“We need more capacity. Need a higher level of design and sales network more,” said the CEO of Haier, the largest appliance maker in China and one of the fastest growing companies in the world white line. Haier began its efforts to go global in 1999 taking advantage of the U.S. market with niche products. In 2006, Haier has announced plans to launch a new global development strategy to strengthen its global brand awareness. I was hoping to sell the products of larger and technologically rich white goods in foreign markets and differentiate from other players of Chinese products. This case study examines the Haier roadmap to transform a Chinese household name to a global brand, and examines the effectiveness of product diversification and design strategy in its global expansion.
Source: University of Hong Kong
Release: September 25, 2007. Prod #: HKU680-PDF-ENG
Haier: How to Turn a Chinese house name into a global brand of business solutions