The news that AWE2021 will be held at the Shanghai New International Expo Center from March 11th to 14th, 2021, has given many companies full of "desire to display" a "reassurance." Someone reposted in a post in Moments: "Long time no see, I really miss it". Affected by the epidemic, AWE2020 had to be closed for one year; but this "absence" made everyone cherish the AWE exhibition, a close old friend-occasionally meeting each other, every time he was very happy; the time of gathering was short, but always looking forward to the next time , So-called friends, should be so. Of course, AWE is not only an occasion for "old guys" to meet, but also the beginning of new friendships. Here we have witnessed Huawei and Midea join hands, and Haier Jingdong waved our sleeves; here, the voice intelligence "speaks" on the opportunity of cooking fume. , TV with VR glasses instantly crosses the second dimension; here, the genetic touch and fusion between different industries accelerates the birth of new species, and a prosperous "Cambrian" makes us full of expectations.
Smart Life Technology Clouds
It is reported that the theme of AWE2021 is set as "AWE New Decade, Smart Competition Future". In this regard, Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in the future, we will "make AWE a more innovative, more open, and more tolerant technology-based exhibition ecology". From between the lines, we captured the three key words about AWE exhibition-"wisdom", "technology" and "ecology"; Xu Dongsheng, the vice chairman of China Household Electrical Appliances Association, explained that these three key words contained AWE exhibition The internal logic of future growth.
He believes that technology has become the trend and driving force for industrial upgrading and product upgrading in China's home appliance industry. "In the past, home appliances were a'self-operating system', and its technological advancement mostly centered on the improvement of individual functions, such as air conditioning cooling and heating efficiency, washing machine washing, etc. Now, with the development of mobile Internet, Internet of Things, and artificial intelligence, the industry The inherent boundaries of home appliances have been broken, and home appliances have begun to evolve from pure hardware products to a “end” in life. The realization of home appliances functions has also evolved from simple electronic control to complex embedded system control. This has not only changed the form of home appliances , And lead to changes in the entire upstream and downstream supply chain of the industry, enterprise production, and organizational structure. It can be said that technology represents the future of the home appliance industry; but technology is a general concept. As far as home appliances are concerned, intelligence is a more appropriate attribute. For home appliances to be intelligent, the interaction between machines and machines, machines and the environment, and between machines and people is inevitable. Once they are “moved”, the entire system will “live” and form an “ecology”. We believe that technology represents Direction, intelligence runs through, and ecology is its distinctive feature."
In fact, it is no longer possible to define AWE with a simple home appliance exhibition to cover all its display content.
As a witness of AWE for more than ten years, the reporter has witnessed the changes of AWE. In the past ten years, AWE’s exhibitors have expanded from traditional home appliance camps such as Haier, Midea, Hisense, and TCL to technology camps such as Huawei, Honor, DJI, and Tencent. In 2017, Tesla’s new energy vehicles appeared on the AWE exhibition stage and everyone was waiting in line The scene of sitting in and experiencing it is still vivid. Looking at AWE's exhibitors list in recent years, we can also find many cross-border technology companies such as Xiaomi, Baidu, 360, HKUST Xunfei, GoPro. And comprehensive multinational technology companies such as Panasonic, SONY, Samsung, LG, etc., as regular visitors of AWE, not only display their home appliances, but also move more 3C and digital products to the stage of AWE. Even Chinese traditional home appliance brands such as Midea, Haier and Hisense have initiated technological transformation in recent years and launched more products with technological attributes.
In the past ten years, China's home appliance and consumer electronics industries have developed rapidly. Now, my country has become a major country in the global R&D, production and consumption of home appliances and consumer electronics, innovation is booming, and the boundaries between industries are constantly breaking. The “food, clothing, housing, and transportation” surrounding consumers is gradually forming a big industry concept of “you are in you and you are in me”. The Appliance appliance represented by the AWE letter "A" is actually an industrial concept formed in the past. Now, the three letters of AWE are more of a kind of logo, like IFA, CES, etc., representing a technological and intelligent all-round ecological display around consumers' life needs. The era of isolated islands between industries is drawing an end.
