Recently, the results of the Red Dot International Design Awards were announced in Germany in 2018. Haier reported that Xin refrigerators, zero-cold water professional gas water heaters and other products are on the list of winners. Also in March, the 2018 iF Design Award winners Announced that Haier’s multiple products have won awards. Haier’s 20 awards have made it the No. 1 winner in the global white goods industry and No. 1 in the global refrigerator industry.
In recent years, Haier, Macro, Gree and other Chinese home appliance companies have consistently won awards in the top global design awards such as the prestigious Red Dot, iF and the prestige standards, demonstrating the Chinese manufacturing innovation and the world's industrial design. The right to speak.
The government work report of the two associations this year put forward:
The “quality revolution” led the Chinese manufacturing to make a gorgeous turn. As one of the representative industries of China's manufacturing industry, the home appliance industry is unyieldingly shouldering the mission of China's manufacturing transformation and upgrading.
The rise of domestic brands Appliances to restore confidence in domestic products
In the past 20 years, China's home appliance manufacturing industry has achieved rapid development. From imitating follow-up to independent innovation, leading the trend, from simple processing to full coverage of products, from low-end foundry production to vigorous overseas mergers and acquisitions. China's home appliance industry development With each passing day, the current production scale has reached the world's first, and achieved a major leap from product manufacturing to brand output.
However, just over a decade ago, many Chinese consumers who referred to household appliances preferred the foreign brand.
In the initial period of reform and opening up, foreign home appliance brands flooded into China. At that time, domestic consumers were proud to grab the Japanese brand. Many Japanese household appliances were familiar to the Chinese. At that time, domestic home appliances remained in black and white. Two-color and simple transistor workshop era.
Before 2000, in the domestic appliance market, whether it was large home appliances or small household appliances, almost all foreign brands dominated. Panasonic, Toshiba, Siemens, Samsung and other foreign appliances were all extremely popular in China, but domestic brands occupied only a part of the low-end market. Share.
Later, through the introduction of technology and equipment, domestic brands began to exert their power. Domestic home appliance companies mainly used OEM foreign brands in the early days. The industry scale was small, market segments were decentralized, but they were good at cost control, and they also continued to invest in technology and technology. Brings continuous improvement in manufacturing capabilities.
With the increasing market concentration in the home appliance industry, big brands have appeared one after another. Domestic brands represented by Haier, Midea, Gree, Changhong, Meiling, Skyworth, and Hisense have achieved breakthroughs in scale and technology, and have disparities with foreign brands. Gradually shrinking. After undergoing mergers and acquisitions, home appliances to the countryside and other major events, the Chinese brand's technological superiority and scale advantages have been highlighted. Some home appliance industries have formed a dominant pattern of Chinese brands.
In the “Top Ten Brands” appraisal of China's electrical appliances in 2016, the domestic brands occupied seven seats. In the first half of 2017, among domestic kitchen appliances, domestic brands of gas stoves and gas stoves accounted for more than 90%, and domestic brands of white air conditioners The proportion reached 90.2%, and the proportion of freezers reached 98.8%. In addition, the domestic brands of refrigerators and washing machines accounted for 70.8% and 59.1% respectively. The full rise of the three white electric national brands, refrigerators, washing machines, and air conditioners, is an indisputable fact.
Some of the “Yang Home Appliances” that were once in vogue have gradually lost market share, some have been acquired by China, others have fallen due to falling profits, and the financial crisis is declining. China’s home appliances are in the wave of e-commerce and smart homes. Bring into play the innovations and advantages in design, quality, price, and so on, and let more and more Chinese consumers love Chinese goods.
China Home Appliances Powder World
In the fierce market competition in the past 20 years, home-made home appliances have been advancing rapidly, not only occupying most of the domestic market share, but also springing up in the rest of the world. Haier heat wave rolled over Europe, even spread over Japan, TCL, Hisense, and Konka products are exported to the world. Around the world, Gree opened up a world in North and South America.
