Haier to expand Japan operations

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Thursday, Feb. 16, 2012

Staff report

Chinese appliance maker Haier Group Co. said Wednesday it aims to have sales of ¥50 billion in Japan this year by reinforcing its product lineup with the Aqua brand.

The brand was formerly for Sanyo Electric Co's washing machines. Haier agreed last year to acquire the brand from Sanyo parent Panasonic Corp.

The fast-growing Chinese maker said that out of the total sales target, it aims to log ¥35 billion via the Aqua brand and ¥15 billion from the Haier brand. Haier already sells home appliances under its own brand in Japan.

In 2015, the Chinese maker aims to boost its Aqua sales to more than ¥50 billion and grab a market share of more than 15 percent, from ¥35 billion in sales and a 10 percent share in 2012.

Haier also set up Haier Asia International in Osaka on Jan. 5 to oversee sales, production, research and development in Japan as well as in Vietnam, Indonesia, Thailand, Malaysia and the Philippines.

"There still is potential in Asia because consumer electronics have not yet spread in some countries. It is also our role to tap these markets," said Du Jingguo, vice president of Haier Group and president of Haier Asia International.

Haier plans to widen its Aqua lineup from the current 63 washers, driers, refrigerators and freezers.

Haier to expand Japan operations | The Japan Times Online

 

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Haier: hoping to be big in Japan

February 17, 2012 9:19 am

by Kathrin Hille

When Haier said that it was setting up a regional headquarters in Japan, it did not make big news headlines.

But the Chinese white goods maker's move indicates just how far it has advanced on its path towards globalisation, and that it is expanding its foothold in more demanding developed markets.

The group has been expanding abroad for more than a decade, and gained dominant positions in some large emerging markets and some product segments in developed countries. That earned it number one position in Euromonitor's ranking for major appliances brands by unit sales.

To support this far-flung business, the company already runs highly localised operations in many markets. Apart from its factories in China, Haier produces in the US, Pakistan, Jordan and Thailand, and has smaller assembly plants in a number of other countries.

It has also long been running research and development centres in Europe and the US, and local design partnerships in many other countries.

The Asian headquarters move follows its decision late last year to acquire the Japan and Asia operations of Sanyo Electric. One benefit of the deal for Haier is that it can use Sanyo Electric's brand in Southeast Asia, a region where it is strong but where it seeks to break into higher-end market segments.

The deal's other background is access to the Japanese market, which most Chinese companies have in the past approached with great caution.

However, last year, Lenovo, the world's second-largest PC maker, established a joint venture with NEC to help it break into the Japanese market. Taobao, China's largest consumer-to-consumer online marketplace, and Baidu, the country's leading web search company, have made Japan a main pillar of their internationalisation strategy as well.

Haier told Xinhua, the official news agency, that it wants to put the Japan-based research and development resources to better use.

Haier: hoping to be big in Japan | beyondbrics | News and views on emerging markets from the Financial Times – FT.com

 

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Haier sets up Asia HQ in Japan

Updated: 2012-02-17 12:56

(Xinhua)

TOKYO - Haier, China's biggest home appliance company announced on Wednesday the establishment of its Asia headquarters in Japan, as well as research and development centers in Tokyo and Osaka, marking another big step in its global strategy since it entered the Japanese market.

Haier sets up Asia HQ in Japan | Companies | chinadaily.com.cn