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In a recent development, Russian media reported that Haier recently signed a tripartite agreement with the government of the Republic of Tatarstan and the city of Naberezhnye Chelny to establish a washing machine factory along the Kama River. This new facility aims to meet the rising demand in the Russian market. The factory is currently under construction, with an intended production capacity of 500,000 units annually. It is expected to be fully operational by July 2019.
The project has sparked excitement as it marks another step in the expansion of "Chinese miracles" across Central Asia and Europe. Located on the scenic Kama River, the site is already experiencing cold weather, with temperatures dropping below freezing in late autumn. Despite the harsh conditions, workers at the Haier factory remain dedicated, often seen working hard on-site. One of the designers involved in the project shared that he feels proud to contribute to this ambitious venture. He mentioned that while the weather is not too severe right now, he frequently visits the site to ensure the design meets the highest standards.
A local official responsible for the industrial park’s planning highlighted the significance of the investment, stating that the new washing machine factory will require $50 million in funding and create 350 local jobs. This factory, along with the refrigerator plant launched in 2016, forms the first phase of Haier Russia’s industrial park. The park includes not only manufacturing facilities but also administrative and research centers. According to Dmitry Tebenkov, the project has set new benchmarks for local industrial parks. He expressed pride in Haier’s ability to bring world-class standards to the region. Once the factory starts production in July 2019, its products are expected to spread across Russia, Central Asia, and parts of Europe, potentially creating a new "Chinese miracle."
Haier's global strategy extends beyond just exporting products—it's about building factories and establishing long-term presence. In October 2017, Haier announced a strategic shift from selling single products to offering complete life solutions, launching the world’s first “clothing care†lifestyle concept. The Russian washing machine factory is part of this transformation, moving from traditional washing machines to advanced laundry care solutions. It serves as one of Haier’s overseas IoT factories.
What exactly is the clothing care strategy? Ding Laiguo, general manager of Haier Clothing Care China, explained that the evolution of consumer needs has driven this change. Previously, washing machines were used solely for cleaning clothes. Now, users expect more—careful washing, preservation, and even smart features. Haier’s clothing care washing machines provide tailored solutions for different lifestyles. These innovations will be integrated into the new Russian factory, bringing a new level of care and convenience to consumers in Russia and Central Asia.
Haier has solidified its global presence with eight consecutive years of top rankings. In January 2017, Euromonitor officially recognized Haier as the number one brand worldwide for the eighth time. Its washing machine division continues to lead globally, maintaining a significant gap over competitors. These achievements reflect Haier’s effective global strategy, which combines manufacturing, sales, and R&D under a localized approach. By focusing on the specific needs of local users, Haier has successfully expanded its footprint in the Russian market and beyond.
Today, Haier products are available in over 160 countries and regions. From exporting goods to establishing local operations, Haier has become deeply embedded in the global market. As a result, the brand has grown from a Chinese company into a globally recognized name, shaping the future of home appliances around the world.