Recently, the world's authoritative research institute GFK released data showing that in the West Asian and Eastern European markets and even the transit station of the Western European market - the Russian market, Haier refrigerators still achieve the fastest in the industry under the premise that the price is 40% higher than the average market price. The growth rate, the three-door and above segment of the mid-to-high-end market share reached 45%, ranking first in the global brand, surpassing the European, American and Japanese brands. In addition, in the high-end channels, Haier refrigerators accounted for more than 25%, ranking first.

Over the years, Chinese refrigerator brands have come to the sea a lot, but one of their commonalities is to adopt an OEM export model. Lessons from the past few decades have shown that making second and third lines can only make made in china a synonym for shoddy. Only by truly integrating into the frontline, creating a strong Chinese brand with the coexistence of foreign markets and establishing a strong market appeal. Obviously, the performance of Haier refrigerator in Russia is very convincing.

Chinese refrigerator brand OEM production, lack of competitiveness in Russia

As is known to all, Europe, Japan, South Korea and other home appliance giants have long monopolized the Russian market, the localization foundation is solid, and the brand audience acceptance is high. As a latecomer, it is difficult for Chinese refrigerator companies to enter the Russian market. In the case of localized manufacturing, if they focus on their own brands, they need to start from scratch, to build a sound R & D, sales, channels and so on. The current situation in the Russian market is that Chinese refrigerator brands have not expanded their channels and service teams due to their low awareness, let alone investing in factories.

Therefore, the traditional method used by Chinese refrigerator brands is to replace the brand with OEM, and rarely sell their own brand products, becoming a “vine” attached to foreign brands. Due to the OEM, most of them lack independent innovation, and with the high tariff of 14% in the Russian market, they can only produce a single low-end model. In the end, it is difficult to enter the mainstream channel in the Russian market, and the brand share is extremely low. Obviously insufficient.

Self-created, Haier refrigerator to seize the Russian high-end market

In contrast, Haier's independent creation of the Russian market provides a sample for Chinese brands to go out to sea. At the beginning of entering the Russian market, Haier refrigerators were only exported through a single independent brand. At that time, it was said that the development of the Russian market with complete home appliance brands and fierce competition was limited, and under the pressure of the leading forces of European, American, Japanese and Korean brands, Haier refrigerators appeared to be alone.

Until the establishment of Haier's Russian refrigerator manufacturing base, officially put into operation in 2016, Haier refrigerator's road to creation has ushered in a brighter future. The biggest breakthrough is the differentiated innovative products produced by local users, which has accelerated the shaping and upgrading of the mid-to-high-end brand image. Through interaction with Russian users, Haier Refrigerator has developed a unique four-drawer design for local users. In the process of further interaction, Haier developed a large-capacity 2 meter high refrigerator for local users at 10 am and 4 pm, which is favored by local users. According to the evaluation of the third-party monitoring agency, the popularity of Haier brand in Russia has increased significantly, ranking first in the Chinese refrigerator brand.

Driven by the single-in-one mode, Haier has launched “Haier” in the world.

In fact, the eye-catching performance of Haier refrigerators in Russia is only the tip of the iceberg in the global market. Since entering the stage of globalization strategy in 2005, Haier has continued to develop a three-in-one globalization strategy, and has deployed a 10+N model of user-led technological innovation in the world. At the same time, Haier Refrigerator has built 30 advanced factories around the world with a production capacity of 30 million, achieving full coverage of the market.

In Israel, Haier's market share of open door refrigerators reached 43.9%, ranking first in the same category; in Germany, Haier refrigerators with T-door refrigerator products equipped with full temperature change zone, the localized market sales increased by three times, and the growth rate was the first. In India, after the Haier refrigerator factory was successfully put into operation in November 2017, local production in India accounted for 96%. At the same time, its market-oriented non-bending BM refrigerators produced in the same category accounted for 71%, ranking the same category NO. .1. In addition, Euromonitor International data also shows that Haier refrigerator has been the world's number one for 10 consecutive years.

In the past 13 years, driven by the “one person in one” mode, Haier Refrigerator is based on independent innovation and brand leadership as a breakthrough, and continues to meet the needs of global users. It has launched “Haier” in the world, standing in Russia and even the world. The highest peak. Experts said that the "one person in one" model is becoming the next social model, which is bound to bring "textbook" style reference for the transformation of the Internet of Things era of various enterprises.

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