Haier was incorporated in 1984 only producing household refrigerators. Over the past 20 years, the company has witnessed significant prosperity and is now a transnational organization widely recognized in the world community. Haier currently manufactures a wide range of household electrical appliances, 15,100 varieties of items in 96 product lines, and exports products to more than 100 countries. In 2004, Haier's global sales hit RMB101.6 billion and Haier brand, valued at RMB61.6 billion, topped all Chinese trademarks at a nationwide survey. On April 18, 2005, Haier was ranked 89th of the 2005 World's 500 Most Influential Brands by the World Brand Lab. Haier CEO Zhang Ruimin was placed 26th on the list of the World's 30 Most Respected Entrepreneurs issued by Finance Times on 7th December, 1999, the 6th of the Asia's 25 Most Powerful People in Business in Fortune publication August, 2004 and first of the 25 Most Powerful Business Leaders Inside China on the Chinese Edition of Fortune April 2005.

Haier's international promotion framework encompasses global networks for design, procurement, production, distribution and after-sales services. Haier has established 10 manufacture complexes, 30 overseas production factories, 8 design centers and 58,800 sales agents worldwide.

From Zhongyikang Statistics, Haier's leadership position in Chinese home appliance industry has been solidified by obtaining the domestic market share of 21% for overall appliances, far ahead of all its competitors, 34% for whitegoods, exceeding globally recognized domination line, and 14% for small electric appliances, overtaking all previous competitive rivals.

In the world market, Haier has gained first place in the United States for sales of compact refrigerators and wine coolers, in Iran for washing machines and Cyprus for air conditioners.

From Euromonitor Statistics, Haier is ranked fourth in the revenue from the global sales of whitegoods. Haier is determined to gain the top position in this sector.

On March 4, 2002, Haier unveiled its American headquarters in the landmark neo-classical building, the former offices of the Greenwich Savings Bank, on Broadway, Manhattan, New York, an indication that Haier had moved into a new phase for globalization of product design, manufacture and sales and had a strong determination for long-term development in the United States. On August 20, 2003, Haier erected an electric billboard in the shopping district of Ginza, Tokyo, symbolizing that Haier's determination to reach Japanese marketplace.

Facing the challenges brought by E-commerce and China's accession to the WTO, Haier began a management restructuring program in 1998 backed by the efficient Haier Market-chain System practice. During first 5 years, Haier focused on the organization restructuring, management decentralizing with application of advanced information and network systems in order fulfillment, Market-chain performance, logistics, capital operation, after-sales service, product inventory and operational cost reduction. During second 5 year period from 2003, Haier carried out the SBU (strategic business unit) management to stimulate the enthusiasm of every employee and to enhance Haier's competitiveness in global marketplace.

Over the past 20 years, Haier provided more than 100 million appliances to worldwide consumers and paid cumulatively a total tax of RMB13.6 billion, of which RMB2 billion in 2004, RMB5.5 million per day on average.

Haier has scheduled to finance 100 Project Hope primary schools, of which 47 are put into operation. Haier has 51,000 full time employees and hires 175,000 contract service personnel, providing a total of 230,000 job opportunities.

Haier's management has been worldwide recognized. Haier's experience has been introduced in 16 case studies in business merger, financial management and corporate culture by 7 foreign educational institutes, including Harvard University, University of Southern California, Lausanne Management College, the European Business College and Kobe University. Haier has been recommended to the EU Case Studies by Lausanne Management College for Haier Market-chain Management.

Haier's goal is to become a global recognizable brand.