Haier

Sketching an International Enterprise with Localization Strategy, Haier Group E.. On April 10, the foundation stone laying ceremony of Haier (Pakistan) Industrial Park was held in Lahore. It is reported that Haier Group is the first foreign household electric appliances producer that has invested in Pakistan. However, Haier (Pakistan) Industrial Park is Haier Group's second overseas industrial park founded after the establishment of Haier (U.S.) Industrial Park. Haier Group received warm welcome from Pakistani governmental authorities. On the morning of April 11, 2001, Pakistani President Talare met at his presidential palace Haier CEO Mr. Zhang Ruimin and his company who made a special journey to attend the foundation stone laying ceremony of Haier (Pakistan) Industrial Park. President Talare expressed that he welcomed Haier's investment in Pakistan and that Pakistani government would provide Haier with convenience to facilitate its development in Pakistan as China and Pakistan are always on good terms. Haier (Pakistan) Industrial Park is located in Lahore and covers 150,000 square meters. It is co-established by Haier Group and the strong Pakistani R Group. The first construction phase of Haier (Pakistan) Industrial Park is targeted at the 1million annual capacity production lines of refrigerators, washing machines and air conditioners. When the first phase construction is completed, it will become the biggest, most diversified and most technologically advanced household electric appliances production base in Pakistan. The main construction project is to be accomplished in September. Presently, there is an increasing consumption demand for household electric appliances in the 170 million populated Pakistan, whereas, the household electric appliances in Pakistani market are mainly supplied by means of import. Prior to the establishment of Haier (Pakistan) Industrial Park, Haier products had entered Pakistani market and become popular with local customers for its reliable quality and special design. Haier's sales volume in Pakistan is increasing at the rate of 80% each year. Haier Group established its household electric appliances production base in Pakistan according to its international market exploring strategy of "winning the market and then establishing factory" and the ideology of "localized operation". It is reported that Pakistani governmental authorities of all levels react actively to Haier's establishing local factory in Pakistan and all the major newspapers have reported about the event. During his stay in Pakistan, Mr. Zhang was received by Pakistan Foreign Investment Committee officials, Pangop provincial governor and other important figures. They hope that Haier Group's project in Pakistan will develop fast and greatly so as to create more employment opportunities for the locals. It is also reported that Haier (Pakistan) Industrial Park will march to the south Asian market in addition to meeting the demand in Pakistan.