/ Daily News/July 29, 2022 Guangzhou -- What is the best-selling washing machine brand in Europe? Not a German brand, not a Japanese or Korean brand, but Haier from China. According to GfK, Haier was top 1 in the washing machine market in the UK and France in the year to May. In Italy,Candy's washing machine market share reached a new high of 12.6% in June, ranking first in the market. In July, in Germany, Amazon Primeday activity ranking, Haier Wisdom washing machine, washing and drying machine, clothes dryer three series are TOP1.
This report card not only reflects the new achievements of Haier's overseas brand creation, but also Outlines the brand portrait of "made in the world, for the world". Since the beginning of the 1990s, Haier Zhijia has always adhered to the trinity localization strategy and achieved high quality development.
Independent brand roots overseas, to become the world's leading high-end brand
It is imperative for Chinese enterprises to go overseas, but it will not be smooth sailing. Being able to get a foothold in Europe is a sign that Chinese companies are competing overseas. Now, Chinese brands in Europe to achieve the lead, also marks the Chinese enterprises in the global brand harvest period. GfK data showed that in France, Haier Wisdom washing machine market sales in May increased by 12% year-on-year, the fastest growth rate, washing and drying all-in-one machine with a market share of 20.2% in the first place; In Italy,Candy washing and drying all-in-one machine had a market share of 19.9% in June, ranking first in the market. In Spain, washing machines were the No. 1 online seller in May.
What is more commendable is that these achievements are 100% from Haier Zhijia's own brand. Early layout of overseas markets, many enterprises have chosen OEM processing, obtain low profits. However, Haier Zhijia chose the road of independent brand creation, which was difficult before easy. It chose to set up factories in developed countries to realize the trinity of design, manufacturing and marketing, which was controversial at that time.The Heliologists' approach proved to be very forward-looking. Just because Haier insists on the trinity localization strategy, it has already formed a global high-end brand system covering Haier, Casatti, Leader, Fisher&Paykel, GE Appliances, AQUA and Candy, laying a solid user base for the smart home implementation.
In the past, Chinese enterprises focused more on "product export". However, Haier brings its innovative products, scene brand and ecological model into Europe, and provides scene experience according to the differentiated needs of users. For example, the I-Pro series high-end washing machine launched in the European market can be connected to nuncas, Amazon and other ecological parties, and users can automatically order detergent with one click operation on hOn App. In the smart washing scene, users can also remotely check the laundry and drying process through the App, and receive a drying reminder on the phone after the end.The continuous growth of local operation and the achievement of a sustainable global ecology
If independent brand creation is the key for Haier Zhiji to "take root" overseas, then the real growth is inseparable from its global construction of design, manufacturing, marketing "trinity" of local operation system.
Relying on the global layout of "10+N" R & D system, 30 industrial parks, 122 manufacturing centers, Haier Zhijia continuously deepens the localization of manufacturing layout and intercontinental operation. Behind this is global collaborative research and development, production, supply chain management and other global integration of collaborative capabilities. For example, I-Pro series of high-end washing machines launched by Haier Wisdom in Europe are jointly researched and developed by China and Nuremberg R&D Center in Germany. They are produced by Chinese factories and then shipped to European countries for sale, becoming popular products in France and Germany. This is Haier wisdom built up the "trinity" localization layout, through the global system, to support the operation of global business.
With the continuous promotion of Haier Smart home scene brand, localization operation and self-owned brand also entered a new stage, from the operation of household appliances to the operation of "home", for different countries, different regions, and even each different user, customized smart home scene.Up to now, Haier Wisdom has built more than 900 smart family experience centers around the world, and is bringing the above seemingly remote smart family experience to the eyes and hands of consumers. In Europe, hOn APP launched by Haier Intelligence enables users to control all intelligent products of Haier, Candy and Hoover with mobile phones. Among them, in the Czech Republic, the largest Haier Smart Home experience store opened in April this year, providing offline users with smart home scenes. In the washing and care scene of the experience store, the user can confirm through hOn APP that the washing machine judges the material of the clothes according to the weight of the clothes and the absorbent degree of the fibers, automatically matches the appropriate washing mode, and achieves the "quiet washing" effect of fast, smooth and gentle washing during the washing process.
< /p>From the perspective of globalization, this is a new journey for Haier Zhijia. The European market will become an important milestone of Haier Zhijia's overseas development, and also an important accumulation of Chinese brands' overseas development in the future. Haier Zhijia with its own brand overseas development model, is bound to become an important direction of the globalization of Chinese enterprises.
