Haier's Marketing Strategies in India

By 2004, Haier had emerged as the second largest home appliances brand in the world, next only to Whirlpool, manufacturing household electrical appliances in 96 categories with 15,100 specifications. The company had six manufacturing facilities in China and 13 facilities across the globe including the US, Europe, Middle East, Africa, and South Asia and the sales network was spread across 166 countries.

In 2003, the total turnover of Haier group stood at US$ 9.2 billion, which increased to US$ 12.2 billion by 2004. Haier was the only Chinese brand to make it to the list of the World Brand Laboratory's 100 most recognizable brands in 2004.

In 1984, Zhang Ruimin (Zhang), a bureaucrat with the local government took over the reins of the company and announced that his goal was to make it the best refrigerator manufacturer in China. Zhang realized that the employees of Qingdao General were not bothered about either the quality of their products or about customer satisfaction. Realizing that he would have to take quick action to set things right, he began importing technology from German company Liebherr in 1985 in order to manufacture refrigerators that were technically superior to the ones being manufactured in China. Zhang said, "From speaking to the Germans, I realized that the quality of the goods represented not only a company, but the whole country.