海爾-魯巴工業園：扎根巴基斯坦的艱辛探索

李卉嬪

到巴基斯坦的第一天，從伊斯蘭堡機場到入住酒店的途中，一個巨大的“Haier”標志吸引了記者的注意，后來得知那是海爾在伊斯蘭堡地標建筑——人馬座投放的巨型廣告，這個大手筆的廣告投入讓海爾品牌更加深入人心。而海爾集團在巴基斯坦的大手筆一個接一個，早在十多年前就在巴第二大城市拉合爾建設了一個工業園——海爾-魯巴工業園，生產的冰箱、洗衣機、空調等家電產品暢銷巴基斯坦全境。

作為巴基斯坦市場的先鋒企業，海爾-魯巴工業園是中國在海外建立的第一批工業園區之一。工業園一期始建于2001年，于2002年正式投產，占地面積33萬平方米。經過近20年的拓展，海爾在巴基斯坦已牢牢扎根，海爾品牌深入人心，在市場美譽度、用戶質量口碑等方面穩穩占據了NO.1的寶座。

8月5日下午4點，明晃晃的太陽晃花了人眼，記者來到工業園倉儲處，只見二十來輛大型卡車在排隊等候，數千臺冰箱、空調、冷柜、洗衣機等正等候裝車，運往分布在全國各地的銷售網點。海爾工廠的中方負責人胡剛剛介紹：工業園里的海爾工廠已投產冰箱、空調、洗衣機、冷柜、電視、微波爐等多條生產線，實現年產能160萬臺的規模。

回想起十年來開拓市場的艱辛，胡剛剛心中仍有諸多感慨。自2002年起，海爾巴基斯坦工廠正式投產的五六年間，市場開拓一直不見起色，工廠瀕臨關閉。那時，海爾-魯巴工業園的生產全部由魯巴集團主導，產品也直接照搬中國市場的產品。對此，當地客戶并不買賬，胡剛剛回憶道，“那時，我們的產品幾乎賣一臺退一臺。”2006年，海爾集團總部派了一支專業團隊，到巴基斯坦開展了長達一年的市場調研，終于找到了癥結所在。

巴基斯坦人愛喝冷飲，中國家庭用于存放蔬菜水果的冰箱冷藏室，被他們用作冷藏飲料、飲用水，且設置溫度常維持在零攝氏度以下，要求冷凍室能快速制冰。調研人員打開巴基斯坦人的冰箱發現，冷凍室放滿了一個個用于制冰的鋁碗，這與中國家庭僅制作少量的冰塊是完全不同的。更何況巴基斯坦經常停電，停電后食物很容易腐壞變質。

于是，海爾決定針對巴基斯坦市場，全面重新設計適合當地需求的產品。增加冰箱蒸發器制冷面，從3面改為5面，實現冷凍室1小時快速制冰，比傳統冰箱制冰速度提升5倍，且節能55%；增大冷柜容積，延長冷凍維持時間，如今的海爾冷柜最大容積可以存放12只羊，維持100小時不化凍；設計了能洗大袍子的大容量洗衣機，并引進全自動洗衣機，也是唯一一家實現全自動洗衣機當地化生產的企業；在空調中增加了能持續供電4小時的UPS模塊，保證停電期間也能繼續使用空調。

在海爾的展廳里，記者還看到了很多適應當地需求的改良產品：能省電50%的磁懸浮型中央空調，能同時調節溫度、空氣潔凈度以及濕度的空凈一體化空調，黑色外觀的加寬型冰箱，制冷管改為銅管的冷柜（冷柜制冷管多為鋼管，但巴基斯坦的容易引起鋼管生銹，影響制冷效果）……

調整設計后又經過兩年多對生產質量、管理的改進，海爾產品在當地的銷量提升立竿見影：2010年冰箱銷量10萬臺， 2012年增長到16萬臺，2018年已經達到45萬臺；洗衣機的市場份額占到35%以上，全自動洗衣機市場份額甚至超過50%。2018年，海爾在巴市場的銷售收入突破4億美元，是第二大品牌的1.5倍，貢獻利稅達7100萬美元。同時，工廠還帶來直接就業4500人，間接就業超過1萬人，并帶動了巴基斯坦家電技術、管理模式的升級，為巴基斯坦培養了大批家電行業的技術人才。

