With a world market share of 5.3 percent, China's Haier Group Corporation has ranked second in the global refrigerator production industry, according to a survey by the world-renowned info company Euromonitor.
In the survey listing of the top ten name brands of refrigerators, Haier's market share is only one percentage point less than that of Whirlpool, which is in first place.
Electrolux, Kenmore and GE rank in the third, fourth and fifth places.
The achievement marks the initial success of Haier's international business strategies. Haier started production of electrical household appliances 17 years ago, and has now surpassed many transnational companies.
In the United States, Haier's rapid progress has been applauded by local economic experts.
Many large US discount stores, including the retail giant Wal-Mart, now sell Haier refrigerators. Wal-Mart spokesman Rob Phillips said the sales volume of Haier products advanced steadily in the second half of last year.
Gerry Beatty, editor with HFD, an authoritative magazine on home appliances, said Haier's high quality has helped it to snatch more and more market shares from its American competitors.
The unique and innovative design of Haier's products is another significant factor leading to its success. Currently, a Haier mini- fridges with folding computer desk are selling like hot cakes in the world's most developed country, especially among college students.
Haier has also been successful in European markets.
Recently, the prestigious European examine organization "Which" has conducted a spot test upon 20 famous refrigerator brands, including Haier, Miele and AEG.
The test results show that Haier achieves the highest grades after subjected to 23 particular examination items.
As "father" of the refrigerator-making industry, Germany also gives a high value on Haier's products.
Published in the celebrated magazine "Test", a survey carried out by the Commodities Test Foundation, a German professional examine organization, shows that the Haier fridge has achieved " plus" in five technological indicators, namely freezing capability, temperature rising ability, temperature for storage, electricity consumption and fridge door's leakproofness.
Along with Haier, many famous German and Italian refrigerator producers participated in the test.
In 2000, Haier built a fridge manufactory in South Carolina State, the United States, completing an integrated system of production and sales with its design center in Los Angeles and trade center in New York.
In June of last year, Haier established a fridge production base in Europe by purchasing an Italian fridge factory.
Besides refrigerators, Haier iceboxes, air conditions as well as washing machines are also marching toward international markets.
Haier liquor cabinets are now very popular in the US markets, taking a market share of 55 percent; Japan alone ordered for 400, 000 Haier washing machines in November of 2001.
By the end of last year, Haier's another export base was founded in Dalian, a port city in northeast China's Liaoning Province, which will further strengthen its capability of dealing with overseas orders.
(China Daily January 12, 2002)
