The "Friends of Time" New Year's Eve speech at the end of 2021 quoted Wu Sheng, the proposer of the scenario methodology and the founder of the scenario laboratory, to explain the "scenario brand" - "The product solves a problem, and the scenario continues to solve the problem" to explain digital consumption. The new logic of the relationship between contemporary brands and users.
is a long-term research case of the scene laboratory. Since the birth of the world's first scene brand " Tri-winged Bird " under Haier Smart Home , it has used scenes to reach users, driven growth with ecology, and helped the "high-end brand" Casa While the performance of Emperor has grown rapidly, it has also driven the development of Haier Smart Home's store network and industry collaboration, becoming a strong driving force for Haier Smart Home's business transformation.
On June 25, the 2022 Casarte Enjoyment with the theme of "Home Without Boundaries·Love Is Extraordinary" was held in Chongqing. This event focused on demonstrating the first anniversary of Casarte's partnership with Triwing Bird. From "products connect users" ” to the leap-forward development of “scenes connecting life”, which is also one of the manifestations of Three-winged Bird’s internal self-driven transformation and external empowerment value growth.
01 It’s the first anniversary of changing the “scene”. What’s different about Casarte?
As a high-end brand that has received "the only scene blessing", Casarte announced that it has achieved "deep connection with users' beautiful lives."
On June 27, a topic titled "Sa Beining said you can play with the steamer for a day" became a hot search topic on Weibo. In the video, Sa Beining is very interested in the steamer that can automatically open the door through voice control, and this scene is from the "Home Life" experience session of the 2022 Casarte Espanyol. Not only the smart steamer, but also the five scenes including smart kitchen, smart bedroom, smart bathroom, and smart cloakroom were used at the event to demonstrate the "home without boundaries" living experience created by Casarte by incorporating the three-winged bird.
"Home Without Boundaries" is the core proposition of the 2022 Casarte Espanyol. As the main position for Casarte to launch brand innovation and upgrades annually since 2016, this year's "Science" implies The meaning of the first-level results display: What changes have taken place in Casarte in the past year since the three-winged bird started the "scene" journey? As Li Huagang, Chairman and President of Haier Smart Home, said: "By combining Casarte and Tri-Winged Bird, we have opened up a wonderful life with no boundaries at home." And the "no boundaries at home" here has been expanded to include no boundaries in space, no boundaries in life, There are three levels of ecology without boundaries.
The space is unbounded. For example, the refrigerator is linked to the TV for cross-screen transmission, and the bathroom is linked to the temperature adjustment of the living room. It breaks the limitations of traditional home decoration dividing functional areas by walls and moving lines. Through the in-depth interaction between the set of home appliances and smart scenes, the family space is transformed. Integrate with each other according to scenario needs.
Life without boundaries means proactive service, continuous upgrades and personalized care. From "intelligence" to "wisdom", the core is not only demand response and satisfaction upgrades, but also human warmth. The connection and attraction formed by scene solutions are the most valuable.
Ecological Unbounded means breaking through the label of Casarte home appliance brand, integrating ecological partner resources across industries of home appliances, home furnishings, and home decoration, and providing full-process, one-stop scene services from upstream to terminal.
The growth brought to Casarte by changing the "scenario" is obvious: As the white goods market shifts from incremental to stock, and the transformation is imminent, Casarte achieved revenue of 12.9 billion yuan in 2021, a year-on-year increase of more than 40%; in 2022 The growth rate of Casarte in Q1 this year still maintained double-digit growth. In the first quarter, revenue increased by 32.3% year-on-year, and multiple advantageous industries ranked first in the high-end segment.
02 Tri-Winged Bird "scenario practice", the "whistleblower" of Haier Smart Home's transformation
not only drives Casarte's change of lanes and growth, Tri-Winged Bird's "engine" role in Haier Smart Home is also becoming more and more obvious - from the financial report This trend can be clearly seen in the numbers:
The 2021 financial report emphasized that Triwing Bird "reaches users with scenarios and effectively drives the sales of complete sets of products." Under the Triwing Bird scenario plan, Haier Smart Home's high-end complete set efficiency in the domestic market in 2021 will increase year-on-year. 62%, the proportion increased by 10.6 percentage points to 37%; the sales volume of smart complete sets increased by 15% year-on-year, and the proportion increased by 2 percentage points to 17%.
