Recently, Haier has been particularly eye-catching in the European home appliance market. Against the backdrop of fierce competition in the global home appliance industry and the overall weakness of the industry due to macroeconomic impacts in the European market, Haier has achieved counter-trend growth.
At the IFA 2024 in Berlin, Germany in September this year, Haier Smart Home had an exclusive booth of 3300 square meters and presented leading products from its four brands, Haier, Candy, Hoover, and Casarte. The exhibited products, ranging from smart home solutions featuring hardcore technology to various home appliances that fit the living habits of Europeans and innovative built-in coffee machines, all demonstrate Haier's profound understanding of the European market and strong R & D and innovation capabilities. For example, Haier X11 washing machine has achieved excellent results in the European market. In Poland and the United Kingdom, its price index is more than 2 to 3 times higher than the average price of washing machines in the same category. The wind cruise technology of this washing machine can achieve efficient air replacement and clothing shaking, which is well adapted to the humid climate in Europe.
Haier's success in Europe is attributed to its long-term adherence to the localization strategy. As early as 2000, Haier established its first R & D center in Brugherio, Italy. In 2011, the Nuremberg R & D center in Germany was established. These R & D centers cooperate closely with local scientific research institutions. They not only absorb advanced technological resources but also quickly and accurately understand the needs of European users, making products more suitable for the local market.
In the first half of 2024, Haier's revenue in Europe increased by 9.2% year-on-year, and its market share continues to rise. At present, Haier has established five factories and 22 warehousing centers in Europe and has more than 300 R & D engineers. Through localized manufacturing and a strong supply chain system, Haier can shorten response time and save costs, further enhancing the competitiveness of its products in the European market.
In terms of brand building, Haier has acquired European local brands Candy and Hoover, forming a multi-brand matrix. Haier targets the high-end market, Candy is suitable for users who pursue cost-effectiveness, and Hoover takes a niche quality route, covering almost all consumer groups in Europe. At the same time, Haier's independently developed Hon app has more than 7 million registered users in Europe. Through intelligent connectivity, it increases consumer stickiness and also provides strong support for Haier to further understand user needs and develop new products.
Haier's development in Europe not only sets an example for Chinese home appliance enterprises going overseas but also brings new ideas and opportunities for the development of the global home appliance industry. In the future, Haier is expected to continue to make greater breakthroughs in the European market and move forward continuously towards the goal of becoming the number one home appliance brand in Europe.