In the Israeli market where European, American, Japanese and Korean brands have long occupied, not only the market tends to be saturated, but the brand structure has also basically taken shape. As a latecomer to the Chinese refrigerator brand, in the face of such a market environment, most companies do not perform well in OEM exports, and are classified as “others†by third-party organizations, which can be neglected. Haier refrigerators compete with European, American, Japanese and Korean brands on the same platform, and have successfully established a firm foothold. Not only is it a Chinese brand that ranks among the top, but it also surpasses foreign brands and becomes the first high-end market share.
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Israel opened the door to the high-end refrigerator market, Haier accounted for 43.9% to overtake foreign brands to win
According to GFK statistics, in Israel's high-end refrigerator market, Haier's market share of open-door refrigerators is 43.9%, ranking first in the same category, accounting for almost half of the market share of high-end refrigerators, and the second and third. It is 43.5%.
For Chinese refrigerator companies, the Israeli market seems to be a big cake, but the competition is fierce. On the one hand, Israel is a completely open market. Home appliances brands such as Europe, the United States, Japan and South Korea have dominated for many years. On the other hand, most Chinese refrigerator brands have gone through the OEM process when they enter Israel. They only do it for others according to the requirements of other brands. Wedding dress.
Faced with this situation, since entering Israel in 2007, Haier Refrigerator has not only built its own internationalized independent brand, but also chose to represent the highest level of “high-end creation†in China. By studying the habits of local users, Haier Refrigerator found that the Israeli user family has a large population and is keen on various gatherings. According to this demand, the developed door refrigerator has a large volume, which satisfies the user's multiple food storage needs. At the same time, Haier's exquisite appearance and innovative technology of the open-door refrigerator complements Israel's technological sense, providing users with high-end and luxurious services. From this point of view, Haier's top door refrigerators occupy the same category as the user's needs.
Haier overthrows the pseudo-proposition of "making profits by quantity" and walks out of the road of independent creation in the world
In fact, the Israeli market is only the epitome of the creation of Haier refrigerators. Since its establishment in the United States in 1999, Haier Refrigerator has insisted on “talking†with its global users with its own brands for 20 years, in order to stay in other brands to “make profitâ€, limited to cheap manufacturing exports or OEM. At the time, not only built a global collaborative layout, but also a market share of NO.1 in North America, Asia Pacific, Australia and many other places.
In terms of research and development capabilities, based on Haier's top ten R&D centers established around the world, Haier refrigerators can bring innovations without dead ends and produce disruptive inventions. In 2017, Haier Refrigerator's global patent disclosure number was 708, ranking first, second and third in the industry with 309 and 77 respectively. In terms of manufacturing capacity, Haier Refrigerator has 30 factories with a production capacity of 30 million, ranking first in the industry. Both in terms of production quantity and quality, it is higher than other Chinese refrigerator companies that have established factories overseas. Not only that, the global layout of Haier refrigerator has formed Haier, Casa Di, AQUA, GE Appliances and other brand clusters, using multi-brand synergy to meet the differentiated needs of different markets, and strengthen the world impression of Chinese brands.
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In the global competition, China's household electrical appliance enterprises are welcoming a new stage of turning and running, leading and coexisting. In some areas, China has even taken the lead. From the perspective of brand influence, Haier Refrigerator continues to meet the storage needs of global consumers by exploring the “one person in one†model, allowing employees and users to interact at zero distance. This is why Haier has been able to enter the Israeli market and become a leading brand.
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