Marketing-strategy-analysis-of-Haier海尔营销策略分析

1、Marketing strategy analysis of HaierAbstract : With the development of global economic integration， Haier,as the leadingenterprisesof Chinese household appliances.Howto conductinternationalmarketing efforts, especially in developed countries like the UnitedStates ， is put in front of the priorityIn

2、2010, Haier brand achieved6.1 market share of whitegoods in whole world But its sales are mainly concentrated in Asia、Africaand LatinAmerica developingcountrieswhich including China salesis not ideal and low brand awareness in U.SThe United States is theworld s largesteconomy, isone ofthe countries

3、of theworld s highest1evels of consumption World famous gathered，huge market potential，high quality requirements for consumer products，strong purchasingpowerThe onlyway forHaiertobecomea truesense of theworld s firsthouseholdappliance brand istodevelop the U.S market successfullyWiththe increasing n

4、umber of competitors in the U.S appliance market andcompetitorsisgettingmore mature ，Haier, as a new entrant，how to quicklyincrease brand awareness, expand market share and 1et the large homeappliance scale saled all of these is what Haier need to face when hecompete in the U.S marketThis paper is b

5、ased on the basic theories and methods of marketingstrategy,integrated use the international marketing and other analysis tools tostudyon HaierhouseholdappliancesmarketingstrategyinUnitedStates.Key Words: Haier; Culture; Marketing strategy1.The product and the firmHaier group was founded in 1984. Fr

6、om 1984 to 2016 of 32 years,Haierto the spirit of entrepreneurship and innovation efforts to open up thehousehold appliancesindustry,toenterthemedical,insurance,and realestate industry in home appliance industry development and growth, hasbeen from a is on the verge of collapse of small household el

7、ectricalappliancesenterprisedevelopmentbecome have more than7millionemployees,29manufacturingplants,8researchcenters,19tradingcompany, 135.7 billion yuan turnover of globalization large-scale groupcompany in the world. In China, Haier has after 9 consecutive years wonthemost valuablebrand list;in th

8、eworld,2010 globalwell-knownmarketresearchfirmEuromonitorInternational releaseofhousehold electricalappliancesmarketsurvey resultsshow theHaierbrand to 6.1% whitehomeappliances market possession rate won the worlds first home appliancebrand.Among them,theHaierrefrigerator,washingmachineandrefrigerat

9、or respectively to 10.8%, 9.1% and 14.8% brand retail volumeof rankingfirstin the world.HaierthereforeistheUnitedStates, newsweekly web site as one of the worlds top ten innovative companies.Haier as early as the end of twentieth Century began to open up theU.S.home appliancemarket.1999,undertheguid

10、anceoftheinternationalizationstrategyofHaiergroup, HaierintheUnitedStatesto establisha Haier refrigeratorproductionbase inSouth Carolina,2000began toinvestinproductionand graduallyopen the market throughhighquality and personalized design. 2002, Haier in New York City Broadwayto buy original Greenwi

11、ch Bank building, a landmark building as one ofNorthAmericasheadquarters,inHaierscase thisisa qualitativeleap,on behalf of the Haiers commitment to the United States market, Haierto roots in the United States continues. Haier United States branch wasfounded, there are only 13 employees, only 2 varie

12、ties of products soldin the market, 4 models, the current sales of less than $30 million. By2010, Haier in the United States sub company has developed become havemore than 200 employees,sales of 12categories, more than2000 types ofproducts,Haierhousehold appliancesinthe UnitedStates,the cumulativesa

13、les of more than 4000 million units, the realization of the birth ofeverythree minutesa Haier usersofsuccess,thecompoundannualgrowthratereached35%,theannualsalesofcloseto$6billionbrandlocalization.Justlike,Haierhas beenintheUnited Stateshomeappliancemarket togaina firmfoothold.However, Haier homeapp

14、liancesmarket in the United States is still faced with low brand awareness andlow market share,everybody electricproductsisnotsalesscale issues,this articleisinthis contextofHaier household appliancesin theUnitedStates market marketing strategy of investigation and study.2.Marketing analysis decisio

15、ns prior to entryThe United States market is a very mature market, is the worlds most difficult to enter the market. Many Asian companies are planted right in this market. Acer, Taiwan, spent $about 1000000000 in the past 10 years in the United States to sell its brand, but finally because of a seri

16、ouslossoftheUnitedStatestowithdrawfromthemarket.Due tothedifficultyofenteringtheU.S.market,ChinasDomesticCompanycurrently mainly through the way to enter the United States to take asingle production or OEM market. For example, Kelon, in Southeast Asiaand Hong Kong sales hit is its own brand, but sal

