In our previous article, we learned in depth about a fascinating brand’s marketing strategy, Voltas. In this article, we will go over the marketing strategy of Haier – the World’s Leading Manufacturer of Innovative Products.
The major goal is to assist in understanding Haier’s marketing strategy and how they carve out a space for themselves in a competitive industry, from being a consumer products firm to becoming one of the world’s most renowned brands.
Marketing is in every company’s DNA, and as consumers across the world become more tech-savvy, it is becoming increasingly crucial for every business to establish an online presence and carve out a spot in the consumer’s mind. If you’re interested in cutting-edge digital marketing, you should check out Free MasterClass on Digital Marketing by Karan Shah, CEO and Founder of IIDE.
We will in-depth cover the marketing strategy of Haier in this blog. Before we begin our deep dive, let us start with an overbrief of the company.
About Haier – Company Overview
Haier Group was founded in 1984, From a failing refrigerator manufacturer to a global electronic behemoth, Haier is a global leader in providing a better life and digital transformation solutions. With a focus on user experience, Haier is the world’s only IoT ecosystem brand that has been named to BrandZ’s Most Valuable Global Brands for four years in a row.
For 13 years in a row, Haier has led Euromonitor International’s Global Major Appliances Brand Rankings. Haier Group owns three publicly traded companies, one of which, Haier Smart Home, is a Fortune Global 500 company. The Group’s high-end brands include Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA, and Candy, as well as the world’s first scenario brand, THREE WINGED BIRD. It created the world’s premier industrial Internet platform COSMOPlat as well as the IoT ecosystem brand YK Healthcare.
Haier has established 10+N innovation ecosystems, 71 research institutes, 30 industrial parks, 122 manufacturing facilities, and over 230,000 sales networks throughout the world. Its entrepreneurial acceleration platform, HCH, has successfully nurtured 5 unicorn firms, 90 gazelle firms, and 38 specialized and advanced organizations.
Haier Group plans expansion for three primary sectors, with an emphasis on the real economy: smart home and lifestyle, industrial internet, and wonderful healthcare. It is committed to working with its world-class ecosystem partners to establish high-end brands, scenario brands, and ecosystem brands constantly. The Group leverages technical innovation to personalize a smart life for worldwide users, assist business and institutional customers’ digital transformation, and support high-quality economic growth and long-term social development.
| CEO | Zhang Ruimin |
|---|---|
| CMO | N/A |
| Area Served | Asia, Africa, Europe, North America, and the Middle East |
| Industry | Home Appliances and Consumer Electronics |
| Market Share/ Revenue | $35.77 Billion |
| Vision | To build IoT ecosystems in apparel, food, lodging, travel, health, aged care, biomedicine, and education, customizing personalized smart lives for users all over the world. |
| Tagline | Inspired Living |
Marketing Strategy Of Haier
Now, let’s take a deep dive into Haier’s marketing strategy! And how Haier carries out the marketing campaigns.
Segmentation, Targeting, and Positioning
Haier segmented the market by categorizing it into larger and smaller segments based on consumer preferences, characteristics, and behaviour. Geographic, demographic, usage, user social standing, earnings, lifestyle, value proposition priorities, advantages sought, loyalty status, gender, social class, self-perception, and psychographic characteristics, as well as other attitudes, have all been used to segment Haier’s products on a global scale.
Customers in the retail segment are between the ages of 20 and 40, with the majority being in their forties or newlyweds who wish to have white goods in their houses.
After dividing the whole market into numerous segments, Haier opted for a target segment or a few target segments. The trick is not to try to be everything to everyone because products can only provide certain value propositions.
In comparison to its competition, Haier positioned its goods and services in the market. Positioning is the location of a brand in the consumer’s head or a Haier product in the minds of target consumers based on distinguishing characteristics, traits, and functions.
Marketing professionals at Haier created visual representations to better understand the competitive positioning of different brands in the market.
Finally, positioning the brand as a provider of greater value to the target category and then effectively communicating that positioning to consumers through the marketing and promotion mix.
Marketing Campaigns
In 2018, Haier created a campaign called “India, ab seedhe ki aadat daal lo” to promote their BMR refrigerator. The campaign received 19.2 million impressions on Youtube. The campaign was primarily focused on demonstrating the product and how it differs from other items available in the market, as well as how we’ve been using the same in the past.
Haier ran its campaign through many platforms, including Electronic, Print, TV, Digital & Social, In-store banding, and broadcast, using a 360-degree marketing approach. The campaign was highlighted in media such as the Economic Times, earning a lot of additional traction through public relations.
