Recently, Yikang, a domestic authoritative testing agency, announced the market data for the 16th week. The data shows that the Haier refrigerator market share was 39.9%, an increase of 12.8% year-on-year, creating the highest share of the single-week history, and the market share of 42 markets in the country. Ranked first in the rankings. Previously, Haier Refrigerator also refreshed the history of the first refrigerator brand that exceeded 35% of its annual share since the Yikang statistics. While constantly refreshing the industry's historical record, Haier refrigerators are also leading the world in the refrigerator industry. 'The era of Haier'.
From the status quo of the refrigerator industry, before the era of quality consumption, refrigerator companies around the world have met the basic storage needs of users by upgrading cold storage and fresh-keeping technologies. However, despite the trend of consumption upgrades and rising raw material prices, they have experienced many times. Fresh-keeping technology upgrades, smart innovations, etc., but it has not fully met the user's healthy dietary needs. This has also led to the further evolution of the competition pattern of refrigerator companies. On the one hand, the concentration of mainstream brands has further increased, and the top5 brand share reached in the first quarter of 2018. 69%, SMEs face the situation of reshuffle; on the other hand foreign brands are further compressed, most brands choose to change the business strategy in the domestic market, the first quarter of 2018 market share of 23.77%.
Under the slow growth of the refrigerator industry, Haier Refrigerator has created one after another market miracle. Behind the formation of a unique competitive landscape is Haier refrigerator entrepreneurial research products based on the pain of many years of product innovation and globalization Layout. This also prompted Haier refrigerators to dominate every major product, technology and standard change in the refrigerator industry.
First of all, to gain insights into users' health pain points and achieve product innovations. Since its inception, Haier Refrigerator has always insisted on “user-centered” thinking and new products and technologies. Its invention of a full-space fresh-keeping refrigerator incorporates fine-controlled micro-channels. Technology, dry-wet storage technology and refrigerated thermostat technology have subverted the experience of using traditional refrigerators with poor preservation; F+ free-standing refrigerators achieve cell-level nutrition through oxygen-control technology, extend the preservation of ingredients to the micro level, delay the oxidation of ingredients, etc. This ability to control and perceive the pain points of users, combined with deep technical innovation capabilities, has led Haier's products and technologies to be imitated by the industry 22 times, among which are many well-known companies such as Europe, America, Japan, and South Korea.
Secondly, the establishment of standards to establish standards for the industry, but also to provide users with the basis for selection. Although it has been being imitated, but Haier refrigerator with the ability to innovate in fresh technology, always hold the right to speak in the refrigerator industry. Dry and wet storage technology For the sake of simplicity, Haier refrigerators are leading the development of international IEC preservation standards, becoming the world's first refrigerator preservation standard and occupying a place on the international standard stage. Based on the full-space preservation technology, Haier Refrigerator has formulated the industry's first "full-space preservation refrigerator" standard. , For the industry to clarify the guidelines for the preservation of all aspects of space, to fill the gaps in the industry. More importantly, this will be in the case of products with good and bad, for the user to judge the refrigerator preservation effect, etc. to provide a criterion.
In the end, the globalization layout laid the foundation for satisfying the user's differentiated needs. Based on Haier, Casa Di, Commander and other 6 home appliance brand clusters, as well as 30 factories worldwide and 10+N R&D model, Haier Refrigerator can truly practice design and production. , Sales of the 'trinity' localization strategy, continue to innovate in disruptive technologies and products to meet the different needs of different segments of the different users, personalized needs. And this has also been recognized by global users. In Europe, the overall scale of the year-on-year growth of 50 %, the fastest growth rate in the industry; in the Spanish market, the number and volume of Haierduo's refrigerators all achieved first-to-many market share, respectively 32.6% and 49.6%; in Pakistan, Haier refrigerator sales increased by 65%, high-end share 45 %, industry first.
Under the guidance of the 'one-man-one-in-one' model, Haier refrigerators completed the layout of 'from the product manufacturing center to the user's needs as the center', created a more scientific and reasonable storage program for users, and finally gained market recognition, leading the world The refrigerator industry enters the 'Haier era'. From the innovative path of Haier refrigerators, it can be seen that in the era when users are king, refrigerator companies can only occupy the commanding height in the competition of the refrigerator market as long as they try hard to build strong boards.