Viewing the value interaction of Haier Mall from the change of user's demand

At this year's Apple Computer Global Developers Conference, Apple released its own smart furniture platform HomeKit, through this platform, Apple users can use mobile phones, tablets, PCs to achieve remote control of household appliances, smart home from our lives more and more near. Among them, in the first list of Chinese manufacturers to access Apple HomeKit, only the Haier family appeared. It is understood that Haier's first batch of products based on the Apple HomeKit agreement is mainly air conditioning and air boxes, is now in the internal testing, the user can be achieved through the IPhone air monitoring, as well as temperature adjustment, or even directly to Siri said a little cold, air-conditioning will automatically increase the temperature.

About 6 years ago, now one of the bat three big Baidu boss Robin Li had predicted: "5 years later, there will be no special internet companies, all companies will use the Internet to do business." "Now look back, with the internet thinking of the great heat, as well as the traditional industries have been" transformed "by the Internet, although the word Internet is still there, but it is far beyond the meaning of 20 years ago, and is still constantly enriched, you can call smart home for the Internet or traditional enterprises?

specifically to the electric business industry, it is because the Internet has built a perfect market economy model, the market and supply seamless docking, almost to the user and enterprise value can be achieved at the same time, greatly improve the economic efficiency. This is now being quickly recognized, especially after a brutal round of price fight, the industry has been clear, "burning money" play can only be a short-term strategy, the realization of user and enterprise two-way value interaction is the sustainable development of the electricity business endogenous power.

However, the realization of the value of the electric quotient should always be based on satisfying the user's needs, and finally realize the two-way value interaction between the user and the brand, but in the author's opinion, the user's demand can be divided into universal demand, personalized demand, and creativity to meet the user's potential demand.

In this respect, the first clearly put forward the construction of value interaction platform is the typical representative of the domestic vertical electric Haier Mall, since the Haier proposed to the Internet transformation, Haier Mall a series of practices is indeed worth careful research.

Universal requirements: From product to service upgrades to meet

Needless to say, every user needs shelter and shelter, and these needs are universal: What products do I need and what kind of product services I need to provide. In the era of insufficient information convection, the electric quotient platform is mainly based on the user's universal demand. You need, I can sell, to product-led, so the electrical business to expand the product category, and constantly upgrade the SKU to become a competition Master card. However, in the case of serious product homogeneity, product category has been similar, in this platform can buy, in other platforms can also buy. So at this time the butcher knife of price promotion, a little strength of the electric business began to hit the price war, promotion, price and then began the bombing.

Unlike most electrical platforms, Haier mall inherits Haier "dozen value war not dozen price war" consistent style, from user experience, Haier Mall covers all products of Haier, in addition to providing a full range of products, in accordance with daily sales and user evaluation, user needs, such as backflow information, Haier Mall on the user needs targeted production adjustment, product performance improvement, the final completion of deep interaction. In addition very important difference advantage, Haier Mall relies on Haier Group all over the country's marketing network, logistics network, service network, has achieved the most extensive coverage of the country's ubiquitous logistics and distribution, in the country 2,583 counties realize into the village, upstairs into the household. At the same time its launch of "by about delivery, delivery and installation of synchronization" service, but also to allow users to enjoy the unprecedented home power network shopping experience, which also achieved the Haier Mall user evaluation of the way higher.

Personalized requirements: Only pay for their own needs

With the advent of personal branding, the new situation has emerged, people began to pay attention to the establishment of personal labels, no longer only to accept manufacturers according to the design of large-scale production products, basic necessities also have a deeper "private" requirements, will be more pro-Lai can highlight the individual forced products and services. In this regard, some big brands are also beginning to explore personalized customization, Nike launched a new user ID card with custom shoes service, called Nike ID; the public has also launched a "public-made" service for users ' personalized demand for automobiles. In this respect, the electrical business can aggregate consumer demand, in satisfying the user's personality needs of obvious advantages, in fact, the cat, Jingdong, Haier Mall and so on are constantly doing this kind of attempt.

