Haier Group is the world's leading provider of complete home appliance solutions and a virtual-physical integrated distributor. The company was founded in Qingdao in 1984. Since its establishment, Haier has adhered to an innovation system centered on user needs to drive the company's sustainable and healthy development. It has grown from a small collective factory that was insolvent and on the verge of bankruptcy to one of the world's largest home appliance manufacturers. Through the exploration of the Internet model, Haier Group has achieved steady growth. In 2015, Haier Group's global turnover achieved 188.7 billion yuan, a compound growth rate of 6 in the past 10 years; the realized profit is expected to be 18 billion yuan, a year-on-year growth of 20, a compound growth rate of 30 in the past 10 years, and the profit compound growth rate is the revenue compound growth rate 5 times.
According to the 2015 global retail sales data of large home appliance brands released by Euromonitor, the world's authoritative market research organization, Haier's large home appliance brand retail sales ranked first in the world for the seventh time. At the same time, refrigerators, Washing machines, wine cabinets, and refrigerators also continue to rank first in the world in terms of retail sales, which are significantly ahead of the second-place brand. Haier has 5 major R&D centers, 21 industrial parks, 66 trading companies, 143,330 sales outlets around the world, and users in more than 100 countries and regions around the world.
On March 24, 2012, the "2012 National Enterprise Management Innovation Conference" was held in Beijing. Haier's "Ren-Dan-he-Yi Management based on independent operating entities" model was included in 451 management projects across the country. He stood out and won the first prize of the National Enterprise Management Innovation Achievement Award. On August 8, 2012, the Sixth China Brand Festival announced the annual China Brand Rating List. Haier won the "2012 Brand China Huapu Award", winning this honor for six consecutive years.
On September 10, 2012, the American financial magazine "Forbes" released the 2012 "Top 50 Listed Companies in Asia" list. Haier, the Chinese home appliance industry, entered the top 50 and was included in the list for two consecutive years. On September 17, 2012, the results of the 18th China Brand Value Study were announced in London, England. Haier ranks first with a brand value of 96.28 billion, ranking among China's most valuable brands for 11 consecutive years.
In November 2012, the "China Management Global Forum and China Management" co-organized by China Management Modernization Research Association, China Europe International Business School, Peking University Guanghua School of Management, Tsinghua University School of Economics and Management, etc. At the "Outstanding Model Award" award ceremony, Haier Group won the Strategic Vision Award of the "Outstanding Chinese Management Model Award". In December 2012, Zhang Ruimin won the "IMD Management Thought Leadership Award" from IMD Business School in Lausanne, Switzerland.
In March 2008, Haier was selected for the second time among the "Top Ten World-Class Brands" selected by the Financial Times. In June 2008, Haier was ranked among the "Top 600 Most Prestigious Companies in the World" by Forbes. "In the selection, Haier ranked 13th and was the top-ranked Chinese enterprise. In July 2008, among the "Top 200 Asian Companies" organized by the Asia Wall Street Journal, Haier Group topped the list of "Comprehensive Leadership of Mainland Chinese Companies" for five consecutive years. In 2008, Haier was selected into the "China's No. 1 Brand in Buyer Satisfaction" compiled by the World Brand Value Laboratory, ranking fourth. Haier has become a world-class brand, and its influence is rising rapidly with the expansion of the global market.
On March 31, 2015, Haier released its TV modularization strategy in Beijing, and joined forces with Alibaba to launch the Haier Ali II generation TV. This is the first time that both parties have launched a customizable modular TV, and users can replace the modules. Implement software and hardware upgrades to your TV.
On January 15, 2016, Haier Group announced that Haier Group and General Electric of the United States signed a memorandum of understanding on cooperation on the same day. The two parties will cooperate on a global scale. At the same time, Qingdao Haier Co., Ltd. will integrate GE’s home appliances. business, GE will receive US$5.4 billion in cash consideration from Haier. According to reports, this integration includes GE Home Appliances’ 48.4% interest in Mabe, a home appliance company located in Mexico. Mabe has maintained a business relationship with GE Home Appliances and has operated a joint venture together for 28 years.
On December 15, 2015, in the 2015 "World's Top 500 Brands" rankings compiled exclusively by the World Brand Laboratory, Haier was shortlisted among the top 100 world brands, becoming one of the fastest-rising brands in the world and ranking first in the world's white goods appliances. Brand number one.
On November 28, 2015, at the 4th China Brand Annual Conference Annual "Jinbo Awards" co-sponsored by CCTV Securities Information Channel, People's Daily "Global Times", China Brand Communication Alliance, etc. At the ceremony, Haier Group won the "2015 China Brand Building Contribution Award".
On November 21, 2015, Haier entered the top ten of Fortune (Chinese version)’s 2015 “Most Admired Chinese Companies” list.
On November 20, 2015, the China Enterprise News Alliance released a list of the top ten most influential national brands. Haier was shortlisted for the "Top Ten Nationally Influential Brands in 2015".
