上半年增速最快！德国用户17年后再选海尔冰箱

Core Insights - Haier has emerged as the fastest-growing refrigerator brand in Germany, surpassing local brands, driven by consumer trust and product quality [1][2] - The innovative drawer-style refrigerator design by Haier caters to the local preference for convenience and energy efficiency, significantly appealing to German consumers [2] Group 1: Market Performance - In the first half of the year, Haier's refrigerator sales in Germany have shown remarkable growth, indicating a shift in consumer preferences towards Chinese brands [1] - Haier's market share in Europe is leading among Chinese brands, with a 40% share in multi-door refrigerators, making it the fastest-growing brand in Italy, the UK, and Spain [2] Group 2: Product Innovation - The drawer-style refrigerator, first introduced in 2008, has undergone over ten iterations, integrating features like "embedded" and "partitioned freshness" to align with local kitchen culture [2] - The drawer design allows for easy access to frozen foods and has been certified by VDE to reduce energy consumption by 30% during daily use [2] Group 3: Consumer Trust - A local consumer, Mr. Schmidt, expressed high trust in Haier due to the durability of his previous Haier refrigerator, which operated without issues for 17 years [1] - The positive experience of long-term users like Mr. Schmidt contributes to the brand's reputation and willingness to recommend Haier to others [1]