Haier Group, China's largest maker of home appliances, is reviewing its branding strategy ahead of an overseas sales offensive to boost revenue.
The group, which is seeking to lift sales about 15 per cent this year, is targeting foreign sales of US$4 billion as it seeks out new markets. It has invited roster agencies to map out a branding strategy that can be applied to the mainland and exported globally.
Agencies in the running include Asatsu-DK (which handles Haier's small appliances), Dentsu (air-conditioners), FCB (refrigerators, washing machines, colour TVs) and Saatchi & Saatchi (appointed late last year to handle corporate branding).
"The pitch's significance is in helping the China brand and Olympic sponsor get its branding right. It currently uses more than 10 slogans and agencies have been asked to present a single message to consumers," said a source.
Haier is one of five national sponsors of the 2008 Games. While its own-name brand products account for more than 95 per cent of its foreign sales, it is coming under growing pressure from the likes of Hisense Group as well as international names such as Siemens and LG Electronics.
The brand, however, sees its Olympic tie-up as a critical part of plans to become the world's number one white goods brand by 2008, and is expected to boost corporate brand spend to capitalise on its sponsorship.
Current above-the-line spend is estimated at Rmb 800 million (US$99 million).
