Big Data Triggers Home Appliances Competition

As the competition in the flat-panel TV industry gradually evolves into a competition between the ecosystems that integrates hardware, software, content, and services, as well as the rapid development of smart white and smart home appliances and smart wearable products in 2014, it will allow The entire home appliance industry ushered in the "big smart" era, and will accelerate the entire home appliance industry, and big data is the key.

The home Internet system has been initially established

At present, the “big intelligence” of home appliance companies means that their product R&D and manufacturing are moving towards the direction of “high-end smart technologies, diversified functions of intelligent control, and enrichment of smart product categories”. This year, TCL, Changhong, Hisense several domestic leading home appliance companies not only continue to flex its muscles in the field of smart TV, but also have to smart technology R & D and application to its white electric category tilt. This is not only conducive to the acceleration of smarter white goods than the slow development of smart TVs, but also marks the future of smart home appliances will gradually shift from the concept of hype to competition among companies with product competitiveness.

It is reported that "big intelligence" also involves upstream and downstream strategic layout of the entire industrial chain, intelligent coordination, reorganization and sharing of information resources and other aspects. At present, people-centered, mobile devices such as mobile phones for intelligent control terminals, television, air conditioners, refrigerators and other full set of smart home appliances terminal products, with network communication, information sharing, highly coordinated as the main feature of the home Internet system has been initially established. Mainstream home appliance brands are trying to shift from a single company focusing on one of manufacturing, sales, etc., to an all-round enterprise that provides users with a series of resources and services centered on products.

New ecological consumption target precision marketing

In the era of “big smart”, the improvement of the status of users has become a real problem facing many industries including home appliances. According to data from the Consumer Electronics Survey Office of the China Electronic Chamber of Commerce, the market awareness of smart TV products has reached 96%, and the penetration rate is expected to approach 50%. However, based on the complexity of the smart operating system and its inability to update regularly, the tedious way of controlling intelligence, and the low activation rate of content applications, consumer feedback is not so optimistic.

Many people in the industry agree with the importance of “grabbing Internet content consumption portals” for the development of the smart TV industry, but any entrance is based on a certain amount of users. Therefore, since the beginning of this year, many companies have focused more on how to bring about innovative value to the company itself while actually improving the user experience.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and home appliance expert, pointed out that today, with the proliferation of product homogeneity, home appliance companies relying on technological advancement and “function-driven” also need to take into account “brand-driven”. When marketers change from leaders to leaders, consumers change from onlookers to participants, user involvement and the maintenance of user relationships are sometimes more important than product exposures. Therefore, in the “big smart” era of the home appliance industry, service chains, information links, and content links based on product construction must eventually lead to user experience.

Intelligentization Accelerates Industrial Cooperation

Last year, Baiyin Haier and Tmall launched a large-scale home appliance personalized custom pre-sale campaign in the industry for the first time through big data analysis of user preferences. Changhong and TCL, on the basis of the core technology of black and white products, have upgraded and managed existing applications through Internet, big data, and cloud computing technologies. All kinds of massive data resources will be brought together in the cloud data platform of the enterprise, and finally the effect of the enterprise will be used to reverse the value of the data resources to the users.

Lu edge wave said, "big smart" era, whether home appliance companies staged such as BAT camp three giants in the O2O field "resource snatching" yet to wait and see, but it is certain that the data must be the key to the future of merchants competing. After the home appliance terminal based on the home Internet has taken over the life data, it can be classified and arranged, and the data can be rapidly transferred and diffused through the information sharing channel, thereby providing more businesses with data resource services. Of course, the premise of the company's Nuggets of big data is to build a unified standard cloud management and control platform, to achieve a true sense of mutual compatibility, and create a good external environment.