Haier group alternative solutions

Augmenting the product line-up in television category Haier showcased some impressive range of displays with innovative and smart technology at the CES.

Haier group alternative solutions

But there's been no fanfare within the imposing s, six-story limestone and sandstone building at the intersection of Broadway and West 36th Street in Midtown Manhattan in New York.

Instead, Haier quietly celebrated by acknowledging the series of milestones the company has hit since first entering the United States 13 years ago. It was in that Haier Group — a company based in Qingdao, a coastal city in East China's Shandong province — first arrived in the US with a clear objective in mind.

A shop assistant adjusts a Haier air conditioner in a store in Queens, New York. Provided to China Daily Unlike many of its Chinese counterparts which aim to export massive volumes of goods to the US and elsewhere, Haier was here to create a brand, which the company hoped would appeal around the world.

The company may be a household brand in China, well-known and respected as one of the world's leading manufacturers of refrigerators, air conditioners and other appliances — but its name was virtually unknown when it first broke into the US.

But today, its products can be widely found on the shelves of major US retailers such as Wal-mart, Target and Home Depot. And by partnering with the National Basketball Association, it has gained considerable leverage through advertisements and other endorsements with one of the highest profile sports in the US.

Haier group alternative solutions

Haier's CEO Zhang Ruimin has always emphasized that for its international business to succeed, it needed to create a localized brand name. To fully integrate into American society, he said, the company realized from day one that it was vital local people were running the business.

Today, the Haier park employs workers, and its headquarters in New York — which also functions as a sales and marketing office — has another staff. Kan, who was named one of the "50 Most Outstanding Asian American Businessmen" inhas been key to Haier's success, and has been with the company since it began in He took over the reins from former Haier America president Michael Jemal in after being his right hand man for a decade.

Kan insists that Haier America is "very much American" in terms of its employees composition and work culture. While most Chinese companies chose to enter other Asian markets before attempting to penetrate the more unfamiliar markets of the US and Europe, Haier's strategy has been exactly the opposite.

Kan said that it firmly believed that if it could succeed in the West, it would then be able to do well in other Asian markets. Although Asian players such as Samsung and LG Electronics started their US businesses much earlier, Haier doesn't view them as threats but "strong Asian brands that we can emulate".

So we try to learn from the best. But we are very confident of our own approach," he added. Carving out a niche market has proved to be key part of its strategy in a US home appliances market dominated by American companies, such as GE Appliances, Whirlpool and Maytag before it was acquired by Whirlpool.

One of its best opening moves was to win over American customers, and Haier found early success with mini-fridges for hotels and offices and for home use, a segment that the big players had avoided due to its relatively small size. But for Haier, it was an ideal opportunity to gain consumer trust, he said.

After establishing itself with its mini-fridges, Haier then began to move into higher-end refrigerators and other appliances such as air conditioners, washing machines, and dishwashers. Not only are its full-size refrigerators produced in-market, but a design center in Los Angeles makes sure all products are tailored for the US market.

He adds that Haier prides itself in its ability and speed to convert ideas into products in the shortest possible time. However, the Haier Industrial Park only has the capability to produce full-sized refrigerators, and other appliances are still made in China.

The factory also ships some of its US-made top-end refrigerators back to China, as well as other countries. InHaier was ranked the world's No 1 global major- appliance brand for a third consecutive year by Euromonitor International, a London-based business intelligence company. Its global brand market share grew by 1.

Its in the US, on the other hand, that its individual product market shares are still tiny in comparison: According to Kan, the company's ambition remains clear: According to a recent profile in Fortune magazine, "you'd be hard pressed to find a manager who is more innovative or fearless than the head of the Chinese appliance giant".

After saving the company, Zhang quickly acquired other businesses and expanded the product line to include other appliances such as freezers, dishwashers and microwaves.

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Inthese businesses merged to form Haier Group. Its success story in going overseas could certainly be described as an object lesson for many Chinese companies struggling with what remains the key obstacle for many — brand building in an international market.

Kan's advice is clear:Aug 03,  · In , Haier Group — then known as Qingdao General Refrigerator Co — was on the verge of bankruptcy when CEO Zhang Ruimin took the reins and returned it to profit in just a year. An Analytical Study on Strategic Management of Haier Muzi HE Anglia Ruskin University, UK (MBA1) Oxford Brookes University, UK (BSc.

Hons) Internet is an alternative for TV, because the attractiveness, timeliness and interesting of the ) to global consumers. Haier Group is committed to providing. Journal of Contemporary Management. Zhang Ruimin is the alternative member of the 16th, 17th and 18th Central Committees of the Communist Party of China.

Zhang Ruimin, one of the top 50 global management thinkers, the world renowned enterpriser, founder of Haier Group, Secretary of the Party Committee of Haier Group, Chairman of the Board of Directors and CEO of Haier Group. Beijing, China – Global alternative asset manager The Carlyle Group today agreed to invest US$ million in Haier Electronics Group Co, Ltd.

(HEG) through Convertible Bonds and has an option to invest an additional US$57 million when warrants are exercised. Together with other investments in the company, Carlyle will have a right to securities representing approximately 9% of the company.

We design solutions that champion intelligence, individuality and the human drive to create the perfect home. As one of the world’s top-selling home appliance companies, you expect us to deliver highly functional appliances.

But we go way beyond expectations. Haier brings the unexpected to life. Haier demonstrated its latest TVs like Roku-enabled HD TVs, 4K technology, Smart Android TVs, curved TVs and the wine cellar with a new alternative cooling system.

Augmenting the product line-up in television category Haier showcased some impressive range of displays with innovative and smart technology at the CES.

Haier America Corporate Strategy | Researchomatic