Home Appliance Manufacturers Deploy New Brands in High-end Markets

"From Haier to TCL, the launch of the sub-brand is only a means. Behind it is the ambition for the high-end home appliance market." Industry observer Liang Zhenpeng said, "The data from a well-known market research firm GFK shows that in 2012, the retail volume of flat-panel TVs over 60 inches 380,000 units, nearly double the year-on-year growth rate in 2011. The retail volume of refrigerators with a unit price of more than 10,000 yuan exceeded 270,000 units. The retail volume of drum washing machines with a capacity of more than 8 kilograms exceeded 360,000 units. These figures all indicate that the high-end appliance market segment The growth rate has exceeded the industry average."

A few days ago, TCL released the world's first high-end terminal brand Viveza in its 2013 spring conference. At the same time, it also released its first product V101. The product is only 46 inches, but the market price has exceeded 10,000 yuan. As early as TCL, Haier, Midea, Siemens, Hefei Sanyo, etc. have already begun to launch sub-brands.

According to home appliance industry expert Liu Buchen, the day before TCL released its new brand strategy, Hisense also just announced the launch of a new brand identity. “On the one hand, the layout of Chinese home appliance products in the low-end market has become saturated, and the market growth space is getting smaller and smaller; on the other hand, the status of Chinese home appliances in the international market is still higher than that of Japan, South Korea and other countries. There is a large gap, which is still regarded as low-end products in the international market. This situation continues to be extremely unfavorable to the development of the international market, and launching sub-brands and taking the opportunity to improve the image is considered to be the most effective solution. He told Commercial Daily reporters.

"There are a lot of home appliances that sell well in the market, but there are almost no high-end products that can achieve the ultimate in design, technology, configuration, service, etc." Bai Wei, Vice President and Secretary General of China Electronics Industry Association Min said that "high-end products are not a purely money-trapping tool. Enterprises, whether they are building high-end brands or manufacturing high-end products, should pay more attention to the real needs of consumers."