In the long-term occupied Israeli market in Europe, the United States, Japan and South Korea, the market is not only saturated, the brand pattern is basically shaped.China's refrigerator brand as a latecomer, in the face of such a market environment, most enterprises rely on OEM exports without outstanding performance, The tripartite body as 'others', the basic negligible.Herre refrigerator and Europe and the United States, Japan and South Korea on the same stage competitive, successfully gain a firm foothold, not only among the forefront of the Chinese brand, but also beyond the foreign brands to open the door to high-end market share the first.
Israel opened the door to the high-end refrigerator market, Haier accounted for 43.9% catch up with foreign brands to win
According to GFK statistics, in the high-end refrigerator market in Israel, Haier opened the door refrigerator market share of 43.9%, ranking first in the same category, accounting for almost half of the high-end refrigerator door market share, while the second and third 43.5%.
For the Chinese refrigerator enterprises, the Israeli market appears to be a big cake, but the competition is fierce.On the one hand, Israel is a completely open market, dominated by home appliance brands such as Europe, the United States, Japan and South Korea, etc. On the other hand, most Chinese refrigerator brands When entering Israel, the OEM way to walk, just in accordance with the requirements of other brands do wedding dress for others.
Faced with this situation, since entering Israel in 2007, Haier Refrigerator is not only building its own international brand, but also represents the highest level of China to create 'high-end brand-building' road.By studying the habits of local users, Haier refrigerator According to this demand, a large volume of open refrigerator has been found, which meets the user's needs for a variety of foodstuffs storage. At the same time, Haier's exquisite appearance and innovative technology of open refrigerator And Israel's sense of science and technology complement each other to provide users with high-end and luxurious services.Thus, Haier on the refrigerator door occupy the top spot in the same category is in line with user needs.
Haier to overthrow the "quantity to profit" pseudo-proposition, out of the world's own brand-new path
In fact, the Israeli market is only a microcosm of Haier refrigerator globalization of the road.From 1999 in the United States since the establishment of the factory, Haier refrigerator for two decades insisted its own brand and global users' dialogue 'in order to remain in the other brands' In order to seek profits, limited to cheap manufacturing exports or OEM, not only to build a coordinated global layout, but also in North America, Asia Pacific, Australia and other dwell in the market share NO.1.
In research and development capabilities, based on Haier's ten R & D centers built around the world, Haier refrigerators can converge innovation direction with no dead ends and produce disruptive inventions. In 2017, the number of global patents disclosed by Haier refrigerators was 708, ranking first in the industry Two and three were 309 and 77. In manufacturing capacity, Haier refrigerator has 30 factories, the production capacity of 30 million, the industry No. 1, both the number of production and quality, are higher than that of overseas factories in China In addition, Haier, Casa Imperial, AQUA, GE Appliances and other brand clusters have been formed in the globalized layout of Haier refrigerators. The multi-brand synergies have been established to meet the differentiated needs of different markets and enhance the world image of Chinese brands.
In the global competition, China's household electrical appliance enterprises are ushering in a new phase of turning and running and leading the coexistence of some areas of China has even been at the forefront of the brand influence from the point of view, Haier refrigerator through the exploration of ' 'Model, allowing employees and users to interact with each other on a continuous basis to meet the storage needs of consumers around the world, which is why Haier can enter markets such as Israel and become a leading brand.