Recently, the world's authoritative research firm GFK released data show that in Western Asia and Eastern European markets and even in Western Europe, the transit point in the Russian market, Haier refrigerator price higher than the market price of 40% of the premise, still achieve the industry's fastest Growth, three and more segments in the high-end market share reached 45%, ranked the first global brand, surpassing Europe and the United States and Japan and South Korea brand.In addition, in high-end channels, Haier refrigerator share of more than 25%, ranked No. 1 .
Over the years, many of China's refrigerator brands have gone to sea, but one of their common features is to adopt the mode of OEM export. Lessons from the past few decades indicate that making second and third tier manufacturers eventually can only make made in china synonymous with shoddy products. Really into the first line of a brand, with foreign markets coexist symbiosis, to establish a strong market appeal, to create a real Chinese brand.Obviously, the performance of Haier refrigerator in Russia is very convincing.
China's refrigerator brand OEM, lack of competitiveness in Russia
As we all know, Japan and South Korea, Europe and the United States, Japan and South Korea and other home appliance giants monopolize the Russian market for a long time, the localization of a solid foundation, as well as higher acceptance of the brand audience. As a latecomer, China's refrigerator business into the Russian market has become very difficult to take localization manufacturing, Own brand, they need to start from scratch, to build a sound research and development, sales, channels, etc .. The status quo in the Russian market is that China's refrigerator brand due to low awareness, did not expand the appropriate channels and service teams, not to mention investment in building .
Therefore, the traditional way for China's refrigerator brands is to use OEM instead of a brand, seldom sales of own-brand products, become dependence on foreign brands 'vines' due OEM OEM, most of them lack of independent innovation, combined with the Russian market 14% High tariffs, they can only produce a single low-end models, ultimately, it is difficult to enter the mainstream channels in the Russian market, the brand share is extremely low, the brand significantly less competitive.
Independent licensing, Haier refrigerators to seize the high-end market in Russia
In contrast, Haier's independent innovation in the Russian market, the road for the Chinese brand to the sea samples provided into the beginning of the Russian market, Haier refrigerator only through a single independent brand exports, which at the time called the world's complete appliance brand , Fierce competition in the Russian market limited development, and living in Europe and the United States Japan and South Korea under the leadership of the brand squeeze, Haier refrigerator even more alone.
Until the establishment of Haier Russia's refrigerator manufacturing base and its official launch in 2016, Haier Refrigerator's bright road ushered in a brighter future, while the biggest breakthrough point is differentiated and innovative products for local users, accelerating the high-end The brand image of shaping and upgrading through interaction with users in Russia, Haier refrigerator for local users of food ingredients of storage characteristics developed by the local unique four drawer design in the further interaction process, for local users at 10 o'clock in the morning, 4 pm plus Meal habits, Haier developed a large capacity 2-meter-high refrigerator, favored by local users.Remote third-party monitoring agencies show that Haier brand awareness in Russia has greatly improved compared with the previous, ranked No. 1 in the Chinese refrigerator brand.
Man-driven mode, Haier in the world started 'Haier brand'
In fact, Haier refrigerator dazzling achievements in Russia is only the tip of the iceberg in the global market since 2005 into the stage of globalization strategy, Haier continued Trinity global strategy in the global layout of user-driven technology innovation Of the 10 + N. At the same time, Haier refrigerator also has 30 advanced factories around the world, production capacity reached 30 million, to achieve the full coverage of the market.
In Israel, Haier opened the door refrigerator market share of 43.9%, ranking first in the same category; in Germany, Haier refrigerator with all-temperature zone T-door refrigerator products, the localization market sales grew 3 times, the growth rate of the industry. In India, the Haier Refrigerator Factory successfully put into operation in November 2017, accounting for 96% of its production in India. At the same time, its market-oriented BM refrigerator with no bending strength reaches 71% in the same category, occupying the same category NO .1 In addition, Euromonitor International also showed that Haier Refrigerator has been the No. 1 in the world for 10 consecutive years.
In the past 13 years, under the mode of "man-in-one", Haier refrigerator is based on independent innovation, the brand leads the way and continues to meet the needs of global users. In the world, Haier brand has been started and stood in Russia and the world's home appliances The highest peak.Experts said that the 'one man and one' model is becoming the next social model, is bound to bring all kinds of business transformation of the Internet of things 'textbook' style of reference.