机构研究报告-德国冰箱用户分析报告：haier -外文培训课件

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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSRefrigerators:

Haier

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHaier

owners

inGermany:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Haierowners

inGermany

(’’brandusers’’)againstGerman

refrigerator

owners

in

general(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHaier

ranks

outside

the

top

10

of

most

owned

refrigerator

brandsin

GermanyManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinGermanyBoschAEG13%13%SiemensSamsungBauknechtLiebherrBeko9%8%7%6%6%LG5%GorenjeMiele4%3%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=5,473

refrigerator

ownersSources:Consumer

Insights

Global

as

of

October

2024The

market

share

of

Haier

has

stayed

fairly

similar

compared

to

2021

Q3Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningHaier2%2%2%2%2%2%2%2%1%1%1%1%1%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=32

-

114

Haierowners,n=3390

-

5530

refrigerator

ownersSources:Consumer

Insights

Global

as

of

October

2024Haier

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHaier

ismore

popularamongMillennials

thanother

refrigeratorbrands.Success

and

career

advancement

arerelatively

important

to

Haier

owners.Itstands

out

that64%

ofHaier

ownerspayclose

attentionto

energy

efficiencywhen

choosing

electronics.Clubhouseismore

popularamongHaier

owners

thanthe

averagerefrigerator

owner.Fashion

and

beauty

arerelativelyprevalent

interests

of

Haierowners.Haier

ismore

popularamong

femalerefrigerator

owners

than

malerefrigerator

owners.29%

ofHaier

owners

areinnovators

orearly

adoptersof

new

products.Haier

owners

remember

seeing

adsonblogs

and

forums

more

often

thanother

refrigerator

owners.Outdooractivities

arearelativelypopularhobbyamong

Haier

owners.36%

ofHaier

owners

think

thattheeconomic

situationisanissuethatneeds

to

beaddressed.Haier

hasalarger

shareof

owners

withahighincome

than

other

refrigeratorbrands.Haier

owners

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

refrigerator

owners

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Haier

ismore

popular

among

Millennials

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users13%56%24%7%Category

usersAllrespondents21%21%31%36%13%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=84

Haier

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Haier

ismore

popular

among

female

refrigerator

owners

than

male

refrigeratorownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users37%63%Category

usersAllrespondents49%50%51%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=84

Haier

owners,n=5,473

refrigerator

owners,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202449%

of

Haier

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany35%32%30%25%

25%21%18%17%17%13%12%11%10%

10%8%6%2%1%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=84

Haierowners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Haier

has

a

larger

share

of

owners

with

a

high

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%25%29%Category

usersAllrespondents34%33%32%34%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=84

Haierowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

refrigerator

owners,

Haier

owners

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live42%30%28%27%25%24%24%24%14%9%9%7%7%6%5%4%4%4%2%2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOthergenerationalfamilyBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=84

Haierowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Haier

owners

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanrefrigerator

owners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany39%27%24%24%24%24%23%22%19%17%17%13%12%8%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=84

Haier

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20246%

of

Haier

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%7%7%93%1%Category

usersAllrespondents84%9%9%84%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=84

Haier

owners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Haier

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany55%54%53%42%42%41%41%36%35%33%36%36%35%35%29%30%30%29%26%20%21%

21%20%21%19%18%12%11%11%10%AhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andHavingagood

timeTobesuccessfulSafety

andsecuritySocial

justiceLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=84

Haierowners,n=5,473refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

Haier

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHaierowners

inGermany53%52%51%49%46%48%46%42%44%43%42%40%37%36%32%36%35%34%30%31%

28%31%31%29%28%27%26%26%25%24%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessFashion&beautyScience

&technologyVehicles

&mobilityHome

&gardenCareer

&educationHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=84

Haierowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Outdoor

activities

are

a

relatively

popular

hobby

among

HaierownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHaierowners

inGermany55%47%43%45%45%40%44%43%42%41%40%38%38%37%33%35%36%35%35%34%33%33%33%33%29%30%29%27%16%15%OutdooractivitiesDoing

sportsandfitnessSocializingShoppingCooking/bakingPetsReadingTravelingTech

/computersMeditation/wellnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=84

