Present in over 100 countries worldwide, Haier, the worlds’ fourth largest manufacturer of household appliances, one of the world’s fastest growing companies, has set its sights firmly on strengthening its presence in the Middle East and Africa.

The display of over 100 of its latest and innovative products at this year’s CES/Hometech is just one step towards one of the main global business development objective for the company.

The three-day CES/Hometech opened yesterday (May 25) at the Dubai International Convention & Exhibition Centre.

Haier’s 24 year history in the household appliance sector has seen it become recognised as a pioneer in the Asian marketplace with the brand being number one in 19 product categories including; refrigerators, washing machines, air conditioners, water heaters, televisions, kitchen appliances, personal computers and mobile phones. 

The company’s commitment to its unique emphasis on innovation has captured the attention of the consumer the world over, success that can be attributed to CEO Zhang Ruimin’s business philosophy in brand building, diversification and globalization.

“A strong cooperation has formed between China and the Middle East, a relationship that as a serious home appliances manufacturer gives us a lot of confidence in our opportunity to develop a long term vision to make the brand a leading name in the region.  One of our unique selling propositions is that we not only provide home appliances, but also have the ability to offer full home solutions to consumers, making life easier and more beautiful,” said executive director of Haier Overseas Diao Yunfeng.

Those visiting the Haier stand at CES/Hometech 2008 have the opportunity to view over 100 of Haier’s products from 15 categories including, for the first time in the region, the introduction of the entire Premium and Value range of products, featuring innovations like its French door and side-by-side refrigerators, the Blue Line LCD TV, and the lotion-free washing machine.

Starting out as a refrigerator manufacturer in 1984, Haier now has more than 100 design centres, manufacturing plants and trade companies, employing more than 50,000 people worldwide, competing in areas as diverse as technology research manufacturing, trade and financial service.  

As a multi-faceted company Haier is dedicated to the strategic development of the brand and what it stands for to the consumer.  By being in the mindset of its target audience, through the affiliation to the Beijing 2008 Olympic Games as the official sponsor and strategic partner of the National Basketball Association in the US as an example, the company has the prime opportunity to increase brand equity and recognition.

Regionally, and in coordination with Haier’s current business platform in the region, from the late 1990’s the company has continued to be a rising star in the home appliance market having established manufacturing plants in Jordan, Iran, Tunisia, Nigeria, and additionally a trading company in Jordan. 

The company has firmly set objectives to cement business-to-business cooperation with business partners, and plans to use Dubai as its regional centre for business expansion to the Middle East and Africa countries. – TradeArabia News Service