When the demand for air-conditioners in the domestic market has risen for two consecutive years in a blowout industry and spawned hundreds of brands, it seems that China's air-conditioning industry has ushered in a thriving and prosperous scene. However, the volume and price of the domestic market are going up and the export market A new record high, but can not hide China's air-conditioning industry independent brand in a global context of the disadvantaged position.
But where the market trend and the industry scarcity behavior embodied in a business more obvious, then the market and industry sooner or later will bring huge returns to this business in China to create a national strategy of the moment, the global brand of its own Air conditioning is the only way for the latter part of the air-conditioning industry; in the foreign exchange earnings become the mainstream market demand for air-conditioning now, Haier air-conditioning has been pursuing a licensing mode, long-term adherence to the development of its own brand of global Haier air-conditioning in 2017 once again stand the leader Above the location.
Sales breakthrough 10 million new smart capacity 2/3 has landed
Matthew effect of China's air conditioner market highlights in 2017, the threshold of the top three clubs to upgrade to 10 million units.According to industry online last July, the industrial chain monitoring data show: Haier air conditioning domestic sales, the total export volume has exceeded 10 million units, formally entered At the same time, Haier Air-Conditioning announced in 2017 an additional 15 million sets of smart air-conditioners capacity to meet the continuous rising demand of overseas and smart products and fundamentally break the barriers between supply and demand. Through the existing plant efficiency, Internet upgrade, Haier air conditioning has achieved 15 million production capacity of 10 million sets.
Whether in the international market or the domestic market, Haier air-conditioners hit a record high in the production and marketing scale in 2017. Behind the beautiful market performance, Haier Air Conditioner is an organic combination of product innovation and user demand orientation. It is also the image and industry leader in the development of industry standards The upgrading of the right to speak is the leapfrogging of the road of globalization and multi-brand layout.
Upgrade the standard to control voice
Participation in standards setting, which provides a viable path for the entire industry to act as one of the industry's leading brands such as Haier, is in fact a regulator of a broad range of standards in the supply, distribution and servicing of the air conditioning industry And advocates, 2017, Haier air conditioners such identity and responsibility is most vividly reflected.
According to statistics, the air conditioning industry has released 24 national standards, of which Haier led the development to reach 21, these standards cover the performance of air conditioning products, safety, reliability, installation, etc. Only in In 2017, there are 6 national standards and industry standards that Haier air-conditioning participates in and dominates.
Last March, Haier launched the establishment of the Ergonomics Alliance released the industry's first air-conditioned human thermal comfort evaluation standards to promote the further development of air-conditioning comfort .After five months in August, Haier led the leading air conditioning comfort national standards officially released , To fill the global evaluation of the human body thermal comfort blank.Haar also led the development of the month, "Room Purified Air Conditioning Standards" was officially released to create healthy and comfortable air industry benchmarking. 2017 Haier Air Conditioning lead the release of China's first "Maternal and child air-conditioning standards" and meet the standards of the logo, to provide the industry guidelines for maternal and child air conditioning.
December 29 last year, the state approved the release of "air jet air conditioner technical requirements and test methods" and "air conditioner outdoor unit mounting bracket" two air conditioners national standards, these two national standards led by Haier to develop, fill Jet air conditioning products and installation of the standard bracket industry blank.
These standards also reflect the Haier air conditioning strong industry voice position, especially in the self-cleaning air conditioning health air conditioning feature building, has been the leader in the development of air conditioner market.Almost every standard behind, there is a series or a Haier's products have a dominant competitive role in the market.
The introduction of the standard, to the industry in the corresponding products and sub-functional areas, straighten out the development path and competition order, but also to the business in which, in providing users with high-quality products and services in the process of Chapter Follow, but also to the user to achieve their own rights and interests to provide a guarantee.
User driven: Upgrade air ecology from air conditioner
Almost at this time last year, at the CES show in the United States, Haier devaluation Homekit-based smart home appliances a full set of smart appliances under the era of the Internet of things intelligent and smart home platform is changing Haier air conditioning product attributes, all-Internet industry environment , So that every one of Haier's products has become a network terminal with the user to form a connection, interaction, information collection and distribution.Haier will be cutting-edge technology and home appliances integration, but also changed the connotation of home appliances.
Last March at AWE, Haier released the world's first intelligent air conditioner based on the next-generation NB-IoT IoT technology to explore the establishment of a smart air ecosystem with Huawei and China Telecom. In fact, in the past decade, Haier air conditioners Every year a number of similar initiatives take the lead but spare no effort to promote the intelligent air-conditioning industry.
