[PConline News] Ice-washed products have always been a very important household electrical appliance in our lives. The 2017 Samsung China Forum also closed in early March. The Samsung China Forum not only showcases Samsung's rich product line, but also its product innovation. Shows strong strength.
At the Samsung China Forum, Mr. Xie Hui, Vice President of Life Electronics Division of Samsung Electronics in Greater China, received a group of media interviews. In response to issues related to Samsung's ice brand strategy, development direction, and product features, Xie Hui proposed: “Samsung wants to be a company favored by the Chinese people. Under the premise of satisfying the needs of Chinese consumers, it adheres to the three core values ​​of technology leadership, innovation and design, and human intelligence, leading the trend of intelligent, healthy, and high value-added industries to persevere. The spirit of innovation continues to introduce products that satisfy Chinese consumers."
Samsung Electronics Vice President, Home Appliances Division, Greater China Region, Xie Hui
Satisfying results, Samsung will continue to consolidate its market position
Some media asked Samsung about the performance of the white power business segment in 2016 and what the outlook for the 2017 market is. Mr. Xie Hui, Vice President of Life Appliances Division of Samsung Electronics in Greater China, provided detailed answers on localization requirements, products, and global performance.
Xie Hui: The household appliances business is very challenging for a global company because the products of living appliances should meet local needs. In this regard, Samsung has made a lot of efforts. The first is the product strategy. We carefully analyze the consumers in the Chinese market, and then introduce innovative products in accordance with the three core values. These three core values ​​are technology leadership, innovative design, and human intelligence. In the global market, we have established a number of R&D centers for insight into consumer demand, facilitating the development of products that are more in line with localized needs.
On the product side, Xie pointed out that in 2016, Samsung launched the “Dao Daozhi†refrigerator, which was welcomed by the market. At the beginning of this year's CES, you may have also noticed the Family Hub 2.0 product, which is optimized for speech recognition so that the refrigerator can understand longer and harder sentences instead of staying at low-level interactions such as input instructions. . The Chinese version of the Tao Daozhi 2.0 is also under development. I also hope to enter the market as soon as possible. This time we launched the Taoist Family feast which is specially designed for Chinese consumers. For the first time, it has added the highly acclaimed butterfly door design to the four-door refrigerator, and has borrowed the built-in camera of the DaoZhongYin feat, which can be viewed on the mobile phone. Refrigerator internals.
Regarding the consumption methods, Xie also said that China's consumption patterns have undergone great changes. Although the refrigerators have not shown any increase in the number of sales and the amount of money, my view is that the demand has not declined at all, and it has grown substantially. The total volume of refrigerators sold last year increased a lot from the previous year, indicating that consumer demand is still rising.
In terms of market performance, Samsung has achieved a series of achievements in 2016. From the perspective of the global market, the data provided by authoritative agencies shows that the refrigerator market share ranks first in the world, leading a lot in the second place, and washing machines have reached The top three in the world. In China, Samsung has always emphasized the localization strategy. Samsung, which has more than 10,000 yuan in refrigerators, has maintained the first, more than 6,000 yuan worth of drum washing machines, and Samsung has topped the list. Samsung always adheres to the strategy of high value-added products and has maintained its market position.
A company that is loved by the Chinese people
With regard to continuous innovation, Xie also gave his opinion.
Xie Hui: For innovation, the first is to have the desire for innovation. Samsung has always regarded "being a company favored by the Chinese people" as the basis for establishing a foothold in China. With such a concept, it has the driving force for innovation. The other is to have the strength of innovation, the global scope, Samsung has a strong strength in technology, design and other aspects. In China as well, refrigerators, washing machines, air conditioners, and air purifiers are all produced in China, and some key parts, such as compressors, are produced in China. Based on this desire and with such strength, Samsung will launch some innovative products every year.
Samsung believes that the current Chinese market is undergoing consumer transformation. This transformation has been particularly evident in the home appliance industry. The home appliance industry is moving toward intelligent and high-end development, which also puts higher requirements on manufacturers' innovation capabilities. However, at any time, Samsung always adheres to the fundamental principle of “being a company favored by the Chinese peopleâ€. Just as today, Samsung will continue to bring more and better products to Chinese consumers and better serve the Chinese people. .
About Star Products Flex Wash Washing Machine
About the Samsung Washing Machine, the star washing machine product of Samsung China Forum, many media and consumers are very interested. Xie has made the following detailed explanations on this product.
