A recent article in the China Stakes newspaper had commented that Haier will cease global manufacturing operations, but Haier Australia has responded, claiming it will still continue to manufacture its own brand while expanding focus to a ‘customer value oriented strategy’.

“Australian customers can rest assured that, Haier is still going to manufacture their own products,” said Haier Australia CEO, Keith Allen.

“Haier Australia is owned by the parent company, Haier Group and will continue to grow with the Australian market.”

Allen reinforced Haier’s position in the market place as a well established appliance manufacturer and that the company will continue to offer innovative and quality products, but will now expand its focus to a ‘customer value oriented strategy’.

“The Haier Group is taking a different look on the future and is putting more emphasis on offering a complete customer solution as opposed to being just a low-cost manufacturing company,” he said.

In 25 years of business Haier is now the fourth largest whitegoods manufacturer in the world with 29 manufacturing facilities globally. Haier expressed that all these factories will remain a key component of the Haier business.