Since last year, the concept of “Internet of things ecological brand” has once again become the focus of world brands under the promotion of brandz brand list. As the only Internet of things ecological brand in the world, Haier has also become a practitioner and leader in this field.
Leading means breaking the rules, but also means that there will be no precedent to follow on this road.
A year has passed in the twinkling of an eye. What is the progress of Haier’s Internet of things ecological brand construction?
Ecology is constantly changing. What is the origin of change?
Nowadays, “Internet of things” is no longer a strange and fresh word. When the interconnection of all things has gradually become a preset for the future, ecological brand is still an unclear concept in the hearts of the general public.
It is generally believed that in June 2019, the renaming of Qingdao Haier under Haier Group (Qingdao Haier Co., Ltd. disclosed the announcement, and the company name was changed to “Haier Zhijia Co., Ltd.”), which is a milestone for this enterprise to embark on the ecological brand track of the Internet of things.
In fact, as early as April 2018, in the 2017 annual report and the first quarterly report of 2018 released by Haier Zhijia, the “ecological assets” were disclosed for the first time, and the “notice” of changing the ecological brand of the Internet of things was made. In December last year, while welcoming its 35th anniversary, Haier also released its sixth brand-new enterprise development strategy, which announced that Haier Group had entered the stage of Internet of things ecological brand strategy.
What is the Internet of things ecological brand repeatedly mentioned by Haier?
Just as the tropical rain forest in nature can improve and develop itself, the so-called Internet of things ecological brand also takes change as the path to achieve self-improvement and development. Haier’s most intuitive “change” may find the answer from the numbers.
This year, Haier Zhijia disclosed its first annual report since its name was changed.
The financial report shows that in 2019, Haier Zhijia achieved a total operating revenue of 2007.06 billion, a year-on-year increase of 9%; The net profit attributable to the parent company was 8.21 billion, a year-on-year increase of 9.7%.
It is noteworthy that the financial report also disclosed the ecological income of Haier Zhijia: in 2019, the company’s activation of smart appliances increased by 63%, the monthly activity of Zhijia app increased by 350%, and the monthly activity of scenarios increased by 142%; The sales of complete sets accounted for 27.48%, with a year-on-year increase of 5.43 percentage points; The ecological revenue of the Internet of things was 4.8 billion, a year-on-year increase of 68%.
Beyond the digital, a greater “change” of the ecological brand of the Internet of things is taking place inside it.
Today, Haier has created a 1 + n seamless experience system for users. The person who connects with the user is “1”. No matter what the user needs, this “1” will integrate the following “n”. Focusing on the needs of global users in “food, clothing, housing and entertainment”, Haier has innovatively constructed more than 30000 scenes, and linked different ecological services in this process.
At the beginning of this year, affected by the epidemic, the live broadcasting economy developed rapidly. Haier opened a new era of live broadcasting economy in the era of Internet of things with the “experience cloud multicast” that users can participate in.
From this perspective, “change”, as a feature of the ecological brand of the Internet of things, occurs all the time in its growth process. In this process, whether it is the update of numbers or scenes, “user” is always the key password to accompany Haier to complete “change” again and again.
When the smart family life scenes fall to the ground, the “user needs” masked by the light of technology update in the past are returning.
This may be the origin of Haier’s change.
However, different from the accuracy of technology change, the needs of users are more like unpredictable “clouds” one after another. More importantly, users’ needs are not a single dimension. If scenarios are regarded as the “fruit” of meeting users’ needs, what are the “reasons” for the birth of these scenarios in Haier?
A seed was planted 15 years ago
Whitman of eBay once advised Entrepreneurs: “if you want to get the oak, you must have the courage to plant the seeds of the oak.”
In order to harvest the tropical rain forest of the Internet of things ecological brand, Haier planted a seed as early as 15 years ago.
The Internet of things ecological brand has no precedent for world enterprises.
When the era of the Internet of things has come, Haier must first plant seeds to get the oak tree of the ecological brand of the Internet of things.
Now, this seed may be “rendanheyi”.
In 2000, after attending the Davos Forum in Switzerland, Zhang Ruimin returned to Qingdao and wrote six words: “if you don’t touch the Internet, you will die”. This is not the first time that Zhang Ruimin has noticed the urgency of enterprise development brought by the changes of the times, but this time it is obviously more urgent – because the Internet will completely change people’s lives.
On September 20, 2005, the rendanheyi model, which bears the core strength of Haier’s reform, officially “appeared”. Among them, “person” refers to the employee, “order” refers to the user value, and “integration” refers to the integration of the employee’s value realization and the created user value. The purpose behind this is to release people’s initiative and prevent employees from becoming affiliated to the post and existing due to the existence of users.
