Haier, Midea and Samsung Leading Major Home Appliances Market: Omdia

  • Omdia report mentions IoT as a key driver behind success of these home appliances brands
  • The research company is of view that these three companies will continue to lead the market

Haier, Midea and Samsung accounted for almost 30 per cent of home appliance unit shipments in 2018, according to the latest edition of Omdia’s Major Home Appliances Vendor Scorecard Report. In a range between a minimum of one and a maximum of five, Haier scored 4.5. The brand was followed by Midea and Samsung, with scores of 4.3 each.

“The market leadership of Haier, Midea and Samsung is the result of their efforts to offer solutions that address every segment of the major home appliances (MHA) market. Riding on their positive momentum, these companies are likely to cement and expand their leadership positions in the future” said Liliana Alvarez Temix, senior analyst, smart home and appliances for Omdia.

Embedding IoT into home appliances a common factor between the three

Haier, as per the report, has consolidated its leadership position through the integration of brands in its portfolio and the development of its own IoT ecosystem, called U+. The ecosystem provides online customer support services that guide users on how to install, use, clean and maintain the home appliances.

“One of the technological innovations giving Haier its competitive edge is the embedded voice control function in its air conditioners, wall ovens, refrigerators and washing machines as well as other connected appliances. The company has also distinguished itself with the air-purifying function of its room air conditioners and the food-recognition capabilities of its microwaves. GE Appliances, a subsidiary of Haier, has also reinvented the stove-top ventilation appliance with its Kitchen Hub that doubles as a smart home control centre,” read the report.

Midea and Haier, as per the report, are among the few brands whose products are not only supported by their own IoT platforms but also are compatible with the leading digital assistants: Amazon Alexa, Google Assistant and Alibaba’s Tmall AliGenie.

Samsung, as per the report, ranked first in brand strength due to its SmartThings platform, which combines its brands with thousands of others to create a unified experience.