Haier brand

Ad performance: the first based on China's home appliances have been stepping up localization support.

Haier's success stems from its earlier that "the first Chinese household electrical appliance brands" positioning, and in 1995 the State Council Development Research Center launched the "China" the most scored in the assessment activities, "the first Chinese household electrical appliance brand" title. Since then, Haier launched a huge momentum of brand promotion, while the positioning around a beautiful integration. For example, Haier's product line layout like Changhong, Gree, and other brand development as a one-way, but the early introduction of refrigerators, air conditioners, washing machines, freezers and other products, which customers in mind there is no limitation in the brand's color TV, air conditioning brand recognition Know; prices, Haier adhere to high prices; operation, Haier stressed that services and costs in the country at high-end shopping malls store shop layout, while in the city the "Haier Street  Road" image projects.

Today, "China's first" Haier is facing the impact of domestic brands and challenges. In 2004, Haier has created "the world top 100 Chinese brand Haier selected only" a new positioning, generous once again launched air, sea and land to spread advertising, and this honor in the Haier wide range of products in ads. This would greatly enhance the sense of Haier's international brand image, "the first" targeted support has played a major role.

Recommendations: continue to promote overseas strategy, and further, "do it" number one brand.