Haier Rules

Qingdao based Haier was recently ranked as the number one major appliance brand in the world for the third consecutive year by Euromonitor International, a leading consumer market research group. Originally founded in 1984 as a joint venture making refrigerator freezers under the name Qingdao Liebherr, Haier is today one of China’s best brands and a success story of the economic reform championed by Deng and Co. in the 1980’s.

The name Haier has been in use since 1991 when the company re-branded and re-booted en route to becoming the multinational mechanical juggernaut it is today. Haier headquarters in China are in Qingdao on the 308 Highway at the intersection of Haier Lu in Laoshan district. Former Red Guard, current Haier CEO, and Qingdao native Zhang Ruimin has been heralded as an organizational guru and business mastermind. Haier’s product portfolio features home appliances and electronics including mobile phones, fridges, air conditioners, televisions, and PCs. Here in Qingdao, Haier has been active in real estate development.

Haier was the first Chinese company to build a manufacturing facility in the United States. The company purchased an historic building in New York for their corporate home in 2000 and renamed it the Haier Building. The world’s top home appliance brand is poised to enter the American consumer electronics market in a quest to go “Haier and Higher”. Haier has over 70,000 employees worldwide with global revenues of 135.7 billion yuan RMB (20.7 billion USD) in 2010.

More info on Haier being recognized as world’s top home appliance brand from PR Newswire:

Haier announced today that Euromonitor International, the global leader in consumer market strategy research, has again ranked Haier as the number one major appliance brand in the world with a 7.8% retail volume share in 2011 marking the third consecutive year Haier has been given this honor. It also signifies a 1.7% growth for Haier in global brand market share from 2010.

Haier also gained the top position again in several product categories, as well as becoming first this year in a new category, evidence that Haier is not only strengthening but expanding as its presence as it grows globally. Haier’s top product rankings include:

Refrigeration Appliances:

• Haier is the number one manufacturer of Refrigeration Appliances in the world with 16.5% retail volume share, up 3.9 points from 2010.
• Haier is number one brand of Refrigeration Appliances in the world with 13.7% retail volume share in 2011, up 2.9 points from 2010.

Freezers:

• Haier is the number one Freezer manufacturer in the world with 16.8% retail volume share in 2011.
• Haier is the number one Freezer brand in the world with 16.7% retail volume share in 2011.

Home Laundry Appliances:
Haier is the number one brand of Home Laundry in the world with 10.9% retail volume share in 2011, up 1.8 points from 2010.

Electrical Wine Cooler/Chiller:
Haier is the number one brand and manufacturer of Electrical Wine Cooler/Chiller in the world with 16.1% retail volume share in 2011, up 1.3 points from 2010.

Haier is not only reaching the top spot in so many product categories but making significant gains each year in those categories is evidence of the world’s growing trust and confidence in Haier’s quality and value through the innovative, tailor made products and services it offers them worldwide. Haier’s first ever ascension into the top of Euromonitor’s Freezer rankings shows that a growing number of customers are choosing a wider selection of Haier products to meet their needs.

“Year after year, we are finding that Haier’s commitment to creating home solutions through our innovative tailor-made products are being realized by more and more people worldwide as they learn that they can count on Haier’s wide range of products to give them the quality, and value they need,” said Ms. Zhang Tieyan, Director of Haier Global Branding Operation. “The fact that Haier has reached the top of Euromonitor’s rankings for three years in-a-row in an expanding number of categories shows Haier’s commitment in meeting those needs. As Haier continues to grow globally, we aim to bring even more solutions to people across the globe,” said Zhang.

Relevant Links:
Haier Official Website
Haier on Wikipedia