Haier released a new TV commercial series titled ‘Perform Big, Silently’ in 2021, featuring female highfliers such as Indian mountain climber Dr Arunima Sinha, India’s first woman commando trainer Dr Seema Rao, Indian Female Chess Grandmaster Harika Dronavalli, and Female Mountain Biker Anissa Lamare.
The Haier campaign was an extension of the company’s ‘Silent Performers’ campaign, which recognized the determination and efforts of Indian female achievers and athletes who continue to ‘Perform Big, Silently,’ allowing their work to speak for itself and making India proud on the global stage with their victories.
This campaign connected with the audience and assisted the company in establishing a more trustworthy reputation among its customers.
Haier created a promotion for its PuriCool Inverter AC in 2022. The alarming level of air pollution in India’s cities is impacting the quality of the air we breathe, with major health consequences for all. In today’s world, a comprehensive air filtration system has thus become a necessity rather than a luxury.
Understanding this need, Haier India has created the groundbreaking PuriCool range of air conditioners to assist purify the quality of indoor air from outside pollutants such as dust, pollen, pet dander, particulate matter, and smoking. Haier’s new PuriCool air conditioners create a comfortable environment with clean and hygienic airflow that provides exceptional cooling comfort to customers.
Social Media Marketing
Haier is present on popular social media sites such as Instagram, Facebook, LinkedIn, and Twitter. It has the most followers on Facebook with 10 million, followed by Linked with 100 thousand, and Instagram and Twitter with 56 thousand and 42 thousand followers, respectively. Haier is targeting potential customers by providing various types of content on the pages. Haier’s social media channels are mostly used for promotional messages, product release campaigns, and forthcoming events. The campaign messages are relevant to the brand.
SEO Strategies
According to SEO rankings, the number of organic keywords – less than 500 is terrible, more than 1000 is fine, and 10,000+ is great. So we can see that Haier has 90,000+ organic keywords, which is fantastic. That means Haier’s marketing strategy via online and digital mediums was a huge success. And they’ve risen to the top of the SERPs.
As the organic traffic, every month is around 640K+, which is fantastic, they’ve done an excellent job. However, we can observe spikes or the organic traffic falling a little, so they need to improve on the same and how they can make it even better, keeping its leading position in the market.
Influencer Marketing
Although Haier has done some endorsements in the past with women such as Arunima Sinha, they are not now focusing on influencers. However, unlike other brands such as Dyson, they are employing it much more quickly.
Dyson gives their products to celebrities and influencers with a strong media presence and leverages its trust to reach its target audience.
Influencer marketing has become highly significant for any brand because it is based on the marketing principle of direct response marketing, which means we can guarantee results right away, thus this is something Haier should work on.
E-Commerce Strategies
Haier has an Omni Channels presence, selling its products through its website, eCommerce marketplaces such as Amazon, Flipkart, and others, as well as retail channels such as Reliance Retail and Croma. They also have storefronts in various locations across the country.
They have also formed alliances with small retailers and regional shop owners to maximize market capacity and acquire a larger market share.
Mobile Apps
Haier is currently available on the Android Play Store, but unlike other firms, such as Amazon, they do not sell their items through mobile apps. However, they have a presence; they have apps relating to the products and services they provide, such as Haier Smart Air or Haier AC Remote.
Furthermore, their products are frequently of high ticket value, and when a buyer buys a household appliance, they prefer to acquire it from an offline store.
Content Marketing Strategies
Haier is assisting its clients and prospects through numerous channels of content marketing. They’re creating videos to demonstrate the product and how to use it, and they’re also releasing articles on their websites that address any potential questions or difficulties a client might have while using the products.
They also help clients make better decisions by emphasizing the benefits that they and other companies bring. They also use press releases and public relations to generate buzz about their offerings in the market through various media channels.
This ends with an elaborative marketing strategy of Haier. Let us conclude our learning below from the marketing strategy of Haier.
(Conclusion) – What’s Unique in Haier’s Marketing Strategy?
According to the breakdown of the Marketing Strategy of Haier, Haier is gaining popularity and attention all around the world. Everyone is becoming more aware of the growing popularity of their products. The distinction of being a global leader in providing better living solutions and digital transformation. Because of the emphasis on user experience, there is less competition for them. Despite a lack of influencer marketing methods, Haier is still seeking to innovate and expand as a market leader.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Haier has given you a good insight into the company’s marketing strategies.
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