Haier

Haier Freezer Persistence in Fluorine-Free Describer: Chen Chunli, Oversee Product Subdivision of Refrigerator Division 5 July 2006, my accompanier and I stood in a shop of the famous Japanese H-Chains. Aipril 2006, we put a series of fluorine-free freezers in Japanese market. This made a contribution to enhancing the figure of Haier's brands in Japan. In this H-Chains shop we established a shoppe for Haier's products. On seeing so many customers selling or consulting on our products, we smiled. To have a shoppe in an H-Chains shop fully showed Haier's force in Japan. Using Fluorine-Free Product to Open up High-End Freezer Market For Japanese urban household, because of the restriction of living space, when people sell refrigeration products, they usually do not select freezers with large volume. Horizontal freezers are often used in rural districts and suburb or in some large shops of the cities, but the sales are not so big. So we spend much time to study how to develop our freezer market in Japan. Japanese government lays importance on environment protection (EP) and energy saving all along. The local citizens also hold strong EP sense. In recent years, Japanese government strongly advocated to use fluorine-free refrigeration products, which is environment kindly, thereby to strengthen EP measures. Based on the market investigation, we took advantage of our Group's predominance in fluorine-free technology; marketed a series of fluorine-free freezers in Japan in April 2006. Using TV and Web Site to Advertise When our products first went to the shelf, they received worm acceptance of the local consumers. How to draw the attention of more consumers in larger range? For this, we carried out a series of investigations. Generally speaking, women maintain the household in Japanese family, and when they do the household work, they listen to the TV. In the cities of Hokkaido and Okinawa, Niigata and other coastal cities, the voice for fluorine-free appliances is higher than the backland. Now there are 80%~90% of consumers in Japan who first acquaint themselves with the information of the household appliance products through the "price comparison web sites" and the online selling web of the shop, and then buy the product directly in the preferred shop. So we prepared the corresponding measures together with the local trading company. We produced a set of advertising film about Haier's fluorine-free freezer; sent them to the city TV station of Hokkaido and Okinawa for playing; then made commercial TV propaganda in other districts of Japan. Made commercial TV propaganda on Haier's fluorine-free freezer on the hilite position of the biggest price comparison web site in Japan. Soon the sales quantity of this series of freezers had a greater enhancement. The sales quantity of this series of freezers in these less than three months was increased by 21% compared with the first half of the last year. Persistence in Fluorine-Free Products If you want to stand firmly on the fierce household appliance market of Japan, you must have your own distinct products. Fluorine-free freezer can be reckoned as our first effort in predict distinctness for Japanese market. The sales results of those three months just proved this effort is correct and effective. In order to make the following efforts also effective, we should continue to go on the road of fluorine-free products. We are planning to reform the freezers with other volumes into fluorine-free type gradually; to realize full series fluorine-free freezers of Haier, so as to further heighten the position of Haier freezers.