Haier Group

Haier Group is headquartered in Qingdao, China. Haier Group is the world's fourth largest white goods manufacturer and China's most valuable brand. It has more than 240 legal entities and has established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world. The total number of employees worldwide exceeds 50,000. It focuses on the development of the four pillar industries of technology, industry, trade and finance. It has developed into a multinational enterprise group with a global turnover of more than 100 billion yuan.

Under the guidance of the famous brand strategy established by CEO Zhang Ruimin, Haier Group has successively implemented the famous brand strategy, diversification strategy and internationalization strategy. At the end of 2005, Haier entered the fourth strategic stage - global brand strategy. At this stage, the reputation of Haier brand in the world has been greatly improved. In 1993, the Haier brand became one of the first batch of well-known Chinese trademarks; in 2006, the Haier brand value reached 74.9 billion yuan. Since 2002, the Haier brand value has topped the list of China's most valuable brands for four consecutive years. 18 products under the Haier brand, including refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, and home integration, have been rated as Chinese Famous Brands. Among them, Haier refrigerators and washing machines were also rated as the first batch of Chinese World Famous Brands by the General Administration of Quality Supervision, Inspection and Quarantine in 2005. On August 30, 2018, Haier was ranked first among the “Top Ten World-Class Brands in China” by the Financial Times. In 2006, 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 the fourth consecutive year. Haier has become a world-class brand, and its influence is rising rapidly with the expansion of the global market.

Market position

According to statistics from China's most authoritative market consulting organization, China Yikang: in 2006, Haier's overall share in China's home appliance market reached 25.5%, still maintaining the largest share. Among them, Haier is still far ahead in the white home appliance market, and its advantages are more prominent; Haier has performed steadily in the small home appliance market, retaining its title of champion in the small home appliance market with a market share of 16%. It is a world leader in technical fields such as smart home integration, network appliances, digitization, large-scale integrated circuits, and new materials. The "innovation-driven" Haier Group is committed to providing global consumers with solutions that meet their needs and achieving a win-win situation between enterprises and users. Currently, Haier has applied for more than 7,000 patents (including 1,234 invention patents). On the basis of independent intellectual property rights, Haier has presided over or participated in the preparation and revision of 115 national standards and formulated 397 industry and other standards. Haier's "anti-electric wall" technology has officially become the new national standard for electric water heaters, and Haier Air Conditioning has taken the lead in formulating the "Installation Specifications for Air Conditioners for Household and Similar Purposes." Internationally, six technologies including Haier's "anti-electric wall" technology for water heaters and Haier's dual-power washing machine technology have been included in IEC international standard proposals, which proves that Haier's innovation capabilities have reached world-class levels.

Management Model

In its innovative practice, Haier has explored and implemented the “OEC” management model, “market chain” management and “Rentan Heyi” development model, which have attracted attention in the international management community. At present, business schools such as Harvard University in the United States, University of Southern California, IMD International Management School in Switzerland, European Institute of Management in France, and Kobe University in Japan have conducted case studies on this issue. Haier's "market chain" management has also been included in the European Union Case library. Haier's "Rentanheyi" development model provides innovative ideas for solving global business inventory and overdue receivables, and is hailed by the international management community as a management model that "accurates the pulse of global business." Facing the new global competitive conditions, Haier has established a global brand strategy, launched the corporate spirit of "creating resources, and global reputation" and the work style of "integrating people and orders, making quick decisions and winning quickly" to challenge itself, challenge tomorrow, and create a better future. Create the Chinese’s own world-famous brand and continue to innovate!

The connotation of the logo

Haier’s new logo is composed of Chinese and English. 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 logo The design further emphasizes the sense of the times. Each stroke of the English logo is more concise than before, with 9 strokes. The "a" has been reduced by one 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 determined to move forward. Unwavering. The design core of Haier's new logo in English is speed. Because in the information age, the speed of organizations and individuals require faster speeds. The style of the English logo is simple, dynamic and upward.

The overall structure of the new English logo is simple, 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; its style is: stability amid change. Haier in two calligraphy fonts, each stroke contains vitality, has a strong visual sense of flying and is full of vitality, implying that Haier people are eclectic and innovative in order to achieve the goal of creating a world-famous brand. Sun Tzu said in the Art of War, "He who can win due to changes in the enemy is called a god." In the information age, the global market changes very quickly. Whoever can adapt to changes and change one step first will be able to win. 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 horizontal stroke in the character "海" means " The vertical part in the word "ER" means "horizontal, flat and straight", which makes the whole font have balance in the dynamic, implying stability in change. No matter how the enterprise changes, it aims at steady development.

