Haier, one of the largest Home Appliances & Consumer electronics brand globally and world’s no.1 brand in refrigeration appliances completed its 30 years of successful journey in 2014. Haier’s 30th anniversary is the perfect opportunity to reflect on the unique success story behind a brand that has shaken up the global household electrical market.
In the year 1984, Haier group commenced its journey by taking a bold step of acquiring a Qingdao-based refrigerator factory with its 600 workers. Shortly, Haier realised that the quality in the product is missing and to emphasise the importance the company needed to place on quality. Reminiscing this incident, Mr. Zhang Ruimin, CEO of Haier Group said, “There is no A, B, C, or D quality; there is only acceptable and unacceptable. A focus on quality standards has not wavered in the 30 last years and this legacy will be further strengthened in years to come.”
The Haier Group today, employs 70,000 people and has considerable presence in more than 100 countries worldwide. The group boasts of five research and design centres, including that in Nuremburg in Germany and Compo Doro in Italy, with 8,150 employees dedicated to this part of the business. Since the very beginning primarily renowned for the high-quality white goods products has formed Haier’s DNA for years. Every appliance offers an element of uniqueness, making it a one of its kind device, which also makes Haier an unconventional brand.
Haier’s Global Business in Numbers in 2014
- In 2014, Haier Group global turnover have achieved 32.13 billion USD, up 11% from a year earlier; achieved profit of 2.4 billion USD, up 39% from a year earlier; profit growth was three times the revenue growth.
- In 2014, Haier Group realized 8.7 billion USD amount of online transaction with an increase of 2391% year on year.
Notable Milestones 1984: Founded in Qingdao, China, with a focus on commitment to quality.
1990: Achieved the U.S. UL Certification, giving a jumpstart to Haier’s global strategy
1999: Invested in America with the opening of a factory in South Carolina
2000: Launched 1st Room Air Conditioner
2001: The South Carolina government renamed a road Haier Boulevard in appreciation of the company’s contribution to the local economy
2002: First full size refrigerator rolled off the line in Camden, SC.
2003: Achieved #1 market share in compact refrigerators
2006: First ever range of Bottom mounted refrigerator were introduced for the Indian Market
2008: Recognized for key achievements and contributions to reducing the environmental impact of the 2008 Olympic Games in Beijing
2009: 2009 Euromonitor International recognized Haier as the #1 major appliance brand in the world
2010: Launched full Energy Star qualified stainless steel tub Dishwasher line
2011: Smarter Life Better Planet corporate social responsibility program launched
2012: Haier acquired Fisher & Paykel, SANYO Electric’s consumer electric appliances business in various countries
2013: Established a Research & Development Center in Camden, South Carolina, reinforcing its commitment to offering home solutions
2014: Revolutionary year for Haier with completion of 30 years globally and 10 years in India. Haier introduced I-AGE line of range of products inspired by internet age for India.
2014: A Revolutionary year 2014 has marked the 30th anniversary of Haier, from its founding in 1984. The year has been a year of immense success. Haier has also been ranked as the number one global home appliance brand for six years in a row in 2014, for multiple product areas including refrigeration, home laundry, freezers, plus wine chillers; based on the statistics of Euromonitor International, a world leader in strategy research for consumer markets. 2014 has been a momentous year for Haier India as well as the company completed 10 years of operations in India and received industry recognition by getting awarded for 'Competent Strategy Innovation and Leadership' by the global consultancy and research firm Frost and Sullivan.
In the same year, Bill Fischer, author of Reinventing Giants, marvelled at the transformation of Haier from a lumbering giant into the world’s largest white good manufacturers & world class brand.
Mr. Eric Braganza, President, Haier India commented on the journey saying, “2014 has been a year of occasions for the Haier group. While the company celebrated the completion of 30 years globally, Haier India also completed 10 years of operations in India. We attribute this success to our consumers who have put an incredible amount of trust in the brand over the years, which has enabled us to achieve this milestone.”
The 30 year journey so far, has established the company as a leading player in the global market and enabled the brand in establishing a stronger bond with the consumers, making it an integral household name. The brand’s focus for the next few years will remain on increasing and sustaining the digital engagement with the consumers – the internet generation and, creating engaging content/campaigns as well as, to further fortify the existing range of i-age products that are relatable to their lives hence, establishing zero distance with consumers.
About Haier Group Haier is a global leader in innovative smart living solutions. Its mission is to create home appliances that anticipate the fast-changing needs of consumers in more than 100 countries around the globe. With global revenues of US$29.5 billion and profit of US$1.76 billion in 2013, Haier is the world's largest home appliance provider by market share. Euromonitor International, the most respected provider of strategy research for consumer markets, has named Haier the number one major home appliances brand globally in terms of market share every year for the last five years. In 2012 the Boston Consulting Group named Haier one of the ten most innovative companies in the world.
