On the evening of October 30, Qingdao Haier released its third quarterly reports of 2017. Among them, Haier's refrigerator business accounted for 38.09% of the total, ranking the first in the industry. At the same time, the Haier refrigerator reached the first place in the industry with a record high of 2.31.
By the manufacturing raw materials prices, overcapacity, the entire freezer industry continued to slump, the industry retail sales in the first half fell 0.37%, the third quarter is the emergence of a number of brands showed a negative growth in retail sales while Haier freezer in the average Unit price of 216 yuan under the premise of the industry, still be able to achieve a substantial lead, mainly due to its products, categories, brands and other aspects to achieve a higher dimension of an all-round upgrade.
Products: Diego new product technology, upgrade the user storage experience
Under the wave of complete upgrade of user demand, Haier freezers entered the active period of technological innovation and product iteration, integrating global R & D and technical resources to develop the only "windy" freezer and air-cooled frost-free freezer in the world to achieve cryogenic freezing and 0 Frost, to provide users worldwide professional frozen preservation solution.
Category: Create a differentiated category camp to meet the needs of user segmentation
From a category point of view, Haier freezers extended the emerging categories such as wine cabinets, vertical freezers and breast-milk freezers, and avoided the subdivision of different communities due to the homogeneity of products Family Collection The demand for wine storage has become the 'wine storage choice' for the business elite. Breast-freezers provide professional temperature and zonal storage of breast milk storage solutions for mothers and children, making them a trendy home appliance highly respected by both mother and child.
Brand: The implementation of global brand operations, overseas distribution achieved remarkable results
In addition, the global operation of the brand freezer Haier also benefit greatly from the market performance gains.It is reported that Haier freezer in the world has six integrated R & D center, 10 design centers, 29 Trinity local base to local design, manufacture, Sales, to become a truly global enterprise.In South Asia, Haier freezer is the Pakistani market, the first brand, the market share in the first place; in Africa, Haier refrigerator won the Nigerian market 11 consecutive championships in the The global market, Euromonitor International data show that Haier refrigerator in 2016 with 21.6% market share for 6 consecutive years in the world.
According to the disclosure of Haier's three quarterly newspapers, with the continuous growth of market share, Haier freezer has also completed the optimization of resource allocation in terms of technology research and development and product category segmentation, and its future picture is becoming clearer and more complete.