Haier, China’s number one white goods manufacturer, is projecting an eight per cent increase of its market share in the Middle East region this year.
The company, which has recorded 300 per cent growth in its UAE sales last year compared to 2002, is also planning to invest $1 million in logistics centres in Dubai and Sharjah free zones before the end of this year.
According to Tan Lixia, vice-director overseas promotion division, Haier Group, who is currently visiting the UAE, Haier is targeting $100 million turnover in the Middle East region this year against $600,000 in 2003. “The Middle East is a very important market for us and we have invested a lot here,” she said.
At present, the company has three manufacturing units in the Middle East, including production facilities for washing machines, refrigerators and air conditioners in Iran, Jordan and Syria, and established an efficient after sales service network in the region.
UAE is the second biggest market for Haier products in the Gulf region, after Saudi Arabia. Haier goods have been available in the UAE for the past decade through its sole agent Super General Company.
According to Hakimuddin Kurban Husein, general manager, Super General Company, there is a large domestic and marginal re-export market for Haier products in the UAE.
With the last year’s global turnover of $9.7 billion, Haier Group was placed second on the list of world top manufacturers for household appliances and is among the top 100 most influential brands in the world. Lixia said that this year the company is all set to reach a $11 billion global turnover target.
The company, which is producing almost everything in home appliances, including white and brown goods, is also planning to enter the UAE mobile phones market with the launch of the P5 slim and light mobile phone in a week’s time from now. The new device will be retailed at Dh475.
From menafn.com
