Localized approach gives Haier an overseas edge

Haier Group, headquartered in Qingdao, Shandong province, has become the world's leading provider of consumer-friendly electronic home appliances and services.

The recent Global Home Electronic Appliance Survey Report released by Euromonitor, a global consumer market research institute, showed that Haier's retail sales volume of white goods accounted for 9.7 percent of the global market sales in 2013. It is the fifth consecutive year that Haier's white goods took first place in the global market.

To meet wide ranging demands, the products Haier has invented and developed cover almost all home electronic appliances varieties. The five brands under Haier have different market strategies according to varied regions and market positions.