As early as two years ago, the BBC reporter came to China for filming the documentary "Creation in China." After experiencing Chinese manufacturing, he could not help but lament: 'China is no longer the only country that can mass produce other countries' innovative products. China's manufacturing is transforming into made in China. '
Today, from 'Created in China' to 'Chinese Creation in the World', under the leadership of the One Belt One Road Initiative, more Chinese brands have gone out of the country and entered the 'great seafaring age' of the world. There is no shortage of home appliance brands.
On March 29th, a group of charts from Google, Facebook and major e-commerce platforms in Europe attracted attention. The three major household appliances giants of Haier, Midea, and Gree all increased their presence in this high-end market in Europe. Judging from the five dimensions of the five language search index, the competitiveness of the ten brands, the penetration of the five e-commerce brands, and the influence of European users, Haier is far ahead of the rest, undoubtedly the most influential Chinese home appliance brand in Europe.
Top 5 Language Search Index NO.1 'Haier Brand' Maximum
High-end market Europe is an indispensable part of China's home appliance brands, but in the high-end market where the highest recognized and most difficult potential market is for home appliance manufacturers to go abroad, the situation is different.
From the perspective of the brand search index in the context of European English, French, German, Spanish, and Russian (the deadline is 2018.3.28), Haier’s household appliances have obvious advantages, all being NO.1; the United States is in Spanish, Russian. The index of brand searches under the environment is relatively high, closely following Haier; the Gree brand's top five language search index in Europe ranks third. For Chinese enterprises, the creation of a brand is still a big threshold for the global platform.
In recent years, Haier, with its own brand, has become a potential stock in the high-end market in Europe. According to sales statistics of more than 20 home appliance brands collected by GFK, an internationally renowned consumer durables research company, Haier air-conditioning exceeded 17 international brands and became the Italian market for China. The first independent brand; under the circumstances that the overall growth rate of the icy industry in the UK market was 3% in 2017, the growth rate of Haier refrigerators reached 60%; the market share of Haier's multi-door refrigerators in France remained stable at NO.1, and the online growth rate was Industry 4 times speed.
In addition, data show that in Germany, sales of Haier refrigerators in the localization market increased three-fold year-on-year from 2017 to January 2017, which is the fastest growth rate in the industry; in Spain, sales of Haier's multi-door refrigerators accounted for 49.6% of the Spanish multi-door refrigerator market in 2017; In Russia, Haier’s brand awareness has increased by more than 40%, and its annual sales have achieved 50% growth. It has become the fastest growing brand of refrigerators and washing machines in the Russian market.
The results of these markets last year also directly confirmed Haier's ability to achieve leadership in the five major European language contexts. Europe is seen as a testing ground for technology and product survivability, and is a key springboard for building international brands. Haier is in front of them. , Has also become a benchmark for many Chinese home appliance companies.
Ten brand competitiveness NO.1 'Haier brand' highest price
According to the data of the past 12 months of Google Trends (the deadline is 3.29), the strength of the influence of China’s three major home appliances giants in the 10 European countries is very different, and Haier has become the most competitive Chinese home appliance brand in Europe with absolute advantages. Is in France, Italy, Germany, the United Kingdom and other high-end market occupy a place.
In September 2017, an article entitled "Imitator To Innovator: How China Could Soon Be The World's Tech Leader" published by Forbes (Forbes), an authoritative business magazine in the United States, mentioned in the article, 'In the past few decades, Chinese companies It has evolved from an "imitator" to an influential 'innovator'. "Cheap, shoddy Chinese manufacturing is being replaced by original, high-quality Chinese creation. The prospects are great.
Last year, a message from Haier, the most expensive fridge sold in France’s largest home appliance store, sparked discussions. In 2004, the best-selling model of Haier refrigerators in Europe was priced at only 99 euros; after 10 years, Haier introduced one in Europe. The large-capacity 728-liter French-style refrigerator was sold for nearly 800 units in the first month of the listing, and the price reached the highest price in the store. The average unit price of Haier refrigerators in the 10-year period increased by 465%. The high-end transformation strategy of Haier in China is effective.
