Haier: Tier 2 & 3 Cities Are Vital
Haier India, a leading player in the home appliances industry, has been making significant strides in expanding its reach and influence in tier-2 and tier-3 cities across the country. Recognising the immense potential in these regions, the company has undertaken a strategic initiative to strengthen its presence, especially that of commercial air-conditioning (CAC). One of the key elements of this strategy is its active participation in specified events that allow the company to direct network with influencers.
To delve deep, Team BMR got hold with Debajit Sen, Associate Director – CAC, and Deepak Mishra, RSM-CAC category, Haier Appliances India Pvt. Ltd. In this interaction, the duo explained the importance of tier-2 and tier-3 cities, Haier India's focus on these areas, potential in CAC segment, and the role of influencers in driving Haier’s growth. Excerpts:
What are your expansion plans in near future?
We have plans to harnessing the immense growth potential in tire 2 and tier 3 cities. As we relentlessly extend our presence and impact in these markets, our objective is not only to meet the burgeoning consumer demands but also to position Haier as the go-to, trusted brand, particularly in the realm of CAC systems. Haier India's success story serves as a testament to the importance of understanding and catering to the unique dynamics of tier 2 and tier 3 cities in India's evolving economic landscape.
Why are tier 2 & 3 cities so significant?
Tier 2 and tier 3 cities in India have emerged as hotbeds of economic growth and consumer demand. These cities are experiencing rapid urbanisation, rising disposable incomes, and an increasing aspiration for a better quality of life. As a result, they have become pivotal markets for companies operating in various sectors, including CAC and other home appliances. The potential customer base in these cities is substantial, making them highly attractive for businesses like us who are seeking growth opportunities.
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What is Haier India's strategic focus?
As discussed, Haier India has recognised the potential of tier 2 and tier 3 cities as key drivers of its growth strategy. To tap into these markets effectively, the company has adopted a multi-pronged approach. One of the central pillars of this approach is a commitment to 'Make in India' and 'Make for India,' which aligns with the specific needs and preferences of consumers in these cities. Haier India's product portfolio is tailored to cater to the diverse requirements of customers in different regions of the country.
Where is the growth coming from?
We see the air conditioning business as a major growth engine for Haier India, followed by other products in its extensive appliance portfolio. The company's strategy revolves around focusing on segments, categories, or industries where it has robust manufacturing capabilities and research and development expertise. Leveraging our technological prowess and robust manufacturing capabilities, the CAC segment emerges as a key focus for our expansion. As a testament to our commitment, we are about to flag off the manufacturing of CAC systems in our state-of-the-art facility in Pune.
In your growth journey, how important is the networking with influencers?
One of the innovative strategies that Haier India has employed to enhance its presence in tier 2 and tier 3 cities is networking with influencers. Influencers, in this context, include architects, interior designers, structural engineers, MEP consultants, and other professionals who play a crucial role in shaping consumer choices in the home appliances sector. These influencers have the power to sway opinions and recommendations, making them valuable partners in brand promotion.
What steps are you taking in this regard?
We recently participated in Smartex – Symposium & Expo 2023 as Title Sponsor. During this event, we showcased our latest technological advancements and smart air conditioning systems to over 200 influencers, including architects, interior designers, structural engineers, and MEP consultants, among others, and it yielded the expected benefits.
How is event like Smartex helping you reach your goal?
Haier India's participation in specified events is a key element of its influencer networking strategy. These events provide a platform for the company to showcase its latest technological advancements and smart air conditioning systems. By collaborating with events such as Smartex – Symposium & Expo 2023, Haier India gains access to a diverse group of influencers who not only appreciated the innovations and design especially that of our CAC systems but also recommend our products to their clients and customers.
Which special features of your CAC got their attention?
While there are numerous attributes to our products, what has notably captured their attention is the synergy of our innovation, design, and energy efficiency. Our air conditioners are equipped with patented inverse-balance cleaning technology, allowing them to self-clean. The self-cleaning process involves defrosting, frosting, cold expansion, and the removal of all dirt that enters the machine. Additionally, our double ion sterilisation technique effectively eradicates residual dirt and bacteria that tend to accumulate in fans and air ducts. Furthermore, thanks to our Inverter Plus Technology, these air conditioners offer remarkable energy savings of up to 30%.
What benefit did such association/participation bring to Haier India?
Networking with influencers offers several benefits to Haier India. Firstly, it helps us in building brand awareness and credibility among professionals who are influential in the purchasing decisions of consumers. Secondly, it facilitates valuable feedback and insights from these influencers, enabling us to fine-tune our product offerings to better align with local preferences and needs. Lastly, such networking acts as a multiplier effect, as recommendations from trusted professionals can lead to increased sales and market penetration.