“我們的成功，源于我們‘人單合一’的商業模式，以訂單聚集員工，用專業的人做專業的事，并且每個產品都由一個完整的團隊來執行。”胡剛剛如此告訴記者。如今，海爾巴基斯坦工廠中生產、質量、成本管理都各有專業的隊伍，除了質量保證，就連產品設計也時尚大氣，引領了當地潮流。并且，海爾在巴基斯坦銷售網點達到了1100個，17個城市設立了售后服務網點，為用戶提供優質的服務。

最近，海爾工廠正在籌劃在工業園二期擴建生產線，新增冰箱年產能50萬臺，以滿足市場增長的需要。隨著巴基斯坦電力供應的提升和巴基斯坦人民生活水平的提高，空調市場也將有巨大的增長空間，預計將達到年需求量100萬套。

在很長一段時間里，海爾-魯巴工業園里就只有海爾一家企業，與其說是工業園，不如說是海爾的生產基地，與預期的集家電、汽車、紡織、建材、化工等產業集群的綜合性產業園區還有不小的距離。

當記者問及原因，胡剛剛沉思后告訴記者，要吸引更多其他企業來投資，光是企業的力量是遠遠不夠的，還依賴于當地政府大力支持，有賴于稅收政策、土地征收、電力供應等配套措施的有機組合。

令人欣慰的是，今年年初，海爾-魯巴工業園再次向巴基斯坦政府遞交了升級工業園為經濟特區的申請，希望經濟特區的稅收優惠政策能在工業園二期項目啟動前得到落實。讓海爾-魯巴經濟特區名副其實才是工業園加快發展、增加就業的良方，這樣也有助于工業園二期引進更多領域的投資。

更可喜的是今年1月，中巴雙方同意將2019年定為“巴中產業合作年”，并簽署了產業合作諒解備忘錄。經濟特區作為產業合作的重要載體，在加快巴基斯坦工業化進程，為周邊地區提供大規模長期穩定的就業機會，增加當地政府稅收，帶來可持續的雙邊合作等方面都有突出的優勢。

2016年，巴基斯坦計劃沿中巴經濟走廊擬設立46個特殊經濟區，并在當年的第6次中巴經濟走廊聯委會（JCC）上暫定了9個優先發展的經濟特區，在信德省、俾路支省、旁遮普省和開普省等巴主要省份地區都有部署。但就進展來看，除開普省的拉沙卡伊經濟區已經進入園區建設階段，其他8個園區都還在可行性研究階段，發展速度有些不盡如人意。

另一方面，巴基斯坦已經形成一定的產業集聚區，僅就旁遮普省而言，就已經形成費薩拉巴德（Faisalabad）的成衣制造產業、拉合爾（Lahore）的海爾-魯巴家電產業、錫亞爾科特（Sialkot）的手術用品產業、古吉拉特（Gujarat）的陶瓷產業集群。從地圖上來看，4個城市都位于旁遮普省東面，相距不遠，還可形成聯動效應。這些產業聚集區不僅可為經濟特區發展提供一定的借鑒經驗，也可助力經濟特區招商引資效率。

同時，海爾-魯巴工業園距離已經確定的旁遮普省M3經濟特區也不算遠，這些都為將海爾-魯巴工業園升級為經濟特區，助力巴基斯坦的產業發展提供了有利條件。

“我們的政府、人民非常有誠意歡迎中國投資者來巴投資，總理也多次會見中國投資者，談到中國企業。”海爾巴基斯坦工廠巴方總裁、JW集團總經理Javed告訴記者。然而，在吸引外資的道路上，制定并落實有吸引力的投資政策，才是政府對外來投資者釋放的最大誠意，這不但有利于刺激巴國內經濟發展，也是改善本國民生的最大福祉。

On the first day in Pakistan， the reporter was attracted by a huge logo of “Haier” on the way from the airport of Islamabad to the hotel. Then the reporter was told that the logo was a huge advertisement placed by Haier at the Centaurus， a landmark of Islamabad. This big investment in advertisement has made the brand of Haier more popular among the locals. Haier Group has projects with big investment one after another in Pakistan. As early as over a decade ago， it has built an industrial park in Lahore， the second largest city of Pakistan， that is， Haier-Ruba Industrial Park. Home appliances， such as refrigerators， washing machines and air conditioners， produced in this industrial park sell very well across Pakistan.

