On December 16, 2021, Haier's annual partnership Summit for the Middle East and Africa region was held in Cairo, Egypt. The conference attracted the presence of nearly 200 partners from the Middle East and Africa, and more than 500 partners and Haier team to participate online.
Themed “transformation, leading and win-win”, the summit released Haier’s global strength, Haier Smart Home’s future development strategy and layout for the MEA region, and a full range of premium products to be launched in 2022. The display of a full range of products and on-site experience center were set up in the venue.
Li pan, vice president of Haier Group and overseas general manager, addressed on the meeting. In the future, Haier MEA will focus on five dimensions: brand upgrading, product upgrading, marketing upgrading, service upgrading and supply chain upgrading to keep upgrading the experience of local users.
Since 2020 when the strategic transformation of localized operation was started, Haier MEA has made a series of achievements in brand building. The local operation systems of Haier Egypt and Haier Saudi Arabia are running smoothly. The Haier Egypt factory opened in 2021 also provides capacity for future development; in August this year, Haier UAE also began localized operation, which has laid a solid foundation for the development of Haier Smart Home in the MEA region.
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In 2021, faced with many challenges, Haier MEA has gained a growth 4x the industry. Haier T-door refrigerator achieved the No.1 market share in Saudi Arabia; Haier’s CAC has become the exclusive AC supplier for the China Pavilion of the Dubai World Expo. Going forward, Haier MEA will focus on brand building, zero distance with users, pursue win-win outcomes with partners through innovation, and bring users one-stop smart home solutions covering all scenarios and a brand new smart scenario experience.
Impressed by Haier’s global competitiveness and its determination in brand building, many partners expressed their willingness for cooperation. Haier Smart Home’s MEA team will also accelerate the localization of Rendanheyi, and create new growth for Haier Smart Home’s overseas markets.