Home> Previous Issues

    Haier taking on America

    Updated: 2012-08-03 11:38
    By Ariel Tung in New York (China Daily)
    Comments() Print Mail Large Medium  Small 分享按鈕 0

    Haier taking on America

    A shop assistant adjusts a Haier air conditioner in a store in Queens, New York. [Photo/China Daily] 

    The president of Haier America explains what it takes for a Chinese company to crack an overseas market

    It's been 10 years since Haier America bought the wonderful former head office of Greenwich Bank.

    But there's been no fanfare within the imposing 1920s, six-story limestone and sandstone building at the intersection of Broadway and West 36th Street in Midtown Manhattan in New York.

    Instead, Haier quietly celebrated by acknowledging the series of milestones the company has hit since first entering the United States 13 years ago.

    Haier taking on America

    Haier taking on America

     

    Haier taking on America

     
    Haier taking on America
    It was in 1999 that Haier Group - a company based in Qingdao, a coastal city in East China's Shandong province - first arrived in the US with a clear objective in mind.

    Unlike many of its Chinese counterparts which aim to export massive volumes of goods to the US and elsewhere, Haier was here to create a brand, which the company hoped would appeal around the world.

    The company may be a household brand in China, well-known and respected as one of the world's leading manufacturers of refrigerators, air conditioners and other appliances - but its name was virtually unknown when it first broke into the US.

    But today, its products can be widely found on the shelves of major US retailers such as Wal-mart, Target and Home Depot.

    And by partnering with the National Basketball Association, it has gained considerable leverage through advertisements and other endorsements with one of the highest profile sports in the US.

    Haier's CEO Zhang Ruimin has always emphasized that for its international business to succeed, it needed to create a localized brand name.

    "We had to make Americans feel that Haier is a localized US brand instead of an imported Chinese brand," Zhang said.

    The company's commitment to establishing a US bridgehead for expansion into the country was firmly underlined from the start with the decision to build a factory in Camden, South Carolina - it marked Haier out as the first Chinese company to actually invest in the bricks and mortar of a manufacturing plant in the US.

    The Haier Industrial Park broke ground a month after Haier set up its US office in March 1999.

    The $40 million facility on 110 acres land was opened in March 2000, and soon began producing its first refrigerators.

    "The factory was meant to communicate our commitment to the American marketplace," Shariff Kan, president of Haier America, told China Daily.

    To fully integrate into American society, he said, the company realized from day one that it was vital local people were running the business.

    Today, the Haier park employs 250 workers, and its headquarters in New York - which also functions as a sales and marketing office - has another 220 staff.

    Kan, who was named one of the "50 Most Outstanding Asian American Businessmen" in 2002, has been key to Haier's success, and has been with the company since it began in 1999.

    Haier taking on America

    Previous Page 1 2 3 Next Page

    Survey & Comments

    | About us | Contact |

    Constructed by Chinadaily.com.cn

    Copyright @ 2012 Ministry of Culture, P.R.China. All rights reserved

    亚洲欧美日韩中文字幕二区| 中文字幕无码久久精品青草| 亚洲精品无码日韩国产不卡?V| 国产成人AV无码精品| 国产羞羞的视频在线观看 国产一级无码视频在线| 亚洲综合无码一区二区| 成人无码区免费A片视频WWW| 无码人妻精品一区二区三区在线 | 国产精品无码A∨精品影院| 东京热无码av一区二区| 中文字幕亚洲综合久久菠萝蜜| 中日精品无码一本二本三本| 无码精品国产VA在线观看DVD| 综合国产在线观看无码| 免费看成人AA片无码视频吃奶| 波多野结AV衣东京热无码专区| 亚洲人成人无码网www电影首页 | 日韩精品中文字幕第2页| 少妇人妻偷人精品无码视频| 无码毛片一区二区三区中文字幕| 中文字幕av无码专区第一页| 亚洲中文字幕无码久久2017| 永久免费无码网站在线观看个| 无码乱人伦一区二区亚洲| 无码国内精品久久综合88| 在线中文字幕播放| 无码国产精品一区二区免费16| 久久亚洲精精品中文字幕| 无码人妻黑人中文字幕| 人妻无码精品久久亚瑟影视 | 免费中文字幕视频| 中文精品久久久久人妻不卡| 最好的中文字幕视频2019 | 欧美在线中文字幕| 久久精品天天中文字幕人妻 | 亚洲精品无码专区2| 无码国模国产在线无码精品国产自在久国产 | 久久无码人妻一区二区三区| а天堂中文在线官网| 亚洲中文字幕无码不卡电影| 中文字幕乱码中文乱码51精品|