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Haier IoT ecosystem brands - Shun Guang Platform: creating an ecosystem of community interactions in the post-e-commerce era

18-07-2018

In the post-e-commerce era, Haier Group has created an ecological platform of IoT community economy. Based on "three stores" (online stores, offline stores, and micro stores) and "four networks" (marketing network, logistics network, service network and information network), it forms a user experience-oriented contact network focusing on community interaction, which promotes the transformation of the traditional Internet e-commerce paradigm towards the sharing & co-creation form of IoT paradigm. In this new type of business, the whole process of user interaction orients a mobile terminal called "Shun Guang", so it is named Shun Guang Platform.

Shun Guang Platform

Shun Guang Platform subverts the existing operation mode of traditional e-commerce and builds the IoT ecosystem brands

Shun Guang Platform is aimed at the community economy, and achieves Three-in-One Stores, namely, offline stores, online stores and micro stores. The integration of three stores into one network is a lever and Haier’s distinctive advantage is the contact network with situational awareness and integrity. 

There are two advantages of Shun Guang Platform over e-commerce. One is the interactive feature of Shun Guang Platform, and the other is it is an ecosystem that benefits all parties. Kevin Kelly believes that the largest e-commerce in the future must be the largest physical store. This physical store is to be integrated with the community. Haier built a contact network covering urban and rural areas through “Three 100,000s” (100,000 urban communities, villages, and truck based logistic microenterprises). Contact and community networks are generated from Internet thinking, and the contact network is the capillaries and nerve endings that do not exist in e-commerce. These nerve endings can go deep into the terminal to face the user directly, perceive the user's personalized needs and provide timely feedback.

The entry point of the contact network is not to sell. The objection of making good use of contact service and the user's stickiness is to build the integrity system, only by which a breakthrough can be made and a service network can be established. The contact network reflects the user's dynamic personalized experience. The user experience is not static but constantly changing. The role of the contacts is to be able to integrate the user's personalized dynamic experience. Offline community cloud stores, delivery lockers, water stations in rural areas, etc. are all contacts for the user interaction, which are integrated with the community and the village. They detect the user's needs through the community and constantly provide experience iteration for the user.

Case: The contact network of Shun Guang Platform (community butler)

The 29-year-old Guangdong Hakka young man, Zeng Ming, has been not only a convenience store owner, a LeHome courier station owner, but also an Internet-thinking entrepreneur. In his view, the future of traditional stores is transforming or dying. So it needs to combine online and offline to make users satisfied. Before opening his store, he has planned to combine online and offline to provide fruit and vegetable distribution service, daily retail, express delivery, personalized customization, and other services for residents around, but lack of reliable platform support made the plan rather difficult. Fortunately, the development plan of LeHome coincides with his business plan.

How to provide satisfactory service to users? The first thought occurred to Zeng Ming is connecting to the user. There are more than 1,000 households in the community, and he has connected to more than 900 of them. Zeng Ming knows exactly the owner, children, and elderly members of each family. The store provides users with door-to-door delivery without threshold, and Zeng Ming requests it be delivered within 30 minutes. As long as there are any problems with the products sent from the store, he will accept the return immediately. So although many of his products are slightly more expensive than the adjacent supermarkets, because the quality is guaranteed, he is still the first option of most residents of the community.

Some of the station owners are still waiting for the customer to step in the store, while Zeng Ming is actively interacting with his customers. In Zeng Ming's shop, the express delivery area, various product areas, and advertising areas are all very organized. This is also the result of Zeng Ming's thinking in the user's shoes: “I have seen some other stores. The ad of RRS are sloppily hanged in their stores. They just don't care; raw food and cooked food are mixed in the freezer without separate storage, etc. They don't consider for users."

In his eyes, waiting for the guest is not a preferred option. As long as you work hard, you must can make it. Since joining LeHome in July this year, his store has achieved an increase of four or five thousand yuan per month through express delivery, home appliances cleaning, and LeHome specialties. He has also officially become a regional partner of LeHome.

At the Haier Innovation Annual Conference on January 6, Zeng Ming participated in the forum interaction as a representative of the entrepreneur. He spoke with tears when he talked about the empowerment and the opportunities the platform gave him.

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