2023年 マーケティング活動方針1ブランド好意度向上へ向けた意識変容へのチャレンジ継続対一般生活者流通⁃「ハイアールを買いたい」「ハイアール製品を売りたい」の動機づくり⁃ハイアールブランドに対するネガティブイメージの払拭2次の20年を見据えたミドル・ラージの市場ポジション確立と新たな価値提案⁃冷蔵庫の新コンセプト「これからは、冷凍基準。」の一般生活者流通への理解・浸透⁃マグネットカバーの話題性を

Marketing Activity Policy for 2023

1. Continuation of efforts to change perception towards improving brand favorability (targeting general consumers and distributors)

• Creating motivation to "want to buy Haier" and "want to sell Haier products"
• Dispelling negative image of the Haier brand

2. Establishing market position for the middle and large segments and providing new value propositions for the next 20 years

• Promoting understanding and penetration of the new concept for refrigerators: "From now on, freezing standards."
• Strengthening media and in-store exposure utilizing the buzz around magnet covers and expanding approach to Generation Z
• Continuation of sales promotion for key strategic products (GX/SX/SY/3-door/drum/clothing care/KD/HD-LD)
• Preparation for entry into new categories and continued development of new marketing approaches

3. Establishing brand image in strong categories

• Continuation of efforts to acquire a unique position in the freezer category

4. Overcoming weaknesses and involving distribution

• Utilizing the Hybrid Rounder to improve brand loyalty and store share at the store level
• Improving distribution mind share through expansion of Haier corners and implementation of initiatives not yet undertaken by competitors, such as online customer service
• Challenging to seize new business opportunities triggered by overcoming delivery issues.