Haier also made continuous innovations in many segments of the air conditioning industry in 2017. Haier released the world's first air-to-air smart air conditioner to expand its self-cleaning camp in August; the world's first multi-temperature zone High-end Ceiling air-conditioning, by district, custom air supply revolutionary innovation, for the first time to achieve an air conditioning blowing out two kinds of temperature or even a variety of temperature wind; November, Haier 'love +' baby-grade air-conditioning new release, Clean air to the user to breathe fresh air ecological mode upgrade.Holding air conditioning to the air by the ecological model upgrade, Haier become the industry leader in healthy air.
At the CES in 2018, Haier Air-conditioner broke the industry's limitation of smart single product control and introduced the industry's only complete suite of smart home air solutions to upgrade smart home air scene experiences through net-enabled self-cleaning and kitchen air conditioners, Provide global users with constant temperature, constant humidity, constant net, constant oxygen clean air active service.
Haier smart home air solution is an important part of the Haier smart home 7 ecosystem.Haier smart home based on the open ecosystem, with the Internet of Things as the link, from the wisdom of the living room, smart kitchen and other space, the air, water , Food, care, safety, health, entertainment seven big ecological circle in parallel to create a real smart home scene for the user.
Haier Smart Home Solution is also the fruitful result of 'One Man and One' mode in the field of smart life.The core of Haier 's "One Man and One" model is to solve the problem of disjointed employees and users and to connect the needs of employees and users together , Create user lifetime value.
With continuous technological changes and product upgrades, Haier has promoted the further development of air-conditioner product segmentation, and thus create new needs for users.User-oriented has become the concept of supply and marketing throughout the air conditioning industry guidelines, and Haier's users Guided mode is to provide solutions for user pain points at the same time, through product and technology innovation, guide and create new demand content.
Haier air conditioning so many years to be able to take the lead in the socialization of Internet service platform, the practice of man-in-one mode, the popularity of the Internet factory, the implementation of personalized service model, etc. have played an important role, but not at all , Is essentially because of Haier air conditioning technology innovation and product innovation adhere to.Hence precisely because of this, Haier air conditioning will be in the Ai Pulan Innovation Award, PAS Pakistan Prize, TÜV Rheinland safety certification, etc. to get the prize.
Adhere to a record brand to achieve global leadership
March 2017, Haier Haier released the United States GEA, New Zealand Fisheries Parker, Japan AQUA, Casa Imperial, commander in chief of the six brand globalization strategy, in fact before the history of development, Haier has been sticking around the world Within the production and marketing of independent brands.In addition, Casa Di brand worldwide sales in 2017 exceeded 10 billion yuan, commander in the younger generation of consumer groups also further consolidate the market base.
Even though independent brands have become the core strategy of globalization for mainstream air-conditioner enterprises, foreign exchange earnings are still the mainstream appeal of the global development of China's air-conditioning industry, and Haier's brand-new globalization creates a very different development path. Huaguang precipitation and accumulation, so that Haier air-conditioning in 2017 by leaps and bounds in the global development.
According to Euromonitor International's data, Haier is the No.1 brand in the world with the share of interconnected air conditioners (including smart air conditioners); in Europe, Haier's air conditioner occupies the largest market share in Russia, Malta and Cyprus and ranks first in its own brand in Italy; in the United States, Haier And GE Appliances double-brand market share in the first place; in Asia, Haier air-conditioning in Thailand, India, local Chinese brands first, in Pakistan for 11 consecutive years the first market share.
From the Haier original self-cleaning air-conditioning of the internationalization process can be seen the essence of its brand-new development.From March last year, self-cleaning air conditioning to achieve the localization of Thailand production, it has been listed in Vietnam in November, Self-cleaning air conditioners have thus been built in China, Thailand, Pakistan, India and Vietnam, providing differentiated products and solutions for local users based on localization.
The leading advantage Haier has achieved in the field of global air-conditioning with Chuangpai is based on the integrated implementation of major markets, regions and countries in the mode of one-man-one and trinity (local R & D, local manufacturing and local marketing) , Highlights the Haier air conditioning user-oriented global strategic layout.
From technical innovation to product upgrading, from standard setting to market expansion, from global brand layout to global user orientation, Haier Air Conditioners achieved rapid rapid growth in all aspects in 2017. According to the latest data, in 2017, Haier Group Global turnover reached 241.9 billion yuan, an increase of 20%; profits and taxes for the first time exceeded 30 billion yuan; social interaction generated transactions (GMV) exceeded 1 trillion yuan for the first time, an increase of up to 273% In 2018, a new starting point will be built for the development of the more distant future.
