In January, the company agreed to buy General Electric's home appliances business for $5.4 billion in cash.
"Haier's strategy is to localize its production in Russia as fast as possible. Over the next two to three years, up to 70 percent of production in Russia is planned to be localized," said Mikhail Babich, Russian presidential plenipotentiary in the Volga Federal District.
In addition to financial investment, Haier is introducing a unique production model and innovative technology to Russia.
It implements special flaw-minimizing technologies at all production stages from manufacturing to assembly and packaging. It has built two laboratories in Naberezhye Chelny, one to check the quality of the products and the other to develop innovative technologies.
Haier has always made efforts to implement "One Belt and One Road" initiative and establish manufacturing bases in Russia. It began to enter the Russian market in 2008 and carried out deep research in the local market, the company said.
It launched large-capacity and energy-efficient refrigerators, with a height of 1.9 to 2.0 meters, to meet specific needs and eating habits of Russian consumers.
Haier's 2015 revenue in Russia was ten times that of the 2010 figure. Turnover of home appliances dropped by 15 percent last year, while Haier's turnover increased by 78 percent.
In 2015, the specialists from Naberezhnye Chelny had undergone training at Haier factories in Shandong province of China and have since returned to their home base to put their knowledge to practice.
Yannick Fierling, chief executive officer for Europe operations of Haier, said the new factory would help the company to improve productivity and be more proactive towards the European market. The key to successful globalization is successful localization and getting closer to target markets and end-users, he said.
Zhou Nan, deputy secretary general in the home appliances branch of the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, said: "The time for Chinese home appliances (to shine in Russia) is coming. On one hand, the appliance makers need to improve their global layouts; on the other, they need to speed up the pace of going abroad by virtue of the Belt and Road Initiative."
