A few days ago, Yikang, the domestic authoritative testing organization, announced the market data for the 16th week. The data shows that Haier refrigerator market share was 39.9%, an increase of 12.8%, creating a single-weekly highest share, and the country's 42 regional micro-market share ranked first. Previously, Haier refrigerators also set a new record for the refrigerator brand that has exceeded the annual share of 35% since Zhongyi Kang. While constantly refreshing the industry's historical record, Haier Refrigerator is also leading the world's refrigerator industry into the "Haier era."

From the current situation of the refrigerator industry, before the arrival of the era of quality consumption, all refrigerator companies around the world have met the basic storage needs of users by upgrading the refrigeration and preservation technology. However, under the trend of consumption upgrading and rising raw material prices, although they have experienced many upgrades, intelligent innovations, etc., they have not fully met the healthy eating needs of users. This has also led to the further evolution of the competitive landscape of refrigerator companies. On the one hand, the concentration of mainstream brands has further improved. In the first quarter of 2018, the top5 brand share reached 69%. SMEs are facing a situation of shuffling out; on the other hand, foreign brands are further compressed, and most brands choose to change their business strategies in the domestic market. In the first quarter of 2018, the market share was 23.77%.

Under the current slow growth of the refrigerator industry, Haier refrigerators have created market miracles one after another. Behind the formation of a unique competitive landscape, Haier Refrigerator has been researching the results of technological innovation and globalization based on user pain points for many years. This also prompted Haier refrigerator to dominate the major changes and development direction of every product, technology and standard in the refrigerator industry.

First, gain insight into the health pain points of users and achieve product and technology disruptive innovation. Since its inception, Haier Refrigerator has adhered to the "user-centric" thinking of new products and technologies. The invention discloses a full-space fresh-keeping refrigerator, which combines fine-controlled micro-duct technology, dry-wet storage technology and freezing constant temperature technology, which subverts the experience of using the traditional refrigerator with poor preservation; F+ free embedded refrigerator realizes cell-level maintenance through oxygen-control technology Fresh, extending the freshness of the food to the micro level to delay the oxidation of the food. This ability to control and understand the pain points of users, coupled with profound technical innovation capabilities, led to Haier's products and technology being imitated 22 times by the industry, including many European, Japanese, Japanese and Korean companies.

Second, the development of standards for the industry to establish guidelines, but also provide users with a basis for purchase. Although it has been imitated, Haier Refrigerator always has the right to speak in the refrigerator industry with its innovative ability in preservation technology. Based on the dry and wet storage technology, Haier Refrigerator has led the development of international IEC preservation standards, becoming the world's first refrigerator preservation standard, occupying a place on the international standard stage. Based on the whole space preservation technology, Haier Refrigerator has developed the industry's first "full space fresh-keeping refrigerator" standard, which defines the guidelines for the whole space preservation of the industry and fills the gap in the industry. More importantly, this will provide a criterion for the user to judge the freshness preservation effect of the refrigerator in the case of a mixed product.

Finally, the globalization layout lays the foundation for meeting the needs of users. Relying on the 6 major home appliance brands such as Haier, Casa Di, and Commander, as well as 30 factories and 10+N research and development models around the world, Haier Refrigerator can truly implement the “three-in-one” localization strategy of design, production and sales, and continue to innovate and subvert. Technology and products to meet the needs of different levels of users in different parts of the world, personalized needs. This has also been recognized by users around the world. In Europe, the overall scale increased by 50% year-on-year, and the growth rate was the first in the industry. In the Spanish market, Haier's refrigerators and refrigerators achieved the first market share of 32.6% and 49.6% respectively; sales of Haier refrigerators in Pakistan The increase is 65%, the high-end share is 45%, and the industry is the first.

Under the guidance of the “one person in one” mode, Haier Refrigerator has completed the layout of “from product manufacturing to center to user demand”, creating a more scientific and rational storage plan for users, and finally gaining market recognition and leading the world. The refrigerator industry has entered the "Hale era." From the innovative path of Haier refrigerator, it can be seen that in the era when users are kings, refrigerator companies only need to make strong longboards and move forward in order to occupy the commanding heights in the world refrigerator market competition.

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