Report on Haier Entering Overseas Market

What are the three most important experiences that Haier has acquired in the

overseas market?

1. Introduction

Haier is a Chinese multinational consumer electronics and home appliances company which

was founded in 1984 and is headquartered in Qingdao, Shandong, China.

In 1994 the US gets targeted as an overseas market whereas Europe is step by step taken

up on the following years. With a formation of the Overseas Promotion Division in 1999 Haier

is striving for a successful penetration of the overseas market. They are determined to

become the world’s number one brand for white goods.

2. Challenges faced in the overseas market

Haier finds a saturated and foremost developed market in the US with brand leaders such as

Whirlpool and GE. Moreover US-Americans are found to be very specific about their

household preferences going for handy freezer solutions since frozen food is a very common

way of storing food in the US.

Looking towards Europe, countries can be found to be very diverse and differing in needs,

expectations and taste. French people prefer toploading washing machines to frontloaders

and Germans are very attentive to details.

India as an emerging market is found to be difficult for identifying distribution channels.

Distributors cannot be identified clearly which makes a market penetration more difficult.

Whereas main chain stores are easy to identify in other countries, India needs a different

approach to reach as many consumers as possible and increase the brand popularity,

3. Haiers approaches

Typically:

Chinese manufacturer exported

products under an original equipment

manufacturer (OEM) client brand .

Haier:

Marketed in Germany by a company calles

Liebherr in 1991; Haier beat Liebherr in a blind

test  time to

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