mckinsey--whitegoodscompetitorassessmenthaier(ppt25)英文-it(编辑修改稿)

mckinsey--whitegoodscompetitorassessmenthaier(ppt25)英文-it(编辑修改稿)内容摘要：

ve Product type • Double chamber • Drum • Pulsator • Window • Split • Packaged • Central air • Grill and nongrill • Mechanic and electronic Samsung010620BJHaier 12 HAIER WHITE GOODS MARKET SHARE, 2020 Refrigerator Washing machine Air conditioner Percent Source: LIIC Microwave 312921 0 . 2Samsung010620BJHaier 13 * Rongsheng and Kelon bined Source: SINOMR, GfK, LIIC 100%= 1998 Others 1999 2020 Samsung Electrolux Meiling Kelon* Haier Siemens • Haier and Kelon are the leading players. However, their market shares are decreasing • Although lateers to the market, Electrolux and Siemens are quickly building up their positions by focusing on midto highend and highend markets • Compared to other MNC players, Samsung39。 s growth in the market is rather slow Millions units, percent Refrigerator market share of major players in major cities CAGR (9800) Percent Samsung Haier/Kelon/Meiling Siemens/Electrolux HAIER IS A LEADING PLAYER IN MOST OF WHITE GOODS MARKETS REFRIGERATOR EXAMPLE Samsung010620BJHaier 14 * Kelon and Rongsheng bined Source: SINOMR, GfK, LIIC 100%= North China Others Samsung Electrolux Meiling Kelon* Haier Siemens • Electrolux and Siemens are doing particularly well in Southwest • Apart from Southwest, MNC players are doing better in east China and South China, relatively more affluent areas • Samsung is relatively strong in East China and South China North East East China Central South South West North West Refrigerator market share in major cities by geography, 2020 Million units, percent Samsung Haier/Kelon/Meiling Siemens/Electrolux HAIER HAS DEMONSTRATED STRENGTH IN MOST GEOGRAPHIC REGIONS REFRIGERATOR EXAMPLE Samsung010620BJHaier 15 * Another Kelon39。 s brand Source: SINOMR, GfK, LIIC 100%= 1,500 Others Samsung Electrolux Meiling Kelon Haier Siemens • Siemens is focusing on very highend market while Electrolux is focusing on midtohigh end market • Samsung demonstrated strength in lowprice market • Kelon uses multibrand strategy to target both lowtomid end market and midtohigh end market 1,500 2,500 2,000 2,500 2,500 3,000 3,000 4,000 4,000 0 0 Rongsheng* 0 Refrigerator market share in major cities by price band, 2020 Million units, percent Electrolux Kelon/Rongsheng Siemens Samsung HAIER’S PRODUCTS COVER ALMOST ALL PRICE SEGMENTS REFRIGERATOR EXAMPLE Samsung010620BJHaier 16 * Another Kelon39。 s brand Source: SINOMR, GfK, LIIC 100%= 100L Others Samsung Electrolux Meiling Kelon* Haier Siemens • Haier is leading in most markets • Electrolux and Siemens have strong position in midtolarge capacity markets • Samsung is very strong in small capacity ( 100L) market and is relatively strong in mid capacity market 100 150L 150 180L 180 200L 200 225L 225 250L 250 300L 300L Rongsheng* 0 0 0 0 0 Refrigerator market share in major cities by product type, 2020 Samsung Haier/Rongsheng/Ke。