The return of the king
In terms of presentation form, AWE2021 will for the first time adopt a combination of online and offline, adding a "cloud shopping exhibition" mode. Xu Dongsheng said that the launch of the "Cloud Shopping Exhibition" is based on two considerations. First, considering the epidemic factor, some visitors who want to visit AWE2021 cannot come to the site. Online viewing of the exhibition is a temporary remedy measure. The more important reason is that the development of technology such as live broadcast, AR, and VR has made "cloud shopping exhibition" possible. "In the future, online and offline integrated exhibitions are the trend, and online communication channels will become an effective supplement to the exhibition." However, He also said that online exhibitions cannot achieve the “precision contact” experience of offline exhibitions. “The biggest advantage of visiting an offline exhibition in person is direct experience. We can communicate with people face to face, touch and feel the product, after all, there are many details. 'It will be unspeakable'; the advantage of the cloud shopping exhibition is that it can be replayed remotely. Just like a sports game, you can watch the schedule and results through live broadcast, but the atmosphere and feeling are definitely the best on site." However, "Cloud "Walking exhibition" can be regarded as a bold attempt and exploration.
In addition, due to the postponement of AWE2020, the news that the finalists of the Epland Awards will compete on the same stage with the newly reported products in 2021 has made many companies relieved. A person in charge of a company told reporters that the epidemic disrupted the company’s new push in 2020. Many innovative products were presented through online press conferences. Many channel vendors and consumers have seen graphics, text or video materials, but have never seen them. In kind, these submitted products are the achievements of enterprise R&D personnel for one year or even many years of innovation. It would be a pity to miss the Epland Award because of the impact of the epidemic. After all, home appliances are products with a long life cycle, and the innovation "preservation period" of home appliances is also relatively long. Good products should be praised accordingly.
[2019 Epland Awards Ceremony]
In addition, many people in the media are looking forward to the "Unexpected Infinite City" that will be launched in AWE2021. It is understood that this is a vision of a future virtual space created by AWE organizers and 36 krypton. AWE principal Liu Cheng said that "Infinite City" plans to create "infinite space with infinite power", "city of a thousand faces", and "not falling". Thematic sections such as "City of the City", "X City", and "City of Awakening" allow visitors to shuttle between real and illusory spaces, breaking the dimensional wall, and feeling the life of the "future people". Some people in the media said that it would be fun to hear this "Happy Valley" naming method, and I hope this "Infinite City" can really bring unexpected experiences to myself.
Cheng Chuanling, general manager of Haier marketing, said that as Asia's largest and world-leading international home appliance and consumer electronics exhibition, AWE brings together the world's top brands and high-quality resources, providing an excellent platform for industry development and communication. By 2021, the exhibition will be completely separated for two years, and consumers, industry partners or media friends are all looking forward to the return of the event. The new decade of AWE will be a decade of wisdom. As the leader of smart homes in the IoT era, Haier Smart Home will always be innovation-oriented and lead the IoT ecosystem transformation, from designing a home, building a home to serving a home, Provide users with solutions for the entire scene of food, clothing, housing and entertainment. AWE2021, Haier Experience Hall will land at the exhibition, starting from the scene, fully realize the landing of smart life, and sincerely invite visitors to come and experience.
With the disappearance of the epidemic, the industry urgently needs a large-scale event to invigorate the spirit, and AWE2021 has actually played the role of "rejoicing". Xu Dongsheng hopes that, "In 2021, all industries in the consumer sector, including home appliances and consumer electronics, have experienced the test of the epidemic; to a certain extent, we have overcome the epidemic. Although the'black swan' event in social life is impossible to prevent, It is also inevitable. These events often bring us opportunities for change. Now that we have experienced the epidemic, our social life and industrial development have gradually returned to formality. I am still optimistic about the future development of the industry and hope that the industry can provide consumers with a better quality life. Products and services."