Haier Mall as an example, it can be counted as home appliances C2B personalized custom pioneer. In 2012, Haier Mall has begun to try home appliance customization, has launched a TV modular customization, air-conditioning panels and refrigerators personalized customization, and in 2013 and the cat has tried many times C2B custom activities, the effect is good. Haier Mall even personalized customization as its core differentiation advantage to build and first sight, compared with other electric business platform, Haier Mall in personalized customization has a unique advantage. As we all know, large data is a prerequisite for home appliance customization, and the cat has repeatedly tried water c2b is based on its huge advantages in large data. Coincidentally, Haier's huge database over the years in the Haier Mall on the glow of vitality, analysis and study of precipitation data, the establishment of analysis models, summed up the industry mainstream function selling point, the mainstream price segment distribution, through the Community forum and new media, and users continue to interact, understand the consumer pain point, grasp the user needs Thus more targeted guidance in research and development, design, production. Next, with the user data, supply chain can respond to the speed of the Internet become the key, Haier Mall as a brand of electricity, can be linked to production and sales: the user through the Haier mall directly to the factory, the factory to accept the reservation, start production, and complete the delivery, installation, customer care one-stop service, the integration of this seamless The convenience of the user experience can be provided by other electrical business. Haier electric business platform through the electronic supply chain system of information transformation and upgrade, the user's personalized order production cycle shortened twice times, or even the fastest to achieve five days to complete delivery, to the industry can not do the response speed to meet user needs. This is also the Haier Mall in personalized customization walk in front of the key elements of the industry.

Creative demand: Creative to meet the "future" needs

In addition to the user's universal needs and personalized needs, users do not perceive, perceive the "future" needs, this is the need for manufacturers to actively innovate to provide. Before Apple's rise, the demand for smart mobile devices could only be found in sci-fi movies, where the emergence of Apple quickly freed up the potential demand and made rapid gains. Accordingly, Google Glass, smart belt equipment, and so on, Tesla's car turned out to make the traditional car manufacturers weak burst.

All kinds of without exception is not in the user's creativity to provide satisfaction, so that users enjoy the "future" needs, in this respect, Haier timely insight into the future of the user's intelligent life of the potential needs, and the creative continuous introduction of home intelligent hardware equipment. Earlier this year released a can achieve air-conditioning, air purification utensils linked to the air box, the box can provide intelligent detection of air quality, inform the weather conditions and other intimate services. Users can be connected by remote control via mobile phone and other wireless means.

There are also water boxes that lead the era of intelligent monitoring of water quality, as the world's first intelligent plumbing, Haier water box to fill the home water quality monitoring gaps, with a leading family real-time water quality monitoring, mobile phone remote control, filter life early warning, app personal management and many other functions, for the Family health water escort. To open the home intelligent display of a new life model, launched a personal intelligent mobile cinema I see mini smart equipment, the use of innovative spherical fuselage design, easy to carry, with the previous liquid crystal display mode, the use of Projection mode display screen, can be viewed 360 degrees, and support the free installation of various types of software, Compatible with multiple external modes. Plus just become the first to connect Apple HomeKit and other initiatives, can see Haier in the active layout of the home intelligent Internet, and constantly creative to provide users with services.

Haier Group, as the only official website of the Haier Mall, from the beginning of the birth, the user interaction, to meet the different stages of user needs for the main purpose, along with the user to carry out the depth of the value of the platform positioning gradually formed, to the current stage, Haier Mall to become a continuous introduction of Haier's home smart hardware equipment, the first platform, Haier home appliances personalized interactive platform, the latter also need to be based on mobile internet advantages, and further play the value of interactive platform, the realization of virtual reality network integration, the final form of users, products, Haier, the value of the interactive According to other sources, recently Haier an app Smart microwave oven will be on the Haier Mall on the debut, Love Food "lazy" cargo can pay attention to.