Michael Porter, known as the "Father of Competitive Strategy," once proposed the concept of "differentiated competition."
Simply put, enterprises must adhere to three major rules in "differentiated competition":
What others don't have, I have, what others have, I am superior, and what others have, I am new.
You can see the shadow of differentiation in many outstanding companies, such as Huawei, Haier Smart Home, etc. On the smart home track, we can also see a brand showing signs of differentiated growth, and it is Three-winged Bird.
On September 26 this year, Sanyiniao held a third-anniversary results conference in Xi'an, demonstrating the brand's third-anniversary development history and implementation results. It also released three major capability upgrades to comprehensively upgrade the entire smart home implementation path.
Since its birth in 2020, Sanyiniao will launch one-stop smart customization in 2021. In 2022, it will upgrade and release the "1+3+5+N" whole-house, full-scenario smart solution. Its third anniversary has ushered in a new upgrade. Its ability to continue to grow, break through and even lead cannot be separated from the help of differentiated competition.
Brand positioning of “I have what others don’t have”
Don’t look at what’s on the market, look at what’s missing.
In the business world, such a competitive concept of "no one has what I have" often sparks innovation.
On September 11, 2020, Haier Smart Home launched the world’s first smart home scene brand Tri-winged Bird. Since its birth, Triwing Bird has had unique genes, achieved a breakthrough from 0-1, and opened a new era of one-stop customization of smart homes just one year after its birth.
Many brands serve users by providing products, but Three-winged Bird anchors scenes. Because the product solves a problem, the scenario continues to solve the problem - the product can only provide a specific service, but the scenario can break free from this shackles and provide diversified services with user needs as the core.
For example, in public perception, the refrigerator is just a tool to solve the problem of keeping food fresh, but Sanyiniao Kitchen brings users a smart lifestyle of buying, storing, eating, and cooking. Users can link the steaming oven with one click based on actively recommended nutritional recipes, etc., to achieve more convenient and rich cooking.
Therefore, although Sanyiniao is not a home appliance brand, home decoration brand, or home furnishing brand, it is a completely new species that can provide one-stop smart home customization solutions covering home appliances, home decoration, home furnishings, and even home life.
It is not easy to come up with a plan, and it is even more difficult to implement the plan. From an industry perspective, why is Sanyiniao able to achieve one-stop smart customization?
In fact, the key to achieving a one-stop solution is to integrate resources and break boundaries, and Three-winged Bird breaks the boundaries of both industry and industry.
Take the kitchen scene as an example. It involves a wide range of industry categories, such as refrigerators, integrated stoves, dishwashers, etc. Each industry has its own characteristics and clear boundaries between them. Three-winged Bird can break these boundaries, integrate different industries under one goal, and provide users with overall solutions.
In addition to breaking down industry boundaries, breaking down industry boundaries can further enrich solutions. Through the creation of full-process digital capabilities, Sanyiniao has achieved resource collaboration throughout the entire business process. For example, Sanyiniao’s kitchen solution can cooperate with ecological parties in more than 30 different industries, including Bologni, to bring users more diversified and personalized customized solutions.
Scenario plan of "I am better than others"
Once the first innovator appears in an industry, there will be a large number of imitators.
After Three-Winged Bird, some brands continue to add value to the scene. At this time, the three-winged bird did not stay where it was, but continued to move forward under the guidance of "people have their own advantages."
On the second anniversary of its birth, Sanyiniao completed the brand upgrade and released the "1+3+5+N" whole-house smart and full-scenario solution, and announced that it will layout 3,300+ experience stores in 2023 to allow more users to experience Experience the smart home.
The idea of Three-winged Bird is:
Create "1" smart home brain, "3" whole-house professional systems - whole-house intelligence, whole-house water, whole-house air, and "5" smart spaces - kitchen, bedroom, living room, bathroom, balcony, here It basically extends to "N" kinds of personalized scenarios such as watching movies, laundry, and cooking.
