In the past 10 years, after the global financial crisis and the continued spread of the European and American debt crisis, the global home appliance industry is facing profound challenges, and the pattern of the home appliance market has undergone profound changes. Japanese refrigerator companies represented by Toshiba and Sharp strategically contracted home appliance retail business; Electrolux and Whirlpool and other European and American refrigerator companies also faced an overall strategic transformation.
The current refrigerator market is the main ups and downs? The world's leading research institute Euromonitor International released the global large-scale home appliance brand retail volume data report in the past 10 years. In the top 5 of the list, Haier refrigerators have always occupied the first, LG. In addition to occupying the second place, other brands continued to fluctuate. Since 2010, Whirlpool has been surpassed by Samsung to the fourth place; in 2014, Electrolux was surpassed by the United States, falling out of the top 5 list, while Japanese refrigerator companies have been excluded from the top 5.
As can be seen from the table, both European and American home appliance brands, as well as Japanese and Korean companies, have been left behind by Haier refrigerators. Haier refrigerators have been able to stay at the top of the global refrigerator industry for 10 consecutive years, which is inseparable from the road of independent creation. At the beginning of the sea, many Chinese refrigerator companies have chosen to OEM, in order to win the profit of foreign exchange, Haier has created a precedent for creating a brand.
Different roads lead to different brand endings. In terms of brand, OEM companies are trading under the “identity†of foreign brands. They have not left their “original name†in the global market, which has led to the world’s only knowing that China has created Chinese brands. Haier refrigerators do not do OEM production, achieve 100% independent brand management, and launched the "Haier" brand in the world. According to Google's keyword real-time search data, Haier ranks first in the global influence of home appliances, and Haier refrigerators are among the best in the market in Russia, India, Pakistan and other places.
In addition, in research and development, Haier refrigerators rely on Haier's global 10+N research and development model and its 30 advanced factories to lead the industry with 708 invention patents. Most importantly, Haier explores the business model of the Internet of Things era with “one person in one†and conducts product development, manufacturing and other activities around user needs. This kind of user-centered thinking enables Haier refrigerators to continue to produce. Subversive innovative products are always in a leading position in the market competition.
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