Haier Philosophy

1. Born out of nothing - Haier’s cultural outlook

2. Haier corporate culture Haier corporate spirit and work style interpretation

Everyone is a talent, but the horse is not the horse - Haier's concept of talent

3. Everyone is the talent, the horse is the horse but the horse is not the horse. Authorization and supervision are combined. Talents, talents, and human resources are talents today. , tomorrow may not be talent TVM: Haier’s “all-employee value-added management”

4. Seek momentum first, profit later - Haier’s strategic view

Four ways to develop strategic innovation Eat "shock fish" at each stage. The transfer in three directions: The east is bright and the west is bright again. First there is a market, then build a factory

5. Haier model: Rendanheyi

What is human Single-in-one, one-in-one, single-in-one and T mode, promotion of T mode, 4T of T mode

6. Enterprises are like balls on a slope - Haier’s Nissin and Nippon OEC management methods

What does OEC Management Law Slope Sphere Theory mean by not being simple? What is not easy? The three basic principles and nine control elements of 6S management are: 5W3H1S

7. Markets are everywhere, and everyone has a market - Haier's market chain

The three stages of market chain process reengineering The "five dos and five don'ts" of market chain process reengineering The "three main" principles of market chain process reengineering The "SST" mechanism removes the two walls inside and outside the enterprise Zero inventory, zero Distance, zero working capital, do the right thing and do things right, speed, innovation, SBU

8. The brand is the sail, the user is the teacher - Haier’s brand marketing

Excellent products The story of smashing the refrigerator is the work of outstanding people. No famous brand in the country fights a value war but not a price war

9. The soil for the survival of enterprises is users - Haier’s service concept

Sell reputation first and then sell products. The floating method only has the idea of ????off-season. There is no off-season market. The unchanging law of the market is always changing. Creating and moving users is always the right market. The problem is that we innovate and keep a close eye on the market. Creating a good reputation is never right for the market. Say "No" User complaints are the best gifts. Your satisfaction is our working standard. Internally, "one vote is the final answer", and externally, "one stop is in place". The core competitiveness is the extraordinary ability to obtain customer and user resources. I am Haier. Smile

10. Go out, go in, go up - the international Haier

First it is difficult and then it is easy, there is no internal instability, there is no external strength, the three thirds Trinity, three integrations, one innovation, three internationalizations, five globalizations, competition and cooperation, going out, going in, and going up

11. The essence of management lies not in “knowing” but in “doing”

Always be cautious and always walk on thin ice to solve problems. The three-step management method is to rely on the 80/20 principle and the 10/10 principle. Haier’s motto

12. Sincerity Forever - Haier's image

Group image language Product image language Haier Chinese and English standard fonts Haier flag Haier mascot Haier market chain synchronization process model

Haier in the United States

On April 30, 1999, Haier established the American Haier Industrial Park in South Carolina, USA. The park covers an area of ??700 acres and has an annual production capacity of 500,000 units.

In 2000, it was officially put into production of home appliances, and gradually opened up the market through high quality and personalized design. This means the establishment of the first "trinity localization" overseas Haier, with the design center in Los Angeles, the marketing center in New York, and the production center in South Carolina.

On March 5, 2002, Haier purchased the Greenwich Bank Building in Midtown, New York, as its North American headquarters. This is a qualitative leap for Haier and represents Haier's commitment to the US market, that is, Haier will take root in the United States.

Haier has a good reputation in the US market. While Haier has expanded its market share, it has also left a good reputation for American consumers and gained praise. The design fully meets the individual needs of consumers. The product line has developed from a single small refrigerator and small freezer to a huge product group that competes with mainstream brands. In 2003, it won the National Product Design "Golden Hammer" Award. On July 1, 2004, the American Target chain and Haier jointly set an astonishing record of selling 7,000 air conditioners in New York within 7 hours. This rare hot-selling phenomenon attracted the attention of the famous American home appliance retail weekly "HFN", which devoted a full page to in-depth coverage of this air-conditioning campaign on July 5.

Currently, Haier products have successfully entered the top 10 chain groups in the United States, and have won honors such as “Best Supplier” and “Inspection-Free Supplier Qualification”.

