- Globalization Phase (1998-2005): In the 21st century, the brand used the globalization opportunity and started to earn from foreign exchange by leveraging lower product costs and functioning as an original equipment manufacturer. The company exported all its products to foreign countries at a cheaper rate and made its appearance in the market globally. The main feature of this phase was the implementation of globalization strategy in three steps. First is to enter into international main stream market. Second is to utilize main sales channel to deeper market penetration and finally to establish Haier as an internationally recognized global brand. The achievement in this phase was that they established six key regional markets at North America, Europe, Middle East, Africa, Asia Pacific and South Asia, respectively.