Who will pay for the "mouth" of the boss electrical appliance?

Today, companies like to find positioning for themselves. Earlier, when Jia Yueting was hot, regardless of the size of the enterprise, he would say that he was an ecological anti -enterprise;

After Jia Yueting's face was revealed, these companies changed themselves: We are Airbnb in the XX field. As a result, Airbnb did not do it in China, and these companies began to be busy looking for positioning for themselves.

Of course, it is right to mark, pay tribute, or study, but who is the fire, who is the XX world, I always feel what they want to do, and I don't even know.

In this fallacy that I am XX section XX, I am an apple in the XX world, perhaps the longest life span. Of course, I have to thank Apple for the forefront of attention.

Recently, the owner of the kitchen appliances brand that has been obviously lost has been promoting the concept of digital kitchen appliances. In order to better explain what digital kitchen appliances are, its vice president will compare himself a month ago to Apple:

"Compared with the digital kitchen appliances that the current kitchen appliances appeared in August in August, it is just like Nokia mobile phones compared to Apple mobile phones."

Judging from this sentence alone, the boss's electrical appliance must master the revolutionary technology. After all, we all clearly feel that Apple mobile phones are not only a revolution in the single product of mobile phones, but also for the Internet, people's living habits, and thousands of people. The huge changes brought by the industry.

If the vice president of the boss electrical appliance said, the boss appliances are afraid of changing not only kitchen appliances, but also the entire catering industry and home system, including real estate and housing construction standards, and the entire furniture and home appliance industry needs to establish new standards. Native

Will these changes appear? It has passed in August, and the digital kitchen appliances of the boss electrical appliances have also been unveiled. Have you heard the applause from the world when Jobs was excited to take out the iPhone 4?

Chicken ribs, slogans, or a real revolution?

"We have opened a new era" is enough to bluff people. In the business field, this is not only a reconstruction of the industry, but also symbolizes the birth of an permanent motivation for wealth. At the time, the revolution in the kitchen appliance market seemed coming.

The next day in August, the boss electrical appliances showed the core of this revolution and released a full set of digital cooking solutions, Mr. Roki, AI cooking assistant.

A full set of digitalization and AI, these are the hot concepts of the hot times, so where are these concepts?

According to the official explanation, the boss appliances have proposed the concept of digital cooking. Based on the creator i1, this product uses six hardware and combines AI intelligent cooking curves to use the built -in more than 4,000 digital dishes, ingredients ecosystems, and exclusive member communities.

The six major hardware include Mr. Roki AI cooking help, automatic fire automatic stir -frying pot, automatic steaming and fried all -in -one, automatic washing bowl, automatic cruise smart cooker, and ultra -thin automatic range hood.

The specific solution is to use the six major hardware to use temperature and time as the key to cooking. Through Mr. Roki, combined with the built -in more than 4,000 dishes, the kitchen Xiaobai can easily complete the cooking.

The boss's electrical appliances further explained that if it is cooking fire and automatically stir -fry the pan with bright fire, the user only needs to complete the vegetable preparation according to the recipe, and put the ingredients in the pot according to the prompts. The overall system has added adaptive black technology, which can automatically adjust the heat and time of digital recipes based on the amount of dishes that the user puts in.

Then translate it with a big vernacular, that is, you look at the recipes that I give you, complete the side dishes, and then pour it into the pot. The pot will automatically stir -fry, and then automatically control the heat, which saves users manually stir frying and controlling. Fire action.

To summarize other products synchronously, it is possible to identify the types, size, and weight of the ingredients. Based on these, smart cooking can be completed.

So, can the above, can we take the kitchen appliance market, like the two eras of Nokia mobile phones compared with Apple mobile phones?

After taking out the card, another executive of the boss electrical appliances stepped on one side of the kitchen appliance industry. He said: "Some so -called innovations are actually more to meet the business expansion of the enterprise. solution."

He also said: In recent years, everyone has been doing some scenario -based solutions. Many of them are just Lang match, pieces of pieces, and accumulating wooden types ... It is for the purpose of winning competition, rather than the purpose of winning users.

So how strong these products are, how to consider "people", and what reactions do consumers have. We do not make a judgment at present. After all, the difference between the concept is very different from the actual use.

For example, automatic stir -fry and automatic temperature control, the user believes that he still believes that he is not so intelligent; if you are recipes such as recipes, you can not say 4,000 dishes, and 400 million dishes can be solved casually. Moreover, the boss's 4000D dishes also need to install an independent app.

For example, Xiao Chai's house, at that time, he heard the brand's publicity and bought a smart range hood to say that automatic transmission and waved operation. As a result, during the use process, there were countless times to smash the kitchen, because your head flashed from the side and would give it to the side to give it to it. You automatically turn on the range hood, and then you need to throw it hard for three or four times to turn it off.

For the sake of intelligence, the sacrifice experience finally becomes a chicken rib for innovation. It seems to be a common problem for smart homes. There is no convenience for mechanical operations. What level of the current AI capabilities are the current AI capabilities? There are often rollover. Once the car is turned over, the dishes can't be eaten, but they still have the ingredients. From the price point of view, the total price of this product is 17,999 yuan, while how much is the price of related combination products and the price of similar integrated stoves in the market? The e -commerce platform is relatively clear at a glance.

