Asia Pacific Haier brand recognition continues to strengthen

In August 2013, the research group of the Department of Consumer Economics of the Ministry of Commerce, Gartner published the annual ranking of the top 25 suppliers in the Asia-Pacific region, and compared with the 2012, there are five newly shortlisted manufacturers: Haier, Weili, Honda Motor, canon and LG. "As a well-known home appliance enterprise, Haier first ranks in the Asia-Pacific region supplier annual ranking itself, is also the best annotation of Haier internationalization." "In the Asia-Pacific region, Haier has not only the image of traditional household appliances, but instead is a smart product that integrates home appliances, the Internet and intelligence." It should be said that in China's home appliance industry as a whole has not been widely recognized by the international context, Haier has become the Asia-Pacific region's top 25 suppliers have a certain benchmark significance. 2013 China's home appliances industry in the overall weak, including export slowdown in the background, Haier one alone show-in the Asia-Pacific region, Haier won the Secret of consumer trust is design, environmental protection, service and brand reputation. In recent years, we have been working on China's consumer economy, including the path of Chinese product internationalization, product cognition, market share, economic contribution and contribution to the local consumer economy, and we are also concerned about the performance of foreign brands in the Chinese market and the role of starting consumption in the Chinese market. Haier won the top 25 suppliers in the Asia-Pacific region, from the perspective of research, we are more concerned about the underlying things. For example, Haier Asia-Pacific expansion of the pace and effectiveness of consumer expectations for Haier in the Asia-Pacific region. February 2013, a group of data from Australia showed that in the Australian Choice magazine February sampling results showed that Haier washing machine hwm65-918 was recommended for the purchase of washing machines, more than Simpson, FPA, LG, Samsung and other brand washing machines, Become after hwm55-918 after another by choice magazine recommended washing machine products. As early as a few years ago, when we began to study the Chinese consumer economy and the different sectors of the system, we used Haier as a sample enterprise for long-term observation. Our observation, in addition to the domestic market, also includes Haier in the Asia-Pacific region, the European Union market performance. At that time, we learned in the Asia-Pacific region, although Haier's cognitive weight is not high, but compared with other Chinese household appliances brands, Haier Asia-Pacific region has ranked top. What is the expectation and willingness of consumers in the Asia-Pacific region for the Haier brand in the future for a long period of time? After Gartner published its annual ranking of top 25 suppliers in the Asia Pacific region, we have been trying to do a detailed survey of Haier in the Asia-Pacific region, hoping to pass the most authentic questionnaire Understand the subjective and objective evaluation of consumers in the Asia-Pacific region. Based on this, we conducted a survey of Haier in the Asia-Pacific region to understand Haier's market performance and future trends in the Asia-Pacific region. Based on Gartner's research and the performance of Haier in the international market in recent years, our research results show that Haier's brand awareness has continued to strengthen in the Asia-Pacific region. Due to the large number of Haier's brand, this time inMarket research in the Asia-Pacific region, we take washing machine as an example, conducted a detailed investigation. September 2013 ~ October, we carried out mails and questionnaires in 10 countries of Korea, Korea, Japan, Philippines, Indonesia, Vietnam, Brunei, Malaysia, Singapore and New Zealand respectively. The respondents, aged 23-50, were the main contributors to the family's economic income, or played a decisive role in household shopping. They pursue branding, design and user experience, like to learn about product performance through new media tools, and are willing to participate in corporate interactive games. These respondents have been working for at least one year and are the local consumer. They distribute the industry for finance, telecommunications, IT, commercial consumption, manufacturing, bio-pharmaceutical, logistics, real estate, education and other industries. In terms of career and income, they are at the local middle class. An interesting phenomenon, especially in Singapore and New Zealand, found that immigrants to the local Chinese brands have a clear preference. Among the respondents, they preferred to use domestic brands. Their reason is that in the home appliance products are basically in the homogenization stage, the national brand will give them a sense of pride, so they will choose Haier. The issuance of a total of 1000 questionnaires, all selected the capital of each country as a model city, to the above industry to ask the crowd. At the stipulated time, we have recovered 632 valid questionnaires. Among them, the effective questionnaire for female respondents was 329 (accounting for 52.1%), and the effective questionnaire for male respondents was 303 (47.9%). In the email response we received, nearly one-tenth of respondents made it clear that Chinese products used to be cheap, but the impression was changing with the rise of products such as Haier. However, more hope that Chinese products to understand the local consumer culture and demand, more with the consumer's offline interactive experience. We found in the survey, Haier washing machine in the Asia-Pacific region is significantly higher than other Chinese brands, and Haier's expansion in the Asia-Pacific region is closely related. Before 2013, Haier