HAIER Brand History

The Chinese manufacturer of household appliances Haier was established in 1984. During its existence this manufacturer significantly expanded the range of products and is currently considered one of the largest suppliers of high-tech equipment to the international market. Haier company represents 96 models with more than 15 thousand different models of the goods (washing machines, conditioners, microwave ovens, refrigerators, dishwashers, plasma panels, laptops, DVD players, LCD TVs, mobile phones and much more. .).

The history of Haier brand began long before its immediate origin. To support China's domestic market, it was decided to build a "Qingdao Refrigeration Plant". After the People's Republic of China was proclaimed in the late 1940s, the plant was nationalized and transferred to a state enterprise.

By the beginning of the 1980s, the debt account for almost 1.5 million yuan was on the plant's account, and the enterprise itself suffered from the results of the economic planning structure, the reasons for lack of proper control, weak management and destroyed infrastructure. The production volume fell sharply and very rarely exceeded the bar of 80 items per month. The enterprise was almost on the verge of bankruptcy.

After China opened up to the world market, many corporations began to look for partners here. And the German corporation (the leading manufacturer of refrigeration equipment of premium class) "Liebherr Group" was no exception. The German manufacturer and the Chinese "Qingdao Refrigeration Company" formed a joint venture, as a result of which the Chinese partner received modern equipment and advanced technologies. The production of refrigerators under the Qingdao-Liebher brand began.

Thanks to German technology and equipment in 1986, production again became profitable, with average annual sales increasing by almost 83%. Until 2000, sales reached already 40.5 million yuan (84 million only 3.5 million), and this growth is not less than 1155%.

Confidently entrenched in the domestic market, Haier is beginning to expand in pursuit of becoming a global brand. By the middle of the 90s, it opened production in the Philippines, Indonesia and Malaysia. By 2000, Haier already has its production in the US (South Carolina, Camden), and its total annual revenue is $ 7 billion. In the 2000s, the company acquired production facilities in a number of countries (Egypt, Pakistan, South Africa, Tunisia, Algeria, Jordan, Italy, etc.). According to "Euromonitor" in 2008, Haier was the second largest refrigerator manufacturer in the world after Whirlpool and the first in the domestic market of China. At that time, the company's share in the global home appliance market was almost 6.5%.

To date, Haier products have been successfully purchased by consumers in more than 160 countries. This manufacturer is one of the leading five of the 50 most competitive Chinese companies, and also occupies not the last place in the list of world brands having great influence.

To date, the company owns almost 9740 patents, almost 450 different international quality standards, almost 59 thousand trade representations, 29 factories, 10 industrial complexes, 20 own design institutes and 12 thousand service centers. The annual turnover of the Haier Group now exceeds 17 billion US dollars.