China Business Daily (Reporter Zu Shuang) As an important part of the home appliance industry, the children's home appliance market has gradually become hot in recent years, and the representative product is children's air conditioners. A reporter from China Business Daily learned during a visit to the home appliance market in Beijing that Midea Group , Gree Electric Appliances and other air-conditioning giants have begun to deeply cultivate the field of children's air-conditioning. Under the condition that the air-conditioning market is gradually saturated, the field of children's air-conditioning can become a new "blue ocean". "?
Smart Bird Air Conditioners in Home Appliance Stores
Air Conditioning Giants Compete to Deploy
The differentiation of consumer demand in the air conditioner market and the improvement of consumers' purchasing power have made the category of children's air conditioners another focus of 's layout.
According to a reporter from China Business Daily, many air-conditioning companies have begun to deploy in this field. Gree Electric told reporters that the "Smart Bird" previously launched by Gree is a children's voice air conditioner specially developed for children group in the 0-12 age group. The difference from ordinary air conditioners is that it is mainly aimed at children's rooms. The two use scene - sleep scene and study scene, equipped with Gree AI Mengyin technology and children's safe sleep technology specially developed for children.
Midea Group launched its first children's air conditioner in 2014. In the following years, it continued to innovate. It cooperated with Disney to launch a series of children's air conditioner IP explosion models "Mickey Air Conditioner", Princess Elsa, Iron Man series of children's voice air conditioners, etc. product . In May of this year, Midea Group once again launched a new type of children's voice air conditioner - Mickey Qunxinghui series.
Home appliance industry analyst Liu Buchen told a reporter from China Business Daily that the home appliance industry has developed to this day, the market has become very mature, and there is almost no absolute room for incremental growth. Enterprise competition has gradually shifted to the stock market, that is, subdivides the market .In recent years, children's air conditioners, elderly air conditioners, and air conditioners with various special functions have come out continuously, which is precisely the reason.
A reporter from China Business Daily visited a home appliance mall in Fengtai District, Beijing and found that almost all children's air conditioners are hung in prominent positions in the store. At present, the price of children's air conditioners on the market is generally more than 4,000 yuan. On the online side, compared with other categories, the promotion and discount of children's air conditioners are not large, and the sales volume is not too high.
Main health and voice functions
What is the difference between children's air conditioners and ordinary air conditioners? A reporter from China Business Daily found that, from a functional point of view, health functions such as "anti-direct blowing" and " constant temperature " are applied. In addition, children's air conditioners will also be equipped with "black technology", such as AI voice function, and Children talk, tell stories, etc. The appearance is also more colorful and lively color , with cute cartoon pattern.
"At present, the company has launched home appliance products for children. There are two main features. One is to follow the cartoon route in appearance design, and the product shape and color are more child-like; the other is to develop products suitable for this age group. Product function." Liu Buchen said.
A reporter from China Business Daily learned that the AI voice function of Gree Smart Bird Air Conditioner can provide exclusive voice resources according to the set age, with massive voice services, to accompany children to learn happily, specially designed with high-efficiency response and rapid identification of exclusive cute sound technology, and Children's conversations become more interesting. In addition, from the four dimensions of temperature, wind, sound and light, it creates a comfortable sleeping environment with scientific constant temperature, sound and light not disturbed, and takes care of children's sleep.
Midea's children's air conditioner is equipped with the third generation of intelligent angel eyes. Through intelligent infrared detection technology, it can sense the temperature required by the human body in real time, and intelligently adjust the temperature, wind speed and wind direction.In addition, the Midea children's air conditioner is also equipped with an intelligent central voice system, which can not only realize the interconnection control of the air conditioner and the whole house appliances through dialogue, but also carry cloud resources to tell stories to the baby through the air conditioner.
It is worth noting that although the functions of children's air conditioners are comprehensive and rich, a reporter from China Business Daily found in an interview that consumers' attitudes towards children's air conditioners are still polarized. Xiang Zheng, who already has two children at home, told reporters that having a voice system is not a reason for him to buy an air conditioner. "There are already a variety of voice products on the market, such as smart speakers. I think the most important function of air conditioners is cooling, and the voice function seems a bit tasteless. In addition, many categories of non-children air conditioners also have anti-direct blowing and soft wind. It can fully meet daily needs.”
Zheng Sha, a mother-to-be who is preparing to decorate the children’s room, said that she is buying a suitable children’s air conditioner. "I think the air conditioners used by adults and the air conditioners used by children are definitely different, especially at night, it is impossible for parents to watch their children all the time, so it is very useful to buy an air conditioner that can adjust the temperature so that children will not catch a cold. Necessary."
"I think the introduction of children's air conditioners is not only due to the advancement of air conditioning technology, but also with the color of corporate marketing promotion. For example, air conditioners do not directly blow cold air to people, this technology has been introduced a few years ago. Yes, because directly blowing cold air to people is easy to get air conditioner disease , resulting in neck and shoulder pain, which is very uncomfortable. Such technology is not only needed by children, but also by the elderly and even young people, not only children's air conditioners Such a function." Liu Buchen said. Whether
can become a new "blue ocean"
After decades of development, the air-conditioning industry has entered the stage of stock competition from incremental competition.The total data of Aowei Cloud omni-channel push shows that the retail sales of air conditioners during the May 1 period this year was 3.593 million units. . In this context, the industry urgently needs to find new growth points and breakthroughs.
After the opening of the two-child policy in 2015, the number of newborns increased, and the demand for home appliances for mothers and children and children's appliances increased rapidly. On May 11 this year, the main data of the seventh national census released by the National Bureau of Statistics showed that in the age composition, the population aged 0-14 was 253.38 million, accounting for 17.95%, and the proportion of children in the population increased. At the same time, the recently announced three-child policy has once again brought benefits to the above categories.
Gree Electric said that it has launched three children's air conditioners. In the future, Gree air conditioners will also deeply explore market segments, continue to pay attention to and gain insight into user needs, and develop more products for different groups of people and different scenarios, such as the upcoming Gree Seniors. Air conditioners, aldehyde-removing air conditioners for homebuyers, etc.
The Midea Group also stated that it will develop more sub-categories in the future. For example, this year, it launched a "small cool block" portable air conditioner for kitchen scenes. Compared with the traditional mobile air conditioner , the "small cool block" is smaller in size and more convenient to disassemble and clean. There is also a "small square object" dehumidifier for the wardrobe scene. With the characteristics of easy storage, fast dehumidification, and low operating noise, it has become a popular model in the dehumidifier market this year.