As a concept born 15 years ago, “rendanheyi” has the characteristics of keeping pace with the times. Just as “there is no successful enterprise, only the enterprise of the times”, “rendanheyi” has set foot in the pulse of the times and become the foundation of the birth of the ecological brand of the Internet of things – in the era of the Internet of things, user needs determine product value, personalized customization has become a trend, “rendanheyi” urges employees to face users directly, so as to meet users’ personalized needs.
For example, in traditional enterprises, the people who create wealth and distribute wealth are different, or even separated. Producers do not know the final value of products, and fixed salary people do not know the cost invested by producers.
However, through the “rendanheyi” user pay model, Haier turns its employees into “microenterprises”, that is, entrepreneurs, design, produce and sell microenterprises and even other brands from outside Haier. They jointly create value in the form of chain groups. The benefits of each node are related and closely connected, and both prosperity and loss are suffered.
When the chain group nodes have the self driving force to create value, it becomes the inevitable choice for each node to realize value by perceiving users to meet users’ personalized needs.
This also means that the chain group born on the basis of “rendanheyi” produces solutions based on user needs, and the value generated is the core of the ecological brand of the Internet of things – ecological value.
At this point, the “cause” and “effect” of the Internet of things ecological brand are gradually clear, and Haier, as the world’s first and only Internet of things ecological brand, may have more significance than this.
When the brandz brand list won the world’s first “Internet of things ecological brand” award, which affirmed Haier’s achievements in this track, a new brand value measurement standard is emerging.
And what does this mean for the world?
For whom has the world changed?
“The world does not revolve around new noisy inventors, but around inventors of new values,” Nietzsche wrote in Zarathustra.
In the era of Internet of things, the definition of new value may no longer be as clear as before, but the end point of new value has never changed: human needs.
Whoever is creating new value will change the world.
Brandz brand list points out that innovation and creativity are the key drivers of growth, which has brought us $277 billion of brand value growth to all the top 100 brands. Among them, compared with last year, Haier’s brand value increased by 15%.
It is worth noting that the 15% increase in Haier’s brand value does not come entirely from products – Haier, which has gone abroad and created its own brand, has changed its way to the Internet of things ecological brand and has taken ecological value as a key part of brand value.
In Haier Zhijia 001 store in Shanghai, the average customer unit price has reached 240000. Judging from the current market situation, this is almost difficult to achieve in stores dominated by household electrical appliances. However, if users are faced with an experience scenario with more products, paying for the scenario will replace the logic of paying for a single product.
For example, in a simple home laundry scenario, there may be multiple potential needs such as laundry, care and matching. In order to meet the needs of users, Haier has combined more than 5300 domestic and foreign enterprises and brands such as clothing, washing machines, toiletries and RFID IOT technology in the laundry experience scenario, which are called “ecological resources” by Haier, In Haier’s open platform, we aim to meet the needs of users and provide users with full life-cycle solutions for laundry, care, storage, erection, purchase and recycling.
The value realized by the “ecological resource side” in Haier’s platform to meet the needs of users redefines the brand value.
In addition, the birth of Haier CAOS platform, the world’s first mass customization industrial Internet platform with independent intellectual property rights in China and the participation of users in the whole process, is also quietly changing the mode of production in our memory.
Taking Tsingtao beer as an example, relying on the CAOS platform, upstream and downstream enterprises such as hops, barley, wheat, supermarkets and catering can realize resource docking on this platform. This also means that relying on the industrial Internet platform, the beverage manufacturing industry can achieve co construction and upgrading from three aspects: product upgrading, model transformation and platform transformation.
The forecast data show that Tsingtao Beer’s performance in the past four years can be doubled, strive to be the first in China and enter the first camp in the world; For upstream and downstream enterprises, orders can increase by 35% and costs are expected to decrease by 8%.
This is also an epitome of the transformation of enterprise production enabled by the CAOS platform.
Since the establishment of the first Shenyang refrigerator interconnection factory, the CAOS platform has bred 15 industrial ecosystems such as ceramics, RV and agriculture, covering 12 regions of the country, and has been replicated and promoted in 20 countries. It has shown strong momentum in providing important support for enterprise digital transformation and helping enterprise high-quality development.
From rendanheyi breaking the traditional enterprise bureaucracy, to the transformation and upgrading of enterprises enabled by the industrial Internet platform, and then to the Internet of things ecological brand reshaping brand values, after several years of change, “today I am not yesterday I”, the Internet of things ecological brand Haier has completed new changes.
More importantly, this change does not only exist within Haier. The horn of enterprises changing the world has been sounded.
Editor in charge: PJ