Haier AC Presentation

30th July 2014

Contents

Brief of Haier Group

Brief of Haier Air Conditioning Division
Historic Development of Haier Air Conditioning
Industry Trend and Haier Air Conditioning Focus
Global Manufacturing Capacity
Product Range
Quality Assurance System

Strategic Stages of Haier Group

5 strategic stages

Focus on domestic
growth
Building No.1 brand
through ref. with TQC
system

Three in one
framework in
overseas market
- Localized R&D
- Localized
production
- Localized sales &
marketing

Expanding from
ref. to full line up
of appliances
Starting export
business

Global brand
building
Business model cooperation aligning
with industry peers
-Global partner,
M&A (SANYO,
FISHER&PAYKEL)

Global Branding

Internationalization
Diversification
Brand Building

Being open
- Internally, organization change from
triangle to reversed triangle structure
- Externally, being fully integrated
horizontally and vertically
- R&D
- SCM
- Production
- Sales & Marketing

Stage of Internet Era

Haier Brand Vision in Internet Era

The Internet era is a diverse and unconventional time, where one size fits all products and solutions simply arent
enough. Customers want to be treated as individuals and respected for who they are.
Everyone wants their unique lifestyle acknowledged . That is why Haier listens closely to you in order to gain a
genuine understanding of what is going on in your life and what is on your mind. So each of you can get the smart
home experience you deserve: be it simple, sophisticated, organized or enjoyable.
As a worldwide industry leader, Haier innovates beyond products and solutions and turns the organization into a
wholly connected platform. In doing so, internal and external resources are connected quickly and easily. We believe
only by doing so, we can best meet our consumers expectations in this rapidly evolving world.
Be part of the Haier Network. Create new possibilities.

Haier Business Size

Year 2013, Haier total sales reached 29.4 billion USD.
294

280 UnitUSD100 million

260

253

240

232

220
200

191

180
160

162

140
120

128

208

175

139

100
80
60
40
20
0

1984 1991 1998

2005

2006

2007

2008

2009

2010

2011

2012

2013

Haier Main Business

Haier Group Main Business

Consumer
Solution

Refrigeration

Laundry

Kitchen & bath room

DAC

Digital Products

Commercial
Solution

CAC

New energy

Medical purpose low

temperature solution

Service
Solution

Distribution channel

Financial service

Real Estate
Solution

Real Estate

Haier Global Network

Haier has built up its infrastructures globally to meet the customers quickly evolving demands, including R&D
centers, production facilities, trading companies and sales networks etc.
Haiers five R&D centers around the world have forged strategic partnerships with first-class suppliers, research
institutions, and prestigious universities to create an innovative ecosystem composed of internal and external
scientists and engineers connected by virtual and physical networks.

Brief of Haier Group

Brief of Haier Air Conditioning Division
Historic Development of Haier Air Conditioning
Industry Trend and Haier Air Conditioning Focus
Global Manufacturing Capacity
Product Range
Quality Assurance System

Historic Development of Haier Air Conditioning

A history of technology innovation & global business expansion
Introduced intelligent air
conditioner with the function of
security, monitoring and
management functions.

2011~
2012
2010

Introduced 1st

DC inverter air
conditioner in China
Qingdao Qingkong Air
Conditioner Factory was
merged by Haier Group

1998

ST

Haier introduced the 1

inverter air conditioner in

1994

China
Haier got ISO9001

1993

In the same year, Haier

acquired its 1st export
business to Italy

Qingdao Qingkong Air Conditioner Factory

ST

split air conditioner

2000~
2003
EPA released
energy star to Haier air
conditioner
Starting export to

Focusing on indoor
air quality features,
introducing the
models with
formaldehyde
elimination function
and PM2.5
elimination function

Launching WIFI air conditioner

in China, Italy
and South Asia
Keeping 15%
market share in
America for WAC
and acquiring

Top Five
ranking in market
share in Italy

Japan
DC inverter with
R410A technology

Certificate by DNV

1985

China 1

2013~
2014

Innovation &
Globalization

Industry Trend and Haier Air Conditioning Focus

Globalization
OVERSEAS EXPANSION
Expand overseas business, increasing the contribution of overseas business to the total sales
for strengthening the competitive power from business scale.
INTERNATIONAL SUPPLY CHAIN
Focusing on the competitiveness of building up international supply chain

Business model Open minded cooperation with industry peers

HUMAN RESOURCES
Open to outside human resources, welcoming specialists from industry
COOPERATION & COMPETITION
Open to horizontal and vertical cooperation aiming to synergize business strengths

Industry Trend and Haier Air Conditioning Focus

Smart solution
END USERS ASPECTS
DISTRIBUTORS/INSTALLERS
ASPECTS
ENVIRONMENT ASPECTS

Global Manufacturing Capacity

Domestically, Haier is running 9 factories, 1 of which is MHAQ,
Heavy.
Total production capacity is19

a JV between Haier and Mitsubishi

Unit: K Sets

million sets per year.

RAC
Factory

Dalian
Zhengzhou

Qingdao Jiaozhou
Huangdao MHQAC

WAC

CAC

Split

Unitary

Others

Qingdao

2,000

Huangdao

250

200

550

MHAQ

1,000

Jiaozhou

250

2,750

Dalian

2,000

Wuhan
Chongqing

2,000

3,000

Wuhan
Chongqing

Hefei

Hefei
Zhengzhou
Total

2,000

3,000

2,500

14,750

1,200

550

Global Manufacturing Capacity

In Overseas markets, Haier is running 6 manufacturing plants.
Total production capacity around 1 million sets per year.
Unit:K Sets

Tunis
Bengal
Algeria
Pakistan
Nigeria Thailand

Country

Capacity

Pakistan

500

Thailand

240

Tunis

80

Bangladesh

30

Nigeria

100

Algeria

50

Total:

1,000

Product Range
Categories

Description

By usage

Residential, light commercial and commercial

By space

5~10000

By product group

Air treatment, Window, Split, Packaged, MRV & Chilled

water products

By product category

Air purifier, dehumidifier, window air-con, split high wall,

cabinet, cassette, duct, US duct, PTAC ,console,
convertible

By refrigerant

R22, R410A, R32, R134a

By technology

On-off, DC inverter; oil free centrifugal

By climate type

T1 &T3

By different energy
efficient standard

A~C class for Latin America

3 star level for Middle East
SCOP and EUROVENT for EU

Remark

Quality Assurance System

A stage by stage and closed loop procedure and system for quality control
Full PLM procedure perspective
Production perspective
Field feedback
Modulized design (Supplier)

Quality Assurance System

Investment in hardware for R&D
User experience center has planned 127 laboratories with 76 labs in running already, among which 71 labs are for
CBU testing and 5 labs are for specialized test on parts, including 54 psychrometric labs, 1 calorimeter lab, 1 user
comfort evaluation lab, 3 semi-anechoic labs, 2 EMC labs, 1 heat exchanger lab, 2 compressor labs etc.
The user experience center can test split, floor standing, window, convertible, cassette and duct air conditioners,
dehumidifier, chiller and so on, with cooling capacity from 200W to 95000W. The operating condition can be adjusted for
temperature from -25 to 60 and humidity from 20% RH to 95% RH (Relative Humidity).

Acoustic lab with

operating condition
(SEMI-anechoic)

All-weather simulation and user comfort evaluation lab

Height drop testing tower

Quality Assurance System

Global certifications

Thank You