“Haier is a company that started as a home appliance company. When the hardware is free, what should we do?†At the 2018 3rd China Smart Logistics Brand Day Summit on May 6th, Zhou Yunjie, President of Haier Group, spoke in the speech. Such an interesting question, in his opinion, creates an ecological brand, which is an opportunity for Haier.
In Zhou Yunjie’s view, the logistics of the Internet of Things should form an ecosystem and become an open ecosystem. At the same time, each resource party is also a contributor and beneficiary of this ecosystem. In the process of jointly creating value, The system is bigger and shares value added.
As for how enterprises should embrace the Internet of Things, Zhou Yunjie explained it in terms of wisdom, logistics and brand.
First, wisdom is the most fundamental feature of the Internet of Things. Zhou Yunjie said that in the area of ​​smart homes, Haier is thinking about how to turn wisdom into a tool and become an ability to provide consumers with a solution to a better life.
Haier’s approach is to build an open ecology. The front end has manufacturing end, mass customization, users can participate in the product's iteration and customization lead; the back end turns the electrical appliance into a net machine and becomes an interactive scene; in the middle Haier cable experience, but also under the cable experience, there is also micro Stores, and string together through Haier's smart logistics, hope to turn customers into real users and become lifelong users.
“In the past, it was a one-time sale of products to customers and the transaction was over. However, from the user’s point of view, interaction has only just begun. The smart study, security, and smart bedroom all need to rely on ABCD (AI, blockchain). , cloud computing, big data) four technologies, we need to create a scene, the scene is in tandem ecological.†Zhou Yunjie view, the Internet of Things era need to rely on ABCD four technologies, but also need to create a scenario, and The various life scenarios that the user interacts with will be a very important vehicle for the Internet of Things.
Second, logistics is the basic carrier for all things connected. In Zhou Yunjie’s view, the Internet of Things is about the connection between people and people, the connection between things and things, the connection between people and things, and the connection of all things. In the process of connecting all things, logistics is not only an indispensable link, but also a Can not afford to save the link. However, many companies regard logistics as a cost, and Haier wants to turn logistics, the carrier of the Internet of Things, into an empowering, value-added portal.
“Big items are to be accessed. Air conditioners need to be installed. Even if it is a refrigerator, it takes time to unpack the boxes. So there is an interaction time with the middle consumers. Can we turn the interactive process into a free entrance? Logistics is definitely not a warehousing delivery link, but it should be a full-process solution.†Zhou Yunjie believes that only the logistics responsible for warehousing and distribution is stupid logistics, not smart logistics, and smart logistics should be connected with users. Provide a total solution.
Third, branding is a commitment and responsibility to consumers. Zhou Yunjie said that brands have three dimensions. First, they must have quality, that is, the quality of the products and services they provide. Second, they must have taste, that is, they must have their own tone, and they can form different areas in the impression of consumers. There is a character, that is, there must be a gene of good faith. If you leave the character, the brand has no vitality.
After the brand is big and the traffic volume is high, so as to win the consumer, it is ecological platform to develop further. The core of the eco-brand is that as the ecosystem becomes more viscous, the resources of the platform will be more, then the owner will be Win the advantage in the competition.
“There is such a view that in the era of the Internet of Things, the enterprise will eventually perish, and the city will never be extinguished, because the city is an ecosystem. If the enterprise is to survive, it must become an ecosystem. Its sufficient condition is What? Is to become a lifelong user and create ecosystem value system." Zhou Yunjie said.
The following is the full text of Zhou Yunjie's speech, slightly edited by:
Today is the festival of logistics people. I would like to say briefly, that is how we embrace this era in the era of the Internet of Things. The theme is China's smart logistics brand day. I would like to talk about three aspects, the first wisdom, and the second is logistics. The third is the brand, and understand the theme of this conference from three aspects.
The first is wisdom. I think wisdom is the most fundamental feature of the Internet of Things.
In the era of the Internet of Things, we will face these four technologies. ABCD is the four major technologies in the era of the Internet of Things. A is AI and is artificial intelligence; B is BLOCKchain, blockchain technology; C is CLOUD, cloud computing technology; D is bigData, big data technology, and ABCD's new technology are crucial to the Internet of Things, which means that wisdom has become the most fundamental feature of the Internet of Things. Well, in the area of ​​smart families, Haier wants to turn wisdom into a tool and become an ability to provide consumers with a solution to a better life.
So we set up an open ecology, with front-end manufacturing, mass customization, and user-influenced experience iterations, as well as customization leads; we can also see that turning electrical appliances into nets becomes interactive scenes, forming an industry-wide This kind of experience; in the middle of our experience on the cable, but also under the cable experience, there are also micro-stores, the middle of the string through our smart logistics.
What can be changed, turning past customers into real users and becoming lifelong users because in the past it was sold once to the customer and the transaction was over, but from the user's point of view, the transaction has only just begun. With users just beginning, we set up scenes in this scenario, including smart study rooms, security and smart bedrooms.
Therefore, the age of the Internet of Things depends on the ABCD technology. It is more important to create a scenario. For Haier's interaction with the users over the years, it is an important carrier for the Internet of Things and will become One is that wisdom can create life, so the first aspect of wisdom is the most fundamental feature of the Internet of Things.
The second aspect of logistics is the basic carrier for all things connected.
