On March 7, Li Haigang, Vice President of Haier Group and Chief Marketing Officer of China, said in an interview with reporters: Haier has made overseas acquisitions and has not sent an executive to date, all of which are managed by the original executives of the company.
'Some Chinese companies' overseas mergers and acquisitions have put corporate leaders' photos on the wall. Leaders say how to do it. We don't like that. We still have people who just adjusted the mechanism and culture. ' Li Huagang said, Haier's mergers and acquisitions were sent out. There are members of the board of directors and the board of supervisors, but never sent a management team to the company's original team executives. 'Send a financial staff, send out a human resource, and kill the company. This is what can not do this. '
On the afternoon of March 7th, the day before the opening of the China Household Electrical Appliances and Consumer Electronics Expo (AWE), the second global brand summit of Haier Home Appliances was held in Shanghai. The theme of the summit was “Haier's Smart Home, Custom Good Life”. Haier's electric brand cluster - Haier, the United States GE Appliances, New Zealand Fisher & Paykel, Japan AQUA, Casa Imperial, commander of the six major brands achieved the latest global achievements.
One year ago, on March 8, 2017, Haier announced the global strategy of the six major home appliances brands and proposed to establish the first home appliance cluster matrix in the world, which will be upgraded from a single brand to a multi-brand collaborative global market.
Li Huagang said that Haier’s acquisition of GE appliance business integration is better than expected. GE’s kitchen and electric power business is the first in the United States and has a 28% market share. Data provided by Haier shows: In the North American market, Haier+GE Applications holds 27.2%. Air-conditioner's share exceeds that of Electrolux's Frigidaire brand. Mr. Rick Hasselbeck, chief commercial officer of GE Appliances, said in his speech: 'This year, GE appliances' income growth is faster than before, except for the first market. In terms of share, we also received the No. 1 brand in home appliance brand recognition in the United States, and the first consumer and industry recognition of smart home Internet appliances in the United States.
'Haier and Fisher & Paykel's market share in New Zealand already accounted for 42%, ranking first, and higher than the previous year. ' According to Fisher & Paykel Marketing Vice President Mr. Greg Shepherd said. In the Australian and New Zealand market, the two brands After the collaboration, the performance in the market is more prominent.
For Haier's domestic marketing that Li Huagang is responsible for, the same results were achieved in 2017. 'In 2017, China achieved double-digit growth, far exceeding the industry average. Among them, market share continued to increase, and the average price rose by 18% year-on-year. Said that the Casa Di brand products have occupied 50% of the high-end products in the domestic market. This was previously unimaginable.
'We set up 10 GE product experience centers in the domestic market last year to see what kind of products and technologies Chinese consumers are interested in. The domestic sales of GE products also require a series of transformations that conform to the Chinese national standard. Sadi also wants to be high-end. ' Li Huagang said.
Haier proposed to be the first brand of smart appliances at this brand summit. On the morning of March 7th, Haier also released the latest achievements of the smart family strategy - a full-scenes customized wisdom package, and formally called the 'wisdom family'. As a platform brand began to land in the global.
Li Huagang said that in the past, smart appliances were single smart devices, and now they have developed full-scene intelligence with a sense of perception. 'We have a one-stop design solution, a one-stop sales approach, and a one-stop service package that can provide consumers with Full scenario solution. '
Li Huagang disclosed that Haier’s home appliance customization effect is still good, with orders from consumers and distributors accounting for 68% of total product sales. This has resulted in a significant reduction in Haier’s product inventories. 'Zero inventory is not to say that there is no inventory at all, but these are Home appliances are produced by owners. '
Haier proposed the 'one-man-one-in-one' before, according to the needs of users to carry out large-scale customization, in addition to the consumer directly to the Haier customization, the dealer will also customize products to Haier based on user needs.