On March 8, local time of the United States, the "New York Times" released a report declaring that the world refrigerator industry entered the 'China era'. The article mentioned that in the 2017 global refrigerator list published by Euromonitor International, the world's authoritative organization, Haier refrigerators accounted for 17.3% of the market. The 10th reunion of the global NO.1 industry figures pointed out that the 'Chinese era' is actually the 'Haier era' because Haier has always maintained a leading position in every regional market in the world. Take Europe as an example, as the world’s fiercest competition, In the refrigerator market with the highest concentration of brands, Haier refrigerators are still the best.
According to the data released by GFK in early March, in the Spanish market, the sales volume of refrigerators in Haier's doors accounted for 49.6% of the Spanish multi-door refrigerator market in 2017, which accounted for half of the multi-door market; in the UK market, the growth rate of the British ice market in 2017 In the case of 3%, the fastest growth rate of Haier refrigerators reached 60%, which further proves that the world refrigerator industry has entered the 'Haier era'.
Does Haier Refrigerator only represent the 'Chinese era' of the refrigerator industry? The answer is beyond doubt. First, the global R&D and manufacturing system owned by Haier Refrigerator, the world’s first original technology strength, and the global hardware standards makers are its hardware capabilities. Representing the premise of the 'China era'. Second, in response to the 'Made in China 2025' and the 'National Brand Strategy', Haier Refrigerator has established its own brand image and established a strong influence through its own brand creation on a global scale. A dazzling 'country business card'.
European, American, Japanese and Korean refrigerator brands continue to change, the world refrigerator industry ushered in 'Haier era'
Looking at the development history of the entire refrigerator, we can see that the era before 2000 was in an era of product shortage. The penetration rate of refrigerators, especially in developing countries, was not too high, and the penetration rate in urban and rural areas in China was 77.7 respectively. % and 12.3%. While the European, American, Japanese and Korean brands are rapidly growing in the era of product shortage, they are rapidly expanding their production capacity and satisfying users' basic storage needs through leading technology and quality. In the era of shortage, they are playing 'fixed targets'. The master.
However, in the era of excess products today, consumer demand is rapidly changing. The focus of European, American, Japanese and Korean refrigerator brands should shift from one-way manufacturing products to providing consumer solutions as the center of life solutions. The development status of refrigerator companies in Europe, America, Japan and South Korea Look, they still use the business ideas in the era of product shortage: When pursuing sophisticated technologies and improving fine manufacturing processes, they slow down the rhythm of technological innovation and neglect brand building and brand marketing. In the wave of the Internet, there is no Localization adapts and innovates, leading to its loss of control of the market. Its continuous change on a global scale is the best example.
In recent years, traditional home appliance brands such as Europe and the United States are facing changes. US GEA home appliances have been acquired by Haier, Whirlpool has withdrawn from the Chinese market, Electrolux has failed to enter the Chinese market two times and two, and at present, it is seeking to cooperate to introduce brands in order to survive. At the same time, Japanese and Korean home appliance companies, which are synonymous with high quality, are also shrinking the global market. Sanyo Electric's white goods business in Japan and parts of Southeast Asia was acquired by Haier. Toshiba's white goods business was purchased by Midea, Sharp plans to switch back to Japan, and Samsung went to Vietnam. Transfer.
The continuous change of the refrigerator brands in Europe, the United States, Japan and South Korea has made the world's refrigerator pattern come alive. China's refrigerator industry has ushered in a golden period of development. However, from the perspective of the development of China's refrigerators, the development of most brands has not been satisfactory in recent years. Haier Refrigerator alone was the only one. Wanbao, which once produced China's first domestic refrigerator, was not seen; New Flying, one of the four Golden Flowers, was announced to suspend production; some old refrigerator brands were continuously integrated and developed; The steady development of new incoming brands has grown rapidly, but their share has been extremely low, and it has not been able to influence the industry structure. Under such circumstances, the rapidly emerging Haier refrigerator has become the top spot in the Chinese market for 28 consecutive years, bringing the refrigerator industry to the forefront. 'The era of Haier'.
Establishing a disruptive global operating model, Haier leads the future of the world's refrigerator industry
The evolution of the global refrigerator industry competition structure has not only promoted the survival of the fittest in the refrigerator industry, but also led the rise of the Haier brand. Analysts have said that Haier refrigerators can win in the same stage of competition with a century-old enterprise. The key lies in these three aspects. Achieved surpassing. First, rapid perception, systematically collecting consumer demand and creating demand. Haier refrigerators rely on a user-led and innovative 10+N R&D model, using the world’s top 10 R&D centers as the tentacle, and opening 24 hours in parallel with the rest of the world. N R & D forces, according to different users pain points, to develop the best solution.
Second, it has the ability to meet the needs of consumers quickly. In the era of excess products, the products of global companies are competing in the parade for users. If the speed is not fast enough, they will lose their eligibility. Haier refrigerators will adopt the 'trinity' localization layout. 30 advanced plants have been established in the world, with a capacity of 30 million in 2017, to create differentiated products for users worldwide, and to achieve rapid satisfaction of user needs.
Third, Haier refrigerators have reached the world's leading level in terms of technological capabilities, manufacturing capabilities, and standard setting. For example, Haier's newly developed full-space fresh-keeping refrigerators, through precision-controlled dry-wet storage technology and intelligent constant-temperature technology, guarantees the storage of cold and dry storage. , Frozen original, leading the world refrigerator technology innovation from cold storage to frozen space. Based on technological innovation, Haier refrigerators led to the development of international IEC preservation standards and the world's first "full-space preservation refrigerator" standard, for the industry tree benchmarking, bottom line .
It is precisely because of the subversive operation mode of Haier refrigerators that Haier refrigerators have also led the global trend. This has become one of the most significant features of the 'Haier era'. In the 33 years since Haier Refrigeration started its business, with leading technology With innovative capabilities, Haier Refrigerator successively possessed 22 key inventions that were imitated by the global refrigerator industry. From the first ultra-fluorine-free energy-saving refrigerators to the all-round refrigerators, the development trend of the entire industry was affected. This reflects Haier refrigerators in the international competition. With its innovative capabilities, other refrigerator brands in the world have followed Haier’s global trend leadership capabilities with imitation.
The reason why the 'China era' is the 'Haier era' is that in addition to the hard strength of Haier refrigerators, it has also established itself as a brand in the world. In the 30 years since China's refrigerator brands went to the sea, most of them chose the form of OEM, relying on foreign brands. Workers have earned profits from foreign exchange earning. Since then, these brands lacked their own manufacturing R&D and channels, which made it difficult to create a brand. Haier refrigerators have chosen to create their own brand since the beginning of the year and achieved 100% independent brand management. Haier's brand. For example, in the multi-door refrigerator market in Spain, Haier’s sales accounted for 49.6%, accounting for half of the country; in Russia, Haier's three or more segments accounted for 45% of the high-end market, ranking first in global brands.
More importantly, Haier Refrigerator explores the business model of the Internet of Things era with the concept of 'one person at one,' and conducts product development, manufacturing, and other activities around user needs. It has exceeded the average European-American century-old refrigerator company with a mean age of 100 years in more than 30 years. , The world's refrigerator industry ushered in the 'Haier era' and became a dazzling 'national business card.' Under the brand's 'Haier era', it also announced to the Chinese refrigerator industry that only actively go out to create a world-class brand. .