Haier

Haier's success at New Zealand Market From a report titled Participation in Globalization published on Liaowang (Outlook Weekly) issued by China News Agency, Haier's achievement in New Zealand Market for home appliances sales was taken for the 2002 Case Studies of successful Chinese enterprises in the world. It was reported that by the end of September, 2002, Haier products were first marketed in New Zealand and well sold, attracting sensation of local consumers. New Zealand has well developed market economy. 75% of the local home appliance market is occupied by the native F Company. S Company of Korea once promoted sales in New Zealand at very low prices and was levied a 40% antidumping tax by New Zealand government and finally had to withdraw from this country. After Haier started sales in New Zealand, F Company studied Haier products to seek evidences for antidumping claims. At last, what the F Company found was the evidences demonstrating not possibilities to claim for antidumping penalties, but Haier excellent product quality. The article believed that the recognition of New Zealand consumers on Haier products was the success of Chinese enterprises in the competition with overseas companies in the mature market economy.