Haier Group: Announcing a landmark transaction between business leaders in China and America in a thorny political climate

Haier Group, a multinational consumer electronic company, used PR, stakeholder strategies and internal communications in the US and China to facilitate its acquisition of an American business, GE Appliances.

Campaign details

Advertiser: Haier GroupAgency: FTI Consulting

Situation Overview

In late 2015, Haier Group ("Haier"), a longstanding client of FTI Consulting's Strategic Communications China team, called on FTI Consulting to support a major announcement of a cross-border M&A transaction. Haier Group's Shanghai listed subsidiary, Qingdao Haier, was bidding to acquire General Electric's ("GE") Appliances business ("GE Appliances") based in Louisville, Kentucky in the U.S. Once Qingdao Haier's bid was accepted, both companies wanted to ensure that communicating the transaction was handled very well and efficiently across borders. Haier called on FTI Consulting to help manage the process...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands