Haier Middle East and Africa team highlights overall growth increase of 20%

November 10, 2022

At their annual press conference and partner’s meet, Haier highlighted how their three-in-one localization strategy had enabled them to achieve multi-regional growth despite many uncertainties such as global inflation and the industry downturn this year. Among them, the Middle East and Africa region have an overall increase of 20%, 3 times more than the industry standard.

Haier Smart Home launched the development strategy of the Middle East and Africa market from multiple dimensions such as service, brand, and scenarios, and strengthened the proposition of jointly implementing Haier’s localization and brand creation strategy with partners, continuing to create value for local consumers, and making further breakthroughs, even optimized the strategic direction for global development.

Key Haier markets also shared their plans for 2023, with Haier Saudi Arabia launching platform-based and serialized products, which will meet local users’ differentiated needs and bring users a fast and professional installation service experience. Haier Egypt will deepen the three-in-one strategy of marketing, R&D and manufacturing. Among them, Haier Egypt Industrial Park, which is scheduled to be put into operation in the first quarter of 2024, will rapidly enhance its localized manufacturing capabilities and provide consumers in the Middle East and Africa with better-localized products. As the debut of Haier MEA Trading, it will transform in terms of products, channels and digitalization, continue to improve its ability to serve customers and consumers and implement a high-end brand strategy. At the last, Haier Gulf is planning to build the first smart home experience store locally, focusing on the interactive experience of offline touchpoints, providing one-stop solutions for gulf consumers, and interacting with partners at zero distance, moving forward hand in hand and creating a win-win situation.

With the continuous implementation of the strategy of localized Marketing, R&D and manufacturing and smart home strategy in the Middle East and Africa, Haier Smart Home will continue to upgrade its brand, product, marketing, supply chain, service and multi-country collaboration capabilities, and apply its successful experience to a global scale. Improve the smart life experience for more consumers and open up a broader space for its own development.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.