"As long as we start from the heart of benevolence, innovation will not be on the road." Mao Zhongqun, chairman and president of Fangtai Group, had such a sentence at the new product launch conference, which triggered some people's thinking at the venue.
Innovation will also take the road?
Smart home is becoming the hottest spot in the moment. ABIResearch 2016 forecast report shows that the global smart home market will reach 70 billion US dollars in 2018, and China's smart home market is expected to exceed 20 billion US dollars by 2018. The compound growth rate will exceed 50% in the next two years. The smart home market is in the process. The development period is rising.
It is such a huge market opportunity that Internet companies, traditional home appliance companies and other giants in other industries have gathered their attention here. But in the smart home, most companies are chasing "smart" and ignoring "home."
This year's annual new product launch conference with the theme of “Having Love and Degreeâ€, the flagship product hood released is very different from the mainstream smart home products in the current market, and advocates the application of smart kitchen technology to the essential function of kitchen appliances. Help users return to the kitchen and enjoy more convenient and healthy cooking fun, instead of blindly following the intelligent wave of current home appliances.
“Returning to the essence†and “innovating with degreeâ€, along with the release of new products, Mao Zhongqun’s new theory also allowed everyone to start thinking calmly under the craze.
Not being "kidnapped" by intelligence, Fangtai new products return to the essence of kitchen appliances
Under the craze of smart homes, both giants and start-ups have been brought into a misunderstanding: intelligence is the first. So we see that there are many smart products that are stuck in the stage of being smart and intelligent. Letting the appliance connect to the Internet and adding an app seems to be smart, but the actual application may be more troublesome than before, and even challenge the IQ of the user.
I often encounter a confusion when I understand it: I know how to travel frequently, and now many good hotels, curtains have become remote control. But each remote control panel is different, and some even make it very complicated. I have seen 15 buttons on the panel of the curtain remote control. The small letters tell you the function of each button, so I once thought that I thought it was Your own IQ is flawed.
“What users want is not intelligence, but a better experience, such as more convenient, more enjoyable, healthier and safer.†Mao Zhongqun believes that many smart home appliances are designed with the original intention of deviating from the function of the product itself, and overemphasizing the so-called Intelligence.
In this so-called "the most powerful intelligent range hood in the history of Fangtai", there is no "+Internet", "+mobile phone" and "+cloud", but it is completely returned to the essential function of the hood and the essence of the user. Demand comes up. What the user essentially needs is a hood that can intelligently help them to get the cleanest smoke. It doesn't matter if they don't connect to the Internet, and there is no need to have an APP.
“We are a truly unmanned range hood.†Mao Zhongqun told me that there are some technical problems in the whole process of driving unmanned to achieve the most cattle smoke. The R&D team spent several years in this area. Exploring, this time the new product has finally been realized.
The new intelligent lift hood adopts Fangtai's original "smart butterfly wing ring suction technology", which can automatically detect the state of the soot, adjust the height of the butterfly wing ring suction plate with the size of the soot and adjust the air volume, so that the butterfly wing plate is 8cm to 12cm. The intelligent lifting in the falling range has truly achieved the "wind with smoke". AutoSuction intelligent suction and discharge system, due to the realization of the "smart butterfly wing ring suction technology" function has been upgraded, with the smoke stove linkage, kitchen air housekeeper, intelligent cruise boost, intelligent timing function, to bring users a full-process zero-operation experience.
In other words, after the user walks into the kitchen and unscrews the gas stove, he has nothing to worry about. He only needs to enjoy his cooking process with peace of mind. The “unmanned†soot machine automatically adjusts the wind and absorbs the fumes according to the size of the soot. The distance to ensure the entire process is the best soot effect.
"Networking", "Remote Control" and "Reading Data" are not what the user needs, just to achieve intelligent means. And Fang Tai is the most effective way to achieve the best smoke-absorbing effect. It directly crosses these so-called intelligences and reaches the user's ultimate goal. This is a kind of return, returning to the essential needs of users and returning to the essential functions of the products. Understand that "all-wheel driving" is actually the ultimate form of intelligence.
The intelligence of many products is a kind of thinking from the perspective of manufacturers. In Mao Zhongqun's view, "With love as the source, user-centered, and designing users to use products with better experience from the perspective of users, innovation will not take the road."
To be smart, not to be mentally retarded, to be valuable
In the past two years, smart homes have become hotter, but many products are intelligent and intelligent. The result is inconvenient for users, but it is more troublesome. "Intelligence" becomes "mental barrier."
How to avoid getting into the wrong zone in the process of intelligentization?
"The standard of smart home appliances must be valuable, provide valuable functions, and have value." Mao Zhongqun is deeply influenced by Chinese traditional culture and inspired. One of the core of Chinese traditional culture is the "moderation of the mean". The basic meaning of "middle" is "nothing is no better", "just right", "just right", that is, people often say "degree". "Intelligent technology is just a way or a tool to achieve a better user experience. We can't put it to the bottom, not smart and smart."
In this year's series of new products released by Fang Tai, it embodies three layers of “degreesâ€: it has a degree of compatibility with users, a degree of integration with space, and harmony with nature.
First look at how to get along with the user. The essence of the range hood is to suck the smoke off and allow the user to avoid being disturbed during the cooking process. Appliances should not be the protagonists in the kitchen, but should silently implement the functions users need. Mao Zhongqun believes that the true intelligence of kitchen appliances not only reduces the disruption to users, but even reminders are an interruption. Therefore, the concept of guiding this generation of products is "full-way unmanned", not only clean, but also quiet, and have a comprehensive consideration of user comfort.
