/ Daily News/Guangzhou, July 28, 2022 -- When a brand becomes the top 1 in the market and reaches the ceiling of the industry, it will face great challenges in the space to move forward. But some brands are going ahead. Haier is one of them. In the process of globalization, Haier Wisdom adheres to the trinity localization layout and implements the concept of "Made in the world, made for the world" to meet the differentiated needs of different users and constantly open up new growth space.
According to GfK data, after ranking top 1 in Japan's white electricity market in June, the monthly growth rate of refrigerators, freezers and washing machines of Haier and AQUA brands led the Japanese industry again in July. Among them, the refrigerator increased by 22%, the share of TOP1; Refrigerator growth rate 58%, share TOP1; Washing machine growth rate of 85%, share of the TOP3.
It is reported that the products sold by Haier Zhijia in the Japanese market are jointly researched and developed by China and Japan after fully investigating the differentiated needs of local users, and are produced by factories in China and Southeast Asia before being shipped to Japan and launched on the market. In order to enhance its competitive edge in the market, this year, Haier Japan has launched a number of high-end innovative products, such as large-capacity three-door refrigerator, drum washing machine with the smallest volume of the same volume segment, and 20th anniversary limited refrigerator. Considering that the kitchen space of Japanese families is relatively narrow and long, ordinary large-capacity refrigerators are too large to be opened, and the demand for refrigeration and freezing of users increases in summer, Haier Zhijia mainly promotes the large-capacity three-door refrigerator with a width of only 54cm, realizing the minimum width of the same volume segment, which not only solves the space limitation, but also the 300L large-capacity design can meet the needs of users to stock up.
In addition to high-end differentiated products, considering users' attention to healthy life, Haier Wisdom also builds smart and healthy life scene, close to users' personalized needs, in order to achieve high growth. Among them, in the scenario of intelligent washing and care, users put clothes into the AQUA drum washing machine. The intelligent detergent delivery system equipped with the Aqua drum washing machine can automatically add laundry liquid and softener according to the weight of clothes, saving users' washing and care time. In the scenario of healthy fresh storage, after users put salmon, beef and other foods into the AQUA vertical freezer, the temperature inside the freezer can be managed in real time, realizing free conversion between refrigeration and freezing. Moreover, the air cooling technology equipped with the freezer can also retain food nutrition to the maximum extent, meeting users' demand for healthy fresh storage.
At the same time, Haier Zhijia innovates interactive forms, continuously enhances brand influence, and contributes to the leading growth rate of various categories. Online, in early July, Haier Japan held Tik Tok Challenge together with well-known IP to show product technology through fun dance, which not only deepens users' awareness of products, but also promotes brand influence. Statistics show that the campaign has been viewed 58 million times in the first eight days. Offline, Haier Japan launched a summer business war user feedback activity to increase users' desire to buy and boost sales.
In the fierce market competition, Haier Zhijia on the basis of leading the market, and achieve the rapid growth of various categories, stand out from the Japanese market. But this is not the end. In the future, Haier Zhijia will continue to provide users with healthy life solutions based on user needs, and further release the market growth space.
