Just as AWE in Shanghai is in full swing, Euromonitor, the world's authoritative market research agency, has announced the results of the first Chinese independent household air-conditioner export market survey, showing that China's home appliance exports are growing year by year. The situation, but the fly in the ointment is that although the export volume is large, most of them are done in the form of OEM.

However, when sorting out domestic appliance companies to compete in overseas markets, it is not difficult to find a brand - Haier, but always adhere to the export of independent brands, and open up a new world in overseas markets, becoming a benchmark for the internationalization of Chinese home appliance companies. The data released by Euromonitor just confirms this.

å°´å°¬: Most of the air-conditioning manufacturing countries are OEM

Undoubtedly, China is already the world's largest exporter of air conditioners. In the modern sense, the research and development and manufacture of household air conditioners, including air conditioners, wall-mounted air conditioners and cabinet air conditioners, have been transferred to China on a large scale since the 1990s. After nearly 30 years of gradual accumulation, the global air-conditioning industry has completed the transfer of this manufacturing base.

This can be confirmed from the relevant data. According to data from Aowei.com, in 2017, domestic terminal sales of air conditioners were 56.14 million units, and the cumulative export of air conditioners was 51.78 million units. In other words, the total sales at home and abroad is close to 110 million units, accounting for more than 80% of the 130 million units in the global market. Therefore, what China calls a global air-conditioning manufacturing base is not an exaggeration.

According to the Ovi Air Conditioning Industry Research Institute, there are currently hundreds of air-conditioning brands in the global market. Most major brands in Europe, North America, Japan, South Korea, the Middle East, and South Asia are not known to domestic consumers. However, one of the common characteristics of these brands is that MADE IN CHINA is marked on the manufacturing floor, that is, the country of origin is China.

From this point, it can be clearly seen that China is indisputable as a major manufacturing country of air conditioners. Otherwise, why do so many brands around the world choose to come to China to find OEMs for OEM production? This is to see China's manufacturing capabilities in air-conditioning products, especially China's industry chain is unmatched anywhere in the world.

However, from the perspective of overseas markets, although the Chinese brand is showing a growth trend, the overall proportion is only 30%, which is obviously not in line with the status of air-conditioning manufacturing countries. In fact, many manufacturers' products are directly attached to foreign brands' trademarks and LOGOs to the world. This model has resulted in the disappearance of “China Card” from production to delivery. As a result, “China Made” is not well known overseas, and reputation is poorly understood.

Outstanding: Haier's own brand holds up half the sky

At the just-concluded AWE exhibition in Shanghai, China, at the same time as the IFA exhibition in Berlin, Germany, and CES in Las Vegas, Ruiou International announced the results of the first Chinese independent household air-conditioning brand export market survey: according to the number of exports in 2017, Haier Air Conditioning ranked first in the export of China's own branded household air conditioners with a 22% share. On the same day, Sylvia Mu, Director of Consulting and Research of Euromonitor China, awarded Haier Air Conditioning the first certificate of China's own brand air conditioner export.

At the 2018 Milan International Heating, Air Conditioning, Refrigeration, Renewable Energy and Solar Expo (MCE) exhibition, Eurocopter International Research Director David Cleveland issued a certification report for Haier Air Conditioning - according to the number of sales in the 2017 retail market, Haier 30.5% of the market share, ranking the world's number one connected air-conditioning (including smart air conditioning) brand. This is also the second time in a year that Haier Interconnected Air Conditioning (including smart air conditioners) achieved global sales.

In fact, Haier's ability to win awards on a global scale is no accident. Haier has been insisting on exporting its own brand since the 1990s. It is not only the ups and downs of overseas markets, but also the determination of Haier to open up overseas markets with its own brands. Up to now, Haier air-conditioning export products are almost 100% independent brands, which is the highest proportion of domestic export-oriented air-conditioner manufacturers.

If we take a look at the global market, Haier air conditioners have at least ten firsts. In China, Haier smart air conditioners ranked first in the Chinese market for four consecutive years, and also the first export of domestic independent brands of household air conditioners. Overseas, Haier Interconnected Air Conditioning ranked first in the world for two consecutive years. It is also the first in China's air-conditioning brand in Europe, and the first in Russia, Italy, Pakistan, Thailand and India. In addition, in the United States, Haier + GE Appliances double-brand market share. These ten firsts are enough to prove the market position and weight of Haier air conditioners in the world.

Stronger: How high is the benchmark set by Haier?

“Big” does not mean “strong”. It is not so easy for domestic air-conditioning companies to be bigger and stronger like Haier air conditioners. Obviously, if domestic brands want Haier to learn and use their own brands to smash the world, they can not learn by simply imitating and copying them. First of all, we must understand how high the benchmark of the global market erected by Haier, and whether it has the ability to learn to imitate. This will be targeted, and Haier is sincere, not fur.

From March 8th Shanghai AWE to March 13th Milan MCE, less than a week after the departure, Haier’s “swallowing” net clean air conditioner represented the initiative to provide a complete set of smart air solutions at two exhibitions. It has broken the current situation of passive control, difficult communication and non-complete sets of intelligent air-conditioning industry, providing global users with intelligent, healthy air and active services of constant temperature, constant humidity, constant net and constant oxygen. Having such an ecological chain and technology is not something that ordinary air-conditioning companies can match. This is one of them.

Haier Central Air Conditioning began to enter the European market in 1999. It has stepped out of the road of differentiated self-created brands, innovated research and development products, and began to lay channels, services and marketing networks. At present, a full range of Super match product lines and a full range of R32 new refrigerant products have been built. Haier household air conditioning and central air conditioning two-wheel drive, which is what the average enterprise can do, this is the second.

Third, Haier Air Conditioning not only has overseas manufacturing bases in Vietnam, India, Thailand, Pakistan and other countries, but also relies on Haier's “10+N” open R&D system, and forms Haier, Casa Di, Commander, GE Appliances, With clusters such as Fisher & Paykel and AQUA, Haier Air Conditioning can quickly meet the needs of different levels of users around the world. This is also the height that is difficult for general brands to cross.

In addition, whether it is at the local Shanghai AWE exhibition, or the Milan MCE exhibition thousands of miles away, Haier has launched more than just smart air conditioning products, but all are smart air solutions. Perhaps this is the forefront of the transformation of the air-conditioning industry from the "making air-conditioning" to the "air-making" in the Internet of Things era. The advanced trend is a higher rule.

Zhang Yanbin, a veteran of home appliances who has been tracking the air-conditioning industry for more than 30 years, believes that Haier Air Conditioning is the only smart air solution in the global market as part of Haier Smart Home's full-customized smart package. It will undoubtedly upgrade the active service to create lifetime value for users. It has greatly enhanced the status and influence of Haier air conditioners in the industry, and also laid the first position of Haier air conditioners in the world of the Internet of Things.

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