While AWE in Shanghai is in full swing, the world’s authoritative market research agency Euromonitor, the world’s authoritative market research agency, announced the first China’s independent home air conditioner brand export market survey results, showing that China’s home appliance exports are increasing year by year. The situation, but the only drawback is that although the export volume is large, it is mostly done in the form of OEM.
However, when combing domestic home appliance companies to engage in overseas markets, it is not difficult to find that there is a brand, Haier, which insists on the export of its own brand and opens up a new world in overseas markets. It has become a benchmark for the internationalization of Chinese home appliance companies. The data released by Core International just confirms this point.
尴尬: Most major air conditioner manufacturers are OEM
Needless to say, China is already the world's largest exporter of air conditioners. Modern home air conditioner R&D, manufacturing, including windows and air conditioners, wall-mounted air conditioners, and cabinet air conditioners, began to transfer to China in large scale in the 1990s. After nearly 30 years of gradual accumulation, the global air-conditioning industry has completed the transfer of this manufacturing base.
From the relevant data, this can be confirmed. According to the data from Ove Cloud Network, in 2017, the domestic terminal sold 56.41 million air conditioners, and accumulated a total of 51.78 million units of air conditioners. That is to say, the total sales at home and abroad were nearly 110 million units, almost occupying. More than 80% of the global market needs of 130 million units. Therefore, what China calls a global air-conditioning manufacturing base is not an exaggeration.
According to Airville Air Conditioning Industry Research Institute, the global market currently has hundreds of air-conditioning brands. In Europe, North America, Japan and South Korea, the Middle East, South Asia and other major air-conditioning markets, most brands are unknown to domestic consumers. But these The brand has one common feature. It is marked with MADE IN CHINA on the manufacturing site, which is originated in China.
From this point of view, it can be clearly seen that China is indisputable as a major manufacturing country of air conditioners. Otherwise, why do so many brands in the world choose to come to China for OEM manufacturers? This is to see China's manufacturing capacity in air-conditioning products. In particular, China is unmatched anywhere in the world in terms of supporting the industrial chain.
However, from the perspective of overseas markets, although Chinese brands are showing a growth trend, the overall proportion is only 30%, which is obviously not in line with the status of air-conditioning manufacturing countries. In fact, many manufacturers’ products have gone offline. , directly affixed to foreign brands of trademarks, LOGO sold to the world. This model caused production from production to delivery, there is no sign of the 'Chinese card', resulting in 'Chinese made' overseas reputation is not high, reputation is even more aware of less.
Duxiu: Haier's own brand holds up half the sky
At the just-concluded IWE exhibition in Berlin, Germany, and at the CES exhibition in Shanghai, China, AWE China, Ruiou International announced the first Chinese self-contained home air conditioner brand export market research results: According to the number of exports in 2017, Haier Air-conditioner ranked first in China's own-brand home air-conditioner export with a 22% share. On the same day, Sylvia Mu, Director of Advisory Research at Euromonitor China, awarded Haier Air-Condition with China's own branded air conditioner export certification.
At the 2018 Italian International Exhibition of Heating, Air Conditioning, Refrigeration, Renewable Energy and Solar Energy (MCE) in Milan, Italy, David Cleveland, Director of Research at Euromonitor International, presented the certification report for Haier air conditioners. Based on the number of sales units in the retail market in 2017, Haier took With a market share of 30.5%, it ranks first in the world in the brand of connected air conditioners (including smart air conditioners). This is the second time that Haier Interconnected Air Conditioning (including smart air conditioners) has achieved the world’s first sales volume in a year.
In fact, it is no accident that Haier is able to win prizes on a global scale. It is Haier’s insistence on exporting with its own brand since the 1990s. It is an ups and downs in overseas markets, and it has not stopped Haier’s efforts to keep its own brand. Determined to open up overseas markets. Up to now, Haier air-conditioner exports almost 100% of its own brand, is the domestic exports of air-conditioning manufacturers among the highest proportion of their own exports.
If we look at the global market, Haier Air Conditioning has at least ten first. In China, Haier Smart Air-Conditioning Co., Ltd. is the No. 1 in the Chinese market for the fourth consecutive year, and is also the No. 1 exporter of China's own-brand home air conditioners. 2 years of global sales volume, at the same time, it is also the first European air conditioner brand in China, and also the first in Russia, Italy, Pakistan, Thailand, and India. In addition, in the United States, Haier + GE Appliances has the largest market share in the dual-brand market. The first item is sufficient to prove Haier's market position and weight in the world.
Stronger: How high is Haier's benchmark?
'Large' does not mean 'strong'. It is not so easy for domestic air-conditioning companies to think of Haier air-conditioners as big and strong. Obviously, if domestic brands want to learn from Haier, they will use their own brands to take advantage of the world and not simply imitate them. If you copy it, you can learn it. Then you must first understand how high the global market benchmark erected by Haier is, and whether or not this ability can be used to learn to imitate. In this way, the only thing that can be achieved is Haier’s sincerity rather than fur.
From the AWE in Shanghai on March 8 to the MCE in Milan on March 13, less than a week later, Haier's 'Enlightenment' of clean air conditioners represented by self-cleaning air conditioners represented the initiative to provide smart air solutions at two exhibitions. , Breaking the current passive control of the smart air-conditioning industry, difficult to connect, not complete sets of conditions, to provide global users with a constant temperature, constant humidity, constant net, constant oxygen smart air healthy active service. Have such ecological chain and technology, not general air conditioning This is one of the things that companies can match.
Haier central air-conditioning entered the European market in 1999, stepping out of the road of differentiated and independent innovation, innovating R&D products, and starting to lay out channels, services, and marketing networks. At present, it has created a full range of Super match product lines and a full range of new R32 refrigeration systems. Agent products. Haier home air conditioning and central air-conditioning two-wheel drive, which is what general enterprises can do, this is the second.
Third, Haier Air-conditioner not only has overseas manufacturing bases in countries such as Vietnam, India, Thailand, and Pakistan, but also relies on Haier’s globally established “10+N” open R&D system and forms Haier, Casa Di, Marshal, and GE Appliances. With brand clusters such as Fisher & Paykel and AQUA, Haier air-conditioning can quickly meet the different needs of users at different levels in the world. This is also a difficult level for general brands to reach.
In addition, whether it is at the local AWE Shanghai show or the Milan MCE exhibition thousands of miles away, Haier has not only launched smart air-conditioning products but also complete smart air solutions. Perhaps this is the air-conditioning industry in the Internet of Things era. The cutting-edge results of 'making air' from 'make air-conditioning' have become a higher standard.
Zhang Yanbin, a veteran of household appliances that has been tracking the air-conditioning industry for more than 30 years, believes that Haier Air-conditioner, as part of Haier’s smart home full-scenario customization smart package solution, has launched the industry's only intelligent air solution in the global market, and has upgraded its active service to create a lifetime value for its users. It has greatly improved Haier's position and influence in the industry, and has also laid the number one position for Haier air conditioning in the world of Internet of Things.