On May 28, PR Newswire published the news that the world's leading brand consultancy Interbrand had issued 2015 Best Chinese Brand Value Ranklist and the brand value of Haier Group had reached 7.879 billion Yuan, up by 8% than last year, and it has ranked the first in household appliance industry for 4 continuous years.
The report issued by Interbrand fully affirmed the enhancement in brand value of Haier brought by their transformation in Internet. Furthermore, it stated that this represented a major trend of "the integration between the traditional industry and Internet" that is presented in the developing process of Chinese brands. This report recognized that: “The steady integration between traditional industries and Internet is irresistible. Haier is actively building the development in ecosystem, under the theme of ‘Everyone is a maker, cause a sensation and to guide a market’, the profit witnesses rapid growth and its product structure has been optimized gradually. It does not only popularize the concept of U-home, but is actively laying out O2O field. It integrated from the aspect of the industry steadily and created a new ‘self-maintaining ecosystem’ ”.
Since 2005, following the diverse and fragmentary needs at the Internet Age, Haier has taken the lead in the Internet transition, exploring the mode of ‘win-win model of individual-goal combination’. In the year 2015, Haier Group came up to the concept of “Everyone is the entrepreneur”, supporting people to do business and push the transition and upgrade of the enterprises. Enterprises changed from the accelerator of products manufacturing to entrepreneurs incubating，disrupt the hierarchy and transform it into an ever-lasting entrepreneurial eco-system. The employees have also changed from passive performers to active entrepreneurs. Although the global household appliance industry is growing slow, Haier still grows stably. In 2014, Haier's global turnover is 200.7 billion Yuan, increasing 11% year-on-year. It achieved a profit of 15 billion Yuan, with a 39% year-on-year growth, and a growth rate of profits triple that of the revenue, which becomes the first enterprise to beat 200 billion Yuan turnovers in household appliance industry of China.
While sales performance was increasing, Haier's brand was also continuously increasing in value among the medium and high-end market. So far, Haier's products have been exported to more than 100 countries and regions worldwide and have successfully entered top 10 chain channels in the US and top 15 in Europe; The unit price of its manufactured products in Europe have raised from €99 ten years ago to €2,990 today. In Japan, the product positioning of Haier's refrigerators even has gone above Panasonic; In Russia's medium and high-end household appliance field, Haier has become as equally important as the European brands such as Bosch and Siemens, etc. In the first quarter of 2015, Haier achieved its sales growth nearly 35%, which was three times the industrial growth, in the Indian market; while in Pakistan, Haier had always kept the top-selling brand.
Interbrand, a global leading branding agency, has been the first company pioneering brand value researches since 1988, the Best Chinese Brand Value Ranklist of which, being as the most authoritative one throughout the industry, has been generated by taking the principle of fairness and transparency, combining financial materials independently audited by a third parties, as well as extensive consumer researches and marketing data,. Both market and brand trends reflected by this ranklist are also important reference guides for all walks of life.
