In January 2018, Euromonitor International, the world authority, released the list of global refrigerators in 2017, with Haier refrigerators in the TOP5 list ranking the first with a market share of 17.3% and Korean brands LG and Samsung with 6.9% and 6.1% respectively Whirlpool ranks fourth in the world with 4.6% of the market share, which is also the number one refrigerator brand in the world since Haier refrigerator has been in the world for 10 consecutive years since 2008, which marks that the world's refrigerator industry has experienced the "European and American era" (Whirlpool, Electrolux) and 'Japan era' (Panasonic, Sony, etc.), ushered in the 'Chinese era.'
In fact, since the birth of the world's first real household refrigerator in 1918 in the United States in 1918 and dominated by the world's refrigerator industry for more than 80 years till 2000, it has always been in the hands of established enterprises in Japan, the ROK and other countries in Europe, In the hands of the Chinese home appliances brand has always been to act as 'followers' role.
1918, the first refrigerator in the United States was born until 1970, the world's refrigerator industry are in the era of Europe and America, the United States Whirlpool brand is the first long-term occupy the world's first position after 1970, the rise of Korea and Japan appliance industry, Japan's Matsushita, South Korea's Samsung and other brands in the world market to create the brilliant brand of South Korea and Japan 30. 2000 years after the rapid rise of China's home appliance brand, leading the world's refrigerator industry gradually entered the 'Chinese era.' Among them, Haier refrigerator ' Licensing 'strategy to expand worldwide, the invention of China's industry-leading science and technology, but also to make Haier refrigerator gradually become the world's largest refrigerator industry' dark horse '.
In 2008, Haier Refrigerator, a pioneering 24-year-long refrigerator, won the global NO.1 from Whirlpool with a market share of over 2 times, opening the gap between China and the United States in 2017. In 2017, Haier's refrigerator reached 17.3% of the market Share won the world champions 10 consecutive championships, and with 4 times the absolute superiority cap US brands enough to prove that Haier refrigerator leading the rise of China's brand, and even stood in the forefront of the world's refrigerator industry.
With the birth of Haier Refrigerator 10, the European and American brands entered a bottleneck period and a declining trend. In the recent 10 years, after the global financial crisis and the spread of the debt crisis in Europe and the United States, Europe and the United States experienced a pattern of home appliance market Profound changes. Toshiba, Sharp, represented by the Japanese refrigerator business strategy to shrink household appliances retail business; the United States GE, Japan AQUA, New Zealand Fisher Fisher Parker was Haier integration; the United States Whirlpool in China suffered two into two out of embarrassment in the world rankings It is dropped from No. 1 to No. 4, the share is only equivalent to a quarter of Haier refrigerators; Electrolux in China can not escape the embarrassment of OEM sales.
Chinese refrigerator brand to see Haier: turmoil won 10 consecutive championships
For the overall pattern of the world's refrigerators, in the past few years has been in turmoil, the traditional mergers and acquisitions of strong brands, delisting, on the one hand accelerated the market survival of the fittest, on the other hand also accelerated the innovation of brand Rise.Among them, Haier Refrigerator relies on its own strong competitiveness and brand strength, won the world No.10 championship in turmoil, has become the benchmark of the Chinese brand.
The reason why Haier refrigerator can become a benchmark, first of all thanks to its sustainable global strategy Haier, cloth in the world's top 10 R & D center and 30 advanced factories, production capacity reached 30 million, to achieve full coverage of the market.From the global sales data In 2017, the sales volume of the global refrigeration industry reached 164 million units, of which Haier Refrigerator accounted for 21.2% of the global sales, ranking the first in the industry, with Asia Pacific sales accounting for 28.9%, Western Europe sales accounting for 4.3% and North American sales accounting for 23.2%, Middle East and Africa accounted for 14.7% of sales, sales in Australia accounted for 27.2%, sales in Latin America accounted for 9.9%, ranking highest in the industry.
In addition, Haier refrigerator has also achieved the double leading of patents and standards.Har refrigerator global patent publication number is 708 in 2017, according to the industry first.In December 2015, Haier refrigerator led the development of the world's first IEC refrigerator preservation standards to be successful project In 2017, four standards proposed by Casa Imperial F + Free-standing Fridge were accepted by China National Standardization Association as "China Free-standing Refrigerator Community Standard".
Rely on global resources, Haier build an open system of R & D innovation, but also enhance Haier's ability to independently innovate in the recently held National Science and Technology Awards, Haier refrigerator reported 'Smart Kitchen Ecology and Production Docking Cloud Platform' project Won the "Great Wall Food Safety Science and Technology Award for first prize," which is the only refrigerator industry won the honor of the brand.
In fact, Haier's refrigerator has always been the first to discover the needs of consumers and meet the needs of the global resource research and development of differentiated products in the 13 years of "people-in-one." It is also such a development strategy that Haier's Refrigerator won the trust of users worldwide, the achievements of its 10 reelection of the world's No. 1 brand.