More than half of all household appliances in the world are made in China
In 2015, Skyworth successfully acquired Metz in Germany and implemented the 'Skyworth+Metz' dual-brand strategy. Only in 2016, Skyworth used this 'bridgehead' to enter the European 11-nation market, and its business volume increased by more than 10 times.
Gree has registered trademarks in 214 countries and regions around the world. Its own brand sales accounts for about 30% of the total overseas sales, making it a truly world famous brand.
From January to September last year, Hisense in Japan, the world's most difficult home appliance market, increased its sales by 108.3% year-on-year, and its share has far exceeded that of Korean brands.
In the international home appliance market, Haier refrigerators and washing machines have the largest market share in the world, and have won the championship of global white sales for 9 times. According to the real-time search data of Google Key words on December 16, 2017, the famous 8 home appliances have been displayed. Among the brands, Haier ranked first in terms of global household appliances search with 9140000 times.
On October 5 last year, the "Report on the Status and Prospects of the Household Appliance Industry" released by Korea Electronic Information and Communication Industry Promotion Association showed that in 2017, the global production of major home appliances was 752.84 million units. From a country perspective, there are many products made in China. It reached 423.18 million units, accounting for 56.2% of the total.
Make China Made International Standard
At present, China’s home appliance companies have achieved self-sufficiency in key components of key household appliances, and they have also begun to import from the past to export; at the same time, China has the world’s largest e-commerce platform and the world’s largest physical store network. This also brings unprecedented opportunities for sales of domestic appliances.
In addition, China’s home appliances have broken through as key areas with Internet technologies, new technologies, and new materials, setting off an industry-wide intelligent revolution.
On December 15, 2015, Haier Refrigerator took the lead in setting a standard for the preservation of refrigerators. The IEC (International Electrotechnical Commission) International Conference for the Preservation of Fresh Standards was held in Beijing. Most of the international industry standards before were adopted by Germany, the United States, the United Kingdom, and France. , Japan and Japan led the customization, and the participation of Chinese companies in international standard setting has never been seen in the past decades.
The establishment of the refrigerator preservation standard is the first international standard for the home appliance industry led by Chinese companies. This is also the first international standard for refrigerator preservation.
As of 2016, Haier has submitted 90 proposals for the revision of international standards, of which 43 have been issued and implemented. Formulating standards means mastering the power of rules and regulations, which means that China's manufacturing industry is gradually gaining the initiative in industrial innovation and breaking foreign technologies. The dominant pattern.
Chinese home appliances going overseas
In recent years, Chinese national brands have accelerated their overseas deployment, and the international role of Chinese home appliances has quietly changed.
Haier's acquisition of Sanyo Baidian, Fisher & Paykel, General Electric Appliances, Midea's acquisition of Toshiba White Power, Italy's central air-conditioning company Clivet, one of the global KUKA Group’s global robotics, and Changhong’s acquisition of Sanyo’s TV China business not only boosted China’s home appliance autonomy. The brand's international influence, and through the support of resources, technology, research and development, etc., steadily improved the international competitiveness of China's home appliances.
In the past, Chinese people treated foreign-owned home appliance brands differently, saying that international brands were good. Now that domestic brands have glorified the world, with continuous innovation and progress in quality, technology, etc., domestic appliances have become not only the first choice for the country’s consumer demand, but also On the world stage, it becomes a new business card made in China.
'Effectively carry out quality improvement actions, promote standards compliance with international advanced standards, promote the spirit of craftsmanship, and develop a quality revolution made in China. ' At this year's two sessions, the government work report of 2018 proposed to speed up the building of a powerful country.
Once, as a manufacturing power, China was called a factory in the world. However, 10 years and 20 years have passed. Nowadays, China's bridges, Chinese ships, and Chinese supercomputing equipment manufacturing show off the magnificent transformation of 'Made in China'. Not only that. In the fields of high-speed rail, nuclear power, communications, and the Internet, China has continuously intensified its technological and product innovations, achieved technological catch-up, and strived to use the Chinese standards to lead the world's advanced level, demonstrating the transformation of 'Made in China' to 'Created in China'. Stable pace.