Haier

On November 21 (Beijing Time), “2016 Golden Silk Road Global Brand Forum” was held in the Westminster Central Hall, London and issued the “Top 500 of 2016 Silk Road Global Brands”. The forum was jointly sponsored by Silk Road Commercial College Alliance and Golden Silk Road Global Brands Alliance. Themed with “Innovation Drives Brands Globalization Development”, the forum aimed to speed up the cultivation of Chinese brands’ international competitiveness, realize the zoom of transnational industry chain and value chain, and promote the rising of Chinese self-owned brands. After half year scientific and strict evaluation and research of the judging panel, Haier ranked the fourth in the “Top 500 of 2016 Silk Road Global Brands”, forcefully ascending into top 3 of those listed Chinese brands.  

In this first collective show of global top 500 brands dominated by Chinese and British popular brands, Haier, a global household appliance giant from China, shared the “Chinese experience” together with Huawei, Tsingtao Beer, Wanda, Agricultural Bank of China, China Construction Bank, and other domestic famous enterprises. Some internationally renowned brands were also invited to attend the forum for exchange and discussion, such as the Icebreakers, British Petroleum Company, HSBC Group, SCB (Standard Chartered Bank), and Unilever, etc. As the representative of Made-in-China and Created-in-China, Haier actively responds to the national “Belt & Road” initiative, boosts the globalization strategy in depth, and cultivates overseas market intensively. In addition, through the “localized marketing, design and manufacturing” strategy, Haier can satisfy the demands of global users, accomplish the localization practices of famous international brands in overseas market, and achieve the historical leap from product output to model output of Chinese enterprises in virtue of ground-breaking organizational innovation.

From choosing the “tough nut” America as the first stop of going global rather than those easily-entered less developed countries, to innovating and developing different mainstream products in accordance with the individual needs of customers in different regions of the world to enter the main local sales channels, to enabling the users to participate in the design, and to achieving zero distance with the users by individualized innovative products, Haier has evolved into an international brand that is favored by local customers and leads the world household appliances consumption trend through continual integration and exchange of global quality resources.

Now, Haier has built up eight overseas industrial parks and 24 manufacturing plants which have covered four continents and 18 countries and regions except for Australia. Haier’s localized manufacturing level is constantly improving. Haier has preliminarily completed the plotting of localization and the Belt and Road initiative. In terms of manufacturing, six of the eight industrial parks are set along “the Belt and Road initiative”, including Vietnam, Indonesia, Pakistan, Thailand, and Russia. Besides, the 18 manufacturing bases can provide a production capacity of over 10 million sets, which has effectively met the local market demand.