- Diversification Development Phase (1991-1998): By the early 1990’s the company observed that other companies of China were not able to meet the demand of the customers and were also not meeting the consumer’s expectations. So Haier decided to diversify its business. In the diversification strategy, the company expanded their brand beyond refrigerator and adding washing machines, air conditions and other items of its product line. Before launching any home appliance the company did a research and asked the problems of the consumers. With the gathered data they analyzed and interpreted it into meaningful information. The main feature of this phase was that Haier moved from a single product line to multiple product lines and expanded their brand to include both brown goods as well as white goods. Thus, Haier achieved the number one position in home appliances brand in China.