"In the era of the Internet, economies of scale turned to experience the economy, which is the future direction of development." Recently, Zhang Ruimin, chairman and CEO of Haier Group, attended the "2016 National Manufacturing Power Building Expert Forum".
Haier Smart Life Tour
It is precisely in order to accelerate the landing of the experience economy, Haier home appliances to carry out the entire network layout, launched a journey of smart life exploration in ten cities across the country. According to media reports, Haier's smart life exploration tour has built a “smart home†in each city, and placed the whole set of smart home appliances in the living room and living room, so that consumers can not only see the products, but also It is important to experience the smart ecosystem behind the product.
What is the “experience economy� In the 1970s, American futurist Alvin Toffler put forward in the book “The Impact of the Future†that “the service industry will eventually surpass the manufacturing industry and experience production will exceed the service industry. "the opinion of. At the same time, he predicted that the next step in the agricultural economy, industrial economy and service economy will be to experience the economy. In fact, its emergence is based on the rise of the Internet.
For the time being, the entire developed social economy from the United States to Europe is based on a developed service economy, and in the era of "computer information", the experience economy is gradually and even large-scale. The experience economy is called the fourth person's economic life development stage, or an extension of the service economy. From industry to agriculture, computer industry, Internet, tourism, commerce, services, catering, entertainment and other industries are experiencing the experience or experience economy.
The traditional economies of scale are time-sensitive, and the cycle of “year, month and day†is the most common. The experience economy is equipped with the ever-changing Internet, so the cycle is often based on "hours", and even more is based on "minutes". Compared with the traditional agriculture, industry and service economy, the experience economy, as the fourth stage of human economic development, has changed the “seller market†situation focusing on product practicability and price in the first three economic forms, with consumers as the main body. Starting from life and situation, shaping the changes in sensory experience and psychological identity, thus changing consumer behavior and finding new living space for products and services.
As everyone knows, any experience will give the experiencer a deep impression, for a few days, a few years, or even a lifetime. American writer Joseph Payne also stated in the book Experience Economy that goods are tangible, services are intangible, and the experience created is unforgettable. Therefore, Haier's smart life exploration journey is not only to showcase products, but more importantly, to create a healthy and intelligent life experience for consumers by setting up an ecological scene.
Haier Wisdom Kitchen
The data shows that in the scene of Haier's smart life exploration tour, refrigerators, air conditioners, washing machines and other different types of products have got rid of the previous "divided categories" display methods, but are placed in different scenes. For example, the “gym†consisting of Tianzhu air conditioner and Tianplatin air conditioner allows consumers to breathe in a truly healthy air while in the living room. In the living room, Haier Ali TV brings entertainment, video, games and shopping. In the kitchen, the Casa Di panoramic drawer refrigerator, the first 90° panoramic drawer, the space is more reasonable, and also provides users with a fresh experience of dry and wet storage.
In short, the smart life under the experience economy will open up the entire ecological value chain through the external smart homes and the interconnected factories, so that users, enterprises and resources can interconnect and form an open and transparent ecology. In this ecosystem, from the research and development of products to the production and manufacture of products, consumers can experience every link, and the whole process is transparent and visible. Consumers can enjoy the true zero-distance full-process experience. On the one hand, consumers can supervise the whole process; on the other hand, consumers' trust in the products that experience satisfaction will be invulnerable.
However, the experience economy is a profit-making economy with low input and high output. As far as the cycle of economic vitality is concerned, the realization of value still follows the general factors, namely the laws of input, output and consumption. As a representative of traditional home appliances, Haier's new life form, which is shaped by “Internet +†to consumers, is not to replace production and sales with experience, but to extend the service to gain more trust from consumers, and also to obtain Haier. A new living space.
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