Recently, in the CCTV 'National Brand Plan' program, CCTV focused on Haier, the world’s first refrigerator brand, and demonstrated that Haier’s three major initiatives helped refrigerators enter the 'Haier era'. The report pointed out that the world’s authoritative market research organization Euromonitor International has published data. In 2017, Haier Refrigerator ranked first in the world for the 10th time with a share of 17.3%. In this context, the world refrigerator is entering the 'Haier era'. In the global patent quality quantity, independent research and development in the field of science and technology and 'one-man' Model-driven three aspects, Haier have achieved the trend of the global refrigerator industry leading.
For a long time, users and technology have been the two key factors that determine the market economy. For companies, only when they are combined together can they firmly establish a discourse system in the global market. With the continuous upgrading of consumption, global users are Demand for refrigerators has evolved from simple storage, durability and other functions to maintaining nutrients in foods, and requires a healthier lifestyle. Global refrigerator companies can only compete in the market by satisfying consumers’ different demand preferences through innovative technologies and products. In maintaining a dominant position.
In this context, European, American, Japanese, Korean, and Chinese refrigerator companies are all undergoing upgrading and structural upgrading. However, European and American companies such as Japan and South Korea have established an enterprise-centric innovation system, and continue to produce new technologies and products. To the extent that it does not meet the needs of users, some Chinese refrigerator companies insist on a 'user-centered' model to carry out innovation activities to meet the storage needs of users, which has led to the rapid development of China's refrigerator industry and has created a new one. The round qualifying competition has caused a drastic change in the competitive landscape between Chinese and foreign refrigerator companies.
As reported, relying on Haier's globally established '10+N' R&D model and 30 refrigerator factories, Haier refrigerators have created new products that exceed the expectations of customers and exceed the industry's limits by integrating global resources, new technologies, and leadership. The development trend of the industry. On the one hand, it has surpassed the European, American, Japanese and Korean refrigerator companies in terms of market share. On the other hand, it has also formed an overtaking trend in product technology, standard patents and other fields.
From the research and development perspectives of science and technology, in recent years, Haier Refrigerator has created a total of 10 subversive preservation technologies: The world's first refrigerated and frozen all-space preservation technology to meet the needs of users of all-space storage; the world's only Casa Imperial MSA oxygen-controlled fresh-keeping technology , To provide users with cell-based nutrition experience, etc. These innovative technologies not only fill the industry's gaps in storage, but also provide basis for Haier refrigerators to set industry standards. Based on the dry and wet storage technology, Haier refrigerators became the first to lead the development of international standards. Chinese companies have established the world's first "Standard for Refrigerators in All-Space Refrigeration" relying on all-space preservation technology...
From the perspective of the quantity of patent quality, Haier has always been deeply pursuing technological innovation, ranking first in terms of the number of patents and other industries. According to the number of patent disclosures in the global refrigerator industry in 2017, Haier Refrigerator achieved ‘Dozens’ at home and abroad with 708 patents. The total of 309 items in the second place and 77 items in the third place. Among them, the proportion of invention patents is relatively large, indicating that Haier refrigerators pay more attention to the quality of patents.
From the perspective of model, Haier Refrigerator has always insisted on the “one-man-one-in-one” model in which employees directly faced and continuously satisfied the personalized needs of users, and successfully copied the “one-on-one” model to GE Appliances, Fisher & Paykel. , AQUA. The data show that in Australia, Fisher & Paykel's BM400-450L product share was 67% in 2017, and BM500-600L product share was 37%, ranking first. In Indonesia's refrigerator market, it was down 9.7%. Next, Haier’s AQUA achieved a contrarian increase, which was a 47% year-on-year increase.
With the support of leading technology products, quality of patents, and global innovation models, Haier refrigerators are gaining market advantage globally through disruptive product technology innovation. In this process, Haier represented China. The refrigerator industry is promoting the transformation of Chinese manufacturing into China. China's speed has changed to China's quality, and Chinese products have transformed into Chinese brands, establishing a national brand image in the world.