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Electrical appliances: Haier takes on Europe
 Le 26 february 2010
 Open2Europe, the European communications agency and partner for companies wishing to expand internationally, has announced the start of its collaboration with the Chinese group Haier, the world’s number one name in whitegoods, present in over 160 countries. Since setting up in Europe in the 1990s, the Haier group has not ceased to notch up its market share. In 2008, the successful launch of its 3D refrigerator range – designed in Europe to meet the desires of local consumers – allowed Haier to position itself as a heavy-duty actor in the high-end segment. Today, the European market is strategic for this group wishing to accelerate its development and improve its visibility in the eyes of the general public and professionals, and to make its way up to the top 5 in European brands by 2014.
Haier was drawn to the advantages offered by Open2Europe’s centralised business model, as well as the opening of Open2China, Open2Europe’s Chinese subsidiary in Shanghai. Finally, Open2Europe’s experience in consultancy for European strategies, press relations, numeric communication and Web 2.0 won over Haier, seeking to launch campaigns to accompany the release of its cutting-edge products. This collaboration comes at a time when Haier is celebrating its 25th birthday and announces a series of innovations for 2010. “After the creation of the web site dedicated to Haier’s 25th birthday, we decided to extend our collaboration with Open2Europe to the implementation of a large-scale European communication strategy,” declared Duan Wei, Marketing Manager for Europe at Haier. To meet the new expectations of consumers and to improve their daily lives, Haier is promoting handy products featuring a modern design, resolutely focused on energy savings.
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| LAST ISSUE |
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Commerce International - March 2010
No 61
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English 