17、es in the United Statesand Europe are OEM way that it exports products to the United States inthe American companys brand sales. For example, WAL-MART is currentlyin the chain store sales Magic Chef brand is the design and manufactureof Kelon refrigerator. Currently in the U.S. market, Chinese produ

18、cts,hit the Chinese brand enterprises, Haier is the first.Haier refrigeratorhas been namedas the best-sellingproductsin theUnited states.The well-known American magazine twicethe nationsbestsellinghome applianceswere statistically,Haier (600690) refrigeratorwith GE. Whirlpool and other world famous

19、together to become Americasbest-sellingproducts,includingHaieras the representativeofallkindsofsmallrefrigeratorsales growththefastest,theaveragespeedaccordingto23.9%o offstatistics,Haiertwo typesof refrigeratorBCllland bc50 isAmericas most popularsmallrefrigerator,inSeptember 2000statistics ranked

20、2 and 4 (August 2000 ranking was No. 1 and No. 2). TheUnitedStates home appliancemarket,thefamousbrand,competitive,almost all the world famous brand arena. Haier can take its own brand intheU.S. market to occupy a place,Haierproducts have been fullyequippedwith the ability to participate in the inte

21、rnational high level of competition. Haier chose to focus on the development of the U.S. market, the main reasons are as follows:(1) Foreign home appliance enterprises to enter the Chinese market. After Chinas accession to the WTO, the foreign household electricalapplianceenterprises have landed in

22、China,rushingtoeatmeat, Chinesehouseholdelectricalapplianceenterprisesinconsideringhow todefend.How to keep the domestic market at the same time, began to consider morehow to move toward the world, to open up overseas markets.(2) Domestic market demand saturation of domestic home applianceenterprise

23、scompetition.Chinese household electricalappliance industryin the late 1990s, due to market saturation, competition is fierce,playing the price war, home appliance industry profits thin as a blade,resultinginhouseholdelectricalapplianceenterprisesmust lookfornewmarkets, achieve new breakthroughs.(3)

24、Haier globalizationstrategy.Haierinthecontextoftheglobalizationstrategyguide,takeglobalizationfirstafterthedifficult easy strategy, first enter the developed countries establisha brand,market and potentialtooperatefrom a strategicallyadvantageousposition of the occupation of developing countries.(4)

25、The greatattractionof the US home appliancemarket. The UnitedStates is one of the countries with the highest level of consumption inthe world,the world famous brand, the market potentialis huge. To washingmachines as an example, according to Euromonitor data, global capacityof the washing machine is

26、7753 million units, which theUnited Stateshomeappliancemarket wash clothesdryer Market Capacity about 16 millionunits,about 21% of the capacity of the global market. So Haier to become thetrue sense of the worldsfirsthomeappliance brand,the development ofthe U.S. market is essential.(5) The support

27、of Chinas national policy. Chinese government to encourage national enterprises to go abroad, to the world, but also forexportenterprisesto providea seriesof preferentialpolicies,such asexport tax rebates, etc.3.Market research undertaken prior to market entry（ 1） Market segmentationHaiersresearchan

28、d developmentand marketsales staffwill be finedifferentiation ofthe market is attributed to the stylebreakdown,segments,exportsegmentsand geographicalsegmentsofthefourcategories. Style subdivision can be divided into European style, Asianstyle and American style. By class division, can be divided in

29、to whitecollarand bluecollar.Export direction can be subdividedintodevelopedand developing countries. According to geographical segmentation can bedivided into the South and the north, rural and urban. Haier will bedividedintofouraspectsof themarket, fordifferentaspectsofdifferent marketing strategi

30、es to take.（ 2） Market potential .Brand awareness. Haier brand in the United States home appliancemarket has been operatingfor 12 years,but the brandawareness is stillrelatively low, only 37%. Of course, this is more complex reasons: suchas brand promotionintothe number of funds,brand positioning is

31、clear,brand positioning and product positioning is consistent,and so on.Haiers brand awareness also has a lot of room for improvement. .Market share. By 2011, Haier all kinds of household appliances refrigerator, washing machines, microwave ovens, television and other mediocre results, failed to ach

32、ieve a major breakthrough. Market share there is a large room for improvement. . We have not realized the scale of sales of electrical products.In the United States, largecapacityis the mainstream and trend of homeappliance products. Take the washing machine as an example, with thedevelopment of soc

33、iety, the mainstream capacity of washing machine hasthe United States home appliance market sales are still small householdelectricalappliances,we havenotrealizedthescaleofsalesofelectrical products. Large capacity drumwashing machines accounted formore than 90%of the share,while Haierslargedrum was

34、hing machine failedto be displayed in the channel site.4.Evaluation of the market environment（ 1） Economic environment is an important environmental factor influencing the marketing activities of enterprises, including income, consumption expenditure, government expenditure, industrial structure,mon

