From OEM OEMs, overseas factories to independent brand marketing, Chinese refrigerator giants are performing the perfect international “triple jumpâ€.
Recently, a market monitoring data from the global market research institute GFK unveiled the gorgeous “upgraded transformation†of the refrigerator technology leader Hisense Refrigerator in the global market: “self-owned brand†has sprung up and “high-end strategy†Step by step, fully ranked among the top three in the South African market, playing a new horn for the rise of the global brand of Hisense refrigerators.
GKF market monitoring data shows that: from January to June 2012, Hisense refrigerator market share in South Africa exceeded 12%, becoming the third largest refrigerator brand after local brands KIC and DEFY, and also the first in China's South African market. famous brand. Sales data from Hisense South Africa's white goods also showed that in the first half of this year, Hisense refrigerator sales increased by 60% year-on-year, and sales increased by 71% year-on-year. In Makro, a large supermarket chain in South Africa, Hisense Refrigerator has a market share of 29%, ranking second, and has begun to establish a certain brand influence in the local market.
Beyond Japan and South Korea
In the South African market, after successfully completing the “Brand, Technology, Management, and Marketing†output, Hisense Refrigerator began to completely surpass the Japanese and Korean European and American refrigerator brands, and realized the comprehensive rise of brand marketing with the “Made in China†upgrade to “Created in Chinaâ€. It has also begun to build a strategically-advanced channel for enterprises to compete in the future market competition with the "technical innovation" and "mid-high-end strategy" two-wheel drive system.
Zhang Yanbin, a senior home appliance researcher, also believes that "currently, China's home appliance industry is in a diversified, volatile and complex business competition environment. The integration of the global market will be the future of China's home appliance enterprises in the next few years or even longer. The main task. Hisense refrigerator leading the independent brand in the South African market will undoubtedly set a benchmark for the future expansion of China's home appliance industry.
Behind the Hisense refrigerator leading the South African market, it is thanks to the localized marketing achieved by the company based on the local market, through the diversified expansion of the channel and the high-end shaping of the brand, the two-wheel drive to the market is completed. The reporter learned that since last year, Hisense's high-end series of refrigerators began to enter the high-end home appliance channel Dion in South Africa, high-end single store Hirsh for sales. This year, while strengthening cooperation with existing home channels such as JD Group, Hisense refrigerators have entered Wal-Mart's MASS MART and PICK N PAY channels to expand the sales channels of refrigerators.
In order to better promote the “rooting and comprehensive popularization†of Hisense brand in the South African market, Hisense not only cooperates with the local large supermarket chain, but also participates in the exhibitions of large-scale exhibitions and shopping centers in South Africa. South African consumers have zero-touch, understanding and experience of Hisense products. At the same time, in order to enhance the popularity of Hisense's full-line refrigerator products and high-end brands, Hisense also erected a refrigerator billboard on the important traffic routes in South Africa, and completed the double output of the brand and product image with a multi-door high-end refrigerator with great impact.
Smart butterfly acceleration
Since the beginning of this year, after completing the layout of the sales network in the global market, Hisense Refrigerator has once again defined a high-end sales system centered on six sales regions of “Asia, Middle East Africa, North America, Central and South America, Australia, Europeâ€. Statistics from the General Administration of Customs show that this year, the export volume of Hisense refrigerators is much higher than the average level of the domestic refrigerator industry, showing the growth of the company's high-end sales system.
Song Hongyan, marketing director of Hisense Kelon Refrigerator Co., Ltd. pointed out that “As the earliest enterprise in China to carry out intelligent transformation, Hisense Refrigerator is driven by the Group’s intelligent strategy, not only in the domestic market, but also in the “high-end strategy†to achieve frequent market growth. In the overseas market, we also completed the 'individual brand' strategic pilot.
At present, the new products of Hisense Bona series refrigerators have not only successfully created a new model of “mid-high-end refrigerators†in the domestic market, but also actively promoted overseas markets with the product concept of “core technology, international design and respect for natureâ€. The comprehensive coverage of the international integrated market has also re-interpreted a new high-end image of Hisense refrigerators under the global wave of intelligence.
Song Hongyan revealed, "Next, Hisense refrigerators will take the opportunity of intelligence, driven by product technology innovation and high-end market, with user experience as a breakthrough, through the domestic and overseas markets, integrating companies in the brand, technology, The strength of marketing, service and other aspects, to achieve the upgrade from China's mid-to-high-end market to global brand hegemony."
It is estimated that the sales of Hisense refrigerators in the South African market will increase by 45% compared with the same period of last year, and the market share will increase from 8% last year to 14%, becoming the leading brand in the South African refrigerator market.
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