Haier, GE Appliances of the United States, Fisher & Paykel of New Zealand, AQUA of Japan, Casa Di, Commander, can find solutions from these six brands in terms of global demand for home appliances in any form, taste, personality, and level. More importantly, when the global top brand matrix and its corresponding gorgeous product lineup, together, the ownership of the first platform of the smart family, Haier is doing its part.
On the afternoon of March 7th, the day before the opening of AWE, the second global brand summit of Haier Appliances was held in Shanghai. The theme of the summit was 'Haier's Smart Home, Customized and Good Life', which showed the latest in the world's first home appliance brand cluster. face.
According to another report, on the same morning, Haier also released the latest achievement of the smart family strategy, a full-scenario customized wisdom package, and officially launched the 'Smart Family' as a platform brand in the world. Thus, Haier will be the world's No. The strength of an electric brand cluster supports the landing of the smart home first platform brand. At the same time, under the strategy of the smart family, the six major home appliances brands will also have a broader brand extension and development space.
The synergy of the six brands highlights, and performance continues to drive the world’s best
One year ago, on March 8, 2017, Haier released six major home appliance brand globalization strategies, establishing the world’s top six brands with Haier, GE Appliances, Fisher & Paykel, New Zealand, AQUA, Casa Di. Home appliances cluster matrix, from a single brand to multi-brand collaborative global market layout upgrade.
One year later, on March 7, 2018, at the second global brand summit of Haier Appliances, China Haier, Casa Di, the three leading brands, GE Appliances, Fisher & Paykel demonstrated the global brand strategy respectively. Year-round results.
'In 2017, China achieved a two-digit growth, far exceeding the industry level. Among them, market share continued to increase and the average price increased by 18% year-on-year. 'said Li Huagang, Vice President of Haier Group, Chief Marketing Officer of China. And in 18 years According to the latest data from China Yikang, the market share of Haier refrigerators and washing machines is higher than 30%, which is a record high in the world with three points. At the conference, we can see that the global strategy of the six major home appliances brands has been released so far. It has achieved high-end guidance, wisdom leads, and the community has led the industry in three levels. Among them, Haier still ranked No. 1 in the world for the 9th time with a 10.5% brand share; Casa Di, with a 41% growth rate, far exceeded the industry. In the ice, washing 10K+ market to achieve high-end first continuous lead; and commander-in-chief is still the preferred appliance brand for young people, the sales growth in the past year over the industry 10 times. At the same time, the Chinese region is also the most Haier multi-brand layout of the market, in addition to Haier , Casa Di, Commander, GE Applicances, Fisher & Paykel have entered China.
In 2017, GE Appliances was also upgraded in the North American market. While consolidating GE Applicances' North American first kitchen power status, Haier + GE Applicances ranked first with 27.2% air conditioner share over Electrolux's Frigidaire brand. This is a multi brand. The most intuitive witness of collaborative development. GE Executives’s senior executive said in his speech: 'This year's revenue growth of GE appliances has been faster than ever before. In addition to the first market share, we have also received the No. 1 in household appliance brand recognition in the United States. Wisdom Home Internet Appliances First US consumer and industry recognition. '
'Haier and Fisher & Paykel's market share in New Zealand already accounted for 42% of the market, ranking first and higher than the previous year. 'According to Fisher & Paykel’s top management, the two major brands have demonstrated their outstanding performance in the market in the Australian & New Zealand market. .
In addition, AQUA, which has no results announcement at the summit, holds a market share of 75% in the Japanese commercial community washing machine sector, becoming the most popular high-end brand in the region.
(The world's first home appliance brand cluster market and status list)
In addition to the six leading brands achieving leading performance in the global market, Haier has also won the top spot in the field of science and technology, achieving the first place in the four fields of patent quality, standards construction, industrial design awards, and national science and technology progress awards. Technology has been imitated by domestic and foreign brands for as many as 112 times, ranking the first in the world. In addition, US “Fast Company” has just selected Haier as China’s most innovative company, Top10. It is the only home appliance company in the rankings. Haier’s search volume with Google is 9140000. Second place ranks first in global household appliances influence.
