Haier

The Way to Broadway, New York In an interview following the Haier Building's opening-up and cutting ribbon ceremony, Zhang remarked that Haier buying the New York's landmark and turning the building into its new headquarters for the US market is a essential leap in the implementation of Haier's overseas strategy and this purchase shows that there is a recognition of Haier on the US market, and it also represents Haier's commitment to the US market, that is, Haier will be rooted in America and bloom. The Haier Building will live permanently, he added. Haier, which first began exporting refrigerators to the US from its headquarters in China's northeastern port city of Qingdao in 1992, is increasingly recognized by consumers in the world's most developed country. In 1999, Haier established the Haier America Trading LLC and built a fridge manufactory in Camden, South Carolina, in the hope of tapping the market by offering high grade and differed products. Haier claimed it has completed its localization strategy in the US, an integrated system of design, manufacture and sales. "What is the greatest difficulty you have faced in the US market where there are numerous arch rivals against you," a question raised by a Fortune magazine's reporter who interviewed Zhang Ruimin during the Haier Global Chief Executives Meeting of March 4. It is how to let US consumers recognize Haier products, said Zhang Ruimin. Haier shall win over consumers bit by bit through offering them both solutions to solve the problem perplexing the end-users and differed products. Gerry Beatty, editor with HFD, an authoritative magazine on home appliances in the US, said Haier's success is originated from the high quality of its products. In comparison with their US counterparts, Haier's products are novel in design and more functional. Haier's products are the best advertising of Haier itself. When one is going for another brand and passing by Haier products, he will be strongly attracted by them and stop. A article titled "Whirlpool, Watch Out!" in the American Time magazine on January 28 2002 said "Haier landed on the US mini-refrigerators market at a flash speed. Several years ago, Haier noticed that students in American colleges wanted their refrigerator locked and Hotels expected their icebox with defrosting function. Haier made it and sold its products at a good price. The company take a market share of 40% in the US and overtook Sanyo." Today, Haier products are already on the shelf of eight of the US's top ten chain retailers. Haier has launched in the US market nearly 100 products with more than 200 versions. Its innovative speed let the American appliances makers feel a great pressure. Both Haier mini-refrigerators and liquor cabinets are now very popular in the U.S. markets, holding a market share of 50% and 60% respectively. Haier liquor cabinet is regarded as a product with no rivals in the world, according to Milton Kotler, the worldwide-renowned sales master. In 2001, Haier sales volume of appliances in the U.S. totaled US$140 million, ranking fifth among the home appliances manufactures in the country. It plans to bring the sales volume over US$ 1 billion in three year. Haier's entry into the U.S. market means that it is seeking to be among the leading brands in the country. The opening-up of the Haier Building gave the American public a confidence that the Haier brand will be rooted in the land for a long time. More and more American consumers will accept Haier. The key is that they consider Haier a real "Made in the U.S."