Chinese air conditioner brand Haier earned an alarming 2.5 million mentions on China's most influential social network platform Sina Weibo from 15 May to 15 August 2015, according to a recent study from MIC (Market Intelligence & Consulting Institute), an ICT research institute based in Taipei. While marketing content might account for 25% of the posts, the still relatively high number of mentions suggests the online popularity of the brand, with most users giving positive reviews and putting the brand in the category of "mainstay products with high reviews".
Sentiment Ranking by Air Conditioner Brand (15 May to 15 August 2015)
Note: This mapping provides cross-analysis between the number of times mentioned online and net sentiment rate of a brand; number of times mentioned online refer to the number of times Internet users mentioned a specific brand; Net Sentiment Rate (NSR) = (Positive Posts – Negative Posts)/ (Positive Posts + Negative Posts)
Source: Sina Weibo, compiled by MIC, November 2015
Despite its high brand awareness, however, none of Haier's products made into the top-10 bestsellers on online stores Tmall and JD during the researched period. Top-10 bestsellers in terms of sales volume went to Galanz dP11E-130, Aux BpHRB+3, Galanz dC11E-130, Galanz RDVdLD39-150, Kelon EFVMS3z, Midea KFR-26GW/WPAA3, Kelon KFR-35GW/ERVMN3z, Kelon KFR-26GW/ERVMN3z, Midea KFR-356W/WPAA3, and Galanz RDVdC993-150. Galanz performed exceptionally well compared to other brands as three of its products made into the top-5. Meanwhile, Aux and Midea, ranking second and sixth respectively, received positive reviews that were higher than others in terms of net sentiment.
To see more about this report, please visit: Brand Competition and Consumer Preference of the Chinese Air Conditioner Market
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Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry. https://mic.iii.org.tw/english