China's Haier eyes U.S. living rooms

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Right now, Haier has a long way to go to become a global brand. It does not have deals in place with major electronics chains like Best Buy for its TVs. It doesn't even have many deals with large, independent retailers. Instead, it sells its TVs through Web sites like PC Universe.

Getting into the phone business presents challenges, too. Carriers in the U.S. typically only want to resell phones from the big brands. If and when networks become unlocked, Haier will gain its chance to break into the U.S.

In the meantime, it has concentrated on Central and South America. Although networks are locked in those countries, the carriers are more open to new brands, Hasenfus said. In Venezuela, the company is marketing its more upscale phones, like the shiny Sterling. Its distributor went through 10,000 of the high-end phones in the first month, the company said. By contrast, in Guatemala and Mexico, Haier is aiming for the low-end market.

"They want phones that cost $20, $25," Hasenfus said. "Sixty-five percent of the market for Latin America is for low-end phones."

More importantly, the company will have to overcome the perception of products designed and made in China. (Western companies get products manufactured in China, but they oversee much of the design and engineering.)

"You really know how to ask a question where it hurts," Kan joked. But watch and wait, he urged. The panels on the company's LCD TVs are from Samsung and LG, so there's a good chance Americans will find the quality acceptable. The company is trying to establish further partnerships, and many reviews so far are generally positive.

Still not convinced a company based in China is ready to go mainstream in America without a Lenovo-IBM type deal? Go into the Cellar at Macy's, where the department store sells appliances as lifestyle accessories, and look closely at a few of the coffee and panini makers. Then go to electronics and examine the DVD players.

You might recognize a name.

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