Olympic Games Accelerates Haier's Global Branding

Recognition as a Global Company Increases Clients More Confident in Haier

Sep 29, 2008, 01:00 ET from Haier Group

    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
     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
     Please find broadcast quality video on the website:

SOURCE Haier Group