Haier plan to rebuild new brand positioning high-end

Gateway building word: Haier brand new brand positioning high-end brand building "at the beginning of July, Qingdao global electronics Expo, consumers will see the Haier Group appear outside of the ' Haier ' new brand, this is the company in respect of the top-level location of home appliances. "Yesterday, the General Manager of Shanghai Haier Jianjun Liu on" business news "that the new brand name was still in the competition.

Haier brand established high-end new is to get rid of "discrimination". Because, in the overseas market, Haier is one of the global electronics giants, but more like low-end products leader. Jianjun Liu believes that to Haier-led domestic household electrical appliance enterprises had to enter the high-end field, many product lines have been beyond the foreign competitors.

In fact, Haier has been trying to reverse this situation. Last November, the company on the us that will invest approximately $ 100 million in domestic nearly 20 cities experience Center, promoting Haier high-end brand image. However, this experience Center currently does not see the real start.

Jianjun Liu also revealed that the new brand will initially cover the current strength of the chain home appliance stores, but first go to the chain-building material retail channels, the new brand's first override chain building materials retailer, is to highlight the Haier high-end appliances solution advantages, while adapting to home market overall procurement needs.

In September last year, Haier and world's second largest building materials retailer Interbrew agreed cooperation. Recently, it is the world's largest chain of building material retailers – Home Depot success go hand in hand. And Interbrew (China) in cooperation with main positioning in the integration of home appliances, kitchen and Home Depot you expand cooperation to the whole field of household appliances.

However, the concept remains the same, marketing since 2006, the company's marketing strategy is being transformed from a single product as core to the overall solution to the core.