Haier pampers consumers with bespoke appliances

Wang Hongji from Hefei, capital of Anhui province, recently offered a unique birthday gift of a personalized air-conditioner to his calligraphy-loving father, thanks to the Haier Group, China's biggest maker of household appliances.

Initially, Wang faced disappointment: local malls and stores could not help in his quest for the extraordinary gift. Undaunted, he searched online for a solution. And found Haier was offering just the kind of customized service he was looking for.

He wanted his father's favorite phrase "Tian Dao Chou Qin", Chinese for 'God Rewards the Diligent' on the air-conditioner.