Haier refrigerator into an international copy focus

In recent years, the “big money” style in international manufacturing has been prevalent, and the Chinese version of Rolls-Royce “China Bentley” can often be seen at the national auto show. At the same time, this "big money" imitation show has also swept in. Haier's European sales of the Casa Imperial Italian three-door refrigerator was cloned - Italy's first appliance brand also exhibited almost the same with the Haier refrigerator The subtle difference lies in the handle.

In the manufacturing industry, such phenomena of copy frontier products are commonplace. Different from the imitation of international brands in China's manufacturing industry, in the home appliance industry, Haide's high-end terminal brand Casa Di has become the target of imitation by international brands.

After Haier introduced the Casa Di Series refrigerators, the first to be imitated was the Casa Di French-style door refrigerator. This Haier original French-style refrigerator door was quickly replaced by the United States, Germany, and South Korea by subverting the traditional open-door refrigerator. The brand quickly followed. Then Casa di Italian three-door refrigerator, Casa di six-door refrigerator, etc. have been imitated by the international counterparts in Europe and the United States and South Korea.

In fact, imitation has a long history. As early as 2004, Steve Jobs had rightly said: "Microsoft is replicating our Apple products. This is a very interesting thing. Apple has become Microsoft's most expensive R & D department." Indeed, pure imitation Gained immediate benefits, but a company with a long-term development strategy cannot be satisfied with short-sighted interests. Imitation allows them to lose the ability to innovate and more potential opportunities. Regarding Haier's imitation by international counterparts, the industry analysts believe that: “The brand positioning of Haier refrigerators is a leader in the industry, and being simulated by peers is exactly the embodiment of the leader!”

In the Internet age, consumers have unprecedented choices and can achieve direct communication and interaction between consumers and producers. Modern flexible manufacturing technologies also enable large-scale on-demand customization. Consumers want manufacturers to produce products and provide services according to their needs and wishes. Personalized consumption has become mainstream. The consumer's mouse will always point to the first innovator.

According to data monitored by Euromonitor (European International), a world-famous consumer market research institution, on the global refrigerator industry, the sales of American brand refrigerators represented by Whirlpool and GE declined by 11% and 21.6% respectively from 2005 to the present. In addition, the market growth of the European refrigerator brand also showed a lack of momentum. Among them, the global market share of some German home appliance companies has also declined.

The Chinese home appliance companies have risen against the trend, showing a high growth trend. According to the data released by Euromonitor, Haier refrigerators have achieved high growth of 120% since 2005, which is far ahead of other brands. In addition, in the field of high-end refrigerators, Haier launched the Casa Di French door refrigerator with original design, as well as to create a luxurious, free space experience for consumers, in the top refrigerator price range of 15,000 -2 million with 46% of the Market share continues to be the highest, twice as much as second place. These figures all reflect the strong competitiveness of Chinese home appliance brands.

"Large money" is actually a similar product after the introduction of famous brands, eliminating the user research and creative stage, you can shorten the production time-to-market by more than half the cycle, so as to obtain a share in the short term. It can also be seen from relevant statistical data that the competitiveness of companies that rely on imitating and following their peers is declining. On the contrary, those brands that constantly look for the needs of users are bursting with strong vitality.

Experts said that the product has innovation points, and that it can only lead to imitation learning by competitors, so as to lead the industry to upgrade. This is a good thing in itself. The imitator's "shanzhai version" of the product is the greatest recognition of innovators.