Haier’s social contributions in the United States have been recognized and praised locally. In recognition of Haier's investment in South Carolina and its contribution to local development, the Kershaw County Government, where Camden is located, awarded Haier the 2001 "Community Contribution Award"; in 2002, the South Carolina state government awarded Haier the U.S. The factory's "Job Creation Award", and in order to support the better and faster development of the South Carolina factory, the South Carolina government also gave Haier's U.S. factory preferential payroll tax rebate treatment. This project is considered by the government to be a model of trade-driven investment; the city government A major road in the city was named "Haier Avenue" free of charge. This is the first road in the United States named after a Chinese company. Liu Biwei, the Chinese Consul General in New York, and his wife visited Haier's US headquarters - "I hope more Chinese companies will buy office buildings in New York!"

On March 11, Liu Biwei, the Chinese Consul General in New York, and his wife met with the president of Haier US Company At the invitation of Mike, I visited Haier's US headquarters and met with Haier employees. Yuan Zhan, Commercial Counselor of the Consulate General and others accompanied him there. Mike accompanied Consul General Liu and his delegation to visit the headquarters building and introduced the operations of Haier America. On behalf of the Consulate General, Consul General Liu expressed condolences to Haier's Chinese and American employees. He said that Haier is not only a household name in China, but also well-known internationally. I have long heard that Haier’s US headquarters is very beautiful, and today I saw that it is indeed well-deserved! A Chinese company can buy such a building on Broadway in New York, where land is at a premium. As a Chinese and a representative of the Chinese government, I feel very happy and proud! It is hoped that more Chinese companies will enter the United States in the future. He also said that the responsibility of China's overseas institutions is that diplomacy should serve economic construction. The Consulate General is willing to wholeheartedly provide assistance to Chinese companies, including Haier, in their overseas development. Consul General Liu finally wished Haier to actively explore the U.S. market, keep making progress, and achieve better results.

Haier in Europe

From February 28th to March 3rd, the International Heating, Refrigeration, Air Conditioning, Sanitary Ware and Bathroom Equipment Exhibition was held at the New International Exhibition Center in Milan, Italy. Milan Bathroom Expo in Italy is one of the world's largest professional events for heating, cooling, bathroom equipment and pumps and valves. The "Smart Wind" series of air conditioners launched by Haier Air Conditioning were popular among young consumers attending the conference.

Europe is the birthplace of the world's home appliance industry and has many world-class home appliance brands. Haier refrigerator technology comes from Germany. Since 1990, when Haier exported 20,000 refrigerators to Germany for the first time, Haier sounded the clarion call to enter the European home appliance market.

On June 19, 2001, Haier Group acquired the Menigetti refrigerator factory in Italy. Together with Haier's design centers in Lyon, France and Amsterdam, the Netherlands, and its marketing center in Milan, Italy, Haier truly realized its success in Europe. Established the “Trinity” localized operation. Haier not only owns the white goods production base in Europe, but also has the conditions to participate in local manufacturer organizations and obtain information, thereby achieving the "three integrations and one innovation" in Europe (i.e. financing, integrating intelligence, integrating culture, and creating a world-famous brand) A solid foundation was laid.

From March 7 to 9, 2001, the biennial Cologne International Home Appliances Fair kicked off again. Haier was one of the exhibitors with the largest area (1,000 square meters) at the expo, and launched new products in 58 categories and 159 specifications and varieties to meet the needs of the European market, especially 10 categories that debuted in the European market for the first time. The space series network home appliances in 28 specifications and varieties attracted the attention of many exhibitors.

Haier has established its brand with high-quality products, personalized design and speed advantages.

In 2002, six Haier refrigerator products took the lead in reaching the European A+ energy consumption standard. In Germany, the Netherlands, Belgium and Luxembourg, every time a consumer purchases a Haier refrigerator that meets the A+ energy consumption standard, the government will With a reward of 100 euros, Haier's brand competitiveness has been greatly improved, and sales have increased 15 times in three years. In 2003, at the "British Hotel Supplies and Daily Consumer Goods Exhibition" in London, Haier's Mike refrigerators and personalized wine cabinets attracted many customers.

In January 2005, in the UK, Haier refrigerators were rated as the best-selling products by Ethical Consumer magazine; in Germany, the Cologne City Hall and the Aachen City Hall held a large-volume procurement bidding for drum washing machines. After many rounds of competition, the washing machine finally defeated many other well-known international brands and won large batch orders from the municipal governments of the two cities. In Russia, the Moscow subway passage government procurement project was awarded, and Haier's 42-inch plasma product successfully won the bid due to its excellent cost performance.

