Haier

Retail

Room to invent.

Despite being the world's largest appliance company, China-based Haier faced a crowded U.S. market with decades-old incumbents. As Agency of Record, 50,000feet set about the process of transforming Haier into a relevant, approachable brand for urban-dwelling Millennials.

Insight

To help the world’s largest appliance manufacturer gain a leadership position in the US, our team repositioned the brand across businesses and categories, developed a brand strategy and mobile-first, omni-channel retail program.

Idea

As Agency of Record, 50,000feet set about the process of transforming Haier into a relevant, approachable brand for urban-dwelling Millennials. Welcome to America.

Impact

  • Supported Haier’s product innovation strategy for the US.
  • Refocused effort on higher margin products while creating more opportunity for multi-product sales (bundled selling, cross sell and upsell).
  • Repositioned as a whole home provider. Rationalized Haier's proposition into GE’s product portfolio as a mass premium offering for Millennials.

Brand Identity Guide and Activation