Recently, Ms. Duyen Hong, who lives in Ho Chi Minh City, Vietnam, purchased a refrigerator of AQUA more than 10,000 yuan, which is owned by Haier. According to Vietnam, where consumption levels are low and the average monthly wage is about 1,800 yuan, this is the case in Vietnam. For most people, it was an extravagant thing. Talking about the reasons for choosing the AQUA refrigerator, she said that her daughter purchased a AQUA T-door refrigerator a year ago and gave her a good impression. The original dry and wet storage and other functions greatly satisfy the needs of Vietnam's users for differentiated storage.
In fact, Ms. Duyen Hong is not the case. In Vietnam, Haier Refrigerator has achieved increasing brand value through high-end layout and won the favor of many Vietnamese users. According to GFK data, Haier’s AQUA multi-door refrigerator market share is 22.5%. , Multi-door refrigerator market NO.1; in March this year, AQUA refrigerators accounted for 20% of the market share in Vietnam, ranking first in the industry. This is further evidence that in the world of refrigerators in the 'Haier era', Haier’s global brand influence is deepening .
China Refrigerator Enterprise in Vietnam: Opportunities and Challenges Coexist
For Chinese refrigerator companies, the huge development potential of the Vietnam market and the space left by the refrigerator penetration rate provide an excellent opportunity for their development. On the one hand, Bloomberg forecasts that Vietnam will continue to grow at a rate of 6.5% in 2018. Ranked in the forefront of Asia. The rapid economic development has a huge impact on the refrigerator market. On the other hand, previous data showed that the penetration rate of the Vietnamese refrigerator market is 49%. The total population of Vietnam is over 90 million. Such a huge market. The base also means that the demand for refrigerators is still large. Affected by the economic growth and consumption upgrades, the Vietnamese refrigerator market has experienced rapid growth, with a growth rate of 10%.
As a developing country, the potential of Vietnam's refrigerator market is obvious to all, but at the same time, the actual social situation in Vietnam also imposes higher requirements on Chinese refrigerator companies. Although Vietnam is China's 'neighborhood', Chinese refrigerator companies have inherent geographical advantages. However, little is known about the economic culture, consumer demand, and channel construction of the Vietnam market. It still needs continuous exploration.
In addition to the social factors in the Vietnamese market, Chinese refrigerator companies also face challenges from other refrigerator companies in the world. Compared with Japanese and Korean companies that started earlier in the Chinese refrigerator industry, they have turned their attention to Vietnam since the last century, and some companies have Vietnam has set up a refrigerator factory, which is firmly rooted in localization and once formed a dominant monopoly in Japan and South Korea.
Haier Vietnam High-end Difference Strategy: Market Share of 20%
In recent years, the development opportunities in the Vietnamese market have attracted many Chinese refrigerator companies to enter. In the face of the coexistence of opportunities and challenges in the Vietnamese market, Haier Refrigerator has been implementing the 'trinity' localization layout through measures such as layout factories since entering the Vietnamese market. The high-end strategy and product differentiation strategy have broken through the market barrier and achieved high-end multi-door market and overall market share rank first.
Specifically, first, AQUA Refrigerator has emerged a unique high-end road in the Vietnamese market. For Vietnamese users, the price is RMB 4,500, and a refrigerator with a capacity of 450 liters or more belongs to the high-end refrigerator. In recent years, AQUA refrigerators are continuously The introduction of T-doors, door-opening, multi-door and other high-end products infiltrated the high-end market in Vietnam, and has achieved results, high-end products accounted for 20% to 25%.
Second, the high-end differentiated products of AQUA refrigerators meet the storage needs of users. As the world's second largest coffee exporter, Vietnam has a huge coffee output. However, the high temperature and humidity of the tropical monsoon environment is not conducive to the storage of coffee and other ingredients. Therefore, the dry and wet storage technology developed by Haier can not only provide 90% of the fresh storage environment for fruits and vegetables, but also provide a 45% dry and fresh storage environment for coffee, dry goods such as tea. In addition, AQUA refrigerator has a glass appearance, The large-capacity design highlights the noble and beautiful products, and meets the local consumers' aesthetic demands for refrigerators and large-capacity consumer demands.
Exporting products to the outside world requires an innovative model and brand proposition. This is the only way for the brand's rise. Under the guidance of the “one-in-one” model, AQUA Refrigerator won the No. 1 spot in the Vietnamese market, and Haier refrigerators continue to grow in the global market. In 10 years, it topped the list and placed the brand in the hearts of global users. This not only indicates that the world refrigerator has entered the 'Haier era', but also that Chinese companies have set a good example on the road to globalization.