1月8日，世界权威调研机构欧睿国际数据显示，海尔酒柜品牌零售量全球第一，这也是第16次蝉联全球 第一。据悉，2025年海尔酒柜全球市场份额达21.9%，同时也是前五名中唯一的份额正增长品牌。 海尔酒柜持续领跑行业的背后，离不开海尔智慧家庭战略在全球的持续落地，用户场景体验的不断升 级。海尔酒柜基于对用户真实储酒场景的深刻洞察，不断迭代出大容量储酒、智慧储酒、便利储酒等多 元化场景智慧解决方案。例如，用户可通过手机App远程实时调控酒柜温湿度，实现智慧管理，面对日 益丰富的藏酒，也能扫描标签获取精准的年份、产区、等级等详细信息，让藏酒管理变得专业而轻松。 除此之外，海尔酒柜依托全球10+N研发中心，其原创的恒温恒湿科技获得德国VDE权威认证，可将温 差精准维持在±0.3℃范围内，湿度维持在50%-70%之间，保障了酒品原有品质与风味。 这种智能化的场景体验，超越了产品硬件本身的功能，真正满足了用户在高品质生活中的实际需求，从 而拉动了海尔酒柜的销量。未来，海尔酒柜将持续深耕全球用户需求，打开更大的增长空间。 ...

Core Insights - Haier has maintained its position as the world's largest home appliance brand by retail volume for 17 consecutive years, with significant growth in market share from 6.3% to 12.1% since 2009, demonstrating strong resilience and stability [1] - The company's growth is attributed to its smart home strategy, transitioning from merely selling appliances to providing a platform service ecosystem that enhances user experience through software-defined scenarios [1] Group 1: Performance and Strategy - Haier's global market share has seen a consistent increase, achieving five consecutive years of growth [1] - The "126" strategy focuses on user-centric innovation, establishing a smart home channel, two major platforms for customer engagement, and six core capabilities including globalization and digitalization [3][4] Group 2: Globalization and High-End Positioning - Haier's globalization involves enhancing capabilities across sales, marketing, service, logistics, procurement, R&D, and manufacturing, with successful product iterations tailored to local markets [4] - The high-end strategy is exemplified by successful product launches, such as the "Lazy Three-Tub Washing Machine," which achieved over 1 million units sold in three quarters [6] Group 3: Digitalization and Smart Technology - Haier aims for "extreme efficiency" through full-process digital transformation, improving operational efficiency and customer satisfaction with 80% of products delivered directly to users [6] - The company is advancing from product intelligence to scenario intelligence, integrating AI capabilities into home appliances for enhanced user interaction [7] Group 4: Ecosystem and Sustainability - Haier's smart home ecosystem connects over 66 million resources, providing comprehensive services across various life scenarios, including a new "people-car-home" ecosystem [9] - The company is committed to ESG principles, with initiatives aimed at achieving carbon neutrality by 2050 and offering energy-efficient products that exceed current standards [9]

Core Insights - The global refrigeration market is experiencing intensified competition, with technological advancements and upgraded consumer demands for functionality, energy efficiency, and preservation [1] - Haier has emerged as a leader in the refrigeration sector, maintaining the top position in global brand retail volume for freezers for 14 consecutive years and for wine cabinets for 15 years, holding a market share of 24.1% [1] Market Performance - Haier's freezer market share is particularly strong in emerging markets, with Thailand at 30%, Malaysia at 34.7%, Pakistan exceeding 62%, Nigeria at 35%, and Congo-Brazzaville at 30% [1] - In developed markets, Haier and AQUA brands together hold a 41% share in Japan, while Haier's wine cabinets perform exceptionally well in the European high-end market, ranking first in Italy and France [1] Competitive Advantages - Haier's leadership in freezers and wine cabinets is attributed to three key areas of deep synergy [1] - Technological breakthroughs address industry pain points, such as the -60℃ rapid freezing technology for freezers and precise temperature control for wine cabinets, ensuring optimal storage conditions [1] Localization Strategy - Haier's localized approach enhances its competitive edge, with manufacturing centers in Southeast Asia, South Asia, and Africa, leveraging a global open innovation system to quickly respond to diverse consumer needs [2] - Specific product adaptations, such as a durian freezing solution in Malaysia and a 150-hour non-thawing freezer in Nigeria, demonstrate Haier's ability to match local consumption scenarios [2] Marketing Strategies - Scene-based marketing effectively drives market growth by integrating local cultural elements, resulting in increased brand visibility and market share [2] - For instance, during the Eid al-Adha festival in Pakistan, a combination of online and offline marketing led to a 30% increase in sales, while the durian season in Malaysia saw Haier's freezers capture over 64% market share in a major appliance chain [2] Export Potential - According to the China Electromechanical Products Import and Export Chamber, freezer exports are projected to reach 13.7 million units in the first half of 2025, reflecting a year-on-year growth of 5.8%, indicating ongoing global market potential [2] - Haier's global collaboration capabilities and localized responsiveness are expected to be crucial in adapting to market changes [2]