“Space Battle” for Haier
June 16, 2012 was a historic day for Haier: its spacecraft refrigerator succeeded in serving Shenzhou 9 Spacecraft’s mission of launching, docking with the Tiangong 1 Space Station and returning earth, which means that Haier has become the only one home appliance producer in the worldwide that has mastered the spacecraft refrigerator technologies.
Haier’s unique preeminence of spacecraft refrigerator technology has further contributed to its powerful influence in the global appliance industry.
It is universally acknowledged that, during the past ten years, successful brands have become the symbols of countries. Brand construction means much more than merely the brand itself, of which the further influence is that, the recognition of a brand can remind the consumers of active country image, e.g., iphone reminds people of America; Nokia of Finland; renowned watches of Switzerland; Ikea of Sweden…
One phenomenon that has been commonly acknowledged is that Haier has become a symbol of China. For Haier, with a business history of less than 30 years, the higher goal is becoming the first choice of world’s consumers as a local brand, that is, Americans will regard Haier as an American brand and so do Europeans.