Haier in Europe: the French market share of multi-door refrigerators is 47% stable NO.1

From China's high-speed rail to shared bicycles to Alipay and WeChat, more and more Chinese brands are constantly refreshing the impression that “Made in China” is in the world. Recently, a set of figures shows that China is on the world stage to play a trajectory from chasers to leaders. The data shows that Haier multi-door refrigerators rank first in France with a market share of 47%. Among them, the average price of Haier refrigerator is 1.6 times that of the industry, and the online growth rate is 4 times that of the industry. Even in overseas markets where there is no home advantage, Haier is still sitting on the NO.1 throne. It can be seen that Haier's global brand influence is gradually deepening.

The world's "most critical" home appliance market: opening the door to Chinese brands

Europe is the gathering place of global home appliance brands. At the same time, it also has the most stringent home energy efficiency entry standards in the world. The home appliance brands that can enter here are labeled as “Qualified”. For the traditional French people who have the ultimate pursuit of life, they not only have a critical eye to art, but also pursue perfection in the choice of home appliances. Can the food preserved in the refrigerator not be scented and ensure a perfect taste? Can the washing machine be zero-wound when washing clothes, so that the noble fabric is not damaged at all? Is the appearance and height of the product both beautiful and in use? Time is not elegant? These questions about the high standards of home appliance design and technology are the details that the French care about. And this "most critical" home appliance market has opened its doors to Chinese brands.

When entering the French market, Haier is not a concern as a Chinese brand, because in the eyes of French consumers, Chinese brands once meant “good quality and cheap”. However, Haier has the most effective product consultant: users. After a large number of meticulous user research, Haier found that the French have the ultimate pursuit of refrigerator energy efficiency, freshness, especially humanized aesthetic design. As a result, Haier has developed a multi-door refrigerator through in-depth research and development. It not only has a full sense of design, but also has a beautiful appearance. It also uses the industry's first dry and wet storage and preservation technology. The dry area can be used to prepare the seasoning for cooking steak. The wet area stores the grapes that are rich in France. Etc., to provide local users with a more scientific and reasonable food storage program.

After the launch of the Haier multi-door refrigerator, it quickly conquered the discerning French users. Although the average price of the refrigerator was 1.6 times that of the industry, it still ranked first with a market share of 47%, and the online growth rate reached 4 times that of the industry. Haier now occupies the recommended position among the 348 stores in the home appliance chain with the largest market share in France. The person in charge of the channel refrigerator area said that Haier was the main user. “Haier products are very beautifully designed, the refrigerator has a very good freshness, and the interaction with the users is very high, and the market effect is very good.” Now in Europe, Haier brand awareness is about 30%, in France has reached 39%, basically with Europe for 100 years. Home appliance brand Miele is flat.

From catching up to leading: the most expensive refrigerator sold in France's highest-end channel is Haier

As the “horse race” of global home appliances, Europe has brought together brands from all over the world. Intense competition, demanding environmental protection requirements, and standardized energy-saving mechanisms have become the threshold for restricting foreign brands from entering Europe. Therefore, in order to reduce the difficulty, many Chinese brands have to choose to export their own products and transfer their own technology and products to foreign brands without compensation. This is also the reason why in the European market, in addition to Haier, Asus, Lenovo and other independent brands, it is difficult to see other domestic brands.

In the eyes of French consumers, Chinese brands used to mean “good quality and cheap”. However, Haier not only changed the history of Chinese home appliance brands' difficulty in entering the local mainstream sales channels, but also became the mainstream brand of these channels, and tried to break this "old concept" with high-end innovative products. From January to July 2017, the sales of Haier refrigerators in Europe's high-end models increased by 77.8% year-on-year, and Haier's washing machines increased by 61.3% year-on-year; Haier air conditioners not only ranked first in Russia, but also in China and China. Brand.

Today, the most expensive refrigerator sold in France's largest chain of channels comes from Haier. French MOF award winner Brigitte Delanghe also chose Haier. The Kangdi Prince Castle in L'isle Adam, a suburb of Paris, France, uses a complete set of home appliances. At the beginning of January 2017, the results of the latest French New Year wishes published by the European Economic and Trade Development Promotion Association on Facebook show that the top five French New Year wishes are jewelry, cars, home appliances, a trip and a lover, among which Haier is a home appliance. The class wishes to be on the list and has become the only Chinese brand on the list.

Haier's continuous development in the French market is a microcosm of Haier's globalization and a closeup of the globalization of Chinese companies going abroad. Haier's “World's No. 1 Home Appliance Brand Cluster” consisting of GE Appliances, New Zealand Fisher & Paykel, Japan AQUA and other 6 major home appliances brands not only meets the needs of different levels of users in France, but also wins 1 billion users in 160 countries around the world. stand by. According to the survey data of large household appliances released by Euromonitor International, the world's authoritative market research organization, Haier's global brand share has reached 10.6%, ranking the first in the world for nine consecutive years.

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