Haier is looking for attention

At this year’s Consumer Electronics Show, Haier (海尔) presented the world’s first TV set without any wire. To achieve this, Haier applied different already existing wireless technologies for the transmission of electricity, video signal, etc. The result is still a concept and will not be commercially available before two years. But Haier probably got what it wanted: the company managed to get some international coverage.

So far, Haier has been quite successful; but its biggest achievements have been  in a completely different market. Producing all kinds of electronic appliances, Haier has established itself as the number one brand in the Chinese countryside. There, Haier is a symbol for quality, affordable prices, good customer service, etc.

Haier has reached this desirable position by systematically studying and targeting the needs of the consumers in China’s countryside. Instead of wireless TV sets, Haier has built its name there by providing, for example, refrigerators that are protected from the bites of small animals.

In 2009, Haier benefited from one of the governments stimulus policies whose aim is to “bring electronic household appliances to the countryside” (家电下乡), and which consists of subsidies for the most needy.

Already now, Haier is a global company present in many countries. By showing to the world its wireless TV concept,  Haier has signaled that it aims to be successful in the high-end market segments around the world as well. Whether it will succeed is another story; but its strong position in its domestic market is unlikely to weaken soon, which should boost the company’s confidence.

Chinese sources: 海尔推出全球首台“无尾电视”; “家电下乡”冰箱拔头 海尔等大品牌受益大