Changhong sharpened three times in ten years to practice Internet strategy

Ten years three "iteration"

When the two national conferences ended in 2015, it was more than 10 days before Changhong released the CHiQ second-generation smart TV. It has been more than a year since the launch of the CHiQ brand and a generation of products. In 2014, with the release of CHiQ series smart home appliances, Changhong embraced the Internet and quickly formed the “CHiQ phenomenon” in the industry.

In fact, the transformation of Changhong originated in 2004.

He Xintan, deputy director of Changhong Development Management, recalled that in 2004, because of the ending of the CRT TV era, Changhong was in trouble for several years. Zhao Yong, who was once again the chief executive of Changhong, quickly promoted Changhong’s transformation with the “Three-Dimensional Strategy” to the industry. The three-axis value chain, industry form, and business model require Changhong to cultivate core competencies in key components, software, information appliances, IT products, services, and content delivery through the introduction of digestion and self-innovation.

Changhong Deputy Chief Engineer Yang Dan recalled that the three-dimensional coordinates were aimed at 3C integration. At that time, Changhong almost knew nothing about it. In 2010, when the national level launched a plan to promote triple play, distance from the "three-axis strategy" It has been more than five years since the launch, and everyone understands that the industry trends described in the strategy have indeed occurred.

From 2004 to 2009, it was the first phase of Changhong's strategic transformation, bid farewell to the unique business structure of color TV, and formed a comprehensive appliance that spans black-and-white household appliances, IT distribution, mobile phones, compressors, network products, real estate, and military industries. Industry group.

In mid-October, 2013, during the first China Science and Technology City Expo, Changhong released a smart strategy and launched a new three-axis strategy, proposing the use of intelligence, networking, and collaboration as a new direction of force and intelligence. Terminal, network cloud service platform and big data development to integrate its various consumer electronics businesses. Zhao Yong first proposed the concept of "home Internet" and released the world's first home Internet product form that realizes interconnection, intercommunication, and mutual control.

Subsequently, starting with the release of CHiQ smart TVs in mid-January 2014, Changhong has released high-profile CHiQ smart new products in March, covering mainstream home appliances such as TVs, refrigerators, and air conditioners, and has established cloud service platforms and big data centers.

In the first half of 2014, Changhong also proposed the three major capability platforms for the transformation of the Internet and the establishment of smart R&D, smart manufacturing, and smart trading. At this point, around the center of the Internet, Changhong's development strategy has undergone three "iterations."

Everything revolves around the "Internet"

In the memory of Chang Feng, the intelligent technology director of Changhong Air Conditioning Company, Changhong’s smart strategy implementation began in 2012. Around July 2012, an internal meeting of Changhong established the new three-coordinate transformation direction of intelligent strategy. Soon after, Li Yubing, who had a background in computer technology and did not understand traditional air-conditioning technology, took up a new position in the air-conditioning company. The team led the development of smart air-conditioning in the direction of the Internet.

A similar experience also appeared in Dr. Ren Fei, deputy general manager of Changhong Software and Service Center. This former TV researcher, who is also a background of computer technology, was assigned to develop the smart technology of Changhong Baidian, especially the smart refrigerator.

The software and service center is also a new department that Changhong established in 2014. Its task is to meet the related research and development needs put forward by many companies under Changhong.

In Ren Fei's view, white goods such as refrigerators and air conditioners are very different from TVs. They are essentially functional rather than content-based products. Therefore, traditionally there are two R&D technologies: home and professional. The research and development of intelligent white electricity also needs to achieve three major technical directions: networking, intelligence, and collaboration. This kind of smart home appliance can be regarded as entering the threshold of smart home.

After the 85's, Chen Keyu graduated from the university and entered Changhong in 2010. He became the first product manager under Changhong’s implementation of the product manager responsibility model, and led a nearly 1,000 R&D team. Over 9 months ago, CHiQ II TVs were introduced. The world’s first TV + mobile “dual core” smart TV with integrated mobile applications. On March 26, 2015, this dazzling television set caused a sensation.

The product manager responsibility system is not only a product R&D organization and management model that Changhong has tried recently, but also a kind of incentive model that is popular among R&D personnel.

In order to encourage innovation, Changhong promotes various kinds of stimulating mechanisms within the company and strives to cover tens of thousands of employees throughout the company. Every year, Changhong has a variety of innovative competitions at all levels. The “Creater” culture is affecting every employee with an innovative dream. For those employees who have entrepreneurial dreams, Changhong has also joined hands with the venture capital to establish a venture capital fund to invest in real money to encourage those who dare to eat crabs.

The Internet is a rapidly evolving industry. From technology to products and even ideas, everything is rapidly "iterating."

In this regard, Liu Dong, general manager of Changhong Software and Service Center, has his experience. His team not only needs to analyze and analyze user feedback for each series of CHiQ products based on big data analysis, but also allows CHiQ's software version to achieve a one- or two-week iterative rhythm.