In April 2005, Haier Aerospace inverter refrigerator held a press conference for the European launch in Vicenza, Italy. This product's innovative breakthroughs in energy saving and environmental protection have left a deep impression on many home appliance manufacturers. In just three months, it has become the highest-selling high-end product.

At the Paris Exhibition in France, French Haier people introduced Haier products to French customers. The pictures that constitute Haier’s global brand image are full of localized elements, which is a vivid reflection of Haier’s global brand strategy. Interpretation.

Haier in the Middle East

In 1993, Haier brand refrigerators and other products began to enter the Middle East market. In order to meet the special needs of Middle Eastern consumers for products, Haier has successively developed products such as large-capacity washing machines, large-capacity refrigerators, tropical air conditioners, and Arabic televisions. It has been welcomed by local consumers. Among them, washing machines specially designed for the Middle East are popular in the Middle East due to their large capacity and superior water-saving performance.

By 2000, Haier had initially established a dealer network in the Middle East covering most countries in the region.

In 2001, the Haier color TV new product promotion conference toured Saudi Arabia, the United Arab Emirates, Kuwait and other Middle Eastern countries. Nine major series and more than 20 models represented by "Bodron" and "Megome" Haier color TV also appeared in the Middle East market: Arabic screen display, high-definition, super signal reception, wide voltage, localized design and high quality made the Middle East people aware of Haier products.

The popularity of Haier products in the Middle East stems from Haier's localization strategy in the Middle East. At the end of 2001, Haier jointly established Haier Middle East Trading Company with its partners in Jordan and Syria, and established the Haier Middle East Electrical Appliances Factory in cooperation with its partners in Jordan. In October 2003, the first TV set and washing machine produced by Haier Middle East Electrical Appliance Factory successfully rolled off the production line; in December, the production of air-conditioning products officially started. Locally produced and sold Haier products quickly meet the needs of consumers in the Middle East, and also quickly enhance the market competitiveness of Haier products in the Middle East. Taking advantage of the tariff preferences among the Pan-Arab Alliance countries, Haier products are sold in the Middle East in a very short period of time. The market has opened up a new situation and successfully entered some markets that were previously inaccessible. Haier's pulsator washing machine has ranked first in market share in Syria and Iran.

As of 2003, Haier has three manufacturing plants in the Middle East, located in Jordan, Iran and Syria, producing refrigerators, freezers, air conditioners, pulsators, drum machines, televisions, microwave ovens, dishwashers and other products , and has established an effective after-sales service system in the Middle East.

In 2004, local organizations in Iraq wanted to purchase large quantities of refrigerator products for post-war reconstruction. Among the many bidding brands, Haier refrigerator became the only winning product in the world. Iraq is located in a tropical desert climate, with the highest temperature in summer reaching over 50°C. Local consumers have high requirements for the cooling speed and effect of refrigerators.

Haier kept abreast of the changing needs of local consumers through its local dealer network and quickly entered the huge market reconstructed from the Iraq War.

On March 1, 2005, Haier Middle East Industrial Park opened in Amman, the capital of Jordan. Haier Middle East Industrial Park will contribute to Haier's "trinity" of localized R&D, production and sales in the Middle East.

Haier in Asia-Pacific

Haier relied on its reputation in the European and American markets to enter developing countries in Southeast Asia with a strategic position. In April 2001, Haier’s second overseas industrial park was opened in The foundation was laid in Pakistan. On May 6, 2002, the first Haier washing machine rolled off the production line in the Haier Industrial Park in Pakistan.

In India, Haier has grown to nearly 3,000 sales outlets and 14 Haier showrooms. Haier's products have rapidly expanded from white appliances such as refrigerators, air conditioners, washing machines, dishwashers, microwave ovens, etc. to black appliances such as TVs, DVDs, and mobile phones. As of now, Haier has entered 8 of the top 10 dealers in India.

In other parts of Southeast Asia, Haier has established factories in Malaysia, Indonesia, Bangladesh, Vietnam and other countries, and established a trading company in Singapore. Haier's market expansion in Southeast Asia has entered the fast lane.

In Australia, in April 2004, Haier participated in sports for the first time in the form of naming rights. Andrew Gates, captain of Australia’s first star basketball team, the Melbourne Tigers (former NBA basketball superstar), signed a contract with Haier. Officially endorsed Haier notebook. In early November, Australia's national authoritative certification body conducted a "Top energy saver award" evaluation of refrigerator products in the entire Australian market. The results showed that Haier accounted for three of the thirteen refrigerators that received energy-saving labels. , and the energy-saving levels of the three refrigerators have far exceeded this energy consumption standard.