Haier

owners,n=5,473

refrigerator

owners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Haier

owners

are

more

likely

to

play

basketball

than

other

refrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHaier

ownersinGermany27%21%20%19%18%20%19%19%19%19%19%18%18%17%15%14%13%13%10%11%10%10%9%

9%8%8%6%

6%5%6%Fitness,aerobics,

cardioSwimming/DivingBadmintonBasketballCyclingHikingRunning/joggingDancingSoccerYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=54

Haierowners,n=5473

refrigerator

owners,

n=17,668

allrespondentsConsumer

Insights

Global

as

of

October

2024Haier

owners

are

more

likely

to

follow

boxing

than

other

refrigerator

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHaierownersinGermany26%26%14%13%12%10%9%9%8%8%8%8%7%7%7%7%7%7%

7%7%

7%7%6%6%5%

5%5%

4%3%

3%SoccerBoxingBasketballHandballAthletics(track&field)Swimming/divingCyclingTennisMixedMartial

ArtsMotorsportsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=26

Haierowners,n=5473

refrigerator

owners,n=11,916

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

64%

of

Haier

owners

pay

close

attention

to

energy

efficiencywhen

choosing

electronicsConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany64%55%50%48%45%44%42%37%32%

31%30%

30%29%21%

21%When

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIcould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=84

Haierowners,

n=5,473

refrigerator

owners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202429%

of

Haier

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%34%37%36%31%29%24%17%

17%12%11%9%5%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=84

Haier

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202436%

of

Haier

owners

think

that

the

economic

situation

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Haierowners53%50%47%44%37%41%40%36%33%39%38%36%32%37%37%36%36%31%31%33%34%32%32%32%26%31%31%31%31%26%EconomicsituationPovertyEducationHealth

andsocial

securityImmigrationRising

prices

Climatechange/inflation/CrimeHousingUnemploymentcost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=84

Haierowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

refrigerator

owners,

Haier

owners

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%19%19%36%33%19%12%Category

usersAllrespondents43%19%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=84

Haier

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsClubhouse

is

more

popular

among

Haier

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%59%58%63%62%60%58%

57%57%41%45%40%19%17%22%21%22%11%15%15%19%12%15%13%12%9%7%

7%1%

2%Instagram

FacebookYouTubeTikTokX(Twitter)

SnapchatCategory

usersLinkedInRedditClubhouseBrand

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=47

Haierowners,n=4174

refrigerator

owners,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Haier

owners

tend

to

go

to

the

movies

more

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%79%68%76%77%66%64%

64%60%49%56%47%43%42%40%38%

38%31%31%35%

33%35%

34%33%31%30%

25%23%27%26%25%16%17%DigitalvideocontentTVDigitalmusiccontentRadioMovies

/cinemaOnlinenewswebsitesPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=84

Haier

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Haier

owners

remember

seeing

ads

on

blogs

and

forums

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHaierowners

inGermany

havecome

across

digital

advertisinginthepast4weeks51%43%42%45%

40%40%43%42%37%40%38%38%37%37%32%32%30%30%30%30%26%24%23%22%18%18%17%17%10%

10%Social

media

Search

engines

Video

streaming

Video

portalsservicesOnlinestoresMusicportalsWebsitesandappsof

brandsBlogs/forumsEditorialwebsitesandappsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=84

Haier

owners,n=5,473

refrigerator

owners,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Haier

owners

remember

ads

they

saw

in/at

the

movies/cinema

more

often

thanother

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks46%44%35%

36%44%38%39%38%

38%37%36%33%

33%30%29%27%26%24%24%23%23%23%14%13%OnTVDirectly

inthestoreOnadvertising

By

mailshot

/

AtthemoviesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=84

Haierowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsum