On March 8, 2017, Haier announced the globalization strategy of the six major home appliances brands, and established global household appliance clustering matrix with Haier, GE Appliances, Fisher & Paykel, New Zealand, AQUA, Casa Di, and the commander of the six brands, from a single brand to multiple brands. Collaborative global market layout upgrade.
On March 7, 2018, the day before AWE was opened, Haier announced the results achieved in the year since the global brand strategy was released.
According to Liang Haishan, Haier Group Board of Directors Vice Chairman, CEO reports, Haier 2017 global turnover of 241.9 billion yuan, an increase of 20%; global turnover GMV10186 billion yuan, up 273 percent; the top luxury brand Fisher & Paykel New Zealand high-end market share reached 37%, up 2%; 10,000 + Casa Imperial Chinese market share reached 35%, an increase of 9%; GEA US high-end market share of 20%, an increase of 1% of the world's six major brand synergy, the regional performance. strong growth.
Co-brand shot up in all sorts of performance
'By 2017, China region to achieve double-digit growth, far exceeding the industry average. Among them, market share continued to increase, the average price rose by 18% (387 yuan).' Vice president of Haier Group, China's chief marketing officer, said Li Huagang area.
In addition, information provided by Haier shows that while GE Applicances is consolidating North America’s top kitchen power, Haier+GE Applicances ranks first with 27.2% of A/F air-conditioning shares over Electrolux’s Frigidaire. Mr. Rick Hasselbeck, Chief Commercial Officer, General Electric Appliances, USA In his speech, said: 'This year's GE appliances revenue growth faster than ever before, in addition to the first market share, we also received the first home appliance brand recognition in the United States, smart home Internet appliances nationwide first consumer And industry recognition. '
'Haier and Fisher & Paykel's market share in New Zealand already accounted for 42% of the market, which is the highest, and is higher than the previous year. According to Mr.Greg Shepherd, vice president of marketing for Fisher & Paykel, in the Australian & New Zealand market, the two brands cooperate in the market. The performance is more prominent.
In addition, AQUA, which has no results announcement at the summit, has a market share of up to 75% in the Japanese commercial community washing machine sector.
(The world's first home appliance brand cluster market and status list)
One-on-One Global Copy Landing
Haier's 'one-man-one-in-one' model has redefined the relationship between employees and companies, users and enterprises, users and products, and can also eliminate the distance between employees and users.
In the process of exploring the globalization of smart households, the “one-in-one” model broke through the limitations of the region with its universal capabilities and rapid promotion of vitality, broke through cultural barriers, broke through user barriers, and was already in the global brand system of Haier. Copy to the ground, rooting results.
According to Liang Haishan, in the process of the promotion and application of the “one-in-one” model, Sanyo’s employees’ loyalty to the company is transformed into customer loyalty; GEA’s “shareholder first” is converted to “maker first”; Fisher & Paykel and Small micro-gambling, value-added sharing.
In addition, the 'one-man-one-in-one' model has also formed cross-border replication, applied to low-margin, heavy-asset, poor-quality traditional farming and animal husbandry, transformation and upgrading to systems, sharing, dynamic beef cattle ecosystem, beef cattle slaughter time From 30 months to 18 months, efficiency has increased by 40%.