China has always been positioned as a "factory of the world," being "downstream" of the global industrial value chain, with a right to speak of the distribution of profits and a brand name that is dominated by Europe and the United States. OEMs become a 'cutting edge' hanging over 'Made in China'.
This is particularly evident in the United States, the world's second-largest air conditioner market.Data released online by the industry show that the number of American air-conditioners reached 10.94 million sets in the cold of 2017. Meanwhile, driven by a moderate economic recovery and hot weather, However, for a long time, the U.S. market has been dominated by Europe, the United States, Japan and South Korea, and the overall awareness of Chinese brands is not high.
U.S. local time on January 22, 2018 in the United States International Air Conditioning, Heating and Refrigeration Equipment Exhibition (AHR Expo) opened in Chicago the same day, Haier air conditioner to release such a signal: Electrolux monopoly in the US air conditioner market by Haier's end Statistics show that Haier + GE Appliances air conditioner share of 27.2%, more than Electrolux brand Frigidaire ranked first, the share is almost the sum of the second and third.
Europe and the United States, Japan and South Korea have long dominated, with the exception of Haier TOP5 no Chinese card
For example, the European and American brands Whirlpool, York, Carrier, Japan and South Korea Department Daikin, Panasonic, LG, Samsung, the recognition of the market is the world's home appliances industry racecourse. Are high.Among them, LG, Electrolux, etc. have ranked first for many years in the United States market share.
In contrast, Chinese brands are very strong in the country, but going abroad generally use OEM foreign exchange earnings, falling into the OEM's dependence on the road.In the United States, less mainstream brands of air-conditioning in China, the United States split the majority of local brand sales from China OEM products.
Of course, there are exceptions to Haier as the representative of Chinese enterprises committed to the globalization of their own brands.New market data show that the proportion of the United States TOP5 air conditioner market share are: Haier + GE Appliances dual air conditioner brands accounted for 27.2%, Electrolux 17.7 %, LG11.1%, Kenmore 5.8%, Whirlpool 2.5% .Can be among the top 5 local air conditioning brands in China, with no other than Haier.
Globalization of independent brands landing the United States, Haier 'dormant' 19 won the market first
Haier since the beginning of the United States, chose the 'hard first easy to' independent innovation path 1999 Haier for the first time in the United States exports of air conditioning in April the same year, Haier in the United States established the first localized Ha Carolina Manufacturing base.
Since then, Haier successively established Haier Design Center in Los Angeles, Haier America Trading Company in New York, Haier Silicon Valley Innovation Center in CES this year, and training centers in New Jersey etc. In 2016, Haier acquired GE Appliances and started to implement Double air-conditioning brand management strategy, the formation of R & D, manufacturing, marketing Trinity localized management structure.
Haier + air conditioners won the market share for many years, and Haier won the market share in 2005. Haier Window Machine Air Conditioner set the number one brand in the United States and China in 2005, and remained the No.1 of China's independent brands for 13 consecutive years. In 2017, Column market share first.
High-end and brand-new: Haier push the entire scene of the wisdom of the whole family air solution
For global brands, going overseas is only the first step. Whether it can grasp the needs of users and overcome 'acclimatization' is the real test. "Haier Trinity localization 'to meet local conditions' to meet the individual needs of US market users. At the AHR Expo in the United States in 2018, Haier and GE Appliances exhibited full-scene smart home air-conditioning solution featuring net boundary air conditioners, Ceiling air conditioners, GE Appliances smart window machines and self-cleaning air conditioners with the highest energy efficiency of 43SEER in the United States Program.
For example, GE Appliances smart window can be connected with Google Assistant, Amazon Alexa speaker and support for Apple's HomeKit platform to create a win-win smart ecology. At the show site, Thomas, a U.S. user, experienced the voice control Geneva Intelligent air conditioning Thomas instructed Alexa loudspeakers: 'Geneva, to raise the temperature of the air conditioner'. "By talking, the air conditioner was set to a heating mode and the temperature was adjusted to a comfortable temperature of 26 ° C. At the site, Haier demonstrated a net- Air conditioning a beam of light demonstration. In a confined glasshouse filled with high concentrations of PM2.5, net boundary self-cleaning air conditioning boot 3 minutes to swallow the formation of 'haze' beam, purification effect comparable to professional air purifier.
Haier upgraded the air solution for the whole climate in response to the large span of the U.S. territories. In the extremely cold winter in the northeastern United States, Haier air conditioners can achieve ultra-low temperature heating at -30 ° C. Haier's self-cleaning air-conditioners solve the southeast hot and humid conditions The secondary pollution caused by dirty air conditioning.At the same time, in order to solve the problem of loud noise in the United States window machine, Haier introduced ultra-quiet air conditioning, noise reduction 40%, the user named "the world's quietest air conditioning!" GE Appliances and Haier Brand air conditioners have also been the United States authoritative magazine "Consumer Reports" as 'BEST BUY'. In 2018, Haier and GE Appliances jointly introduced round hole new appearance air conditioning and split air conditioners will soon be available in the United States.
Haier, GE Appliances, Casa Imperial, Marshal, AQUA and other multi-brand clusters, as the earliest enterprises in China's home appliance industry to globalize their own brands, co-operate to meet the needs of global users. In Europe, Haier air conditioners are used in Russia, Malta , Cyprus first in market share, ranking first in China's own brand in Italy; in Asia, Haier air-conditioning occupy Thailand, India local Chinese brands first, in Pakistan for 11 consecutive years the first market share.
For 12 years, Haier has been committed to becoming a leader in the paradigm of the Internet of Things (IoT paradigm), and the exploration of this model takes the lead in the field of intellectual life. Among them, Haier air-conditioning is an important part of it. Through the open ecology Continue to meet the needs of global users and create lifelong values.At the same time, experts said that the "one man and one man" model is becoming the next social model and is bound to bring a "textbook" reference for the transformation of the Internet of Things of all kinds of enterprises.