Xie Hui: The design concept of FlexWash actually stems from the product we launched in the United States in January this year, FlexWash+FlexDry. According to the actual situation in China, we made some innovations. For example, Chinese dryers are not very popular, but consumers do have the need for drying clothes. Therefore, the Chinese version of FlexWash is made into the form of a washing and drying machine, which is in the industry. Both are relatively advanced. In addition, the current dual-separate washing machines in the industry have some pain points. For example, some products are pulsator washing machines, which may cause inconvenience in use. The FlexWash washing machine is on the top, and the washing machine is on the bottom. Meet the operational needs, but also make consumers use more comfortable.
In general, with a complete washing system that combines the functions of two washing machines and one dryer, the FlexWash washing machine can perform both sorting and simultaneous washing, and intelligent drying technology can be used to resolve multiple washing problems at once. FlexWash washing machine adopts the upper and lower layer structure, the upper layer is the wave-wheel type laundry unit, used to wash small pieces of clothing; the lower layer is the drum type laundry unit, which can handle larger laundry tasks. This design easily meets a variety of laundry needs of consumers, different colors, materials, uses of clothing can be treated separately, so that laundry is more scientific and healthy.
The upper and lower layers of the FlexWash washing machine can be operated synchronously and independently, providing greater freedom and flexibility for laundry. When there is a need to sort and dispose of a large amount of clothes, the upper and lower layers of the washing machine work at the same time to complete the laundry task at one time; When only a small amount of laundry needs to be cleaned, the upper and lower layers can be operated separately, saving water and electricity. The drum washing unit in the lower layer of FlexWash is also equipped with a smart drying function, and the washed clothes are directly dried to achieve instant washing.
FlexWash washing machine also continued the highly acclaimed Samsung signature laundry technology - bubble net and "easy to add", not only clean, thoroughly bleached, protect clothing, save water and save four advantages, but also in the laundry Adding clothes at any time completely solves the problem of adding clothes to the drum washing machine. At the same time, FlexWash is also equipped with a hot air fresh function, easy to remove a variety of odors, keep clothes fresh and effective sterilization.
In view of the trend of current washing machines, the rapid transition of the washing machine from the wave wheel type to the drum type, in addition to the drum washing machine does not wrap around the benefits of saving water, the other reason is that the drum washing machine is more beautiful, more consistent with the trend of embedded appliances . In addition, like refrigerators and color TVs, home washing machines are also developing in the direction of large sizes. This trend is very clear. Therefore, we have adopted a large capacity. On the one hand, Samsung has this technical strength. On the other hand, the demand for large-capacity washing machines by consumers is even stronger. In terms of washing machine capacity, Samsung's washing machine capacity is very complete, in addition to 21KG, our drum washing machine also has 12KG, 9KG, 8KG and so on.
At present, FlexWash is in the process of being listed on the market. FlexWash is a product designed solely for the Chinese market. We strive to get the fastest time on the market, and we will also hold a tour around the country to meet with consumers across the country.
Samsung's three main values ​​of living appliances
Xie Hui: According to the needs of localization in China, Samsung refined the three core values ​​of Samsung’s home appliances, namely, technology leadership, innovative design, and human intelligence. The on-site media also asked Xie Zong about this issue. The following detailed explanations are provided for these three core values.
The three core values ​​are the first to say technology, and the leading technology is to require the technology of the product to be excellent. For example, the refrigerator has excellent preservation effect, and the washing machine is clean and water-saving. Washing machine main bubble net technology and Samsung refrigerator metal evenly cooled and QR evenly cold, these are the embodiment of the product's hard power, but also makes Samsung's living appliances in the eyes of consumers or in the industry, are high-tech representatives .
Innovative design refers to product design. Samsung’s design concept is the most important part of Samsung’s brand assets. Therefore, we introduce innovative designs every year. For example, the butterfly door of refrigerators and the butterfly window of washing machines are all based on design. Innovation. In addition, taking into account the space occupied by home appliances, so the design should try to maximize the use of space in the case of limited space. Taking the refrigerator as an example, in the case of a fixed volume, to achieve a larger food storage space, the insulation layer of the product family feast refrigerator uses VIP vacuum insulation material, compared to traditional materials, the thermal insulation performance is significantly improved, also allows the refrigerator The wall becomes thinner, so that the refrigerator's storage space becomes larger. The Butterfly Gate is actually designed to cultivate our habits, so that it is more reasonable to store food and take food in the refrigerator. We have found that if the arrangement of food in the refrigerator is more reasonable, the space utilization rate will increase by 30%. There are also panel designs. Samsung has been an industry leader in this area for a long time. For example, Samsung first used glass as a refrigerator appearance. Samsung started 10 years ago. The matte metal engraving panel that we now introduce has similar to wood grain. The textures and the embedded kitchen appliances work together to complement each other. The design of high-end cabinets is basically the same feeling.
