Haier

On December 31, the world's authoritative market research agency Euromonitor International published the survey data on 2014 worldwide large household appliances: 2014 brand retail volume of Haier large household appliances amounts to 10.2%, ranking first in the global market. It is said that it is the sixth time for Haier to win the championship in the retail volumes of large household appliances and moreover, it is the first time for Haier to exceed double-digit.  At the same time, the brand share of Haier refrigerators, washing machines, freezers, wine coolers still ranked first respectively in global markets.

In the past year of 2014, the market pattern of global household appliances has undergone profound changes. American and European household appliances giants and Japanese brands have suffered unexpected changes. The growth margin of global sales volume of household appliances continued to decline, and there even appeared negative growth. According to Euromonitor International’s survey data, since 2009 when Haier ranked first in the world with a 5.1% market share, the global share of Haier appliances continued to grow. This year, it ranked first again with 10.2%, an absolute advantage and became the champion in the six consecutive years. Contrarian growth is the endorsement of Haier’s transformation.

The global share of Haier appliances continues to grow. This is due to its high-speed in capturing users’ pain points and satisfying their needs. First, judging from the refrigerator, which is being used 24 hours a day, at present, most of Chinese homes use the direct cool refrigerator. Such refrigerator is electricity-consuming and moreover, it will breed bacteria after frost which is difficult to remove. But the air-cooled frost-free refrigerator launched by Haier will solve all these problems for users in one fell swoop. Meanwhile, due to the cut-edging technology, Haier air-cooled refrigerator gradually began to spread universally.

Second, at home, the washing machine is used every week or even every single day. The inner cylinder of a 3-year-old pulsator washing machine is 500 times dirtier than the close stool. But in life, some consumers are uninformed or some customers will clean the inner cylinder regularly. Haier "no-clean" washing machine allows consumers to wash clothes in the clean inner cylinder. Despite its lowest price is RMB 3,999, in five months, nearly 200,000 units have been sold, which exceeds all the high-end washing machines in the industry.

In addition, wine coolers and freezers also seize the pain points of consumer groups and meet these needs. Haier Freezers and wine coolers occupy respectively a global share of 18.1% and 22.8%, which proves their wide recognition by customers.

In the Internet era, outside, Haier appliances focus on "smart home"; inside, Haier appliances focus on "Interconnected factory".  Haier "smart home" based on the keen observation on users and the digital operation of interactive users. On the users’ big data platform of Haier appliances, the data labels that describe users’ interests, brand preferences and purchase intent reach 1 billion, thus generating a clear users’ portrait.  Meanwhile, it is able enough to accurately insight into users’ needs and drive business innovation. What is beyond imagination is that: Haier air cube, "no-clean" washing machine, Haier Boguan refrigerators, Tianzun air conditioners and other smart appliances have become the embodiment of its smart home strategy.

Haier "Interconnected Factory" connects research and development on the one hand and connects the users on the other, aiming to creating the best user smart experience during the whole process. Haier conforms to the trend of the Internet ear and becomes user-centered. Via the open ecosystems of the interconnected factory, Haier eliminates the distance of interaction with the users and achieve the real-time connectivity, real-time interaction between global users and global R & D resources, module suppliers’ resources, employees and automation equipment. By doing so, it aims to provide users with personalized experience of on-demand design, manufacture and delivery.

In addition, as China's first enterprises that set foot in the field of smart household appliances, Haier smart household appliances have ranked first in the six consecutive years among China's top ten brands of smart household appliances. Currently, based on the U + Smart Lift Platform, Haier appliances have created a one-stop solution for smart life that covers air, water, food, body care, entertainment and other living areas.  This solution is changing people’s lifestyle. 

8 days to go before the HGEC and Haier's 30th anniversary celebration

(Translator-editor:Haier New Media Zhou Xiaoming)