Tidal Business Review Original
Subversive innovation, all walls are doors, and according to the old ways, all doors are walls.
In the face of uncertain times, what can be used to dispel the fog and move towards growth? This is the confusion that most enterprises in China are facing today.
The choice of what answer to deal with this problem also determines the fate of the enterprise in the face of wind and waves - some people choose to go with the flow, so they stumble in the fog; Some people choose to set sail ahead of schedule and drive innovation breakthroughs with firm investment, so they go against the current.
Choosing the latter requires a high level of endurance, determination and judgment on the part of the company.
Successful players such as Huawei and Apple have continuously increased their R&D investment over the years, demonstrating their determination and dedication to innovation, enabling them to maintain their leading position in the global technology industry, and at the same time winning the recognition and trust of consumers and the market.
Also in the color TV market,There is also such a company,It has been accumulating strength in technology research and development for many years,In the four years from 2018 to 2022 alone, R&D investment doubled, from 1 billion yuan to 2 billion yuan. Entering 2023, R&D investment will remain high, with a year-on-year increase of 1464% to 172.2 billion yuan. In the past 11 years, the cumulative R&D investment has reached 1572.2 billion yuan. This company is Hisense Video,It has built a strong technical foundation with firm forward-looking investment,Lay the foundation for the emergence of innovative products,So as to promote the enterprise to continue to move to a new level,Achieve a positive cycle。
Ovirivo (**c Revo)"Global TV Brand Shipment Monthly Data Report" shows that,In 2023Under the situation of a slight decline in the shipment volume of the global TV industry,Hisense TV shipments and share both bucked the trend,Sitting second in the world again,Become the only brand among the TOP5TV brands that has continued to grow in the past 6 years。
When there is still a month before the Chinese New Year, Midi added an item to the list of New Year's goods-TV, "The old TV at home is blurry, not to mention, and it is often stuck, and the parents and children are at home during the New Year, it must be replaced with a new one." Midi said.
But children need to consider eye protection when they are young,Parents have to consider TV when they are older, it is not difficult to watch TV,According to the size of the living room and budget,Midi decided to buy a 120-inch "big TV" in one step。 But the problem also came, the TV was too big, the elevator couldn't get in, "some people on the Internet used a crane to enter the house, but our house is on the 30th floor".
On social platforms,A netizen's sharing made Midi see hope,She found that the foldable laser TV launched by Hisense can enter any elevator,You can easily enter the home without breaking doors and windows,It only takes 40 minutes to get an IMAXhome theater。
The emergence of foldable laser TV,It is Hisense's precise control of user needs,It is a living evidence that leads the industry's product innovation。
At present, "big screen" has become an inevitable trend in the development of TV around the world, and the data of the "Global TV Brand Shipment Monthly Data Report" shows that in 2023, although TV shipments will decline, the shipment area will increase by 1% year-on-year2%, and the average size of shipments increased by 1 year-on-year2 inches.
Under such a general trend of consumption, the old way of relying on the scale cost advantage in the past to obtain terminal competition chips has not worked, and relying on the crazy involution in the first segment is not the key to changing the market, only between the cycles, with innovative thinking to grasp the core needs of users to make products.
Looking back on the history of Hisense TV from the field of laser display,You will find"The strongest""The world's first"It is a high-frequency word。 Count it simply,In the past 2023year,Hisense adheres to user scenario-driven innovation,Launched the world's first foldable laser TV、Top embedded laser theater、100Inch curly screen laser TV、8KThe screen sound laser TV ......Meet the needs of users for large-screen viewing in different scenarios.
In addition to laser TV"Far ahead",Hisense also maintains innovation for LCD products。
2023year,Hisense upgraded and launchedULEDXscene image quality technology platform,Released UX、U8KL and other series of new products,Refresh the image quality ceiling again。 At the same time,Hisense applies mini LED technology to all flagship products,And launched 12 products in the U.S. market,Become the brand with the highest sales of mini LED TVs in the United States。
The process of enterprise development is through innovation,Continue to cost-effective、Competitive new products、New services、New models and new businesses continue to be pushed to the market,Just like Hisense。
Many people ask what is Hisense's growth flywheel,The answer is already obvious-innovation model。
Enterprises cannot sit back and wait for new technological breakthroughs to emerge, and it is unwise to adopt a fixed technology strategy; On the contrary, enterprises need to take the initiative and make forward-looking layouts.
Song Zhiping, who has brought China National Building Materials and China Pharmaceutical into the ranks of the world's top 500 companies, said, "How can enterprises respond to the wave of disruptive innovation? My point is: look at one, eat one, and have to have one." This requires companies to not only have an in-depth understanding of current market trends, but also to have accurate predictions about future technology developments. And Hisense,It is such an enterprise that can accurately grasp the direction of future technology development,And the layout in advance,Putting "technology enterprise"Really deep into the bones of the enterprise。
Over the years,Hisense has enjoyed the reputation of "Huawei in the home appliance circle" because of its emphasis on research and development. As early as the early 90s of the last century,Hisense has shown a unique strategic vision。 At that time,Many companies are still pursuing short-term market interests,And Hisense has begun to lay out for long-term development,5% of annual revenue into research and development,This is almost an unprecedented move in the home appliance industry。 Such determination and investment,Undoubtedly, it laid a solid foundation for Hisense's later technological leadership。
Entering the 21th century,When the market battle between LCD TV and plasma TV is in full swing,Hisense did not blindly follow the market trend,Instead, it chose a more cutting-edge road——Set up a laser display research and development team,Layout the laser TV market in advance。 This forward-looking layout,Let Hisense now occupy an absolute leading position in the field of laser TV,The number of patent applications exceeds 2000,Leading in the world。
However,Hisense's technical strength is not only reflected in the hardware。 For TV,Picture quality is the most critical evaluation index,And the core of picture quality lies in the picture quality chip。 At this point,Hisense has also shown good independent research and development capabilities,from2005Release of China's first color TV chip——Xinxin,to2022Release of the first 8K AI image quality chip......In the world,There are very few TV brands that can independently develop picture quality chips,Hisense is one of them。
It can be said that Hisense's success is not accidental. High-end LCD display and laser display double-line leading,It is Hisense's forward-looking investment in research and development for many years、Adhere to independent innovation、Keen insight into market trends、The inevitable result of a deep understanding of consumer needs。
Now,In the case that the outside world is still crazy involution because of cost performance,Hisense continues to promote high-end products and scene segmentation with its technological innovation advantages,In order to build a differentiated selling point that distinguishes it from other brands,Help it fly far with the wind,Fly high against the wind。
Market data also proves the correctness of Hisense's forward-looking technical layout. In the Chinese market,in85+Large screen market and10000High-end market of more than 10000 yuan,The retail volume of Hisense TV、Retail sales share firmly occupies the first place in the industry; In overseas markets,Hisense laser TV has entered3000-5000US dollars**Value market,Laser TV(Including laser micro-investment)The compound growth rate has reached 101% in the past three years。 "High-end large screen buy Hisense" has become a consumer consensus.
Looking back on Hisense's development over the past 50 years,From a small local factory to a large enterprise with a global vision,The root of its success is not only the dividend of the times,There is also the grasp of the trend and the persistence of technology。
This watchfulness of technology and consumers,Cast Hisense's confidence; Forward-looking strategy and courage have achieved the brilliance of Hisense.
In the turbulent business world, it is difficult for us to determine the development context of any brand, but respecting consumers, consolidating product strength, and escaping from the comfort zone are always the "three axes" of success. Just like Hisense,Through continuous technological upgrading,Let innovation always revolve around improving consumer experience,Such innovation is the most valuable。