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About Haier

COMPANY PROFILE

May 2013

Haier Appliances (India) P. Ltd

Haier India is a 100 percent subsidiary of Haier Group, which is one of the fastest growing consumer durables companies in the world. Haier is world’s no. 1 brand of Major Appliances*. Haier is also world’s no.1 brand in Refrigeration appliances and Home Laundry appliances. The company initiated its commercial operations in January 2004. Its launch in India started with innovative products which were designed keeping the day-to-day customer needs in mind -- products that will transform the customer's everyday living into inspired living. Haier India is known for its launch of BMR technology for the first time in India followed by the Double Drive which was a patented technology.

 
In August 2007, Haier acquired a manufacturing facility, located at Ranjangoan in Pune district of Maharashtra. Spread over 40 acres of land, the plant has capability to manufacture Refrigerators, CTVs and Washing Machines. Haier is upgrading the new facility with state-of-the-art equipment' to create a Research & Development facility for refrigerators. Haier is in the process of setting up a new line at its Pune facility to start producing air conditioners and washing machines by the end of 2010. It will also provide additional capacity to produce refrigerators at the plant. The facility was acquired as a part of purchase of appliances business of Anchor Daewoo Industries Limited by Haier India.
 
Haier adopted an aggressive marketing strategy in the year 2010 to reinforce its strength and spread across product categories and consolidated its position as the No.1 brand in major appliances, Refrigeration and Home Laundry Appliances brand in the world. In 2010, Haier grew significantly each quarter across all product categories and consolidated its position as a brand which has pioneered in path-breaking technology, innovation combined with great emphasis on customer care. Haier today offers a host of world class products and has a presence in almost all segments of home appliances and consumer durables. The company offers a wide range of products to the Indian market which are designed and developed keeping in mind the Indian consumer requirements and lifestyle.
 
To reiterate the company’s plans to further strengthen and consolidate the brand image in India, Haier unveiled a Brand campaign titled “You Inspire Us” in the beginning of 2010. The campaign was a tribute to the wealth of knowledge that the Indian consumer possesses which has inspired many technological and innovative changes in the products to suite the consumer needs and preferences. Later in the year, Haier announced John Abraham as their Brand Ambassador in India.
 
Since its entry into India, Haier has launched a wide range of consumer electronics and home appliances like LED/LCD TV’s, Water Heaters, Refrigerators, Wine Cellars, Washing Machines and Small Appliances. In the beginning of 2011 Haier announced its entry into three new product categories in India viz. Laptops, Home Theatres and Cameras. The company also announced its renewed focus on the microwaves and dishwashers category with new offerings. 
 

About Haier Group

Founded in Qingdao, China in 1984, Haier has grown from a small plant close to bankruptcy into a global group with an annual turnover of 163.1 billion yuan (2012). It has five R & D centers, 61 trade companies, 21 industrial parks and over 80,000 employees worldwide, with its customers spread in over 100 countries and regions. According to the data released by Euromonitor, an authoritative consumer market survey agency, Haier has topped the list of global home appliance brands for four consecutive years and ranked 8th on the list of the "Most Innovative Companies 2012" released by The Boston Consulting Group.

Haier aims to create a world famous brand in the age of the Internet, which features satisfying the personalized needs of users in a short time. What such a business needs is large-scale customization rather than massive production. Taking this opportunity provided by the Internet, Haier addressed this challenge and actively explored and practiced the “Win-win Mode of Individual-Goal Combination”. Through “Inverted Triangle” organizational innovation and “End to End” ZZJYT construction, it realized the transformation from “selling products” to “selling services” and fostered differentiated and sustainable competitive advantages.

Trend-leading R&D advantages ---- The Haier’s patent applications total over 10,000- ranking first among Chinese home appliance firms. Haier takes the lead to make breakthroughs in international standards. It participated in the drafting of 51 international standards, 27 of which have been issued and implemented. The company boosts the export of the entire industry chain through standard output.

Zero-distance virtual and practical network combination ---- Haier has enormous marketing network advantages in China. In full combination with the Internet, it developed the competitiveness of catering to the demand of consumers in the quickest time via “zero-distance virtual and practical network combination”. “Virtual network” refers to the Internet, which forms customer loyalty through online communities; “Practical network” refers to the marketing network, logistic network and service network, which helps realize the quickest delivery. Therefore, a lot of world-noted brands commission Haier to manage part or all of their sales in China. In the meantime, Haier utilizes their channels overseas to sell its products. With resource exchanges, Haier speeds up the pace of entering the world market.

