Haier is recognized as the best domestic appliance brand in overseas development. In the first half of 2020, Haier's overseas income was 47 billion yuan, a year-on-year increase of 0.6%. Among them, the US market revenue increased by 6.5%, the Japanese market expanded by 16.4%, and the Southeast Asian market increased by 7%. In the whole year, Haier's overseas revenue was1013.52 million yuan, up 8.6 1% year-on-year, accounting for 48.33% of the total revenue, up 1.85pct compared with 20 19 years. Among them, North America is the largest overseas market of Haier Zhijia, with revenue reaching 63.7 billion yuan in 2020, up by+10% year-on-year, and the European market will achieve revenue of16.5 billion yuan in 2020.
The formation and promotion of Haier's global competitiveness is based on Haier's localization of the global market. At present, Haier has established localization institutions in North America, the European Union, Japan and South Korea, Africa, the Middle East and Southeast Asia. The establishment of 30 overseas manufacturing bases, 22 trading companies and 8 design centers has enabled Haier to realize localized R&D, manufacturing and marketing in major economic regions around the world. In 2007, Haier's overseas turnover exceeded $3.3 billion, and the largest overseas institution was Haier of the United States. High-end products such as Haier French door-to-door refrigerator designed by Haier R&D team in the United States, manufactured by Haier factory in the United States and marketed by Haier Trading Company in the United States are favored, which has attracted the attention of local mainstream brands. Haier's R&D ability and marketing promotion to meet the needs of American consumers have threatened established home appliance manufacturers.
1, Haier has a leading global vision and strategy as early as more than ten years ago, and has been widely distributed in the fields of manufacturing and research and development in Europe, the United States, South America, Africa, Southeast Asia and other countries and regions. In 20 12, Haier successfully completed the acquisition of Fisher & Paykel, the largest home appliance brand in New Zealand. Haier brand accounts for 15.4% of the New Zealand white electricity market, accounting for 43% together with Fisher & Paykel, ranking first in the New Zealand white electricity market. In 20 16, Haier acquired the home appliance business of GE Appliances for us $5.58 billion, and soon the combination of Haier and GE Appliances won nearly13 of the north American air-conditioning market. With Haier's overseas mergers and acquisitions and market expansion, it has accumulated overseas business management and operation experience, and Haier's competitive advantage has become more and more prominent. At present, Haier's overseas revenue exceeds 1000 billion yuan.