Haier Group is the fourth largest white goods manufacturer in the world and the most valuable brand in China. It has more than 240 legal entities, established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world, and has more than 50,000 employees worldwide, focusing on the development of four pillar industries: science and technology, industry, trade and finance, and has developed into a large multinational enterprise group. In 2006, Haier Group achieved a global turnover of 654.38+0075 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 stage, and the reputation of Haier brand in the world was greatly improved. From 65438 to 0993, Haier brand became the first batch of well-known trademarks in China. In 2006, Haier brand value reached 74.9 billion yuan. Since 2002, Haier's brand value has ranked first among the most valuable brands in China for five consecutive years. Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration and other 18 products were rated as famous brands in China, among which Haier refrigerators and washing machines were also rated as the first batch of China world famous brands by AQSIQ. On August 30th, 2005, Haier was rated as the top ten world-class brands in China by the Financial Times. In 2006, Haier Group ranked first in the list of "Top 200 Asian Enterprises" organized by The Asian Wall Street Journal for the fourth consecutive year. Haier has become one of the world-class brands, and its influence is rising rapidly with the expansion of the global market. According to the statistics of Yikang, the most authoritative market consulting organization in China, in 2006, Haier's overall share in China's household appliances market has reached 25.5%, and it still maintains the first share. Among them, Haier is still far ahead in the white goods market, and its advantages are more prominent; Haier's performance in the small household appliances market is steady, winning the small household appliances market championship with a market share of 16%. It is at the world's leading level in smart home integration, network appliances, digitalization, large-scale integrated circuits, new materials and other technical fields. "Innovation-driven" Haier Group is committed to providing global consumers with solutions to meet their needs and achieving a win-win situation for enterprises and users. At present, Haier has applied for more than 7,000 patents (including invention patents 1234). On the basis of independent intellectual property rights, Haier presided over or participated in the compilation and revision of the national standard 1 15, and formulated 397 industrial and other standards. Haier's "anti-electricity wall" technology has officially become the new national standard for electric water heaters, and Haier Air Conditioning has taken the lead in formulating "Installation Specification for Household and Similar Air Conditioners". Internationally, six technologies, such as Haier water heater "anti-electricity wall" technology and Haier washing machine dual power supply technology, have also been included in the IEC international standard proposal, which proves that Haier's innovation ability has reached the world-class level. In the practice of innovation, Haier's "OEC" management model, "market chain" management and "integration of people and single" development model have attracted great attention from the international management community. At present, Harvard University, University of Southern California, IMD International School of Management in Switzerland, European School of Management in France, Kobe University in Japan and other business schools have conducted special case studies on this, and Haier's "market chain" management has also been included in the EU case base. Haier's "one person, one order" development model provides innovative thinking for solving the global business inventory and overdue accounts receivable, and is praised by the international management community as a management model of "keeping pace with the global business pulse". Facing the new global competition conditions, Haier has established a global brand strategy, launched the enterprise spirit of "creating resources and enjoying a world-renowned reputation" and the work style of "one person, one person, making a quick decision, making a quick decision", challenging itself and tomorrow, and constantly innovating to build China people's own world-famous brands.
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