History:
Founded in 1984, Qingdao, China
A refrigerator factory
Current:
First largest white goods brands in the world
In 2010, Haier refrigerators, 10.4%, global market share
Future：
Five trends: large capacity, multiple doors, drawer type,
intelligent, low carbon
Fun fact
Weaknesses
Strengths
Haier
Opportunities
Threat
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Well-known brand name
Good service reputation
High market share 10.4% in the world
Innovation & Industry standards setting
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Lack of effective advertising publicity
Lack of competitiveness in the international highend market
Inadequate development of Internet technology
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Possible development of new products
Expansion into new markets
Joint –development with other companies
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With a high degree of competition among the
industry.
High threat of new entrants competing by lowering
prices.
The condition of more supply and less demand.
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On April 30, 1999, Haier Industrial Park in
South Carolina.
In March 2000, the first Haier refrigerator made
in the USA
In April 2006, Haier signed a partnership with
the National Basketball Association.
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Germany.
Italian.
UK.
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"Three-in-One"
localization strategy.
Design
Manufacture
Marketing
parent company control
“Fake goods”
How to control the relationship
between the Haier’s company inside
the country and oversea.
The world's largest white Haier
launched a series of overseas high-end
refrigerators has been the United
States, Germany, Korea, many
appliance giant imitation
parent company control
more than 240 subsidiary companies, more than 30 countries around the
world to expand local design centers, trade companies.
face the greater challengers.
clear
responsibilities
establish sound
corporate
governance
system
high degree
of integration
of resources
“Fake goods”
Many appliance in the USA, Europe, Korea imitate Haier “Casarte “ refrigerators
 patent protection
 standard upgrade
 maintain innovation power
 made in China
It is possible that other company can imitate innovative products
But it is impossible that other company can’t imitate innovative ability
Haier
SIEMENS
BCD-318WSL
KK28F89TI
Long history international brand
Leading design
Intellectualized operation
High cost performance
Are expensive
Easy operation
BCD-649WADV
GR-C 2 4 7JYL
Haier
LG
Outward appearance fashion
Large volume
Quality of service
VC fresh-keeping technology
New internal refrigeration technology
Steplessly frequency conversion technology
Haier
Midea
Low price
Increase fresh technology
BCD-206TS
BCD-276UEM
High refrigerant technology
Fashion outlook
Power-saving technology
The refrigerator
becomes
one of the necessaries
The company produce
various refrigerators
The development of technology
“Built in
appliance”
The eco-friendly refrigerator
The upgrading of refrigerator
Now the strategy of
refrigerator company

Designed by
Massimo Zucchi
1.The various color & design refrigerator
2. Conduct eco-campaign
3. The remake Haier Brothers animation

1. Improve the Haier brand image to change
the stereotype

2. Focus on glocalization
ex) establish R&D institution

3. Keep the high market share in China
ex) build school, hospital in China countryside
Korea Culture
Various kinds of Kim-Chi
Kim-Chi Refrigerator
海尔是海
中国制造
Haier is a sea
Made in China