Haier goes high-end in Japan

Tokyo (CNS) -- Haier Group has officially launched its new high-end brand AQUA and will establish an Asian center and two research and development (R&D) centers in Japan, it announced at its Tokyo press conference on Wednesday.

Haier positioned itself for the middle level market of appliance brands during its 10 years of exploration in Japan. AQUA, known as the water-saving washing machine, is expected to launch a strong competitive bid for the high-end market.

Haier plans to achieve annual sales revenues of 50 billion yen in 2012, of which 35 billion yen will come from the AQUA product.

Last July , Haier bought the SANYO's washing machine brand AQUA, as well as its washing machine and refrigerator R&D and sales businesses in Japan, Indonesia, Malaysia, the Philippines and Vietnam for US$ 128 million.

Haier now owns 61 sales centers, 10 R&D centers and 21 industrial parks around the world and has emerged as the champion of global appliance giants for three consecutive years.