From high-speed trains in China to shared bicycles to Alipay, WeChat, more and more Chinese brands continue to refresh the impression of 'Made in China' in the world. In recent days, a set of figures has shown that China is performing from the chase on the world stage. The trajectory of change to the leader. The data shows that Haier Duo Men refrigerators ranks first in France with a market share of 47%. Among them, the average refrigerator Haier price is 1.6 times that of the industry, and the online growth rate is 4 times that of the industry. Even if there is no In the overseas market with home advantage, Haier is still sitting firmly on the throne of NO.1. It can be seen that Haier’s global brand influence is gradually deepening.
The world's most discerning household appliance market: opening its doors to Chinese brands
Europe is the home of global home appliance brands. At the same time, it also has the world’s most stringent energy efficiency standards for home appliances. The home appliance brands that can enter here are all labeled “Qualified”. Traditional French with the ultimate pursuit of life. For people, they not only have a critical eye on art, they are also pursuing perfection in the selection of home appliances. Can the foods kept in refrigerators not taste confusing and guarantee a perfect taste? When the washing machine is doing laundry, can it be zero-wound , so that the noble fabric without any loss? Product appearance, height is not only beautiful and elegant at the time of use? These have a high standard requirements for home appliance design, technology, is the French people are concerned about the details. This 'most discriminating' home appliance market opened its doors to Chinese brands.
In the first entry into the French market, Haier was not concerned as a Chinese brand, because in the eyes of French consumers, Chinese brands used to mean 'good and cheap'. However, Haier has the most effective product advisor: users. After a lot of meticulous users According to the survey, Haier found that the French have an utmost pursuit of refrigerator energy efficiency, freshness, and especially humanized aesthetic design. As a result, Haier has launched a number of refrigerators through in-depth research and development, which not only has a rich sense of design, but also has an attractive appearance. The first dry and wet storage and preservation technology, the dry area can be used to prepare steak seasoning, the wet area to store grapes produced in France, etc., to provide local users with a more scientific and reasonable food storage program.
After the launch of Haier Duodoor Refrigerator, it quickly conquered the discerning French users. Although the average refrigerator price was 1.6 times that of the industry, it still ranked first with 47% of the market share, and the online growth rate reached 4 times that of the industry. In the 348 stores of the home appliance chain channel with the largest market share in France, Haier took the recommended position. The person in charge of the channel refrigerator area said that Haier was the main user because of user approval. 'Haier's product design is very beautiful, and the refrigerator's freshness is excellent. The interaction enthusiasm is very high, and the market is working well. 'Now in Europe, Haier's brand awareness is about 30%, and it has reached 39% in France, which is basically the same as European household appliance brand Miele.
From chasing to leading: The most expensive refrigerator sold in France's highest-end channel is Haier.
As a global racetrack for home appliances, Europe brings together brands from all over the world. Intense competition, demanding environmental protection, and standard energy-saving mechanisms have all become barriers for foreign brands to enter Europe. Therefore, in order to reduce the difficulty of many Chinese brands, Have to choose OEM exports, to transfer their own technology, products free of charge to foreign brands. This is why in the European market, in addition to Haier, Asus, Lenovo and other independent brands, difficult to see the reasons for other domestic brands.
In the eyes of French consumers, Chinese brands used to mean 'good and cheap'. However, Haier not only changed the history of Chinese home appliance brands' difficulty in entering the local mainstream sales channels, but also became the mainstream brand of these channels, and they broke this with high-end innovative products. 'Old concept' In January to July 2017, Haier refrigerator sales in Europe's high-end model increased by 77.8% year-on-year, Haier washing machine increased by 61.3% year-on-year; Haier air-conditioner not only ranked first in Russia's market share, but also ranked first in China's own brand in Italy. Europe China Air Conditioning brand.
The most expensive refrigerator sold today in France’s largest chain is Haier, and the French MOF Award winner Brigitte Delanghe also chose Haier. The Royal Emperor Condi in L’Isles Adam, near Paris, France, uses a full set of Shanghai appliances. Early January 2017 The survey results of the latest French people's New Year’s wishes published by the European Economic and Trade Development Association on Facebook show that the top five wishes of the French New Year are jewellery, automobiles, appliances, a trip and a lover, with Haier’s desire to be a household appliance. , also became the only Chinese brand on the list.
Haier’s continuous development in the French market is a microcosm of Haier’s globalization achievements. It is also a close-up of the globalization of Chinese companies going abroad. Haier’s world ranking consists of 6 major brands including GE Appliances, Fisher & Paykel, and AQUA in Japan. An electrical brand cluster' not only met the needs of different levels of users in France, but also won the support of 1 billion users in 160 countries in the world. Survey data of major household appliances released by Euromonitor International, an authoritative market survey agency, showed that Haier is global Brand share has reached 10.6%, ranking first in the world for nine consecutive years.