The export volume of 52 million units increased by more than 13% over the same period of last year. The export volume of China's air-conditioning industry hit a record high in the freezing year 2017, but most of the products are OEM orders fulfilled by manufacturing enterprises, depending on labor cost advantages and resources Intensive extensive international market expansion, still dominate the export market of China's air conditioning industry.
Appeal and advocate more demand, it is precisely the weakness and pale of the entire industry.National brand plan and the deepening of the Chinese-made 2025 strategy, while providing the global orientation of China's air-conditioning industry, but also made the current air-conditioned manufacturing China needs to provide air conditioning as a global manufacturing center will last a long time, but long-term in the low-end manufacturing areas of air-conditioning industry to a qualitative breakthrough, upgrading and transformation has become an inevitable trend.
Business progress to promote global air-conditioning manufacturing
Because of the huge demand space and increasing economic development level and the purchasing power of users, China will become more stable as the long-term position of the global air-conditioner industry market center. In the refrigeration year, the shipments in the domestic market reached 80 million units, with China's mainstream air-conditioners Brand collective take high-end strategy, but also well maintained the air conditioning industry's ecological environment.
The road to international market development for self-owned brands is on the rise. Domestically produced brands have stepped up their investment in globalization. Some enterprises even regard the proportion of their own brands as KPIs. However, the vast diversity of geo-cultural and country characteristics , Regional environment, user habits determine the internationalization of domestic brands is not an easy way.More importantly, at a time when the cost of various elements is almost straight down, after the full release of the resources dividend, the traditional and extensive The benefits brought by the globalization model to enterprises have been growing more and more sluggish.
Here it is necessary to mention Haier air conditioning, Haier air conditioning and the mainstream of the development path of the development of different modes, the earliest implementation in the domestic market to sell production model and in the international market adhere to the independent brand production and marketing, Haier air conditioning began The development of the international market to a card-oriented rather than the entire industry's earning demands.This is the most difficult road to development, and Haier air-conditioning after long-term precipitation and accumulation in recent years in the global market has shown a good momentum, but also Brought a lot of hints to the way of global upgrading of China's air conditioner manufacturing.
Globalization of Haier air conditioners
When the domestic brands in the domestic market altogether, when China's air-conditioning industry exports again hit a record high this year, the international expansion of their own brands have made great strides but still slightly slow.China's leading brand of air-conditioning has been In South America, Southeast Asia, Europe and so on through the establishment of manufacturing base, sales offices, research centers, etc., in an orderly manner the brand and manufacturing output, especially in the past few years, the internationalization of home appliances business or brand capital acquisition , Has played a leverage effect on the road to globalization of China's air-conditioning enterprises.
However, overseas Chinese air conditioning industry, domestic brands in a large number of country markets and regions did not account for the dominant position, Haier air conditioning is a lot of bright spots.According to Euromonitor International data, Haier Interconnect Air Conditioning (including intelligent air conditioning ) In Europe, Haier air-conditioning in Russia accounted for the top market share in this year's Haier sales in the region increased by up to 50% year-on-year; in the Italian market, Haier has plowed 18 years of air-conditioning has gone beyond 17 Brand, became the first local Chinese brands; in Malta, Haier air conditioning twenty years ago from scratch, and in the past three years, Haier has accounted for the air conditioning market in the region has been ranked first.
Thailand is the second largest air-conditioning market in Southeast Asia, the latest air-conditioning share data show that the top ten brands, Haier has become China's only independent brand Pakistan is Haier air conditioning a dominance, not only in the market for 11 consecutive years of sales Share of the first, and Haier inverter air conditioner accounted for more than 60% of the overall market share in Indonesia market, Haier and AQUA dual-brand top position among Chinese brands.In the United States is the second largest air-conditioning in addition to China's national market, Haier and GE Appliances double-brand market share also ranks first.
The above mentioned first and the resulting sales, can not be counted in the annual export data of China's air conditioning industry, if these sizes are covered, then the brand structure of China's air conditioning industry may have to rearrange seating. Foreign exchange earnings or a brand, are China's air-conditioning business in exploring the international market, a way to develop different demands of different businesses at different times, different strategies that determine the path of globalization of enterprises. Haier air-conditioning in the international market for a brand Development is even more obvious.
Haier air conditioning record-breaking experience is a gradual process.From the early access to international mainstream channels for commercial brand products on the sales platform, to now set up factories in various country regions, the model of single-person and its subsequent iteration of the upgrade , Is a major feature of Haier's globalization of market-oriented independent brands.In recent years, the rapid development of e-commerce platform to prove that the shorter the distance between the factory and the user, the more obvious the effect of the business model formed, The basic point of the model lies in realizing the zero-distance docking between a human (ie employee) and a single (ie user), and applying the user-oriented concept to the extreme.
Global transformation and upgrading direction
In fact, the data from the Customs point of view, Haier's export volume is not dominant, but Haier is the first in the world for independent brand development companies, has been pursuing the local R & D, manufacturing, sales of Haier air conditioning huge overseas Sales volume is not reflected in the export data, also mentioned above, in many countries and regions, Haier air conditioning production and marketing scale and market share among the best in the local market.
One of the reasons why the internationalization of China's own brands is struggling is that users in a large number of different markets lack awareness of Chinese-made brands, but the needs of users are always present. Therefore, the logic behind the globalization of China's air-conditioning enterprises is that, Brand promotion at the same time, take the trouble to pain point for the user product innovation, which is a great test for each brand, the global culture of the region, the demand characteristics are very complex, but only driven by user needs , Can truly reflect the value of products and brands.
From Haier air-conditioning implementation of the 'one man and one' model and localization of R & D, manufacturing and sales of the 'Trinity' model of internationalization can also be seen from the traditional labor-intensive and resource-based capital as a link to the product as a fundamental , Brand-oriented traction, international user demand-oriented globalization of the new model advances, which will become the air conditioning products really reflect the key to making in China.
If many of China's air-conditioning industry orders to achieve the globalization of products, Chinese companies provide a pool of labor dividends and resource-intensive products; then the globalization of Haier air-conditioning is the user's globalization .Each of the globalization path Have their own advantages and business strategy where, and Haier air-conditioning users seem more grasp of the concept of the market more the essence of the market.
