logo2.png

Haier Brand’s Overseas Strategy Analysis

Haier Group, a leader in China’s home appliance industry, has effectively enhanced its international competitiveness through its global brand strategy and provided valuable experience for the internationalization of Chinese enterprises. Here is a brief analysis of Haier’s overseas brand strategy:

Globalization Strategy: Since 2005, Haier has implemented a globalization strategy that focuses on localization, integrating global resources to create localized brands, and gradually achieving global goals over 32 years.

Independent Branding: Haier adheres to independent branding, has set up factories in the United States, and established a global production system. It owns multiple international brands, forming the “World’s No. 1 Home Appliance Brand Cluster.”

Win-Win Acquisition: In 2016, Haier acquired GEA in the United States, adopting a “light integration” approach, retaining the GEA brand and autonomy, achieving a win-win situation.

Localization Strategy: Haier focuses on user needs and launches products that meet the special needs of different regions, such as large-capacity dryers in Europe and no-bend refrigerators in India.

Global Layout and Performance: Haier has 35 industrial parks, 138 manufacturing centers, and 126 marketing centers worldwide, with a sales network covering more than 200 countries and regions. In 2022, overseas revenue exceeded domestic revenue for the first time, achieving significant growth.

Haier’s success demonstrates the importance of deeply understanding and meeting local market demands, providing valuable international experience and reference for other companies.

Share this

留下您的联系方式

Related Article