As a leading enterprise in the Pakistani market， Haier-Ruba Industrial Park is one of the first industrial parks built by China in other countries. The construction of Phase I of this industrial park started in 2001， and it was officially put into production in 2002. This industrial park occupies an area of 330，000 m2. After near 20 years of expansion， Haier has been deeply rooted in Pakistan. As its brand is very popular among the locals， Haier is convincingly the No.1 brand in terms of market reputation， quality reputation from customers， etc.

At 4 o’clock in the afternoon of August 5， under the dazzling strong sunshine， the reporter came to the warehouse area of the industrial park， and saw that about 20 trucks were waiting in line here， and thousands of refrigerators， air-conditioners， freezers， washing machines and other household appliances were waiting for being loaded into the trucks and transported to points of sale across the country. Hu Ganggang， the person in charge from the Chinese side in the Haier factory， introduced， “the Haier factory in the industrial park has formed several production lines of refrigerators， air-conditioners， freezers， TV sets， microwave ovens and other household appliances， and can produce 1.6 million sets of house appliances every year.”

When recalling the hardships in the exploration of market in the first decade， Hu Ganggang still had lots of emotions in his mind. Haier’s factory in Pakistan had been in production for five or six years since 2002， but the market development showed little progress. The factory was almost on the verge of shutdown. At that time， the production of the HaierRuba Industrial Park was dominated by Ruba Group， and the products were also just copies of products in the Chinese market. In this regard， local customers didn’t accept those products. Hu Ganggang recalled，“at that time， almost all our products would be returned after being sold.” In 2006， the headquarters of Haier Group sent a professional team to carry out a one-year market investigation in Pakistan， through which the cause of the problem was finally spotted.

The Pakistani people love cold drinks， so they used the refrigerating chamber of refrigerator， which was used by Chinese families to store vegetables and fruits， to store drinks and drinking water， and set the temperature of this chamber always below 0°C. They also required that the freezing chamber could make ice quickly. After opening the refrigerators of the Pakistani people， the researchers found that this chamber was filled with aluminum bowls for making ice. This was totally different from the usage of Chinese families， which only made a small amount of ice cubes. Moreover， power failures were very frequent in Pakistan， so the food was always easily deteriorated after power failures.

As a result， Haier decided to completely re-design products which were tailored for local needs in the Pakistani market. The number of refrigerating surfaces of the evaporator in a refrigerator was increased from 3 to 5， which realized quick ice-making in one hour in the freezing chamber， increasing the speed of ice-making by 5 times when compared to traditional refrigerators while reducing energy consumption by 55%； the volume of freezer was increased to extend the freezing time. Now a Haier freezer with the largest volume can store 12 sheep for 100 hours without being defrosted； large-volume washing machines were designed to wash thawb， and automatic washing machines were introduced. Haier is also the only company which has realized the localized production of automatic washing machines in Pakistan. UPS（Uninterruptible Power Supply） modules which could supply power for 4 consecutive hours was added to the air conditioners to ensure that they could continue working during power failures.

In the exhibition hall of Haier， the reporter also saw many products adapted to local needs： a magnetic-suspended central air conditioner which could save 50% of electricity； an air conditioner with the function of air purification which could adjust temperature， air cleanliness and humidity； a widened refrigerator in black； a freezer with copper cooling vessels （cooling vessels of most freezers are made of steel， but these vessels could be rusted easily due to the water quality in Pakistan， which would affect the freezing effect）...

Upon the adaptive design， Haier spent two more years improving production quality and management， which immediately increased the sales of Haier products in the local markets： the sales of refrigerators was 100，000 in 2010， which increased to 160，000 in 2012， and 450，000 in 2018； the market share of Haier’s washing machines is more than 35%， and that of automatic washing machines exceeds 50%. In 2018， the sales revenue of Haier from the Pakistani market exceeded USD 400 million， 1.5 times that of the No.2 brand. Haier also contributed USD 71 million of taxes. At the same time， the factory also brought jobs directly to 4，500 people， and indirectly to more than 10，000 people. Haier has also driven the upgrade of Pakistan’s home appliance technologies and management modes， and trained a large number of technical talents of the household appliance industry for Pakistan.