35、ey supply,interestrates,economic growth ratefactors,thissectiononly on income factors, industrial structure were analyzed. .High gross national productThe gross national product is an important indicator to measure acountrys economic strength and purchasing power. The faster growth ofthe gross natio

36、nal product, the greater the demand and purchasing powerof the commodity, and vice versa.The growth of consumption in any countryis due to the development of the whole macro economy. The United Stateshas a highly developed modern market economy, is the worlds firsteconomic power, in 2011 the U. S. G

37、DPup to 15.065 trillion dollars, No. 1 in the world, per capita GDP is $48147 world ranking 9th place.ranked .Industrial structure to service industryThe United Statesindustry is focusedon thethirdindustrywith highadded value,that is,theserviceindustry.3/4 ofthecountrysworkforceis engaged in service

38、 industry. Americas tourism industry is verydeveloped,ranking thirdin theworld. The United States firstindustry,agriculture, forestry, animal husbandry and fisheries, although only 1%of GDP, but its exports accounted for more than half of the worldsagricultural export market. Is the worlds largest e

39、xporter ofagriculturalproducts,itsmain agriculturalproductsincludecorn, wheat,sugar and tobacco.The second industry manufacturingenergy constructionindustryaccountedfor20.4% ofGDP, industrialproducts mainly includesthe airplane, automobile and electronic products, the United States hasrich mineral r

40、esources, including gold, oil and uranium. However, mostof its energy supply rely on imports. Haier in the future development,shouldmakefull use ofthethirdindustry in the United Statesfinancial,scientific research, retail, entertainment, law and other resources.（ 2） Policy and legal environmentThe U

41、nited Stateshas a set of strictprotection of the interests ofits domestic producers of import management system, the main managementmeasures: .tariff protection .anti dumping .anti subsidy .technical enforcement measures（ 3） Cultural environment . Self oriented valuesTraditionally, Americans have a

42、positive, affordable, hard work anda rich belief in personality traits. And with the suffering in the former, the enjoyment of the character in the post. The start of World War II whiteAmericans began to leisureand pleasure.This trendhas been acceleratedin 1970s and 80 years of development. These ch

43、anges greatly affectconsumer behavior and marketing activities. .Environmental oriented valuesTraditionally,Americans have always advocated cleanliness,change,performance, adventure, problem solving, and the conquest of nature.Although these values are not shaken, they are going through some bigchan

44、ges. . The value of others orientedThe United States is an advocate of individualism, encouragecompetition,pay attentionto the male temperament and youthfulvitality,while advocating nuclearThe society of the heart family.In summary, these characteristics of the Americans created thecharacteristics o

45、f the change of the consumer market, fair and freecompetition, Haier in carrying out the work in the United States shouldrespect the American active, diligent and publicity personality.5. Market entry（ 1） The size of the US household appliances marketU. S. household appliance market capacity is huge

46、, in 2009 the marketcapacityof about 47 millionunits,is the worldshome appliancemarketshare of about 1/3. The refrigerator, washer dryer, air conditioning(includingdehumidifier),cooking appliancesaccounted for31%, 31%, 20%and 18%.（ 2）Characteristicsof the United States household electricalappliances

47、industryThe characteristicsof American household appliances industryare mainly: .fiercecompetition. Most of thehomeappliancemarket share mainly inWhirlpool, GE, ileksi, LG and other manufacturers in the hands of. Thewhirlpool,Kenmore(Sears custom brand),6e, Electrolux brands occupy themarket share o

48、f 90%of the refrigeratorand freezerproducts,wash clothesdryers 91.5% marketshare, 88.3% ofthekitchen appliances market share,air-conditioning 51.7% of the market share, which especially whirlpoolbrand, occupy most of the market share in home appliance market. .To invest more money. Due to enter the

49、home appliance industry to require more capital to invest, there are few new brand building, onlythe old brand was acquired and the riseof some brands. In 2005 theUnitedStates Centennial brand Maytag is whirlpool to $23 billion acquisition,exacerbated by the United States market brand concentration

50、and highcompetition. South Korea LG in the United Statesmarket three, fortyyearsafter the beginning of the high-end, technology, elegant brand image ofthe rise, and at a faster rate of growth. Because LG enter, washer dryerfour brand market share from 80%in 2003 down to74.5% in 2006, which alsoshows

51、 the United States homeappliancemarket forthe new brand willstillhave the opportunity. . Global competition.The globalhomeappliancegiantscompetitionisgraduallybreakingthe boundariesof the country,they are in theglobalscope of the production and market layout. These home applianceenterprisespreferto set up factoriesin countrieswith low laborcosts,such as China, Southeast Asia and Latin American countries. At the sametime they also increased marketing efforts in the strategic market. .To accelerate th