Haier refrigeration product system production base is located in Haier Industrial Park, Qingdao Economic and Technological Development Zone. It is the backbone enterprise of Haier Group and promotes the development of refrigerator and freezer industry in China. After 20 years of development, Haier refrigerators and freezers have established seven production departments in China. First and second refrigerators, special refrigerators, overseas refrigerators, Dalian Haier refrigerators, Guizhou Haier refrigerators and refrigerators. In recent years, with the continuous progress of Haier's internationalization, Haier refrigerators have also established overseas factories in the United States, Italy, Pakistan, Tunisia and other 13 countries, realizing localized design, production and sales.
International articles
In recent years, in the face of fierce competition in the refrigeration market, Haier has always adhered to the internationalization strategy of building an internationally renowned brand, and has made remarkable achievements by taking localized design as a breakthrough to expand overseas markets. In the first three quarters of 2004, rapid growth was achieved in the promotion of the domestic market and the development of the international market, and various economic indicators were 3-4 months ahead of the same period last year.
In Europe, more than 90% of our refrigerators have reached Grade A energy saving. On this basis, we made a breakthrough this year, and launched A+ class and A++ class energy-saving refrigerators. Haier refrigerator became the first A+ class energy-saving refrigerator brand listed in Europe. In the British market, the capacity of Haier inverter refrigerator is 20% smaller than that of some local brands, but the price is comparable and it is out of stock. Haier has set a daily average sales record of 40 refrigerators in Store C, the largest home appliance supermarket chain in France. In the United States, Haier refrigerators have become the main products of large chain stores, with the share of Haier refrigerators accounting for more than 55%, which has rapidly improved Haier's brand reputation and been widely praised by American distributors and consumers. Compared with 2000, this share increased by 6 percentage points. In South Asia, the new take-away cold drink refrigerator won the hearts of users with colorful colors and unique simple functions, and formed a trinity network based on factories in Pakistan and Bangladesh. In Japan, Haier tank refrigerator won the Japanese G-Mark Design Award. In the Middle East, double-door refrigerators, large double-door refrigerators and multi-channel air-cooled refrigerators have been launched one after another, which has formed a strong response in the entire Middle East market.
Today, Haier uses six design branches and ten design centers around the world to design and manufacture different products for different consumers, so Haier refrigerators and freezers are widely welcomed by consumers all over the world. Haier has established 469 franchisees and 36,000 marketing networks around the world, and its products cover 100 countries and regions around the world.
At this point, Haier has basically achieved the strategic goal of "one-third of foreign sales", and the construction of overseas production bases is expanding globally, and the international map of Haier Refrigerator Company is ready to emerge.
Produce quality products
Haier refrigerators and freezers are exported at home and abroad, benefiting from Haier's advanced production equipment and high-quality products. Haier refrigerator sheet metal, adsorption, foaming, assembly and other processes have imported the world's most advanced production equipment from Germany, Japan and Italy, ensuring high standards and refinement of products. In addition, through the application of SAP and ERP system, the distribution and delivery of products are fully automated.
Everyone in Haier knows about the "refrigerator door smashing incident" in those years, so every Haier employee always has a tight string about the quality of products. At the production site, employees operate the process according to the on-site operation instructions, assemble the process prototype, and take the process prototype as the physical operation standard, and strictly control each level. Haier refrigerator also has a noise monitoring room, a type monitoring room and a simulated user laboratory that have reached the international leading level, which provides a guarantee for the products to be 100% qualified.
Product article
1985 launched the first four-star refrigerator in Asia; 1988, we developed the first refrigerator in China, which is suitable for China's consumption habits. 1990 Haier modular refrigerator was first listed in China; 1992 MSV frost-free refrigerator was born in Haier; 1995 takes the lead in overcoming the three-in-one problem of fluorine-free, energy-saving and strong freezing power of refrigerators and the technical problem of antibacterial; In 2000, the first domestic double-door refrigerator in China was developed. In 2002, the Space Prince 007 refrigerator went on the market, combining the -7℃ soft freezing technology with the day-and-night frequency conversion technology to seize the market opportunity and reach the European A+ energy consumption standard ahead of schedule. Any consumer who buys an A+ energy standard refrigerator can get a subsidy from the European government 100 Euro. In 2003, the "double refrigerator" was introduced to meet the needs of consumers; In 2004, Haier launched a large number of inverter refrigerators, monopolizing the domestic inverter refrigerator market; At the end of August of the same year, Haier launched the world's first "Flying Prince" inverter refrigerator with aerospace thermal insulation materials, which achieved the effect of halving the thickness of thermal insulation layer and saving electricity by half, and solved the contradiction between the thickness of thermal insulation layer and the energy-saving effect commonly existing in energy-saving refrigerators at present. It also solved the environmental protection problem of recycling used refrigerators and achieved a double breakthrough in energy-saving and environmental protection of refrigerators. Haier refrigerator constantly pursues the world-leading technology, and it takes 20 years to catch up with the level of international counterparts in the past 50 years.
Market article
"Only the idea of off-season, no off-season market". For Haier, the market always needs to be developed through continuous innovation.
