Values & Philosophy
Three-in-one localization
Three-in-one localization: Haier has its technical development centers, manufacture bases and trading companies set up overseas to enable localized operations with respect to design, manufacture and marketing, among which are Haier America, Haier Europe, Haier Middle East, Haier Southeast Asia, and more.
Case study:
Acquisition of Italian refrigerator plant
June 19, 2001. The signing ceremony of Haier acquiring an Italian refrigerator plant was held in the central building of Qingdao Group. The acquisition marked the successful three-in-one localization (localized design, manufacture and marketing) in Europe after the United Sates.
The Italian plant was located in a geographically convenient area together with many plants from famous manufacturers like Whirlpool, CANDY, Zanussi, etc.
The project would bring Haier “three windows” and “two radiation effects”, i.e. windows of information, technology and purchase and marketing radiation from Italy to the rest of Europe and product radiation from refrigerator to the rest of product mix.
The transnational acquisition provided Haier a white goods production base in Europe as well as access to local manufacturer association and local information, paving the way for integrating of funds, intelligence and cultures and building a world-class brand.
Haier believes that internationalization is supported by three-in-one localization of design, manufacture and marketing. The key to internationalization is making use of local funds and human resources.