The new flight will bring down the list of 30 years of death. Haier has gone to the world.

In 2017, the entire refrigerator industry faced a significant turning point. It was a year that marked both concern and transformation for the sector. While growth stagnated or even declined, competition intensified, leading to market turbulence. One of the "Four Golden Flowers" in the industry, Xinfei Refrigerator, was forced to halt production due to financial difficulties. This event sparked renewed discussions about the future of domestic refrigerator brands. Since the first domestic refrigerator was introduced in 1979, the Chinese refrigerator industry has evolved over nearly four decades. Throughout this period, many once-prominent companies have disappeared from the market, while only a few, like Haier, have managed to thrive and become global leaders. As 2017 came to an end, it became a time to reflect on the brands that had fallen out of the race and to revisit the industry’s journey through ups and downs. Here is a list of notable refrigerator brands that either failed or were rebranded over the years: | Brand Name | Time to Market | Operating Conditions | |------------|----------------|----------------------| | Wanbao | 1870s | Hard support | | New Fly | 1880s | Collapse | | White Snow | 1880s | Collapse | | Rongsheng | 1880s | Resale | | Meiling | 1890s | Resale | | Snowflake | 1880s (home) | Resale | **New Flying Refrigerator – A Fallen Giant** Founded in 1984, Xinfei once held a prominent position in the Chinese refrigerator market. By 1996, it ranked among the top three national brands, with a market share approaching 20%. However, its dominance began to decline after 2005, and by 2012, its market share had dropped to just 6%, signaling its exit from the top tier. **Wanbao Refrigerator – The Pioneer That Fell Behind** Wanbao produced China's first household refrigerator in 1979 and remained active for almost 40 years. In the 1980s and 1990s, it was a major exporter, but it eventually lost its competitive edge and faded from the mainstream market. **Baiyun Refrigerator – Once Known as “South Haier”** Baiyun was once considered the southern counterpart of Haier, known as the "spokesperson of white goods in the south." However, as product innovation and globalization accelerated, Baiyun struggled to keep up, and its brand gradually disappeared from the market. **Meiling and Rongsheng – The “Two Golden Flowers”** Both Meiling and Rongsheng were part of the “Four Golden Flowers” in the Chinese refrigerator industry. Over time, Meiling became part of Changhong Electric, while Rongsheng was acquired by Hisense Kelon. **Toshiba – Poorly Managed Acquisition** In 2016, Midea acquired 80.1% of Toshiba’s home appliance business for 3.3 billion yuan. However, Toshiba had been struggling financially since 2012, and despite the acquisition, its refrigerator brand did not regain much traction. **Sharp – Marginalized in the Market** After being acquired by Foxconn, Sharp made progress in the panel industry but failed to gain ground in the refrigerator market. In 2017, its market share was less than 0.2%, making it a marginal player. **Electrolux – A Foreign Giant That Struggled** Once a leading foreign brand in China, Electrolux failed to adapt to local preferences. Its products either replicated European designs or followed existing Chinese technologies, which led to its decline in the market. **Samsung and LG – Shrinking Market Share** Samsung and LG initially saw rapid growth in China, but their market shares have steadily declined. By 2017, Samsung had a 4.5% share, while LG had 1.2%, placing them in the second tier. **Haier – The Global Leader** Haier stands out as the only Chinese brand that has consistently led the refrigerator market for 27 consecutive years. With a 31.6% market share, it far surpasses other domestic and international competitors. Haier’s success lies in its focus on independent brand management, global R&D investment, and user-centric strategies that drive continuous innovation. By comparing Haier’s journey with those of the fallen brands, it becomes clear that long-term success requires more than just market presence—it demands vision, adaptability, and a deep understanding of consumer needs.

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