washing machine has been in Thailand, Vietnam, Pakistan and other regions set up factories. Haier Thai Factory has an annual output of 150,000 units as early as 2007, and Haier washing machine factory in Vietnam 2012 production up to 1 million units. Factories in Indonesia and Pakistan reached 200,000 units in 2012 and 2011 respectively. Due to the establishment of factories in these countries, Haier washing machine products, the scope of the auxiliary radiation is more obvious. Vietnam Factory can radiate Thailand, Malaysia and other Southeast Asian countries and some Middle East non-state, Thailand factory can radiate Saudi Arabia, Yemen and other Middle East countries. Only than Haier washing machine products, mainly sold to Southeast Asia (Thailand, Vietnam, Indonesia, Malaysia, the Philippines), South Asia (Pakistan, India), South Korea, Australia, New Zealand and other countries. Among them, Vietnam, Australia, New Zealand sales revenue increased more obvious. In this survey, 67% of the respondents said that their eyes of the most well-known three Chinese home appliances enterprises are Haier, the United States, Hisense. The source of knowledge about these three companiesThe spread of the media and the impact of the user experience. Of the 632 valid questionnaires collected, 73% of respondents thought that Haier washing machine in the Asia-Pacific region, is to let local consumers quickly recognize Haier's shortcut, otherwise, a large number of people do not recognize Haier. 53% of respondents said that if the purchase of Chinese brand washing machine will be preferred Haier. In the opinion of these respondents, in addition to the brand more recognition, another factor is that Haier washing machine has been localized production, the purchase of Haier products can promote the local economy. Compared with European products, 47% of respondents said in addition to the price advantages of Chinese products, technology and service advantages are being strengthened, Haier in the global flagship service brand is to the consumer penetration; 21% of the respondents said that China's products in the Asia-Pacific market as a whole is still at the low end of the image, to get rid of this situation, the need for , technology, service and branding. 32% of respondents said that European appliances in the Asia-Pacific region has a strong brand base and market awareness, Chinese products to the Asia-Pacific region to establish market position, there is still a long way to go. Still, 78% of respondents said the gap between Chinese household appliances and Europe was getting smaller. Haier washing machine design, environmental protection has been in line with international standards, but the overall strength of China's home appliances still need to improve. 63% of the respondents said that the pace of internationalization of Haier proved Haier's innovative spirit, is a symbol of innovation in China's home appliance industry; A survey showed that 16% of consumers have bought Chinese-branded washing machines, and 9% of those surveyed bought Haier washing machines. In all valid questionnaires, 43% of the respondents thought that the design of Haier washing machine, energy saving and environmental protection is the first choice to impress them; 23% per cent of respondents believe that Chinese brand washing machines need to be upgraded overall, design and energy saving are not their own characteristics, basic and Europe at the same level of homogenization; 34% Of the respondents that Haier washing machine compared with similar products in China, the advantages are obvious, but compared with similar products in Europe, the advantages are not obvious. Surveys show that if you recommend the Chinese brand washing machine to the people around them, 74% of the respondents would recommend Haier washing machine; 91% said that if there is a chance to visit China's Haier factory, through their own field knowledge, to the people around to introduce Haier's true side, This is also an important channel to understand Haier products. 65% of the respondents said that Haier washing machine more need to host a number of local landing activities, public interest activities, through a variety of forms to let local consumers understand Haier, and this is fully expressed consumers willing to participate in the activities of the interactive way. This survey, after the International Research Institute Gartner published the annual ranking of the top 25 suppliers in the Asia-Pacific region, we would like to know more Chinese enterprises, Chinese brands in the Asia-Pacific region, the European market. Also hope that through our investigation, to understand foreign consumers of Chinese products consumption expectations and consumption will. Haier washing machine is just a microcosm of our focus on Chinese companies. Haier washing machine to choose as a breakthrough, there are several factors to consider: first, Haier laundryMachine through the form of mergers and acquisitions in the Asia-Pacific region has formed a large scale, the awareness of a significant increase, which is currently China's other washing machine brands can not analogy, and secondly, as the new finalists of the annual supplier, we want to see from the consumer's eyes, their most authentic evaluation of Haier. This survey is based on our knowledge of Haier, perhaps not comprehensive and scientific. However, as professionals looking at the consumer economy, we are trying to comb and find out the evaluation and anticipation of Chinese products by overseas consumers, which is very important to Chinese enterprises. The survey showed that Haier washing machine in addition to the product itself attractive, in the local mergers and acquisitions set up factories, but also promote the local economy is an important force. Time to prove that Haier washing machine overseas mergers and acquisitions, is ushering in a new opportunity.