On December 30, the Market Research Institute qianqu global key user research center (qianqu gkurc) released the 2021 top 100 media talent list of home appliances and consumer electronics in Beijing. Qianqu gkurc industry and economy think tank was established in the same period.
Peng Jianfeng, executive secretary of China Electronics and video industry association, song Jingxue, director of the research department of the national household appliance industry information center, Zhan Wei, Deputy Secretary General of Beijing Centergate Technologies (Holding) Co.Ltd(000931) cross border innovation alliance, Niu Jianfeng, associate professor of Beijing Sports University, and other guests attended the speech. More than 100 media across the country witnessed the release of the report and the Establishment Ceremony of the think tank through Wuxi Online Offline Communication Information Technology Co.Ltd(300959) .
Affected by the persistence of the epidemic and the rise in the price of raw materials, China’s home appliance and consumer electronics industry will be under pressure in 2021. How to innovate and break the situation is testing the wisdom and ability of TV, Ott, white appliances, kitchen appliances, small appliances, clean appliances and other related enterprises, and has become the focus of the majority of media practitioners.
At the end of 2021, qianqu gkurc conducted in-depth research and Analysis on the brand, technology and communication of relevant enterprises for 100 senior home appliance consumer electronics media people outside China with an average working time of more than 8 years, and formed a report on the top 100 media people of home appliance consumer electronics in 2021.
Zhou Ying, co-founder and global market research director of qianqu gkurc, pointed out during the interpretation of the report that the four types of consumer electronics brands of household appliances are more appreciated and respected by professional media people, and the excellent characteristics of these enterprises also represent the development trend of the whole industry:
First, enterprises with strong technical barriers. Under the background that the popular market dividend gradually subsides and the demand for iterative renewal dominates, professional media people generally believe that technology driven enterprises have more sustainable growth power. For example, in the TV category, Hisense has won high recognition from the media by virtue of a large number of innovations in the fields of image quality chip, social TV and laser TV, Sony’s continuous innovation from X1 image processing chip to XR cognitive chip, and TCL’s deep cultivation layout in the mini led and quantum dot industry chain. The media were deeply impressed by the electric products, Haier air conditioner 3D sterilization cabin, Whirlpool (China) Co.Ltd(600983) washing machine intelligent oxygen sterilization technology and other health technologies, kitchen electric products, Galanz Aerospace microwave oven technology and health kitchen technology. In the popular intelligent cleaning category, Ecovacs Robotics Co.Ltd(603486) and youruijia are also highly praised by media people with artificial intelligence technology and electrolytic water sterilization technology.
Second, enterprises with a global pattern. In the stock market, the Chinese market is becoming saturated, but the overseas market is still promising. Professional media people especially admire enterprises with a global layout. For example, Hisense Group has continuously sponsored large-scale global sports events such as the European Cup and the world cup in recent years, which has greatly improved Hisense’s brand image in the global market. In particular, the European Cup blocking advertisement of “laser TV, the first in the world” is still fresh in the media’s memory. It is generally believed that it has made a great contribution to Hisense TV and even to the improvement of the global influence of the whole Chinese brand; In addition, Hisense Group has initiated several high-quality mergers and acquisitions in North America, Europe and Japan in recent years, which have become the focus of media attention and coverage and won high praise from media people.
Another company with excellent global development is Haier Smart Home Co.Ltd(600690) , whose overseas business is almost 100% of its own brand. It is the only white power enterprise in China operating under its own brand in the global market. Media people are concerned that Haier’s Internet of things ecology, smart home and rendanheyi are all exported. Unlike other household appliance enterprises, which basically export hardware products, Haier Smart Home Co.Ltd(600690) not only exports products, but also exports scientific and technological innovation mode, which has won high praise from media people.
Third, enterprises with high value category innovation. The evolution of market competition from low-end price war to high-end value war is the focus of professional media reports. Professional media people highly praised enterprises with high-value category innovation ability. For example, Casati not only develops high-end household appliances, but also promotes the implementation of high-end smart sets, leading home life into the era of smart scenes; Fangtai has developed a sink dishwasher with high-energy bubble washing, a mother and baby water purifier that can filter harmful impurities but retain beneficial minerals, an integrated cooking center integrating refrigeration technology, smoking technology and cooking technology, and many other high-value new species, constantly broadening the innovation boundary of high-end kitchen appliances; Vidda has opened up a new high-value music TV track, which has greatly increased the premium and growth space of Internet TV brand, which have been highly praised by professional media people.
Fourth, enterprises with professional public relations communication power and strong brand penetration. Brand public relations is the bridge and link for external publicity and communication of enterprises. Professional media people, starting from their own actual work experience, more recognize the brand public relations team with smooth communication channels, timely response to interview needs, professional business and sincere attitude, and more like enterprises with strong brand penetration. Hisense Group, Sony China and other enterprises have been highly praised by the media with their professional and sincere public relations communication power and strong brand penetration.
At this event, the organizers selected the “2021 top 100 Media Award for home appliances and consumer electronics” according to the research results. Hisense, Haier, Midea, Sony, Huawei, TCL, Ecovacs Robotics Co.Ltd(603486) , youruijia, Jiuyang, Fangtai, Galanz, Whirlpool (China) Co.Ltd(600983) , vidda, Kukai and other brands won relevant Awards because of their excellent performance.
Major general Ding, co-founder and chief analyst of qianqu gkurc, said that the media circle is not only a recorder and witness of the innovation and reform of the home appliance and consumer electronics industry, but also a participant and promoter of the market. Investigation and research from the perspective of professional media people, a “key user”, can more accurately focus on the industry and trigger the “Butterfly Effect” and “circle breaking effect” at the industry and consumer ends. In the future, qianqu gkurc will connect rich cross-border resources, deeply promote the investigation and research of key users in household appliances, consumer electronics, Internet, FMCG, automobile and other sectors, and provide multi-dimensional support for enterprises’ scientific decision-making, refined operation and precision marketing.
(guangming.com)
