My travel journal-marketing "on the ground"

Haier
Qingdao, China

In my tour, I find some new researches and these help to me deep discover Haier business detail.
Haier has huge factory campus in Qingdao; for a national company, Haier is the biggest company in Qingdao. So at this time, I will just show my experience in Haier Qingdao headquarters.


Haier Logo
Meaning is a Chinese boy and a Germanic boy.


Haier has a huge factory campus, approximately 35 buildings.



Haier has a university in factory campus called Haier University. This university is not open for society, just support OEC education for Haier employees.




Except the household appliance products, Haier also force on financial investment. This is other marking part.






This is the main building, it has 11 floors and the 6, 7, 8 floors are products showroom.




Innovation is the soul of Haier culture, the sentence was appears in the showroom’s gateway. And I felt that innovation is the key word in Haier’s marketing strategy.




Haier is the No.1 ranking household appliance company in China and ranking 25th in the world. The famous brand effect helps Haier increase product price and orientation.

Haier has a very good CEO called Zhang Ruimin. He was ranked 6th in fortune global Asia’s 25 most powerful people in business.

He helps Haier sharply increase 16 times for brand value at 14 years.

Haier tops the list of China’s most valuable brands and its while goods hold the largest share in the global market.

Haier has the different products and product positioning in every country. Haier invents and creates lots of future idea products.

Intelligent sink





Future 16 hours U-home experience (new community idea)
Every machine can use internet and have the same network to control.




That one design for Chinese Countryside.
This is a water heater, but it just design for pasture. Haier has real clear market strategy for especial market. Suck as East Asia, China countryside, USA, Italy and so on.

This refrigerator design for Italy and has the touch screen display and video message function.
So that is a good example for marketing strategy about innovation.

This TV is very interesting. It just support in USA market and sold in 2002. The design idea is from math, kids have to answer the question first and then watch TV.

Haier has the new market strategy about full family fitment and appliances design system. The strategy found in 2001.

Customer can tell Haier design group what they want, and Haier will support design idea and make all furnishings and appliances; finally, make sure the assembled is perfect. In short, everything from Haier.

Haier has 4 points goal for how to upgrade the overseas markets.

Conclusion:

Haier is a very successful company. At the second research time, we visited in Qingdao and I felt some different marketing strategies.
Haier has the different products in different Market positioning. Haier is a middle high level brand, but it still have a other top level brand called Casarte and design in Italy. So Haier can support different products for different customs. On the other hand, Haier’s holistic appliances selling plan help Haier get more market share.

I real interest the new market strategy about full family fitment and appliances design system. This system shows that Haier want to become an all-around family service company; and the meaning is that Haier want to get the furnish market. So if you buy a new house and you just need call Haier, then you can get a series of solutions.