Haier's strategy and layout in the European market is a comprehensive and in-depth localization strategy. By establishing research and development centers in Europe, Haier can better understand and meet the needs of local consumers, while collaborating with local scientific research institutions and laboratories to absorb technological resources. For example, Haier's R&D centers in Brugherio, Italy, and Nuremberg, Germany, not only have advanced research and development equipment but also work closely with local research institutions to promote product innovation that is "user-oriented." Haier's refrigerator products, for instance, feature Supercooling technology to adapt to the dietary habits of European consumers.
In terms of manufacturing, Haier has set up manufacturing plants in countries such as Italy, Poland, Romania, and Turkey. This shortens response times, reduces costs, and strengthens connections with local manufacturers' organizations, paving the way for the brand's development in Europe. Haier's localized marketing strategy has also contributed to enhancing brand awareness and market share in the European market. In 2023, Haier's brand awareness in Europe increased by 3.1 percentage points, and its competitiveness in the high-end market was further enhanced.
Haier has also expanded its influence in the European market by acquiring local European brands such as Candy and Hoover. These brands already have a solid market foundation and consumer recognition in Europe. By retaining the characteristics and advantages of these brands while injecting its technology and innovation, Haier has made its products more suited to the needs of European consumers.
In addition, Haier focuses on increasing consumer stickiness through smart connectivity, with its app having 7 million registered users. Through the smart interconnection app, users can manage their home appliances more intelligently and achieve energy saving and environmental protection. Haier's growth in Europe also benefits from its positioning in the high-end market and its emphasis on energy saving and environmental protection, as well as cooperation with high-end events such as the Roland-Garros French Open, which enhances the brand's reputation among the local high-end community in Europe.
Haier's globalization strategy is not only about exporting products and brands but also about building a flexible and efficient global value chain through the construction of a global R&D network, production and supply network, and global market development and service network. Haier has established 35 industrial parks, 143 manufacturing centers, and 230,000 sales networks worldwide, creating several high-end brands such as Casarte, GE Appliances, Fisher & Paykel, AQUA, etc., and a global smart home scene brand, Swallow.
The success of Haier in Europe is also due to its continuous investment in innovation and deep understanding of user needs, as well as the flexible and efficient global value chain it has built on a global scale. Through these strategies, Haier has not only achieved significant growth in the European market but also provided valuable experience and reference for the globalization development of other Chinese enterprises.