In 1993, Haier Refrigerator entered Middle East and African market. In 2005, Haier established the first industrial park of Middle East and African regions in Jordan. The industrial park was established on the basis of the Mutual Tariff Exemption Agreement signed between Jordan and surrounding Arabian countries, and products produced in Jordan Industrial Park could be rapidly transported to the surrounding Arabian countries.
At present, Haier has established three manufacture bases and two trading companies in Middle East and Africa, and its products have been sold in over 30 regions and countries such as Nigeria, South Africa, UAE, Saudi Arabia and Israel, etc. In order to meet the special demands of Middle East consumers, Haier has successively developed French-flexdoor large-capacity fresh refrigerator, GTM air-cooled refrigerator, “non-defrosting freezer in 100 hours of power failure” and “tropical air-conditioner”, etc. which won great popularity among consumers.
In May 2001, Haier established a joint venture factory in Nigeria, Africa, which realized the localized production of the whole series of home appliances with the complete set of home appliance manufacturing process. Haier brand ranked No. 1 in Nigeria within five years, displaying its excellent internationalization capability. In June 2007, Haier opened its largest home appliance showroom in Nigeria in the commercial center of the capital Lagos-Victoria Island, which lifted the curtain on the implementation of the strategy to comprehensively enhance the brand image in Nigeria. The company launched more comprehensive and differentiated home appliances to further enhance its reputation and popularity among Nigerian consumers. In 2010, Haier refrigerator and freezer respectively occupied 33% and 55% in Nigerian market, maintaining a stable and rapid growth. At present, the annual sales volume of Haier Nigeria has exceeded 200 million dollars.
On March 1, 2005, Haier Middle East Industrial Park was open for business in the capital of Jordan-Amman. Haier Middle East Industrial Park covers a total area of 140,000m2 with a designed production capacity of more than 1 million sets. As the largest home appliance industrial park in Middle East, it will make contributions to the integration of R&D, production and sales in Middle East and become a hub of the operation by Haier Group in Middle East. At present, Haier products have entered surrounding countries such as Syria, Lebanon, Egypt and Palestine through the Jordan Industrial Park. Haier brand ranked the top three in the local home appliance brands of Jordan, Haier pulsator washing machine had the largest share and Haier roller washing machine ranked the top three in Syrian market.
In 2010, Haier realized continuous growth in Middle East and Africa. Haier doubled its sales volume in Tunis, ranking the second in the local air-conditioner brands. According to the Millward Brown investigation data, the Haier brand reputation has achieved 59% in Saudi Arabia. Haier Tunis joint venture HHW achieved the annual sales volume of over 30 million dinar in 2010, which was converted into 21 million dollars, with an increase of 42% compared with that of 2009. Haier products occupy 10% market share, the home air-conditioner occupies 25% and the twin-tub washing machine occupies 30%, ranking the first in the market. Haier Group has been in the transition phase from the “going in” to “going upwards” in the three-step strategy of “going out, going in and going upwards”.
In 2011, Haier expedites the step of the integration of R&D, production and sales in Middle East and African market, and expands the local manufacturing business in foreign countries. At present, the group is negotiating with Iran, Egyptian and South African customers about the establishment of factories, and Haier will realize a qualitative leap in the business in Middle East and Africa.
Haier Jordan Industrial Park
Jordan Industrial Park project construction started in June 2002. The total investment of the first phase is $ 7,000,000, of which investment from the Chinese side is $ 2,000,000, accounting for 28.6%. The factory covers a land area of 50,000 square meters and a plant area of structure of 30,000 square meters. It has three automatic production lines including refrigerator and air conditioner, washing machine and television. The annual design production capacity is: 150,000 refrigerators and air-conditioners, 150,000 washing machines and 150,000 televisions. The factory was put into operation in December 2004; the opening ceremony of the Industrial Park was held in March 1, 2005, representing the completion of the construction.
The second phase started to planin 2004; all the negotiations were finished in June 2005 and the construction was completed in the end of March 2006. The total investment reaches $ 10,080,000; all the equipments are purchased from Haier and it includes three projects:Refrigerator CKD project, local production of four types of refrigerators, including metal plate, adsorption, foaming, etc. Local production of refrigerator is 100,000 per year.
TV CKD project, local production of television, including the local production of machine plug, hand plug, wave-soldering , injection moldingand so on; there is also a new automated assembly line. Local production of television is 300,000 per year.
Rolling washing Machine project, a new rolling washing machine production line is added. SKD produces 150,000 rolling washing machines per year.
The second phase started to plan in 2004; all the negotiations were finished in June 2005 and the construction was completed in the end of March 2006. The total investment reaches $ 10,080,000; all the equipments are purchased from Haier and it includes three projects:Refrigerator CKD project, local production of four types of refrigerators, including metal plate, adsorption, foaming, etc. Local production of refrigerator is 100,000 per year.
TV CKD project, local production of television, including the local production of machine plug, hand plug, wave-soldering and so on; there is also a new automated assembly line. Local production of television is 300,000 per year.Rolling washing Machine project, a new rolling washing machine production line is added. SKD produces 150,000 rolling washing machines per year.
Nigeria joint venture factory
In 2000, Haier Group and the UK PZ Group signed a joint venture agreement to build up a joint venture factory in Nigeria. The factory is mainly responsible for the assembly and sales of refrigerators, freezers, air conditioning of the joint brand Haier-Thermocool. Haier's international capabilities in Nigeria have been tested; it became the leading local brand in five years. Since the establishment, HPZ has made great progress in the Nigerian market; refrigerator and freezer take the largest market share continuously, becoming the first refrigeration brand in Nigeria. In recent years, the Nigeria company has made great efforts to promote the development of television, washing machine, water heater and other household appliances.
Tunisia joint venture factory
In 2000, Haier Group and Tunisia Hachicha Group set up joint venture factory HHW in Tunis. The factory was constructed from November 2001 and put into operation in October 2002. The factory covers an area of 10,000 square meters and a building area of 6,000 square meters; it is about 47km away from the Tunis city. The factory has the capacity of assembling 30,000 air conditioners, 25,000 refrigerators and 50,000 washing machines each year.
After 7 years of development, Haier has built a good brand image in the minds of consumers in this beautiful North African Mediterranean country; its market share continues to rise. White series home appliance represented by Haier air conditionings, washing machines and refrigerators are highly praised by consumers due to the high-quality.
