On March 5th, 2002, Haier bought the Greenwich Bank Building in Midtown new york as its North American headquarters. This is a qualitative leap for Haier, representing Haier's commitment to the American market, that is, Haier will take root in the United States.
Haier's reputation is fragrant in the American market. While expanding its market share, Haier has also left a good reputation for American consumers and won favorable comments. The design fully meets the individual needs of consumers, and the product line has developed from a single small refrigerator and freezer to a huge product group competing with mainstream brands. In 2003, he won the Golden Hammer Award for American product design. On July 1 day, 2004, American Target Chain Store and Haier jointly set an amazing record of selling 7,000 air conditioners in seven hours in new york. This rare phenomenon attracted the attention of HFN, a famous American household appliance retail weekly, and reported the air-conditioning campaign in depth with a full-page on July 5.
At present, Haier products have successfully settled in the United States 10 chain group, and won the honors of "best supplier" and "inspection-free supplier qualification".
Haier's social contribution in the United States has been recognized and praised locally. In recognition of Haier's investment in South Carolina and its contribution to local development, the Kexiao county government where Camden is located awarded Haier 200 1 the "Community Contribution Award". In 2002, the South Carolina government awarded the "Job Creation Award" to Haier's American factory, and in order to support the better and faster development of the South Carolina factory, the South Carolina government also gave Haier's American factory preferential payroll tax rebate treatment, which was regarded by the government as a model of trade-driven investment. The municipal government named a road in the city "Haier Avenue" for free, which is the first road named after a China enterprise in the United States.
2. In Europe:
Europe is the birthplace of the world home appliance industry, with many world-class home appliance brands. Haier refrigerator technology comes from Germany. Starting from 1990, Haier exported 20,000 refrigerators to Germany for the first time, and Haier blew the horn to enter the European home appliance market.
1 2006 54 38+09 In June, Haier Group acquired Manigetti refrigerator factory in Italy, together with Haier's design centers in Lyon, France and Amsterdam, the Netherlands, and its marketing center in Milan, Italy, Haier truly realized the localization operation of the "trinity" in Europe. Haier not only has a white goods production base in Europe, but also has the conditions to participate in the organization of local manufacturers and obtain information, thus laying a solid foundation for realizing "three integrations and one innovation" in Europe (that is, financing, intelligence, culture and creating a world famous brand).
From March 7th to 9th, 2000/KLOC-0, the biennial Cologne International Household Appliances Expo kicked off again. Haier is one of the exhibitors with the largest area (1 1,000 square meters) in this Expo. It has launched 58 categories of new products with specifications of 159, especially the 28 specifications of space series network household appliances with categories of 10, which debuted in the European market for the first time, attracting the attention of many exhibitors.
With high-quality products, personalized design and speed advantages, Haier has established its own brand.
In 2002, Haier's six refrigerator products took the lead in reaching the European A+ energy consumption standard. In Germany, the Netherlands, Belgium and Shandong, for each Haier refrigerator that meets the energy consumption standard of A+, the government awarded 100 Euro, which greatly enhanced Haier's brand competitiveness, and its sales increased by 15 times in three years.
In 2003, Haier's Mike freezer and personalized wine cabinet attracted many customers at the "British Hotel Supplies and Consumer Goods Exhibition" in London.
From June 5, 2005 to 10, Haier refrigerator was rated as the best-selling product by British Ethical Consumer magazine. In a large-scale bidding for drum washing machines in Cologne and Aachen, Germany, Haier drum washing machines finally beat many international famous brands after several rounds of competition and won the big orders from two municipal governments. In Russia and Moscow, the government procurement project of subway tunnel won the bid, and Haier 42-inch plasma products won the bid successfully with excellent cost performance.
In April 2005, Haier Aerospace Inverter Refrigerator held a press conference on European listing in Vicenza, Italy. The innovative breakthrough of this product in energy saving and environmental protection has left a deep impression on many home appliance manufacturers, and it has become the fastest-selling high-end product in just three months.
3. In India:
With its reputation in Europe and America, Haier has entered developing countries in Southeast Asia with strategic plans. In April, 20001,Haier laid the foundation stone for its second overseas industrial park in Pakistan. On May 6th, 2002, the first Haier washing machine rolled off the assembly line in Haier Industrial Park, Pakistan.
In India, Haier has grown to nearly 3,000 sales outlets and 14 Haier exhibition halls. Haier's products have rapidly expanded from white products such as refrigerators, air conditioners, washing machines, dishwashers and microwave ovens to black products such as televisions, DVDs and mobile phones. Up to now, Haier has entered 8 of India 10 dealers.
In other parts of Southeast Asia, Haier has established factories in Malaysia, Indonesia, Bangladesh, Vietnam and other countries, and established trading companies in Singapore. Haier's market expansion in Southeast Asia has entered the fast lane.
In Australia, in April 2004, Haier participated in sports for the first time by naming. Andrew gaze, the captain of Melbourne Tigers, Australia's first star basketball team, signed a contract with Haier to officially endorse Haier notebook. 165438+1At the beginning of October, Australia's national authoritative certification body selected the refrigerator products in the whole Australian market as "Top Energy Saving Award". The results show that Haier accounts for three of the thirteen refrigerators with energy-saving labels, and the energy-saving level of the three refrigerators far exceeds the energy consumption standard.
In New Zealand, at the end of September 2002, Haier products made their debut in the New Zealand market, which was immediately recognized by consumers and brought a strong shock wave to the local home appliance market. In June 2003, Consumer magazine published 5438+ 10, and New Zealand announced the comprehensive performance ranking of 30 best-selling washing machines in New Zealand's national market in 2003. Haier ranked first in the washing ratio of washing machines and became one of the six washing machine brands specially recommended by the magazine to New Zealand consumers.
Indonesia is the largest country and economy in ASEAN, and it is also a "battlefield" for many internationally renowned brands. Haier adheres to the localization strategy to meet the needs of local users and has become a well-known international brand in the Indonesian market. The picture shows the streets of downtown Indonesia, where Haier brand complements other internationally renowned brands.
In South Korea, Haier cut into the market with gap products, and the share of wine cabinets reached the first place in the market; Mini washing machine products dominate the second washing machine market in the family. Since its establishment in 2004, its business has developed rapidly, and its products have covered white electricity, black electricity, IT and other fields, and its brand awareness has rapidly increased to 50%.