Haier Pakistan - Lahore 7.27

The Pak-China Relation:

Pakistan-China completed 60 years of friendship and the inspirational friendship between these two nations is getting closer & stronger with the time span. Since both countries have established diplomatic ties in 1951, they are enjoying beneficial relationship with each other. Pak-China has strengthened their diplomatic relations, military, cultural and economic relations in the past many decades. Pak-China has also established the trade relations to be recognized in the world and to boost up to global economy.

Haier: A Global Brand

Haier’s strategy is to continue providing innovative and quality products and services that bring value to its consumers around the world in times of global economic difficulties contributed to this success. Haier’s main competitors’ market shares in major home appliances, refrigeration appliances and home laundry appliances have generally declined, while Haier’s market share increased in all categories.

Euro monitor International; the world's leading independent provider of business intelligence on industries, countries and consumers, has ranked Haier No.1 in Global Major Appliances Brands ranking by brand shares and has announced Haier Group as leading business intelligence firm in the world.

Euro monitor International’s rankings also place Haier’s refrigeration appliances and Haier’s home laundry appliances first by global brand name.
Haier strives to provide products and services that always meet its customers’ needs. The rankings show that customers around the world appreciate our efforts, and increasingly chose Haier over other brands. The Haier brand is on the path of becoming a true global brand, recognized for its innovation, quality and value.” said Ms. Zhang Tieyan, Director of Haier Global Branding Operation and Haier spokesperson.

Haier Production Facility in Pakistan

Anticipating the vast potential of Pakistani market, Haier has set up a state-of-the-art industrial park at Raiwind Road Lahore. The production plant spreads over a vast area of 63 acres with a covered area of 0.6 million square feet including a workers’ colony. This production facility has the capacity to produce over 1 million pieces of household appliances per annum. Since production began in June 2002, the Pakistan’s domestic market has increased rapidly.
Haier Pakistan: A Symbol of Operational Excellence

Haier Pakistan is a strong evidence of Pak-China relationship. The joint venture between Ruba General Trading Company and Haier group of China brought Haier into Pakistan eight year ago.

Haier Pakistan is operating in the Pakistani market with a commitment to help its consumers reap the benefits of modern lifestyle and unmatched nationwide customer support. Haier’s vision is to improve the standards of life throughout Pakistan by offering high quality products with innovative features aimed directly to make its users’ life easier, enjoyable and yet affordable. Haier believes that the essence of globalization is localization. For Haier, this means a “Three-in-One” operational framework: complete localization of design, manufacture, and marketing. Haier aims to use local financing and employees to become a part of the local community while creating a global brand.

Mr. Hu Jintao (President of Republic of China) especially visited Pakistan to Inaugurate the Haier-Ruba Economic Zone which proved to be a big stepping stone in Pak-China friendship history. Mr. Hu Jintao appreciated the role of Haier Pakistan in the development of the country.

As a part of developing the cultural ties between both the countries; Haier Pakistan has also given the opportunity to its customers, sales partners and staff to go to the China to see the Beijing Olympic Games in 2008 which proved to be a great motivation for all of them and they paid hearties thanks to Haier for proving that it is a global brand that always works on developing the ties between both the countries in terms of social, economical and technological grounds. Similarly Haier Pakistan’s latest campaign, titled “Shanghai Surprise” has won the hearts of millions all around Pakistan when Haier sent many customers and other stakeholders to Shanghai to witness one of the world’s largest cultural exhibition and around 70 million people from all over the world visited this exhibition in 2010 during 6 months.

Haier Pakistan’s Nationwide Network

Hundreds of sales outlets, eight large product exhibition hall, 19 service centers, a fully operational call service center, 205 exclusive dealer’s network and one of the nation’s widest network has been established in Pakistan besides the amazingly improved marketing network too. Haier Pakistan’s steady after sale service network always stands in front to handle customer’s complaints on time.
Haier’s Achievement in Pakistan

Haier Pakistan has the overall market share of 12 % in Pakistan and Haier ranks 2nd in the home appliances market in Pakistan. Haier AC is on number 1 position in Pakistan and Washing Machine is on number 2 while Haier Refrigerators are also ranked among the top three brands in Pakistan; which is a big achievement in a very short span. Haier Pakistan is getting very positive response from the market and dealers and distributors are very happy with Haier Products as they are receiving huge demand from the end customers. Haier has the capacity to produce 3,000,000 units of all product categories in Pakistan. Products portfolio of HPK have been rapidly expanded from the original refrigerators, air conditioners, washing machines to Deep freezers, commercial air conditioners, televisions, LCD TVs, LED TVs, microwave ovens, and other 10 series even over 100 models including the entire category of domestic appliances that deals in irons, toasters, sandwich makers, DVD players etc.

Haier: A Corporate Social Brand in Pakistan

Haier has always been at the forefront in every crucial time. Millions of Rupees have been donated by Haier Global Head Office in China and Haier Pakistan (HPK) towards relief efforts of the recent flood hit areas in Pakistan. HPK's employees have also put in their best efforts by contributing a reasonable amount from their salaries.

Similarly, during the earthquake in Pakistan in the year 2005 the Haier team had visited the affected areas to take active part in the relief operations, and played a major role in supporting the people in those areas.

The humanitarian role of Haier Pakistan was also recognized and appreciated by the government of Pakistan during the time, and it received Sitara-Esaar award for the relief efforts it rendered.

In a similar situation, when China suffered a massive earthquake in the year 2008, Haier Pakistan also donated a handsome amount to support the Chinese government in their relief operation.

Haier Pakistan runs a social welfare society of its own by the name of EHSAAS that keeps on doing a lot of humanitarian and philanthropic activities in various hospitals and other places of need to help deserving people.

In short, Haier believes in the philosophy of spreading happiness among everyone through continuous efforts, towards making the world a better place to live in.

Haier will always fight for being a socially responsible brand that always recognizes and respects the realities and circumstances of its customers and responds to these by rewarding them with inspiring solutions they can always rely on.

Future of Haier in Pakistan

Haier is at the forefront of the next wave of home appliances and consumer electronics, it strive to create products that allow consumers to lead better and healthier lifestyles. Haier Pakistan is rapidly gaining popularity & acceptance with every passing day in Pakistani market by offering quality durables to its valuable customers. Due to best quality and innovative products, Haier Pakistan’s presence in market has put the immense pressure on other players in market to produce best to compete with Haier. Haier Pakistan will take a new direction towards Eco Life in relation to Haier products as all the product are energy efficient & environmental friendly yet enhance the lifestyle of the people to inspire their lives. Haier Pakistan has the edge as it is a brand that is technologically advanced (capable technology) and is user friendly with the competitive price. Haier is customer focused company and is introducing customer orientated products to enhance the life of targeted & potential customers.

Conclusion

Haier is a leading global brand that recognizes and respects the realities and circumstances of its customers and responds to these by rewarding them with inspiring solutions they can always rely on. Haier comes from the belief that progress lies in continued technological advancement in order to make customers’ lives easier, more efficient and more productive and it will continue making all the efforts to excel in the market. As Haier is moving towards Eco-Life which will be very effective in making customers’ life more convenient in terms of products usage & efficiency. The idea of Eco-Life will reflect the Haier promise of ‘Smarter Life, Better Planet’ for the masses in Pakistan.