Global brand strategy

From the beginning of 2005, the group entered the stage of brand strategy of globalization, globalization and internationalization is different is the core of localization, which is different and OEM of domestic enterprises, and also South Korea enterprises stationed their employees around the world, the group is the creation of independent brands, establish localization design, manufacturing, marketing localization localization of &ldquo in &rdquo three-in-one overseas; center; employees are local people, to better understand the personalized needs of local users.

Now the group has established ten R & D centers in the world, the 21 industrial park, the 66 marketing centers, the total number of employees reached 73 thousand.

In fact, it is difficult for the group to create a brand, usually in foreign countries to develop a brand payment period is 8 to 9 years, so, as a record of their own brand of business, need to pay, the need for endurance. From the current Chinese brands accounted for the proportion of overseas markets, China's overseas sales accounted for only 4% of the brand, while the group accounted for about $82%, that is, every ten Chinese brands, there are a group of 8 brands.

At this stage of the sign of the event: 2012, Japan Group acquired a number of business, the successful implementation of the cross cultural fusion; later, the group also successfully acquisition of New Zealand; in January 15, 2016, the group of globalization and opened the page &mdash historic; — and GE Group signed a strategic cooperation memorandum, the integration of general electric business, not only to establish a new model of Sino US cooperation of large enterprises, but also the formation of a new alliance mode beyond the price trading between large enterprises, "the Wall Street journal" to describe Haier created the &ldquo &rdquo Chinese surprise;. Group in the international market really “ go up ” become the world's largest brand.