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China 2016: CATEGORIES IN BRIEF | Home Appliances

WITH FOCUS ON SMART APPLIANCES, BRANDS GROW AT HOME AND ABROAD 


The value of the home appliances category improved 31 percent in the BrandZ Top 100 Most Valuable Chinese Brands 2016, following a 20 percent gain a year ago. Government initiatives to raise personal income and expand urbanization continued to stimulate demand.

Among other factors driving category growth were: the strengthening housing market, appliance replacement and upgrade, innovative product improvements related to the smart home and mobile use, the ease of e-commerce, and the expansion of overseas sales. The BrandZ China Top 100 appliance brands, in ranking order, are: Midea, Haier, Gree, Robam, Supor, Hisense, and TCL.

These seven brands helped advance the government’s Internet+ e ort to prepare for the next phase of industrialization, with technology that links the Internet of Things, mobile, cloud computing and big data. Brand initiatives also linked with the Made in China 2025 plan to reinvent Chinese industry as more quality driven, technologically innovative and environmentally responsible, with selected industries raised to global stature.

Some of the home appliances brands in the BrandZ China Top 100 derived a relatively high percentage of revenue from overseas business. In a dramatic initiative to build overseas presence, particularly in the US, Haier bid to purchase the appliance division of General Electric. Haier makes and markets refrigerators, washing machines and other home appliances worldwide. 

Midea, a maker of large appliances, including air conditioners, refrigerators, and washing machines, established corporate centers for innovation and smart home development, and focused on adapting the brand to an industry being reshaped by the mobile Internet. Known for its central and room air conditioners, as well as water heaters and air and water purifiers, Gree focused on unifying the o ering with smart home mobile control systems.

Cooking appliance manufacturer, Robam, advanced its smart home program with the introduction of a line of connected ranges. Supor, a maker of cookware and small appliances, developed its online sales.

Hisense increased its global presence in TVs, particularly large screen models. The brand, which exports to 130 countries, developed innovations in display technology for its TVs, other smart home applications, and medical imaging. TCL, another global LCD TV leader, introduced advancements to its thin, curved, high definition smart TV screens, and more than tripled its sales in North America as it expanded distribution through retail chains.