On March 8th, the US local time, the New York Times released a report announcing that the world refrigerator industry entered the "China era". The article mentioned that the world's authoritative organization Euromonitor International announced the 2017 global refrigerator list, Haier refrigerator with 17.3% market. The 10th share won the global NO.1. Insiders pointed out that the "China era" is actually the "Haier era", because Haier has always maintained its leading position in every regional market in the world. In Europe, for example, as the world's most competitive refrigerator with the highest concentration of brands, Haier refrigerators are still the leader.
According to data released by GFK in early March, in the Spanish market, Haier's refrigerator sales accounted for 49.6% of the Spanish multi-door refrigerator market in 2017, accounting for half of the multi-door market; in the UK market, the UK's ice-cold market growth in 2017 In the case of 3%, the fastest growth rate of Haier refrigerators is 60%, which further proves that the world refrigerator industry has entered the “Haier eraâ€.
Can the Haier refrigerator represent the "Chinese era" of the refrigerator industry? The answer is beyond doubt. First of all, the hardware strength of Haier Refrigerator's global R&D and manufacturing system, the world's first original scientific and technological strength, and the global fresh-keeping standards are the premise of its representative of the "Chinese era." Secondly, in response to the "Made in China 2025" and "National Brand Strategy", Haier Refrigerator has established its own brand image and created a strong influence by creating its own brand on a global scale. business card".
European, Japanese, Japanese and Korean refrigerator brands continue to change, the world refrigerator industry ushered in "Haier era"
It can be seen that the history of the whole refrigerator can be seen. The era before 2000 is in an era of product shortage. The popularity of refrigerators, especially in developing countries, is not too high. The penetration rate in urban and rural areas in China is 77.7. % and 12.3%. The European, American, Japanese and Korean brands have grown rapidly in the era of product shortages. With leading technology and quality, they have rapidly expanded their production capacity to meet the basic storage needs of users. In the era of shortage, they are the masters of “fixed targetsâ€.
However, in today's era of overcapacity, consumer demand is changing rapidly. The focus of the European, American and Korean refrigerator brands should be shifted from one-way manufacturing products to consumer solutions. From the development status of refrigerators in Europe, America, Japan and South Korea, they still use the business ideas of the era of product shortage: when pursuing high-tech technology and perfecting fine manufacturing processes, they slow down the pace of technological innovation, neglecting brand building and brand marketing. Under the wave of the Internet, there is no adaptation and innovation for localization, which leads to its loss of control over the market. Its continuous change in the world is the best example.
In recent years, the traditional home appliance brands such as Europe and the United States are facing changes. The US GEA appliances have been acquired by Haier, and Whirlpool has withdrawn from the Chinese market. Electrolux has failed to enter the Chinese market. At present, it seeks to cooperate and introduce brands to survive. At the same time, Japan and South Korea's home appliance companies, which are synonymous with high quality, are also shrinking the global battle market. Sanyo Electric's white goods business in Japan and parts of Southeast Asia was acquired by Haier, Toshiba's white goods business was acquired by Midea, and Sharp plans to return to Japan. Samsung transferred to Vietnam.
The continuous change of refrigerator brands in Europe, America and Japan has made the world refrigerator industry move eastward, and the Chinese refrigerator industry has ushered in the golden period of development. However, from the development of China's refrigerators, in recent years, the development of most brands has not been satisfactory, only Haier refrigerators stand out. Wanbao, which once produced China's first household refrigerator, disappeared; Xinfei, one of the “four golden flowersâ€, announced that it had stopped production; and some old refrigerator brands have been continuously integrated; even if there is a stable new development brand, The growth is fast, but the share is extremely low, and it is impossible to control the industry structure. Under this circumstance, the rapidly rising Haier refrigerator has been in the top position in the Chinese market for 28 consecutive years, and the refrigerator industry has ushered in the "Haier era."
Establishing a disruptive global operating model, Haier leads the future trend of the world refrigerator industry
The evolution of the global refrigerator industry competition pattern has not only promoted the survival of the fittest in the refrigerator industry, but also achieved the rise of the Haier brand. Some analysts have said that Haier Refrigerator can win in the same stage of competition with a hundred-year enterprise. The key is to surpass these three aspects. First, quickly perceive, systematically collect consumer demand and create demand. Haier refrigerator relies on the user-led innovation of the 10+N research and development model, with the world's top 10 R&D centers as the tentacle, and 24 hours of parallel development of N R&D forces all over the world, according to the pain points of different users, to develop the best solution.
Second, it has the ability to quickly meet consumer needs. In the era of overcapacity, global companies' products are competing for users. If the speed is not fast enough, they will lose their qualifications. Haier Refrigerator has established 30 advanced factories in the world through the “three-in-one†localization layout, with a production capacity of 30 million in 2017, creating differentiated products for global users and meeting the needs of users quickly.
Third, Haier refrigerators have reached the world's leading level in terms of technical capabilities, manufacturing capabilities, and standards. For example, Haier's newly developed full-space fresh-keeping refrigerators, through the fine-controlled dry and wet storage technology and intelligent constant temperature technology, ensure the refrigerated dry and wet storage, the original flavor of the original, and lead the world's refrigerator technology innovation from refrigeration to freezer space. Based on technological innovation, Haier Refrigerator is leading the development of international IEC preservation standards and the world's first "full space fresh-keeping refrigerator" standard, which is the industry benchmark and bottom line.
It is precisely because of the disruptive operation mode of Haier refrigerator that Haier refrigerator is also leading the global trend, which has become one of the most prominent features of the “Haier eraâ€. In the 33 years since Haier Refrigerator started its business, Haier Refrigerator has 22 major inventions that have been imitated by the global refrigerator industry, from the first ultra-fluorine-free energy-saving refrigerator to the full-space fresh-keeping refrigerator, affecting the entire industry. The development trend. This reflects the innovative strength of Haier refrigerators in international competition. The other refrigerator brands in the world have recognized Haier's global trend leadership ability in the way of imitation.
The reason why the "China era" is the "Haier era", in addition to the hard strength of Haier refrigerators, also stems from its global brand. In the past 30 years since the Chinese refrigerator brand went out to sea, most of them have chosen the form of OEM, relying on foreign-invested brands to do OEM work to win foreign exchange earning profits. For a long time, these brands lacked their own manufacturing R&D and channels, and it was difficult to create a brand. Haier refrigerators have chosen to create their own brands since the beginning of the sea, and achieved 100% independent brand management, which has started the “Haier†brand in the world. For example, in Spain's multi-door refrigerator market, Haier's sales accounted for 49.6%, accounting for half of the country; in Russia, Haier's three-door and above segment of the middle and high-end market share reached 45%, ranking first in the global brand.
More importantly, Haier Refrigerator explores the business model of the Internet of Things era with “one person in oneâ€, and conducts product development, manufacturing and other activities around the needs of users. Over 30 years, it has surpassed the European and American century-old refrigerator enterprises with an average age of 100 years. Let the world refrigerator industry usher in the "Haier era" and become a dazzling "national business card." Under the brand's "Haier era", it also announced to the Chinese refrigerator industry that only actively going out can create a world-class brand.
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