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Haier marches on in int'l market

By Ju Chuanjiang (China Daily)
Updated: 2007-03-13 09:40

The company has undertaken six national "863 technology projects", five "national torch technology projects" and 47 national key projects for research and development of new projects.

Last April, Haier developed the nation's first dryer-tumble washer, attracting large volumes of orders from overseas sales agents in Germany, Spain, France and Russia.

"We have developed a series of high-end home appliance products following large investments into technological innovation. Now we will attach more importance to the establishment of sales networks that meet high-end overseas market demands," Yang explained.

As a result, Haier is seeking more partnerships with leading international sales agents in order to build a more professional and effective global sales network, according to Yang.

Haier also signed a sponsorship project with the United States' National Basketball Association (NBA) last April, becoming the sole TV sponsor for the world's leading basketball competition.

Meanwhile, the company also launched a sponsorship project with a basketball team in Saudi Arabia and set up the Haier Rocket Basketball Team in April last year.

"Such cooperative projects with the world's leading sports entities will help boost Haier's development in the global market," Yang said.