About Haier

Leader

Introduction to Leader

As a brand for household appliances of Haier Group, the Leader brand provides tailor-made household appliances in the Internet age.  Consumers are designers for Leader products, the ones manufactured completely based on consumers’ demands.   
 
Pragmatism is the design concept adhered to by the Leader electric appliances.  Prior to product design and development, extensive market surveys will be conducted globally, and the Leader appliances are manufactured based on segmented analysis of consumer demand patterns. As a result, Leader products greatly outperform their counterparts under other brands by a number of functions and the overall cost-effectiveness.  Take the Leader refrigerator as an example. This product has a soft freezing function, which enables frozen meat to be cut immediately without unfreezing. In addition, the freezing cabinet is equipped with a handle that makes it easy for users to store or take food.  For the Leader washer, its drain valve may open up to 12 mm so as to meet regional water qualities. Even in case of underground water of poor quality, the drain pipe will not be clogged.   
 
Excellent quality is the key for the full range of the Leader household appliances to occupy the market.  The Leader refrigerator was initially launched as early as in 1998. Then excellent quality and functional design satisfying consumer demands made it a star in the refrigerator market. Till today, a total of more than 2 million consumers have become its loyal users.  Fueled by its sound reputation among consumers, Haier initiated the Leader brand and expanded it from refrigerators to washers, freezers, air conditioners and color TV sets, covering a full range of appliances, so as to meet consumers’ demands to the greatest extent.   
 
The Leader appliances are mainly targeted at young consumers and those who intend for a simple lifestyle.   
 
More about the brand
 
The Leader brand is a brand for electric appliances of Haier Group. The technical excellency of the Haier products, advantages in the three networks provided by the Ri Ri Shun distribution channel, a simple business model, and unique design functions…all these make Leader a new brand that better meets consumer demands!  
 
Introduction to the brand  
 
First, as an electric appliance brand of Haier Group, Leader is the sub-brand launched by Haier with the highest cost performance.   
 
Second, the Leader brand advocates pragmatism for appliance products and a practical and real lifestyle. Leader positions its products in the appliance market with practical design and functions, sound quality and service as well as high cost performances. As a result, the Leader brand may meet demands from most users!  
 
Third, more than 2 million users have chosen Haier’s Leader refrigerators since the series was launched in 1998, and the products have achieved a relatively high reputation among users across China! Now, Haier Group plans to promote the Leader appliances as its third brand and plans to extend it to a full range of products, including washers, freezers, air conditioners and color TV sets.   
 
Fourth, Haier chose Mr. Tang Guoqiang, a famous actor in China, to act as the image spokesperson for the Leader brand, in a bid to establish an practicability-valued and reliable image among common people.  In addition, Haier has staged a series of brand-promoting events with CCTV. We hope that, in the near future, everyone in every village across China will know well about the Leader brand!  
 
II. Product promotion  
 
Firstly, design and development of the Leader appliances are fully tailored to users’ needs. Based on integration of global resources by Haier Group and designed by the world’s best engineers from America, the appliances feature more practical functions and are bound to lead the global latest trend!   
 
Secondly, the Leader appliances are manufactured by plants of Haier Group, the nuber-one household appliance producer in the world. More sophisticated processes assure more stable product quality!  
 
Thirdly, by adoption of the world's most stringent standard, the electrical quality inspection standard from GE, Leader will deliver more practical, safer and durable appliance products, with a service life up to more than 20 years!  
 
Fourthly, users get involved in the design and development of the Leader appliances, therefore the products feature unique utilities.  For example, the Leader refrigerator is equipped with a soft freezing function, which enables frozen meat to be cut immediately without unfreezing. In addition, the freezing cabinet is equipped with a handle that makes it easy for users to store and take food.   For the Leader washer, its drain valve may open up to 12 mm. Even in case of underground water of poor quality, the drain pipe will not be clogged! All these are functions that other brand appliances don’t have!    I. Marketing campaigns  
 
Firstly, Haier invited famous actor Tang Guoqiang to serve as image spokesperson for Leader brand. This will bring an impression of high reliability on consumers.  
 
Secondly, Haier has been making large publicity efforts at CCTV for the Leader brand! Brand advertising for Leader will be broadcast on CCTV-1’s Golden Theatre throughout 2011, so as to ensure that advertising for the brand may reach every village across China! In addition, the brand has obtained the naming right of Wealth Stories on CCTV-7 for the whole year of 2011, and it cooperates with this channel to elect the Wealth-creator of Year 2011. Dealers of the Leader brand, if elected, will become national stars! Furthermore, the brand has made a large budget for advertising on entertainment channels at HNTV and ZJTV, so we can expect a good acceptance of the Leader brand from young people!   
 
Thirdly, in addition to TV media, Leader has made other efforts in advertising, including over-door printing and outdoor advertising for dealers, wall publicity campaigns in towns and villages for tally firms, so as to achieve a broad coverage, enabling all villagers to know well about Leader brand! Plus advertisements on such TV media as CCTV, Leader is bound to become a widely known brand!  
 
Fourthly, in the real sales at terminals, the Leader brand operates with a unique membership system.  Upon their purchase of Leader appliances, users become members of the Leader brand to enjoy the rights and interests of membership. If they continue to recommend relatives or friends to buy Leader appliances, they may get accumulative scores and win awards! As a result, all buyers of the Leader appliances will become direct distributors that help dealers to sell!  
 
II. After-sales services  
 
Firstly, after-sales services of Leader brand appliances will be completely undertaken by the after-sales service networks of Haier Group. Consumers may enjoy Haier’s Worry-free Service when they purchase the Leader brand appliances!  
 
Secondly, the Leader brand implements the same service standard with other products of Haier Group. Users may contact us at 4006-406999, the 24-hour national service hotline.  Upon becoming users of Leader products, consumers may easily enjoy five-star after-sales services offered by Haier Group!  
 
Business Address:
 
Address of Qingdao Lejia Electric Appliances Co., Ltd., Haier Group: Haier Industrial Park, No. 1 Haier Road, High-tech Industrial Park of Laoshan Disctrict, Qingdao City  P.C.: 266101
 
Milestones
 
In 1998, Leader brand was first launched  
 
In 1998, Qingdao Lejia Electric Appliance Co., Ltd. was founded and its brand was named as Leader.  
 
In 2000, a global R&D team was established for Leader.  
 
Qingdao Lejia Electric Appliance Co., Ltd. established a global R&D team in America by gathering designers from USA, Germany and Italy, so as to develop contracted appliances based on overseas development needs.    
 
In 2002, Leader began to export its products to foreign markets.   
 
Products developed on the basis of overseas consumption characteristics were mainly exported to the mainstream markets in Europe and America, including USA, Germany, Italy and France.   
 
In 2008, Leader shifted its focus to the domestic market.   
 
The policy of “encouraging sales of household appliances in rural places” led to accelerated development in rural markets. And Jiale Appliance adjusted its strategy timely to reasonably arrange its internal and external resources. Based on wide consultation with users, the Company developed a series of household appliances that better meet demands from consumers in China.   
 
In 2010, Qingdao Lejia Electric Appliance was acquired by Ri Ri Shun, and Leader successfully won the bid in the program of “Sales of Household Appliances in Rural Places”.   

The first set of household appliances with users' involvement in the design was launched on the market, and this series has beenwere successfully established as a brand designed entirely for users, the Leader, which then became the private brand of RI Ri Shun.
 
 

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