With a world market share of 5.3 percent, China's
Haier Group
Corporation has ranked second in the global refrigerator
production industry, according to a survey by the world-renowned
info company Euromonitor.
In
the survey listing of the top ten name brands of refrigerators,
Haier's market share is only one percentage point less than that of
Whirlpool, which is in
first place.
Electrolux, Kenmore and GE rank in the third, fourth and fifth
places.
The achievement marks the initial success of Haier's international
business strategies. Haier started production of electrical
household appliances 17 years ago, and has now surpassed many
transnational companies.
In
the United States, Haier's rapid progress has been applauded by
local economic experts.
Many large US discount stores, including the retail giant Wal-Mart,
now sell Haier refrigerators. Wal-Mart spokesman Rob Phillips said
the sales volume of Haier products advanced steadily in the second
half of last year.
Gerry Beatty, editor with HFD, an authoritative magazine on home
appliances, said Haier's high quality has helped it to snatch more
and more market shares from its American competitors.
The unique and innovative design of Haier's products is another
significant factor leading to its success. Currently, a Haier mini-
fridges with folding computer desk are selling like hot cakes in
the world's most developed country, especially among college
students.
Haier has also been successful in European markets.
Recently, the prestigious European examine organization "Which" has
conducted a spot test upon 20 famous refrigerator brands, including
Haier, Miele and AEG.
The test results show that Haier achieves the highest grades after
subjected to 23 particular examination items.
As
"father" of the refrigerator-making industry, Germany also gives a
high value on Haier's products.
Published in the celebrated magazine "Test", a survey carried out
by the Commodities Test Foundation, a German professional examine
organization, shows that the Haier fridge has achieved " plus" in
five technological indicators, namely freezing capability,
temperature rising ability, temperature for storage, electricity
consumption and fridge door's leakproofness.
Along with Haier, many famous German and Italian refrigerator
producers participated in the test.
In
2000, Haier built a fridge manufactory in South Carolina State, the
United States, completing an integrated system of production and
sales with its design center in Los Angeles and trade center in New
York.
In
June of last year, Haier established a fridge production base in
Europe by purchasing an Italian fridge factory.
Besides refrigerators, Haier iceboxes, air conditions as well as
washing machines are also marching toward international
markets.
Haier liquor cabinets are now very popular in the US markets,
taking a market share of 55 percent; Japan alone ordered for 400,
000 Haier washing machines in November of 2001.
By
the end of last year, Haier's another export base was founded in
Dalian, a port city in northeast China's Liaoning Province, which
will further strengthen its capability of dealing with overseas
orders.
(China
Daily January 12, 2002)