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It chose Germany as its primary destination and, in 1990, shipped its first batch of refrigerators. A year later, in 1991, it adopted its global brand name “Haier” from a German appliance maker that supplied technology to the company in its early days (Landler, 2000). The new name, replacing “Qingdao Refrigerator Co.”, provided the group with a recognizable name which could be marketed internationally.
1992-1998
After becoming certified with the ISO 9001 certification in 1992, The Haier Group launched an initial public offering on the Shanghai Stock Exchange under “Qingdao Haier Refrigerator Co...
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