When it comes to manufacturing powers, it is widely acknowledged by Germany and Japan. "Made in China", which grew up relying on a huge industrial manufacturing system, is also one of the most recognized labels in the world, but in the eyes of most people, the Chinese manufacturing industry Large but not strong, most of the processing industry is at the low end, and there are few high-end products. It was once synonymous with 'low quality, low price'.
Today, the 'Chinese brand' represented by Haier Refrigerator gradually reversed this phenomenon through global brand creation. Following the "New York Times" report that the world refrigerator industry entered the 'China era' Haier, Haier's performance in the global multi-market All verified that the "Chinese era" of the refrigerator industry is the "Haier era". Recently, the most authoritative testing organizations in the United Kingdom and even in Europe, which released the latest evaluation results, showed that Haier's 4 refrigerators passed 6 months and 9 projects. The test has achieved a rating of 4 stars or 5 stars in terms of cooling capacity, refrigerating capacity, operating stability in high and low temperature environments, energy consumption, noise, ease of use, and cleanliness, and was finally selected as a 'Best Buy' product. Also GFK The data also shows that under the circumstances that the overall growth rate of the ice industry in the UK market was 3% in 2017, Haier refrigerators achieved a growth rate of 60% and the industry was the fastest.
Branded refrigerators are difficult to be recognized, Haier leads British refrigerators into the 'Haier era'
As the most professional, most competitive and most concentrated refrigerator market in the world, Europe used to be the world’s largest brand of electronics brands such as Electrolux, Whirlpool, Panasonic, Toshiba, and Fujitsu, as well as the Korean brand behind it. Most of them chose the form of OEM to enter the European market. There are few independent brands. According to data from the Ministry of Commerce of the People's Republic of China, at present, China owns 20% of the total number of foreign trade enterprises with its own brand. The export value of its own brand products only accounts for the total amount of exports. 11%.
For a long time, OEMs and low-tech products lacking scientific and technological content have continuously consumed the gold content of 'Made in China'. According to surveys, up to 60% of Anglo American consumers think that 'Made in China' refrigerators mean 'mass production'. 'About 55% of Anglo-American consumers think 'cheap'; 45% think 'safety is low'; 35% think 'bad quality'.
Haier refrigerators chose large investment in the beginning of entering the UK market, but they were able to establish a brand-building model with unknown user's reputation and multi-door and high-end refrigerators, which eventually won the approval of the authoritative testing agency and the market. It also means that in the highly sophisticated European market, the competitiveness of Haier refrigerators has once again been recognized, in the British refrigerator industry to create a 'Haier era'.
Global Industry Chain Support, Accelerating Haier Refrigerator Localization in the UK
For Haier refrigerators, in addition to the core elements of establishing overseas markets by relying on brands, it is also inseparable from the support of Hongdae's industrial chain. Entering the British market for many years, Haier refrigerators have been constantly developing R&D, production and marketing. The Trinity's localization model has produced a number of differentiated products that meet the needs of local customers and become the core of the British market.
For the British consumers like to eat steak and other eating habits, Haier refrigerator refrigeration and freezing function, can quickly freeze the preservation of food ingredients, to ensure the freshness of meat and other food ingredients and nutrition is not lost. At the same time, in order to provide convenience to the British users, the refrigerator internal addition The lamp, and the freezer compartment adopts a drawer design, which ended the way that the traditional refrigerator opened the door first and then pulled the drawer to take out food in one step. It was the first to open the 'drawer era' of the refrigerator.
An important spirit of the Central Economic Work Conference at the end of 2017 is to shift the mode of economic growth from the speed track to the quality track. An important requirement for transforming the mode of economic growth is that the economy must enter the era of creation. In this era, Haier is innovative. The "one-man-one-in-one" model has become the top engine that promotes the globalization of its brand and contributes to China becoming a big brand and a powerful brand.