Hisense Air Conditioning Fresh Air Strategy: Technical Innovation and Market Insights Behind ALL IN
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On March 28, 2024, the “White Paper on the Development of China’s Refrigeration and Air-Conditioning Industry (2023)” jointly sponsored by the China Refrigeration and Air-Conditioning Industry Association and Industry Online was held in Beijing. Since the “White Paper” was first released in 2017, it has become the most influential industry development research report in the industry. The press conference not only set up a platform for many leading companies and celebrities in the air-conditioning industry to share experiences and exchange opinions, but also provided clear directions and strategies for the future development of the industry. Guests attending the meeting conducted in-depth discussions on market trends, technological innovation, policy environment and other topics, and jointly drew a clear blueprint for the future development of the industry.
Hisense Air Conditioning was deeply involved in the release of this “White Paper” as a participating unit. Vice President Bie Qingfeng, as a member of the expert committee, led the Hisense Air Conditioning R&D team to participate in the preparation. At the launch ceremony, Li Benwei, deputy chief engineer of Hisense Air Conditioning Company, was invited to attend and delivered a keynote speech “Discussion on Key Technologies for Comfort and Health in Home Air Conditioning”, detailing the key achievements and innovative ideas Hisense air conditioners have achieved in the field of health and comfort, demonstrating Hisense’s expertise in air conditioners. Deep industry accumulation and forward-looking technical vision in the field.
Use innovation as the driving force to promote the development of industry standardization
As users’ demand for indoor air quality increases, fresh air air conditioners have gradually become a popular choice in the market. According to Li Benwei, Hisense fresh air air conditioners have basically achieved full coverage in the mid-to-high end. As consumers’ requirements for quality of life continue to improve, air conditioners, as the core equipment in the home environment, are no longer limited to simple heating and cooling adjustments, but are developing in a more refined and personalized direction.
As early as 2007, Hisense air conditioners anchored the direction of fresh air, and launched the first domestic fresh air air conditioner “Exclusive” in 2008. This forward-looking layout has enabled Hisense Air Conditioning to accumulate rich experience and technical reserves in the field of fresh air. In the years that followed, Hisense air conditioners continued to innovate in fresh air technology. In addition, Hisense Air Conditioning also actively participates in the formulation of industry standards. In 2020, Hisense took the lead in formulating the first group standard for home fresh air air conditioners. In 2021, it took the lead in formulating the industry standard “Evaluation Specification for Fresh Air Function of Room Air Conditioners”. According to statistics, Hisense air conditioners have obtained more than 5,000 provincial and municipal scientific research results and patents, and have taken the lead in completing many key projects such as industry-leading large fresh air volume technology, fresh air static pressure technology, and fresh air coaxial technology, and completed three generations of New trends and changes continue to lead the development of the industry.
In the high-end market of the industry, fresh air air conditioners account for more than 60%. In 2023, the growth rate of Hisense fresh air air conditioners will reach 35%. This achievement is not only an affirmation of Hisense’s technical investment over the years, but also its role in standard setting. and recognition of efforts in product innovation.
Li Benwei said: “In the future, we will be committed to using AI large model capabilities to build seven-dimensional perception capabilities of humans, machines, and the environment, proactive perception and proactive services, upgrading from traditional intelligence to full-scenario active intelligence, and creating full-time, all-domain intelligence. Air center steward.”
User-centered, accurately grasp industry changes
On the 29th, Hisense Home Appliances released its 2023 annual report, which showed that in 2023, Hisense air conditioners’ mid-to-high-end retail sales increased significantly by 43.7% year-on-year, and the offline fresh air market share of fresh air air conditioners increased by 12 percentage points year-on-year, firmly ranking TOP2 in the industry. In the context of fierce competition in the current home appliance market, such achievements are not only due to its keen insight into market trends, but also due to its deep understanding and satisfaction of user needs.
Looking back at the development history of Hisense air conditioners, it is not difficult to find that with every industry transformation and change, Hisense air conditioners can accurately step on the trend of industry transformation. Whether it is the transformation from traditional heating and cooling air conditioners to healthy air conditioners, or the upgrade from single function to intelligent interconnection, Hisense air conditioners have demonstrated strong market adaptability and innovation capabilities.
User needs are the fundamental driving force for product progress. Faced with the problem that users have poor experience with traditional air conditioners, Hisense Air Conditioners did not choose to ignore it, but actively cooperated with Tsinghua University and other universities and research institutions to conduct in-depth technical research.
The “Research on Key Technologies for Air Conditioner Imitation of Natural Wind Creation and Comfort and Energy Saving” project is an epitome of Hisense air conditioning industry-university-research cooperation. According to Li Benwei, through close cooperation with universities and research institutions, Hisense not only successfully overcame technical difficulties, but also presided over the preparation of my country’s first natural air flow technology standard for home appliances, setting a new benchmark for the industry.
On the track of healthy air conditioning, Hisense air conditioning also spares no effort. The media found that this year’s white paper shows that Hisense air conditioners are increasing investment in new air on the health track, striving to provide users with a healthier and more comfortable indoor environment. The successful application of natural wind imitation technology is an important breakthrough for Hisense in the field of fresh air. It not only effectively reduces the energy consumption of air conditioning operation, but also provides a full range of comfort experience, truly achieving a win-win situation of health and energy saving.
Champion logic leads the high-quality development of brands
The championship logic of Hisense air conditioners is not only reflected in sports marketing and e-sports strategies, but also perfectly interpreted through the selection of brand spokespersons.
2016 European Cup, 2018 World Cup, 2020 European Cup, 2022 World Cup, 2024 European Cup… In the fierce competition in the home appliance market, Hisense air conditioners continue to consolidate and enhance brand influence with its unique championship logic. As an extension of the championship logic, Hisense Air Conditioning’s long-term adherence to the sports marketing strategy not only demonstrates its leading position in the domestic market, but also expresses its determination and confidence in expanding into the international market.
Based on its firm championship logic and forward-looking market strategy, Hisense air conditioners entered the game in a timely manner in the face of the huge potential of the e-sports market. As one of the most popular forms of entertainment among young people today, e-sports has extremely high influence and market potential. Through cooperation with the Honor of Kings Professional League, Hisense air conditioners are able to reach young consumers in the popular field of e-sports. The Hisense Fresh Air Air Conditioning Small Oxygen Bar X5 jointly launched by both parties has broadened the fresh air product matrix and provided more choices for young people through technological innovation and breakthroughs.
“Last year, the price of Hisense fresh air air conditioners was more than 3,500 yuan. Based on technological breakthroughs in core components such as motors, fans, and piping systems, the price will be reduced to around 3,000 yuan this year.” Li Benwei said in an exclusive interview.
At present, Hisense air conditioners are on the road of youthful transformation and continue to lead the popularization revolution of fresh air air conditioners. With the in-depth entry of Hisense air conditioners into the new trend, the rapid development of the air conditioner market is just around the corner.
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