The area of ​​exhibition, number of exhibitors, number of visitors, etc. set a new record high AWE has just come to an end in 2018, the global air conditioning and refrigeration industry ushered in the earliest start in the European region, currently occupy the leading position in the world of heating refrigeration and sanitary ware products. Influential and professional exhibition - Milan Exhibition.

And this year, the star-studded Haier Air Conditioner on AWE ushered in the glory moment at the Milan Exhibition. Not only was it certified by the world’s authoritative statistics agency, Euromonitor International, as the number one global Internet air-conditioning certification report; and, The Casa Di Tianyi air conditioner, which can be customized to supply air by partition, the self-cleaning air conditioner capable of 'swallowing light', the series of air conditioners using R32 environmental refrigerant, etc. have also become the focus of the entire Milan show. More importantly, when many domestic brands are extremely fragmented in Europe and the traditional Japanese and South Korean brands have an advantage in the market, Haier Air-Conditioning Co., Ltd. is the first to export domestic self-owned brands, and the market share of several strong country-specific brands. 1. The brilliant performance of the first, interpreted the rapid rise of Chinese manufacturing and Chinese brands in the European and American markets.

Taking the wave of Internet of Things as an opportunity to influence the global brand pattern

The Internet of Things (IoT) Internet of Things is becoming a global market with a vertical and horizontal orientation. Consumer demand patterns, enterprise product development models, fluid business models, and the air-conditioning industry's production and sales model have all come into being because of the Internet of Things. The deconstruction effect. The change of the overall environment has also brought external incentives to the global air conditioning industry's brand pattern change.

The continuous penetration of the Internet of Things (IoT) in the production, supply and marketing of the air-conditioning industry and the user level has led to a leaps and bounds in the growth of Internet air-conditioning (including smart air-conditioning) products worldwide. According to the latest report provided by Euromonitor International, the global Internet air-conditioning in 2017 The sales volume doubled year-on-year, of which the Chinese market led the world with 84% market share. From 2013 to 2017, the CAGR of China's connected air-conditioning market and global connected air-conditioning market reached 81.7% and 74%, respectively.

Among the fastest-growing categories in the global market for connected air conditioners, Haier has been in a dominant position in recent years. At the Milan show, Eurocopter International Research Director David Cleveland presented the certification report for Haier Air Conditioning - 2017 Calculating the number of sales units in the retail market, Haier ranks first in the world in terms of Internet air-conditioning products with a market share of 30.5%, and this percentage ratio is nearly 10 percentage points higher than the second, far ahead. .

In fact, this is not the first time that Haier has won the world's first honor in connected air-conditioning products. In February last year, Euromonitor International's report had already shown that Haier was able to honor this type of product. For two consecutive years, it was connected to air conditioners. Haier, which firmly controls the right to speak in the global market, is gradually changing the brand pattern of the world's air conditioning industry.

The brand pattern of the European air-conditioning market has been relatively decentralized, and the reputation of Japanese and Korean brands is relatively high. However, while the traditional Japanese and Korean brands account for a relatively small proportion of Internet air-conditioning products, the space for the overall air-conditioning market is also used as a space for Haier. The Chinese companies represented were squeezing. At AWE prior to the Milan show, Euromonitor International issued a certification report on Haier’s first-ever home-use air-conditioner of China's own brand. The export volume of China's air conditioner industry reached a historic peak in 2017. Behind this trend is the rise of Chinese brands, of which Haier has played a key leading role.

Innovate products as the fundamental to promote global brand deepening

In the overseas market, sales of independent brands accounted for the first place in the market. It was not a day's work. In the 1990s, Haier was already engaged in a brand-new model of international development. When a large number of air-conditioning companies use ODM or When the OEM approach expands into overseas markets, Haier promotes the development of independent brands with innovative technologies and original products. In fact, the reason why Haier Air-conditioner can win the first place in its own brand overseas market lies in its products.

From the 2018 Milan exhibition that began on March 13th, Haier's innovative smart air solutions, represented by the self-cleaning air-conditioner with a net of self-cleaning air conditioners, have set a new benchmark in the smart family dimension. Body temperature air-cooling sensing system and independent double-circulation air-supply system Tianhe air-conditioning brings regional air supply and customized air supply modes to the global market. At the Milan exhibition site, Haier also released the new F-series self-cleaning air-conditioner. The “easy to install” function was introduced to iteratively upgrade the demand for localization in Italy. The series of home and central air-conditioning products with R32 refrigerant also shined at the Milan exhibition... These innovative products, original technologies , Haier’s overseas brand creation is more competitive in market practice, and market leadership in multiple regions around the world confirms its product competitive advantage.

