Haier plugs into 'success' in foreign markets

Editor's note: An increasing number of Chinese companies are emerging on the world stage as they strive to establish their brands outside the country. China Daily reporters asked the heads of some of the best-known how they present themselves overseas, how they compete against their global counterparts and how they might use lessons learned from their multinational rivals. This report, the second in our series, is by Lyu Chang and Xie Chuanjiao in Zhengzhou.

As Chinese companies spread their wings abroad, some have been bogged down due to the "low price and poor quality" of their products. But one Chinese company has not only managed to buck the trend, but has also carved out a niche for itself with its consumer electronics products.

So much so that Haier Group, one of the largest home appliances and electronics makers in China, is now a household name in overseas markets for cutting-edge high-tech products and stands several notches higher than most of its Western peers in product research and development.