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Haier establishes Asian headquarters in Japan

Zafar Anjum | Feb. 15, 2012
Global major appliances brand manufacturer plans its growth in Asia by establishing a stronger foothold in Japan.

Haier Group, a major global appliances brand, is establishing its Asian headquarters in Osaka, and two R&D centres in Tokyo and Kyoto in Japan.

Haier's Asian headquarters will oversee the innovation-oriented R&D, manufacturing, and marketing across Japan and outside Japan regional markets.

This was announced in a press conference in Japan today. The company also unveiled Haier's second brand in Japan, AQUA.

Last year, Haier purchased SANYO's washing machine and consumer refrigerator businesses in Japan, in addition to its washing machine, refrigerator and consumer home electric appliances businesses in Indonesia, Malaysia, the Philippines and Vietnam. AQUA, as part of SANYO's intangible assets, was transferred to Haier in 2011.

Now, Haier owns two brands, Haier and AQUA, in the Japanese market as part of its dual brand strategy.

Following the acquisition, Haier decided to keep AQUA's DNA -- its unique technology, function and concept -- intact to continue to provide high-quality products to Japanese consumers, the company officials said.

Besides Japan, Haier is also launching its duel brand strategy in the Southeast Asian market where it will operate under the brand names of "Haier" and "SANYO."

"Haier chose Japan as the home for its Asian headquarters because of the country's mature home appliances market and its global leadership position in terms of technological innovation and design," said Du Jingguo, Haier's vice president. "This combined with the deep understanding and insights that Haier has gained over the past 10 years of operations in Japan, as well as its leading-edge innovation and world-class competitiveness will help accelerate its growth and consolidation as the world's No.1 Global Major Appliances brand."

 

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