The beauty of the depiction of "the new generation of man and machine" _ Haier around the smart family

On March 8, the China Home Appliances and Consumer Electronics Show (AWE) was held in Shanghai. Midea Group released the “human-machine new generation” strategy during the exhibition, which depicts the scene of full integration of people and machines; Haier has released a full-scale customized package solution around the smart family.

The "Daily Economic News" reporter noted that with the in-depth transformation of the white giants, the direction of the company's focus is different, and the differentiation between enterprises is also growing.

"We are a technology group company." Midea Group insiders emphasized to reporters more than once.

Giants develop their own things

In January last year, Midea Group's offer to acquire KUKA was officially completed. Based on this, the business segment of Midea Group has made great strides in the field of robotics.

This "human-machine new generation" strategy seems to allow the outside world to see some answers: horizontal integration with existing businesses, and the vertical expansion of robot scale and application areas. In the horizontal direction, Midea and KUKA have laid out the R&D and innovation of big data and artificial intelligence, and through the "smart", all the links of manufacturing and products have been opened. In the vertical direction, KUKA has increased its investment scale and has new factories in Shanghai and Kunshan. At the same time, KUKA has expanded its application areas.

The chief marketing officer of the KUKA Group, Wilfried Ebelhart, said at the press conference that first, China is the fastest growing market for robotics and automation; second, China is also the largest market for robots. So, despite the Shanghai and Kunshan factories, they said that "we will increase in the future."

"The products on display today, it is not a simple home appliance business." Some visitors commented.

Midea has spent more effort on robots, and Haier is one step closer to smart families. Haier's smart family consists of “4+7+N”. 4 mainly includes 4 physical spaces, namely, smart living room, smart kitchen, smart bathroom, smart bedroom; 7 is the solution of seven elements such as air and water; It is customized by users according to their habits.

The "Daily Economic News" reporter noted that Haier's brand and product factors have brought convenience to its smart family strategy. In addition, Haier's product line is complete and there are many categories. These products are aggregated to make it easier to connect and more intelligent.

Industrial observer Hong Shibin said that if Gree successfully acquired Zhuhai Yinlong, Gree would increasingly expand into the new energy field. Maybe a few years later, these appliance giants belong to different industries.

Enterprise transformation is imperative

The "Daily Economic News" reporter noted that the growing differences between white giants are due to their respective transformations. Behind this is the ceiling problem faced by China's home appliance industry after decades of rapid development.

Taking Gree, which has a more single product, as an example, the company's total revenue in 2014 reached 140 billion yuan, but it shrank to 100.6 billion yuan in 2015. In 2016, it rebounded, but it was only 110.1 billion yuan. From the perspective of industry comparison, before and after 2010, home appliance companies and real estate companies have successively entered the “100 billion clubs”. However, in 2017, three properties have entered the scale of 500 billion yuan, and the leading household appliances are 200 billion yuan. By 2018, the three giants of the real estate industry had achieved sales of over 100 billion in just two months. Therefore, Gree, which has ample book capital and a good current cash flow, intends to enter the booming new energy field in the way of acquiring Zhuhai Yinlong in 2016 to break through the ceiling restrictions.

The reporter found that the path of transformation of home appliance enterprises is roughly divided into three aspects: First, product upgrades. For example, at this AWE exhibition, Midea displayed a smart air conditioner that can simulate forest air. Oaks released an air conditioner that can be washed and removed for 15 seconds. Second, the market expansion, the United States in 2012 put forward a global business strategy, to integrate the global market into the scope of sales, Haier acquisition of some home appliances brands in the United States and Japan, but also hope to enter more regions of the world in this way; The third is to expand the sector and enter new areas. For example, Midea's acquisition of robotics business.

For the future of China's home appliance enterprises, Jiang Feng, chairman of the China Household Electrical Appliances Association, is more optimistic. She said in an article in the AWE journal that "intelligence is the future direction of the home appliance industry. In recent years, Chinese home appliances The company has carried out a lot of useful explorations, gained a lot of results, and is at the forefront of intelligent home appliances."

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