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Haier marches on in int'l market

By Ju Chuanjiang (China Daily)
Updated: 2007-03-13 17:02

Haier Group, one of China's leading home appliance makers, will continue to implement its "global strategy" to capture a bigger share in the overseas home appliance market.

"Since the initiation of the strategy last year, we have developed a sound overseas production and sales network. But there is still a long way to go for us to reap a lion's share of the global market," said Haier President Yang Mianmian.

So far, Haier has built 13 production bases, eight design centers, 22 trade companies and more than 45,800 sales centers in Southeast Asia, South Asia, North America and Europe, since the establishment of its first joint venture in the Indonesian capital Jakarta in early 1996.

The Haier Refrigerator Manufacturing Center, set up in the United States in early 1999, is Haier's largest production base in the overseas market and the largest Chinese-invested company in the US.

Yang revealed that the company expects to have 20 production bases in other countries and regions by 2010.

Haier's cooperative partners visit Haier's plant in Pakistan.

She added that Haier has realized an annual growth rate of more than 40 percent in the global market since 2000.

In 2005 alone, the company's sales revenue hit about $12.8 billion, of which the overseas market contributed about $2.9 billion.

Haier is expected to realize sales revenue worth $13.9 billion in the global market (including China) in 2006, company sources said.

In the US market, Haier products have entered the country's top 10 home appliance sales centers.

Strategic partnerships

In Europe, Haier has also established strategic partnerships with 12 chainstore groups, helping boost China's top home appliance brand in the region.

Meanwhile, Haier has carved out a 30 percent share in Pakistan's home appliance market since its entry four years ago. It has also set up an industrial base in the South Asian country.

After robust performance in the global market in recent years, Haier has established a series of partnerships with overseas counterparts.

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