s, and they have changed from the differences in the use of people who once paid attention to it to many sub-sectors such as maternal and child series and secondary series today, so the market needs to be re-laid.

For example, Haier Zhijia’s three-level brand strategy of "high-end brand, scene brand and ecological brand" has opened up a new track from products, scenes to ecology. It can be said that the strategic landing of Haier Zhijia’s third-class brand conforms to the trend of contemporary users’ consumption concept of "thousands of people". Xu Meng said that by arranging the brand matrix of super-high-end Fisher & Paykel, high-end casarte, Volkswagen Haier and Young leader, we can find suitable product solutions for different groups, better meet the consumption behavior of different groups and better adapt to the current consumption stratification.

After meeting the needs of different users, Haier Zhijia also has a deep insight into the new consumption concept of the Z generation youth in the family field. Compared with the former consumption concept of "I will buy whatever the enterprise produces", contemporary young people pay more attention to the phenomenon of solutions and lifestyles. It is often difficult to make their consumption land only by using products. At the same time, their consumption concept is just one stop at a time, and time is more important than money. Therefore, through the landing of the smart home scene brand, Haier Zhijia provides a new life with higher quality, convenience and wisdom, which is no longer a commodity, but a solution covering home improvement, home, home appliances and home life.

In addition to satisfying users and reassuring them, the distance between enterprises and users is also an important success or failure point in today’s market. However, Haier Zhijia has changed people looking for goods in the past into people looking for goods today. For example, offline casarte is entering the shopping mall in an all-round way, and it is not a traditional household appliance, but a scene experience of a high-end lifestyle jointly built with the ecological side, and such a "differentiated" smart life experience is constantly entering the families of millions of users.

When night falls, the lights are dim, and the sleep mode of smart home is quietly started. Curtains are automatically closed, the ambient temperature is automatically adjusted, the mattress senses the body posture, and the height and hardness of the pillow are automatically adjusted, so that the human body can get ideal comfort and support. The speaker on the bedside table will play soft music, which will make people fall asleep gradually. When the human body enters deep sleep, it automatically adjusts the volume to keep a quiet sleeping environment … This has been the daily life of Haier Zhijia users.

The effective implementation of Haier Zhijia’s "three-level brand strategy" has met the practical needs of users’ consumption behavior changes to a certain extent, which is a gospel for users. From this aspect, Haier Zhijia has always been guided by the needs of users, that is, "user-centered" strategic layout, promoting enterprise reform and improving the quality of users’ consumption every time.

Today, people’s home life is moving towards wisdom; What will it be like tomorrow? Perhaps, as Xu Meng said, it is to provide users with clothing, food, shelter, entertainment and smart life scenes, and feel the happiness of thousands of people!

In the era of smart life, how can innovative technology empower space? How can user needs be realized? How does the smart lifestyle continue to evolve? Haier Zhijia follows the needs of users with innovation, accurately grasps the industry trend and has insight into the next decade. At 18: 30 on April 27th, Haier Zhijia once again joined hands with AWE to start a smart life and look to the future-Haier Zhijia X36 "See 2033" joint theme live broadcast, inviting thousands of users to enter Haier Smart Life Experience Field together, so stay tuned!

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