The dilemma of home appliance selection and the current situation of domestic home appliances
In major shopping malls and home appliance stores in Beijing, Mr. Yu, a consumer, is facing a rather difficult dilemma. He is going to renovate his new house in June this year and needs to purchase various home appliances. Among the dazzling array of products, he has found that in terms of product quantity and market scale, domestic brands seem to have the upper hand. Whether it's large home appliances like refrigerators and TVs or small home appliances such as rice cookers and hair dryers, domestic brands can be seen everywhere.However, after a careful comparison, he noticed that although there are not many foreign brands, they are almost all concentrated in the high - end market. These foreign home appliances are relatively expensive, but they give people an intuitive feeling of excellent quality and exquisite craftsmanship. Mr. Yu can't help but fall into deep thought. Should he choose domestic - brand or foreign - brand home appliances?
In fact, Mr. Yu's feeling is not unfounded. As a globally renowned major home - appliance producer, China further consolidated its position during the 11th Five - Year Plan period. According to the statistics of the China Household Electrical Appliances Association, in terms of the global home - appliance production, China accounts for 50% of the world's refrigerator output, 50% of the washing - machine output, as high as 75% of the air - conditioner output, and also 75% of the microwave - oven output. Such a high proportion fully demonstrates China's strong strength in the home - appliance manufacturing field, making it a well - deserved manufacturing powerhouse.
Product and technology upgrade: The pioneer of the home appliance industry upgrade
Xu Dongsheng, the secretary-general of the China Household Electrical Appliances Association, pointed out that during the 12th Five - Year Plan period, the household appliance industry will strive to achieve the great transformation from "Made in China" to "Created in China", and product and technology upgrading will be the vanguard force in this transformation.
Dong Mingzhu, the president of Gree Electric Appliances, has been in an extremely good mood recently. At the 109th Canton Fair, which attracted wide attention in the industry, Gree Electric Appliances achieved remarkable results. The turnover reached as high as 200 million US dollars, nearly a 30% increase compared with the same period last year. In Dong Mingzhu's view, the achievement of this excellent result is closely related to Gree's long - standing strategy of mastering core technologies.
Gree has made substantial investments in technological R & D and achieved numerous remarkable results. The independently developed G10 inverter technology not only enhances the performance and energy efficiency of air - conditioners but also provides users with a more comfortable experience. The natural, environmentally - friendly and green refrigerant R290 launched by Gree responds to the global environmental protection call and makes positive contributions to reducing carbon emissions.The Gree high - efficiency centrifugal chiller, which serves as the core equipment of the "Temperature and Humidity Independent Control System" under the major project of the National Key Technology R & D Program during the "11th Five - Year Plan" period, has enabled the Chinese air - conditioning industry to master core technologies and offers scientific support for promoting low - carbon development.
Huang Hui, the vice president and chief engineer of Gree Electric Appliances, said that Gree has been committed to the research of energy - saving inverter technology for more than 10 years, but this is not the end. Today, Gree is still sparing no effort to research more energy - saving and efficient products. It is precisely because Gree has made cost - free investments in technology R & D and independently mastered core technologies that the sales volume of its products has increased significantly. This has not only brought substantial profits to the enterprise, but also created a good low - carbon environment for society and guided the development of the concept of green consumption.
Ye Jianrong, the chairman and general manager of Ningbo Qinyuan Group Co., Ltd., also believes that the upgrading of the home appliance industry is first reflected in the upgrading of products and technologies. He pointed out that technology is of paramount importance for industrial development, and technological upgrading is also the focus of industrial upgrading. There are various ways for the technological upgrading of China's home appliance industry, mainly including the following aspects:
First, it involves the independent development of new technologies and the rational application of internationally advanced technologies. Through independent research and development and the introduction of internationally advanced technologies, revolutionary innovations are made to traditional products and technologies, thus achieving the upgrading of products. For example, the application of smart home appliance technology has made home appliances more intelligent and convenient.
Second, it is the application of new technologies and materials. The adoption of new technologies and materials can enhance the quality and aesthetic appeal of traditional products, leading the products to develop towards a more refined direction. For example, using new types of insulation materials in the manufacturing of refrigerators not only improves the insulation performance but also makes the appearance of the refrigerators more beautiful.
