With the deepening of global economic integration, 2024 is a key node for overseas expansion for air conditioning companies. In the face of the increasing saturation of the domestic market and the increasingly fierce competition, air-conditioning companies have shifted their development focus to overseas regions to seek new growth points. Among them, Haier air conditioner, which has been deeply cultivated in the overseas market for many years, has further consolidated its leading position in the international market with its product characteristics of high efficiency and energy saving, intelligent control, environmental protection and health, as well as excellent after-sales service.
According to industry online data, Haier's exports in the first five months of the year grew by 32% year-on-year, exceeding the industry average, demonstrating its strong strength and excellent quality as an international home appliance giant. Through continuous technological innovation, market cultivation and brand influence, Haier air conditioners have won wide recognition and trust from consumers around the world.
In the journey of creating overseas brands, Haier has continuously deepened its layout around the world, injecting impetus into the growth of overseas markets. In the two countries of Southeast Asia and the Middle East and Africa, the growth in the first quarter of this year was particularly impressive.
Haier in Malaysia
User thinking, multi-channel layout, win the absolute recognition of the market
The continuous growth in the industry is by no means driven by price, but by the user-driven, quality-driven, to solve the user's pain points, in order to stand the test of the market. This is the underlying logic of Haier's sustained and rapid growth in Malaysia. In the first quarter of 2024, against the backdrop of the overall year-on-year growth of Malaysia's air conditioning industry, Haier air conditioners performed even better, especially in the high-end category.
According to reports, in the first quarter of 2024, the market share of Haier UV health series household air conditioners in Malaysia increased by more than 6% year-on-year, and sales increased by 150% year-on-year. At the same time, Haier air conditioner has also achieved a "rise in volume and price". Among them, the sales volume increased by more than 160% year-on-year, and the average unit price increased by 6% year-on-year, four times the industry growth rate.
Haier air conditioners have a balanced layout of products in different price segments. On the one hand, this strategy can meet the demands of different channel providers, and on the other hand, the product line with rich product lines in multiple price segments will have a qualitative jump in overall brand awareness.
In terms of channels, the layout is more reasonable, and Haier Malaysia pays more attention to the role of offline scene experience in driving sales. In the first quarter of this year, Haier air conditioner's performance contribution in the traditional chain channel far exceeded that of the industry year-on-year, and at the same time, it also ranked TOP1 in the MM channel and Senheng channel.
Haile in Egypt
Localized production capacity expansion, high-quality after-sales service, and global layout are empowered
In the Egyptian market, from June 2 to 8 local time, Haier's five major brand stores opened in Cairo. This marks a more complete localization of Haier's marketing system in the Middle East and Africa. Not only that, the Haier Brand After-sales Service Center was also officially opened in Nasser City, Cairo on May 23, which will not only bring efficient and excellent services to users, but also continue to improve the efficiency of Haier's brand localization marketing.
In addition to the strategy of brand store layout, Haier Smart Home has also worked hard in terms of service. The opening of Haier's brand after-sales service center provides a solid backing for Haier's localized marketing in Egypt. As a high-end service model independently operated by the Haier brand, the after-sales service center breaks the limitations of the agency service model commonly used in the local area, and will provide local users with a complete online and offline service experience, which will help accelerate the implementation of the brand's localized marketing strategy.
The opening of Haier's five major brand stores in Egypt and the opening of its own brand after-sales service center are a profound embodiment of Haier's concept of localized brand creation. Haier Smart Home adheres to the three-in-one localization strategy of "R&D, manufacturing, and marketing", and accelerates the construction of a multi-dimensional layout from all aspects to ensure the smooth progress of local independent brand creation in an all-round way. In terms of localized manufacturing, on May 2 this year, Haier Egypt Ecological Park was officially opened. With a total production capacity of 1.5 million units, the eco-park will help Haier MENA respond to the local market faster, significantly reduce transportation costs, and boost business growth.
With the continuous acceleration and improvement of the localization layout, Haier's high-end competitiveness in the Middle East and Africa has continued to improve, and the market performance has been excellent. In the Middle East and Africa, Haier Smart Home has doubled its growth in three years, leading the industry. In Egypt, Haier Smart Home's revenue doubled in the first quarter of 2024, and the Haier brand price index reached more than 150.
The outstanding performance of market performance fully confirms the forward-looking and accurate localization strategy of Haier Smart Home. In the future, Haier will continue to deepen its localization strategy in the Middle East and Africa, intensively cultivate, meet the needs of users with differentiated products, and accelerate the creation of brands with localized layout, so as to push overseas independent brand creation to a new height.
In 2024, Haier Air Conditioner not only achieved significant growth in export volume, but also made remarkable achievements in multiple dimensions such as brand value, technological innovation and market competitiveness. These efforts have not only won the trust and recognition of more overseas customers, but also laid a solid foundation for the long-term development of the company. Looking forward to the future, Haier will continue to strengthen docking and cooperation with the international market, continue to explore new overseas markets, and achieve broader development prospects.