The global market is so big, because each market has different development strategies or different start times, it is possible to form differences in market performance. Judging from the distribution of giants in the global home appliance industry, the top three are all in China, namely Midea, Haier and Gree.
Haier's leading position in the American market should be related to its product layout and years of efforts.
1, Haier's comprehensive strength is second to none in the global household appliance industry.
Haier has a deep layout in the fields of washing machines, refrigerators and air conditioners. In particular, the global market share of washing machines and refrigerators ranks first in the world, higher than Midea and Gree, and Haier's global market share in air conditioning is lower than Gree and Midea. It is also easy to understand that Haier didn't start from air conditioning, but Gree did.
As far as air conditioning is concerned, Haier has the advantage of early layout in the American market.
At present, the global air-conditioning market ranks first in China and second in the United States. As the second largest air-conditioning market in the world, Midea naturally attracts the attention of air-conditioning enterprises in China. Now the international market needs a long-term layout. Without a long-term layout, it is generally impossible to have more market share immediately. There will also be many difficulties, such as some policy barriers.
Among domestic air-conditioning brands, Haier first introduced its products to the American market, earlier, at1July, 999. As a result, it has been operating in the American market for more than 20 years.
3. Haier's localization strategy in the United States is quite successful by means of capital.
In recent years, Haier has obviously kept a low profile than at the beginning of its early venture, but in fact, in the process of internationalization, Haier has left many solid pieces, and acquired Sanyo Electric of Japan, Fisher Paykel of New Zealand, General Electric of the United States and Candy of Italy respectively. Among them, 20 16 spent $5.4 billion to acquire the home appliance business of General Electric, making it easier to expand in the American market. Sales in the American market have achieved brand localization, which not only killed European and American brands in the American market, but also occupied a large market share of Japanese and Korean brands.
Gree is a well-deserved global leader in air conditioning. It is better than focusing on air conditioning and not setting foot in the field of washing machines and refrigerators. At the same time, it has gradually entered the markets of the United States, France and other countries and regions 100, and gradually eroded, and it also has strong competitiveness.