HAIER is the world’s No. 1 brand of household electrical appliances. Founded in 1984, Haier Group has been dedicated to creating more values to users around the world, becoming a service provider to improve living environment.

    Zhang Ruimin, chairman and CEO of Haier, has led Haier to improve its products and promote its brand over the past decades.

    Market and network

    Haier has built 29 manufacturing bases, eight research and development centers and 19 overseas trading companies around the world and the total number of its employees around the world reaches more than 60,000. Its marketing network covers countries including China, the United States, Italy and Thailand.

    The company has become the world’s No. 1 brand of household appliances since 2009. According to statistics released in December last year by Euromonitor, the company’s global market share had reached 6.1 percent, increasing by 1 percent.

    Haier has delivery centers in 2,500 county-level and city-level areas and more than 17,000 customer service centers. In some of the markets, several international brands, such as HP computer and GE home appliances, are all sold through Haier’s network.

    Research and innovation

    As of October last year, Haier has applied for 10,214 patents, including 3,057 invention patents, which was the most among Chinese companies.

    It was also the Chinese firm applying for most standardization around the world. It has participated in making 262 national standardization plans, in which 238 have already released.

    Management innovation

    In Haier, to quickly meet clients’ demands, staff is closely related to market target.

    In this way, staff can not only create values for the company but also fulfill their personal achievements, which will be beneficial to users, clients, employees and company.

    (Wang Yuanyuan)