Haier’s History. Qingdao Fridge Factory A deficit of 1.47 million rapidly One type of product Less than 800 factory workers. Haier's Status Quo. One of the biggest white goods company 42 types of specifications for more than 8600 varieties of brand-name products group
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White Goods Industry
Being used to reduce the burden of endless housework and improve the quality of people’s life
Six product categories
The importance of white goods in people’s daily life.
Diversity of market players
The market will be divided into more different categories as consumers require more functional products.
Technology will play an even more important role in innovation of products.
30 franchised stores & 5500 sales points
- enough time to prepare
the fourth largest white goods producer in the world
operates in over 30 countries with employees over 50,000
products are sold in more than 160 countries in global
Had a global turnover of ¥118 billion (about $16.2 billion dollars) in 2007
Once relied on technology from German companies
has made technology innovation as its main task and pay millions dollars in R&D of new high-tech products
The technology achievements are soon transferred into advanced products
“1000-day information management innovation”
Important Issue: a lack of focus
improve the effectiveness and efficiency
pays much attention of its advertising and public relations in order to build up a deep-in-mind brand image in global market
such as Televisions, Video, Phones and Audio and so on
Strength-electronics e.g. Video, Cameras
another part of conducts e.g. cell phone
1, total revenue $1.62 billion in 2007
2, government e.g., Maytag in June 2005
3, market and ‘made in China’