| Haier
was incorporated in 1984 producing household refrigerators
and over the past 18 years, has grown and prospered as
a transnational company widely recognized in the world
community. Haier now manufactures a wide range of house
electrical appliances in 86 categories with 13,000 specifications
and exports products to more than 160 countries. Haier’s
international promotion framework encompasses globalized
trading, design, production, distribution and after-sales
service network. Haier foot print stretches to over 36,000
sales points as well as electrical appliances factories
setup in America, Pakistan, Indonesia, Philippines, Malaysia
and Yugoslavia- to name some of the markets. In the European
market, especially in Greece and France, Haier air-conditioners
dominate the local markets as is the case with Chile,
where Haier’s washing machines and air-conditioners
are very popular. Haier’s small size refrigerators
currently have 20% of the refrigerator market in USA.
Haier has established multilateral cooperation relations
with many international rivals. On January 8 and February
20, 2002, Haier signed an agreement of joint investment
with Sanyo and SAMPO for win-win development and benefits
with respective advantages and resources.
Haier has been developing CFC-Free technology and Industrial
Waste Treatment systems, so that in addition to providing
excellent value for money there is a simultaneous improvement
in the quality of life. The joint venture between Ruba
Group and Haier Group of China, brings Haier into Pakistan
for the first time. As the 5th largest producer of home
appliances in the world, Haier brings its global expertise
to work for Pakistan market. Alongside the vast range
of Haier products that include refrigerators, air-conditioners,
deep freezers and washing machines, dish washers, vacuum
cleaners, television sets, mobile phones etc.
Haier is now widely recognized in the world. From the
latest statistics of Euro-monitor, Haier was placed
fifth for the global white goods manufacturers with
the largest world market share for refrigerators*. In
the list of the most respected companies in Asia and
Pacific Region published by the Far Eastern Economic
Review issue December 26, 2002, Haier was placedfirst.
Haiers production and management system restructuring
has enabled Haier to diversify internal and external
resources. At present, Haier has put its worldwide logistics,
distribution and manufacturing facilities into efficient
operation for customer demand satisfaction. Haier’s
goal is to obtain worldwide recognition and to become
one of Fortune Global 500.
Haier Pakistan is the
Pakistan Sales & Marketing division of the international
Haier Group, a globally recognized manufacturer of world-class
electrical home appliances. The joint venture between
Ruba General Trading Company and Haier Group of China
has brought Haier to Pakistan with an initial investment
of about US$35 million and a commitment to provide world-class
innovative products based on uncompromising quality
to the Pakistani consumer.
The plant spreads over a vast area of 63 acres with
a covered area of 0.6 million square feet including
a workers’ colony on Raiwind Road, Lahore. The
project is expected to produce 0.9 million pieces of
household appliances per year with plans to export to
the Middle East and all over Asia. In the first year
of its operations, Haier will generate employment opportunities
to 600 individuals with potential to grow up to 1200
within the next 5 years. Furthermore, Haier will supplement
income of 1000 to 1500 families providing indirect earning
and employment possibilities.
The roster of products to be launched immediately in
Pakistan includes Refrigerators, Air-Conditioners (Window
& Split), Deep Freezers and Washing Machines, Microwave
Ovens and Small Appliances with Dishwashers, Vacuum
Cleaners, Television Sets and Mobile Phones to follow
shortly.
Haier Pakistan has entered the local market with a commitment
to help its consumers reap the benefits of modern lifestyle
and to provide them world-class innovative products,
unmatched nationwide customer support, a vast dealer
network and a steadfast after- sales-service throughout
the country.
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