Taking fresh air as the fulcrum, Hisense leverages the “growth flywheel” of air conditioners

[Secret Home News]2023 is a relatively magical year. With the liberalization of the external environment at the beginning of the year, many people are full of expectations for this year's economic recovery, believing that this will be a comprehensive “rebound” at all levels. But this is not the case, and the weakness in consumption growth is almost visible to the naked eye. According to data from the National Bureau of Statistics, from January to August this year, the total retail sales of consumer goods was 28.256 billion yuan, a year-on-year increase of only 0.5%.

Under the influence of this macro environment and industrial cycle, the development of the home appliance industry has also experienced a certain degree of weakness. Data from the National Household Appliances Industry Information Center shows that from January to June 2023, the domestic home appliance market achieved cumulative sales of 371.1 billion yuan, a year-on-year increase of 2.8%.

It can be said that in the first half of 2023,The development of the home appliance industry has always been shrouded in a layer of fog. But in this fog, there are also bright colors shining through – that is the air conditioning industry.According to data from Aowei Cloud, the retail sales of the air conditioner market in 2023H1 reached 129 billion yuan, a year-on-year increase of 18.5%; the retail volume reached 36.9 million units, a year-on-year increase of 17.6%.

Looking at the entire home appliance industry, only one category, air conditioners, supports 25% of the market.In other words, the air-conditioning industry continues to break through the upper limit and stabilizes the steady growth of the economic fundamentals of the home appliance industry. The rapid development of the air-conditioning industry is naturally boosted by the continued high temperature weather this summer, but there are also innovations by companies, which has stimulated users' demand for replacement.

Fresh air conditioning industry strengthens new momentum

In the traditional sense, the existence of traditional large appliances such as refrigerators, washers, and air conditioners is primarily to solve users' needs in certain aspects such as laundry, food storage, heating and cooling, etc. Because of this, even if the product only has A single selling point can also become an indispensable product in the home.

But now,People's consumption is becoming more and more rational. Combined with the increasing retention rate of traditional home appliances in households, the home appliance industry's extensive “playing method” of relying on a single selling point has gradually become ineffective. Whether a product can not only meet the basic needs of use, but also bring more additional experience improvements has become an important determinant of whether consumers will pay for it.

Therefore, innovation has become the main theme of various categories in the home appliance industry, but the so-called innovation provides users with more additional experience improvements, integrating some functions that have nothing to do with the product into the product, which looks very special at first glance, but in actual use During the process, there were comments like “it’s useless and very troublesome”. For example, a range hood that can listen to music and watch news, a large-screen refrigerator that can be started by installing an app, and a large-screen refrigerator that can watch videos…

These products, designed for innovative purposes and integrating cutting-edge functions, enter the market with high-end functions, but they often suffer from problems such as complex real-life use and poor understanding of pain points.It is not difficult to see that for home appliances, the direction of innovation does not need to be “big and comprehensive” to look cool, but it needs to be “delicate and beautiful” in line with the purpose of the product itself, so that it can stand out and eventually become a driver of category growth. New momentum.

For example, a new trend in the air-conditioning market. From the beginning, air conditioning products have been designed to solve the needs of indoor cooling or heating. For a long time in the past, the iterative upgrades of air conditioning products have mainly focused on optimizing thermal and cooling efficiency and energy efficiency ratio. When integrating fresh air capabilities into air conditioning products, because the products adopt more advanced energy-saving equipment and technologies, they not only have a higher energy efficiency ratio, but can also maintain good cooling effects while reducing energy consumption. At the same time, it realizes the circulation of indoor and outdoor air, so that the indoor air will not be too stuffy and gives people a comfortable feeling. In addition, it can also increase the oxygen content in the air, properly adjust the humidity, etc.

From the perspective of users, the integration of fresh air capabilities in air conditioners can improve indoor air quality and enhance users' comfort when using air conditioners; from a brand perspective, the integration of fresh air functions gives air conditioners a practical and distinguishable function from traditional functions. Product selling point.

From the current point of view, air-conditioning products with fresh air function have indeed become a driver of growth in the air-conditioning field. According to CMM’s online and offline retail data for next week, from January to June this year, the retail volume of the fresh air air conditioner market increased by 18.2% year-on-year.

Hisense uses fresh air as the fulcrum to leverage the air-conditioning growth flywheel

　　While fresh air air conditioners have become a new growth point in the industry, Zhai Mi noticed that as a leading brand in the air conditioning industry, Hisense has been at the forefront of the industry in the layout of fresh air air conditioners, and has gradually become the first choice for users when purchasing Select one of the objects.According to offline data from Ziaoweiyun.com, as of the 34th week of 2023, Hisense’s fresh air sales share reached 37.9%, ranking TOP2 in the industry. Hisense’s fresh air air conditioner, the brilliant C310 three-horsepower cabinet machine, ranked second in sales in the fresh air market.

The reason why Hisense fresh air air conditioners can achieve such results is that the house secretary believes that it hasIn product creation, we take user experience as the starting point and continue to evolve.For example, in terms of fresh air volume, Hisense C3 series is the first to be equipped with front-mixed fresh air technology. The maximum fresh air volume of cabinet and hanging products can reach 220 m/h and 60 m/h respectively, which is ahead of other ordinary air conditioners in the industry; another example is that in terms of comfort On the other hand, Hisense relies on the turbulent soft wind technology Pro, so that even if the product has a large air volume, there will be no problem of wind blowing and causing physical discomfort.

In addition, on the premise of ensuring indoor fresh air, Hisense has done more in terms of health. The product relies on Hi-cat nanocatalyst anti-virus and Hi-nano ion purification technology to ensure that the product can filter out the air in fresh air mode. of bacteria and viruses. Of course, the product is not only limited to fresh air and health aspects, but also has great improvements in terms of ease of use. It is understood that the brilliant C3 series is also equipped with an “AI” ecological voice system, which can realize remote control and voiceprint wake-up, allowing control Air conditioning made easy and simple.

It is also Hisense's continuous exploration and improvement in fresh air that has gradually improved the experience of using fresh air air conditioners.After all, when the user experience becomes better, it will naturally promote their awareness of this type of product. When the product awareness of fresh air air conditioners is established, Hisense will naturally reap rewards with its strong brand potential and product advantages in fresh air. to a broader market.

This means that Hisense air conditioners, through innovation in fresh air, take “user experience” as the fulcrum to promote the performance improvement of fresh air air conditioners step by step, especially in terms of fresh air volume, which is getting better and better. Bringing users a better air-conditioning experience can also increase users’ awareness of fresh air air conditioners.

After all, improving user experience and constantly creating new value for users is the right way to leverage the growth flywheel.

Write at the end:At this juncture, more and more consumers are beginning to accept the concept of green and healthy consumption. Especially in home appliances, energy saving, environmental protection, health, etc. have also become the functional points that users pay more attention to. Therefore, such as fresh air air conditioners Products that are highly energy-efficient and improve users’ living environment have good growth prospects.

And in this track, major brands have also entered the market and launched related fresh air products. They are also accelerating evolution and iteration, hoping to strengthen their position in the fresh air air conditioner market, enhance the “charm value” in the minds of users, and further To build user stickiness, it is clear that Hisense has relied on its strong intelligent manufacturing capabilities and the spirit of continuous exploration to continue to inject development momentum into the development of fresh air air conditioners, driving the sustained high-quality development of the brand and industry.

magicCubeFunc.write_ad(“dingcai_top_0”);