Roundtable Forum: The Value and Future of Health
On July 28, as an important part of the 2022 China Home Appliance Health Trend Summit, a roundtable forum focusing on the value of healthification and healthy market development of home appliance companies was laid out.
Gao Yuan, head of health technology of washing machine division of Midea Group, Sun Binghua, general manager of marketing of Haier air industry, Chen Xiaomin, general manager of sales of North China region of Boshi Home Appliance (China) Co., Ltd, Wu Zhigang, head of technical planning of user and product center of refrigerator division of Midea Group, and Yang Xiaosong, user and marketing director of AUX Home Appliance Group, five enterprise experts, focused on family health management in the post-epidemic era and the impact of health on They discussed in depth about the impact of family health management and health on the home appliance marketin the post-epidemic era.
At the same time, the forum also invited He Li, Director of the Science and Technology Division of the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention, as a special guest commentator to interact with representatives of home appliance companies across the border. Yu Hao, deputy editor-in-chief of Electrical Appliance magazine, served as the host of this dialogue.
Popularize the concept of health and implement family health management
Q:TheGlobal new crown epidemic has come to the third year, Chinese families' awareness of health is gradually deepening, how do you understand the value and importance of family health management on home appliances?
Gao Yuan:This is a question of practical significance. The concept of "family health management" is not actually a recent idea, but in the three years since the outbreak, it has become more and more popular and has changed people's lifestyles both domestically and globally. As a simple example, three years ago, probably the majority of people did not have alcohol-based hand sanitizer in their homes, but now there are probably not many homes that do not have alcohol-based hand sanitizer. In fact, this is how the epidemic has triggered changes in people's health pursuits.
Home appliances are the main carrier to serve the related life needs of home users. In terms of health, washing machines keep clothes healthy, air conditioners guard air health, and appliances for living such as refrigerators guard people's diet and other aspects of health. These home appliances are used by people every day, and they are also the main body that carries users' health needs every day.
Happily, in the case of health needs as a carrier, the level of intelligence of home appliances becomes higher and higher. I believe that the gradual popularization of family health and intelligent home appliances is actually the process of implementing the concept of family health management, which is complementary and has great practical significance.
Sun Binghua:Family health management has two implications in terms of implementation.
From the user level, everyone is very concerned about health nowadays, especially after the epidemic in the last two years, this phenomenon is more obvious. At present, the country has clearly put forward that "without the health of all people, there is no comprehensive wellbeing", and the 14th Five-Year Plan also clearly proposes to promote the construction of a healthy China. In this context, with the gradual improvement of residents' health awareness, users have also put forward higher requirements for environmental health. Take the air conditioning industry as an example, the original users are only concerned about "clean air conditioning", now users are not only concerned about "clean air conditioning", but also about "clean air", such as air microbes, bacteria etc., are increasingly concerned about the direction of users. Therefore, this is a re-popularization of the user, re-education process.
From the industry level, the upgrade of the health management concept will guide the air conditioning industry to change from low-quality internal consumption to a completely user-centered experience. The upgrade of user experience will force the transformation of enterprises, which will also bring about the upgrade and transformation of the whole industry, making the health concept more deeply rooted in people's hearts and making the whole industry pay more attention to the health innovation of products, thus promoting the high-quality development of the industry.
Chen Xiaomin:Since the epidemic, Chinese families are rapidly awakening to health management, and many families are actively seeking green and healthy home life solutions. Healthy home appliances involve everything from clothing health to diet health to the safety of the entire product usage. This has put forward clearer health requirements for each product category in the market segment.
The concept of developing and manufacturing products based on consumer needs has become the product innovation concept of more and more Chinese home appliance companies. As a home appliance manufacturer with more than 20 years of experience in the Chinese market, Boshiya has also inspected consumers' demand for green, intelligent and healthy home appliances, and has integrated the concept of health management into product development and design, and has made continuous and in-depth product layout in the whole health appliance field.
The landing of family health management on home appliances can prompt companies to strengthen their ability to develop and promote healthy products, which will be of great importance as consumer upgrading drives the popularity of the Chinese family health concept.
Wu Zhigang:Before the epidemic, the development of the refrigerator industry has been based on preservation technology, health needs have always existed. The occurrence of the epidemic has led to a high degree of concern for health and health awareness has risen. Our products were also upgraded to meet the health needs of users and to solve the problems of air, bacteria, viruses and health of ingredients that exist in refrigerators.
For family health management, my understanding is divided into 3 main parts. The first is health. In addition to their own mental state and sleep time and other effects, the external environment on human health is very big, such as air, water, food health, these need to rely on home appliances to achieve, and it is inseparable. The second is the family. Each family member is a different individual, including infants, adolescents, middle-aged and elderly, as well as maternal and other special groups, with diversity and complexity is very high. The third is management. The purpose of management is to make people more beneficial material nutrition, while reducing harmful substances, or even avoid the use.