Following the high-end growth curve led by Casarte, Triwing Bird has also shown strong growth momentum in the new scenario-based track it has led in recent years, opening up a new billion-dollar blue ocean. In 2021, with the average customer order price of 220,000 and store efficiency 5 times higher than that of traditional stores, Three-winged Bird will achieve a 70% revenue growth and 120 new stores in Q1 of 2022. Its future growth potential and prospects are impressive. People look sideways.
The three-winged bird drives the continuous evolution of the Haier Smart Home brand, which can be viewed from three perspectives: product update, concept update and scene update:
Product update is to propose a lifestyle and allow for in-depth category development. The "one-stop smart home" scenario experience relies on technological breakthroughs in home appliances and the Internet of Things, allowing more smart home solutions to become reality from imagination.
concept update, that is, building a unique knowledge map to make the brand concept sustainable. Sanyiniao's presence and continuous output of "scenario brands" have helped Haier Smart Home transform its role from a home appliance company to a smart home life service provider.
scene update is to accumulate unique scene assets and make user data operable. Brands not only need to keep reinventing themselves, but also need to "immerse themselves in the game" to understand various detailed changes and general trends. An open ecosystem defines the growth rate, layout capabilities and platform value of the digital era in a more cost-effective model.
, as the three-winged bird of Haier Smart Home's "scenario brand", has become a "whistleblower" who continues to charge on the front line of users.
03 The Road to Scenarios: The Barriers, Ecology and Evolution of the Three-Winged Bird
With the deepening of the scale of digital users and the deepening of digital lifestyles, the rules of the game for smart home scene ecology are also slowly developing. There is no doubt that it is difficult to break through the single point of "one trick that can be used everywhere" in the past - the era of explosive products will eventually end, and the threshold for growing into a platform is getting higher and higher. Between an open ecosystem and a closed business loop, During this time, brands must make choices.
Looking at the industry, companies have already formed a basic consensus on the necessity of ecological layout. However, there are many logical differences in the planning of each superstructure.
As a major growth point in the white appliance market, "home appliance package integration" has become the target of ecological alliances for many brands in the industry. Including cooperation between platform companies and hardware companies, and cooperation between Internet companies and technology companies, the core is to create a complete, whole-home smart product portfolio. The key word of this ecological model is "complementarity", which means giving full play to each parent company to form a complete product with the ability to be put into the market. The whole can be attributed to the connection ecology or the hardware ecology.
Haier Smart Home has taken a different approach, laying out the smart home scene ecology, which is also the key to Triwing Bird's ability to upgrade its "connected life". The difference is that Sanyiniao works with cross-border resources covering various fields such as home decoration, clothing, and catering. The focus is no longer on product connections, but on the needs of users for food, clothing, housing, entertainment, firewood, rice, oil, and salt in their lives. The most intuitive example is that Sanyiniao has the industry's unique "one-stop customized smart home" service capabilities for home appliances, home decoration, home furnishing, and home life.
It can be seen that corresponding to the strategic path of product experience upgrade, scenario-based experience upgrade and lifestyle upgrade, how to form a true full-scenario proposal is the focus of the upgrade faced by Sanyiniao at this stage.If what the industry creates is a complete smart product solution covering every space in the home, then what Sanyiniao does is to connect users, products, families and thousands of industry resources, and is customizable, sustainable and iterable. Smart living solutions.
In the previous research article "Understanding Three-winged Bird's "Scene Branding" Methodology from "Whole House Wisdom"", we refined Three-winged Bird's unique "scenery road" and thinking about the scene branding method.
We have also seen the useful attempts made by Casarte after integrating into the Three-winged Bird - whether it is releasing the world's first set of high-end complete sets of home appliances built with oriental aesthetic design concepts, or promoting the "China Free Embedded Refrigerator Group Standard" The formulation of these details based on scene experience and life aesthetic thinking is proof of the deeper self-innovation of "scene brand". It is also an evolutionary method that drives the group to continuously challenge higher standards under the "scene ecology".
"The official account of Scenario Lab. Wu Sheng and the research team bring the latest research results on scenarios and new species. Scenario Lab is a brand strategy service organization characterized by scenario method, providing scenario research, brand strategy, topic design, Potential communication and other innovative consulting services.”
Written by Sun Yuan/Produced by Du Ying
.
