The world's No. 1 Global Major Appliances brand plans its growth
in Asia by establishing a stronger foothold in Japan
TOKYO, Feb. 15, 2012 /PRNewswire-Asia/ -- At a press conference
today, Haier Group, the world's No. 1 Global Major Appliances
brand, officially announced its plans to establish its Asian
headquarters in Osaka, and two R&D centers in Tokyo and Kyoto,
a development that now establishes Japan an overseas market that
combines all of the three key elements for business - R&D,
manufacturing, and marketing. It also demonstrates Haier's
long-term strategic plan to grow its international market and
establish its global brand reputation.
The conference marked the official unveiling of Haier's second
brand in Japan, AQUA. Last year, Haier purchased SANYO's washing
machine and consumer refrigerator businesses in Japan, in addition
to its washing machine, refrigerator and consumer home electric
appliances businesses in Indonesia, Malaysia, the Philippines and
Vietnam. AQUA, as part of SANYO's intangible assets, was
transferred to Haier in 2011. Meanwhile, Haier owns two brands,
Haier and AQUA, in the Japanese market as part of its dual brand
strategy.
Haier expected its sales in Japan to reach 50 billion yen in 2012,
including AQUA's estimated 35 billion yen. However, the company
emphasized that it is not only eying an increase in market share.
"What is most important for us is to better understand Japanese
consumers, and provide high-quality appliances to meet the demands
of their lives through our localized operations, technology
innovation, and resource consolidation," said Liang Haishan,
Haier's Executive VP.
Following the acquisition, Haier decided to keep AQUA's DNA - its
unique technology, function and concept - intact to continue to
provide high-quality products to Japanese consumers. Under Haier's
ownership, AQUA has evolved from a brand of washing machines to one
that will comprise over 60 models of washing machines,
refrigerators and other white goods. AQUA, currently available in
Japan, is targeted at middle-and-high-income Japanese families that
value their quality of life. AQUA's brand concept is defined by
Haier as "Life is precious," and is created for those who "value
every day of their lives."
Besides Japan, Haier is also launching its duel brand strategy in
the Southeast Asian market where it will operate under the brand
names of "Haier" and "SANYO." Haier's Asian headquarters in Japan
will oversee the innovation-oriented R&D, manufacturing, and
marketing across the two regional markets.
Du Jingguo, Haier's vice president, told press conference
attendees, "Haier chose Japan as the home for its Asian
headquarters because of the country's mature home appliances market
and its global leadership position in terms of technological
innovation and design. This combined with the deep understanding
and insights that Haier has gained over the past 10 years of
operations in Japan, as well as its leading-edge innovation and
world-class competitiveness will help accelerate its growth and
consolidation as the world's No.1 Global Major Appliances
brand."
About Haier
Over the past 27 years, Haier has endeavored to establish a
world-famous brand in the international marketplace. So far, it has
established 61 sales centers, 10 R&D centers, and 21 industrial
parks across over 160 markets. It has also been ranked by
Euromonitor as the No. 1 Global Major Appliances brand in terms of
market share in the world for years consecutively.
Based in Osaka, Haier's Asian headquarters oversees two R&D
centers in Tokyo and Kyoto, respectively. It has registered a
capital of 250 million yen to date, and currently has 220
employees. It also oversees sales companies that market AQUA and
Haier brands separately for the Japanese market, as well as a
company in Shiga Prefecture that produces household and commercial
machines.
About AQUA
AQUA was originally created as a marketing brand of SANYO washing
machines. Established in 2006, AQUA was known for its unprecedented
"air wash" technology and has long been popular among energy and
cost-conscious Japanese consumers. Haier purchased AQUA from SANYO
in 2011 as part of its expansion strategy into the Japanese
market.
For more information, visit www.haier.com ( http://www.haier.com )
Contact:
Ms. Wang Na
Haier Group Co. Ltd.
Telephone: +86-532-8893-6177
Email: [email protected]( mailto:[email protected] )
Ms. Rohini MUKHERJI
Hill and Knowlton China
Telephone: +86-10-6512-8811
Email: [email protected](
mailto:[email protected] )
SOURCE﹛Haier Group Co. Ltd.