HAIER, Leading with Expert Innovation

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Haier is not just a global brand in terms of its presence in markets around the world. It is a brand that has consistently out performed all others in sales volume on a global scale. It has yet again been declared the world’s #1 brand, for an unprecedented 9th year running, a position it has made its own since 2009.

Figures for the year 2017 just released by EuroMonitor, the world’s most authoritative market research institution, show that Haier enjoys a 10.5% share of the global market, a staggering 4.5% lead over the next best brand from Korea which has a global market share of only 6%. Theoretically this puts a Haier appliance in one out of every ten homes around the world, a phenomenal achievement for a brand that started as a washing machine manufacturer just 35 years ago.

According to EuroMonitor, Haier enjoys an unassailable lead in several categories of home appliances, and leads the world in Refrigerators with a 17.3% share of world sales, 14.6% in Washing Machines, 13.5% in Electric Coolers, and a whopping 20.6% share in Freezers.

Here in Pakistan, Haier’s steadily increasing market equity mimics the brand’s worldwide performance, giving Haier Pakistan an impressive 25% share of the home appliance market. Arguably this means that four out of every ten Pakistani buyers opt for a Haier appliance for their homes. Today Haier leads the Pakistan market in major categories like Air Conditioners, Washing Machines, Refrigerators and Freezers, and now has a steadily increasing share of electronics, particularly high definition LED TV and Laptops. The question is, ‘what lies behind Haier’s success as a leader in Pakistan and round the globe’? While there are a plethora of factors that can be listed, factors like in depth user study, great innovation technique, sincere customer service, the largest manufacturing plant and strong dealership network etc., the simple fact is that Haier has led and continues to lead the world in innovation. Innovation in ushering in the ‘internet era’ and its application in large scale customized production. Innovation in technology based on consumer demand and needs, and innovation in the marketplace through introduction of new business mode and innovative customers’ experience.

Life style innovation therefore is a continuous process at Haier and reflected in every new Haier model, from energy efficient, whisper quiet DC Inverter Air Conditioners, and self-cleaning ‘one touch’ fully automatic Washing Machines, to the fastest cooling (minus 25 degrees C) Turbo Cooling Refrigerators, to the largest Deep Freezers capable of retaining cooling for 100 hours after power switch off and 4K content capable large screen HD LED TVs that take home entertainment to the next level. These and many more developments have enabled Haier to lead the market and set new benchmarks for the industry.

The Haier customer has benefitted hugely, with products that fully meet their needs, for uncompromising quality, user-friendliness, high efficiency, health, innovative and industry leading engineering design and technology. Above all else Haier products are attractively valued and are backed by the most comprehensive warranties, up to ten years in some cases.

They say ‘nothing succeeds like success’. In Haier’s case this is not a cliché but a truism. Building on their phenomenal success, Haier Pakistan is in process of doubling the production capacity of their state of the art manufacturing facility in Lahore from the present 1.5 million units p.a. to 3 million units.

Haier through continuous investment, expansion and intelligent ‘customer oriented’ production and marketing have made Pakistan their own home territory, and the brand is now poised to reap the fruits of their confidence in the Pakistan market.

Company Website: http://www.haier.com/pk/

 

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