It has created two miracles: for 1 1 year, it won the first and seventh largest brands of large household appliances in the world, covering the global user groups. Where is the next breakthrough? On September 1 1 day, Haier gave the answer.
On September 1 1, Haier released the world's first scene brand, Tri-winged Bird, which took the lead in transforming from a home appliance brand manufacturer to a scene solution service provider, opening up a new track for global scene brand competition in the Internet of Things era.
It is understood that the biggest difference between the three-winged bird and the traditional brand is that it no longer focuses on selling hardware but on "scene customization", providing users with full-scene solutions from products to food, clothing, housing and entertainment, and upgrading with users through the Internet to form continuous interaction and create lifelong care.
So, what is a three-winged bird, and what changes will its appearance bring to our lives? Let's ask Haier.
Q: Why did you create a three-winged bird?
An answer to the times
Times change promotes brand innovation. Looking back on the history of brand development, it has roughly gone through three stages, namely product brand, platform brand, scene brand and ecological brand.
In the era of product brand, users are most concerned about product quality and service attitude. Under the background of globalization, China Manufacturing has risen, and the first batch of China manufacturing brands such as Haier, Huawei and Lenovo have been born.
After the Millennium, the Internet gave birth to the rapid development of service economy. Users' purchasing needs no longer only focus on products, but also require fast and efficient purchasing experience and service. A number of e-commerce platforms such as Ali JD.COM have emerged and risen rapidly;
In the industrial era and the Internet era, product brands and platform brands played a very good engine role, meeting the development needs of enterprises under the product economy and service economy at that time.
In the era of Internet of Things, with the advent of experience economy, "scene replacing products and ecological coverage industries" has become the general trend, and the single product brand and the lack of interactivity of platform brands are obviously no longer applicable.
As Joseph Pine's "Experience Economy" said: "Goods are tangible, services are intangible, and the experience created is unforgettable." In the Internet of Things era, if you can't create an experience, the product will have no soul and you must go to the scene to experience it.
In front of the examination questions of the times, Haier took the lead in handing over the answer sheet-landing the world's first scene brand "Three-winged Bird".
Jiang Feng, chairman of China Household Electrical Appliances Association, said at the press conference that the release of Tri-winged Bird Scene brand indicates that Haier has grasped the future consumption trend in a forward-looking way, provided users with a one-stop solution for smart life and led the development direction of smart household appliances in China.
If enterprises want to lead the development of the times, they must lead the innovation of each era. In the product era, Haier focused on technological innovation, product innovation and service innovation, and became the spokesperson of China household appliances in the world. Entering the scene era, the first take-off of the three-winged bird also indicates that Haier will once again become the world's number one.
The second question: what does the three-winged bird mean to the industry?
Only friends have no rivals.
The world is flat, people are infinitely close, and the times will eventually tear down all the walls. As kevin kelly famously said in Technology and Elements, all companies are born to die, and almost all cities are immortal.
The essence of a city is an ecosystem, and the characteristics of ecology are openness and vitality, so the city can be endless. In the Internet of Things era, being a scene brand also requires an open mind and courage.
Going back to the scene brand and upgrading the user experience, it is impossible to focus only on a certain product and a certain industry, but to unite multiple industries to meet the user's experience needs, that is, all industries will be covered by the experience ecology that users need.
However, today's smart home industry is more like a zero-sum game, in which enterprises compete with each other. Brand ecology is dominated by its own product chain, so it is difficult for more high-quality resources to enter the market.
Three-winged bird scene brand will completely subvert this competitive relationship.
Three-winged bird creates an open platform for partners to create a win-win situation. High-quality resources in all fields, industries and categories can be linked to Haier Zhijia Experience Cloud Platform, and all parties can create explosion scenarios to serve users' needs and achieve win-win results in increasing revenue and increasing revenue.
Take the smart balcony scene of Triwinged Bird as an example. In the balcony scene, users can customize smart solutions such as washing and drying linkage, washing and drying linkage, and also support personalized service solutions such as eco-lazy cat balcony, Decathlon fitness equipment and Wrigley bathroom, which not only ensures the satisfaction of users' personalized needs, but also drives the brand value-added of the ecological end.
According to statistics, after being integrated into the three-winged bird balcony scene, the unit price of lazy cat wood balcony guests has increased by 40% compared with before. In the future, with the influx of more and more ecological resources, the breadth, width and depth of three-winged bird ecological services will be continuously improved.
Three-winged bird has built a borderless ecological platform based on the needs of users. By introducing users' personalized needs to other enterprises in the ecology in openurl, we have created a differentiated ecological experience scheme and realized the transformation from zero-sum game to * * * win-win.
Three questions: what does the three-winged bird bring to users?
The ultimate experience of a new scene
No matter how the software and hardware of the Internet of Things are updated and the brand develops, its core purpose is to better innovate the user experience, because only the recognition of users can feed back the development of enterprises.
For Haier, its development process is a textbook that constantly subverts and innovates around the needs of users. No matter how Haier innovates, "people's value is supreme" is an unchanging concept. There is only one core purpose of this brand, which is to subvert the cumbersome and fragmented product purchase experience in the past and bring users an unprecedented intelligent scene experience.
Compared with the traditional smart home buying experience, the differentiated advantages of Triwinged Bird Scene brand are scene value, ecological value and user value. Replacing these three points with more popular explanations is actually that there are many scenes that can be customized, not only providing Haier product solutions, but also enjoying lifelong service.
First of all, Tri-wing Bird is not a traditional package scheme of traditional brands, but a personalized scene customization scheme based on Haier's comprehensive and professional network products, which varies from person to person, from place to place and from time to time, so as to achieve "one scene, one household and one design"; Secondly, Sanwing Bird not only provides Haier product solution services, but also organizes groups to provide services to users together with first-class brands in other industries. Finally, the most subversive point is that in the traditional era, the service is over after paying the money, but for the three-winged bird, completing the transaction is only the beginning of the service. The scene customized for the user is more like a "carrier", connected with a steady stream of new services and new experiences.
Taking the smart kitchen scene of three-winged bird as an example, the refrigerator actively customizes scientific and healthy meals according to the user's usual exercise data; After selecting the menu, the gas stove is automatically adjusted to the corresponding temperature according to the menu, and the oven enters the "one-button baking" mode; When users are dissatisfied with the old kitchen, Triwinged Bird can also provide local renovation services, and it only takes three days to "move" the brand-new kitchen home ... From shopping, cooking to local reform, Triwinged Bird can be said to have achieved the ultimate experience.
There is no doubt that the three-winged bird is the leader of the scene era. In the future, Triwinged Bird will accelerate its entry into thousands of households and create a beautiful life of "seamless experience, unbounded ecology and non-inductive payment" for users based on its own differentiated advantages.
The so-called "seamless experience" is to explore the needs of users at the fastest speed, provide users with an uninterrupted experience of "interaction, scene and perception" and create lifelong user value; "Unbounded Ecology" is based on Haier's powerful network, complete solutions and offline contact advantages, attracting ecologists to flock, constantly breaking the boundaries of existing services and constantly upgrading the user experience; "Non-inductive payment" means that "things" take the initiative to make "payment decisions" for users and place orders for payment, that is, automatic payment is realized through the Internet of Things technology, making "payment" a part of the scene experience.
Starting from the brand of home appliances, Haier has been constantly subverting and innovating around the needs of users. In the Internet of Things era, well-prepared Haier is expected to recreate a "brand of the times" through the release of the three-winged bird brand.
Under the mode of "one person, one person", Triwinged Birds will also focus on users' needs in the future and work together with ecological partners with an open attitude to create a greater butterfly effect.