Industry info 工业信息

March 1, Haier Group overseas factories - Haier’s production base in Thailand, produced the first air-conditioned HSU-09LA03 smooth line. This is the second Pakistan, Jordan, Nigeria, etc., Haier air conditioning overseas factory put into operation, the latest in a Haier air conditioning overseas factories to achieve a localization of production, but also marks the Haier has accelerated the pace of the global layout.

tropical Thailand, a tropical monsoon climate, with the domestic climate has not a small difference, so the need for air-conditioning products are not the same. The Haier air conditioning in Thailand to establish the production line, is specifically designed for the local climate. “Set up factories abroad and better meet the needs of local consumers personalized product demand”, Haier air conditioning technical director told reporters.

In fact, Haier air conditioning in the building of production bases overseas, to meet the local production, local sales, but also of radiation to surrounding countries and regions, so as to enhance the Haier brand in the global visibility and reputation, which is Haier adhere to “go out, go in, take out” strategy. Haier Pakistan base as an example, currently in the overseas factories has become the largest production enterprises white. Haier air-conditioning plant in Pakistan told reporters that by virtue of local R & D and production advantages and Haier air-conditioning brand enormous influence in Pakistan in 2007, Haier brand in Pakistan, local ranking has risen to second place, this year’s goal is to exceed the number one local brands, accounted for Pakistan to become the largest market share of air-conditioning brand. This time, Haier according to their own strategic planning, in Thailand the construction of Trinity’s localization business model, in addition to Thailand to meet local market demand, but also exported to Malaysia, Indonesia, Vietnam and other countries, and will radiation to Latin America, West Asia, etc. region, Thailand plant will eventually be developed into a Haier air conditioning in South-East Asia R & D, manufacture and sale of three production centers into one, thereby further consolidating the Haier air-conditioning of the strategic layout of globalization.

formally put into operation a production base in Thailand, Pakistan, Jordan, Algeria and other overseas factories in the middle … … This series of major moves are Haier air-conditioning the implementation of globalization an important part of development: creating localized brand of globalization to achieve localization manufacturing, integration of global resources, the realization of globalization design, in overseas markets in order to achieve value-added brands. Haier air-conditioned

Practice has proved that the integration in the global market today, Chinese enterprises need to own the value chain to expand overseas to carry out global marketing and build their own brand of globalization in order to achieve better发展.(Date:2008-3-13)
加快全球布局 海尔泰国空调基地投产

　　3月1日，海尔集团海外工厂——海尔泰国生产基地生产的第一台HSU-09LA03空调顺利下线。这是继巴基斯坦、约旦、尼日利亚等七大海尔空调海外工厂投产后，海尔空调最新的一个海外工厂实现了本土化生产，同时也标志着海尔加快了布局全球的步伐。

　　泰国地处热带，属热带季风气候，跟国内气候有不小的差别，因此需要的空调产品也不一样。此次海尔空调在泰国建立的生产线，就是专为当地气候设计的。“海外建厂更好的满足当地消费者个性化的产品需求”，海尔空调技术负责人告诉记者。

　　事实上，海尔空调在海外建设生产基地，在满足当地生产、当地销售的同时，也辐射到周边的国家和地区，从而提升海尔品牌在全球的知名度和美誉度，这是海尔坚持的“走出去、走进去、走上去”战略的重要内容。以海尔巴基斯坦基地为例，目前该海外工厂已经成为当地规模最大的白电生产企业。海尔空调巴基斯坦工厂负责人告诉记者，凭借当地研发生产的优势和海尔空调品牌在巴基斯坦巨大影响力，2007年海尔在巴基斯坦当地的品牌排名已跃升至第二位，今年的目标是超过排名第一的当地品牌，成为占巴基斯坦最大市场份额的空调品牌。此次，海尔根据自己的战略规划，在泰国建设的三位一体的本土化运营模式，除了满足泰国本土市场需求外，还将出口到马来西亚、印尼、越南等国，并将陆续辐射到拉美、西亚等地区，泰国工厂最终会发展成为海尔空调在东南亚地区集研发、制造和销售三为一体的生产中心，进而进一步巩固了海尔空调全球化的战略布局。

　　泰国生产基地正式投产，巴基斯坦、约旦、阿尔及利亚等多家海外工厂在产……这一系列的重大举动都是海尔空调实施全球化发展的重要组成部分：打造本土化的全球化品牌，致力于实现本土化制造，整合全球资源、实现全球化设计，从而在海外市场上实现品牌增值。

　　海尔空调的实践证明，在全球市场一体化的今天，中国企业必须将自身的价值链扩张到海外，进行全球范围的营销并打造出自己的全球化品牌才能取得更好的发展。