China's air-conditioning won the top spot in the US by brand-name victory over foundry Haier
On January 22nd, US local time, the "Haier" brand made an American headline. The US air-conditioning market data, which is known as the birthplace of global air-conditioning and one of the world's largest air-conditioning markets, shows that Haier ranks first in the region with absolute advantage and is also the first place in the local Chinese independent air-conditioning brand.
2017 US market air conditioning market brand share data
For a long time, Chinese companies have been divided into the foundry model of cutting fast, retaining income but lacking brands, as well as a brand-creating model with large investment and unknown income but able to establish user reputation. At the moment when most air-conditioning companies choose to label, Haier's air-conditioning performance proves that China's air-conditioning can win the OEM by winning the brand, and it has also become the evidence that the "China card" has won the recognition of overseas users.
"Unknown brand" in the "world factory" era
In the past, with its labor force and low land cost, China has become a world-famous “world factoryâ€. Many home appliance companies take the OEM orders of foreign brands as their main business. After producing the products, they are affixed with the trademarks of the other party and sold to the world.
It should be known that foundry companies are located downstream of the industrial value chain and have no say in profit distribution. Even for iPhone OEMs with the highest profit margins in the world, at the price of thousands of dollars per unit, the profits that the foundries can get are less than 30 yuan per unit. The more striking data is that although the revenue of Apple's foundry increased by 0.8% year-on-year in 2016, net profit fell by 8.7% year-on-year, which is also the result of Apple's lower OEM price.
At that time, the mainstream voice in the industry was mostly "the brand must lose money, and the foundry has no guarantee of cash flow or profit, and it does not matter." The fast-growing OEM model has attracted a large number of enterprises to swarm, but some companies still realize the dilemma of “no name brand in the countryâ€. Haier, known as the “home appliance kingdomâ€, became the representative of the brand awareness awakening enterprise at the time. It took the lead in adopting the international market expansion strategy of “first difficult and easy to followâ€, and Haier air conditioner also began to change from “Chinese brand†to “global brandâ€.
"Brand core" has become the new power of Haier air conditioning competition for the United States
The idea of ​​creating a global brand may seem a bit "stupid" at the time, but it is far forward-looking. Under the main logic of “Creating a Brandâ€, Haier air conditioner entered the US market in 1999 and began to export air conditioners. Under the guidance of the “three-in-one†localization development model of R&D, manufacturing and marketing, Haier has supplied a variety of products that meet the needs of US users, such as portable air conditioners and ENERGY STAR air conditioners, to the US market since 2002. With years of deep cultivation, more and more American users have a striking “Haier†brand logo on air conditioners.
Haier air conditioning in a police station in Massachusetts, USA
It is said that OEM is better than creating a “good road.†Haier Air Conditioning also proves that Chinese companies can seize the needs of users and can completely win the “branding†with the brand. The addition of GE appliances in 2016 has enabled Haier air conditioners to adopt “double-brand operation†to usher in new growth points. Recently, the US air-conditioning industry market data shows that Haier air-conditioner ranks first in the industry in the US, and local air-conditioning brands recognized by local users are only “Haierâ€. From China's own brand first to the US market, Haier air conditioners have been used for 13 years.
On January 22nd, AHR EXPO, the grand event of the global air-conditioning industry, once again invited Haier air conditioners to attend the event. The theme of Haier Air Conditioning was “Haier Comfort, Higher Livingâ€. . The air solutions for low temperature, subsidy energy efficiency requirements for different regions, and small space window machines are all Haier brand differentiated air solutions that are output after interacting with users in terms of local geography and climate.
Today, GE Appliances intelligent window machine and Haier create a win-win ecosystem of Amazon Alexa speakers, Google and Apple HomeKit and other resources to provide users with a convenient experience. For example, the user only needs to say "Geneva, turn on the air conditioner" to Alexa, etc., and can enjoy the comfortable air conditioning temperature in the "communication" with the air conditioner.
Use a model to create a "Chinese card" recognized by users worldwide
Haier's exploration of the "one person in one" model has been committed to becoming the leader of the Internet of Things paradigm for 12 years. Its adoption of the "localization" model in the world has also made Haier air conditioners "flowering results" in the global market. In addition to the US market, Russia, Pakistan and many other countries have become the main stage of Haier air-conditioning, and have achieved the first Chinese independent brand in India and Thailand.
Euromonitor International awarded the first certificate of global sales of Haier Interconnected Air Conditioning
Due to the recognition of “Haier†brand air conditioners by overseas users, orders from overseas users have come to the fore, making Haier air conditioner the most powerful interconnected air conditioner brand in the world. In order to meet the urgent needs of Haier air conditioners by users and distributors, Haier's 10 research and development bases, 24 industrial parks, 108 manufacturing centers, 66 marketing centers and 143,330 sales networks have been coordinated to meet the needs of local users.
Opportunities and Challenges of the Global Waves Currently, every Chinese company is looking for a breakthrough. In fact, it can be seen from those successful companies that the user's needs are often refined and refined based on the brand itself. Haier's “one person in one†model has enabled Haier to rank the world's number one in home appliance retail for nine consecutive years, and has also made Haier Air Conditioning the world's number one brand of connected air conditioners. Companies that can place brands in the hearts of global users are also doomed to success.
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