U.S., South Korea, Japan, Germany, Home Appliances Giants Struggle

On March 18-21, 2014, the China Household Appliances Expo (AWE) was held in Shanghai. The enthusiasm of the international home appliance giants was high. The American AO Smith, Whirlpool, South Korea’s Samsung, LG, Japan’s Sharp, Panasonic, Germany’s Bosch, Siemens, etc. International home appliance giants have made appearances and gathered high popularity with high-end products, exciting activities and exquisite booths. Visitors have been constantly in front of the booth.

This year coincided with the 140th anniversary of the establishment of AO Smith. During the exhibition, AO Smith exhibited unprecedented strength. Not only did it set up a high-end large-scale exhibition hall in the E4 Hall of the New International Exhibition Center, carrying electric water heaters, gas water heaters, water purifiers, heat pump water heaters, boilers, etc. The 140th Anniversary of the five categories marked the debut of the Honored and Honored Edition, and placed advertisements in prominent locations in each area of ​​the pavilion, and set up a water experience zone in the E5-E7 pavilion to serve the audience.

U.S. brands have invested heavily in the show, and South Korean companies are not far behind, playing the "star brand." On the day before the opening of the exhibition, on March 17th, LG held a full series of new product launch conferences in Shanghai in the same period. “Leggy Legs Evening” Lee Min Ho performed on-site to help out and speak for LG, becoming one of the most striking events during AWE 2014. LG also A wearable device experience zone has been set up. Conceptual exhibits such as the LG Smart Bracelet and LG Heart Rate Monitor have been shown to attract a large number of audiences. Samsung has invited Mori Yem to visit the exhibition hall to interact with the audience. Samsung’s world’s first surface New products such as UHD TVs are also meeting consumers for the first time.

AWE2014LG, Samsung, Sharp, Panasonic Adjacent Athletics

Compared with Korean companies, Japanese home appliance companies are slightly weaker this year. The showrooms of Sharp and Panasonic are only about half of the Samsung and LG showrooms, respectively, but both the booths and the exhibits also have their own characteristics: Sharp shows a new generation of four-color technology, the new AQUOS using Japanese original LCD panel, in order to better The audience showed the new product. Sharp set up AQUOS Sharp 4K theater in his showroom and played live videos such as “Jin Yi Wei”. Panasonic used nearly one-third of the area to display personal care appliances and pink beauty. Household appliances have attracted a large number of female viewers and have stopped to take photos.

Bosch and Siemens in Germany each occupy a large exhibition hall, both of which are in hall E7—the main hall is the Dabaidian exhibition area—and both are adjacent to Whirlpool. The Bosch and Siemens showrooms have adopted a white tone-based, technically sensible style of decoration. Among them, Bosch showcased outdoor and all-inclusive series of washing and drying machines and other kitchen products such as Dabai and kitchen all-around combo, while Siemens displayed some of the white. The electric boutique and a full range of kitchen and kitchen appliances are also on-site at the well-known pastry chef for cooking. All cooking appliances are from Siemens.

In terms of cleaning electrical appliances, German brands are also making a big splash this year. Kärcher and Vorvik have displayed new products such as pure high-end vacuum cleaners. They compete with Denmark’s Leitch Advanced, the US’s iRobot and other international giants of cleanliness on the same stage as consumers. Showcasing the latest innovations in the global clean electrical market over the past year.

This year's exhibitors’ “nationality” is far more than the above. Jiang Feng, head of the AWE Organizing Committee and chairman of the China Household Electrical Appliances Association, said that the number of AWE international exhibitors has reached new heights this year. “The consumption upgrade of the Chinese home appliance market is an international enterprise. Opportunities, through AWE, international exhibitors can find partners and it will be easier to open the Chinese market.”

International exhibitors saw opportunities in the Chinese market, but in stark contrast to domestic companies such as Hisense, Konka, Skyworth, Shuaikang, and Vantage, they did not make use of the large platform at their doorsteps, they were absent from AWE, and industry insiders commented that these It is a pity for enterprises to say that technology is not afraid but they do not demonstrate their confidence and determination to compete with domestic and foreign competitors on the same platform.