On January 6, data from the world’s authoritative research organization Euromonitor International showed that in 2022, Haier will be the world’s largest brand of large household appliances in terms of retail sales, achieving the 14th consecutive championship in the world. At the same time, Haier’s refrigerators, washing machines, freezers, and wine cabinets also continue to rank first in the world. Among them, Haier Refrigerator has been No. 1 in the world for 15 consecutive years, Haier Washing Machine has been No. 1 in the world for 14 consecutive years, Haier Freezer has been No. 1 in the world for 12 consecutive years, and Haier Wine Cabinet has been No. 1 in the world for 13 consecutive years.
Over the past 14 years, Haier’s market position as the world’s number one brand in sales has not changed, but its strategic path to achieve the number one brand sales has continued to upgrade.
Over the past 30 years, Haier has contributed a world-leading product brand to the home appliance industry. Entering the era of the Internet of Things, Haier will create a world-leading ecological brand. Under such a brand strategy, Haier Zhijia aims to realize the global leadership of ecological brands in the pan-home furnishing field. In order to achieve this goal, Haier Zhijia focuses on the “first experience” of users with a three-level brand strategy externally, and internally through the whole process Digital transformation creates “primary efficiency”, thereby realizing the experience upgrade from providing products to scenario solutions, and then to lifestyle, and continuously creating high-quality smart life for global users.
Focus on the first experience externally, and continuously meet user needs with tertiary brands
In the context of slowing global demand and double-digit decline in China, Haier Smart Home insists on focusing on user needs, focusing on users’ “first experience”, and continues to promote the strategic upgrade of high-end brands, scene brands, and ecological brands, and achieve reverse growth. steady growth.
In the field of high-end brands, Haier Smart Home has achieved high growth globally. In China, the high-end brand Casarte will continue to rank first in the high-end market in 2022. At the same time, Casarte refrigerators and washing machines will leap to the top 2 in the industry, achieving absolute leadership in the high-end market and scale, and mastering the absolute right to speak . Today, Casarte continues to integrate into Triwing Bird, and continues to find room for growth through the landing scene.
Overseas, Haier Smart Home has also deeply implemented high-end brand strategies in various countries and regions around the world, achieving growth against the trend and becoming a mainstream brand in each country. In Europe, sales in the home appliance market fell by 8.8%, and Haier’s sales bucked the trend and increased by 4.2%; in Australia, Haier’s smart home dual-brand has doubled the industry’s growth for three consecutive years, with high-end growth exceeding 30%; in Japan, the industry’s sales growth is slow , the growth rate of Haier Zhijia’s dual brands is far more than 8 times that of the industry; in Thailand, facing the overall downward trend of the industry, Haier Zhijia bucked the trend and increased by 15%, becoming the top 3 in the market.
The smart home scene brand Triwing Bird relies on five major capabilities to open the era of one-stop customized smart home, and through the implementation of the whole house package plan, it will drive the sales of complete sets of smart home appliances. At present, Triwing’s “1+3+5+N” whole-house smart full-scenario solution is continuously being upgraded. This year, it will build a total of 3,300+ smart life experience halls, allowing hundreds of millions of Chinese families to have a smart life that is “visible, affordable, and usable.”
Ecological brands such as the Internet of Clothing and the Internet of Food have built the industry’s largest smart home scene ecology. Based on the ecological cooperation model of openness, reciprocity, and mutual benefit, Haier Zhijia realizes the connection, integration and application of cross-border resources, which not only breaks the boundaries of the industry, but also solves the development dilemma of the industry. Among them, the Haier Internet of Clothing has introduced more than 5,300 ecological resource parties in 15 industries such as clothing and laundry care, and has aggregated 65 million ecological users, realizing the full coverage of users’ clothing needs for “washing, care, storage, matching, purchasing, and collection”. Life cycle services. In Qingdao, an 8-square-meter dry cleaner was transformed into a Haier Internet of Clothing quantum store, with a per-square-foot efficiency of more than 100,000 yuan, which is 10 times that of the industry’s average single store.
To sum up, the essence of Haier Zhijia’s three-level brand strategy is to pursue the best user experience. Joseph Pine said in “Experience Economy”: “Commodities are tangible, services are intangible, and the experience created is unforgettable.” Haier Smart Home’s innovation and exploration around user experience has reached The forefront of the industry.
Internally create the first efficiency, self-reconstruction with the whole process of digital transformation
In the era of “digital economy” featuring openness, co-creation, co-existence, and iterative experience, Haier Smart Home is transforming the digital enterprise into a digital enterprise. Through the digital reconstruction of the entire internal process, it improves efficiency, responds quickly to the market, and meets user needs.
Different from the common digital transformation for a certain category or the upstream and downstream of the industrial chain, Haier Smart Home has created digital R&D, digital lean manufacturing, digital marketing, digital quality, Platforms such as digital logistics and digital services have established a full-process operation system of platform-based design, intelligent manufacturing, networked collaboration, personalized customization, service-oriented extension, and digital management to achieve cost reduction and efficiency improvement throughout the process, and provide high-quality services for the company. Quality growth provides a strong endogenous driving force.
With the continuous deepening of digital transformation, Haier Zhijia’s rates have continued to be optimized, and it has also received external recognition. In November 2022, Haier Smart Home was shortlisted for the first batch of “digital pilot” companies in the country and ranked first.
Today, the strategic pace of comprehensive upgrading of Haier Smart Home is still accelerating. On December 29, 2022, the Haier Kechuang Ecological Park was officially opened, which became another milestone in the implementation of the ecological brand strategy.
Haier Kechuang Ecological Park is a new engine to help Haier Zhijia IoT technology lead and ecological brand to take off. The Haier Science and Technology Innovation Ecological Park based on the Internet of Things, big data, 5G and other platforms can quickly connect to the national science and technology experiment platform, connect world-class R&D resources and scientific research talents in parallel, and drive Haier Smart Home from basic technology to smart technology and brain-like technology. Iteration and evolution support the upgrade of scenario solutions from interconnection to non-sense experience, and accelerate the global leadership of ecological brands.
Based on the three-level brand strategy to create the first experience and accelerate digital transformation to strive for the first efficiency, Haier Smart Home is accelerating on the road of ecological brand building of ecological co-creation, achievement sharing, and value win-win, and continues to create a better life for global users.
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