Haier in Europe: France | 'Three generations together' |

Europe has always been a gathering place for global home appliance brands. Intense competition, stringent environmental protection requirements, and standardized energy-saving mechanisms have become the threshold for foreign home appliance brands to enter Europe. They can enter the European market and occupy a place, not only explaining the quality of products and the reputation of users. , It is proof that the home appliance brand is recognized in the European market. On April 24, French time, AFP released the report that “A family of three generations of refrigerators in Saint-Cyr, Paris are all from the Chinese brand Haier”, which caused the public to report to Haier. Attention in the European market, a family of three generations, is also an era in which the company is rooted in Europe. Haier harvested French 'three generations of family' users in Europe and reflected the Chinese home appliance overseas branding template.

'Trinity' localization fully meets the needs of users for differentiating

In 1990, Haier exported 20,000 refrigerators to Germany for the first time, which blew the clarion call to European home appliance market. For 28 years, Haier has gradually realized the 'trinity' localization in Europe.

The design, R&D, and manufacturing of the 'trinity' layout established by Haier in Europe have enhanced its direct connection with European consumers. Based on this, it quickly and accurately gains insights into local consumer demand, and then integrates global top experts and technical resources, through localization. Strategic advantage to accurately grasp the pain points of users, in the first time to meet the different needs of European consumers.

Taking romantic and fashionable French consumers as examples, they have a beautiful appearance, lower refrigerator energy efficiency, and strong preservation ability. They are several factors that they consider when purchasing refrigerators. Haier refrigerators are based on the high-end needs of consumers and adjust the product structure. The introduction of multiple refrigerators not only has a full sense of design, but also has a beautiful appearance. It also uses the industry's first dry-wet storage technology. The dry area can be used to prepare steak seasonings, and the wet area stores fruits like French grapes. To provide local users with a more scientific and reasonable food storage program, once listed on the popular French consumers.

Haier drives innovation through user needs, and leverages R&D strengths to make innovations into products. Relying on the globally established '10+N' open R&D system, through the trinity localization strategy, it quickly meets the differentiated needs of high-end users globally, and from there Gained loyal users like the Jason family for three generations, harvested French MOF chefs, two high-end users such as red dot award winners, and let the world users face the 'Chinese brand'.

Haier Becomes a 'Regular Guest' in the European Market

In France, Heldorfer refrigerators ranks first with 47% market share. Although the refrigerator unit price is 1.6 times the industry average, the online growth rate is 4 times that of the industry. Even in overseas markets where there is no home advantage, Haier also Still sit tight on the throne of NO.1. Among the 348 stores in France’s largest chain channel, Haier took the recommended position and was granted 10 'brand islands'. In Europe, Haier’s brand awareness is about 30%, and it has reached 39 in France. %, Basically equal to European century home appliance M brand.

In fact, in addition to France, Haier’s performance in other European countries is equally dazzling. In January-February 2018, Haier’s exports grew by 22% year-on-year, ranking NO.1 in the industry, with high-end t-door refrigerators growing by more than 50% in Europe. , To achieve share No.1; in the United Kingdom, Haier was admitted to the largest royal department store in the United Kingdom, J. In the case of the UK market, the overall growth rate of the ice industry was 3% in 2017, the Haier refrigerator growth rate reached 60%; in Italy, Haier Air-conditioning exceeded 17 international brands and became the first independent brand in China for the Italian market. In Spain, Haier’s refrigerator sales accounted for 49.6% of the Spanish multi-door refrigerator market in 2017; in Russia, Haier’s brand awareness increased by more than 40%. Sales achieved 50% growth, becoming the fastest growing brand of refrigerators and washing machines in the Russian market, and Haier’s water heaters also ranked No. 1 in China’s own brands. It was the only Chinese brand in the Top 10 sales of water heaters in the Russian market. Brand appeal.

Haier Provides Template for Chinese Home Appliances Overseas Brand Creation in Europe

For a long time, the Japanese and Korean brands have monopolized the European market. With the rise of the Haier brand in the European market, this situation is gradually being broken. Haier has chosen an 'inflexible' brand of independent branding from the very beginning. From the 'product output' to 'brand export', Haier’s position in the world is unmatched by other OEM companies.

According to Euromonitor International, the output of white goods in China accounted for 49.1% of the world, but overseas, Chinese brands accounted for only 2.89%. Of this 2.89%, Haier accounted for 86.5%, which means that each overseas sales of 10 Of China's white goods, 8 are Haier's.

As of March 2017, Haier has received nearly 200 international design awards. In the awards for the most authoritative iFs and redots in the design field, Haier has obtained a total of 107 items, which is the largest number of home appliance companies in China. In terms of international standards, Haier has participated in In the 56 items, 90 items of international standard revision proposals were proposed during the participation process. 80% of the international standard system revision proposal and international standard experts in China’s home appliance industry were from Haier, and the remaining 20% ​​were from other household electrical appliance companies. From winning international awards to becoming global The home appliance industry provides standards, Haier constantly refreshes the world's users' perception of the 'Chinese brand' with its strong research and development capabilities.

Haier's performance in the European market is just a microcosm of its global market. On January 1, 2018, according to the report of the 2017 global large household appliance survey data published by Euromonitor, the world’s authoritative market survey agency— China Haier ranks first in the brand share of 10.6%. This is the 9th time that Haier has ranked first in the world. All indications indicate that Haier has become a 'Chinese brand' name card in the global market, and Haier has established a brand in Europe. Lu also provided a template for other Chinese home appliance overseas brands.

2016 GoodChinaBrand | ICP: 12011751 | China Exports