“Our success comes from the special business model， which gathers employees with orders， uses professionals to do professional work， and employs a full team to execute each product，” Hu Ganggang told the reporter. Now Haier’s factory in Pakistan has professional teams which are responsible for production， quality and cost management respectively. In addition to quality assurance， even the product designs are fashionable and leads the trend in local markets. Haier has 1，100 sales outlets throughout Pakistan， and established after-sales service outlets in 17 cities to provide customers with quality services.

Recently， Haier’s factory is planning to expand its production lines in Phase II of the industrial park， adding the capacity of 500，000 refrigerators to meet the needs of market growth. With the improvement of Pakistan’s power supply and people’s living standards， the air conditioner market also has huge space for growth， and is expected to reach an annual demand of 1 million sets.

For a long time in the past， Haier was the only enterprise in Haier-Ruba Industrial Park. We’d rather call it Haier’s production base than an industrial park. There was still a long way to the expected comprehensive industrial park with industrial clusters of such industries as household appliance， automobile， textile， building materials and chemical engineering.

When the reporter asked why， Hu Ganggang thought for a while and told the reporter that only enterprises were not enough to attract more enterprises to invest here， the support of local governments was also needed， and tax polices， land expropriation， power supply and other supporting facilities should follow up.

It is gratifying that at the beginning of this year， Haier-Ruba Industrial Park submitted an application to upgrade the industrial park to a special economic zone to the relevant authorities in the government of Pakistan and hoped that the preferential tax policies for the special economic zones would be implemented before the start of Phase II of the industrial park. Only when Haier-Ruba Special Economic Zone deserves its name could the development of the industrial park be accelerated and the employment be improved. This will also help Phase II of the industrial park to introduce more investment in various fields.

More encouragingly news is that in this January， China and Pakistan agreed to identify the year of 2019 as the “Pakistan-China Industrial Cooperation Year” and signed a memorandum of understanding on industrial cooperation. As an important carrier of industrial cooperation， the special economic zone has evident advantages in accelerating the industrialization of Pakistan， providing a large number of long-term and stable jobs to surrounding communities， increasing tax revenues of local governments， and bringing about sustainable bilateral cooperation.

In 2016， Pakistan planed to set up 46 special economic zones along the China-Pakistan Economic Corridor （CPEC）， and listed 9 prioritized special economic zones at the 6th Joint Commission of CPEC （JCC） in the main provinces and regions of Pakistan like Sindh， Balochistan， Punjab， KPK， all arranged a special economic zone. However， in terms of progress， only the Rashakai Special Economic Zone in KPK has entered the stage of construction， and the other eight are still in the stage of feasibility study， and the progress is somewhat unsatisfactory.

On the other hand， Pakistan has formed some industrial clusters. Just take Punjab as an example： it has formed industrial clusters of garment manufacturing in Faisalabad， household appliances in the Haier-Ruba industrial park in Lahore， surgical supplies in Sialkot and ceramics in Gujarat. As shown in the map， these four cities are all located in the east of Punjab， and close to each other， and can also form the effect of linkage. These industrial clusters can not only provide some experience for the development of other special economic zones， but also boost the efficiency of investment promotion in the special economic zone.

At the same time， Haier-Ruba Industrial Park is not far from the already established Punjab M3 Special Economic Zone. These are favorable conditions for upgrading Haier-Ruba Industrial Park to a special economic zone and supporting the industrial development of Pakistan.

“Our government and people sincerely welcome Chinese investors to invest in Pakistan. Our Prime Minister has also met Chinese investors and talked about Chinese companies for many times，” Javed Afridi， President of the Pakistani side of Haier’s factory in Pakistan and general manager of JW Group， told the reporter. However， to attract foreign investment， preparing and implementing attractive investment policies are the most sincere conditions provided by the government to foreign investors， which will not only help stimulate the domestic economy of Pakistan， but also improve the welfare of its people.