From the production and marketing model to the manufacturing model, from the product matrix to revenue, from the domestic market to international and brand-new, in January 25, 2018, Haier strategic communications results of the meeting, Haier will each of the above aspects Changes in recent years have come in the presence of more than 100 media outlets, including revenue figures that envy many of its peers.
Vice President of Haier Group China chief market officer Li Huagang
According to Li Huagang, vice president of Haier Group and chief market officer in China, Haier Group's global revenue reached 241.9 billion yuan in 2017, an increase of 20% over the same period of last year. In addition, the profit and tax of Haier Group exceeded 30 billion yuan for the first time in the past year and the global operating profit Year-on-year increase of 41% .Among them, the overall sales in China increased by more than 25% year on year, overseas market revenue accounted for more than 47% .A series of fiery data, sketched out the best ever Haier, these gorgeous Behind the data, Haier is in the manufacturing, product development, marketing, and so many dimensions of the escalation.
The first of core categories and product innovation
Li Huagang also mentioned at this meeting that Haier has been the No. 1 global brand of household appliances for the ninth year in a row, with the refrigerator occupying the No. 1 position in the world for 10 consecutive years.In addition, Haier Group's washing machines, freezers, wine cabinets and water heaters Of the market share in the world in 2017. In 2017, Haier's brand value was 1,786.76 billion yuan, the most valuable brand Haier in the Chinese market for the past 16 years has never been missed.
In the Chinese market, Haier large home appliances while maintaining rapid growth, market share also gained 1.2% growth.More importantly, the upgrading of product structure fully reflects the Haier business quality improvement, Haier products in 2017 delivery are The price rose 387 yuan, an increase of 18% .This is a product of competitiveness to enhance the full manifestation of all the growth is based on the past few years, Haier product innovation on the basis of success.
January 25, Haier conducted a detailed exposition of the transformation results in recent years
Haier Appliance Group Vice President, Wang Ye, general manager of advanced research and development Haier in recent years, the original technical innovation described in detail in the refrigerator products, Haier MSA technology to achieve the appliance industry-level professional preservation, Wang Ye mentioned: 'China so far only one standard for home appliances is dominated by China, there is no second, this standard is the MSA oxygen preservation standards.' Haier in the washing machine also has a landmark product launch, Castellan see Series of air wash function, direct drive frequency conversion motor technology, RFID clothes lianlian ecological world really landing IOT washing machine. Self-cleaning series of air-conditioning is Haier representative of such products on the technical innovation, Haier self-cleaning air-conditioning to achieve the machine Intelligent clean, clean room environment, the integration of empty net.Of course, freezers. Wine cooler, water heater, kitchen appliances and other household appliances, Haier has a wide range of innovative initiatives.
Haier Appliance Group Vice President, ahead of Wang Ye, general manager of R & D
Haier can see from another set of data on technological innovation competitiveness.According to Wang Ye said Haier has won 14 national scientific and technological progress awards, accounting for two-thirds of the home appliance industry, the only national appliance in the history of scientific and technological progress Award was born in Haier Haier Haier won the International Design Awards accounted for the proportion of China's home appliance industry is about two-thirds, accounting for the proportion of the world's white goods over 30% Haier's overseas patent technology more than 9,000 , Of which 60% of the patents obtained are invention patents.Moreover, 80% of the international standards for home appliances in China come from Haier.
'Haier's leading lean is world-class original technology to bring the ultimate experience to users,' Wang Ye also said: 'Haier through the line around the world's R & D center, including innovation center, our philosophy is where the user, Where are the pain points? Where are our R & D centers and innovation centers? We have launched the '10 + N 'model to participate in the R & D and innovation of Haier through the online Home platform reaching more than 3 million resources around the world.
Casa Imperial and Global Innovation
Haier has a multi-brand distribution worldwide including Haier, Casa Imperial, Marshal, Fisher & Paykel, GEA, etc. Among them, Casa Imperial is one of the biggest bright spots. About a month ago, December 27, 2017 , Casa Di held in the same day the high-end appliance manufacturing process of the whole release activities, the event revealed that in 2017 the total revenue of Casa Di brand global revenue of more than 10 billion yuan.And on January 25, Li Huagang said: We took two years to occupy the first brand of high-end home appliances in China. "He also mentioned that Casa Di embodies the three high-rise leaders under the upgrade of consumption, namely high growth, high unit price and high share.
