“2013 CES Global Consumer Electronic Trends Research Report” Highlights Haier
LAS VEGAS, Jan. 29, 2013 /PRNewswire/ — On January 11, 2013, the four-day International Consumer Electronics Show (CES) came to an end successfully in Las Vegas, United States. The show featured industry trend-leading exhibitions and innovative products. A market research report that aimed to assess future trends and patterns in the global consumer electronics industry was also a major focus of this exhibition and highlighted Haier.
Chinese Brands are Favored
The research was led by Dr. Joshua Mason from the University of Hawaii, accompanied by reporter and media analyst Wang Jinghong, marketing expert Professor Kelly O’Keefe from Virginia Federal University, and Trenton Wilson from the University of California-Berkeley. The research team communicated with many exhibitors, journalists and consumers during the show. Two weeks’ survey and analysis culminated in a coherent chart of the consumer electronics market. The survey results show that Haier is becoming the “core focus” in the home appliances field, as well as leading the trend of the development of the consumer electronics industry.
The report released by the research team clearly shows that currently consumer electronics products made in China have become the dominant choice for consumers, with a whopping 93% of consumers having purchased consumer electronic products made in China. The gold content of the 93% cannot be ignored. “Made in China” no longer simply means original equipment manufacturing (OEM), but also means Chinese brands. An increasing number of foreign consumer groups are gradually changing their consumer attitudes and paying attention to “Made in China” products.
At this year’s CES show, 57% of the respondents were largely in favor of Haier, considering Haier an international brand with a very diverse range of products. In addition to well-known Haier home appliances for daily use, the respondents also were filled with expectation for innovative products from Haier at the annual CES exhibition, and they said Haier had led the industry trend in some areas of technology.
Horizontal Competition and Leadership
When it comes to competitors, household electrical appliance enterprises including LG, Samsung, Panasonic, Siemens and other internationally renowned companies invariably refer to Haier. Obviously, Haier has become a target of the foreign home appliance giants. Even so, many manufacturers have showed varying degrees of recognition of Haier in many aspects like technology innovation, manufacturing strength, channel control and market strategy. Haier has shown strong competitiveness and market influence in the international consumer electronics market.
It is reported that Haier has entered more than 100 countries and regions around the world, gradually becoming a mainstream brand. Haier’s performance in the U.S. market is a microcosm of the achievements of globalization. From setting up factories in the United States in 1999 to the present, Haier has had full access to the U.S. market and won the trust of consumers. The latest statistics show that whole year-on-year growth of Haier’s U.S. market in 2012 is 22.2%, 59.9% for refrigerators, 110.4% for washing machines, and 12.1% for air conditioners, making Haier one of the most welcomed household appliances brands among local consumers.
Innovative Products on Display
The research report shows that, apart from mobile communications and multimedia applications, the vast majority of consumers are very concerned about the innovation and development trend of home appliance products, because they are inextricably linked with everybody’s daily lives. CES this year was host to the exhibition of a new generation of smart TVs, including eye control TVs, gesture control TVs and brain wave TVs. Other innovative products included the French-door refrigerator and the world’s first single-door dual temperature zone wine cooler. Haier again triggered great consumer interest to become a major highlight of the show.
Haier: A Business Card for “Made in China”
Haier has consecutively entered CES’ Central Hall for 13 years, launching global leading innovative products and solutions annually. According to statistics, during 2013 CES, the Haier booth attracted tens of thousands of spectators and resulted in nearly 100 media reporters from the United States, Britain, Germany and many other countries featuring interviews and reports about Haier. Many reporters said that at the widely popular CES, Haier has gradually surpassed the household electrical appliance enterprises of Europe and America in terms of technological innovation and product experience.
According to the findings of the latest release of the world’s authoritative market research agency Euromonitor International (Euromonitor), in the global home appliance market, retail sales of Haier’s large household appliances in 2012 accounted for 8.6% of the global market, ranking it the first in the world for the fourth time.