In the family environment, only home appliances can combine human health and environmental health closely together, which is the inevitable trend of the future, and Midea refrigerators have been actively practicing this mission.
Yang Xiaosong:Family health management in the field of home appliances, I think there are 3 main directions.
First, whether focusing on the internal healthy diet, or external healthy air, companies should first focus on this area, output customized solutions, through technological innovation, and users, and family members linkage, to be down to earth based on user needs to do a good job products.
Second, from the health ecological point of view, family health management involves a number of areas, including not only home appliances, human-computer interaction, but also involves the study of disease, the integration of the entire health ecology. The home appliance industry should embrace more actively to form a synergistic ecological chain to provide better health services for users.
Third, from the health ecological point of view, family health management is a way of life, and companies should focus on researching and communicating with users who have strong health needs. For healthy lifestyles such as fitness, sports and even camping, users' needs do not only stay in the function itself, but also provide them with different solutions in the scenario, thus bringing them a healthier lifestyle and scenario experience.
Ten years ago, AUX Air Conditioning put forward the brand concept and brand positioning of "Healthy Air Conditioning AUX". In the past ten years, we have been focusing on the health field, from five consecutive generations of automatic water washing to easy detachable washing, including the current research on new air conditioning, we hope to focus on this track, for healthy air, healthy air conditioning to bring focused quality innovation and technological innovation, to make a contribution to the industry.
Take users' health needs as the starting point to achieve market leadership
Q:At present, the selling points of home appliances in the market mainly focus on health, and there are more chaotic health selling points. How does your company maintain its leading role in the competitive environment and promote the healthy upgrading of the industry?
Gao Yuan:Health is a very current and hot topic, everyone is mentioning the concept of health, the market has the phenomenon of uneven products, washing machine market also has similar problems.
As a national brand, Swan has been adhering to the concept of developing healthy products from consumer needs and services. We have recently launched a series of products equipped with new technologies, hoping to lead the industry to upgrade to health at the technical level and ensure Swan's leading position in technology and products. At the same time, we are also constantly iterating the previously launched health technologies that are well recognized by users, such as silver ions, material anti-bacteria, etc. We hope that through such a matrix of health selling points, we can make our products into all-round health products and continuously meet the real health needs of users.
I think, from the product point of view, it is necessary to use the leading technology to support the competitiveness of the product, in order to continuously lead this industry, the market to achieve positive development.
Sun Binghua:Health concept in the market seems to be confusing and disorderly. I personally believe that there are traces. The "trace" refers to the user experience. User experience runs through the whole process of Haier air conditioning service and product development and innovation. In the process of user use, "trace (user experience)" is actually what the company has been pursuing, whether in product development, or the whole process of service and scene experience, all follow this principle.
From the product level, Haier air conditioners truly promote and apply the health concept and health technology to most products. The first generation of Haier air conditioning self-cleaning technology launched in 2015, the air conditioner itself will take a bath of high-tech, from the air conditioner blowing out of the wind is clean, no secondary pollution. 2020 we launched a bacteria self-cleaning technology, once again to achieve a health technology upgrade, to achieve clean air, not only In 2021, Haier air conditioners and the world's first air washing technology, which can remove hair, dirt, dust, bacteria and other air pollutants, but also to increase the two types of organic factors (water molecules, oxygen molecules), so that users breathe more fresh, healthier, not suffocating, to achieve the Air beneficial. From clean air conditioning, to clean air, and then to beneficial air, this iterative process is the process of our concern for the whole process of user health.
R & D level, since the launch of self-cleaning technology in 2015, Haier air conditioning has been along the line of the pursuit of health for users to today. In fact, our research and development process is the process of realizing users' health needs. Until today, we are still breaking through the health-related technologies, and in the near future you can experience the black technology that is more hardcore than air washing.
At the scene experience level, the birth and emergence of "Three Winged Bird" gives us more scenes to do whole process, whole life cycle, whole space and whole dimensional contact with users. For example, we will worry about children sleeping with air conditioning, Haier air conditioning can automatically determine the human body temperature, and then automatically adjust the temperature to the most comfortable state, to better care for people's sleep. This allows us to achieve full coverage from clean air conditioning to clean air, beneficial air, and then to sleep scenarios.
Chen Xiaomin:We believe that the protection of health must be put into practice, reflected in product development, functional design and use of maintenance. Boshi household appliances have always been "German precision"German craftsmanship" and health concept into one, with exquisite technology, cutting-edge technology, reliable brand quality to bring consumers good, practical, durable consumer products, and keep up with the demand for sterilization launched a series of Health products. Take Bosch 6 series net transparent series dryer and dryer as an example, it carries the German patented technology of double track, through the dual role of strong bacteria removal and strong hot air, to achieve 99.9% bacteria removal effect. Take Bosch 6 series built-in dishwasher product as an example, this product can effectively remove 99.99% of Staphylococcus aureus and Escherichia coli through high temperature and high pressure water rinsing dishes, and carries the function of fresh storage, which can still maintain 99.99% of the bacteria removal effect within 96 hours after washing. Powerful anti-bacteria function, so that users can really do meal reassurance, to achieve the intimate protection of family health.
