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In a recent development, Russian media reported that Haier, the global home appliance giant, has signed a tripartite agreement with the government of Tatarstan and the city of Naberezhnye Chelny to establish a washing machine factory along the Kama River. This strategic move aims to meet the rising demand for home appliances in the Russian market. The factory is currently under construction, with an initial production capacity of 500,000 units annually, and is expected to be fully operational by July 2019.
The location of the factory is on the picturesque Kama River, a scenic area known for its natural beauty. Despite the cold weather in late autumn, where temperatures often drop below freezing, the Haier team remains highly active. One of the designers involved in the project expressed his pride in being part of this ambitious endeavor. He mentioned that even though the weather isn’t too harsh yet, he regularly visits the site to ensure the design meets the highest standards.
Dmitry Tebenkov, who oversees the planning of the industrial park, stated, “The new washing machine factory will require an investment of $50 million, creating 350 jobs locally. This facility, along with the refrigerator plant that started operations in 2016, marks the first phase of Haier’s industrial park in Russia. The park includes not only manufacturing facilities but also administrative offices and R&D centers. It’s setting a new benchmark for local industrial parks, and I’m proud that Haier brings such high standards to the region. Once the factory starts producing in July 2019, its products will spread across Russia, Central Asia, and parts of Europe. I believe we are about to create another ‘Chinese miracle.’â€
Haier’s expansion into Russia goes beyond just building factories—it reflects a broader global strategy. In October 2017, Haier launched its “clothing care†lifestyle solution, marking a shift from selling single products to offering complete life solutions. The Russian washing machine factory is part of this vision, transforming traditional laundry setups into advanced clothing care systems. As one of Haier’s overseas IoT factories, it exemplifies the company’s commitment to innovation and user-centric design.
According to Ding Laiguo, General Manager of Haier Clothing Care China, the “clothing care†strategy was driven by evolving consumer needs. “In the past, washing machines were simply used to clean clothes. Now, users expect more—better care, better preservation, and smarter solutions,†he explained. Haier’s clothing care washing machines provide tailored solutions for different scenarios, and these innovations will soon be available to consumers in Russia and Central Asia.
This success is not accidental. In January 2017, Euromonitor ranked Haier as the top global home appliance brand for the eighth consecutive year. Its washing machines continue to lead the market, maintaining a significant gap over competitors. This achievement highlights the effectiveness of Haier’s “three-in-one†localization strategy—combining manufacturing, sales, and R&D to meet local needs. Through steady and consistent expansion, Haier has become a dominant force in the Russian market.
Today, Haier products are exported to over 160 countries worldwide. From exporting goods to establishing local enterprises, the company has built a strong global presence. With its deep-rooted international strategy, Haier has evolved from a Chinese brand into a globally recognized name, shaping the future of home appliances around the world.