How ceo zhang ruimin reinvented haier – three times over september 2, 2014 by neelima mahajan bill fischer, author of reinventing giants , on how ceo zhang ruimin transformed haier from a lumbering giant into the world’s largest white goods manufacturer—and a world-class brand. This case study examines the haier roadmap to transform a chinese household name to a global brand, and examines the effectiveness of product diversification and design strategy in its global expansion. According to the 2015 best chinese brand value ranking released by interbrand, a world-leading brand consultancy firm, haier group is ranked no1 among household appliance brands for the 4th consecutive year, with its brand value reaching rmb 7879 billion yuan, up 8% from last year.
Home » haier: how to turn a chinese household name into a global brand haier: how to turn a chinese household name into a global brand hbs case analysis this entry was posted in harvard case study analysis solutions on by case solutions. This case study explores haier's roadmap in transforming itself from a chinese household name to a global brand, and examines the effectiveness of its product diversification and design strategy. Image caption few chinese brands have become household names outside china chinese companies are extending their reach around the globe to purchase foreign technology, managerial talent and. As of 2008, haier was the world's fourth-largest appliance maker - and the first chinese company to create jobs in the us by opening a camden, south carolina branch in 2001.
The haier powerpad is a concept device shown at sinoces which captures the energy contained within the water that runs off our bodies every morning in the shower, and returns said energy to the. Haier: taking a chinese company global in 2011 haier: taking a chinese company global in 2011, chinese version haier: taking a chinese company global haier: how to turn a chinese household name into a global brand managing performance at haier haier in india: building presence in a mass market beyond china haier in india: building presence in a mass market beyond china michael jemal ceo haier. Chinese industry haier and higher the radical boss of haier wants to transform the world’s biggest appliance-maker into a nimble internet-age firm.
When haier group set its sights on entering the us market in 1999, it took a year before executives at the chinese appliance maker secured a meeting with retailer wal-mart stores inc to show. Haier is trying to build a global name from scratch, but most chinese companies don't understand branding” whether this deal will turn tcl into another samsung is doubtful. The haier group is one of the world’s leading appliance makers the man credited behind its success is no other than ceo zhang ruimin read on to learn how he transformed the once-bankrupt company into a global force it is today. Some chinese companies also have chosen to acquire american-owned brands and keep the original brand names rather than market their own names to us customers.
Haier’s international business framework encompasses a global network of design, procurement, production, distribution and after-sale services today, haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centers and over 58,000 sales agents worldwide. Haier group (a) case solution & analysis posted on by case solutions haier: taking a chinese company global haier: how to turn a chinese household name into a global brand haier: taking a chinese company global in 2011 top case study solutions excel xls files. The graph shows the revenue of haier electronics group from 2009 to 2017 in 2017, haier electronics had generated a revenue of approximately 788 billion yuan. Haier group corporation is a chinese collective multinational consumer electronics and home appliances company headquartered in qingdao, shandong province, china it designs, develops, manufactures and sells products including air conditioners , mobile phones , computers , microwave ovens , washing machines , refrigerators , and televisions.
While an increasing number of overseas investors swarming into china, the world's largest potential market, chinese entrepreneur zhang ruimin is doing the opposite. Haier chief executive zhang ruimin told his close friends “this may be haier’s last and best chance to get into the us market”, according to a person close to zhang, who turned haier, a. Haier says it is the world's biggest large household appliance brand, with a 102 percent global market share, and also has businesses in communications, logistics, finance and real estate. While these companies have yet to become household names in the united states and elsewhere, they've embraced marketing and brand-awareness to a degree unusual for a chinese firm.
In 2011, haier was ranked the world's no 1 global major- appliance brand for a third consecutive year by euromonitor international, a london-based business intelligence company. Build a local haier brand in each geographic area all around the world it is on the way to integrate global resources to satisfy consumers' needs all over the globe. Mark 2014 as the year the tide started to turn the brand value tide this year, we see a lot of talk devoted to the just-released fact from the interbrand’s best global brands report that both.
Haier started its efforts to go global in 1989 by exporting niche products in 2006, haier said it planned to launch a new global development strategy to bolster its global brand awareness. Beijing-- haier group, the world's biggest home appliance maker, is buying general electric co's appliance business for $54 billion to expand its us and global presence. Credit for haier's success goes to ceo zhang ruimin market share haier continues to extend its global brand market share to 86% (with an increase of 08 points compared to 2011) accomplishments: •#1 in global major appliances 2012 brand rankings for the fourth consecutive year. Only chinese name brand among the world's 100 most recognizable brands in a global name brand list edited by world brand laboratory [xinhua, 2004] the 20-year old haier had built a network composed of 18 design centers.