Home Household appliances The German middle class has started to favor Chinese appliance brands

The German middle class has started to favor Chinese appliance brands


At November 6, during a family reunion in a private villa in Nuremberg, Germany, gourmet and taster Olivier Gabay warmly entertained his friends.

Olivier Gabay has its own villa, swimming pool and music room. Food, wine, music, photography and tourism are the perennial themes of its social media platforms. While cooking delicious dishes, Olivier Gabay shared his story with the Haier refrigerator from China with his friends.

As a great lover of gastronomy, Olivier Gabay has high requirements for the storage and preservation of refrigerators. Over the years he has used refrigerators from other European brands. When he decided to buy a new refrigerator, he compared different brands of refrigerators and finally bought a Haier French door refrigerator from the Media. Marlet.

More and more the German middle class is no longer limited to local European, Japanese or Korean brands when buying household appliances.

This does not mean that the quality of local brands in Europe was not good, but that Chinese brands reacted more quickly in terms of the speed of innovation and variety of functions. As a result, many Europeans’ understanding of Chinese home appliance brands began with Haier.

On the one hand, refrigerators, washing machines and other Haier products can often be seen in department stores in many European countries. Haier is the first Chinese brand to enter the European market. On the other hand, the Haier’s Smart Home and Ecosystem brands being launched have changed the traditional lifestyle of Europe, and their innovations open up more possibilities.

For example, during the 2020 epidemic, Haier Smart home quickly launched customized products in line with European market demands, including sterilized refrigerators, air conditioners and washing machines. In this regard, Haier won an innovation war.

Haier has a better supply chain in the world. Other brands may face all kinds of issues such as logistics and transportation issues, shortage of parts and components when entering. Europe, but these problems hardly exist in Haier. This is the main reason why Haier’s sales in Europe continued to increase during the epidemic.

For the middle class of Europe, the popularity of Haier refrigerators is not enough. However, if looking at to the growth trend, it is obvious that Haier has the fastest growth rate.

In the first half of this year, the turnover of Haier series products in Germany grew 76% over the same period last year, and the growth rate was higher than the industry average rate over the same period. Without consumer recognition, Haier would not have achieved this goal.

When to visit Haier’s exhibition stand at IFA Berlin in recent years, people always found that Haier’s new products were more advanced than other brands in this industry.

As a typical middle class, at Olivier Gabay consumer behavior deserves more attention. European, Japanese and Korean brands need to carefully consider how Haier attracts users. Otherwise, more and more European users could choose Chinese brands in the future.

SOURCE Blue technology