Haier is gradually becoming the high-end synonym for the European home appliance market. In the Czech Republic, Haier Casa Di's French door refrigerator and Miller kitchen stand shoulder to shoulder, becoming practical works of art. In Europe where high-end brands gather, users are the first to use multiple refrigerators. Lenovo brand is Haier, Hungary's Haile sales representative Bela Szabo can not help feeling that 'Hale is my God in the second half of life'.
Five major e-commerce brand penetration NO.1 'Haier brand' road widest
Judging from the penetration rates of the top five e-commerce platform brands in France (Cdiscount, Ulmer, Russia, Ulm, Netherlands, Otto, Germany, ebay.co.uk, UK, etc.) (deadline is 2018.3.29), Haier has successfully entered the European mainstream market and achieved remarkable results. The penetration rate of China's home appliance brands in major e-commerce platforms in Europe reached NO.1; in the United States, Gree’s brand penetration rate in the eBay e-commerce platform in the UK ranked second.
As early as 2016, Germany's largest high-end home appliance channel S through the 'bidding' method introduced Hais Group's Casa Di Erzi Ella Washing Machine, and gave 100 products the best location for this product. In recent years, from Looking at the introduction of major home appliances channels in Europe, Haier’s influence in the high-end European market is growing. Among them, the French largest retailer D’Thailand’s 10 branded islands welcomes Haier’s entry, and Haier’s entry into Europe K , M, E and other mainstream channels.
According to the person in charge of the famous store chain D store in France, the 70cm wide three-door refrigerator (A3FE742CMJ) launched by Haier refrigerator for the localization needs of the French market has become the 'best-selling model' and 'the most popular model' of the store, conquering it. A discerning French consumer.
Recently, Britain and even Europe recognized the most authoritative testing organization which released the latest evaluation results show that Haier's 4 refrigerators have been tested for 6 months, 9 projects, and have stable operation under cooling capacity, refrigeration capacity, high temperature and low temperature environment. , Energy consumption, noise, ease of use, and convenience of cleaning, etc. reached 4 stars or 5 stars, and was finally selected as 'Best Buy' product. Expert analysis, Haier's multi-channel layout in Europe, China's brand in Europe and even the global high-end market The degree of recognition has greatly increased.
European user brand influence NO.1 'Haier brand' powder
At the beginning of January 2017, Asso Aeicce released the results of its latest French people's New Year’s wishes survey on Facebook. The results showed that the first five categories of French New Year wishes are jewellery, automobiles, household appliances, and a trip. A lover, with Haier as a household appliance wishlist, has also become the only Chinese brand on the list.
As shown in the above chart, from the perspective of China’s three home appliance giants’ Facebook user layout (the deadline date is 2018.3.28), Haier has Facebook accounts in many European countries to achieve direct dialogue with European users. As for the proportion of user interactions of big brands, Haier’s user influence index in China’s three major home appliances brands is 95%, while those in the United States and Gree are 3.5% and 1.5%, respectively. This is also a different choice for Chinese companies’ globalization. To.
In 2017, based on the 16-year “Zero Distance to Users” interactive promotion campaign, Haier Europe’s micro-micro continues to participate in programs that include Belgium’s good voices, French farm love, etc., which are well received by users. Haier’s high-end brand awareness has been further enhanced. Accredited by local users: In Belgium, Haier's Italian drawer fridge won the top three of the local user test; in Poland, Haier ice wash products received the user quality trust award.
John Cot, the most authoritative spokesperson for the world's top corporate leadership and change field, believes that Haier is creating a successful global business model for the 21st century. This new model will not only create a very great company, but will also help the entire country. Expert Analysis, China Haier can be said to be one of the most powerful promoters in the world of home appliance industry exporting the world's “great seafaring era”. It has taken the lead in opening the road to “going by difficulties” and has successfully entered the European market and gradually became a global Chinese brand.