The latest data shows that from January to April this year, the overall negative growth of the air-conditioning industry in the Indian market was 5.5%, but Haier's Indian air-conditioning industry grew by 39% over the same period, and it outperformed the Indian air-conditioning industry.
Since Haier turned the Pune plant in India into a Haier Industrial Park, it has not only outperformed the market in a fast-moving way, but also the Haier "Rendanheyi" model that has attracted great attention from the academic community. So far, this is the best case in which Chinese brands continue to outperform the industry in the Indian market.
As a "pioneer" for Chinese brands to pioneer the Indian market, Haier began its march toward India in 2004. After that, Haier began to work hard in a market that was completely different from China's consumption environment, lifestyle and business model.
"I have been paying attention to Haier. Haier is not eager to achieve success in India, but has adopted a gradual strategy. I think this approach is more in line with the Indian market. The establishment of Haier Industrial Park is very useful for Haier's brand expansion in the Indian market. Help, it will give consumers more trust.†Anand Kusre, a professor at the Indian Institute of Technology (Indian Institute of Technology) School of Management, said in an interview with Blue Technology.
In the first four months, the air-conditioning industry in the Indian market was experiencing negative growth, but Haier’s performance was “enhancing†the industry. When consumers choose Haier air conditioners, we tried to approach them and discover the truth about their choice of Haier.
One heavy experience: a healthy choice
At 11 am on April 23, a dental clinic in Delhi, India.
Miss Ms Uma, a dentist, is restoring teeth for one of her clients. The eye-catching Haier on-hook on the wall of the consulting room was running non-stop, and the sound was extremely low.
"I'm sorry to keep you waiting for so long." About eighty minutes later, Ms Uma said as he walked out of the treatment room.
Ms Uma, who is a doctor, has a good income and belongs to the middle class in India. He is a person who pays more attention to the taste and quality of life. He has his own standards for buying any product.
At a gathering of friends, Ms Uma saw that a friend had a Haier air conditioner at home. After a friend's recommendation, she became interested in Haier's self-cleaning air conditioner.
Due to serious air pollution in India, Ms Uma has always had high requirements for indoor air quality. Especially for her patients, she hopes that patients can have a comfortable environment and good air quality when they see a doctor.
Before buying Haier air conditioners, Ms Uma used other brands of air conditioners. But in the process of using, she found that if it is not cleaned for a long time, there will be peculiar smell and even dust.
Ms Uma was not eager to buy Haier self-cleaning air conditioners, but decided to install Haier self-cleaning air conditioners in the clinic after doing a detailed understanding.
"The DC inverter is very attractive to me. Haier's self-cleaning air conditioner has added a'self-cleaning' button on the remote control of the air conditioner. It can be self-cleaned with one button. It is very simple to operate, and Haier's self-cleaning air conditioner saves electricity, especially The cooling effect is very good. When the air conditioner is turned on, in addition to the adequate air-conditioning in the treatment room, strong air-conditioning can be felt in the adjacent office and reception room." Ms Uma said.
As a doctor, Ms Uma is very sensitive to air quality. The Haier self-cleaning air conditioner she chose, through 6 innovative self-cleaning technologies, can effectively inhibit the growth of bacteria, with an antibacterial rate of 99.9%. It can also forcefully peel off the evaporator dirt through frosting and defrosting. Both the internal and external units can be self-cleaning. Blow out almost aseptic and dust-free air to prevent secondary pollution of indoor air from the root cause.
The disadvantage of traditional air conditioners is that after users use the air conditioner for a long time, if the heat exchanger is not cleaned in time, a lot of dirt will accumulate in the heat exchanger and mold will grow; when the air conditioner is cooled, dirt and mold will blow out with the cold wind, sometimes It is also accompanied by peculiar smell, which poses a huge threat to human health.
Cleaning the air conditioner heat exchanger usually requires professional service personnel to spray the air conditioner special cleaner to the air conditioner heat exchanger to cover and dissolve the dirt, and then use the high-pressure water spray heat exchanger to clean the evaporator, which is time-consuming and additional The cost of cleaning. Haier's self-cleaning air conditioner solution can solve and avoid the above problems. This is the most critical reason why Ms Uma chose Haier.
When she became a user of Haier's self-cleaning air conditioner, she kept recommending Haier's self-cleaning air conditioner to her friends and even patients.
"I recommend Haier self-cleaning air conditioners to others. From the perspective of a doctor’s duty, I told them about the impact of healthy air conditioners on the human body. At present, we cannot change the air quality in India, but we can make our living environment better. Some, this is my original intention to buy Haier self-cleaning air conditioner." Ms Uma said.
Dual experience: brand choice
May 6, downtown Mumbai.
The promenade called "Queen's Necklace" by Indians is a bustling business district in Mumbai. There is a modern business map here, as well as Indian restaurants and hawkers. In Mumbai, where modern commercial civilization and primitive commercial ecology are intertwined, the consumption power of the middle class has a profound impact on the business process.
Mr Himanshu's home is located here. India time, at 1:00 pm that day, because Mr Himanshu couldn't get out of work, we met Mr Himanshu's wife in a cafe.
As a middle-class family, in Mr Himanshu's home, except for the air conditioner which is made by Haier, the other appliances are all Korean brands, which surprised us somewhat.
"I have been paying attention to air conditioners that can improve air quality because the air in India is really terrible. I often use the Internet to learn about the latest air conditioning technology. So when my husband buys Haier self-cleaning air conditioners, I ask him to buy high-end four-star air conditioners. "Mr Himanshu's wife said.
