Characteristics: In order to adapt to the trend of integrated global economy, and to manage its worldwide brand, Haier group steps into the fourth developing strategic innovative phase from 2006: the strategy phase of global brand after the Brand Strategy Phase, Multi-Dimensional Strategy Phase and Internationalization Strategy Phase. The difference between international strategy and global brand strategy: international strategy phase is based on china, radiating to the whole world while global brand strategy is to create localized Haier brand in each market. The issue to be transacted for Haier implementing global brand strategy is to promote the products' and business management competitiveness to realize win-win profits with suppliers, customers and users. Transformed from unitary culture to multi-culture, Haier realized sustainable development.