Appliance industry faces transformation

The appliance industry is facing a new outlet for the transition “Internet +” However, judging from the current status of the development of the smart home industry in China, each giant’s melee is still continuing. The latest report from the China Household Electrical Appliances Research Institute pointed out that the industry is still in its early stages of development. Domestic companies such as Haier, Midea, Gree, and Hisense, as well as foreign companies such as Siemens, Whirlpool, Samsung, and LG, have introduced their own smart products in different degrees. However, the interfaces, standards, and protocols of various companies are not the same. Sex and reliability have not been actually certified.

The appliance industry is facing a transition and the Internet+ provides a new path. After the early subsidy policy stimulated the short-term outbreak of home appliance demand, the high growth of the industry is difficult to reproduce. However, compared with mature markets such as Japan, there is still room for improvement in domestic home appliance holdings. The demand for new-type urbanization drives the third and fourth tier markets to continue to increase, and the demand for renewal gradually rises; overseas emerging markets have great potential for excavation, and steady low-speed growth still exists. Protection. Under this background, how to transform and upgrade and find new development paths and breakout points in the industry has become the key. The Internet boom is happening at the right time. With the rapid development of e-commerce, the impact of the home appliance industry on the mere sale of hardware terminal profit models, while the new concept of "terminal content value-added services" is changing the industry's traditional attitude, using "Internet +" The transformation of traditional models, exploration of new business models, and cross-border cooperation have become a consistent strategic orientation among industry giants.

"Internet +" in the home appliance industry: smart home. "Internet +" brings to the home appliance industry an intelligent upgrade of products and interoperability, channel O2O and profit model reengineering, and comprehensively forms a new ecology of "smart home", which is expected to make the home appliance industry regain the atmosphere of rising sun. The market space is large enough. In 2020, the overall output value of the market will exceed trillion yuan. The consumption upgrade lays the foundation for demand; the development of IT and communication technology gradually resolves the barriers to interconnection and interconnection between smart homes, making the smart ecology feasible. From a development point of view, the demand for the smart home industry generated by “Internet+” is still on the eve of explosive growth. The future development path is: the emergence of truly intelligent hardware—>unified operation platform construction—>business model formation: look for explosions Users pain points, ignite consumer passion; build a unified operating platform, significantly enhance the overall experience of smart home life; reconstruct business models, through the co-opetition mechanism to develop a full-cycle value-added service path, industrial chain income redistribution.

Smart hardware new normal: cross-border competition. The first step in the development of smart industry is to promote smart hardware. Cross-border competition will occur in large numbers. The core is user data. Enterprises that can cope with cross-border competition and achieve sustainable development must have control of supply chain, channel, and cloud service at the same time. The development path for domestic companies should be “supply chain → channel → cloud service → supply chain” clockwise cycle. .

Pioneer: Intelligent Controller. Intelligentization of hardware is the first step in the intelligentization of controllers, and the demand for intelligent controllers is about to erupt. The driving forces include: intelligent replacement, continuous transfer of orders to China, and professional division of labor. With a global market space of more than one trillion US dollars, the demand for domestic specialized vendors will increase from 20.6 billion yuan in 2014 to 427.1 billion yuan in 2017.

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