Leap to the top camp of high-end!Haier X11 washing machine launched in Poland
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As the first overseas brand in the home appliance industry, Haier Smart Home has upgraded from an independent brand to a high-end brand, and its market advantages in various regions have continued to improve. Data show that as of February, Haier’s Eastern Europe laundry revenue increased by 32%, nearly five times the industry, and mid- to high-end products increased by 18%. Among them, in Poland, Haier’s mid-to-high-end laundry revenue has doubled in three years. In order to continue to expand the market growth space, Haier Smart Home launched a new high-end X11 series of washing machines in Poland on March 21, local time, injecting vitality into the high-end washing market.
Haier Poland has implemented its high-end strategy and launched high-end series to accurately grasp the differentiated needs of users. Nowadays, users’ demand for washing has changed from clean washing to healthy washing. During the daily laundry process, users often report that the washing machine at home emits a peculiar smell before use. In response to this pain point, Haier Smart Home has deeply cultivated fresh air technology. The original fresh air function can completely replace the air in the cylinder in 2 minutes, and can last for up to 12 hours. Even if you forget to take out the clothes after washing, there will be no odor. In addition, taking into account the energy shortage problem in Europe, Haier Smart Home is also focusing on optimizing product energy consumption. The X11 washing machine saves 50% more energy than the European Class A energy efficiency standard, achieving the highest energy efficiency among similar products. Meeting user needs has also been recognized by the market. Data shows that the price index of X11 washing machine was as high as 275 after its launch.
In addition to optimizing product technology, at the terminal level, Haier Poland also innovatively improves user experience throughout the entire process through high-end booth design and direct seller demonstrations. During the direct seller demonstration session, users gained an in-depth understanding of leading technologies such as automatic detergent dosing and dual spraying of the washing machine through operation, which greatly improved experience satisfaction and drove terminal retail sales. After some users personally experienced the UI operation, they immediately placed an order and achieved the first sale of X11.
The X11 high-end series can be recognized by users as soon as it is launched, which is inseparable from the technology sharing and full-process collaboration of Haier Smart Home’s global R&D center. In the process of globalization, Haier Smart Home has deployed ten R&D centers to link the advantages of global R&D resources and provide guarantee for the R&D and implementation of high-end products. The Chinese R&D center is responsible for the X11’s software and hardware design, the Australian R&D center is responsible for motor upgrades, the European R&D center solves energy-saving issues, and the American R&D center provides fresh air technology solutions. Thanks to the advantages of R&D resource allocation, the X11 series has not only been recognized by the user market, but also won the German iF Award. Among them, the washing machine product won the 2023 Best of IFA Award.
It is understood that X11 series products will be launched globally one after another, and the Polish market is just a microcosm of Haier Smart Home’s insistence on high-end brand creation. In the future, Haier Smart Home will continue to enrich its high-end product lineup based on user needs and localization advantages, enhance the differentiation advantages of high-end products, and inject strong impetus into the growth of overseas markets.
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