Haier Group

As one of the listed companies under Haier Group, "Haier Smart Home" (formerly Qingdao Haier) was listed on the Shanghai Stock Exchange (600690) in 1993, becoming one of the earliest blue-chip companies selected as a constituent of the SSE 180 Index. Adhering to the philosophy of "users are always right, we are always wrong", it has gone through six strategic development stages: famous brand strategy, diversification strategy, internationalization strategy, global brand strategy, networking strategy, and ecological brand strategy. It has successively acquired and restructured Sanyo's white goods business in Japan, GE Appliances (GEA), New Zealand home appliance brand Fisher & Paykel (FPA), and Italy's Candy, building a globally integrated competitiveness in R&D, manufacturing, and marketing, achieving brand layout and global operations, and ranking first globally in Euromonitor International's global major home appliance brand retail volume rankings for 11 consecutive years. "Haier Smart Home" has not only become a leading brand but also pioneered the layout of IoT smart homes, achieving a leap from 10 consecutive world home appliance championships to creating the No.1 ecological brand. Today, Haier Smart Home uses the "5+7+N" smart home full-scenario solution to advance the construction from connected appliances to scenarios to ecology, creating a globally leading smart home ecological brand in the IoT era. Among them, "5" refers to the 5 major living spaces including smart living room, smart kitchen, smart bedroom, smart bathroom, and smart balcony; "7" refers to 7 whole-house solutions including whole-house air, whole-house water, whole-house security, etc.; "N" refers to user personalized customization. Based on the "Smart Home Cloud" layout for smart homes, Haier Smart Home has achieved two transformational leads: replacing products with scenarios and covering industries with ecology. First is leading the transformation of replacing products with scenarios. Previous home appliance products were designed to meet users' basic needs—buying a refrigerator to store food, buying an air conditioner to keep warm and cool off. But in Haier Smart Home's "5+7+N" scenario ecosystem, home appliances no longer "fight alone" but work together synergistically, becoming extremely humanized and intelligent. When you push open the door exhausted, the smart air conditioner has already adjusted to your habitual temperature, even adjusting air humidity, PM2.5, and oxygen levels, and the TV starts playing the program you didn't finish last time; if you want to take a shower, the water heater in the bathroom estimates your daily shower time and adjusts to your preferred 37°C water temperature... Through "selling scenarios", Haier Smart Home Experience Center No. 001 achieved nearly 20 million yuan in transactions within one month of opening, with the average price per user for integrated smart home appliance and home furnishing solutions at 400,000 yuan, of which the average price per user for smart home appliance scenario solutions was 250,000 yuan. Second is leading the transformation of ecology covering industries. In the IoT era, Haier Smart Home has led the integration of resources from all parties, actively promoting the construction of ecosystems such as the clothing network, food network, and air network, as well as empowering related industries in their transformation. The 2019 Q3 report showed that the ecological revenue of Haier's food network, clothing network, and air network increased by 40%, 46%, and 79% respectively, reaching 730 million yuan, 1.62 billion yuan, and 940 million yuan. Among them, the clothing network promoted the application of IoT technology in the apparel and home textile industries, improving the commodity management efficiency of ecological resource enterprises, increasing receiving and shipping efficiency by 10 times, and reducing personnel costs by 50%. Currently, Haier's brand matrix of 7 major brands including Casarte, Leader, GE Appliances in the US, Fisher & Paykel in New Zealand, AQUA in Japan, and Candy in Italy has all achieved localized implementation of smart home solutions. As of now, Haier Smart Home has become the smart home brand with comprehensive layout in the four major international standards organizations ISO, IEC, IEEE, and OCF, and has been repeatedly listed in Fortune Global 500 and Fortune's "World's Most Admired Companies". It is a Chinese enterprise that has truly gone global and created its own brand, earning world respect for China's home appliance industry and even China's manufacturing industry.