November 20, CCTV news channel to open 'India made' as the theme of China's home appliances introduced Haier refrigerator India base expansion put into operation, Haier refrigerator local production capacity will increase 5-fold, production capacity reached 180 million units in India, localized production Share will account for 96%, which means that Haier is China's home appliances in India, the first localization of the enterprise.In addition, the Haier refrigerator India base expansion put into production, Haier refrigerator global supply chain is an important part of the Promote its global distribution more perfect, accelerate the completion of the global market layout.
In recent years, taking advantage of China's "One Belt and One Road Initiative" initiative, the Indian market, with its huge potential for development, has always attracted the attention of Chinese enterprises, but for the Chinese home appliance enterprises, India's 'big cake' is not very good. , Infrastructure problems, leading Chinese home appliance companies in the domestic market if the product is directly transplanted, often lead to failure.
However, Haier refrigerator in the face of these problems is an exception.According to reports, data show that Haier in the BM refrigerator category market share of more than 70%, the absolute achievement of the BM category to lead.Hangzhou appliance industry group vice president Song Yujun said: Many of our products are designed specifically for Indian consumers. What Indian consumers need, and we develop products that meet the needs of Indian consumers. '
Due to religious reasons, India is still the vegetarian kingdom, need to keep fresh vegetables accounted for more than 75% of the ingredients, therefore, Haier refrigerator BM concept to achieve the next freezer under refrigeration. Indian Pune Haier Industrial Park, Indian employees Ji Ji It said: 'The refrigerator put the refrigeration function on the top of the vegetables, which is a unique design.' This design also received a large number of fans, making Haier refrigerator India consumers favorite Chinese brands, Haier BM refrigerator Realized two years to triple.
In the past, Indians were well aware that Chinese products were primarily 'Made in china' sign and were able to experience the manufacturing power of Chinese enterprises, however, most of these enterprises are OEM forms that do not have their own R & D, manufacturing and distribution channels leading to Its market competitiveness is seriously insufficient.Now Haier refrigerator has completely broken the status quo, so that 'Brand in China' take root in India and become many Indians in the eyes of local brands, they call it 'Haier, India'.
'Made in India' is just a microcosm of the globalization of Haier's refrigerators. Since the late 1990s, Haier has established its first overseas industrial park in the United States. To date, Haier's refrigerators have built 6 major brand expansion networks around the world. 30 A number of R & D, manufacturing, marketing 'Trinity' localization operations base to achieve the 'Made in USA, Made in Japan, Pakistani made', etc. In Russia, Haier refrigerator market share in the high-end refrigerator matrix No. 1; in France, Home appliances store selling the most expensive refrigerator from Haier; Euromonitor International said Haier refrigerator with 16.8% market share 9th won the world No. 1.
It is reported that under the leadership of the 'going out' strategy and the 'One Belt and Road' innovation strategy, Chinese enterprises represented by Haier are actively laying their overseas positions and believe more and more Chinese enterprises will become the leaders in international competition.