Olympic Games Accelerates Haier's Global Branding
Recognition as a Global Company Increases Clients More Confident in Haier
QINGDAO, China, Sept. 29 /Xinhua-PRNewswire/ -- Haier, the world's fourth largest white goods manufacturer, closed with success its sponsorship of the Beijing 2008 Olympic and Paralympic Games, and is on track to reach its goal of becoming a truly global brand. As the official white goods sponsor of the Beijing 2008 Olympic and Paralympic Games, Haier combined the enthusiasm for the Olympic Spirit with its global branding strategy to expedite its globalization process. According to a survey conducted by IPSOS in August 2008, 90% of respondents recognized Haier is a global company among all the sponsors. This is a 47% increase from 43% of respondents in the same period one year ago. The Olympic Games platform also offered Haier the opportunity to strengthen its relationship with distributors globally. Haier's top clients expressed overwhelming pleasure with its hospitality program during the Olympic Games, articulating great confidence in Haier's future. This confidence translated into real business value: in the first eight months of 2008, Haier's turnover overseas increased 26% more than compared with the same period in 2007. In support of the "Green Olympics," Haier actively worked to reduce the environmental footprint of the Olympic Games by providing over 60,000 environmentally-friendly and energy-efficient products to all the Olympic venues in Beijing and co-host cities. This provision demonstrates the "green" quality of Haier's products and the company's commitment to a sustainable future, which has been recognized by Greenpeace. The United Nations Environment Program (UNEP) praised the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), the City of Beijing, and the co-host Cities for its environmental initiatives. Haier will carry on the "Green Olympics" legacy and introduce more "green" products to the global market. Mr. ZHANG Ruimin, Chairman and CEO of Haier, said: "Haier's objective is to become a global brand; the fact that Haier already started its globalization process gave us the strength to sponsor the Olympic Games. The Olympic Games provided us with a great platform to showcase the quality of our products to the world. The Games have boosted our globalization process by linking Haier to the Olympic Rings and Spirit." "The Olympic Games are like a large ship - only those with a clear vision can steer the ship in the right direction. In this globalization and information age, Haier strives to satisfy the needs of our customers more quickly and more accurately; we will continue working toward becoming recognized internationally as a company offering products 'Innovated in China' rather than 'Made in China'." Haier raised its profile globally through a series of activities during the Olympics. Haier will fulfill its "One Gold Medal, One Olympic Hope School" program where 51 schools will be built throughout rural China to help more than 30,000 disadvantaged children finish school. Over 82,000 Chinese and international visitors experienced the future of home appliance technology inside the Haier "Making the World a Home" experience center. About Haier Group Founded in Qingdao, Shandong province, China, in 1984 under the leadership of ZHANG Ruimin, its current Chairman and CEO, Haier Group Co. Ltd. is the world's fourth largest white goods manufacturer. Distributed in more than 160 countries and regions, Haier is one of the best known Chinese brands in the world. Haier employs 50,000 people, including 10,000 outside China. Please find broadcast quality video on the website: http://www.thenewsmarket.com/haier
SOURCE Haier Group
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