What is made in China?
'Made in China'?
In 2013, a survey of 1,500 Americans by HD Trade Services, an international marketing firm, found that although Made in China swept the United States, 94% of Americans could not call out a Chinese brand, and the only Chinese brand that can be thought of was Haier , Lenovo, Baidu, Huawei and Air China.
Recently, the World Brand Lab (2017) "World Top 500 Brands" ranked by the World Brand Lab, State Grid, Tencent, Haier short-listed TOP50, of which the Chinese home appliances first brand of Haier from the previous year Of the 76 to 50, is the only 37 white list of Chinese companies.
In Google, Haier also ranks first in the world in appliance searches with nearly 10 million searches, more than double that of Siemens and nearly three times that of Samsung, marking that China's home appliances are beginning to surpass those of Europe, the United States, Japan, and South Korea.
The world's largest home appliances manufacturing base reduced to others 'wage earners'?
Throughout the history of the development of China's home appliance industry, most companies take the route from OEM (Manufacturing) to ODM (Own Design) to OBM (Private Label Manufacturing and Marketing) and thus form A mature home appliance industry with a scale of more than 200 billion yuan and the largest home appliance manufacturing base in the world.
LG, Panasonic, Toshiba, Siemens, Electrolux, Philips, Whirlpool and so on, almost all the world's appliance brands have produced in China, joint venture or OEM products.
According to incomplete statistics, nearly 95% of the world's top 500 home appliance enterprises have OEM products in China.
OEM production, exports earn foreign exchange, a short time can make the sales scale, but there are some drawbacks appear.
For example, the cooperation between TCL and France's Thomson on TV sets and DVDs made TCL quickly become the largest TV manufacturer in the world without rapidly opening up markets in Europe and the United States. It also suffered losses of 2.7 billion yuan and 3.0 billion yuan in 2005 and 2006 respectively.
Therefore, the research and development of independent brands, the manufacture of Chinese enterprises is still quite important.
China's first brand of home appliances globalization, because they took these three steps
In the past to see the brand's core assets and value, see how much money can be made, and now look at how many users created, in the end how many user resources, not how much faster than others sell, how much.
On January 1, 2018, according to the 2017 Global Large Household Appliances Survey released by the world's leading market research firm Euromonitor, China Haier ranked the first with a share of 10.5% and Haier's 9th Reelected the world number one.
Perhaps from Haier's development path to China's home appliance industry, China's manufacturing industry to find some inspiration
Independent licensing, the global ring ring 'China card'
Chinese home appliance brand sail to the sea at the beginning, the opponent is a strong Japanese, Korean, European brands, how the region has occupied opponents have put up the banner of China is China's home appliance brand facing the first difficulties to go to sea.
Throughout the home appliance market at home and abroad, influential in the international market and visibility of enterprises, all through the internationalization of its own brand of the process.Samsung out at the beginning of the sea, from both technology and brand at the same time force, launched in the world 'Brand rebuilding' project, thus enhancing Samsung's global competitiveness.
As early as 20 years ago, Chinese enterprises vied with each other for export products and OEM products. As a result, Haier pioneered the first shot of 'brand export' to develop, manufacture and market the 'Trinity' Create a brand. "
It is noteworthy that Haier did not choose from the very beginning an easy way to go, the first stop is actually Japan's refrigerators are not sold in Germany.
Haier's overseas brand-building process is like a knock-down process when it was first set up in the Mainland by "smashing the refrigerator." At the same time, the development of advanced industrial technology in Germany is also a process of enhancing each other's strengths and improving oneself. , Haier in just three years won the German customer approval.
Not only in Germany, but also in developed countries such as Europe, the United States and Australia, Haier has become a mainstream brand. Just as we all know that the 'apple' cell phone in the United States, one billion users in more than 160 countries around the world also pass' Haier Brand 'of home appliances, re-recognize the Chinese brand!
Global layout, localization strategy to enter the hearts of overseas users
Own brand survival difficult overseas, which is why most Chinese household electrical appliance enterprises choose to open an overseas market OEM reason: independent innovation brand first to obtain user trust, like doing now from the media, the public number a lot, perhaps a day net increase of 1000 fans, But in an instant there may be 500 people getting off or becoming a zombie powder.
From buying customers' products to 'users', it reflects Haier's changes to the changing market and the more diverse needs of people in the new era. Localization is the easiest way for overseas users to accept it.
