3. History: Founded in 1984, Qingdao, China A refrigerator factory Current: First largest white goods brands in the world In 2010, Haier refrigerators, 10.4%, global market share Future ： Five trends: large capacity, multiple doors, drawer type, intelligent, low carbon Fun fact

4. Strengths Weaknesses Opportunities Threat Haier

5.  Well-known brand name  Good service reputation  High market share 10.4% in the world  Innovation & Industry standards setting

6.  Lack of effective advertising publicity  Lack of competitiveness in the international high- end market  Inadequate development of Internet technology

7.  Possible development of new products  Expansion into new markets  Joint –development with other companies

8.  With a high degree of competition among the industry.  High threat of new entrants competing by lowering prices.  The condition of more supply and less demand.

10.  On April 30, 1999, Haier Industrial Park in South Carolina.  In March 2000, the first Haier refrigerator made in the USA  In April 2006, Haier signed a partnership with the National Basketball Association.

11.  Germany.  Italian.  UK.  "Three-in-One" localization strategy.  Design  Manufacture  Marketing

13. parent company control How to control the relationship between the Haier’s company inside the country and oversea. “Fake goods” The world's largest white Haier launched a series of overseas high-end refrigerators has been the United States, Germany, Korea, many appliance giant imitation

14.  more than 240 subsidiary companies, more than 30 countries around the world to expand local design centers, trade companies.  face the greater challengers. parent company control clear responsibilities establish sound corporate governance system high degree of integration of resources

15. “Fake goods” Many appliance in the USA, Europe, Korea imitate Haier “Casarte “ refrigerators  patent protection  standard upgrade  maintain innovation power  made in China It is possible that other company can imitate innovative products But it is impossible that other company can’t imitate innovative ability

16. SIEMENS KK28F89TI  Long history international brand  Intellectualized operation  Are expensive Haier BCD-318WSL  Leading design  High cost performance  Easy operation

17.  Outward appearance fashion  Quality of service  New internal refrigeration technology LG GR-C 2 4 7JYL Haier BCD-649WADV  Large volume  VC fresh-keeping technology  Steplessly frequency conversion technology

18.  High refrigerant technology  Low price  Increase fresh technology Midea BCD-276UEM Haier BCD-206TS  Fashion outlook  Power-saving technology

19. The refrigerator becomes one of the necessaries The company produce various refrigerators Now the strategy of refrigerator company The development of technology The upgrading of refrigerator The eco-friendly refrigerator “Built in appliance”

20.  Designed by Massimo Zucchi

21. 1.The various color & design refrigerator 2. Conduct eco-campaign 3. The remake Haier Brothers animation

22.  1. Improve the Haier brand image to change the stereotype  2. Focus on glocalization ex) establish R&D institution  3. Keep the high market share in China ex) build school, hospital in China countryside

23. Various kinds of Kim-Chi Korea Culture Kim-Chi Refrigerator Kim-Chi Refrigerator

24. 海尔是海 Haier is a sea 中国制造 Made in China