Haier breaks market share threshold

China’s Haier home appliance brand now accounts for more than one in 10 large home appliances sold worldwide, continuing to outsell every other brand.

Quoting data from Euromonitor, Haier says that by December 31, 2014, Haier large home appliances brand retail revenue accounted for 10.2 per cent of the world market in 2014. Euromonitor has ranked Haier large appliances retail volume as number one for six consecutive years – and this is the first time it has breached the 10 per cent share barrier.

Haier fridge, washing machine, freezer and wine cabinet sales also top their categories. “Last year saw great changes in global markets for home appliances, with a lot of unexpected changes in European and American home appliance giants and Japanese brands,” Haier said in a statement.

“Continuous slowing-down of global sales growth or even negative growth troubled the industry. Statistics from Euromonitor show that since Haier took the world top position by 5.1 per cent of the market share in 2009, global retail revenue for Haier large home appliances brands saw continuous growth. Continuous growth in declining global market is an endorsement to Haier’s transformation.”

Haier takes 22.8 per cent and 18.1 per cent of world retail market shares for freezer and wine cabinet respectively, showing the acceptance of the products by the consumers.


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