Huawei signed a Global Framework Agreement with Vodafone. This agreement marked the first time a telecommunications equipment supplier from China had received Approved Supplier status from Vodafone Global Supply Chain.
Unlike some Chinese enterprises pursuing short-term gains as international manufacturing factories in overseas markets, Haier, since the beginning of its international expansion, has formulated a "Brand Building" strategy with a commitment to offering the product quality, technical specification and after-sale service of the highest standards to overseas customers under its own brand.
Statistics show that the export of Chinese household appliances occupies only 2. According to the latest data released by Euromonitor an authoritative global consumer market survey organization: Branding relies on successful market development strategy.
While formulating differentiation tactics, Haier came up with the "three-step strategy" of "going out, going in and going up". That is, first gain ground in the Haier target market major household appliance markets like Europe, USA and Japan by making into the niche markets, then with the advantageous positions obtained in these major markets, rapidly expand the market presence in the developing countries.
Next, take to the main channels of local markets with localized products that meet mainstream local user needs, and ultimately become the market leader of high-end and innovative products.
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. Haier's overseas localization has reached the industry-leading position.
Overseas sales of overseas manufactured products accounted for approx. Upon entering the "Global Brand Strategy" stage, Haier accelerated the development of overseas markets into the fast lane.
Moreover, Haier has achieved quick expansion and consolidation of overseas resources through differentiated international acquisitions. This multinational acquisition is a milestone event for Haier. It not only intensified Haier's presence in Southeast Asia, but more importantly, via differentiated cultural integration and mechanism innovation, instilled Haier's doctrine of "Entrepreneurship and Innovation" to the acquired companies and employees, allowing the integration and development of Haier and Aqua brands in Japanese and Southeast Asian markets.
Because the acquisition involved wide coverage, extensive content and complex process, it was chosen as one of Five Outstanding Overseas Acquisitions by "China Business Law Journal". As global household appliance market advances into the Internet age, customer needs are getting individualized and information fragmented.
Faced with such great transformation, Haier has long been building the Internet ecosystem for user interaction in its overseas markets, leveraging Internet tools to aggregate users and fulfill great purchase experience from both online and offline.According to the latest data released by Euromonitor (an authoritative global consumer market survey organization): the Haier brand accounted for % of the global retail volume and was the largest household appliance brand in the world for the 6th consecutive year.
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If Americans are famous for our get-up-and-go, it is because we all have ancestors who got up and came. Jul 10, · The Trump administration’s promise to keep consumer products out of the trade war -- so shoppers wouldn’t take a hit -- may be falling by the wayside.
Target market is a set of buyers sharing common needs or characteristics that the company decides to serve. There are several target market segments including undifferentiated marketing, differentiated marketing, concentrated marketing, and micro marketing/5(14).