Haier Air Conditioning is not only the largest overseas sales share of China's own brands in the world, but also the No. 1 independent brand in the European market. As we all know, Europe is the most concentrated market in the world, and Russia, Italy, and Spain account for the three country markets. More than 50% of the European market capacity; On the other hand, Europe is also a regional market with a very fragmented share of brands. In addition to the well-known traditional Japanese and Korean brands, there are many local brands. But in such a fierce competition, In the market with strict environmental protection requirements and standardized energy conservation mechanisms, the overall increase in Haier air-conditioning in 2017 was much higher than the industry average.

Even in the traditional European strong regions such as Russia, Italy, etc., Haier’s market share has always been at the leading position. Among them, in Russia's air-conditioning market, Haier’s air-conditioner holds the largest market share, while in the Italian air-conditioning market, Haier’s is China's own brand first.

Looking beyond the rest of the world, Haier’s air conditioners accounted for the first place. In the United States, Haier and GE Appliances share the first place in the dual-brand market. In Asia, Haier Air-conditioner holds the position of Thailand’s own brand in China’s local market. The air conditioner market in Haier, Pakistan, accounted for the first place in the market for 11 consecutive years.

Products are the most important link point between enterprises and users. It is precisely because of Haier's unremitting innovation in product technology, unremittingly iterative, Haier air-conditioning whether in Europe, Asia or the Americas, Oceania, etc. , The results can be implemented and continued to deepen the brand strategy, which also allows the Haier brand to obtain more user resources in the global scope. It should be pointed out that Haier's product and technology innovation itself is also the result of continuous delivery with the global users.

Integrating Individuals into One, Driving the Trinity into Localization

From the users, to the users; Followers, to the users; The closed loop formed by the release of these resource requirements, the upgrade of the Haier brand image, is built on the unique model of Haier's uniqueness. Just as foreign brands need to overcome the localization barriers to enter the Chinese market, Haier Air Conditioning Co., Ltd. has also been in the same situation in the overseas market. The difference is that Haier’s trinity indigenization, which focuses on people and unity, allows Haier to The independent brand has successfully emerged from an international market adaptation.

Taking Russia as the largest air-conditioning market in Europe as an example, many well-known Japanese and Korean brands have established factories there. The overall reputation of Chinese brands is not high. Haier discovered through its extensive interactions with users. Mute, smart, and health are the mainstream of local users. Demand, for this reason, Haier Air-conditioner is the first to introduce the quietest air-conditioner in the country, with air-conditioning function for new air-conditioning and easy-to-install, easy-to-bind, and easy-to-operate smart air-conditioners. Moreover, Haier air conditioners are designed to withstand harsh operating conditions in Russia. It has developed air-conditioners with minus 30 degrees Celsius ultra-low temperature heating and minus 20 degrees Celsius ultra-low temperature refrigeration. At the same time, it has harmed people from a single professional channel to retail and cross-boundary channel cooperation to achieve full channel coverage. More importantly, Some years ago, Haier Air Conditioning established a localized technical team and worked closely with local institutions.

Today, Haier Air Conditioning is the only Chinese brand in Russia that operates and services locally. It is this kind of trinity methodology built on the basis of the unity of recognition and unity, localized interaction, localized sales and localized operations. Haier Air Conditioning Co., Ltd. is able to win the first place in the highly competitive Russian market. In addition, Haier is the only Chinese brand in the Russian air-conditioning market TOP5.

The same is true for the Italian market. According to the latest data released by Cerved, the leading provider of credit data and commercial credit information in Italy, Haier Air-conditioning has been rated as one of the most satisfied companies in Italy. From the integral air-conditioning division in 2002 Changes in the product mix brought about by the machine-to-machine switch, the first batch of intelligent air conditioners exported to Italy in 2013, the launch of Haier Dier Air Conditioning's landmark Colosseum to the Haier Italian official website, and the quietest smart air-conditioner since 2016. By 2017, the entry of intelligent self-cleaning air conditioners, Haier's every step in the Italian market is a manifestation of the single-one mode and thinking.

This year, the area of ​​Haier's exhibition area in Milan has increased by 67% compared with last year. Milan Exhibition in 2018 has become another window for Haier air-conditioning in the international market. However, isn't Milan Exhibition a platform for the world to understand the development of independent brands in China? The practice of brand strategy Haier has promoted its rapid development in the international market, and it has also shaken the rapid rise of China's independent brands in the global context.