"7 days of meat is not frozen and fresh", the US refrigerator recently launched the world's first fresh-keeping technology - micro-crystals a week, started the first shot of the US refrigerator 2018 technology and product upgrades.
From the home appliance company to the global technology group, this is the strategic goal proposed by the Midea Group in March 2017. The release of "micro-crystal fresh" preservation technology indicates that the US refrigerator has taken the lead in the pace of technological transformation. Why is the technology transformation so obvious in the refrigerator products? The general manager of the US refrigerator business unit, Berlin, believes that this is closely related to the background of the consumption upgrade.
Optimized structure to provide better products
After the exit of the home appliances to the countryside policy, the refrigerator industry entered a stable development period. In order to compete for market share, major manufacturers continued to provoke price wars by controlling costs, resulting in a large number of homogenized products on the market. However, in 2017, the price of raw materials suddenly rose sharply, which made the high-intensity price war come to an end.
In Berlin's view, the low-cost-driven growth model has been unsustainable and must be abandoned. In the face of the market at the time, Midea took the lead in clarifying the new growth path - returning to the essence of management, optimizing product structure, accelerating new product iterations around user needs, and providing users with better products.
70% of users purchase refrigerators due to consumption upgrades. This conclusion from the frontline survey is very exciting for Berlin, because it shows that the previous pursuit of cost-effective ways can no longer meet new consumer demand. At the same time, this also means that price is no longer the most important consideration for consumers, because low prices do not lead to an improvement in quality of life.
In the attempt to upgrade the product structure in 2017, the US refrigerator has achieved initial success. According to the monitoring data of Aowei Cloud Network, the mid-to-high end products of the 2017 US refrigerator cross four doors and the open doors accounted for 41.4%, and the average price of the US products increased by 21%.
“In 2018, we saw an obvious opportunity to drive unit price improvement and business growth with better products.†Berlin said that due to cost considerations and pressure from price wars, many technologies for US refrigerator storage are difficult to be commercialize. However, the current situation has changed, consumers have higher requirements for the function of the refrigerator, and the younger generation is not so sensitive to the price factor. Therefore, the past storage technology of the US refrigerator has come into play.
Innovative technology pushes preservation to new heights
When the price war turned to technology upgrades, this technological reserve advantage soon appeared. Within the United States, there is a team of about 100 people specializing in the development of refrigerator-related technologies. Their research and development topics do not have to immediately generate market value, and they do not have KPI indicators. This kind of research and development orientation gives them the opportunity to do the most cutting-edge, even imaginative research and development. And when demand comes, these technology reserves can be quickly used for commercialization.
The world's first "microcrystalline one week" is one of dozens of research and development projects. This technology has been reserved for three years. In 2018, with the release of the US's first strategic new product, the BCD-630WKGPZV refrigerator, the technical strength accumulated over the past three years has broken out.
"The technology that I understand is to help users improve their lives, not to be high." Berlin said that the birth of "microcrystals a week" is a masterpiece aimed at using pain points, which is due to the profound insight into the needs of users in the past years.
Through investigation, the United States found that there are three major pain points in meat freezing and preservation: short-term preservation is difficult, and it is difficult to keep fresh; the thawing time is long, and it cannot be cooked immediately; the nutrient loss is fast and the meat taste is destroyed. Let the meat ingredients have the ideal effect of "freezing without icing, fresh meat ready to eat" and "long-term long-lasting preservation, no loss of nutrition". The precise control of temperature and the intelligent perception of food temperature are particularly high. Otherwise, It will freeze or deteriorate.
In order to find innovative technology to crack meat preservation, R & D personnel moved the laboratory to the kitchen, using the most close to the scene to observe the consumer from the purchase of ingredients to cooking. During the test, tons of meat and tens of thousands of chicken fish were used. After more than three years of research and development, Midea's world's first "anti-freeze law, intelligent cold delivery" technology, this cutting-edge innovation technology to promote preservation to a new height.
“Beauty never considers cost as the first consideration, so new products can be applied in a large number of new raw materials and advanced technologies to achieve breakthroughs in product differentiation.†Berlin said that under the strategic guidance of the global technology group, the US refrigerator must Returning to the study of consumer demand, we must translate the understanding of refrigerators and ingredients into the best products, creating the best experience beyond the expectations of users.
Berlin revealed that in the first half of 2018, Midea's refrigerators will introduce more "technical preservation life" and technology-led products, and will also show more exciting and open new changes to the outside world.
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