Zero inventory with on demand manufacturing and delivery ---- Giving up the traditional product-oriented development pattern, Haier adopts the user-oriented large-scale customization of “on demand manufacturing and delivery”, realizing “zero inventory” and “zero accounts receivable”. On the basis on working capital zero loans, Haier’s cash conversion cycle reaches minus 10 days.

In future developments, to meet demand in the era of the Internet, Haier will place emphasis on U-Home integration, try to control the say on patent standards, further improve global marketing networks and create more user resources. Meanwhile, the company will integrate worldwide R&D, production and sale resources with the “3 in 1” localized mode so as to create an international brand.

While devoted to its development, Haier actively fulfils its social responsibilities, assisting in the building of 144 hope primary schools and producing the 212-episode children’s science cartoon Haier Brothers. Haier was the sole consumer appliance sponsor for the Beijing 2008 Olympic Games.

Founded in 1984, the Haier Group has been dedicated to innovation and creating a world famous brand over the past 27 years. Originally a small collective plant on the verge of bankruptcy, it has now grown into an international group which has more than 70,000 employees around the globe and realizes a turnover of 150.9 billion yuan in 2011. Haier has risen to be the world’s No.1 brand of consumer appliances.

Haier aims to create a world famous brand in the age of the Internet, which features satisfying the personalized needs of users in a short time. What such a business needs is large-scale customization rather than massive production. Taking this opportunity provided by the Internet, Haier addressed this challenge and actively explored and practiced the “Win-win Mode of Individual-Goal Combination”. Through “Inverted Triangle” organizational innovation and “End to End” ZZJYT construction, it realized the transformation from “selling products” to “selling services” and fostered differentiated and sustainable competitive advantages.

Trend-leading R&D advantages ---- The Haier’s patent applications total over 10,000- ranking first among Chinese home appliance firms. Haier takes the lead to make breakthroughs in international standards. It participated in the drafting of 51 international standards, 27 of which have been issued and implemented. The company boosts the export of the entire industry chain through standard output.

Zero-distance virtual and practical network combination ---- Haier has enormous marketing network advantages in China. In full combination with the Internet, it developed the competitiveness of catering to the demand of consumers in the quickest time via “zero-distance virtual and practical network combination”. “Virtual network” refers to the Internet, which forms customer loyalty through online communities; “Practical network” refers to the marketing network, logistic network and service network, which helps realize the quickest delivery. Therefore, a lot of world-noted brands commission Haier to manage part or all of their sales in China. In the meantime, Haier utilizes their channels overseas to sell its products. With resource exchanges, Haier speeds up the pace of entering the world market.

Zero inventory with on demand manufacturing and delivery ---- Giving up the traditional product-oriented development pattern, Haier adopts the user-oriented large-scale customization of “on demand manufacturing and delivery”, realizing “zero inventory” and “zero accounts receivable”. On the basis on working capital zero loans, Haier’s cash conversion cycle reaches minus 10 days.

In future developments, to meet demand in the era of the Internet, Haier will place emphasis on U-Home integration, try to control the say on patent standards, further improve global marketing networks and create more user resources. Meanwhile, the company will integrate worldwide R&D, production and sale resources with the “3 in 1” localized mode so as to create an international brand.

While devoted to its development, Haier actively fulfils its social responsibilities, assisting in the building of 144 hope primary schools and producing the 212-episode children’s science cartoon Haier Brothers. Haier was the sole consumer appliance sponsor for the Beijing 2008 Olympic Games.

 
 

GROUP PROFILE

 

The Haier Group is the world’s 4th largest white goods manufacturer and is the leader of China’s Top 100 Electronics and IT companies. The Haier Group is China ’s largest home appliance brand and one of the world’s leading white goods home appliance manufacturers. Haier was founded in 1984 in Qingdao, Shandong Province, China and manufactures home appliances in over 15,100 different specifications under 96 categories. By April 2006, the Haier Group has obtained 6,189 patented technology certificates and 589 software intellectual property rights. Haier products are sold in over 100 countries. Haier is the official Home Appliances Sponsor of the Beijing 2008 Olympic Games.