The contents of the January 25 meeting showed that the revenue of Casa Imperial increased 40% YoY in 2017. The average unit price of Casa Imperial in refrigerators was 2.7 times that of the industry and 1.6 times that of foreign brands; the average unit price of drum washing machine products 2.1 times that of the industry and 1.9 times of that of foreign-owned brands, and the average unit price of air conditioners is 2.4 times that of the industry and 1.5 times that of foreign brands. In 2017, the share of Kasati in the high-end segment of the price band of 10,000 yuan reached 35 %. Li Huagang said without a joke: 'Today, buy high-end appliances, knowledgeable will buy Casa Imperial.'
Many people may not know, Haier in the domestic market is not a product is sold through Yahuo, but not in overseas markets, a product is manufactured through foundry, in fact, so many years in the international market Haier has been pursuing And brand-building mode. In 2017, Haier's sales volume in the Americas market is three times that of the industry, five times that in the European market, three times in the Australian market and four times in the South Asian market. Revealed that in 2018, Haier Group will account for more than 50% of overseas revenue.
It is worth mentioning that Haier's global layout is first of all localized manufacturing, which has 54 overseas factories, to provide 20 million units of products, including locally-made refrigerators in the local sales reached more than 70%. Haier is also localized research and development based in the world's top ten R & D center, nine overseas.
There is also a set of data that can be a good description of Haier's overseas market position in France, Haier Group French lang refrigerator for up to 2,999 euros, multi-door high-end share reached more than 25% in India, Haier refrigerator average unit price High-end counterparts 10%, 8% higher air conditioners, washing machines higher than 5% .In Pakistan, Haier cold wash empty for the first time in six years market share, high-end Haier washing machines accounted for up to 43%, air conditioning accounted for 65%.
Therefore, Li Hua just said: 'We do not rely on low prices to fight overseas markets, we rely on the mainstream to win high-end overseas markets, we use high-quality products to meet the needs of local users.'
Man-in-one mode and user-oriented
Haier also released the first blue book on smart home - "Haier Smart Home Blue Book (2017)", the first home appliance global communication conference on January 25. The book expounds Haier's one-man mode and user-oriented thinking Carried out a detailed description of Haier Appliance Industry Group, said Cheng Chuanling, general manager of marketing: 'to follow the user to achieve the user to follow, a single person is the key.' In fact, Haier's domestic and international market sales, technological innovation, product development, Manufacturing layout and so on all aspects of human unity and user-oriented throughout them.
Haier's COSMOPlat platform for independent innovation has provided support and verification for Haier's one-man global model, and the one-man model has provided theoretical support for the COSMOPlat platform.Chen Zhaocheng, vice president of Haier Household Appliance Industry Group and general manager of supply chain, Said: 'COSMOPlat is not a factory-side operating platform, but a platform that drives the transformation from mass manufacturing to mass customization, a subversion of the manufacturing model. We are not trading matching platform, not an industrial Taobao platform, we are a total Create a win-win multilateral platform, which gathered the parties involved to maximize the value.
Moreover, Haier COSMOPlat platform has been socialized promotion, the current platform in 12 industries, 11 regions, seven modules for replication, continuous interaction of 310 million users, registered enterprises 383 million, driven by this platform There are 31,000 enterprises that have achieved the transformation of mass customization models, including more than 20 million intelligent devices including front-end network appliances and back-end smart devices.
In the new era of the Internet of Things era, Haier also promoted the transformation and innovation of the marketing mode in the practice of the one-man model.Li Huagang said that the user needs have now changed from the traditional product value to the platform value.Therefore, Haier The current marketing is from transaction to interaction, from release to upgrade, from product to smart integration, from single store to platform.
Li Huagang said: "The benefits Haier acquired in the new century come from two core driving forces: internally and externally, people are single-minded, and the outside world is sincere and everlasting. The unity of people makes everyone glow with higher motivation. Even GE Even if it is Fisher and Pike too, we can only continue to lead this era if we put the user in the heart, and we will find ways to interact with and iterate on them so that there will be continuous good product launches.
