Haier SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 7059

SWOT Analysis of Haier with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Haier Group


Consumer electronics and Home appliances


IT & Technology

Tagline/ Slogan

Inspired Living


Haier has the largest share of white goods & consumer appliances across the world

Haier STP


People looking for consumer electronics & appliances

Target Group

Middle and upper class segments


Haier is a Chinese consumer electronics brand with global presence

Haier SWOT Analysis


1. Haier has one of the world’s largest market share in white goods
2. Among the top 20 most trusted brands in India with strong advertising
3. Haier is a leader in China in volume terms in the major appliances market
4. It is growing its international reach also and has growing retail footprint

5. Has a cash conversion cycle of -10 days

6. Over 80,000 people are employed with Haier

7. Acquisition of other companies & brands have further strengthened Haier's market position


1. Haier is too dependent on China. Most of its volume sales have been reported in China.
2. Heavily reliant on government subsidies in China


1. Acquisition of Sanyo brand gives Haier greater footing in Japan and high growth economies like Vietnam.
2. Its wide product range across price segments helps it play well in markets like India

3. More tieups will give Haier a global perspective in Europe and US


1.Rising wages in China might exert pressure on its margin
2.Possible decrease in major appliance spending in China especially in the premium segment where Haier is present through its Casarte and Leader brands



1.LG Electronics
3.GE General Electric


The table above concludes the Haier SWOT analysis along with its marketing and brand parameters.


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