How much does the new era revolution in the boss?

The revolution of technological innovation requires time and funds, and from a technical perspective, to start the innovation of the new era, exclusive technological innovation capabilities are the foundation, and how many of the digital systems of the boss belong to their own?

Machine vision recognition, AI algorithm, chip, according to the performance of its functions, most of them only need to be integrated to complete. This is the solution, which is difficult to form a high threshold.

Whether it is Rockia, which is looked down on by the boss, or the apple that is advertised, the reason why it can lead a long time is that they have sufficient exclusive technology and product innovation capabilities.

If Apple is just integrated with suppliers like other mobile phone brands, who will advertise itself as Apple in the XX field?

So does the boss have an exclusive technological innovation ability? According to the financial report data, in terms of R & D expenses, from 2019 to 2021, the R & D investment of boss electrical appliances was 299.5 billion yuan, 303.3 million yuan, and 366 million yuan, respectively, accounting for 3.86%, 3.73%and 3.61%of the revenue of the year, respectively.

It is not difficult to see that the proportion of R & D expenses of boss electrical appliances has declined year after year. It is worth noting that a long time ago, the boss of the boss electrical appliances also publicly announced that from 2019 to 2021, the proportion of R & D investment of boss electrical appliances will increase from 3%to 5%.

The goal was not achieved. The exaggerated Haikou at that time became bragging, and even as a listed company. How many investors would such bragging misleading?

At the product level, the quality of the boss's electrical appliances is the hardest hit area for the complaint. Some consumers complained that the boss purchased on the self -operated platform of Jingdong has only been discovered in a few months.

Some consumers previously broke the news that when cooking, just opened the range hood for a few minutes, and a huge explosion occurred suddenly. The glass panel of the range hood was exploded. Slag, my hands are also scratched, which is really scary.

Combined with these, what kind of confidence is the leader of the boss electrical appliance? Pulling up the peer said, the innovation of others is a Lang match, a piecewriting style, and a wooden style ... of?

Taking Midea as an example, its R & D investment has exceeded 45 billion yuan in the past five years, and in the first half of 2022, R & D investment was close to 6 billion yuan. Another household appliance brand Haier Zhijia, in 2021, R & D investment reached 8.967 billion yuan. The boss electrical appliances increased in three years of R & D investment less than 1 billion.

The boss trapped in the kitchen: Maybe only in a hurry to make up the lesson

In the first half of this year, the boss had attracted attention in the rigorous financial report, that is, the boss electrical appliances sent a financial report, which there were as many as 18 errors.

To what extent are these errors? For example, the boss electrical appliances in the financial report said: New and old kitchen appliances co -developed, all channels are significantly better than the industry level, realizing income of 101.48 yuan ...

"The boss only earned 101 yuan a year, and the boss worked hard ..."

This is such a company that starts a new era like Apple in the promotion. Do you believe it?

From the perspective of the business level, in recent years, the boss electrical appliances have indeed been not good. In the past, the path of the development of real estate developers was tied to the development of real estate developers. After the real estate market was sluggish, this company suddenly made this company not make money.

In 2021, the revenue of the boss electrical appliances was 10.148 billion yuan. Such a revenue scale has obviously become zero among the home appliance brands. Even Supor, which is a small category, also revenue in 2021 more than 200 billion yuan.

In addition to revenue, it can be said to be worse in terms of profit. In 2021, the net profit attributable to the owner of the parent company was 1.332 billion yuan, a year -on -year decrease of 19.81%. In the fourth quarter of 2021, the company's net profit fell year -on -year to reach a decline of reaching the year -on -year decline in the company. 102%. Losses 10.749 million yuan.

In addition, according to the latest financial report data, from January to June 2022, the company realized operating income of 4.444 billion yuan, an increase of only 2.73%year-on-year; net profit attributable to shareholders of listed companies was 724 million yuan, a year-on-year decrease of 8.46%. The net cash flow was 323 million yuan, a decrease of 55.79%year -on -year.

In addition, the financial report data shows that the revenue of the boss's single -suction hood, gas stove and disinfection cabinet in the first half of the year accounted for 82.04%of the overall revenue, and the data was 77.49%in 2021.

In fact, it is not difficult for us to see that in the era of smart home furnishings, boss electrical appliances were still trapped in the kitchen, and the lack of extension in other categories also made it miss the dividends of smart homes.

From another perspective, kitchen appliances have a much lower demand for smart homes compared to other home appliance categories. This also makes the boss electrical appliances miss the smart home layout of the bonus in the past few years, and directly affects the pace of multi -category expansion.

At the same time, with the continuous deepening of the intelligence of home appliances, other brands have begun to penetrate electric shock categories with the help of smart homes, and boss electrical appliances have become the most passive one.Now the concept of digital kitchen appliances is more behind the re -classes, but it is obviously a bit difficult.

But having said that, with the current strength of the boss electrical appliances, it is necessary to turn on a era like an Apple. Perhaps it is more slogan., Do yourself ...

Otherwise, the only one who pays the last one is myself ...

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