On November 19, 2015, Baidu Marketing Research Institute released the brand digital asset list for the first half of 2015, covering 42 industries and more than a thousand brands. Among them, Haier ranks first in the home appliance brand list with 11,335MB of brand digital assets.
On September 17, 2015, the 2015 (21st) list of the top 100 most valuable Chinese brands was officially announced. Under the general trend of the Internet, Haier has topped the list for 14 consecutive years with a brand value of 128.86 billion. Not only is it the only company with a four-digit brand value this year, it also exceeds the second place on the list by 38.742 billion yuan. In addition, RiRiShun, an independent sub-brand of Haier Group, is also on the list, ranking 24th. Haier Group is the only company with two brands in the top 100.
On September 8, 2015, Thinkers50, the most influential global business thinker award, announced the shortlist for this year's award. CEO Zhang Ruimin was shortlisted for the "Best Ideas into Practice Award". The only Chinese entrepreneur shortlisted. The reasons given by Thinkers50 for being shortlisted were “relentless pursuit of change, focus on teamwork, elimination of middle management, and enduring leadership.”
On August 22, 2015, the China Enterprise Confederation and the China Entrepreneurs Association released the "Top 500 Chinese Enterprises" and its analysis report. Haier has been selected into the "Top 500 Chinese Enterprises" for 14 consecutive years, and It continues to rank first in the home appliance industry; at the same time, the "Top 500 Chinese Manufacturing Enterprises" was also released, with Haier ranked 26th, also No. 1 in the home appliance industry. On November 19, 2015, Baidu Marketing Research Institute released the brand digital asset list for the first half of 2015, covering 42 industries and more than a thousand brands. Haier topped the list of home appliance brands with 11,335MB of brand digital assets.
On September 17, 2015, the 2015 (21st) list of the top 100 most valuable Chinese brands was announced. Haier topped the list with a brand value of 128.86 billion yuan. This is the 14th consecutive year that Haier has topped the list. In addition, RiRiShun, an independent sub-brand of Haier Group, is also on the list, ranking 24th. Haier Group is the only company with two brands in the top 100.
On June 16, 2015, the world's top brand research and evaluation organization - World Brand Lab (World Brand Lab) released the 2015 (twelfth) "China's 500 Most Valuable Companies" in Beijing. "Brand" ranking, Haier Group has topped the home appliance industry for 12 consecutive years with a brand value of 147.559 billion yuan. The brand value has increased by 42.3% year-on-year, and the ranking has increased by 6 places year-on-year. It is the fastest growing brand among the top 50 brands on the list. .
On May 28, 2015, Interbrand, the world's leading brand consulting organization, released the 2015 Best Chinese Brand Value Ranking. Haier Group's brand value reached 7.879 billion yuan, an increase of 8% from 2014, for the fourth consecutive year. Remaining the number one brand in the home appliance industry.
On January 27, 2015, Haier Group once again ranked among the BrandZ? Top 100 Most Valuable Chinese Brands with a brand value of US$1.92 billion, an increase of 34% from last year. Since 2001, Haier has been on this list for five consecutive times, and this ranking has improved by 7 places compared to last year. The first generation of identification marks
The evolution of Haier’s trademark is a testimony of Haier’s move from China to the world. The story of Haier is a history of Chinese corporate trademark entrepreneurship. In 1985, when Haier started its business, its refrigerator production technology introduced advanced technology and equipment from the German Liebherr Company to produce Asia's first generation "four-star" refrigerator. The contract signed by the two parties at that time stipulated that in order to reflect the cooperation between the two parties, , Haier can add the factory address in Qingdao on the German trademark, so Haier introduced "Qindao-Liebherr" as the company's trademark. (Qindao, another name for Qingdao).
At that time, considering the decoration of the refrigerator, the mascot "Haier Graphic" (Haier Brothers) was designed to symbolize Chinese and German children. The meaning of the Haier cartoon mascot LOGO design is: China's Haier and Germany's Liebherr, the cooperation between China and Germany is as full of vigor and has an infinitely bright future as these two children. "Qindao-Liebherr" and "Haier Brothers graphics" became the company's first generation identification marks.
These identification marks have been widely publicized through advertisements, which made Haier's trademarks initially deeply rooted in the hearts of the people and played a positive role in the development of the enterprise. By the late 1980s and early 1990s, "Qindao-Liebherr" refrigerators had become a household name in China and became synonymous with high-quality products.
The second generation identification mark
In 1991, the company name was determined to be changed to "Qingdao Qindao Haier Group Company", and the product trademark was also changed to "Qindao Haier", realizing the corporate name Unified with product trademarks, the CIS concept was introduced at the same time, and a new logo with the design concept of "The Rising Sun on the Sea" was launched. The Chinese and English combination logo "Qindao Haier" and "Haier Blue" were the company's exclusive colors, forming a The prototype of the group CI. This is Haier’s second generation identification mark.