Haier started building factories in the United States in 1999. At that time, the general situation in China was that many enterprises took advantage of short-term foreign exchange profit in the tide of OEM and OEM, which was indeed a bit silly compared with that of Haier.
However, from a long-term strategic point of view, still able to see through the original Haier layout of the 'secret.' Now Haier has 108 manufacturing centers in the world, 24 industrial parks, 10 research and development centers, an average of every minute 'Haier Off the assembly line.
In the brand layout, Haier from the world's first white brand to the world's first home appliance brand cluster, has the first kitchen appliances in North America GE Appliances, New Zealand's top international appliance brands Fisher & Paykel, Japan's most popular high-end brands AQUA, the preferred international brand of high-end home appliances Casa Di and the young fashion brand preferred home appliance brand leader. 6 major brands, from R & D to manufacturing, marketing Trinity localization, access to Haier global 1 billion users.
Politicians, royalty, professionals, ordinary people, corporate executives ... Haier even captured the engineers of the German century-old home appliance brand, boarded Times Square in New York and Tokyo Ginza, becoming the gift of the former president of Chile.
The road to globalization of independent licensing, always adhere to the independent original
Once, as Chinese goods gradually went to the international market, 'made in China' was labeled as low-cost, fake and inferior, low-level processing without independent intellectual property rights, etc. This simple processing and copying without core technical support needs to be sacrificed Large amounts of resources, the environment and cheap labor can get a low margin.
Haier independent brand-building on the road, always adhere to the independent original, with a Taiwan-class world-class innovative products, torn off the body made in China's cheap labels.
At present, Haier has built a global R & D system of '10 + N 'to utilize the global R & D center's radiation force to create a global innovation partner community platform. According to different user pain points, Haier can open up to 24 hours of N global Research and develop power until the best solution is developed N is a variable that varies with user needs.
With a global R & D layout, Haier occupies industry NO.1 in terms of industrial design, patents, participation in standards formulation, and national awards for science and technology. Among them, 80% of the international standard for home appliances in China comes from Haier; and the international design of Chinese home appliance enterprises Award is up to Haier, a total of nearly 200 awards; China has the largest number of inventions in overseas layout of the home appliance business is Haier; National Science and Technology Progress Award is also the largest winner Haier.
Haier Thanksgiving month, a perfect bloom of Chinese brand innovation strength
On the road to globalization, Haier has won over a billion users worldwide with its own brand name, and in December 2017 Haier launched a one-month 'Thanksgiving Month' event in 42 cities across the country in order to be grateful to its 1 billion users.
This 'Thanksgiving month', not a promotion, but the perfect bloom of Chinese brand innovation strength.
The highlight of 'Gratitude Month' is the release of new products. 52 innovative and disruptive products are concentrated on the world premiere. They carry the R & D achievements of Haier in the past year and are all the only technologies in the world or pioneering.
For example, a washing machine that runs smoothly across a lifted frame can be 'stacked' on a washing machine with wine glasses and coins.
The world's first air-conditioning purifier air-conditioning; aerospace-level sensitivity to prevent leakage of natural gas water heaters; anti-dry gas stove ... ... The real home appliances and real life is closely related to everyone's life, innovation and technical breakthrough even more intentions.
The entire Thanksgiving month Haier online retail sales of 11.7 billion, an increase of 22%; of which, the offline market performance is clear, the online industry under the negative 6.6% of the status quo, Haier increased by 7%, accounting for 16.6% market share, leading Industry market.
At the same time, under the guidance of high-end quality life, thanksgiving month purchase accounted for 28.4%, 52 new products accounted for more than 20% .And from the entire Thanksgiving month consumer trends, the user replacement has become another growth point for the entire market.
Globalization, we need is the Chinese brand
Industry experts believe that the increasingly intense competition in the white market, Haier can win the world 1000000000 users and 9 years in a row to sit tight in the global market champion, behind the R & D and manufacturing process through its user thinking is the engine of power.
'Made in China' has long been swept the world, but now 'created in China' is the direction of Chinese enterprises.More and more Chinese manufacturing enterprises are trying to do the brand globalization, in the future there will be more to represent China The Chinese brand of manufacturing level goes global and truly lets the whole world understand and recognize China's quality and brand more clearly.
Made in China really rise, will not wait too long.
