Haier Deploys a Networking Strategy

Mr. Wu Yong, Managing Director of Haier Electrical Appliances (Thailand) Co., Ltd, revealed that, throughout 2013, Haier has accumulated sales revenue of approximately THB 1,800 million. The world-leading appliance brand is embarking into the fifth stage of its 30-year long developmental phases, a networking strategy.

With online networking system’s constantly expanding and developing along with advanced 3D technologies and users’ infinite accessibility to diverse information, Haier found that the world has drastically changed and so have the consumers’ lifestyles and needs. Following the notion that traditional businesses are in need of a radical transformation to be in tune with the Internet age, Haier has turned itself into a platform, encouraging customers to make use of all available channels to express their demands. Through the company’s multitude of resources around the world, such demands can and will be responded to promptly. For its customers’ more modern and convenient lifestyle, Haier has now changed from a manufacturer to a service provider.

 

“This year, in accordance with Haier’s Networking Strategy, the Group has started implementing a global rebrand which sees its logo reimagined with a navy blue tone to replace the deep red of the past, signifying its creative and innovative intelligent technologies. The dot on the ‘i’ in the new Haier logo also changes from a square to a spherical shape, mirroring the brand’s presence as a global networked enterprise with an Internet platform at the heart of it. And, to embody the age of networking and infinite connection, the surrounding graphics will also be borderless.”

 

Mr. Wu Yong added that, all through Haier’s ten years of establishment in Thailand, the company has developed its own local core values and corporate cultures, to which it committedly adheres. Its T-Haier culture combined with a localized implementation of Haier Group’s strategies has enabled the company to truly understand and connect with the customers. As a networked brand dedicated to being a proficient solution provider for consumers, Haier proudly presents “Care +” campaign which extends air conditioner warranty from 3 to 5 years.

 

“Haier first introduced the 3-year warranty campaign in the year 2010. Throughout the 3 years we have been running the campaign, Thai customers’ response to the company’s products and services were exceptional. To set the standard of exemplary customer service for the whole industry, Haier, as an air conditioner market leader, hereby announces the extension of our 3-year warranty campaign to 5 years. Other Haier products are also included in the campaign: 3 years for freezers (triple what other brands are offering); 3 years for refrigerators with a 5-year warranty on compressors; and also 3 years for TV sets.”

 

Boosting the customers’ confidence in Haier products is not what the “Care +” campaign is all about, explained the Managing Director of Haier Thailand. The more important message is that Haier aims to provide unlimited services for consumers. Only when a business puts customers at the heart of its operation that it truly gains trust and acceptance from them. Mr. Wu Yong took this opportunity to introduce the company’s inspiring new product line up for 2014 that aspires to fulfill the demands of all lifestyles. Haier is introducing new ranges of one-door and two-door refrigerators featuring both model and minor changes in design and colors. The latest

range of Haier air conditioners, designed to entice the green consumers, uses R410A refrigerant that is energy efficient and has no impact on the atmospheric ozone layer. The company’s new models of automatic and twin cylinder washing machines will now be available in jumbo size. For freezers and beverage coolers, Haier offers a range of 3.7 Q. to 18.4 Q products with 2- and 3-door models. Last but not least, customers will enjoy a choice of 10 different Haier Smart TV models on offer.

 

“The year 2014 will see Haier charge ahead relentlessly to provide top quality products that best satisfy consumers’ needs. We are confident that the “Care +” campaign will help us earn their recognition and affection in order to become their top choice for household appliances,” concluded Haier Thailand’s managing director.

 

Haier is ranked the world’s number one major home appliances brand for the 5^th consecutive year with a 9.7 % retail volume share, according to the 2013 Global Major Appliances Brand rankings released by Euromonitor International. (In 2009, its first year at top ranking, Haier’s retail volume share was 5.1 %) Haier’s world number-one appliances in sales volume include refrigerators, washing machines, freezers, and wine chillers.

 

About Haier Group

Haier is the No. 1 home appliances brand in China and a leading manufacturer of IT goods such as laptop computers and mobile phones. Founded and headquartered at Qingdao, China, since 1984, Haier products are currently distributed in all the big markets in North America and Europe. The company has production bases in many regions around the world such as Japan, Hong Kong, China, Jordan, Pakistan, as well as USA. Haier also has innovative and technologically advanced design, research and development centers in all the main continents, situated in Japan, USA, Europe, and Australia, at the ready to promptly respond to any demand of customers from every corner of the world.

 

Over the past 30 years Haier Group has gone through four strategic stages, namely the Brand Building (1984 – 1991), Diversification (1991 – 1998), Internationalization (1998 – 2005) and Global Brand stages (2005 – 2012). And in 2012 Haier Group announced entrance into the fifth development stage: Networking Strategy Stage.

 

The company’s manufacturing base in Thailand, located at Kabinburi district in Prachinburi province, mainly produces refrigerators, washing machines, air conditioners, and freezers. The products are both for domestic sales and international markets such as Japan, Australia, Europe, and Middle Eastern countries.

 

Haier ranks at #1 in Global Major Appliances Brand Market Share, for refrigeration and home laundry appliances as well as overall household appliances, according to the world’s leading business intelligence firm Euromonitor International, for 5 consecutive years: from 2009 to 2013.

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For more information, please contact:

Anya U-Thasoontorn Manager – Communication & PR Haier Electrical Appliances (Thailand) Co., Ltd Tel : 02 684 3933, Fax: 02 684 3990 E-Mail : anya_u@haier.co.th   http://www.haier.co.th

Khanchit Pinnaree / Jiratip Soytong Public Relations Chai PR. Co., Ltd. Mobile : 089 132 3570 / 089 704 8502 Tel : 02 184 7566, Fax : 02 184 7516 E-Mail : chaipr_consultant@yahoo.com