In 2018, the high-end home appliance market may change because of its beauty.
China Household Electrical Network reporter exclusive learned that Midea Group will release a new high-end brand strategy this year, the positioning of the new brand will be higher than the Casa Di, the United States has formed an independent team, an independent trader to operate, and the product line is ready, the product line Consistency, human-computer interaction.
After all, high-end brands still can not rely on the beauty of a single category of various business units to support this year, the group will consider and layout of high-end brands unified ', the United States, a responsible person told reporters.
It can be said that in the present stage of the escalation of consumption and the increasingly prominent demand for quality, the high-end brand in the United States is like a knot that must be solved.
'America's own sales growth do not have to worry about market share is not worried about, but the core is to adjust the structure to see whether changes in the proportion of high-end products is fast. The proportion of high-end products to achieve the first is the market leader' High-end significance.
Over the years, the United States, the various business segments in the terminal sales despite the abject, but in the high-end market, the United States had a relatively weak brand rights.
December 22, 2017, at the Ninth China High-end Home Appliance Trend Release and Red Top Award Presentation Ceremony, the "Top China Consumer Electronics Consumer Survey Report 2017" released by the Top Award Organizing Committee shows that the purchase of high-end consumers Refrigerator and washing machine to consider the first three brands followed by Siemens, Haier / Casa Di, Samsung, the purchase of hood considered the first three brands are side too, the boss, cherry, air conditioning to consider the purchase of the first three brands are Gree, the United States, Haier / Casa Di, the first three brands to consider buying a dishwasher followed by Square too, Siemens, the United States, to buy steam / oven to consider the first three brands followed by Siemens, party too, the boss.
At present, the majority of Midea's products have achieved market first in the fields of small household appliances such as rice cookers and microwave ovens, while most of the ice-making and washing machines occupy the second place in the market. Although the United States leads the scale in the kitchen electric field, Compared to not enough to force.Technology has been more than the main rival, but from the technology leadership, product leadership, to the market leader still takes some time.
'We sell strong, but the brand, the planning is still relatively weak.' The beauty of the people admitted.
Currently in the United States and the Group of various business divisions, there is an intensive work is to enhance the proportion of high-end products, increase the average price of the product.China Home Network reporter was further informed that the United States in the average price increase significantly on the performance of refrigerators and washing machines, An increase of 30%, the average unit price increased by 25%, is the refrigerator over the past decade the largest growth rate of the year. The average unit price of electric water heater in the United States also surpassed Haier, gas water heater from second only to Wanhe, the price rise benign.
In the promotion of high-end, the United States has also begun to call the advantages of multi-brand.Microsoft's acquisition of Toshiba in 2016, the Toshiba brand will be rolled out in the world will be the United States one of the next job, in addition to the United States in 2017 and Electrolux joint venture In China, the introduction of high-end German brand AEG, the reporter was informed that in June this year, AEG will have product launches, the main channel of the project, targeting Germany Germany Miller.
'Two years ago we started to do a series of planning, but still take some time, the next 3-5 years will be gradually introduced, the United States will have a brand-new image of a change.' Said the person in charge said.