The launch of these logos has strengthened consumers' awareness of Haier's enterprise and trademarks. However, the identification logos have weaknesses such as not being concise enough, and not having a strong sense of industry and technology. With the rapid development of Haier, the trend of diversification and internationalization has become more obvious. The original corporate identity mark can no longer adapt to the pace of corporate development, and there is an urgent need for more advanced corporate identity marks and brand positioning.
As the company accelerated its entry into the international market, in December 1991, the company name was changed to "Haier Group", and the group transitioned its product brand and group name to the Chinese "Haier".
The third generation identification mark
In May 1993, after in-depth investigation and research, it was decided to remove the Chinese mark of the second generation identification and directly simplify the company name to "Haier Group" ", using the English Haier as the main identification word mark, integrating the trademark logo and the company abbreviation into one, the English "Haier" was designed as the logo. The new logo is more in line with international standards. The design is simple, steady and grand, and is widely used in products and In the corporate image promotion, the third generation of Haier corporate identity logo was produced. The English "Haier" has become the main identifying word mark, integrating the trademark mark and corporate name into one, conveying information that is more concise, stable, grand and international.
The design pursues simplicity, stability, grandeur, trust and internationalization. In order to promote "Haier", the Group uses the Chinese "Haier", Haier mascot image and "Haier Haier" combination design as auxiliary promotion means, striving to establish a long-term and stable visual symbol image. This advanced approach of putting aside specific graphic symbols and logos and pursuing a high degree of simplicity complies with the world's popular design trends and lays the foundation for corporate internationalization. On this basis, Haier Group regards the corporate identity system as a process rather than a form of expression, and continuously improves the various elements of corporate visual identity with a pragmatic attitude during corporate development and improves them through continuous improvement.
From "Qindao-Liebherr" to "Qindao Haier" and then to "Haier", from the evolution of trademarks, we can see Haier's development process in shaping its brand image and gradually becoming an international brand.
Haier is striving to become a truly international brand.
The fourth-generation identification logo
On December 26, 2004, the Chinese and English (Chinese Pinyin) logos that everyone is familiar with and loved by Haier also received a new look, and the group began to use a new The Haier logo, Haier's new logo, consists of Chinese and English (Hanyu Pinyin). Compared with the original logo, the new logo continues the brand culture formed by Haier's 20 years of development; at the same time, the new design emphasizes the sense of the times.
Each stroke in English (Chinese Pinyin) is more concise than before, with 9 strokes.
The "a" has one less bend, indicating that Haier people have set their sights on the goal and will not look back. ; The "r" has been reduced by one branch, indicating that Haier people are unwavering in their determination to move forward; The core of the design of Haier's new logo in English (Chinese Pinyin) is speed! Because in the information age, the speed of organizations and individuals require faster speeds! The style is: simple, dynamic and upward! The new logo in English (Chinese Pinyin) has a simple overall structure, showing that Haier's organizational structure is flatter; everyone is more energetic and can respond faster to the global market!
The new logo of Haier in Chinese characters is a traditional Chinese calligraphy font. Its design core is: dynamics and balance, and its style is: stability amid change. Each stroke of these two calligraphy fonts of Haier contains vitality and has a strong visual sense of flying dynamics! Full of energy! It means that in order to achieve the goal of creating a world-famous brand, Haier people are eclectic and brave in innovation!
Haier must maintain relative stability while constantly breaking the balance of innovation. Therefore, there is a stroke in the two characters "Haier" that plays a balancing role in the entire font. The character "海" There is a horizontal line in the character "er" and a vertical line in the character "er", "horizontal, horizontal and vertical", which makes the whole font have a balance in the dynamic, implying stability in the change. No matter how the enterprise changes, it is for steady development!
In addition to the above, what is more important is that the meaning of Haier’s new logo is in the hearts of every user. Each user will give Haier’s new logo different and rich connotations based on the value Haier creates for users. Therefore, The soul of Haier's new logo is: to always create greater value for users.
The fifth generation identification mark
On July 28, 2013, at the Innovation Global Forum, Haier officially released the new image of the brand after entering the network strategy stage. Announced a new corporate logo and slogan, among which the new slogan is "Your life is wisdom, my life is wisdom".
The new image has three main changes. First, Haier's main color has returned from red to blue. In the new strategic stage, Haier has shifted towards a technological image that provides professional services and solutions, and the new main brand color has subsequently changed to blue to reflect the visual experience of technological innovation and intelligent insight.
The second is that the dots on the "I" are changed from square dots to round dots, and the overall font is optimized. The dots symbolize the earth, embodying Haier's global brand ideal in the Internet era. It also expresses Haier's concern for every individual in the network platform. It is also the wisdom of individuals that converges into Haier's network platform. The overall font is optimized to obtain better visual balance;
Third, the auxiliary graphics are grid-shaped. It is a dynamic mesh organization that symbolizes the closed loop of Haier's nodes. The grid has no borders and extends infinitely. It means that the networked Haier has no boundaries and no hierarchy, but is a node that directly faces the needs of users.