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.............................. Haier Group
Logo and Trademark..............................
Haier (Chinese: 海尔; pinyin: Hǎiěr) is a producer of household appliances ("white goods"), including air conditioners, laptops, refrigerators, etc. Its headquarters are in Qingdao, Shandong, China. They are now the third largest white goods manufacturer in the world. Haier Group reported sales of over $12 billion across all divisions in 2005. Haier's history begins long before the actual founding of the company, in 1920's Qingdao where a refrigerator factory was built to supply the Chinese market. After the 1949 establishment of the People's Republic of China, Haier was then taken over and turned into a state-owned enterprise. By the 1980s, the factory was in debt for over CNY ¥1.4 million and suffered from dilapidated infrastructure, poor management, and lack of quality controls; resulting from the planned economic system and relevant policies. Production had slowed to a trickle, rarely surpassing 80 refrigerators a month, and the factory was close to bankruptcy. In desperation, the Qingdao government turned to a young assistant city-manager, Zhang Ruimin, responsible for a number of city owned appliance companies. Zhang was appointed the managing director of the factory in 1984.
Its place in the domestic market secure, Haier moved onto the international stage with the goal of building a global brand name. The company opened a production facility in Indonesia in 1996, and the Philippines and Malaysia in 1997. Haier's move into the U.S. market was cautious at first; it focused upon two niche markets in compact refrigerators and electric wine cellars. Both markets were underdeveloped, but Haier believed that they both had growth potential and were being largely neglected. The company's sales figures soon proved this belief correct, allowing Haier to firmly establish itself in its US niche.
With this success, Haier looked to make further inroads in the North American market by moving into the full-sized refrigerator category. This would bring it into direct competition with established American giants: GE, Whirlpool, Frigidaire, and Maytag; not to mention foreign competitors like LG and Samsung. As part of its strategy, Haier decided to build a production facilty in the United States at Camden, South Carolina, opened in 2000. By 2002, US revenues reached USD $200 million, small when compared to its overall revenue of $7 billion, but Haier set an ambitious sales goal $1 billion and 10 percent of the US refrigerator market. Also in 2002, Haier moved into the Landmark Building in downtown Manhattan. Formerly the headquarters for the Greenwich Bank, the 52,000 square foot building was built in 1924 in the neo-classical style.
Haier continued its expansion into other international markets as well. Production facilities were constructed in Pakistan in 2002 and Jordan in 2003, greatly strengthening its position in the Middle East market. In Africa, Haier has plants in five countries: Tunisia, Nigeria, Egypt, Algeria and South Africa. The company also purchased a factory in Italy, as part of its continued drive into the European market. Haier has been successful in placing its products in most major European retail chains, either under its own brand or under OEM agreements with foreign partners.
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