Smart home appliance development encounters difficulties

Today, smart home appliances have become the fashion and mainstream of development, and home appliance giants have all focused on intelligence and have launched their own smart home appliances.

Haier introduced the Casa Di Internet of Things refrigerator, in appearance, Casa Di Internet of Things refrigerator equipped with a LCD touch screen, you can play music, pictures, video clips, you can also access the Internet and the Internet of things grafted on the Internet of information , such as weather, supermarket storage, etc.

Hisense launched the smart "blue media" refrigerator, which solved the problems of many housewives. It can watch video data through the LCD screen on the refrigerator, and can also cook while playing recipes, which increases the fun of urban women cooking.

Air conditioner manufacturers such as Midea, Haier, Panasonic and other air conditioners can automatically sense human body temperature. If the owner is not in the air for a long time, the air conditioner will automatically shut down. The cloud air conditioner launched by Chigo allows consumers to stay away from home and still be able to control as much as they like.

In the field of washing machines, high-end washing and drying machines such as Haier, Little Swan, and Sanyo have begun to deploy more intelligent functions, such as intelligent detection of clothing quantity, which can accurately determine washing, washing and rinsing, and can automatically detect foam, and can automatically sense when dewatering. The balance of the laundry ensures a steady speed increase during dewatering. When drying, you can also stop clothing.

In the field of water heaters, Shuaikang Water Heater pioneered the development of a 3G stratified energy-saving technology for water heaters. Its innovative use of 3G stratified heat control system allows users to heat the water according to different seasons and different water requirements such as bathing, washing vegetables, and washing. , Effectively prevent the waste of electrical energy from heating excess hot water, and save energy.

Han Zuoliang, director of the China Light Industry Council Embedded System Application Committee, said in an interview with reporters that the intelligent upgrade of home appliances is a development trend. In the future, it will integrate network technology and IT technology, covering intelligent control, infrared sensors, global positioning systems, and radio frequency automation. Smart home appliances such as identification, automatic scanning and a series of new technologies will appear more and more in people's daily lives.

Lack of experience is the bottleneck of development Smart home appliances have painted a brilliant blueprint, and consumers are bound to yearn for smart home appliances. However, the reporter found that due to the limitations of smart home appliances and the lack of consumer-related knowledge, the consumer experience of smart home appliances is very backward, and has become a bottleneck that hinders the development of smart home appliances.

According to a survey conducted by the China Electronic Chamber of Commerce, consumer awareness of smart TVs that are on the cutting edge of intelligence is as high as 93%, but only 36% of purchase intentions will exist in the next year. There is a big gap between ideals and reality.

Sun Dongwen, president of Skyworth Group, frankly stated that at present, the access rate of Skyworth smart TV is only about 30%. “The vast majority of users buy back or watch traditional TV programs.” Zhou Houjian, chairman of Hisense Group, also disclosed to reporters that it is currently sold. Smart TVs have only 40% smart access. The statistics of the China Electronics Video Industry Association are even lower, and the actual number of active Internet TV users is less than 10%.

The poor experience of smart home appliances brings consumers real feelings. Liu Qiang, a Beijing-based software company, told reporters that he had purchased a smart air-conditioner called "cloud function" last year. The product claimed to be able to control it anytime, anywhere, but he seldom "commanded" this so-called intelligence. product. "It's not an operation unsuccessful, it's going to take a long time, and it makes people feel very annoying." Liu Qiang told reporters: "I'm still a person in the IT industry. I'm still quite knowledgeable. I'm so annoying that ordinary consumers want to control smart appliances. Even harder, smart home appliances are now almost a complicated computer."

Consumer Experience Involves Many Aspects Industry experts point out that consumer experience is the key to the development of smart appliances, and experiential marketing will be the most important marketing method for the home appliance market in the future. Only by effectively communicating with consumers and establishing a bridge of communication can the producers be more attentive, allowing consumers to feel at ease, and smart appliances can truly have a future.

