International strategy of the haier group

The macro analysis of Haier shows that peculiar consideration should be given to economic and technological factors. An illustration is US market, which Haier penetrated inwhere U. S consumer disposable income increased and the mortgage rates were comparatively low. The strength of the economic system, which can be considered form GDP per capita, is another index that Haier would hold taken before perforating Indonesian market.

International strategy of the haier group

Comment China has already taken a significant step into Germany. In the Rheinhausen district of Duisburg, trains are now rolling across the site where steelworkers once fought unsuccessfully to save their mill in while shipyard cranes stack up containers on the banks of the Rhine River.

This is the precise point where the New Silk Road, China's massive infrastructure project, comes to an end.

Qingdao Haier | Investor Relations | Haier Group

The site in Duisburg is known as Logport I and it is one of the largest container ports in Europe. Twenty-five trains arrive each week at Terminal DIT, also known as the China Terminal, after having traveled the more than 10, kilometers from Chongqing across Kazakhstan, Russia, Belarus and Poland.

Four years ago, Chinese President Xi Jinping visited the inland port. The engine of a train that arrived from China that day was decorated with red paper dragons for the occasion and Erich Staake, CEO of the Duisburg port, was also on hand.

Staake, who, like the Chinese president, was born insees the rail connection as a boon both for the port and for the entire region, which badly needs it.

There is, though, another way of seeing it: Namely that the multibillion-dollar project provides the Chinese with a kind of bridgehead in Europe from which they are pushing their expansion across the Continent and broadening their economic influence.

So which is it? An opportunity or a threat? It isn't easy to find an answer to that question -- and that itself is telling. Chancellor Angela Merkel's visit to China this week will have a different flavor to it than her previous 10 visits to the country. The relationship between the two countries has changed in the interim and is no longer as balanced as it once was.

Until recently, the relationship had seemed almost symbiotic and the roles were clear: Germany sold high-end machinery and vehicles in China, including more than 5 million automobiles in alone.

In return, China exported furniture, refrigerators and electronic devices to Germany at unbeatably low prices.

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But now, China has reached adulthood much more quickly than expected. Not all that long ago, China was a developing economy, seen by industrialized countries in the West as a gigantic market where they could sell their goods.

Then, it became the world's factory, a place with inexhaustible resources. Now, however, it has matured into a powerful competitor capable of leaving Germany in its dust. Chinese companies are developing intelligent machinery and production facilities; they are building cars, many of them with electric motors; and they're making inroads into sectors that used to be Germany's private domain.

China has figured out how to copy Germany's successful model and is now becoming a danger to the original.

International strategy of the haier group

The old logic which held that "China needs us" is no longer true. In fact, he says, the situation has flipped: Germany is increasingly reliant on China as the country increasingly becomes a driver of global innovation. They used to target second-tier firms, but in recent years, the focus has increasingly shifted to key industrial players.

Recently, Chinese buyers have even shown an appetite for companies listed on the DAX, Germany's blue-chip stock index. In February, billionaire Li Shufu quietly acquired a 10 percent stake in Daimler.

Dieter Zetsche, the company's chairman of the board, believes that an additional large Chinese investor may also acquire a stake in the company: Politicians and executives are beginning to wonder what large company might be targeted by Chinese investors next.

I understand that I may repeal my consent at any time. And it's not just coming from the Far East. Reliant as it is on exports, the German economy is sensitive to shifting trends in global trade and Merkel's visit to China this week is coming right in the middle of a period of transition.

China is growing stronger, America has become unreliable and Germany has to figure out what its new role will look like.

Manage the present

The economy has become used to seemingly eternal growth in the Far East, with exports to the region almost tripling in the last 10 years. But what will happen once China begins building high-tech machines of its own or exporting its own electric vehicles?

That's the point when German industry will quickly become painfully aware just how dependent it has become on China. At the same time, though, German companies are confounded by the erratic course currently being charted by the U. If Donald Trump chooses to introduce punitive tariffs on steel and aluminum imports on June 1 and the EU retaliates, Germany will become even further alienated from America, which is still its top export market.

This development likewise poses a significant risk to the domestic economy. And everything is overshadowed by the potential of a trade war between the Western superpower and the Eastern superpower.Over the years, the company has evolved along with the changing requirements of the modern world and the modern consumer.

However, Haier’s core values remain the driving force behind the company’s innovative, premium products which offer modern designs, reliability and quality.

Internationalization Strategy | Strategy | Haier Group

Currently, Haier has entered the top ten chain channels in Europe and USA with its markets across over countries and regions.

Every minute on average overseas consumers are becoming Haier customers. Upon entering the "Global Brand Strategy" stage, Haier accelerated the development of overseas markets into the fast lane. Haier Group Corporation is a Chinese collective multinational consumer electronics and home appliances company headquartered in Qingdao, Shandong province, designs, develops, manufactures and sells products including air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, and televisions..

According to data released by Euromonitor in , the. Haier’s survival strategy to compete with world giants the Haier Group. This paper focuses on using a case study methodology to analyze Haier's survival strategy to compete with world giants. The following issues have been addressed to meet the respective objects: first, the Haier’s strategy when competing with world electronic.

International strategy of the haier group

The site in Duisburg is known as Logport I and it is one of the largest container ports in Europe. Twenty-five trains arrive each week at Terminal DIT, also known as the China Terminal, after. Candy is a large family-owned Italian company based in Brugherio, near Milan, that manufactures domestic appliances..

Candy's appliances such as washing machines and fridges are known more through their continued marketing of the Hoover and Kelvinator brands, with over 80% of .

Overseas Market | Haier Global | Haier Group