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The case examines the globalisation initiatives of one of the most successful companies in China, the consumer appliance major, Haier Group Co. The case focuses on Haier''s initiatives in the US market to establish itself as a major brand. The case also provides information about the competition in the US consumer appliance market and its structure, and the strategies adopted by Haier to overcome the obstacles. The problems faced by Haier in the high-end market in the US consumer appliance industry and future prospects of the company in the US market are also discussed. The case also provides information on the Chinese consumer appliances market. The case is structured to enable students to: (1) understand the reasons behind a company''s decision to enter global markets; (2) understand how innovative products catering to niche markets can achieve a breakthrough for a company in a very competitive market; (3) analyse the rationale behind, and the mechanism for, globalising a home-grown business, and understand the possible benefits and pitfalls of doing so; and (4) understand the strategies to be adopted in global markets. The case is aimed at MBA/PGDBA students, and is intended to be part of the strategy and general management curriculum.