Haier

Haier continues to win consumer favour globally with its everyday quality household appliances, achieving the top spot in Euromonitor’s Global Major Appliances 2014 Brand rankings for the sixth year running.

28 January 2015 – New Zealand’s fastest growing appliance brand, Haier, has once again been ranked the No. 1 Global Major Appliances Brand by Euromonitor International, achieving a double digit (10.2%) retail volume market share in the global large household appliance market in 2014.

According to research from Euromonitor International, Haier’s global retail sales of major appliances have achieved continuous growth since Haier first topped the rankings in 2009 with a global market share of 5.1%.

Mark Baillie, General Manager – Distributor New Zealand says that year-on-year growth in global market share is testament to Haier’s philosophy to put consumer needs at the heart of the product development process.

“Haier has made a commitment to understanding consumer needs and developing products that make life easier with solutions that deliver value-for-money, and reliable and practical appliances that get the job done.

“Our everyday solutions, such as anti-bacterial door seals and detergent dispensers to reduce the chance of mould and mildew in front loading washing machines, and high energy ratings in products that operate 24 hours a day, like our chest freezers, make us a popular choice for the everyday consumer,” says Mark Baillie.

Haier also came first in Euromonitor International’s ranking in three product categories: Refrigeration Appliances, Home Laundry Appliances and Electrical Wine Cooler/Chiller.

“Our global rankings reflect the growth we are seeing in the New Zealand market, particularly in the refrigeration appliance category,” says Mark Baillie. “In 2014 all of our refrigeration products had major increases in market share.”

In August 2014, Haier launched a high-profile, multi-platform, brand campaign promoting its new ‘Everyday’ proposition backed by several new product releases throughout the year, to raise its profile as New Zealand’s leading value mass-market whitegoods specialist brand.

“The Haier brand in New Zealand is growing, which is reflected in continued gains in market share. Our objective is to leverage this opportunity by building awareness and trust in the brand to elevate our position in the customers’ mindset, and ultimately within this market. We have a responsibility to the industry as a whole, and our ongoing investment in the category signifies our commitment to delivering on this promise,” saysMark Baillie.

As part of the Fisher & Paykel ‘family’ of brands, Haier’s position in the company’s multi-brand strategy ensures that, across the entire product portfolio (Fisher & Paykel, DCS and Haier), there is an appliance to suit the preferences and requirements of every Kiwi household: be it price, feature set or size.

Importantly Haier is the only value brand backed by 24/7 after-sales Customer Care with Haier customers having access to Fisher & Paykel’s dedicated after-sales support team and technicians trained exclusively to service the two brands.

（source：Scoop）