The degree of integration with space is not to design home appliances as an isolated product, to integrate design into space, fully consider the conditions of space, and better integrate with space. For example, the vast majority of households in China are characterized by a small kitchen space and it is impossible to put down so much kitchen electricity. Fang Tai is doing space-based subtraction when designing products, allowing more functions to be implemented in a limited space. For example, the steam micro-integrator developed by Fang Tai, which integrates the functions of a microwave oven and a steamer, can realize the functions of the microwave oven and the steamer respectively, and can also combine the characteristics of the two, which is equivalent to one product achieving three Product features. For example, Fang Tai's original cross-border three-in-one sink dishwasher combines a dishwasher, a fruit and vegetable purifier, and a sink to take up a little extra space and free up the kitchen space.
Harmony with nature is a higher level, out of awe of nature. Green environmental protection is a deeper level of philosophy that all responsible companies will consider when making products. Fang Tai is considering reducing waste and reducing pollution when designing products. For example, the new generation of cross-border three-in-one sink dishwasher Q7 can identify the dirtiness of the placed objects, automatically adjust the cleaning mode and duration, avoiding the waste of water in the single washing mode, making cleaning more efficient. It is important to know that the first generation of sink dishwashers has a lower water consumption for one dish than the usual hand wash water. For example, the grease separation degree of Fangtai hood can reach 98%, and the oil discharge is only 1/5 of the common hood, 1/10 of the national standard. The average company is able to meet the national standards, and Fang Tai has been trying to minimize this indicator through technological innovation, also because it respects the nature we rely on to survive.
Lu Yong, the well-known designer and founder of the Chinese original furniture brand “Halfwoodâ€, has a deep feeling of a series of new products: “This time Fang has released so many new products, each product is back to the essential needs of people, this It is the social resources that are not wasted."
In the face of the smart home boom, Mao Zhongqun put forward a cold thinking of “innovationâ€. In the explanation, Mao Zhongqun gave an example.
A serious problem in the current society is the game. The game was originally a normal consumer demand, so there is also a good market. The essence of the game is to make people's life richer, it is a kind of leisure and relaxation. But now the game is often designed to make users addicted to it.
"So many children have problems playing games, so parents are so entangled. I think innovation needs to be 'degree'. The game you develop should not be overly addicted, or when you are over-indulged, you have a way to stop him. This is innovation. There is a degree." In Mao Zhongqun's view, if the game developers are blindly pursuing game innovation, let the players, especially those who have no self-control, unconsciously "indulge" among them. This is actually a harm to the user. "We make products." , will never let users indulge in it."
Stick to yourself, have "skills" and have "dao"
Faced with the intelligent tide of the entire industry, Fang dare to launch a smart home appliance that is not connected to the Internet, has no cloud, and has no APP. It really needs some courage.
“I very much agree with Fang Tai’s point of view of 'innovation and making meaningful and valuable smart home appliances.'†Ge Fengliang, vice president of China Household Electrical Appliances Research Institute, said, “In recent years, China’s home appliance industry has continued to innovate under the wave of intelligence. Some of these companies blindly pursued others to do interconnected innovation projects, but forgot the essence of their products, which also brought a painful price to many companies." In Ge Fengliang's view, Fang Tai has not been interfered by the so-called tides in the past few years. Always adhere to your own boutique strategy, which is worth learning from the entire industry.
How can we “be yourself†in the trend? Mao Zhongqun has been in contact with Chinese studies since 2004. When he was running a business, he always used the essence of Chinese studies to think about it and created a modern Confucian management model, which was hailed as a modern “Confucian Merchantâ€.
I went to the EMBA in 2000 and raised my knowledge of business management. After the EMBA, Mao Zhongqun asked himself: What should I study in the next class? “Business schools are all about Western management. China is on the rise, and Chinese traditional culture should be applied to modern enterprises in the future.†In 2004, Mao Zhongqun had a national study class at Tsinghua University and Peking University. Since then, he has been puzzled by Chinese studies. edge.
In Mao Zhongqun's view, due to the differences between Eastern and Western cultures, the positioning of enterprises is also different. Nowadays, the management system of global enterprises originates from the West, and the output of Western enterprises is that "the enterprise naturally needs to maximize profits." But in the eyes of Eastern culture, enterprises are not only economic organizations but also social organizations. "Modern Chinese society does not have a big family. The form of the enterprise just replaces the big family. In the past, many family problems were solved by the big family, and now it can be solved by enterprises."
With an understanding of understanding, the management theories and methods learned by the EMBA are actually the level of “skillsâ€. The thinking of Chinese studies is the level of "Tao". Because Mao Zhongqun has a profound understanding of Chinese studies, he can always return to his source when considering problems. From the "Tao", he can determine the direction and not go wrong. This is why he can not follow the trend in this trend, insist on being himself, insist on Users start to innovate, not what they do hot.
Finally, I want to say: If the enterprise wants to know the "dao", there are small mistakes in the middle "skills" that can be adjusted, and there will be no major failures. If the company has only "skills" and no "dao", there is no direction, it can only be pushed by the trend, and it is not necessarily where it goes.
Editor in charge: Li Zhuang recommended
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