In the era of the Internet of Things, people and people are connected, things and things are connected, people and things are connected, and everything is connected. In the process of connecting all things, logistics is an indispensable link. Another one can not save the logistics link,
In many companies, logistics is considered a cost. But how do we turn the Internet of Things into an empowering, value-added portal, especially our large-scale logistics, which must be in the process of delivery, and Ali’s Wang Zheng is on the scene. During the Eleventh Five-Year Plan period, we did a lot of exploration, speeding services and so on.
But anyway, I need to install large items, air conditioners need to be installed, even if it is a refrigerator, it takes time to unpack the boxes, so there is an interaction time with the middle consumers, the interactive process, can it change Become a free entrance, so we want logistics to have three steps, how to make the user's experience better, including Zhang Bin's teacher mentioned the time from the order to the user, how long this time, experience is how Well, as the logistics industry does a good job of the user's experience, but the last stage of logistics is definitely not a warehousing delivery link, but it should be a solution to provide the whole process.
Therefore, we only have the "Dragon eight steps" warehouse equipment, visits and inspections, not only to open up this link in logistics, but more importantly, this is branded companies, warehouses equipped with, visits to explore. For example, we have to think about two aspects, how to use the least storage area to transfer the most goods.
One is to reduce costs and improve efficiency, which means to increase the accuracy of users. The second is the process of delivery. Can you bring back the information the user uses? The second iteration of the product is also available. The value of logistics is absolutely not a delivery.
We joked that smart logistics does not mean silly logistics. Silly logistics means that I will give you warehousing and deliver to you. My smart logistics is connected with users to provide an overall solution. Logistics develops to a certain degree, and it should be formed. An ecosystem becomes an open ecosystem. It is not a rookie logistics or a daily sun logistics. What we build is an ecology. This ecology is the common source of all our resources. You are the beneficiary of this ecosystem. You It is also a contributor to this ecosystem. We have become a common ecology to create a value.
In the process of creating value, we share value-added. At this time, we can make the ecosystem bigger. I believe that the ecology of this logistics will connect with all the stakeholders we are present here. Therefore, the Internet of Things gives everyone a big dividend. We can create value and share value in a platform.
The third is the understanding of the brand, 5.10 is the national brand day, the country proposed "three changes" from China to China to create, from China's speed to China's quality, then from the Chinese product to the Chinese brand, the three "transformation ". So the really important point of this transformation is to highlight the brand. Then China is the second largest economy in the world, but the real thing is to become a powerful country. It must be a brand breakthrough. So what is the brand, I think the brand is a commitment and responsibility to consumers. If you want to become a world brand, you have to have a commitment to global consumers.
There are actually three dimensions of the brand. In the first place, there must be quality. This explains your quality, the quality of the products and services you provide. The second must have taste, your brand must have its own tone, to others to hear, for example, I mention Haier, what is in the impression of the consumer, you mentioned the rookie impression is what we think there must be a Tonality, but the most important thing is that I think the brand is to have a character, that is, your brand must have the gene of good faith. This is a very important factor of the brand. If you leave the character, I think your brand has no vitality.
Therefore, we have this logistics, China's smart logistics brand day we also want to create an honest logistics field. This from the brand is also evolving, then in the traditional era, the brand is mainly focused on the product, if your product is good, you can create a good product brand, your product is selling well, your company is like.
Then in the Internet era, then from the product brand, to the brand, and traffic, then you will win consumers, regardless of the Tmall platform or Taobao, it is a big platform. Further development should be an ecological platform to create an ecological environment. I believe all of you here are in transition. Like Ariti’s “New Retailâ€, Haier’s “community ecology†and so on are all thought to be ecological, and the core of the ecological brand, with the stickiness of the ecosystem, then your resources on the platform There are many parties, then you will gain an advantage in the competition.
As we build the entire user-driven creation of an eco-brand, Haier is also our day to day we build this ecosystem, our Dashun shopping platform, our COSMOPlat, we set up an industrial Internet platform, of course we have a series of The brand, more importantly, we think it is necessary to build an ecosystem.
So someone has a point of view that in the era of the Internet of Things, the enterprise will eventually perish, and the city will never go out, because it is an ecosystem. If your company has to do it forever and it needs to become an ecosystem, then it is a sufficient condition for it. What is it, that is to become a lifelong user and create ecological value.
For example, we are now doing the clothing networking, I am not mentioning a small example, but a solution provided to the user, your clothes, automatically recognize the washing machine, how to match your clothes after washing clothes, will To provide a solution, what kind of program to wear, what kind of package to cross, and what type of tie to use, there will be a solution. At the same time, your clothes will be placed in the closet called the clothes management cabinet. How to manage is a solution. At the same time, feedback the user's usage information to the clothing manufacturer or fabric manufacturer.
At the same time we have the Internet of Things, we sell this wine cabinet in Beijing, the traditional wine cabinet is about 5,000 bucks, because of this Internet of things, into this hotel, we wine cabinets do not money, through the many Internet of things, the use of this wine merchant My platform distributes his products and recommends solutions. We have done an experiment. The wine cabinet has been put into the pub for half a year and for a year and a half, the income generated from this distribution has been greater than my hardware income. Is an ecological value, it is not the same as the original sales.
We joked that in the future, Haier is a company that started as a home appliance company. When the hardware is free, what do we do? Therefore, this ecology provides us with a good opportunity. We must create an ecological brand.
So once again to thank everyone in the ecosystem, then 5.6 number becomes the festival of our logistics people. Well, China is called China Smart Logistics Brand Day, which reflects our confidence in Chinese brands, reflects our confidence in Chinese culture, and reflects the confidence of China’s wisdom. We believe that China’s smart logistics brand day will surely contribute to the world of Chinese programs. Our wisdom, thank you!
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