“Intelligent, green, healthy, high-end, smart, etc. are becoming the mainstream development trends in the field of home appliances.” The 2024 China Home Appliances and Consumer Electronics Expo (AWE) is being held in Shanghai, one of the world’s three major home appliances and consumer electronics exhibitions. First, AWE has always been regarded as a vane leading the technological development trends and market consumption trends in the home appliance and consumer electronics industries. In the context of the State Council’s release of the “Action Plan for Promoting Large-Scale Equipment Updates and Trade-in of Consumer Goods”, the new products, new consumption scenarios, and new lifestyles displayed at AWE2024 will become the main replacement choices for consumers, strongly stimulating the development of home appliances and consumer electronics. Industry smart consumption, green consumption, and scene consumption are of extraordinary significance for boosting consumer confidence and promoting industrial innovation and sustainable development.

Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, said that the general trends in home appliances are mainly intelligence, green environmental protection, health and aesthetics. In addition, companies pay more attention to scene creation, from various life forms to space scenes, such as food, clothing, housing, transportation, entertainment, including home environment air, water and other aspects to meet the improvement of consumers’ better life.

Create high-end products with user as the center

Aowei Cloud data shows that in 2023, the national home appliance sales will reach 849.8 billion yuan, an increase of 3.6%. Among them, the sales of home appliances that meet users’ quality needs have increased significantly. These products focus on clean, healthy, and smart concepts.

The essence of user-centeredness for home appliance companies is to provide users with products that exceed expectations, so that users can have a product with a good experience and high cost performance.

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Currently, smart technology is widely used, especially AI technology, which is widely used in large and small home appliances. AI has become the definite development direction of the home appliance industry, bringing new technology upgrades and experience upgrades to home appliances. “Major General Ding, a senior observer of the home appliance industry and chief analyst of GKURC Industrial and Economic Think Tank, said in an interview with a reporter from China Industry News.

At this exhibition, Haier Smart Home’s booth was filled with a variety of smart products. Products from different brands each showed their own strengths, and every detail was full of surprises.

It is understood that at present, Haier Smart Home is user-centered and has created 7 major high-end brand clusters around the world and the world’s first smart home appliances and home integrated customized scene brand – Three-winged Bird, which has achieved global success in multiple regions. High-end leading.

“Haier’s world brand road is a road to global brand creation, a road to technological innovation, and a road to model innovation.” By promoting the upgrading of the industrial chain with “new quality productivity”, Haier has taken a leading position on the stage of global technological innovation. Xu Meng, general manager of Haier Group’s political and corporate strategic affairs and vice president of Haier Smart Home and general manager of China, said that the trinity of localization strategies has given Haier home appliances a true “global gene”, thus ensuring the global competitiveness of its products. and influence.

The rise of smart homes not only represents the industry’s progress from traditional home appliances to intelligence and convenience, but also marks the evolution from a single product to a full-scenario solution, which greatly improves the quality and personalization of consumer experience.

At the exhibition, Hisense Group President Yu Zhitao released the Hisense brand refresh and upgrade strategy, officially upgrading Hisense’s brand image to “people-oriented technology” and “perfect quality” based on the trust and pragmatism formed by long-term development, and Release a new brand value proposition, undertake Hisense’s business renewal, accurately respond to the times and user demands, and build momentum for long-term steady growth.

“In the future, Hisense will adhere to user-centeredness, strengthen its links with more users in the global market through ‘human-oriented technology’ and ‘ultimate quality’, and provide a full-scenario life experience that exceeds expectations,” said Yu Zhitao.

“As early as 2011, Hisense TV proactively released an intelligent strategy. After 12 years of innovation, it has continued to upgrade from application intelligence, voice intelligence, image intelligence, content intelligence to scene intelligence.” Li Wei, President of Hisense Video, told reporters said during the interview.

Wang Yedong, general manager of display R&D at Hisense Vision Technology, introduced that Hisense AI full-dimensional perception relies on intelligent sensing and AI computing to dynamically capture changes in the environment, people and content and adapt itself, allowing users to You can have a consistent viewing experience.

Industry insiders said that the penetration rate of domestic quality-demanding home appliances market is increasing. Aowei Cloud data shows that in 2023, the retail sales of clothes dryers, water purifiers, dishwashers, cleaning appliances, embedded micro-steaming ovens and other categories will exceed 6%, and the sales volume of clean, healthy, smart, and high-quality household appliances will The growth is obvious.

