US local time on January 22, 'Haier' brand boarded the US headlines.As hailed as the birthplace of global air-conditioning, one of the world's largest air-conditioning market, the US air-conditioning market data show Haier ranked first with absolute superiority Bit, is also the first Chinese local brand air conditioning.
2017 American market air conditioner market share of brand data
For a long time, the Chinese enterprises go beyond the sea into nothing more than cut into the fast, but the lack of brand-benefit revenue foundry model, as well as investment, the revenue is unknown but can establish a reputation of the user licensing model.In most air-conditioning companies choose OEM moment, Haier Air conditioning with the results proved that China can rely on air conditioning OEM victory over OEM, has become a 'Chinese card' to win the approval of overseas users.
'Unknown brand' troubled by the 'World Factory' era
In the past, China became the world-famous factory in the world due to its labor force and low cost of land, etc. Many home appliance enterprises are mainly engaged in undertaking OEM orders of foreign brands, and after they have produced their products, they paste their counterparts' trademarks into the world.
You know, foundry companies are located in the downstream industry value chain, the profit distribution has no say. Even for the world's highest profit mobile phone iPhone OEM, at a price of thousands of dollars per case, foundries can Get more profit is less than 30 yuan per unit.More sharply the data is that in 2016 despite a generation of Apple's revenue revenue grew 0.8%, but net profit fell 8.7% year on year, it is Apple to lower the foundry Price caused.
At that time the mainstream voice in the industry at that time was mostly 'making the brand must make a loss, so as to make the foundry no matter the cash flow or the profit has the guarantee, the little does not matter.' The rapid profit-making foundry pattern has attracted a large number of enterprises to flock to, but still Some enterprises realized the dilemma of "no brand inside the country door." Haier, which was hailed as the "home appliance kingdom", became the representative of the brand awareness awakening enterprise at that time and took the lead in adopting the international market expansion strategy of "getting rid of hard and easy" and Haier air conditioner From 'China brand' to 'global brand' change.
'Brand Core' Haier air conditioning has become the new impetus to the United States
The idea of creating a brand in the world may seem a bit silly at the time, but it is very forward-looking now. Under the main logic of creating a brand, Haier air-conditioner entered the US market in 1999 and started exporting air conditioners. R & D, manufacturing, marketing 'Trinity' under the guidance of the localization of development mode, since 2002 Haier will supply the US market, portable air conditioning and ENERGY STAR air-conditioning and many other products meet the needs of US users. With years of deep plowing, more and more The more American air conditioners have a striking 'Haier' logo.
Haier air conditioner in a police station in Massachusetts
All say OEM is a better way than creating a brand, Haier air-conditioning also proves that Chinese enterprises can grasp the needs of users and can completely defeat 'OEM' with a brand. In 2016, GE appliances joined, 'Haier air conditioning usher in a new growth point.At the recent air-conditioning industry in the United States market data show that Haier air-conditioning market in the United States ranked first in the industry, the local user awareness of China's air-conditioning brand only Haier' from China's own brand first to the United States The market first, Haier air conditioning spent 13 years.
January 22, the global air-conditioning industry event - the United States Refrigeration Exhibition (AHR EXPO) once again invited to attend the Haier air conditioning, Haier air conditioning on display at the scene is the theme of 'Haier Comfort, Higher Living (comfortable living, Haier create)' Among them, Haier brand differentiated air solution for low temperature, subsidized energy efficiency requirements in different regions and air solutions for small space window machines are all targeted at the U.S. geography, climate and other conditions and output after user interaction.
Today, GE Appliances smart window machines work together with Haier to create a win-win ecosystem of Amazon Alexa speakers, Google and Apple HomeKit and other resources side to provide users with a convenient experience.For example, the user just Alexa audio, etc. 'Geneva, open Air conditioner ', you can enjoy comfortable air-conditioning temperature in' communication 'with the air conditioner.
Create a 'Chinese Brand' Recognized by Users Worldwide
Haier Exploring 'Man-in-One' Model In 12 years, Haier has been committed to becoming a leader in the IoT paradigm and its 'localization' model has also enabled Haier's air conditioners to 'blossom in the global market.' In addition to the U.S. market, Russia, Pakistan And many other countries have become the main stage of Haier air conditioning, in India, Thailand, China has made its own brand first.
Euromonitor International Haier issued the world's first air-conditioning sales certificate
As overseas users of 'Haier' brand air-conditioning approval, orders from overseas users after another, so that Haier air conditioning has become the world's most powerful Internet air-conditioning brand.In order to meet the urgent needs of users and distributors Haier air conditioners, Haier Global 10 Large research and development base, 24 industrial parks, 108 manufacturing centers, 66 marketing centers and 143,330 sales networks have been achieved to meet the needs of users.
Opportunities and Challenges of Globalization At present, every Chinese enterprise is looking for a breakthrough. In fact, from those successful enterprises, it is often found that the brand itself is based on the user's needs to do fine and fine. A model for the first time in nine consecutive years, Haier appliance retailer ranked first in the world, but also to Haier air conditioning to become the world's No. 1 brand of Internet air-conditioning can brand in the hearts of global users in the business, also doomed to success is not a coincidence.