The “two-way rush” between Chinese home appliances and global home appliances ushered in phased results:

China exported 380 million household appliances in April, up 19.3 percent year on year, according to recent data from the General Administration of Customs. While the export volume continues to grow, the global consumer recognition and acceptance of Chinese home appliance brands are also rising.

In the global home appliance boom is generally weak, why China’s home appliance industry can emerge in the sun?

Industry analysts believe that the key to the success of the globalization of Chinese home appliance enterprises is to regard users as the core assets of the enterprises, and everyone’s goal is not only to sell products, but also to create a new way of life.

This is the global home appliances downward, Chinese home appliances upward against the trend of the essence. It is high time for Chinese home appliance companies to regard users as their core assets.

With so many users, we will have the ability to explore the depth and breadth of the market in the future.

Take global leading enterprises Haier Zhijia, Midea, Gree, Hisense as examples: according to public data, Haier Zhijia has more than 200 countries and regions, the number of global users over 1 billion; Midea also has more than 200 countries, 480 million global users; Gree has more than 190 countries, more than 600 million global users, Hisense did not disclose all the total number of users, but the ecological screen users reached 67 million.

Obviously, Haier Zhijia has now become the Chinese home appliance enterprise with the largest number of users in the global home appliance industry. The story behind this is that Haier Zhi Jia gets rid of the price drive and OEM mode, and finally stands out by adhering to the independent brand, on behalf of Chinese manufacturing on the stage of the world home appliances.

In fact, the global brand creation of Haier Zhijia is essentially a long and refined road of global user management, which is also the epitome of Chinese brands to establish international influence with technological innovation and local layout, and build global reputation.

(Haier on the outdoor display board of Paris, France)

Behind the more than 1 billion users, is the global adherence to the independent brand

To achieve global market leadership and gain user recognition, all the achievements of Haier Zhijia have a core premise —— brand. In other words, Haier Zhijia in the global every order, every product, behind there are a real users.

What’s the difference? To put it bluntly, it is to create cards and earn foreign exchange.

In the 1990s, the wind of going to sea was prevalent, and the collective enterprises going to sea created the “era of great navigation” in China. But many years later, people found that Chinese products are selling better and better overseas, while the popularity and recognition of Chinese brands have not improved.

Because many brands take the road of “going abroad to earn foreign exchange”, their own products are labeled with other people’s brands overseas. In the early stage, “borrowing a boat to go abroad” can indeed quickly increase production, create sales and profits, but it is not conducive to long-term brand development, which is equivalent to making wedding clothes for others.

But Haier wisdom home to do, is to let the global users see Haier, with Shanghai, love Shanghai. To do export brand, not export foreign exchange. This is the underlying logic of its adherence to the globalization of independent brands from beginning to end, and it is also the internal cause for Haier to gain the global retail volume of large home appliance brands for 15 consecutive years.

Under the current development background of globalization trend and the continuous improvement of consumption level, from the feedback of the user side, users’ demand for intelligent and green high-end home appliances increases accordingly. In addition to its own brand, Haier Zhijia also adhere to high-end brand, now Haier brand has become one of the preferred brands of global users. On May 26, local time, 2024 “Roland-Garros” (Roland-Garros) French Open is opening in Paris, Haier Zhijia as its global official partner, to further consolidate its global “high-end brand” image.

The high-end trend of Haier Zhijia is also clearly presented in the data: in the UK, a high-end washing machine is priced at 849 pounds, the price index is 124, the overall sales volume of washing machine is TOP2, and the sales volume is TOP3. In Germany, high-end refrigerators priced at 2999 euros continue to sell well, Haier refrigerator overall share of 15.4%; in the Singapore market, full embedded double temperature freezer / refrigerator price of S $15999.

Through high-end brand creation, Haier Zhijia has also become the mainstream brand in the world’s major mainstream countries and mainstream markets. According to statistics, Haier Zhijia has achieved market leadership in the United States, New Zealand and other places, among which in Japan, Haier, AQUA double brand cold washing comprehensive share TOP1. In addition, Haier entered TOP3 in 9 mainstream countries including India and Italy; the top 5 in 5 mainstream countries including the UK and the Philippines; in Europe, its market growth is the fastest; in Southeast Asia, Haier overall share TOP3, in Thailand, air conditioner and refrigerator market share ranked first.

(Australian professional tennis players become haier washing machine users)

Grasp the user needs with the original technology, and gain global recognition

Sea to create cards, this is a difficult and right road. Why is it hard? Mainly because in the face of completely different market environment, consumption habits and local customs, a single product will often appear “not adapting to the environment”.

According to a distributor in Egypt, a Chinese refrigerator takes 35 days to travel across six time zones to reach the Egyptian trading company; even abroad, the refrigerator will face the demand caused by different countries, environments and habits.

In the face of the problems that must be solved, Haier’s answer is that —— builds the research and development, manufacturing and marketing system to the world to meet local research and development resources, local manufacturing capacity demand, and local marketing to achieve precise coverage. This is the origin of the “Trinity” localization system.

In the research and development end, Haier Zhijia has established a global 10 + N open innovation system and online HOPE innovation ecological platform, linking 250,000 + experts and 1 million + first-class resources, and always precise innovation according to the needs of local users, to ensure that every product is “needed by local users”.

(KumValley Research and Development Center, Japan)

In Europe, influenced by the strict EU environmental protection and energy saving standards, Europeans have extremely high environmental protection and energy saving requirements for electrical appliances. In this regard, Haier Zhijia cooperated with the Chinese R & D center to specialize in software and hardware design, the Australian R & D center is responsible for motor upgrading, the European R & D center to solve the problem of energy saving, and the American RESEARCH center to provide fresh air technology solutions, and jointly create the X11 washing machine which is A new benchmark of the energy saving in Europe, which is 50% energy saving than the European A-level energy efficiency standard.

In Japan, a front-door refrigerator with a width of only 50cm quickly triggers “onlookers” on social media. In India, Haier Zhijia focuses on the refrigeration habits of local users, subverting the traditional design of “non-bending refrigerator”. In the Middle East countries such as Saudi Arabia and the United Arab Emirates, Haier innovatively develops air conditioning with cooling bridge technology to maintain 100% sufficient cooling capacity at 55℃ and achieve stable operation at 68℃.

(The Italian racer chooses the Haier refrigerator)

At the same time, Haier wisdom home also spread the production capacity all over the world. On May 2nd, the Haier Egyptian Ecological Park located in the 10th day of Ramadan was officially opened and witnessed by the Egyptian President and the Chinese Ambassador to Egypt. The park covers an area of 200,000 ㎡, with a designed total production capacity of more than 1.5 million units. In addition to meeting the Egyptian local market, it will also “radiate” the Central and East African markets with nearly 2 billion people in neighboring countries.

At present, Haier Zhijia has laid out 35 industrial parks and 143 manufacturing centers around the world, creating the world’s largest digital manufacturing system with the highest efficiency and the most complete industrial chain. Among them, it has the largest number of 8 global lighthouse factories in the whole industry, which can successfully realize the connection between user needs and production links, and quickly and efficiently meet the personalized needs of high-end users.

For more than 30 years abroad, Haier Zhijia invested in building a factory, research and development center and marketing service network in the early stage, and invested huge time cost and capital cost. But Haier wisdom home is determined and adhere to, that he always clear —— all this is worth it. Compared with sales and profits, it is a more difficult and important way to let the world recognize Chinese products and recognize Chinese brands. But even if the wind is high, the waves, the thorns, this road must be taken.