Editor's note: The future is here. The opportunity for China's home appliance brands lies not only in going overseas, but also in the brand upward and competing for the commanding heights of the value chain. From this point of view, the market needs more manufacturers like Haier Smart Home to embrace user experience with technological innovation, connect users with a three-in-one localization layout, and firmly climb to the world's brand highland and move towards a world-class enterprise.
In the face of various challenges in the global market, many companies have played the old card of exchanging price for volume. On January 12, the General Administration of Customs released the annual import and export data, and the annual export volume of household appliances increased by 112% and 38%, which means that the average unit price drops by 74%, the fierce competition in the side discount market.
Under the pressure of competition, most companies choose to passively follow the first battle for sales, but Haier Smart Home has chosen another path, that is, to insist on doing high-end, to launch a "high-end ** war" with higher ** than opponents, leading the industry in all regions, ranking first in the retail volume of large household appliance brands in the world for 15 consecutive years.
To sum up, high-end brand creation + scientific and technological innovation + localization layout has created the "high-end ** battle" of Haier Smart Home.
1. High-end branding: Launching the "high-end ** war" is the first in the world, and it is the first in the high-end
In April 2023, a large drum washing machine with a retail price of up to $2,899 went on sale in the United States, but due to the high price, many channels were not optimistic, and the order was less than 20,000 units. However, after the listing, because the washing machine can achieve 2 hours of washing and drying without transferring the load, it is far ahead in many indicators such as drying time and power consumption, and is quickly sought after by American users, many users buy 2 units at one time, and additional orders exceed 100,000 units within half a year, driving the overall share of Haier Smart Home in the local large drum washing machine market from only 4% to 19%.
In Europe, Haier Smart Home's ultra-high-end multi-door refrigerator CUBE 90 Series 7 series launched in many countries is equipped with clean ice technology and an independent ice-making module to ensure that the cold air is pure, and the ice cubes produced by ordinary refrigerators are up to 10 times purer. In addition, its freezing and dry and wet storage technology can extend the preservation and freezing time of fresh food and vegetables to 2 times, and at the same time retain the juiciness and flavor of food by up to 99%, which is in line with the user's concept of healthy fresh storage. The retail price reached 2,999 euros, occupying the first place in many countries such as Spain, Germany, the United Kingdom, and Italy, with a ** index of more than 160.
After more than 10 years of exploration, Haier Smart Home has launched the high-end brand Casarte, integrating the world's best technology, the most leading technology, and the most critical core components to create high-quality products and create the concept and lifestyle of artistic life. This practice has proven to be very successful. In 2022, Casarte's revenue will exceed 20 billion, setting a record for the high-end market share.
First, the first unit price and the first growth rate and other three firsts.
The heavy report card has witnessed Haier Smart Home's leading position and excellent recognition in the world, and has become a "high-end benchmark" for Chinese enterprises.
2. Scientific and technological innovation: the key core technology is independent innovation and global innovation
Haier Smart Home has established the world's most advanced technology, the most complete layout, and the fastest innovation speed R&D system, built a global 10+N open innovation system offline, and laid out the HOPE innovation ecological platform online, linking 1 million+ first-class resources and 250,000+ technical experts around the world. As of the end of 2022, Haier Smart Home has applied for a total of 1With more than 60,000 patents, covering 30 countries, it is the Chinese home appliance enterprise with the largest number of overseas patents. Through global digital collaboration, localized products are customized according to the differentiated needs of users in different regions of the world, so that product innovation can be faster.
For example, in Europe, due to the energy crisis, users need more energy-efficient washing machines, which can also wash and dry large clothes thoroughly. In order to meet the needs of users, Haier Smart Home's global R&D system is rapidly collaborative, with the Chinese R&D center responsible for software and hardware design, the Australian R&D center responsible for motor upgrades, the European R&D center to solve energy-saving problems, the American R&D center to provide fresh air technology solutions, and the manufacturing in China.
In the end, this X11 washing machine is 40% more energy-efficient than the European A-level energy efficiency standard, and also solves the problem of large clothes that cannot be baked, occupying 10% of the local high-end market share as soon as it is listed, driving the ** index to increase to more than 130. From smart home appliances to smart homes, Haier Smart Home has also created a new smart service platform for European users, on which millions of European users have been precipitated.
Adhering to the two-pronged approach of original technology and global digital collaboration, Haier Smart Home has deepened its original technology, done a thorough technological iteration, strengthened its high-end leadership, and set up a sample of scientific and technological innovation for the industry.
3. Localization layout: promote globalization with localization and serve globalization with globalization
Today, "home appliances going overseas is not a choice question, but a must answer question" has become a consensus in the industry, and the localization layout after going overseas has become the first choice of more and more manufacturers, in order to seize the global market share, especially the high-end share has become the "strategic key" to dominate the future of the home appliance industry.
As early as the beginning of going overseas, Haier Smart Home insisted on promoting globalization with localization, serving globalization with globalization, and playing a good "first move". At present, Haier Smart Home has the world's most complete manufacturing system, the most reasonable R&D center layout and the largest sales network, with 34 industrial parks, 124 manufacturing centers, and 230,000 marketing networks around the world, and continues to layout, in March 2023, the foundation stone of the Egyptian Ecological Park will be laid, in May the Pakistan kitchen appliance factory will be put into operation, in July 10 million air conditioners in Thailand will be rolled off the assembly line, and in December, the refrigerator interconnection factory in the Kaos Industrial Internet Ecological Park will be put into operation. The continuous new production capacity has opened up new growth space for Haier Smart Home.
Looking ahead, it will still take time for global users to accept Chinese home appliances from Made in China to Chinese brands, and from Chinese brands to high-end brands. But it is foreseeable that the era of belonging to Chinese brands has arrived. From going out to walking in to going up, Haier Smart Home has embarked on a firm and upward high-end leading road, continued to climb to the highland of the world brand, and created a world-renowned "Haier business card"!