Mr Himanshu's family has quite a connection with Haier. Seven years ago, when they lived in an old house, they bought a Haier air conditioner. They hadn't had any problems in seven years, so when they moved to a new home, they chose Haier air conditioner.
"My ten-year-old son likes cricket very much. When he sees Haier air-conditioning advertisements in cricket matches, he will say that this is our home air-conditioning. At least in our family, Haier has affected my son and me for two generations. People, this is the best trust in the brand after the experience.†Mr Himanshu’s wife said.
The Indian market has a distinctive feature: consumers interact with each other and will form a continuous consumption boom for a certain brand. Haier uses service "soft power" to conquer consumers by providing consumers with specific solutions.
For example, in response to the poor electricity environment in India, Haier India took the lead in taking after-sales measures to safely measure electricity for users, paying attention to users' electricity safety. This heart-warming scene is very important to local consumers. The consequence of frequent power outages is that the service life of home appliances is shortened, and electricity safety may result. Therefore, Haier's approach has been recognized by many consumers.
Most importantly, the installation of air conditioners in the Indian market is generally paid by distributors, and the installation quality is not standardized. Users often complain. Haier insists on free installation and provides high-standard installation services. It introduces new rhinestones to reduce dust during installation. Thereby further improving the user experience. This is one of the ways that Haier's self-cleaning air conditioners "circle fans" in India.
Triple Experience: Children’s Choice
On May 15, the largest commercial center near Pune Airport-Phoenix.
Some high-end residential districts are built on the basis of commercial centers, as local landmarks, surrounded by people above the middle class.
Ms Sanya also lives nearby. That afternoon, when we met with her at the Phoenix Cafe, she arrived on time for the appointment. This is a rare punctuality among Indians.
As a family shopping decision maker, Ms Sanya bought a Haier self-cleaning air conditioner half a month ago. Similar to Ms Uma's experience, she was also recommended by friends.
Before that, two window air conditioners and a local brand on-hook air conditioner accompanied them for several summers. However, when she had a child, she was looking for more suitable air conditioners, such as silence and improved air quality.
"A friend of mine bought a Haier self-cleaning air conditioner. She also bought a new air conditioner for her children. The reason she recommended to me is that if you want the air conditioner to be silent and not disturb your children’s sleep, if you want to let the indoor air Better, then you have to choose Haier. Am I like Haier’s salesman?†Ms Sanya, who likes coffee, asked with a smile.
In actual use, what Ms Sanya is most satisfied with is the frequency conversion mute and the night sleep function, which does not require frequent temperature adjustment.
Ms Sanya is considering buying a second Haier air conditioner for her mother.
Channel business choice
The above three consumers only reflect the tip of the iceberg of Haier in the Indian market.
Channel business is the core link between the brand and users. It is not difficult to find out from the channel business, the dependence between the two is spreading to breadth and depth.
Since Haier's clean air conditioner was launched on the market, it has been the first to win the favor of distributors. In order to sell better, distributors take the initiative to train the retail team and set up a goal-driven orientation to form a guide for direct sellers to promote and demonstrate the value of self-cleaning and healthy concepts, and achieve the ultimate goal of promoting terminal retail.
They take the initiative to introduce self-cleaning product selling points and product competitiveness to consumers, and promote Haier self-cleaning air conditioners at the core of the store.
Driven by the retail terminal, the standardized display of terminal prototypes and materials is strengthened, which not only increases the visual sense of the scene, but also provides insight into the wishes of consumers. Channel dealers' recognition of Haier is the key to Haier's outperforming market from January to April.
In mid-May, a well-known distributor of home appliances in India sent a letter to Haier. The letter read:
I want to share our experience in air conditioning this year. However, this summer, the industry has seen negative growth, but Haier is doing well.
We have stored 14 brands in the air conditioner, and Haier is the latest product.
The newly entered Haier is already among the best in our store. The reason is that Haier has provided high-quality products and good advertising campaign support.
Haier's good SCT booth and product POS selling points highlight the advantages of Haier products, which helps the sales team to convince consumers.
Our well-trained team ensures timely installation for users, which makes consumers very satisfied.
All in all, this year I have seen Haier's great team work hard!
The reason for sharing the above experience is that we can make greater plans for next year, and it should start in October this year.
This letter was signed by Ashish Gupta, the owner of Vijay Sales, India's largest channel. The voices of distributors directly reflect the attitudes of consumers and are also a barometer of whether the market is good or bad.
No channel business will work hard on a brand that has no market potential and consumers do not like. For them, the maximization of benefits is their most real attribute.
There is no better way than to impress consumers and channel dealers. Now, Haier is running wildly on these two paths in the Indian market.
TFT LCD screens are characterized by good development, high screen, strong sense of layering, and bright colors, but there are also relatively power consumption and low cost. TFT screen technology legendary the development of mobile phone color screens. Many of them support 65536 color displays, and even have 160,000 color displays. With a very high screen TFT, the visual advantage is important.
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TFT technology was developed in the 1990s. It uses new materials and new processes for fine semiconductor all-electronic manufacturing technology. It is the basis of liquid crystal (LC), inorganic and organic thin-film electroluminescence (EL and OEL) flat panel displays. It is a variety of films made on non-single materials such as glass or plastic products (of course also on the surface) through methods and chemical reaction forming processes, and a large number of micro-integrated circuits (LSIC) are produced through the processing of the films. Non-single crystal crystals can achieve cost reduction, which is an extension of traditional small integration to large area, function, and direction. Manufacturing TFTs that control the switching performance of pixels (LC or OLED) on large glass or plastic products has a higher technical content than manufacturing complete ICs on silicon wafers. The required production equipment and production technology surpass the production of large-scale integration of semiconductors, which is the luster of modern technology. The main features are:
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