QINGDAO, China, December 31, 2014 /PRNewswire/ — Data from Euromonitor, a world renowned market survey institute, indicate that by December 31, 2014, Haier large home appliances brand retail revenue took 10.2% of world market in 2014, ranking top of global manufacturers. It is reported that Haier large appliances retail volume has been the world top for sixth consecutive years and the first double-digit percentage market share. Besides, Haier fridge, washing machine, freezer and wine cabinet sales also remain at world top positions.
2014 saw great changes in global markets for home appliances, with a lot of unexpected changes in European and American home appliance giants and Japanese brands. Continuous slowing-down of global sales growth or even negative growth troubled the industry. Statistics from Euromonitor show that since Haier took the world top position by 5.1% of the market share in 2009, global retail revenue for Haier large home appliances brands saw continuous growth. It took 10.2% of global market in 2014, ranking top of world manufacturers for six consecutive years. Continuous growth in declining global market is an endorsement to Haier’s transformation.
It is the prompt capture of customers’ pain spots and satisfaction of their demands which supported the continuous global retail growth for Haier large home appliances brands. Giving the fact that a fridge in a family has to work 24 hours a day, the direct cooling fridges used by the majority of Chinese families require high energy consumption, and have the problems of bacteria associated with frosting and difficulties in de-frosting. Since the air-cooling, non-air-drying and frost-free fridges manufactured by Haier can solve all these problems through advanced technology, they have been well-received by the customers.
Washing machine is used in every family every week or even every day. The inside of a three-year old pulsator washing machine is 500 times dirtier than a toilet, a fact often unknown to the consumers who, as a result, do not clean the inside regularly. Haier’s Clean-free washing machines have no such problem, therefore, nearly 200,000 units were sold in five months even at a minimum price of RMB 3999, overtaking all the high-end pulsator washing machines in sales.
In addition, Haier also captured the pain spots of the consumers and satisfied their demands in respect of wine cabinets and freezers. Haier takes 22.8% and 18.1% world retail market shares for freezer and wine cabinet respectively, showing the acceptance of the products by the consumers.
In the age of internet, Haier home appliances are internal "smart families" and external "internet factories". Haier’s "smart families" are based on digital operations which are supported by profound understanding of consumers and consumer data obtained through internet. On the data platform for Haier home appliances consumers, data labels for describing the interests, favorite brands and purchasing intension reached 1 billion level, creating clear consumer pictures, understanding accurately consumers’ demands and stepping up innovations. What provides more space for imagination is that Haier’s smart appliances such as air Rubik Cube, "clean-free" washing machine, Haier Boguan fridge, Tianzun air conditioner have become the symbols for smart family strategy.
Haier "internet factories" are links between R & D and consumers, which created all-process best smart experiences for consumers. Following the historical trend of internet era, Haier takes users as the focus and has eliminated the interaction distance with the users through internet factory’s open ecological system, realized global user and global R & D resources, modular dealers, employees, automation equipments real time interconnection and real time interaction in order to provide individualized experience designed, manufactured and distributed according to user’s special requirements.
Last, as the first enterprise involved in smart appliances in China, Haier smart furniture has been awarded number one among the top ten smart furniture brands in China. At the moment, Haier home appliances provide one-stop smart life solution covering air, water, washing and entertainment based on U + smart living platform, which is changing people’s lifestyle.
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