Midea Group recently released a new brand slogan: "Smart life can be more beautiful", and plans to build all its stores into "Midea smart homes". This is not only an upgrade of the brand concept of "the original life can be more beautiful", but also a new interpretation of "beautiful life" in the era of digitalization and the Internet of Things. Obviously, Midea, which has always focused on change and innovation, has moved more frequently and more intensively in the post-epidemic era, clearly pointing to technological innovation, digital and intelligent development and user experience at the strategic level.
It turns out that life can be more beautiful, and the national brand image is deeply rooted in the hearts of the people
"Life can be more beautiful", this advertising slogan has been used for more than 20 years, the first to be used in Midea air conditioners, with the expansion of Midea's product line, it has gradually become the brand slogan of Midea.
On the occasion of the 40th anniversary of reform and opening up in 2018, Midea participated in the "Time Museum" project planned by the People's Daily New Media, and took everyone on a time experience journey with the theme of "40 years of time accompanied by science and technology", setting off a memory kill, and fans of all sizes left messages to recall the past, including the fans, air conditioners, and washing machines that their parents bought when they were young, and the quality is still good for more than 10 or 20 years. There was a small episode at the event site that was impressive, because the space of the exhibition hall was a little stuffy, the visitors tried to turn on the nearly 40-year-old "old" Midea brand fan, and it could still be used normally, and the cool breeze made everyone realize again that "life can be more beautiful".
During the epidemic in 2020, Midea, as a Fortune 500 company, relied on digital technology and industrial Internet platforms to quickly resume work and production, release strong production capacity, continuously deliver masks, home appliances and other materials to the epidemic areas, and donate to domestic and foreign epidemic areas, not only to send charcoal to the people in the epidemic areas, but also to achieve synergy with upstream suppliers, which greatly boosted the morale and confidence of the majority of enterprises and employees.
On social media, you can also see the service cases of Midea's logistics, after-sales and other ordinary positions, such as installation engineers installing water heaters for the elderly at 40 degrees Celsius, and other stories abound, truly serving the user's life better.
Since its establishment in 1968 and its entry into the home appliance industry in 1980, decades of accumulation in scientific and technological investment and user service have allowed the Midea brand to precipitate a strong brand power, so that "the original life can be more beautiful" and the national brand image can be deeply rooted in the hearts of the people.
210 smart scenarios to help create a smart life
Looking back on the development of Midea, from accessories to the whole machine, from domestic sales to exports, from following to leading, from Beijiao to the world...... Over the years, Midea has insisted on innovation and self-innovation, which has enabled the company to develop sustainably, and helped the healthy development and technological upgrading of the home appliance industry chain and other fields.
In 2018, Midea put forward the "man-machine new generation" strategy, which is not only an extension of Midea's "dual-intelligence strategy", but also an attempt to use big data and AI as the driving force to endow products, machines, processes, and systems with the ability to perceive, cognitive, understand and make decisions, so as to open up Midea's unique advantages in products and industrial layout, and push the practice of manufacturing and life to a new height, so that the phrase "the original life can be more beautiful" has a richer connotation.
At the end of 2020, Midea's overall business structure changed from four major business segments: Consumer Appliances, HVAC, Robotics and Automation Systems, and Innovative Business to five new business segments: Smart Home Business Group, Electromechanical Business Group, HVAC and Building Business Group, Robotics and Automation Business Division, and Digital Innovation Business. Among them, the smart home business group, as the main body of smart home appliances, smart home and surrounding related industries and ecological chains, undertakes the construction of intelligent scenes, user operation and data value exploration for C-end users, and is committed to becoming a high-tech company that provides the best experience for C-end users in the whole house smart home and services.
From "Midea Air Conditioner" to "Midea's Whole House Smart Scene", focusing on the five core scene themes of "Safe Home, Healthy Home, Convenient Home, Personalized Home, and Gourmet Home", a total of 210 smart scenes have been launched so far to create a 360° smart life that understands consumers.
Through continuous technological innovation and industrial iteration, Midea continues to lead the development of the industry, and the requirements of users in the new era for products are also constantly upgraded, from quality and cost performance to a richer and more three-dimensional level of science and technology, appearance, experience, etc., Midea naturally needs to keep pace with the times in the brand, so "the original life can be more beautiful" naturally evolved into "smart life can be more beautiful".
Strengthen user thinking and create a full-process service of smart housekeeper
Midea's smart home business group integrates all of its To C businesses, including three major white appliances, kitchen appliances and water appliances, small household appliances, micro steaming and baking, vacuum cleaners and IoT business divisions. Through integration, Midea's whole-house smart solution is based on Midea's full range of smart home appliances, unites ecological partners, combines AI technology, security technology, and big data, and provides a full-process service from consulting services, program customization, logistics and distribution, installation and commissioning to after-sales service, allowing users to easily enjoy "Midea's smart home".
Zhang Xiaoyi, Vice President and CIO of Midea Group and President of the IoT Division, said that for the first time in the new strategic axis, there was a "direct user connection", and that in the past, due to the barrier of layers of channels, enterprises and users were far apart, but now by strengthening user thinking and using digital and IoT means, enterprises and users can have a direct connection in purchasing, serving and even mental at a low cost, and using data-driven to build a smarter and more intimate whole-house intelligent scene for users.
For example, there are currently more than 60 million users interacting with enterprises on Midea's IoT platform, and the habits and scenarios of using products are fully presented. The background can be based on the user's bathing habits, push a model to the user, save 1~2 kilowatt-hours of electricity without affecting the use of hot water, the user can choose to click agree or disagree, and turn the household appliance into the entrance to connect the user without disturbing the interaction.
It is worth noting that in the new strategic axis of Midea's strategy, "digital intelligence driven" replaces "efficiency driven", and further clarifies that through digitalization and IoT, software is used to empower hardware, and constantly expand the dimension of content and scenarios, which means that a large number of existing users will be provided with intelligent transformation of home appliances in the whole house, and a more open platform and ecology make "Midea's smart home" full of infinite imagination.