Wu Zhigang:In order to maintain the advantage in the field of health, the United States refrigerator mainly from 3 aspects of the layout. First, adhere to the "user-centered" product development first principle, insight into the needs of users, so that the product can really impress users. Second, after understanding the user needs, based on the most basic principles of breakthrough innovation, the formation of technical barriers. Third, with innovative technology, standardization to improve the level of the entire industry. In summary, the demand for technology, technology specialization, professional personalization.
Microcrystal a week fresh and full space purification technology is the United States refrigerator two health selling point. Chinese families consume up to 118.2 billion pounds of meat each year, but the reality of meat in the refrigerated storage of 2 to 3 days will deteriorate, stored in the frozen and frozen hard, not only can not be cut, and there are poor taste, nutrition loss and other problems. Therefore, we insight into the user demand after digging out the "micro crystal a week fresh", the use of the industry's first reverse freezing, to achieve a week not frozen and fresh, so that users can always eat fresh meat, refuse zombie meat. The whole space purification technology aims to realize the air health inside the refrigerator. In daily use, the air inside the refrigerator will produce odor, there may also be bacteria and viruses. Meiji refrigerator applies the purification technology of submarine to the refrigerator, which realizes the efficient sterilization, virus removal and odor removal inside the refrigerator.
Yang Xiaosong:Whether the concept of health marketing can be landed and promote consumer purchase, the most core factors depend on the insight of enterprises for user needs.
For example, the UVC deep ultraviolet concept has recently appeared more often in the marketing of air conditioners in e-commerce channels. The portrait of the consumer group of these products is worth studying. They are mainly in second-tier cities, supplemented by third and fourth-tier cities, with nearly 50% of people aged 30 to 35, more than 90% with children, and may be more concerned about sports, food, and cute pets. From this, we can see that the population portrait of healthy air conditioners or health-related technologies is close to the current main consumer group, and the health concept has become a popular point for the whole industry.
Data show that the penetration rate of healthy home appliances will be about 80% in 2021. A series of health technologies such as deep UV, self-cleaning, high-temperature sterilization, and universal filters, as well as the precise dimensions and standards of these health technologies themselves, should become the universal minimum standards in the entire air conditioning industry. Or, some basic concepts need to be put forward to become a benchmark for home appliance brands to advocate together and form an industry consensus. In my opinion, this is the mission of home appliance people, a healthy benchmark for the users we serve.
Outlook and Message
Q:Please give a brief summary of the health trend in one sentence.
Gao Yuan:Home appliances themselves serve users, and health is a very important need for users and is one of the core sub-functions of home appliances. For those who study health, we should start from the perspective of products, through in-depth and detailed technical research, bring users the best health products for home appliances, and promote the healthy development of the Chinese home appliance industry by continuously meeting the health needs of users.
Sun Binghua:Health will be the future mainstream trend of the home appliance industry, the integration of ecology and scenarios will become the direction of home appliance innovation, from clean air conditioning to clean air, and then to beneficial air, comprehensive guardian of the user's breathing experience, is the direction of Haier air conditioning consistent work.
Chen Xiaomin:The strong consumer demand for healthy home appliances and the industry's expectation for healthy technology is the driving force for Boshi Appliances to continue to plow deeper in the field of healthy, green and intelligent home appliances. Boshi Appliances will continue to adhere to the consumer demand-oriented innovation concept, continue to provide Chinese consumers with a better product experience, and provide a strong boost to the industry's high-quality development and sustainable development.
Wu Zhigang:Midea refrigerator to make refrigerator products that can really solve the health problems affecting users, and look forward to working with users towards a healthier life in the future.
Yang Xiaosong: Down-to-earth and consumer-oriented, AUX is willing to use 28 years of professional precipitation in the field of air conditioning to do its part for the popularity of healthy air conditioning in China.
He Li:Health China action requires us to establish the concept of active health, for enterprises and individuals is to be the practitioners of health management. Health China Action has proposed 15 special actions, among which the action of reasonable diet and environmental health promotion actions are worthy of the attention of home appliance enterprises.
Reasonable diet is the basis of health. This is closely related to the layout made by the home appliance industry on healthy diet. Appliance companies in the development of diet-related products have been penetrating this concept, which is very helpful to consumers to achieve a healthy diet, reasonable with.
A good environment is a guarantee of health. Improving soil, air and water pollution is beyond the reach of individuals and companies. However, as far as individuals and families are concerned, we can improve indoor air quality through air conditioning, get clean air, kill harmful substances and protect our health.
I am glad to see that the concept of health has been gradually integrated into home appliances such as kitchen appliances, refrigerators, air conditioners and washing machines, which are closely related to our lives and our health. In the future, I hope that home appliance companies can develop good products that are more suitable for consumers and promote their health.
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