According to data from authoritative consumer research institutions, in this September, Haier's market share of washing machines with price over 1,000 Euros in the Italian market hit 9.6%. In this price category, Haier has surpassed traditional European home appliance brands and took the share of the premium brands that seat in the category.
This achievement once again proves the successful implementation of Haier high-end brand strategy. In recent years, Haier's average price in the European market has been comprehensively improved. Through premium differentiated products, Haier keeps bringing high-quality experience to European users, and becomes a premium brand that all premium channels opens the door to welcome in. "This is the result of a collaborative effort between members of the European and Qingdao teams. All business took from most premium brands." said Semmy Levit, Chief Operating Officer of Haier Europe.
In terms of country level, Haier and Candy's integration has brought prominent market effects. Through the integration of market and organizational structure, Haier's brand sales channels have expanded rapidly. In Italy, the integration has not only deepened the cooperation with the existing U channel, but also expanded the new strategic cooperation with M channel, ensuring 64% growth of Haier brand in the Italian market this year.
In the washing machine industry, Haier Europe remains the fastest growing brand group in the market, with the market share rising by 1.4% from January to September this year. Against the headwind of the macroeconomic downturn and home appliances industry slump, Haier Europe still achieved year-on-year growth from January to September. In view of the overall situation, according to data, Haier Europe has achieved the fastest growth rate in many countries, such as the MDA market and washers & dryers in the UK, washing machines in Spain, and washing machines and refrigerators in Russia.
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