Thirdly, there is technological innovation in basic components. Technological innovation in basic components can make products more convenient to use, more cost - effective, and more environmentally friendly. For example, the application of new energy - saving motors has reduced the energy consumption of household appliances.
Fourthly, it is the grafting of other mature technologies. Grafting mature technologies from other fields onto household appliances can simplify complex processes and enrich the functions of the products. For example, by combining Internet technology with household appliances, remote control of household appliances has been achieved.
Service and Standard Enhancement: Keeping Pace with Industrial Upgrading
In March this year, Gree and Midea, two major domestic air - conditioner giants, both independently steered the competition in this year's air - conditioner industry towards a battle of services. This trend of service upgrade is gradually spreading from the air - conditioner sector to other white - goods sectors such as refrigerators and washing machines. Industry insiders believe that as the technology in the home - appliance industry becomes increasingly mature, the competition focus of major enterprises has gradually shifted from products, technology, and the market to the service segment. Consumers' growing attention to the quality of after - sales services has prompted major home - appliance enterprises to play the "service card".
Ye Jianrong believes that the service upgrade in the household appliance industry should start from three aspects: pre - sales, in - sales, and after - sales.In the pre - sales stage, enterprises should fully explore consumers' consumption intentions and promote the advantages and features of products to consumers through various channels, enabling consumers to recognize that the products can bring many benefits to their refined lives.During the in - sales process, enterprises should provide consumers with expert - style and consultant - style product introductions, helping consumers fully understand the functions of the products and guiding them on how to use the products correctly.In the after - sales stage, enterprises should actively help consumers learn how to maintain the products and solve the problems that consumers encounter during the use process efficiently and with high quality.
The service competition in the home appliance industry has not only led to the service upgrade of the home appliance industry but also promoted the construction of the service standard system of China's home appliance industry. Against the backdrop of economic globalization, the competition among enterprises has long evolved from product competition to standard competition. Therefore, enhancing the global competitiveness of Chinese standards has become the top priority for China's home appliance industry.
Guided by the standardization strategy, Chinese household appliance enterprises have begun to take active actions by leveraging their advantages in the industry. In the household appliance sector, which was the first domestic industry to have pilot enterprises become national standard - drafting units, a large number of enterprises, such as Haier, have emerged with remarkable achievements in international standard - setting. These enterprises actively participate in the formulation of international standards, clearing obstacles on the path for Chinese standards to be elevated to international ones. They have also laid a solid foundation for the upgrading of China's household appliance industry.
Brand and Innovation Capability: The Winning Formula on the Road to Becoming a Powerhouse in the Home Appliance Industry
Xu Dongsheng, the secretary-general of the China Household Electrical Appliances Association, believes that the core of transforming from a major household appliance country to a powerful one lies in innovation. Innovation encompasses various aspects such as technological innovation, management innovation, institutional innovation and even combined innovation. Meanwhile, industrial design can be utilized to improve the quality of products. Independent innovation and brand globalization are the key factors in achieving the goal of becoming a powerful household appliance country.
Currently, the household appliance industry has met the favorable conditions for transformation and upgrading. Enterprises must seize this opportunity to enhance their own strength and contribute to the industry-wide industrial upgrading and overall quality improvement. Small household appliances, which have achieved good results in the global market, have set an example in independent innovation.For example, the birth of the soybean milk maker has met consumers' demand for fresh soybean milk and created a new market segment. The functions of the bathroom heater have been continuously improved. From simple heating at the beginning to the current multiple functions such as lighting and ventilation, it has enhanced the user experience. There is also the rice cooker. From simply aiming to cook rice at first to now focusing on making the cooked rice taste fragrant and soft, this also represents an improvement in quality.
It is reported that the "Proposal for the 12th Five - Year Development Plan of China's Household Appliance Industry" just completed by the China Household Electrical Appliances Association puts forward that the 12th Five - Year Plan period is a crucial time for China to become a powerful country in the household appliance industry. The work on the quality of household appliances should be an important part of adjusting the structure and promoting transformation. The household appliance industry should basically establish a development model relying on technological innovation and management innovation, improve the quality and grade of products, and enhance the internationalization level and the international influence of self - owned brands. Through ten years of efforts, China aims to achieve the grand goal of transforming from a large household appliance country into a powerful one.