Inside Haier’s Market Strategy: An Exclusive Interview with Engr. Salman Saleem, Head of CAC Department
Haier has firmly established itself as a most respected name in Pakistan, recognized for its formidable presence in the home appliance sector—particularly in the categories of air conditioners and refrigerators. This widespread recognition is not the result of chance or fleeting market trends; rather, it is the outcome of a deliberate, long-term strategic approach, cutting-edge manufacturing capabilities, and an ever-expanding commercial presence. With an impressive milestone of approximately 150,000 air conditioner units and 130,000 refrigerator units sold in just a single month, Haier has solidified its position as a leader in both the residential and commercial appliance markets.
To gain deeper insight into the company’s strategic direction and operational philosophy, we conducted an exclusive interview with Mr. Salman Saleem, Head of the Commercial Air Conditioning (CAC) Department at Haier Pakistan. He provided a comprehensive view of how the brand has maintained its upward trajectory and the roadmap it envisions for the future.
When questioned about the underlying factors contributing to Haier’s remarkable market penetration, Mr. Salman underscored the critical role of localized production and streamlined supply chain management. “Approximately 85 percent of our total production is now localized,” he explained. “This level of self-sufficiency gives us a significant edge, as we maintain a surplus supply of raw materials. The only core components we currently import are compressors and integrated control cards—but even there, we are actively working towards achieving complete localization.”
According to Mr. Salman, this robust domestic supply chain not only enhances cost efficiency but also ensures speed and consistency in meeting large-scale market demands.
As the conversation turned to the commercial sector, Mr. Salman highlighted several high-profile projects that illustrate Haier’s growing influence. “We are currently overseeing the central air conditioning overhaul at Jinnah Hospital, which is among the largest public healthcare facilities in the country. Additionally, we’re managing new installations at Lady Wellingdon Hospital and the Tareen Institute of Computer Education and Technology (TICER),” he noted. Mr. Salman emphasized that the company’s commercial growth is now advancing at a pace nearly equivalent to that of its residential sector. This parallelism between domestic and commercial success is particularly striking.
Quality assurance remains another cornerstone of Haier’s continued success. Mr. Salman Saleem elaborated on the substantial investments made to upgrade the company’s internal testing infrastructure. “We’ve significantly enhanced our in-house lab testing capabilities to reflect real-world Pakistani climatic conditions,” he said. “Our air conditioning units undergo rigorous environmental simulations to ensure they perform optimally in the local context. This climate-centric testing approach sets us apart from many competitors whose systems are often built to generic international standards.”
Moreover, Haier extends its commitment to quality well beyond the point of sale. Comprehensive post-installation services, system optimization, and client support are all integral components of the company’s value proposition. This dedication to end-to-end service delivery has further bolstered its reputation, particularly in the commercial segment where reliability and after-sales support are mission-critical.
In essence, Haier’s ability to maintain high-quality standards while scaling operations in both residential and commercial sectors is a clear reflection of its strategic foresight and executional excellence. From deep localization efforts and advanced testing protocols to expansive project portfolios and customer-centric services, Haier embodies a holistic model of sustainable growth and market leadership.
