CCTV "National Brand Plan": Haier Refrigerator's 3 major initiatives help users live a better life

Recently, in the CCTV "National Brand Program" program, CCTV focused on Haier, the world's first refrigerator brand, and demonstrated Haier's three major measures to boost the refrigerator into the "Haier era." According to the report, the global authoritative market research organization Euromonitor International released data showing that Haier Refrigerator ranked first in the world for the 10th time in 2017 with a 17.3% share. In this context, the world refrigerator is entering the "Hale era." Haier has achieved the trend of the global refrigerator industry in terms of the number of patents in the world, the independent research and development in the field of science and technology, and the “one person in one” model.

For a long time, users and technology have been the two key factors determining the market economy. For enterprises, only by combining the two together can we firmly establish a discourse system in the global market. As consumption continues to escalate, global consumer demand for refrigerators has evolved from simple storage and durability to maintaining nutrients in food, requiring a healthier lifestyle. Global refrigerator companies can only maintain their dominant position in the market competition by satisfying consumers' different needs and preferences through innovative technologies and products.

In this context, Europe, the United States, Japan and South Korea and Chinese refrigerator companies are undergoing upgrading and structural upgrading. However, companies in Europe, America, Japan and South Korea have established an enterprise-centric innovation system that continues to produce new technologies and products. To a certain extent, it does not adapt to the needs of users; while some Chinese refrigerator companies insist on “users’ The “Center” model carries out innovative activities to meet the user's fresh storage needs, which has driven the rapid development of the Chinese refrigerator industry and set off a new round of qualifying, which has caused a drastic change in the competition pattern of Chinese and foreign refrigerator companies.

As stated in the report, relying on Haier's “10+N” R&D model and 30 refrigerator factories established around the world, Haier Refrigerator has created many new products and technologies that exceed the expectations of users and break through the limits of the industry by integrating global resources. The development trend of the industry. On the one hand, it has surpassed the European, American, Japanese and Korean refrigerator companies in terms of market share, and on the other hand, it has also formed a transcendence in the fields of product technology and standard patents.

From the perspective of technology research and development, Haier refrigerators have created 10 subversive preservation technologies in recent years: the world's first refrigerated and frozen space preservation technology to meet the needs of users in all space storage; the world's only Casa di MSA oxygen preservation technology To provide users with a cell-level fresh experience. These innovative technologies not only fill the gaps in the industry, but also provide a basis for Haier refrigerators to set industry standards. Based on the wet and dry storage technology, Haier Refrigerator became the first Chinese company to lead the development of international standards; based on the full space preservation technology, the world's first "full space fresh-keeping refrigerator standard" was formulated...

From the perspective of the number of patents, Haier has always been deeply involved in technological innovation, ranking first in the industry in terms of patents and other aspects. According to the number of patent disclosures in the global refrigerator industry in 2017, Haier Refrigerator achieved “double crown” at home and abroad with 708 patents, higher than the sum of 309 items in the second place and 77 items in the third place. Among them, the proportion of invention patents is large, indicating that Haier refrigerators pay more attention to patent quality.

In terms of mode, Haier Refrigerator has always adhered to the “one person in one” mode in which employees directly face and continuously meet the individual needs of users, and successfully copied the “one person in one” mode to GE Appliances, Fisher & Paykel. , AQUA. According to the data, in Australia, Haier's Fisher & Paykel's BM400-450L product share was 67% in 2017, and BM500-600L's product share was 37%, ranking first. In the case of the Indonesian refrigerator market slipping 9.7%, Haier's AQUA achieved a contrarian growth, up 47% year-on-year.

Supported by leading technology products, patent quality and global innovation models, Haier Refrigerator is gaining market advantage on a global scale through disruptive product technology innovation. In this process, the Chinese refrigerator industry represented by Haier is promoting the transformation of China's manufacturing to China, the transformation of China's speed to China's quality, the transformation of Chinese products to Chinese brands, and the establishment of a national brand image in the world.