Layout of global strategy, Changhong's debut in IFA 2019 fully demonstrates China's "smart" manufacturing

On September 6, local time, the IFA2019, which has attracted worldwide attention, kicked off. Many excellent Chinese consumer electronics enterprises gathered in Berlin, and demonstrated the great influence of China's "smart" manufacturing by virtue of world leading technology and quality.

Changhong On IFA2019, it demonstrated the new AI appliances of the whole line and the interconnection and mutual control realized by IoT's integration of intelligent appliances of the whole house, and released a series of innovative products and programs specifically for the European market, showing the demeanor of "doers" from China but in the global layout. It not only shows the products of leading innovative technology to the outside world, but also expresses the determination to deepen the European market and layout the world.

01 Promote the upgrading of products and accelerate the layout of global industries

At this IFA2019, Changhong showcased the enterprise's development achievements in AI, IoT, big data and other fields, and showcased a number of innovative products based on AIoT applications, such as ChiQ Artist art TV, laser cinema, thin wall refrigerator, air conditioner and so on. Different from general smart home appliances, Changhong not only pays attention to the active services reached by AI, but also realizes the collaborative linkage between different products through IoT. In the CHiQ Life solution, based on AI technologies such as full space voice interaction, it realizes human-oriented full scene interaction with TV, refrigerator, air conditioner, washing machine, purifier, kitchen electricity, water purifier, curtain, lighting, security and other equipment. It is worth mentioning that the CHiQ C8UT Display/TV product won the official Laser Display Technology Innovation Gold Award issued by IFA.

On the first day of IFA2019, Changhong held a CHiQ product launch conference. Qin Jianjun, Changhong's overseas product director, introduced the Android TV Space Pro refrigerators and other high-end household appliances of the CHiQ brand, and said that it would comprehensively improve the research and development and investment in European market products, and accelerate the upgrading of products. Not only the quality and performance are guaranteed, but also the technology, interaction and other aspects are in the upstream of the industry, creating a high-end household appliance brand of the CHiQ brand.

Looking at the global smart home market, the strength of the European region should not be underestimated in terms of both consumption capacity and consumption demand. According to the research report of market analyst Berg Insight, by the end of 2017, the number of European households with Internet of Things (IoT) equipment had reached 22.5 million. It is expected that by the end of 2022, the growth of the industry will reach 84 million European households, the market penetration rate will be 35%, and the overall European revenue will reach 13.3 billion euros in a few years. Opening the European market is the only way for Chinese household appliance enterprises to realize globalization. As far as Changhong is concerned, Europe is a key region for the development along the "Belt and Road", and it is also gradually becoming a fulcrum for Changhong's smart home to move forward globally. This series of innovative products and programs released for the European market shows that Changhong has taken the first step in its global strategic layout and stepped out of a faster pace than the industry.

02 Strategic technology layout, laying the foundation for entering the European market

In recent years, Changhong has been committed to expanding overseas markets. Globalization strategy is an important development direction of Changhong brand. Changhong has mature considerations in choosing the European market as a key destination for globalization.

Changhong has a deep technical layout in Europe. Changhong European Electric Appliance Co., Ltd., located in Nimblek, Czech Republic, is the largest manufacturing enterprise that China has built in Czech Republic. Relying on the information management strategy and the localized management concept, the company deeply rooted in the Czech market and produced Flat panel TV It has successfully entered the markets of European countries such as the Czech Republic, Slovakia, France, Germany and Italy. It is worth noting that the company's production line has completed intelligent transformation many years ago. Barcelona Company under Changhong Huayi, dedicated to commercial use compress After the development in recent years, the machine field has jumped to the second place in the world. At present, Changhong has achieved a relatively complete technology and production layout in Europe. With the Czech Republic and Spain as "bridgeheads", Changhong can quickly introduce new intelligent products to the European market.

03 Large proportion of overseas market share, building confidence in global sales of products

The European market has been one of the most important overseas regional markets in Changhong Group's globalization strategy for many years, so Changhong has established a certain brand foundation in Europe. Last year, Changhong's sales revenue in the European market totaled nearly 500 million dollars, accounting for nearly 20% of the total overseas revenue. Huayi refrigerator compressor, whose global production and sales volume exceed the sum of the second and third place in the world, has a market share of about 40% in Europe. In Europe, it has maintained the growth of Germany, France and the Czech Republic as the core markets, and has successively expanded the markets of Slovakia, Austria, Switzerland, Slovakia, Spain, Portugal, etc.

Changhong's efforts in marketing in recent years are also based on the development of brand globalization. During the World Cup, Belgium signed the national football team, gathering new popularity in Europe; Become the official market partner of NBA China, and will carry out a series of marketing activities with NBA stars in the future. It has not only improved Changhong's brand awareness and built an international brand image, but also provided a good reputation for the global strategic layout.

On this IFA2019, Changhong is leading the development of the global smart home industry by virtue of its innovative technology and future vision of global layout. It is not difficult to see that the future is already in sight. The new generation of digital, networked and intelligent information technology has given Chinese household appliance enterprises enormous energy and promoted the rapid development of intelligent manufacturing in China. In the context of globalization, China's smart home will surely move towards a broader market.

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