At present, most of the home appliance manufacturers' experience services are limited to the promotion of new products and the promotion of functions. However, the practicality, ease of operation, and availability of services that consumers are really concerned with are relatively neglected, thus leading to the reality of consumers. The experience is far from the expectations of the manufacturers, and even led to the gradual marginalization of many smart appliances or certain functions. This is the most prominent feature of 3D TVs. Although manufacturers have vigorously promoted the experience of marketing, they are able to experience the shock of 3D effects on the spot. They can be passed for years now, whether they are in movie content, or in glasses and glasses. In the past, 3D TVs failed to truly satisfy the consumer's desired experience. In the end, they could only end up in a marginal situation.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, told reporters that the consumer experience is not only a marketing model, but also the core of product development and promotion. It only brings practical and simple practical consumer experience to smart consumers. Only by winning the support of the market can we lead the development of the industry.

● The point of view of the consumer experience should pay attention to after-sales service. It is undeniable that many smart home appliances have good functions and high IQs. However, these are all for people who know what to do and know. The vast majority of consumers are actually not With the related use of common sense, this requires smart home appliances to implement experiential services while at the same time it should effectively reform the content and model of the original after-sales service, and use the core of church consumers as the core to truly transform the high intelligence of smart appliances into practical ones. Service capabilities.

All along, the basic mode of China's home appliance after-sales service is: delivery, installation plus debugging, and then is the warranty service within the warranty period, while the use of the product is seldom concerned about the use of related methods are given to a Zhang's simple instructions allow consumers to learn and try to figure it out. However, with the development of smart home appliances and the increase of functions, the service content rarely changes except for the fact that manufacturers have developed an experience area in the store to display advanced products. For smart home appliances manuals and usage questions, the reporter randomly interviewed 10 consumers who purchased smart home appliances. As a result, there were eight indications that they couldn't completely understand the instructions, and many functions could not be used normally. Five consumers said they couldn't read it. The so-called smart features were never used. At the same time, the 10 consumers all expressed to reporters that they hoped that manufacturers could provide relevant training in the use of knowledge, either before or during the installation.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said that smart home appliances are the development trend of home appliances in the future, but this trend needs careful preparation and maintenance by home appliance manufacturers. It is not absolute. To truly turn trends into reality, it must be reformed. The existing R&D, marketing, and after-sales service models focus on consumers' experience experiences and focus on the consumer's experience. Only in this way can they increase consumer confidence and ultimately gain market recognition. (Wang Feng)

● Link manufacturers exert their influence on the impact of the lack of experiential marketing consumer experience on the development of smart home appliances, home appliance manufacturers have deep feelings, and have exerted their efforts on consumer experience, seize the consumer's “seeing is” consumer psychology, promote experiential Marketing.

Not only Suning, GOME and other chain giants have opened a comprehensive experience zone in the store to provide services for consumers' on-site experience. Appliance manufacturers are also vigorously promoting consumer experience and building specialized consumer experience halls.

Previously, the first flagship exhibition hall in South China, which included commercial central air-conditioning, home central air-conditioning, home air-conditioning, central heating, and central water, was unveiled in Panyu, Guangdong, which is the flagship exhibition hall of Gree iFeelCenter. The exhibition management system integrates professional design, professional installation, professional after-sales service, and professional services. It shows Gree air-conditioning products to consumers intuitively and clearly.

In January 2012, Fantasy's "FOTILESTYLE Fangtai top-level kitchen electric experience hall" was completed. They claimed that this experience hall "will not only be the pavilion of China's top kitchen electric products, but will also serve as a model for China's high-quality lifestyle."

In April 2012, Siemens China's first home appliance flagship store was completed in Nanjing. Siemens China President Geerke said that Siemens Home Appliances will use this as a starting point to gradually establish direct sales stores in core cities such as Beijing and Shanghai. Chinese consumers' constant pursuit of high quality of life."

In June 2012, Chigo Air Conditioning established a number of cloud air-conditioning experience halls in first-tier and second-tier cities such as Beijing, Shanghai, Chongqing, Guangzhou and Foshan.

In August 2012, the owner of the Electrical Kitchen Culture and Technology Experience Hall met with the public. Ren Fujia, the vice chairman of the boss’s electrical appliance, stated: “The kitchen culture science and technology experience hall is not only the enrichment of humanistic technology and low-carbon environmental protection ideas, but also the platform for emotional communication and communication between enterprises and consumers, and the owner’s electrical appliances take a pass to consumers. A healthy, relaxed, kitchen living culture full of strong family atmosphere."

In the vicinity of Anzhen Bridge in Beijing's North Third Ring Road, a Haier kitchen experience hall is already standing here. This is also a Haier-built consumer electronics consumer flagship store that communicates with consumers.