Traditional brands only focus on the local area, while smart brands plan for the overall situation. Compared with single products or partial smart solutions, Sanyiniao's "1+3+5+N" whole-house smart and full-scenario solution can cover a wider range of needs and bring a better experience.
For example, in the sports and fitness scene in the living room, the user only needs to say "Hello TV, I want to run", the curtains will automatically open, the lights will automatically change to their favorite state, and the TV will automatically jump to the treadmill. Interface, such smart scenes will make users’ sports experience better.
Looking further, why can Sanyiniao provide whole-house smart and full-scenario solutions?
This aspect lies in the fact that the two-year-old Three-winged Bird has integrated multiple categories and brands, which can provide brand support for the implementation of the plan.
For example, Sanyiniao has already deeply cooperated with the high-end brand Casarte. Coupled with the establishment of the China Big Home TOP Ecological Alliance led by Sanyiniao, the linkage of scene brands, high-end brands and ecological brands can achieve scale effects.
On the other hand, Triwing Bird’s technical accumulation has also promoted the implementation of smart, full-scenario solutions for the whole house.
Triwing Bird has more than a thousand technical R&D personnel, allowing it to break the status quo of fragmented digitalization and form a digital platform covering all tools such as APPs, design tools, and BIM, providing the underlying power for the realization of whole-house intelligence.
It can be said that "multi-brand + digital technology" has made Three-winged Bird's brand upgrade and program implementation go particularly smoothly.
The core competency of “Everyone is new to me”
It is not difficult for a brand to have a certain advantage. What is more valuable is to continue to create advantages.
The driving force behind this is the innovative consciousness of "everyone is new".
At this third anniversary conference, Triwing Bird released new achievements in scene plans, store implementation, nesting tool design and other aspects, as well as new upgrades in Haier Smart Home Brain 2.0, digital tools and other aspects.
In terms of new achievements, Three-winged Bird currently has more than 20,000 components, 1,000+ scene solutions, and more than 200 services for users to freely choose and combine; in 2023, 113 traditional specialty stores will be attracted by Three-winged Bird’s model , proactively transform and upgrade; the nesting design tool provides designers with more than 20 million+ real house types, covering 90% of residential house types across the country.
In terms of new upgrades, Sanyiniao announced new upgrades in solution leadership, tool experience leadership and wisdom leadership.
For example, in 2023, Three-winged Bird has created 18,725 whole-house smart hot-sale scenarios for users, and has released 6 new major plans; after upgrading its digital stores, Three-winged Bird has achieved zero-distance contact and interaction with users. Zero-distance scene experience; Haier Smart Home Brain currently has access to 140+ categories, 400+ ecological categories, 130 million+ network devices, 2.4 billion monthly scene interactions, and 10.47 million smart voice monthly active users.
It is particularly worth mentioning that 6 new plans have been released this time, including 1 whole-house appliance plan, 4 smart kitchen plans and 1 whole-house water plan. For example, the smart kitchen solution is divided into four major scenarios: Miaoji Kitchen, Guangnian Kitchen, Zhijing Kitchen and Rongjing Kitchen.
From this press conference, we can feel that with the technical support of Haier Smart Home Brain, the scene-based experience of Three-winged Bird is very smart. With the help of digital tools, Sanyiniao’s full-process services are very complete. It can be expected that in the future, Sanyiniao will continue to increase its one-stop customized smart home capabilities and continue to promote the implementation and popularization of smart lifestyles.
Innovation is the driving force for brand survival and development. The three-winged bird always flies on this correct path, and thus its wings gradually mature.
So, it’s worth further thinking about why Three-Winged Bird can continue to innovate?
Drucker, the management guru, believes that innovation does not only mean developing new products or technologies, but more importantly, finding new ways to meet customer needs or create new markets.
Over the past three years, the key to Sanyiniao's continued growth, breakthroughs and leadership lies in a deep insight into user needs and meeting the needs through a hard-working spirit. This is also the core of its ability to continuously innovate and form differentiated competitiveness.