In recent years, the intelligentization of home appliances has become a trend in the development of the industry. However, many companies have added remote control, mobile phone networking and other functions to new products, but the enhancement of the product itself is very limited. In the long run, the home appliance industry should not blindly follow the intelligence, but in order to obtain greater development in the user experience and product essential functions.
Fangtai Group has released a number of new products such as the smart lift hood EM7T.S, the sink dishwasher Q7, and the skyset, and the smart function has become a highlight. Mao Zhongqun, chairman and president of Fangtai Group, said at the press conference that in the face of the smart wave of home appliances, it is necessary to clearly understand that what customers really need is not “intelligence†itself, but a “better experience†that can meet the comprehensive needs of multiple parties. ". Smart technology is just a tool and a way to achieve a better experience, not smart and intelligent.
“Cooking industry is the growth pioneer of China's home appliances.†Ge Fengliang, vice president of China Household Electric Appliances Research Institute, said that the size of China's kitchen electricity market in 2016 was close to 85 billion yuan, an increase of 14% to 15%. This year's growth momentum continues, reaching more than 38 billion yuan in the first five months.
“The home appliance industry and the real estate industry have strong correlations. The latest data shows that the sales volume of China’s commercial housing in July dropped to 7% year-on-year. The positive correlation between home appliance sales and real estate sales is about 10 months to 12 months. The time difference, so the pressure of the entire home appliance industry will be reflected in the next year. However, new home appliances that can catch the pain points of consumers tend to have a relatively high sales growth rate, which will offset the downturn of the real estate to a certain extent. Negative impact," said financial analyst Chen Lei.
In order to seize the new consumer demand, intelligence has become the transformation direction of the home appliance industry. Ge Fengliang said that the overall intelligence of China's home appliance industry is the trend of the times, and the market potential is huge. Compared with the intelligentization of traditional appliances such as refrigerators, washing machines and air conditioners, the intelligence of the kitchen appliance industry may go faster and more determined.
Chen Lei believes that if mobile phone networking and remote control are standard equipment for smart home appliances, the penetration rate of smart home appliances is already high in some categories. For example, black goods, mobile phone remote control + networking penetration rate has reached 80%. But such intelligence is still in its infancy and does not spur new consumer demand. We are very optimistic about the intelligent development of the kitchen electric field, because the fastest growing category of the home appliance industry is embedded ovens, dishwashers and steamers, etc., showing that the kitchen and electric industry has a lot of space for intelligent development.
"What is smart home appliances, what is the standard of intelligence, and is still in the process of exploration. We now score a lot of tests on smart products, such as self-learning and self-thinking ability." Ge Fengliang said frankly that the current intelligentization of home appliances is still conceptually compared. Hot, meaningful innovation is not enough, and intelligent development will take time. Nowadays, the consumer groups with "post-80s" and "post-90s" as the main force have been formed. This group is more concerned with the use of products and the pursuit of quality. The change of consumer demand is the core driving force of smart home appliances. The home appliance industry should not blindly follow the intelligence, but should make a good article on user experience and product essential functions. Intelligent is a icing on the cake for the product, not a slap in the face.
In this regard, Mao Zhongqun believes that the standard of smart home appliances must include value, to provide valuable functions, "degree" function. Specifically, it is to let users have a better experience. For example, the “smart lifting technology†of Fangtai hood can automatically adjust the height of the suction plate and the suction and discharge gear according to the size of the soot. It also has all-round intelligence such as intelligent linkage of smoke stove, intelligent air housekeeper and automatic delay shutdown. Suction function.
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