Welcome to Haier
Haier is a Chinese multinational consumer electronics and home appliances company headquartered in Qingdao, Shandong, China. Its products include air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, and televisions.
Haier has been providing customers with high quality products for 30 years and is the number one brand of Major Appliances in the world with 11.6% retail volume share in 2013.
Haier is dedicating to providing customers with innovative and smart products to better meet their needs. It all starts with its corporate philosophy, a credo based on delivering quality, design and innovations.
For Haier, their customers’ needs are most important when it comes to product development and design. This is why they have 24 manufacturing bases and 21 industrial parks in Europe, North America, Asia, the Middle East and Africa.
Haier global presence allows it to localize their production and build high-quality products tailored to local needs. With 5 Research and Development centers around the world, Haier is equipped to stay on top and meet our goal of providing a large range of durable products.
Marketing strategy in Haier
The mass customization process in Haier group was first implemented in the field of integral ambry and kitchen facilities. Established in 1997, Haier kitchen facility was the first firm in the domestic proposed the selling concept of “the ambry of home appliances and one-stop service”. Haier introduced customized ambry to the market with high quality of integral kitchen according to each specific customer’s requirement and the after sale custom service as well.
In August 2000, Haier group first introduced the concept of “custom refrigerator” and transformed from the traditional slogan “you buy my production” into “your design, my production”. In order to meet the personalized requirements of customers, Haier group launched Haier store on the web site, personalized needs for consumers with customized program. Only with a month since Haier launched “custom refrigerator”, they received up to 100 more orders from the online official flagship store.
In addition to the refrigerator market, Haier also had the breakthrough into the washing machine and air conditioner and other products. For instance, the rural residents in Sichuan province often use washing machines to wash potato, sediment are easy to block the water outlet, therefore, Haier designed a potato “washing machine” specifically for the people lived in Sichuan. The customers in the Middle East required heat-resisting air conditioner; France customers were fond of removable air conditioner, etc. In 2001, Haier had been able to meet the needs of users from 68 countries and regions of special orders, and there were 12 series of products which have reached the amount of nearly 500 varieties.
At the beginning of 2014, Haier introduced an app named Chinese Zodiac for the prediction of 2014 for customers in UK. The activity was processed through social media such as Facebook, Twitter and so forth. The main intention was to build up brand awareness of Haier, make more people know about this brand and its culture, which was also a marketing approach to come close to potential customers.