Home appliance industry brand test evaluation results

On December 7, 2012, the "2011-2012 China Household Appliance Industry Brand Test Evaluation Results Presentation Conference" was held in Beijing. The "2011-2012 China Household Appliance Industry Brand Test Evaluation Report" was also released at the same time. The selection activity is based on the status quo of the development of China's home appliance industry, combining domestic and international authoritative evaluation methods, through corporate filing, preliminary data review, brand re-evaluation, brand final review and other stages, from the brand's basic capabilities, sustainable development capabilities, market capabilities, and consumers. Comprehensive evaluation of brand building in terms of capabilities and other aspects, and ultimately selected "Five brands" such as refrigerators, washing machines, air conditioners, water heaters, range hoods and "five brands" of soya-bean milk makers.

In order to further implement the "Guiding Opinions on Accelerating the Construction of Independent Brands in China's Household Appliances Industry" promulgated by the Ministry of Industry and Information Technology of the People's Republic of China, the brand building standards of China's home appliance companies are enhanced, and the benchmarking companies for brand building are established, and the outstanding home appliance brands are promoted. The Electrical Appliances Research Institute China Household Appliance Brands Research Center formally launched the 2011-2012 brand evaluation evaluation of the Chinese home appliance industry in March 2012, and officially ended at the end of July 2012.

In this evaluation activity, the China Household Electrical Appliances Research Institute closely follows the development status of China’s home appliance industry. From the perspective of sustainable development, it focuses on guiding the company’s brand innovation capability, brand sustainability, and brand service consumer capabilities. Analytical analyst Satty's analytic hierarchy process of the United States has launched the "CBES" (Cheari Brand Evaluation Ssystem) brand evaluation system suitable for the Chinese home appliance industry. The system starts with a comprehensive analysis from the perspectives of the company, the market, and the consumer perspective, and builds a more systematic and complete evaluation index system that includes three levels. Among them, there are four first-level indicators, namely, brand-based capabilities, and brands. Sustained development ability, brand market ability and brand consumer ability, 12 secondary indicators and 29 tertiary indicators.

During the event, a total of 236 brands from 186 companies participated in the evaluation of this evaluation activity, covering large, medium and small companies of different sizes and types. After the introduction of management measures, corporate declarations, preliminary examination of materials, scores of brand evaluations, and evaluations by experts, they finally selected ten refrigerators, washing machines, air conditioners, water heaters, range hoods, and soymilk household appliances. "Strong brand", of which the soybean milk industry is "the top five brands."