Haier: “Golden Time” for Chinese Home Appliances? A Glimpse at the Global Influences of “Chinese Brands” via Google Trends


NEW YORK–()–Haier, a leading Chinese home appliances manufacturer, is glad to announce that the company ranked among top home appliances brands in terms of overall influence according to statistics recently released by Google Trends.

On January 1, 2018 local time in the U.S., Google Trends disclosed worldwide popularity of brands in 2017, which showed that five Chinese brands, namely Haier, Midea, GREE, TCL and Hisense, delivered excellent performance in eight selected countries of the world, including the U.S., Germany, France and Japan, indicating that the era of “Chinese Brands” globalization has arrived.

In 2012, the BBC launched a campaign themed “Made-in-China in My House,” soliciting comments and feelings of people around the world about Chinese products. According to some people, “Made-in-China” could be interpreted as “cheap” and “ordinary.” But in recent years, as the “brand awareness” of the Chinese companies is growing, impression of the world on made-in-China products is turning for the better, and the “Chinese Brands” are among the top in the world. In 2017 alone, growth of applications for patent in China accounted for 80% of the world as a whole.

The year 2018 witnesses the 40th anniversary of China’s “Reform and Opening Up.” Over the past 40 years, countless marks of “Made in China” have been printed on products that are sold worldwide. Among the first “Going Out” Chinese enterprises were quite a number of home appliances brands like Haier. After improving the image of “Made in China” from “cheap” to “quality,” they are now experiencing a transition from “Made in China” to “Designed in China,” According to the China's National Image World Report issued by Kantar Millward Brown, a leading consulting company for data and insights, Haier was the most familiar brand of home appliances for foreign users, which was also again proven by the “Blue Territory” of eight countries by Google Trends.

Furthermore, as the leading Chinese brand in terms of globalization, Haier has merged with Fisher&Paykel from New Zealand, GE Appliances from the U.S. and Sanyo Electric Co. from Japan, and has been benefiting from the emerging global synergy effects.

Two decades ago, in order to expand its presence in the global market, Haier adopted the localization model of “Three in One” (combining R&D, manufacturing and marketing) and created the “Salesperson and Order in One” model which was of great historical significance. John P. Kotter, the strongest voice in leadership and change of major enterprises worldwide, believes that Haier is building a model for a successful global enterprise in the 21st century which will not only help establish a great company, but will benefit the entire country as well.

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