In New Zealand, at the end of September 2002, Haier products debuted in the New Zealand market for the first time and were immediately recognized by consumers, bringing a strong shock wave to the local home appliance market. "Consumer" magazine published in New Zealand in October 2003 announced the comprehensive performance ranking of the top 30 best-selling washing machines in the New Zealand market in 2003. Haier washing machines ranked first in washing ratio and became the magazine's special recommendation to New Zealand consumers. One of the top 6 washing machine brands to buy.

Indonesia is the largest country and economy in ASEAN, and it is also the "battlefield" where many well-known international brands compete. Haier adheres to the localization strategy to meet the needs of local users and has become a well-known international brand in the Indonesian market. The picture shows a busy street in Indonesia, where the Haier brand complements other international brands.

Haier in Japan

Japan is recognized as the kingdom of home appliances. The Japanese home appliance industry's leading technology, high level of product sophistication, demanding consumer demands, and locals' strong awareness of domestic brand protection have deterred foreign home appliance brands that want to enter the Japanese market.

In January 2002, Haier and Sanyo Co., Ltd. joined forces to reach a strategic alliance. Haier focuses on user needs and relies on its strong design and manufacturing capabilities to continuously develop products that meet the needs of local Japanese consumers.

In October 2002, the G-MARK Award, which represents the highest honor in the design field, was announced. Haier's "Little Prodigy" washing machine and built-in wine cabinet both won this award. These two products are specially designed for the Japanese market and cater to the needs of Japan's new generation. The "Little Prodigy" washing machine is favored by Japanese single aristocrats for its compact and stylish appearance and easy-to-use human-machine interface; while the Haier built-in wine cabinet is in line with the trend of Japanese home appliances developing towards open kitchens. In 2003, the "retro-style refrigerator" launched for female consumers greatly satisfied the needs of Japanese single women for refrigerator products with simple functions and stylish appearance; Haier's "Laundry Bar", a small drum machine with automatic drying function , landed in Japan on a large scale, perfectly solving the complaints of small Japanese families about large washing machines...

In August 2003, Haier erected an advertisement in Ginza, Tokyo, Japan, one of the four prime locations in the world. The brand marks Haier's sudden emergence in the Japanese home appliance market and puts pressure on Japanese home appliance companies.

Up to now, Haier products have successfully entered large Japanese chain stores such as BIC CAMERA, BEST, and KEIZU for comprehensive sales, and have entered Japan's largest supermarket AEON, forming a strategic cooperative relationship with it. In 2004, Japan's authoritative shopping magazine "BEST HIT GOODS" published a ranking of the top ten most influential washing machine products in the Japanese market. Haier became the only foreign brand shortlisted, and two washing machines successfully entered the top 10. .

While Haier products are selling well in Japan, Haier spirit is also broadcast in Japan. In October 2004, a movie based on Haier's development history, "The CEO," held its premiere in Japan. It was deeply loved by local residents in Japan, and the "Haier Spirit" has also become a hot topic among Japanese business circles. An example to follow.

Haier has sold more than one million units in Japan within two and a half years since it entered Japan. In July 2005, Haier participated in the China Pavilion at the Japan World Expo with the theme of "Thanks to a Million". Through close contact with Japanese consumers, Haier thanked Japanese consumers for their love for Haier and further expanded the Haier brand in Japan. Notability and reputation.

"The CEO" was released in Japan and Haier's spirit traveled eastward to Japan

As soon as the press conference ended, dozens of reporters swarmed in, microphones, interviewers, and cameras focused on Zhang The chief is surrounded!

On October 12, the movie "The CEO" based on our group's entrepreneurial history traveled east to Japan, and held a press conference before the movie was released in Japan at the Japan Press Club in Hibiya, Tokyo. Chief Zhang of the group attended.

At the movie screening held on the afternoon of October 12, a Japanese business person said with emotion: "China is giving birth to national enterprises that are better than those in Japan now. Japan's competitors are in China." . I hope this spirit will return to Japan.”

According to Japan’s Fujifilm Corporation, which introduced the film, the movie “The CEO” will be officially released in theaters across Japan during the Japanese New Year period.

The company ranked 25th in the 2006 Top 500 Chinese Enterprises jointly released by the China Enterprise Confederation and the China Entrepreneurs Association, and ranked 20th in the 2007 Top 500 Chinese Enterprises. eight.