The world’s refrigerator industry has entered the “Chinese era”, and Haier has led the way. Industry insiders say that the “age of China” in the refrigerator industry is actually the “Haier era”. In fact, in every regional market in the world, Haier refrigerator is the leader. Taking China’s market as an example, Haier has always been in the leading position in the world, and is ranked first in the Chinese market for 28 consecutive years, as the world-famous brand of Europe, America, Japan and Korea and the international market of domestic refrigerator brands compete fiercely.
From the tenth week before the date of the PRC market data released in March, the global quality of the festival blessing, Haier refrigerator market share reached 36.7%, once again proved the refrigerator industry “Chinese era” is “the right of Haier era”. Data show that Chinese refrigerator market has formed a situation of tripartite confrontation trend: foreign brands accounted for 30% of domestic refrigerator brands accounted for 33.3%, Haier refrigerator is 36.7%. Among them, Haier refrigerator market share over 1/3 of the market, far higher than the domestic brand as well as the European and American Japan and South Korea and other old cards.
Throughout the current domestic fridge market, there are many factors such as soaring raw material prices, intensified mainstream brand price competition and difficult upgrading of consumption. China’s fridge market has been saturated or even negatively increased, leading to the continuous evolution of the fridge industry. The refrigerator was the “Four Golden Flowers” Frestech, the most brilliant market share reached 20%, and by 2017 had been out of the top ten industries and create the first declared production; Chinese Wanbao refrigerator, for not keeping up with industry trends, the mainstream brands see figure; development is the old refrigerator greatly disappointed. After many years of development, some of the newly launched fridge businesses have been developing continuously at the level of products and technology, which has increased rapidly, but the market share is not enough to shake the industry pattern.
Although foreign brands in the domestic market occupy a certain share, but the rising space has been squeezed by Haier and other domestic brands. Especially in recent years, with the continuous improvement of users’ consumption level, their technological innovation rhythm is slowing down and lagging behind the local market, which is difficult to meet the real needs of users, and ultimately has to withdraw from the Chinese market and even be bought by Chinese brands.
Under such circumstances, Haier, who ranks first in the Chinese market for the first 28 years in a row, has led the Chinese refrigerator industry to enter the Haier era, and has met users’ needs through a series of disruptive innovations. In March 8th, Haier refrigerator in order to carry out the “national new” as the theme of the global quality Festival, the whole space of fresh refrigerator flagship Symposium Series using whole space preservation technology, to meet the user does not get damp, and dry cargo food ingredients without dehydration, freezer meat ingredients not the loss of nutrients such as fresh storage demand; the world’s first Haier smart refrigerator, by building smart delicacy ecological network, to provide one-stop delicacy and interoperability ecological cooking experience for the user.
Not only that, the global refrigerator industry has also entered the “Haier era”. Relying on user led innovation 10+N research and development mode, 30 factories and Haier 6 brand collaborative layout, Haier refrigerator research and development of innovative products and disruptive technology, not only led the global refrigerator industry the 22 trend of innovation, but also gained the recognition of the global users. The Haier refrigerator was ranked first in the world in 2017 with a tenth market share of 17.3%, according to European international data. In Spain, Haier occupies half of the Spanish multi fridge market with 49.6% share of sales. In Russia, the share of Haier’s three and more high-end market is 45%, ranking first in the industry. In India, Haier’s original BM refrigerator, which accounts for 70% of the BM series, has become a “explosive” in the market.
In the past 13 years, Haier has made great achievements in the field of intelligent life in the past 13 years. Haier refrigerator, as an important part of it, creates a lifetime value for users through the leading technology and products driven by “man alone”. Meanwhile, Haier’s advantage as the world’s first refrigerator brand is more and more obvious. Its leading trend in technology and products has led the development trend of the industry, leading the fridge industry to enter the Haier era.
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