 

Global Branding Strategy

Haier’s global branding strategy aims at positioning the company as a local brand in different world markets in conjunction with enhanced product competitiveness and strong corporate operations. Haier’s international business framework encompasses a global network of design, procurement, production, distribution and after-sale services. Today, Haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centers and over 58,000 sales agents worldwide.

 

In China, Haier’s 4 leading product categories - refrigerators, refrigerating cabinets, air conditioners and washing machines - have over 30% market share. In overseas markets, Haier products are available in 12 of the top 15 chain stores in Europe and 10 leading chain stores in the USA. Haier is now approaching its goal of being “local” in American and European markets via localized design, manufacturing and sales processes. In addition, Haier has set up production facilities and plants in the USA, Italy, Pakistan, Jordan and Nigeria.

Haier’s innovative management principles, such as Haier’s OEC management model, “market-chain” management and “individual goal combination” – a system of assigning incentives-based responsibility to staff to ensure the quality of products delivered to their customers – have gained high recognition among international management institutes. Haier business case studies are included in the text books of Harvard University, University of Southern California, Lausanne Management College, European Business College and Kobe University.

 

Services

With the concept of “customers as the foundation of growth”, Haier provides a one-stop star service to its customers. In a joint survey conducted by the China Consumer Association and the China Enterprise Research Centre of Tsinghua University on China’s domestic durable commodities for 2003 and 2004, 8 of Haier’s product categories were ranked No. 1 for customer satisfaction and overall satisfaction. Best-of-breed service solutions to its customers. Haier’s service system runs throughout the production process from product design, production, manufacturing, to pre-sale, under sales and after sales service. Since 2002, Haier has successfully established a network of over 5,000 domestic professional service suppliers to deliver timely customized service.

Partners

Haier has established an extensive sales network around the globe. Key partners in perspective markets include:

China : Strategic alliance with Suning and Gome chain stores

America : Cooperation with TOP 10 retailers, e.g. SEARS, Lowe's, HOME DEPOT,

Best Buy, PC-Richard, Wal-Mart, Sam's, Costco, Brands Mart and Target

Japan : Cooperation with TOP 10 retailers, e.g. YAMADA, KOJIMA and JUSCO

Europe : Cooperation with KESA, Media Market and Carrefour

 
 

Board of Directors

Chairman and CEO: Mr. Zhang Ruimin

President: Ms. Yang Mianmian

Vice Chairman: Mr. Wu Kesong

 

CERTIFICATION & ACHIEVEMENT

26 10 2011

 

Haier Tops "Most Potential Chinese Brands"

April,1992, the first in China to get ISO9001

Aug.,1996, the first in China to get ISO14001

All the Cooling products sold in European market have CE and GS certification

 

RECOGNITION

Ranked 86th among the world’s 500 Most Influential Brands by world Brand Lab in 2006. Only Chinese brand to be ranked in top

 

100 for three consecutive years

Ranked 1st among Chinese brands with the most potential by Glebors Global Financial Reports of Canada, 2006

Ranked 1st among China’s Top 10 Global Brands by the Financial Times in 2005

Ranked 1st among China’s Top 10 Global Brands by China State Bureau of Quality and Technical Supervision (CSBTS) for

 

refrigerators and washing machines in 2005

CEO Zhang Ruimin ranked 26th among World’s Most Respected Business Leaders by the Financial Times in 2005

CEO Zhang Ruimin ranked 6th among Asia’s 25 Most Powerful People in Business by Fortune magazine in 2004

Received a World Climate Award from the United Nations Development Program and the US Environment Protection Administration in 2000

As per Euro-monitor International (the global leader in consumer market strategy research) survey 2011

Haier is the number one Major Appliance brand in the world with a 7.8% retail volume share in 2011 marking the third consecutive year Haier has been given this honor.

 

 

The World’s 500 Most Influential Brands

Haier Ranks the 89th

Haier ranks the 89th of the Top 500 Most Influential Brands by the World Brand Lab,which is evaluated on the enterprise scale and marketing share. This ranking shows the competitiveness of Haier both in the market and in the industry.

 

HAIER INDIA VISION

To be the Most admired brand in India providing innovative, state of the art, user friendly products of lasting value to our customers, to make their today better than yesterday.

Haier among the top 20 most trusted brands in India, out of 16,000 brands operated in India(Source – Brand Trust Report – India Study 2011)

33 Branch offices and 28 Warehouses

09 Direct Service Centres and 277 Service Franchise

24 x 7 call centre

165 Haier Experience Centres/ Zones across the coutry