Zhang Chonghe, president of the China Light Industry Federation, said that as a representative of China’s manufacturing industry, the home appliance industry’s achievements in technological innovation and transformation and upgrading have an important impact on the global market. Independent innovation in the home appliance industry is also the core driving force for comprehensive upgrading of the industrial chain.

Smart life scenarios are accelerating their implementation

As a platform that carries industry innovation achievement display and innovation accelerator functions, AWE continues to cross boundaries and break circles, gradually covering all scenarios of consumer smart life. AWE focuses on presenting high-end, customized, integrated, and packaged smart home appliances and scenarios. Intelligent IoT life solutions.

“Scene intelligence depends on the development of IoT technology and 5G technology. The current emergence of large artificial intelligence models has found a new technological breakthrough path for the intelligence of home appliances. Only when smart home appliances are deeply integrated with cutting-edge technology can smart home appliances become There are broader market prospects.” Jiang Feng, executive director of the China Household Electrical Appliances Association, said during the exhibition.

In the era of space intelligence, how to define “good whole-house intelligence”? At this year’s AWE site, Huawei’s whole-house intelligence gave the answer with its unique “seven special” advantages. The “seven special features” are stability, ease of installation, ease of use, high-end feel, flexibility and richness, low cost, and guaranteed life cycle. Huawei’s new whole-house smart products with “seven special” advantages were unveiled at the exhibition area, demonstrating Huawei’s dominant position in the space intelligence industry.

It is worth noting that Yunmi, the pioneer of whole-house intelligence, brought original black technology new products to this exhibition and used the “smart home + smart appliances + software services” model to create a smart living space that truly understands people. In the wave of hardware, a new trend of whole-house smart living has been set off.

Relying on its profound accumulation in cutting-edge technologies such as AI+IoT, Yunmi has created a series of whole-house smart scenes, creating a smart life experience center covering the kitchen, living room, bedroom, and bathroom, from perception, interaction, overall management, etc. On the other hand, the one-stop experience of “smart home + smart appliances + software services” is integrated into the depths of every home space, making technology truly invisible.

“You can control two to three hundred devices with just one sentence. Air conditioners, fans, and lights can all reach corresponding temperatures and brightness.” Chen Xiaoping, founder of Yunmi Technology, told reporters that Yunmi focuses on specific scenarios of healthy life to realize the control of home temperature. Unified control of environmental indicators such as humidity, water, and lighting, and understanding of users’ real-time needs through artificial intelligence.

Haier Smart Home’s Three-winged Bird scene brand has created a “customized home over time and space”, which restored 8 large spaces and 20 scenes in the home, including a flat-screen embedded smart kitchen and a smart bedroom that actively creates a bedtime atmosphere. There are also smart bathrooms for sunbathing, etc. These scenes can be easily “moved” home through nesting design tools, allowing users to easily enjoy smart life.

“Many home appliance manufacturers have gone from focusing on strong single products to providing overall solutions that refine space scenarios, bringing users not only the experience of the functions of single products, but also the experience of the overall solution.” Major General Ding said that in the development of smart IoT technology, With empowerment, the home appliance industry is ushering in new opportunities for innovation and upgrading. The extensive development pattern of the home appliance industry that was purely price- and scale-oriented in the past no longer works, and the craze for high-end and packaged home appliances continues.

Technological innovation drives industry transformation and upgrading

In Jiang Feng’s view, it can be seen through AWE that technological innovation has become the biggest source of motivation for the home appliance and consumer electronics industry to cope with difficulties and challenges and achieve high-quality development, and has become the most distinctive background of this industry.

Promoting the transformation of high-end, intelligent, and refined home appliance products is becoming the main focus of my country’s home appliance industry.

Taking high-endization as an example, Aowei Cloud Network analyzed that the scale of my country’s home appliance market has reached its peak and growth has slowed down. The entire industry’s focus has also shifted from “scale-oriented” to focusing on “profit-oriented” and “promoting new and selling at high prices.” “High-endization is not only the inevitable result of economic development reaching a certain stage and consumption upgrading, but also the inevitable path reflected in the deepening fission of multiple dimensions in China’s home appliance market.”

The reporter learned that home appliance companies have already seen this change. In the past few years, all major home appliance companies have been committed to innovation and transformation, continue to explore high and new technologies, and try to seize the “commanding heights” of technology through technological innovation and establish themselves. image of technical advantages, thereby grabbing some potential users.

Home appliance giants led by Hisense, Haier, and Midea have long proposed independent brands for the high-end market, such as Cuican, Casarte, COLMO, etc. In addition to positioning themselves as high-end, these brands also have a common feature, that is, they are multi-purpose. Sold in “sets”.