October 15, the 124th session of China Import and export Commodities Fair opened in Guangzhou formally. At the scene, from the forefront of domestic and foreign products and cutting-edge technology has unveiled, showing the brand strength of each company.
Among them, Haier refrigerator to businessmen and visitors from all over the world to show the latest global innovation: In the United Kingdom, the Pakistani market to achieve double sales, in Russia, Vietnam market to achieve high-end leadership, further confirmed that the world's refrigerator has entered the ' Haier era '. At present, the global refrigerator market is undergoing profound changes. In Europe, the size of the refrigerator market continues to grow, but the traditional brand performance in Europe and the United States has fallen seriously, the Korean brand share is relatively stable, and the overall market large volume, multi-door and low energy consumption trend is obvious, further to the high-end market transformation.
In South Asia, Southeast Asia, the overall capacity of the refrigerator market slow growth, but the product structure is undergoing a major change, 200 liters of the following product market capacity atrophy, large volume of the refrigerator market began to grow, inverter products are vigorously promoted to market. In this case, Haier refrigerators more adopt the "globalization to deal with globalization," the localization of operating mode, that is, the use of Haier's global 10+n research and development model and 30 refrigerator factories and other resources, to achieve the differentiated supply of overseas markets to meet. In Haier's overall development and production layout, refrigerator products accounted for more than 70% of overseas production.
On the other hand, Haier refrigerator adhere to high-end brand, developed a number of differentiated high-end products to establish competition thickness. Exhibition area, Haier refrigerator for the global distributors show a lot of local research and development of high-end products: wet and dry storage refrigerator, drawer refrigerator, full-space fresh-keeping refrigerators. Among them, based on India Bangalore and other Asian research and development centers, Haier for Southeast Asian consumers love the appearance of Glass, the pursuit of large-capacity demand, the introduction of wet and dry storage refrigerator. Relying on the German Research Center in Nuremberg and the Russian refrigerator manufacturing base, Haier has provided the solution of drawer-type refrigerator for the convenience of energy saving and large capacity demand of European consumers. A European businessman said: ' This drawer-style design is very convenient, eliminating the usual trouble of looking for things.
' With this kind of high-end products, Haier refrigerator sales have made a breakthrough growth. In the United Kingdom, Haier drawer multi-door series of products to achieve multi-door market leader, 17-18 years sales to achieve double; in Russia, Haier black stainless steel and color inverter series in 18, sales exceeded 10,000 units, the market positioning over the average price of 1.6 times times, to achieve the absolute leading high-end; in India, Haier BM Refrigerator growth of 143% in the first half of 18, category share 90%, driving India's overall increase of 95%; in Vietnam, Haier dry and wet storage T-door combination to achieve industry-leading, the first degree of 1.5, the overall high-end sales ratio from 17 to 5%.
In Pakistan, Haier refrigerator in the high-end market for 3 consecutive years first, the market share of 45%, to achieve the ring lead. In addition to Haier, this year a large number of household appliances Enterprises also actively optimize the product structure, innovation and upgrading of fresh-keeping technology and the development of new markets, exports to achieve 2-digit growth. China Merchants Industrial Research Institute data show that 2018 1-August The export volume of Chinese refrigerators was 35.25 million units, an increase of 3.4%, the export amount of $4.9444 billion, an increase of 12% yoy. Experts pointed out that the industry's export situation is clear, to a certain extent, easing the pressure of enterprises in the domestic market. Haier refrigerators, whether domestic or foreign markets, are leaders.