After the report of 2021 and the quarterly report of 2022 exceeded expectations.$Haier Smart Home (06690.HK) $Whether it can continue to grow has become an important issue of concern in the capital market. In this regard, Haier Smart Home set a new industry record with market share and gave the latest answer.
China Yikang data show that in the 19th week of this year, Haier Smart Home's market share increased by 4.3% year-on-year to 29.2%, ranking first in the industry. From January to 19 this year, Haier Smart Home's cumulative market share increased by 2.5% compared with the same period last year, climbing to 27.2%.
At present, the home appliance industry has entered the stock era, superimposed this year's repeated epidemic in some areas, logistics and other adverse factors, the whole industry is depressed. So, why can Haier Smart Home's market share continue to grow?
Churchill once said, "never waste a crisis." While each crisis has an impact on the society and economy, it often hides some new opportunities. Haier Smart Home is precisely in the crisis does not waste any market opportunities, on the one hand, through digital operations to grasp the needs of users; on the other hand, through high-end, eco-scene brand innovation to meet the needs of users. Through these two core points, Haier Smart Home continues to be recognized by users, providing impetus for its performance growth.
How to grasp the needs of users?
Haier Smart Home continues to promote the whole process of digital operation.
With the accelerated arrival of the era of the Internet of things, consumers begin to pursue a more simple, focused, efficient and intelligent way of life. Accordingly, consumer demand is also changing rapidly. How to quickly grasp the needs of users has become an important issue for every enterprise.
With regard to this subject, Haier Smart Home continues to promote the digital operation of the whole process of users, employees, customers, research and development, manufacturing, and marketing, and from the four aspects of finding, persuading, moving, and retaining users, improve the digital user operation system online and offline, and realize the management of users' whole life cycle.
For example, in the digitization of marketing, as the post-90s and post-00s have gradually become the main force of consumption, the ways of marketing are becoming more and more diversified. In response, Haier Smart Home launched "May Day does not work" live broadcast interaction during May Day this year, not only finding young users through real-time live broadcast of "whole brand, whole industry and all channels", but also persuading and moving users through scene-style, interactive, and immersive play, so as to retain users. According to public data, the live broadcast had 1400 user interactions, 764 national events, and enabled omni-channel retail conversion of 354 million, of which Casati accounted for 188 million, accounting for 18%, resulting in a double explosion of volume and sales.
Through the digitization of the full link, Haier Smart Home has not only fully formed a long-term user precipitation, but also effectively improved the collaborative efficiency online and offline, and constructed a more compatible and stable retail transformation model.
How to meet the needs of users?
Haier Smart Home accelerates the innovation of high-end and scene ecological brands.
So, after Haier Smart Home accurately grasps the needs of users through digital operation, how to meet the needs of users?
On the evening of May 19, Haier Smart Home appeared in a special report on CCTV's "focus interview" column. Xu Meng, vice president of Haier Smart Home and general manager of China, gave the answer: "in this generation, there is an important change in consumption patterns, that is, one stop is in place."
And how to achieve "one station in place, one time is good"? First of all, is to provide users with the ultimate product experience, which is the foundation. As the Casati refrigerator does, the 10cm cooling gap is first reduced to 2cm, and then the breakthrough of 0 flash gap is achieved, so that the product can achieve zero-distance integration with home cabinets, providing users with a better choice to achieve home integration decoration, so that it is easier to move users.
Users' approval of Casati is directly reflected in the market data. Zhongyikang data show that from 1 to 19 weeks this year, Casati occupied the first place in a number of high-end categories. Among them, retail sales of 1W + refrigerator market accounted for 38.7%, year-on-year growth of 6.4% X 1W + washing machine market retail sales accounted for 73.9%, year-on-year increase of 4.5%; in 1.5W + air conditioning market retail sales accounted for 28.9%, year-on-year increase of 7.4%. In addition, ice bars, wine cabinets and 8000 + clothes dryers are also number one. Over the past two years, Casati has continued to grow at a high rate of more than 30%.
What is particularly noteworthy is that the high-end products have led to a continuous increase in the market share of various categories of Haier Smart Home, and the industrial structure has been further optimized. According to Zhongyikang, from January to 19 this year, Haier's share of refrigerators was 43.5%, up 2.4% from the same period last year, and the first place was 3.7%; Haier's washing machine share was 46.2%, up 3.3% from the same period last year, and the first place was 3.1%; Haier's water heater share was 30.1%, up 3.5% from the same period last year, and 1.7% from the same period last year; Haier's air conditioning share was 19.7%, up 2.6% from the same period last year.
If the high-end product is the foundation, then the scene brand three-winged bird is to bring users a full scene of intelligent life experience. For example, in the three-winged Bird Wisdom Kitchen, users only need to place an order through the refrigerator, cold chain delivery, and automatically bake in the oven to eat delicious lemon-scented chicken wings, and the recipes on the refrigerator will become more and more abundant according to users' preferences. For users, this kind of experience is unique in the industry.
The scene brand three-winged bird can not only meet the needs of the times, but also continue to lead the needs of users. Not long ago, the three-winged Bird held a conference on the wisdom of the whole house in 2022 with the theme of "reshaping and leading", which not only brought the industry's first distributed scene screen-the brain screen of the Wisdom, but also released the solution of "1-3-5-N". Provide users with full-scene one-stop Wisdom customization service.
Based on the advantage of one-stop customization, Triwingbird is being actively selected by more and more users to provide a total of 8720 families with a complete set of scene renovation programs during the Spring Home Decoration Festival. So far, the number of monthly active users of the three-wing bird user platform has reached 6.75 million.
Xu Meng, vice president of Haier Smart Home and general manager of China, stressed: "there are users in mind and space in the market." Around the changes in user demand, Haier Smart Home does not waste any market opportunities. The digital operation, high-end and scene ecology of the forward-looking layout is not only an unavoidable trend for the future development of the industry, but also the core of its continuous harvest of user recognition, which will provide the driving force for its sustained growth.