On August 31st, the 2012 China Household Appliances Innovation Awards Ceremony hosted by China Household Electrical Appliances Research Institute was held at the International Consumer Electronics Show (IFA) in Berlin. Experts and representatives from China and abroad made their debut. With extensive market influence, good reputation and high user satisfaction and recognition, Hefei Midea Rongshida Refrigerator Co., Ltd. won the “China's Household Appliance Innovation Award†for the “2012 Most Powerful Appliances of 2012†Brand".
Since entering the refrigerator field in 2002, Midea's refrigerators have completed the leap from “new market forces†to “industry leaders†in just ten years. In 2011, Midea's refrigerator sales reached 10.41 million units in 2011, an increase of 17.2% year-on-year, becoming one of the two largest companies in the industry with a sales volume of tens of millions.
As the beauty of the refrigerator industry, the company actively responds to changes in the external environment, and timely launches the high-end refrigerator products such as the Van Dyro Italian three-door series and the French-style door series, with a complete product line, innovative technology, excellent quality and perfect after-sales service. The service has won the market.
At present, Midea refrigerator has the most professional industrial chain of “refrigerator compressor-refrigerator manufacturingâ€, with an annual production capacity of more than 12 million units, and the proportion of sales of medium and high-end products has been increased to over 30%.
In terms of channel network, Midea currently has nearly 70 refrigeration product sales companies in the country, with 70,000 sales outlets, 12,000 after-sales service outlets and 15,000 refrigeration stores, completing the “seamless†coverage of urban and rural markets.
At present, Midea has established a global talent team, and only imports more than 10 high-end technical talents from South Korea. Products through the United States UL safety certification, European Energy Star certification, TUV quality certification and other international authoritative certification, and Electrolux, Whirlpool and other internationally renowned companies reached a deep strategic cooperation, laying a good foundation for the realization of international sales of products.
The number of patents can best reflect the technical strength of an enterprise. In 2011, Midea Refrigerator Division applied for 1,119 new patents, an increase of 427% year-on-year; among them, 485 invention patent applications and 42 international patent applications.
According to industry analysts, one of the important capabilities of an international enterprise is to establish resource allocation and integration capabilities for the global market. The annual sales scale of tens of millions of refrigerators in the US means that its resource integration and innovation capabilities in the global market are Further improvement will help to form a polymerization effect of technology, brand and marketing, thus ensuring the further development of the US refrigerator in the global market.
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