In terms of human intelligence, we are constantly researching the needs of China's consumer intelligence. Samsung has made a lot of efforts in the ease of use of products. The basis of intelligence is various sensors and algorithms. These have many technical reserves for Samsung. Samsung also introduced the Smart Home APP to connect all smart homes. Samsung already has a considerable number of home appliances that can be connected via the Smart Home APP. At present, Smart Home is compatible with the most devices, surpassing any Internet of Things or smart home platforms worldwide. It allows consumers to freely choose among various advanced Internet of Things services and applications. Samsung also set a small target for itself, and by 2020, it will achieve universal access to the Internet of Things.
How do you see consumer demand?
The media also asked Xie Zeng about consumer demand. Xie also made the following forecast for the demand of Chinese consumers for household appliances in the next year or two.
Xie Hui: From the perspective of sales figures, 2017 may continue the trend in 2016. The number of home appliances sold and the amount of sales will not grow as high as the previous two years. This is challenging for the entire industry and also for enterprises. The innovation puts forward very high demands.
For manufacturers, it is important to provide services and products to meet consumer demand. The changes brought about by consumer upgrades are still very clear, and there are now three major needs. One is high value-added, the second is smart, and the third is healthy. High added value is Samsung's pride. When we design products, we divide consumer demand into two parts, functional needs and emotional needs. Among them, the emotional needs are to have a better experience. For example, at the beginning of the design, research on how to make the panel feel more comfortable to the consumer and the home environment to match more is an added value of emotion. While intelligence and health are irreversible trends in the industry, these products will certainly become more and more popular. Therefore, consumer demand is actually expanding. To give a simple example, in the past, refrigerators were only used to store food, and now girls' facial masks, family medicines, etc. are basically put in the refrigerator, which puts more on the refrigerator. The request.
Samsung attaches great importance to consumer demand research, has a global design and research and development center, including six design centers that collect consumer needs, and five product innovation teams (PIT centers) that meet the hidden needs of consumers and develop product innovation capabilities; And 5 R&D (R&D centers) that develop products for consumer needs. Based on this, we can gain insights into changes in consumer demand in a timely manner. Through in-depth insight into users, Samsung will launch more consumer electronics products that cater to consumers' needs.
About home appliance intelligence
Appliance intelligence has always been a hot topic. On this issue, Xie answered questions from the media.
Xie Hui: On the basic direction of Samsung's development of smart home networking. First of all, the smart home internet of things must be open and open means that we can interface with various systems. Secondly, based on Samsung's extensive technology reserves and operating experience, we also have a developer community. The third is cross-border development. Currently, the promotion of the Internet of Things may seem to be impossible in one industry and it must be a cross-industry promotion. Therefore, we can also cooperate with other industries. Samsung has promoted the development of smart technologies in these directions. . A few years ago, Samsung introduced the Smart Home APP. We connected all our own terminals and announced plans that all products produced by 2020 could be connected to the Internet of Things.
The impact of rising raw material prices on the home appliance industry?
With regard to the pressure brought about by the rise in home appliance raw materials, the general manager Xie expressed his own outlook and insights.
Xie Hui: The rising of home appliance raw materials will affect the entire industry. The fluctuation of raw material costs will affect the profits of this industry. However, we also noticed that high-value-added demand is not fully met, so this year the whole industry still has to dig deeper into the added value of home appliances, such as intelligence, health, and so on.
What Samsung can do is to continue to develop high value-added products along the three major product core values: “Technology Leading, Innovative Design, and Human Intelligence†to ensure high value-added leadership in the industry. Under the situation of consumer upgrades, there have been many changes in the home appliance industry. Samsung is quite clear about the changes in demand. Therefore, our product replacement cycle is much shorter than before.
At the same time, we are also very happy to see this industry is still moving forward. We were really challenged last year, but for Samsung, from the situation in the last quarter or two, the living appliance business still meets our expectations.
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