In the first three quarters of 2004, under the condition that the domestic refrigerator brand market was not strong enough and foreign brands strongly promoted the China market, Haier refrigerator achieved the first share of all series products with high cost performance. In particular, the launch of Haier's "Flying Prince" inverter refrigerator, the world's first aerospace technology product, has become the biggest highlight of Haier's refrigerator market this autumn with the function of "reducing the thickness by half and saving electricity by half".
Service goods
Zhang Ruimin, CEO of Haier Group, once said that after-sales service is no longer limited to simply repairing products with quality problems, and its definition should be reinterpreted: in the network age, service is everything.
Through process reengineering, Haier broke the traditional service mode and adopted one-stop service. Visiting users is not only for repairing defective products, but also for general inspection and maintenance of products. Haier also changed the previous passive customer telephone reservation service to active door-to-door service. Haier regularly provides Haier refrigerator and freezer users with "three-in-one health care" service, comprehensively inspects and maintains the products, removes dust and scales inside and outside the refrigerator and freezer, and upgrades the functions of the products, so that users can enjoy the services of the latest functional products without spending a penny more.
Honorary article
The development of Haier refrigerator in the past 20 years is also a road of glory and dream.
According to the latest white goods market report of 200 1 year released by Euromonitor International, an internationally renowned information company, Haier refrigerator freezer ranks first with a market share of 5.98% in the global refrigerator freezer brand ranking. This Euromonitor market report confirms that Haier has become a world-famous brand.
American authoritative magazine AM (an electrical appliance manufacturer) announced the market share of global freezers in the United States in 200 1 year, and Haier freezers ranked third with 8% market share. Compared with 2000, this share increased by 6 percentage points.
According to the survey of global enterprises by American Household Appliances magazine, Haier is the fastest-growing household appliance enterprise in the world in the past decade.
In September, 2002, Haier electric refrigerator obtained the honorary certificate of 123 brand product 00 1 produced by 120 enterprise.
The famous "which" magazine published the sampling results of 20 well-known refrigerator products such as Haier, Mi Le and AEG. The results showed that Haier refrigerator won the first place in 23 testing items and successfully built its own world famous brand status.
In 2003, after strict examination by AQSIQ, Haier refrigerator became the first export inspection-free enterprise in China household appliances industry and obtained an export inspection-free certificate.
June, 5438+October, 2004/KLOC-0, Iraq's post-war reconstruction bidding: Haier refrigerator won the bid only in the world.
In March, 2004, Haier inverter refrigerator, a high-grade product, was purchased by the three major mail-order companies in the world.
In May, 2004, Haier's American factory took the lead in reaching the 2006' American 245fa technical standard of fluorine-free foaming agent.
In May 2004, Haier 13 inverter refrigerator won the certificate of environmental protection product 00 1 in China.
In June 2004, Haier refrigerator ranked first in the sales channel of F store, the largest household appliance chain in Ukraine, surpassing the second place with an absolute advantage of 45%.
In August, 2004, Haier refrigerator, a "luxury" double-door large-capacity refrigerator with automatic ice making function, set a record of 40 sets per day in C store, the largest household appliance supermarket chain in France, and Haier large-capacity refrigerator has a market share of 40% in the same volume segment in the UK.
In August 2004, the civil product "Flying Prince" inverter refrigerator developed with aerospace insulation materials was born in Haier a few days ago. This is the world's first refrigerator product made of aerospace materials, which has achieved a breakthrough in halving the thickness and saving electricity.
In September 2004, Haier refrigerator won the second "ozone layer protection contribution award" for its outstanding contribution to environmental protection and energy saving for many years.
From June 5, 2004 to 10, the China Industrial Enterprise Information Publishing Center of the National Bureau of Statistics conducted a sample survey on the purchase intention of household refrigerators in 28 provinces and cities across the country. * * * There are 38 brands mentioned by consumers, of which only Haier brand has an intentional purchase rate of 46%, making it the first choice for consumers. At the same time, Haier ranks first in the national refrigerator brand with an actual ownership rate of 29%.
In June, 2004, 165438+ 10, Haier's "Flying Prince" inverter refrigerator won the industrial design award at the 2004 China International Industrial Design Expo.
In March, 2005, according to the investigation by the National Bureau of Statistics and China Industrial Enterprise Information Publishing Center, Haier brand refrigerator produced by Qingdao Haier Co., Ltd. ranked first in sales volume and sales volume among similar products in the national market in 2004.
In April 2005, several products of Haier refrigerator were listed as health products by CHC National High-tech Health Products Market Development Committee.
In September 2005, the General Administration of Quality Supervision, Inspection and Quarantine awarded the title of "World Famous Brand", and Haier refrigerator became the first world famous brand in China.
On June 2nd, 2006, 65438+20061October 2nd, CCTV Economic Channel's annual special program CCTV2005 Innovation Festival announced the winning results of the 2005 Innovation Award. Among them, Haier Aerospace Inverter Refrigerator stands out from thousands of world-renowned brands by virtue of its strong technical advantages, and won the only annual best characteristic design award in the field of home appliances, which fully demonstrated the strong leading edge of national brands in the field of innovation.