Haier

As one of the first Chinese companies committed to "going out", Haier has successfully invented the three-step model of "going out", "going in", and "going up" through its experiments in foreign markets, and has won high recognition from the leading research institutions overseas. Recently, European public opinion and market research institute ESOMAR held the 6th MRMW Global Innovation Market Research Conference themed "Leading the Technology Revolution”. After a series of investigation and research on companies around the world, Haier was granted the "2016 Excellence Award for Brand Vigor in Global Market Performance". Haier had also been chosen as the special business case to be presented during the conference and received unanimous recognition from over 5,000 senior managers who attended the conference.

It is learned that ESOMAR was founded in 1948 and has more than 4,900 industrial research experts and teams across more than 130 countries that promote ongoing conversations, engage in the development of industrial standards and guidelines, and organize events such as international seminars and training programs. The 6th MRMW Global Innovation Market Research Conference series, as one of the events organized by ESOMAR, aims to discover the next-generation technology pioneers in market research based on the previous feedback from hundreds of representatives and thought leaders in the sales and marketing research, and to identify the high-technology prototype developed by the generation through happenings across Asia-pacific region, Europe, North America and Africa.

The ESOMAR review panel conducts long-term research on brands based on 5 major criteria including customers' purchase frequency, quantity, spending amount, inclination to repurchase in the future and loyalty. The panel has agreed that Haier, as the world's largest home appliance brand, has far outperformed other brands in terms of each of the 5 indicators and has had a significant influence on the global home appliance industry in terms of global implication, technological innovation, industrial leadership, sustainable development, etc. It has become the major shaping force that determines the structure of global white goods.

The author suggests that Haier's global strategy and experienced practices in overseas markets are the underlying reason why Haier has stood out under the rigorous scrutiny from the century-old leading European research institution and won its recognition as a special business case. The European Union once pointed out that continentalization, as the next phase of globalization, is not the same as a simple breakdown of the global market into smaller regional markets. Instead, it means that the companies can realize the localization of research and development, design, and production, which has become a core feature of the Internet age. Currently, Haier has successfully entered over 100 countries and regions and become the mainstream brand in the local markets. The Trinitarian model of operation has mitigated the exchange risks and reduced the costs of supply chain for Haier, thus helping the company complete its overseas layout for the current stage and make steady and rapid progress, thereby providing the foundation for localizing famous international brands in overseas markets.

Taking Europe as an example, Haier Europe is headquartered in Paris, France. Its manufacturing center and supportive units are located in Italy. The R&D and design centers are based in Germany, France, and Italy respectively. Haier's products have already been sold in more than 30 European countries and are available in mainstream channels such as KESA, Media Market, Carrefour, Expert and other retail stores in Europe.

In the Internet era, user's demands have become the No.1 driving force for brand development. Haier has firmly grasped the situation and realized zero-distance conversation with global users through the establishment of user interaction platform in order to satisfy personalized demands of users from different regions. Haier has also been actively making use of new media, where users are invited to participate in end-to-end processes including product design and R&D through social media platforms such as Facebook, Youtube, Twitter, and Google+. They have become the creator, user, and ambassador for product promotion.

The ESOMAR official said that Haier really deserved the "Excellence Award for Brand Vigor in Market Performance" this year, and its achievement and experience had been worthy of presentation on the MRMW conference.