Pune | New Delhi, India
In a bid to increase consumer engagement and minimize the distance with consumers, Haier, a global leader in Home Appliances & Consumer Electronics industry is also one of the most active consumer durable brands on Social Media. Haier India strived towards continuous consumer engagement through social media platforms in 2016 to gauge an understanding about the kind of appliances people would want to buy in 2017 and the market trends for the upcoming year.
Being one of the most digitally active consumer durable brands, Haier has been continuously working towards building a strong connect with end consumers through several digital-first engagement activities. This is closely complemented with Haier’s brand legacy to constantly innovate and introduce products taking inspiration from the evolving lifestyles of today’s contemporary consumers. The brand has been extensively using new age media platforms to analyze consumer demands and requirements.
Keeping in tune with the year-long social media strategy, Haier has recently conducted various social media activities in December 2016, such as surveys and contests to not only boost consumer engagement but also to get 2017 market understanding.
Following this, recently a year-end survey was conducted by Haier on Facebook, to gauge consumer interest and purchase trend for home appliances in 2017. Further more, the brand conducted another survey recently to understand consumer sentiment towards Dishwashers and the demand for such in Indian market. The third engagement activity was centered on increasing awareness about Haier’s winter products. As part of it, a contest was hosted on Haier India’s Facebook page, prompting the audience to participate by answering questions on Haier water heaters. The winners of the contest were gratified with exciting prizes and goodies.The contest and surveys were very well received by the audience and helped the brand in understanding the demands of the consumers and the expected market trends for 2017
About Haier India
Initiated in January 2004, Haier Appliances (India) P. Ltd is a 100 percent subsidiary of Haier Group. Headquartered in New Delhi, Haier India has 33 operations spread from Mumbai, Bengaluru, Chennai, Ahmedabad to Kolkata and a complete distribution network throughout the country. Haier India employs 540 staff (On Pay Rolls), among which 272 of them are with the sales team while the other 268 are front-line employees. Haier has its manufacturing facility at Ranjangaon in Pune district of Maharashtra, which has capability to manufacture Refrigerators and is upgrading the new facility with state-of-the-art equipment’ to create a Research & Development facility for refrigerators and expand its product range. Products offerings of Haier India range from refrigerators, air conditioners, washing machines, TVs, water heaters, freezers to microwave ovens, with a special focus on local needs. For example, washing machines that work at nearly Zero Water Pressure help solve the biggest challenge that Indian consumers face in their daily lives, while Haier BMR refrigerators have also been well received by Indian consumers due to its large refrigeration capacity which caters to local people’s dietary habits. A larger refrigeration capacity means consumers can store more vegetables while the refrigerator also makes people’s lives easier by placing the refrigerating chamber at the top of the machine.
About Haier Group
Haier is the world’s leading home appliance provider, with global revenues amounting to US$ 30.3 billion and profits of US$ 2.89 billion in 2015. Its mission is to create innovative products according to the demands of our customers. Haier has been named the number one global home appliance brand every year for the last seven years by Euromonitor International, a world leader in strategy research for consumer markets, and in 2012 the Boston Consulting Group named Haier one of the ten most innovative companies in the world as well as the most innovative company in the consumer and retail category. Its global headquarters are based in the Chinese city of Qingdao and it also has regional headquarters in Paris, New York and Tokyo to serve its clients in Europe, America and Asia. Haier also has 5 R&D centers, 66 trading companies and 21 industrial parks worldwide. Haier Electronics Group Co., Ltd. a subsidiary of the Haier Group, is listed on the Hong Kong Stock Exchange (HKG: 1169). By drawing on its competitive strengths in marketing, the Internet, logistics and services, Haier Electronics Group aims to provide an integrated and unrivalled consumer experience. Qingdao Haier Co., also a subsidiary of Haier Group, is listed on the Shanghai Stock Exchange (SHA: 600690) and focuses on driving innovation in smart home technologies.