Outline the global roadmap for home appliance industry to accelerate global rise in World Expo
In 2010, Shanghai and World Expo became the &ldquo of the global operation capability of China's home appliance industry. ”. The day before, Haier officially became the official sponsor of the World Expo Pavilion, Italy Pavilion and the pavilion, Shandong Pavilion and became Chinese partners.
Some experts believe that Haier has become the official sponsor of the four venues in World Expo, which is not only on the Haier global brand recognition, is constantly improving on China appliance brands and manufacturing level affirmation. With this platform, China's home appliance industry will accelerate the rise in the global, global brands to rewrite the global appliance industry.
Access to the global market recognized
Shanghai World Expo is another big international gathering held in China after the 2008 Beijing Olympic Games. It provides a rare opportunity for our enterprises to face the world and enhance their global competitiveness. As the banner of globalization of Chinese home appliance industry, Haier group has started the global Expo marketing.
In April 7th, the United States signed the sponsorship agreement with the American pavilion in, Shanghai, World Expo in 2010, officially becoming the official sponsor of the 2010 World Expo National Pavilion in Shanghai, Shanghai. It is understood that the United States Pavilion is one of the largest national pavilions in Shanghai Expo area. The theme of the exhibition is “ embrace the challenge of ” while Haier is the first brand of global white electricity, and the core value of the enterprise is innovation. It is based on the shared values of the core values that the two sides have successfully established cooperative relations.
Richard, vice president of marketing at HaierBullock (R ichardBlock) believes that Haier has become the official sponsor of the American pavilion in World Expo, fully demonstrates that Haier products and brands have been recognized by the local government and consumers.
After April 15th, Haier Europe, Haier Australian Corporation signed a sponsorship agreement with the World Expo Museum, Italy Museum of New Zealand, officially became the official sponsor of the 2010 Shanghai World Expo Italy Museum and the Museum of new zealand. Italy hall representative Quinn Thierry (Beniam inoQ
Dr. uintieri said that the Italy Museum) in cooperation with Haier European companies, the key lies in the deep insight and innovation of Haier in Italy and European consumers pursuit of life, the two sides will make the culture and innovation achievements of Italy in World Expo are more rich and colorful.
As early as in March 27th, Haier Group signed a strategic cooperation agreement with the leading group office of Shanghai, Shandong, World Expo and officially became the partner of Shandong museum. It is reported that Shandong is located in the Museum Hall of the Haier U -hom
E networking family, will exhibit the world's first interactive function of “ the refrigerator &rdquo Internet of things; and the integration of the Internet and the Internet of things the world's first “ koala TV &rdquo and other innovative products.
Insiders pointed out that the United States, Europe, Oceania and China is currently the world's four largest home appliance market, Haier can also cooperate with the U.S. Pavilion, Italy Pavilion, pavilion and the Shandong Pavilion, not only for Haier global brand recognition, but also the world of Chinese appliance brands and manufacturing and improve the level of recognition, has become China's home appliance by &ldquo &rdquo China manufacturing industry;; a “ Chinese created the milepost &rdquo.
Consolidating global operations capabilities and Haier sponsoring the World Expo Pavilion in the United States, Italy and New Zealand are not only a global branding upgrade, but also a test of Haier's global operating system.
Haier's global brand strategy can be divided into three steps: “ " “, go, go, go up, go out ” “ ” to enter the foreign mainstream market “ &rdquo went into the local mainstream sales channels; refers to the mainstream products of “ &rdquo is to go up; become the mainstream of local brands. Through &ldquo, the three step is ” the global operation capability of strategic forging is the foundation of Haier's global brand.
The American market is the first stop for Haier to implement its global strategy. In 1999, Haier set up R & D design center in Losangeles, built an industrial park in South Carolina, and set up a sales center in New York. After more than 10 years of professional operation, Haier in the United States has formed a design, production and marketing “ Trinity ” localization operation system.
It is understood that the current mainstream products Haier launched in the United States has entered the mainstream channels including 10 channels, Dalian lock, according to local market development of the French door refrigerator, refrigerator three Italian and American large capacity washing machine such as a large number of high-end fashion products, has received more and more consumers.
In Europe, Haier in 2001 acquisition of Italy Cathy Getty company owned a refrigerator factory, this is the first China white household electrical appliance enterprises to achieve cross-border mergers and acquisitions, Haier is also an important measure to the European market. Previously, Haier has been in Italy, Holland, Germany and Denmark respectively established R & D center in Italy, Milan established product marketing center, the Haier in Europe also achieved “ three-in-one ” localization management. Relying on this strategic layout, Haier has achieved great leap forward development in europe.
In Australia and New Zealand, Haier has rapidly opened up local markets by purchasing local manufacturing companies and combining local strong channels. It is understood that, since 2008, Haier brand recognition in the local market increased by 30%, and market share has also been marked growth.
As a benchmark for the globalization of China's home appliance enterprises, Haier has established 29 manufacturing bases, 8 integrated R & D centers, 19 overseas trading company and 16 industrial parks worldwide. Relying on the global operation network layout, Haier can promptly and rapidly organize design, research and development to meet the local consumer demand, thereby accelerating the upgrading of overseas markets to high-end.
With the economy and society entering the era of information and globalization, World Expo has provided a platform for the global rise of Chinese enterprises. However, only a clear goal and has the certain ability of enterprise globalization operation to achieve the leap in China appliance enterprises, Haier in the global scope built up covering design, production and marketing of three-in-one “ ” global management system, which will undoubtedly accelerate the pace of globalization to create brand.
Acceleration in the overseas &ldquo go up;
For a long time, Chinese household electrical appliance enterprises have made low-end products by OEM“ &rdquo made in China; although it is well sold all over the world, it always lacks its own brand. China Household Electrical Appliance Association statistics show that now more than 85% of China's home appliance exports are OEM exports.
In order to improve the &ldquo Chinese manufacturing; ” global industry status, at the end of last year, the Ministry issued "on speeding up home appliances industry transformation and upgrading of the guidance", pointed out that by 2015, China brand products accounted for up to 30% in the international market; about 5 foster has overall competitive strength international enterprise group. This requires China's household electrical appliance enterprises must accelerate the pace of industrial restructuring and upgrading, in the international market to medium and high-end direction.
As a pioneer in Chinese appliance globalization, Haier from the beginning of the establishment of a world famous brand, and put forward “ go, go, go to ” the strategic thinking of development, to meet the needs of users through overseas localization, continuously enhance the brand image.
In the global appliance market, Haier has become one of the largest and most influential brand sales outlets, products of all types of overseas factories, most China household appliances enterprises, especially in strategic layout, globalization integration construction industry chain, Haier has been the first to complete from the point to the surface of three-dimensional layout. Not only that, Haier is also the first to break the Chinese enterprise “ manufacturing products to earn profit of processing ” the status quo, through global design, marketing, procurement, capital operation, continued to lead the home appliance industry China the overseas expansion of the road.
The continuous improvement of enterprise strength and brand image has made Haier widely recognized worldwide. In April 2006, Haier became N BA (USA National Basketball League) strategic partner, becoming the first global brand to sponsor N BA, marking the pace of becoming the global mainstream brand. In 2008, Haier group became the only white sponsor of the Beijing Olympic Games, and successfully provided more than 60 thousand green sets of appliances for the 37 Olympic venues. This year, Haier again became sponsors of the US, Italy and New Zealand World Expo theme pavilions.
The famous strategy consulting firms Paller consulting believes that the development process from the view of World Expo, as an emerging economic power rise on the world stage, World Expo will visit the country. For China's home appliance industry, World Expo will push China's home appliance industry to a new stage of development.