“To Changhong, the establishment of China Brand Day is an opportunity but also a spur. User-centered productism is the cornerstone of all brand building. Only by satisfying user needs can it be possible to become a favorite brand for consumers.†Changhong is responsible for People said. In recent years, driven by the "new three-axis" intelligent transformation strategy, Changhong has successfully launched series of smart new products such as CHiQ TVs, refrigerators, and air conditioners, which are favored by users, especially the younger generation.
Smart transformation builds the cornerstone of the brand for the Internet of Things
It is understood that in October 2013, Zhao Yong, chairman of Changhong Holdings, announced the implementation of the "new intelligent coordinate, network, and coordination" of the "new three-axis" intelligent transformation strategy to accelerate the transformation and upgrading of Changhong industry and promote the high value-added product structure Optimize adjustments. "Changhong's intelligent transformation strategy is based on the Internet and is oriented towards the Internet of Things." Zhao Yong has repeatedly stressed that under the "new three-dimensional" smart strategy, through various types of intelligent terminals, and cloud service platforms and corresponding big data business model development, The introduction of collaborative and integrated solutions will eventually activate Changhong’s original home appliances, mobile phones, communications, information and other home appliance businesses in the Internet era, thus releasing new competitiveness in the consumer market.
Based on the intelligent strategy, Changhong’s exploration of the business model, which focuses on user operations, has yielded substantial benefits. According to the relevant person in charge of Changhong, the number of users of Changhong Honglingjin System has exceeded 5 million, and the profit for the first year of operation last year exceeded 100 million yuan.
Technology Makes Brand Rejuvenate
With Changhong's breakthrough in home appliance smart technology and a series of disruptive smart home appliance products, in the spring of 2014, the world’s first triple-play TV CHiQ smart TV was born in Changhong, followed by the first CHiQ world’s first cloud image recognition refrigerator. And smart air-conditioning with human perception. Today, Changhong CHiQ series of smart appliances has undergone several iterations of upgrades. The world’s first artificial smart TV, CHiQ Internet of Things refrigerators, and smart air housekeepers have led the trend of global home appliance smart technology. The combination of technology and fashion makes the Changhong brand an important choice for consumers, especially the younger generation.
Take Changhong TV as an example. From January to March this year, its retail price increased by 12.7% year-on-year, and its average price and increase rate were higher than other brands in China. UHD products accounted for 64%, which was 9 percentage points higher than the industry, and CHiQ TV. The proportion of sales increased by 6.1 percentage points year-on-year. In 2016, CHiQ smart TV 50/55/60Q3T 3 single-product gross profit over 100 million, becoming a star product with both volume and profit.
With the traction of CHiQ smart products such as televisions, refrigerators and air conditioners, Changhong's brand value has steadily increased in recent years. According to the data released by the World Brand Lab in 2016, the Changhong brand value has reached 120.968 billion yuan, which has increased by 46% in three years, and has become one of the fastest growing domestic brand value companies.
“The CHiQ series of smart appliances is undoubtedly an important achievement under Changhong's intelligent transformation strategy, and it is an important carrier and work content for Changhong's brand rejuvenation,†analysts pointed out. In recent years, Changhong has attached great importance to the continuous iteration of CHiQ series products, while strengthening the user-centered productism, while accelerating the brand rejuvenation and smart technology brand image.
“Building 'Chinese Brand Day' and promoting the transformation of Chinese manufacturing to China’s intellectual creation are highly compatible. As a representative of the manufacturing industry and a representative of local brands, we will integrate technological innovation, marketing innovation and brand innovation. , strive to build Changhong as a brand with global influence as soon as possible.†Changhong related responsible person said. Under the guidance and support of the "China Brand Day" national strategy, Changhong is actively exploring the global home appliance brand construction model and innovative practices.
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