From "Haier" to "Haier Smart Home", how Chinese companies can deeply participate in globalization

　　Dance "Subject Three" to the dynamic music, play "Flowers and Full Moon" on the piano, greet the audience and send flowers... A series of interesting interactions brought about by innovative technologies make the 2024 China Home Appliances and Consumer Electronics Expo (AWE2024) step by step It has transformed from a home appliance industry event into a big stage for cutting-edge technology competition.

　　During the exhibition, in addition to robots that can dance, play piano, and interactively deliver flowers, Haier Smart Home also displayed a number of innovative products.

For Haier Smart Home, these latest achievements that embody the power of cutting-edge technology are not only a testimony of the company's continuous innovation and development, but also the epitome of Chinese companies' deep participation in globalization.

Wisdom is that simple

　　"Wisdom is that simple." A lyric from the old cartoon "Haier Brothers" has become a major anchor for the future development of Haier Smart Home.

Where is the wisdom of Haier Smart Home reflected?

In the convenient experience brought to users by the five major brands of Casarte, Haier, Leader, Fisher & Paykel, and Tri-winged Bird, as well as 101 original technologies such as flat inlays, essence washers, and crystal bladders.

　　For example, Casarte's Nebula refrigerator is equipped with the industry's first double-bottom circulating air curtain technology and zero-embedded technology. It not only provides a large capacity of space, but also achieves seamless sides, flush with the cabinet at the front, and is "invisible" in the cabinet. .

　　Aiming at the pain point of excessive washing and drying temperature of heavy winter clothes that may damage the coating, Haier washing machine's original direct-drive essence cleaning technology and dual-engine heat pump cleaning technology can gently care for the fabric coating, quickly and deeply clean stains, and quickly dry Dry.

　　As the interactive portal for young users of Haier Smart Home, Leader carries the brand mission of Haier’s first in-depth contact with Generation Z.

For example, Leader Yuanqi Air Conditioner's original soft-cooling and even-heating double-wing air technology provides large air volume across the entire area to make the room temperature rise and fall more evenly.

　　The ultra-high-end home appliance brand Fisher & Paykel has brought a social kitchen scene solution. With the blessing of "professional temperature control masters" such as 3°C constant temperature refrigerated refrigerators, 50°C precise temperature control condensation steamers, and 200°C blazing fast frying ovens, Even a novice can cook Michelin-level dishes.

　　In addition, starting from the smart courtyard, to the smart entrance, smart living room, smart kitchen, and then to the laundry room, cloakroom, bedroom, and bathroom, Triwing Bird provides one-stop solutions through systematic professional solutions in 20 scenes in 8 major spaces. User needs.

Its industry's first integrated design platform for smart home appliances - Nesting Design, can provide personalized scene customization plans in as fast as 15 seconds, increasing design efficiency by more than 6 times.

　　Countless innovative products bring people a smart life experience, and behind the "wisdom" is the support of Haier Smart Home's open innovation system.

　　Haier Smart Home has laid out a global 10+N open innovation system offline and built a HOPE innovation ecological platform online, linking 250,000+ experts and 1 million+ first-class resources around the world to achieve collaborative innovation, concentrated advantages, complementary capabilities, and precision among global R&D centers. Meet the needs of users everywhere.

　　In the past year, Haier Smart Home launched more than 1,000 original technology products and added 37 internationally leading scientific and technological achievements.

Today, Haier Smart Home has won 12 China Patent Gold Awards in the industry and won ten consecutive global smart home invention patents; it has led and participated in 97 international standards; it has won 6 international design gold awards; and it has won 16 National Science and Technology Progress Awards.

　　Under the closed loop of innovation that starts with users and ends with users, Haier Smart Home makes smart life simpler.

Go to sea and set up camp somewhere else

　　Li Huagang, Senior Vice President of Haier Group and Chairman and President of Haier Smart Home, said, “In the future, we will lead the way in smart life and bring a better life to users around the world.” Outside of China, Haier Smart Home is also promoting smart home simultaneously around the world. Domestic services.

　　The book "The Rising Tide: Chinese Enterprises "Going Global" for Forty Years" summarizes the top ten globalization paths of Chinese enterprises. Enterprises represented by Haier Smart Home are representatives of the "camping" model.

The "camping and setting up shop" model means that enterprises place design, production, sales and other links in the host country based on the host country's location advantages to meet local market needs and bring employment opportunities to people.

　　Unlike other companies that generally go abroad through "trade", Haier Smart Home has chosen to create its own brand, implement localized R&D, localized manufacturing and localized marketing, and build factories overseas to build another "new home".

For companies that create their own brands, they need to pay attention to long-term brand building, create a unique brand image and value through high-quality products and services, and gain consumer recognition.

　　While creating its own brands, Haier Smart Home insists on high-end brand creation and builds a high-end brand matrix around users.

Xu Meng, General Manager of Government and Enterprise Strategic Affairs of Haier Group, Vice President of Haier Smart Home, and General Manager of China, believes that “Only by adhering to high-end brand creation, resonating with the times, and being on the same page with users, can we truly become a brand of the times.”

　　In China, Haier Smart Home adheres to a three-level brand strategy composed of high-end brands, scene brands, and ecological brands: in terms of high-end brands, it adheres to original technological innovation, understands user needs from a global perspective, and creates a high-end brand matrix; in terms of scene brands, Three-winged Bird promotes the realization of scenario solutions based on user needs, and is a key carrier for Haier Smart Home to change its path to the field of IoT smart living; in terms of ecological brands, Haier Smart Home has created an ecosystem covering clothing and food ecology, etc. Global smart home ecological platform.

　　Overseas, Haier Smart Home continues to improve its business layout, especially in the United States and Japan, known as the "Everest" of the global home appliance market, with considerable market share growth.

　　In the U.S. market, GE Appliances has been the top home appliance company in the United States for two consecutive years.

Among them, the overall sales volume of high-end washing machine brand Combo in the United States will increase by 22.5% year-on-year in 2023; the share of refrigerators in the United States has been TOP1 for two consecutive years; the dual-brand air conditioner market share of Haier & GE Appliances in the United States has been TOP2.

　　In Japan, Haier and AQUA dual-brand white goods market share is TOP1, among which the combined share of ice-cold washing white goods is 17.5%, ranking first; refrigerators will still achieve TOP1 share in 2023 after 2022; freezers share 48%, ranking TOP1; washing machines With an industry growth rate of 5 times, it has jumped to TOP3; IoT community has washed 70% of the industry, ranking TOP1.

　　In the process of globalization, Haier Smart Home has chosen a path with heavy investment and long return cycle, but it is also a "difficult but correct path."

　　Now that it has achieved the 15th consecutive title in retail sales of global large home appliance brands, Haier Smart Home has embarked on a successful path to overseas markets.

There is no end to a good life, and Haier Smart Home's path of exploration will continue. In the future, it will work with its unbounded ecological partners to promote the full implementation of smart home scenario solutions.