On the eve of the '3.15 Consumer Rights Day' in 2018, the General Office of the Ministry of Industry and Information Technology promulgated the "Notice on Doing a Good Job in the Construction of the Industrial Quality Brand in 2018," which will promote the development of smart manufacturing and green manufacturing by improving the level of manufacturing supply quality. , Strengthen total quality management and brand building, and strengthen quality brand work, including 13 tasks in four areas, to promote the construction of a strong manufacturing country, speed up the realization of high-quality development.
In fact, since the launch of the special product “Sanpin” for the consumer goods industry, the Chinese home appliance industry has followed the national call to dig deeper into consumer demand, and has achieved fruitful results in terms of 'increasing variety', 'promoting quality', and 'creating brand'.
Increase variety: Dishwasher into a phenomenon-level product
Dishwasher as an 'imported product' entered the Chinese market for more than 20 years and has not been detonated until then. However, since 2016, the demand for consumer upgrades has become more pronounced, and along with the innovative development of product localization, dishwasher products are in the Chinese market. This shows an exponential growth trend. Of course, this is inseparable from the collaboration of industry associations, companies, and the media.
From August to October in 2017, under the guidance of the China Household Electrical Appliances Association, China National Grid organized the popularization of dishwashers in China in conjunction with major brands such as Siemens Home Appliances, Boss Electric, Fangtai, Haier, Midea and others. The two main lines of the “Renyi People” organization organized popular activities such as photo contest, manuscript dissemination, video communication, forum summit, and consumer experience, which promoted the healthy and stable development of the dishwasher market and gained extensive social influence.
Quality: Product quality, patent reserves
For a long period of time, Chinese household appliance companies gave the impression of following and imitators. However, over the past five years, the Chinese home appliance industry has significantly improved its technological innovation capabilities and product quality management capabilities. It is shifting from follow-up to imitation and running. , leading the new phase of coexistence.
On November 29, 2017, the Global Excellence Conference jointly organized by the China Quality Association (CAQ) and the European Quality Management Foundation (EFQM) and the 17th National Congress for Excellence in Excellence were held in the Great Hall of the People in Beijing. With excellent performance management With excellent total quality management level, Boss Electric was awarded the highest award in the field of quality management - National Quality Award.
In addition, Vantage, which is also a professional kitchen and electric appliance company, also won the third China Quality Award in the third China Quality Award appraisal campaign conducted by the AQSIQ in 2017.
In addition to product quality management, Chinese electronics companies are not far behind in terms of patent reserves.
On January 18, 2018, the State Intellectual Property Office announced the ranking of China's invention patent grant companies in 2017, Huawei Technologies Co., Ltd. (3,293), BOE Technology Group Co., Ltd. (1,845), and ZTE Corporation ( 1,699), Lenovo (Beijing) Co., Ltd. (1,454), Zhuhai Gree Electric Co., Ltd. (1,273) and Guangdong Opal Mobile Communications Co., Ltd. (1,222) occupied six of the top ten rankings in the rankings. .
Creating Brands: Driving Consumption Concept Change and Industry Progress
In terms of 'creating a brand', 'enhancing brand competitiveness', 'cultivating well-known brands' and 'promoting brand internationalization' are important ways to promote the transformation of Chinese products into Chinese brands.
On November 8, 2017, the signing ceremony of the “National Brand Plan” of CCTV in 2018 was held in Beijing. Dozens of Chinese brand companies involving the national economy and the people’s livelihood were successfully selected as the “National CCTV Brand Plan” in 2018, among which were household appliances. The three giants Haier, Midea, Gree, and kitchen appliance leader Fang Tai’s four home appliance manufacturers and Jingdong, Ali, Suning, and Gome’s four home appliance retailers all ranked on the list.
In addition to transforming the concept of consumption with brand strength to promote the progress of the industry and enhancing consumer confidence in the quality of Chinese products, Chinese household electrical appliance companies themselves are also deepening the business layout of the global market through the upgrading of corporate brand strategies.
On March 8, 2017, Haier announced the globalization strategy of the six major home appliances brands, and established global household appliance brand matrices 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 the opening of the China Household Electrical Appliances and Consumer Electronics Fair (AWE2018), Haier announced the results achieved in the year since the global brand strategy was released. The six major brands globally cooperate and the regional business performance has grown strongly.
On May 2, 2017, China’s leading intelligent technology group, Midea, signed an agreement with the world-famous home appliance group Electrolux Group to establish long-term strategic cooperation in the Chinese market and jointly establish a joint venture to introduce a century-old high end from Germany to Chinese consumers. Appliance brand AEG.
On the day of the opening of AWE2018, Chinese and foreign media used footage to record the handshake between Jonas SAMUELSON, President and CEO of Electrolux Group, and Fang Hongbo, Chairman of Midea Group. The two figures took a solemn and formal ceremony at the independent stand of AEG. The start of the new phase of the cooperation between the two parties was announced to the outside world. The newly formed joint venture between the two parties is jointly controlled by Midea and Electrolux. It will combine the advantages of both parties to develop the fast-growing high-end retail market in China and the commercial market represented by real estate projects.