At this point, Haier has achieved the top share in the global market with six brand clusters, the brand's influence is first, and the original technology level is the first leader.
The three major advantages of brand globalization precipitated the establishment of a smart home first platform brand
Haier Six Home Appliances Co., Ltd. teamed up to create three strong advantages: strong hardware, complete sets, and strong intelligence, which provided the firmest support for Haier Smart Home's first platform brand. In other words, it is precisely because Haier is The comprehensive leadership in the traditional brand field only enabled Haier to lead the smart family. The following specific analysis:
——Hardware is strong. The excellent smart single product must rely on high-quality hardware, and Haier’s large-scale home appliance technology level is exactly at the top of the industry. Compared to this smart home industry, smart home appliances are mostly used for OEM. The manufacture and sale of single products, Haier's smart single product quality, reliability, level of refinement, etc. are the highest in the industry.
——Establishment. Nowadays, there are many brands in the smart home industry, but no one company can produce a full set of smart products. This means that if a consumer wants to arrange a smart home, he has to put together many brands. It will inevitably bring about different styles, tedious operations and unfamiliar experiences, such as fragmented services, and relying on the top 6 brands of Haier, the top 10 smart solutions will solve this problem. Based on the global top 6 brand layout, Haier is currently only China. With 30000 stores below the line, this year will continue to lay out the 6000+ smart home experience store, which means users can complete the whole channel experience and package purchases. And Haier can provide whole-house one-key configuration of worry-free design, a variety of styles One stop to meet, and the original disruptive explosives such as ice washing and other top 10 industrial lines, can also ensure the whole house wisdom program package design, package sales, complete sets of services.
——Intelligent intelligence. What kind of experience can smart products bring to consumers? From the current perspective, the smart home industry is still in the smart single product control stage, and Haier U+ wisdom with UhomeOS and IoT+AI dual engines. Life X.0 opens the era of full-scene service customization, giving Haier the 'biggest brain' of intelligent families.
Based on the support of the above three aspects, Haier Smart Home has created the most complete smart experience through the '4+7+N' full-scenario customized wisdom package. Among them, '4' refers to the four major physics of Haier's continuous iterative upgrade. Space, Including Smart Living Room, Smart Kitchen, Smart Bathroom, Smart Bedroom, '7' Represents Whole House Air, Whole House Water, Full House Care, Whole House Security, Full House Voice, Whole House Health, Full House Information 7 The Whole House Solution, and N is a variable, represents the user can freely customize the scene of intelligent life according to their own living habits, unlimited change.
'Hardware, strong, smart' is Haier's power to build a 'Smart Home' into a platform brand, and Haier Windsor and Cosmo Plat has provided it with the most powerful support. Based on the Internet of Things First Community Interactive Platform brand The “user sensor” consisting of 800,000 micro shopkeepers can interact with user needs at zero distance. In the world’s first industrial Internet platform brand, COSMOPlat, users can participate in the whole process of experience and transform the appliance into a custom network device that interacts with users. To provide users with personalized smart home solutions, so that smart home products, services and solutions can be quickly and accurately landing.
The second global brand summit of Haier Appliances was held on the one hand to continue to consolidate its leading position in the global home appliance market. On the other hand, through the six brand layouts, we quickly completed the implementation and landing of smart homes globally. The process is accompanied by the globalization of Haier's 'one person's oneness' model. The 'one-man-one-in-one' model has created Haier's first home appliance brand cluster form, which has laid the foundation for Haier’s right to speak in the global home appliance industry. In the field of enterprise management, there is a pattern of continuous leading significance. 'One-man-one-one' redefines the relationship between employees and companies, users and enterprises, users and products, and eliminates the distance between employees and users. Through the output of models, 'one-man' With its universal capabilities and rapid promotion of energy, the “one-model” has broken through geographical limitations, broke through cultural barriers, broke through user barriers, and has already replicated and settled in Haier’s global brand system. Haier used its own layout in the world. The strong R&D, production capacity, continuous implementation of user innovation, continuous creation of user needs, continuous creation of user value, Ball consumers customize a better life.
