Haier self-cleaning air conditioner: social value is greater than product value
The development of the times has constantly changed people's understanding of life. For home appliances, what we once needed is just one product, but today, the pursuit of quality life by users has accelerated the disruptive innovation of home appliances. Taking the air-conditioning industry as an example, users need no more than an air conditioner, but a healthy air environment. This is in fact requiring home appliance companies to jump out of traditional market values ​​and tap deeper user and social values.
In this respect, since January 2018, Haier Air Conditioning has launched a free cleaning service for Huanxin China in the country to provide free on-site cleaning services for users. As of June, it has cleaned dirty air conditioners for more than 56,000 households in more than 8,000 communities in more than 200 cities across the country. According to the calculation of 56,000 units, the average water consumption of an air conditioner was 6.4L. The total cleaning of this air conditioner exceeded 358.4. Tons of dirty water.
Cleaning activities wake up users new cognition
In fact, the free cleaning activities initiated by Haier Air Conditioning are not just focused on the level of “cleaning air conditionersâ€. After all, simple cleaning is not a once-and-for-all job. As the use of air conditioners increases, the amount of bacteria dust attached to them will increase.
For the user, even a health-conscious user only cleans the air conditioner twice a year instead of cleaning it often. Although we continue to emphasize the quality of healthy air, it is an indisputable fact that the air blown out by air conditioners is getting dirty. The strong demand for home air quality life and the frequency of air cleaning that is difficult to match healthy air have created a pain point for users' air life. At the same time, the waste water left by cleaning the air conditioner actually brings waste of water resources and black water pollution. According to statistics, Haier air conditioners have cleaned 56,000 households and washed out 358.4 tons of black water. If the country counts 500 million units, there will be as much as 3.2 million tons of water for air conditioning. If all self-cleaning air conditioners are used, it is equivalent to saving 2.67 Daming Lake and 1/3 West Lake. Obviously, the waste of water caused by dirty air conditioning is not in line with the user's good life demands.
From this background, the free cleaning activities initiated by Haier Air Conditioning are actually awakening users to a new understanding of healthy air or healthy air conditioning. When the air cleaning work can not completely solve their pain points, and even will bring new problems, whether we should launch a new solution to suit the current needs of users? Based on this, Haier air conditioning by invention patent, "self-cleaning" technology As a new direction of the market, or the free cleaning activity initiated by Haier Air Conditioning is to meet the needs of users for healthy air and environmental safety.
Self-cleaning opens a new era in the industry
Talking about self-cleaning technology, since the advent of Haier's first self-cleaning air conditioner in 2015, it has sparked heated discussions in the industry. Up to now, the industry has turned from self-cleaning technology to suspicion of self-cleaning technology. According to the "Smart Self-Cleaning Air Conditioning Industry White Paper", since 2015, the total sales of intelligent self-cleaning air conditioners has doubled in two years; In terms of brand share, Haier's smart self-cleaning air conditioner market share ranks first.
Obviously, Haier air conditioners will promote a self-cleaning technology to the market, but it will also promote a future trend. Zhongyikang data shows that China's air-conditioning industry is entering a process from chaos to treatment after the chaotic production of products in 2016 and 2017. In this process, the self-cleaning launched by Haier Air Conditioning has already gained industry recognition and allowed the market to form a synergy again.
The data shows that in 2016, the market share of self-cleaning and hanging machine retail sales accounted for 5.1% and 8.9% respectively. In 2017, the two figures rose to 14.8% and 13.5% respectively. From this point of view, the self-cleaning air-conditioning market is booming, and Haier air-conditioning has opened a new era of healthy air for the entire industry with this disruptive innovation.
Providing healthy air to demonstrate social value
The birth of self-cleaning, the meaning of the air-conditioning industry is self-evident. However, while increasing the market value, the promotion of self-cleaning also highlights the social value of Haier air conditioners.
For users, the advent of self-cleaning has touched their pain point needs. Taking free cleaning activities as an example, in the Sichuan-Yunnan region, Ms. Li from Sichuan’s Qixian County immediately recommended that her relatives and friends order two Haier self-cleaning air conditioners after witnessing the air-conditioner washing out black water. In Ganzhou, Sichuan, Haier air-conditioning is more than 130 townships. Household cleaning air conditioners, of which 50 households self-cleaning orders, the replacement ratio is close to 40%.
That is, as mentioned above, whether it is a free cleaning activity or a self-cleaning air conditioner, it is to meet the user's need for healthy air and environmental safety. When the first Haier self-cleaning air conditioner came out, I thought it was not only to subvert the traditional air-conditioning market, but also to highlight the dominant position of users in healthy air life. When traditional brands are still seeking product breakthroughs and gaining market benefits, Haier's air-conditioning appeal is to change the quality of life of users and achieve a social value. We can think that the social value pursued by Haier Air Conditioning is to jump out of the product level and provide users with a healthy air living environment, which may be a future direction of China's air conditioning industry.
Guangzhou Bolei Electronic Technology Co., Ltd. , https://www.nzpal.com