Haier had exported appliances on an “original equipment manufacturer” (OEM) basis since the
early 1990s, and by the mid-1990s had established several overseas JVs in Asia. (See Haier in
International Markets on 10.) Haier was anxious to focus on overseas markets, but after a decade of
adding factories, the company first reorganized to achieve greater efficiency and position itself to
compete effectively with multinationals both at home and abroad. Haier’s many manufacturing
facilities were restructured into seven product divisions: Refrigerator, Air Conditioner, Washing
Machine, IT Products, Kitchen & Bath, Technology Equipment, and Direct Affiliates (including
communications, housing, and biological engineering).