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Haier refrigerator ranked the best-sold products
Haier refrigerator ranked the best-sold products
Implementation of localization strategy has enabled Haier to gain wide brand recognition and fastest product sales in American market. Currently, two Haier refrigerators are placed 1st and 2nd, respectively, in the row of the top 5 best-sold products at a survey conducted by TWICE. It was second time that Haier was ranked the best-sold home appliance by TWICE.
It is widely known that the USA is a resort of worldwide recognizable brands and obviously it is not easy for Haier to enter American market for refrigerator distribution. Haier management believes that customer needs satisfaction and market demand concentration are Haier¡¯s advantages. Since Haier entered the USA market, Haier has established a design center to study the needs of American consumers. An example is Haier compact refrigerator with a computer desktop. When visiting Columbia University and The Wharton School in Pennsylvania, Haier CEO Zhang Ruimin found out that Haier compact refrigerators were well sold. He sent some designers to the USA for a market survey and many college students were found lovers of Haier compact refrigerators as they could place stuff on the top of the refrigerator. Inspired by this information, Haier invented a sort of refrigerator with a foldable desktop by the side. Based upon this idea, Haier designed another model of compact refrigerator with a computer desktop.
Haier Refrigerator has gained more market share and improved brand reputation by innovations. Statistics show that Haier has 50% market share in the United States for compact refrigerators and increased sales for mainstream refrigerators. Haier products have been distributed by Wal Mart, Sears and some other chain stores.
To satisfy increasing demands of American consumers, in March, 2000, Haier established a plant in South Carolina and a marketing center in New York, incorporating design, manufacture and distribution resources in the United States.
Haier¡¯s excellent deeds in American market have attracted attention in the world community and of course American media. ¡°Haier is so ambitious that it is leading many Chinese companies to globalize their brands,¡± reported the Business. Mr. Gerry Beatty, an editor of HFD, believes that Haier¡¯s success is a result of high product quality. Comparing with USA-made products, Haier appliances are of unique design and more functions. In a cartoon picture drawn by Clara Hood, an employee of Haier America see two trees, of which one represents Haier China and another Haier America, symbolizing Haier China and Haier America work closely for mutual business development.