The second anniversary of the three winged bird: the wings are getting richer and the take-off is just around the corner

Phyllostachys pubescens , It will not grow in the first few years , Instead, all the efforts were spent on stretching the roots . But when it comes to growth , They can rush up at a speed of more than half a meter every day , It can grow to... In a month and a half 20 Many meters high .

This is also a reflection of the growth of many excellent enterprises . Before breaking the ground , They often lay out for a long time in places that are not easy to see 、 Intensive cultivation , Wait for accumulation .

Haier Zhijia is a good example . Over the past twenty years , Haier Zhijia has been performing this kind of “ Every step is worth a thousand miles ” Reversal play of ： From overseas brand creation to high-end brand creation , Nothing is difficult before easy 、 Move forward in the face of doubt , Finally, prove yourself with actual results .

Now , Haier Zhijia's industry's first scene brand, three winged bird , It seems that a new cycle has been opened . Born less than two years , The three winged bird has been completed in the sound of attention 1563 stores 、 The unit price reached 22 Ten thousand yuan 、 Store efficiency runs out of traditional stores 5 Double speed , be plenty of “ Phyllostachys pubescens ” Like growth .

And the outside world is also concerned , Will the three winged bird that has spread its wings be like an overseas brand 、 High end brands , Become the growth engine to win the new era ？ If it will , It will take a few years ？

Haier Zhijia times brand “ Three steps ”

people , It is often difficult to accept things beyond your cognitive range . Like musk saying “ Want to build rockets ” When the outside world as crazy , A lot of times ,“ Be questioned ” It is the price that the pioneer enterprises of the times must bear .

So is Haier Zhijia . In the past few decades , Haier Zhijia has made many advanced strategic moves , Two examples ： One is overseas licensing , The other is to create a high-end brand, Casati . And when , The attitude of the outside world is mostly around bad mouthing 、 Questioning unfolds , Without exception .

Twenty years ago , Put forward in Haier Zhijia “ Go to sea to create a brand ”, It was evaluated by the outside world when it was built in the United States “ Don't eat meat in China , I have to go overseas to drink soup ”. The result? ？ Haier Zhijia not only ate meat overseas , But also “ Take a big bite of meat ”： since 2009 Year to 2021 year , Haier Zhijia realizes the sales volume of Euromonitor International's global large household appliance brands 13 Even the champions league . According to the annual report , Its 2021 The profit from overseas operations increased in 48.1%, The operating profit margin is 5.2%, Year on year increase 1.2 percentage , Profitability continues to exceed OEM . meanwhile , Its gross profit margin is 28.21%, Year on year increase 0.2 percentage .

A dozen years ago , When Haier Zhijia founded the high-end brand casardi , Also shouted by the outside world “ Look not to understand ”. Now ？ Casati has become a first-class high-end brand in China and even the world , Achieve absolute leadership in the high-end market .2021 Annual report , Casardi has a market share of more than 4 become , continuity 5 Annual compound growth rate reaches 36%;2021 year Q1, Kasati is facing the shrinkage 16.9% The decline of the industry , Again with 32.3% The high growth of retail sales outperformed the industry . Now? , Domestic leading household appliance enterprises are also adding high-end brands , But casadi has a high average price 、 High share 、 The high growth differentiation label is unbreakable .

Two years ago. , Haier Zhijia has gone out again “ The third step ” The age is the first to play chess , Release the industry's first scene brand three winged bird . At the time , Three winged birds are also true to the outside world “ Alien species ”, It is not a household appliance brand 、 Not a home decoration brand 、 Nor is it a household brand , But it can provide household appliances 、 Home decoration 、 One stop customized service for home and even family life …… And then , A similar plot is staged again .

The three winged bird's three wings flutter , The wings are growing

Since the birth of three winged birds , Disputes and doubts go hand in hand . And the core argument , Most of them focus on “ Can survive ” From the angle of ： Many traditional household appliance enterprises believe that , Home appliances represent the last link of home decoration , Users often decorate at home 、 Home appliances are not considered until the home is completed . therefore , Three winged bird “ One stop customization of the whole process ” I'm afraid it will be decorated 、 Home intercept traffic .

This question is not unreasonable , But it seems superfluous in front of the facts ： As early as 2021 year , Three winged bird Shanghai Experience Center 001 The marketing amount will reach 2.28 Billion , Among them, the proportion of home appliance sales is only 28.2%, And home 、 The total ecological and engineering benefits exceed 1.1 One hundred million yuan . This explanation , Three winged birds are not only not decorated 、 Household closure , Instead, it has created a new growth space far greater than that of traditional household appliances .

So from the beginning “ Nestling ”, To become Haier Zhijia 、 The industry leader like Casati , How long will it take for the three winged bird ？ We don't know yet . But you can see , Although three winged bird is still a new brand , But it undertook Haier Zhijia 2006 Years of profound Internet of things layout accumulation . What's more? , Its “ scene 、 channel 、 service ” The three wings of have been gradually enriched , Flap your wings and wait to fly .

Look at the scene first . This year, 5 month , Three winged birds released “1+3+5+N” Intelligent solutions for the whole scene and the whole house , It realizes the industry's only full scene active service , And the whole house customization ability of thousands of people . Besides , Three winged birds also have 2 More than 10000 components 、1000+ Scenario 、200 Remaining services , Users can choose combinations freely .

Look at the channels .2022 year , The three winged bird project is currently 1563 Build on the basis of Jiamen store 600 More than , To realize the whole country 42 Urban coverage ; meanwhile , Home Furnishing 、 The giants in the field of home decoration also handed over olive branches one after another . This year, , Three winged birds will add incredibly home contacts 346 home 、 Red Star Macalline contact 360 home , All of them are stationed in stores 100％ Cover .

Finally, service . be based on “1+N” Service system , Three winged birds have achieved coverage “ Home appliance 、 Home decoration 、 Home Furnishing 、 Home life ” Whole process one-stop customized service . When users say their needs, they can become “ Shake hands with the shopkeeper ”, The rest includes selections 、 The construction of the 、 Acceptance and other whole process links can be handed over to three winged birds . at present , It has been united 2W+ The designer 、3W+ Home appliance customers 、1000+ Home improvement company 、1000+ Home ecology 、1.4 ten thousand + Complete service housekeeper , And the scale of ecological cooperation continues to expand , The momentum is strong .

For now , Although the data contribution of three winged birds to Haier Zhijia is not large , But it also proved its value in the current time dimension . only 2 year , Three winged birds complete the technology 、 product 、 platform 、 Ecological and other huge root system layout , The speed of building a store 、 Storefront efficiency 、 Customer unit price 、 Show the dissimilated competitiveness of business travel on the market , And it's just “ I just started ”.

We have reason to believe that , The young three winged bird is expected to surpass the Casati at that time , Bring more imagination , Start another brand era of Haier Zhijia .

The best way to respond to attention is to act , Not saliva .

Haier Zhijia did not stop overseas in the dispute , But with the global 13 Successive championships and high growth in the global market have responded to questions ; Kasati also did not flinch in confusion and doubt , But with the absolute leadership of the high-end market ; Since time will eventually give the answer , What's the fear of a three winged bird who is less than two years old ？