Haier

Haier Is the Famous Chinese Brand Name at the World Level. On September 3rd 2001, an article "An Expanding Chinese Enterprise", published by Richard Insburger Jr. on the American journal "New News Weekly", gave a good comment on Haier's achievements in implementing an internationalization strategy. The article says as follows. Haier is a leading enterprise in the Chinese household appliance industry and is famous for its innovation capacity. The company was established 16 years ago when Mr Zhang Ruimin, the CEO of the Haier Group, was required to rescue a refrigerator plant in Qingdao, Eastern China, from bankruptcy. Haier now has 30,000 employees (more than one tenth engaged in R&D) and 13 overseas factories ( including one in South Carolina) and its exports are expanding rapidly. The article also pointed out, in many glamorous stories about China's economic growth, transnational Chinese companies are absent; there has not a single large Chinese company who has erected its own brand name on the global market until Haier changed this.