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The internationalization of Haier

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  1. Introduction
  2. Haier's Internationalization
  3. Exporting: anti-psychic distance route
  4. Strategic alliances
  5. A case of internationalization: Haier in India
  6. Key Success Factors and Recommendations

Haier group is a Chinese multinational consumer electronics and home appliances company headquartered in Qingdao, Shandong, China. It designs, develops, manufactures and sells products such as refrigerators, washing machines, dish washers, microwave ovens, air conditioners, televisions, computers and mobile phones. The company was founded in 1984 as Qingdao Refrigerator Company and later changed its name to Haier group in 1992 after diversifying its product line.

Being one of the strongest brands in China, Haier’s massive and organized distribution and logistics network does a successful job in delivering and selling its products to every part of China. They have more than 35,000 specialized outlets across the nation, and hence their distribution networks cover most parts of the country. In the recent years, due to stiff competition and saturation of the urban market, Haier aimed to consolidate its sales network in rural areas that were seen as a giant potential market. Instead of cooperating with big retail giants, Haier’s strategy in the low-tier cities is to build self-owned appliance specialist retailers and logistics centers, and hence create Gooday Mart. With a shorter response period and much slimmer size, Gooday Mart provides prompt delivery within 24 hours.

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