Haier SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Haier analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Haier SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Haier to benchmark its business & performance as compared to the competitors and industry. As of 2020, Haier is one of the leading brands in the consumer electronics sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Haier competitors and includes Haier target market, segmentation, positioning & Unique Selling Proposition (USP).

Haier SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Haier Brand Analysis
Parent Company

Haier Group


Home appliances


Consumer Electronics

Tagline/ Slogan

Inspired Living


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

Haier STP
Haier Segmentation

People looking for consumer electronics & appliances

Haier Target Market

Middle and upper class segments

Haier Positioning

Haier is a Chinese consumer electronics brand with global presence

Haier SWOT Analysis
Haier Strengths

Below are the Strengths in the SWOT Analysis of Haier:

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

Haier Weaknesses

Here are the weaknesses in the Haier SWOT Analysis:

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

Haier Opportunities

Following are the Opportunities in Haier SWOT Analysis:

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

Haier Threats

The threats in the SWOT Analysis of Haier are as mentioned:

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

Haier Competition

Below are the top 4 Haier competitors:

1.LG Electronics
3.GE General Electric


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Haier. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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