How did Haier Company develop?

Haier Group is a national super-large enterprise that introduced Liebherr refrigerator production technology from Germany in 1984 and developed on the basis of Qingdao Refrigerator General Factory. Under the guidance of the idea of "famous brand strategy" put forward by President Zhang Ruimin, Haier Group has rapidly grown from a collective small factory with a loss of 6.5438+0.47 million yuan to the first famous brand of household appliances in China through technology development, refined management, capital operation, merger and acquisition and international operation. At the beginning of the business, there was only one product with less than 800 employees. At present, Haier has 42 categories of brand-name products with more than 8,600 specifications, with more than 20,000 employees. Haier started with the introduction of refrigerator technology, and now relies on mature technology and strong strength to build factories in Southeast Asia, Europe and other places, achieving a historic breakthrough in exporting complete sets of household appliances technology to developed countries in Europe. The development of Haier Group can be summarized into three stages: the famous brand strategy stage (1984- 199 1 year), which took seven years to implement the famous brand strategy and established a total quality management system through the process of concentrating on making refrigerators. In the development stage of diversification strategy (1992- 1998), it took seven years to successfully implement diversification expansion through the extension of corporate culture and the concept of "East China and West China". In the stage of internationalization strategy (1998-), the internationalization strategy oriented to building international famous brands is being accelerated and progressed through the strategy of taking the international market as two-thirds of the development space. At present, Haier has developed 62 dealers and more than 30,000 marketing points overseas. Haier's development goal is to become one of the top 500 companies in the world at the beginning of this century and create a world famous brand in China. 1997, American Household Appliances magazine announced the fastest growing household appliance enterprise in the world, and Haier surpassed world-famous brands such as GE and Siemens, ranking first. On March 25th, 1998, Zhang Ruimin, President of Haier Group, was invited to Harvard University's forum, and the case of "Haier Culture Activating Huck Fish" was officially written in Harvard University's textbook, which marked that Haier really went to the world. 1998165438+1On October 30th, the Financial Times reported that Haier ranked seventh among the best-known companies in the Asia-Pacific region and was the only China enterprise to enter the top ten. During the period of 1999, Fortune magazine in the United States reported on the achievements of Haier Group with the title of "The Power of China Haier". Zhang Ruimin, president of Haier Group, will attend and deliver a speech at the annual meeting of' 99 Fortune Forum in Shanghai as the only China home appliance entrepreneur. 199965438+On February 7th, the Financial Times published the ranking of "30 most respected entrepreneurs in the world", and Zhang Ruimin, president of Haier, ranked 26th, which is the highest reputation that China entrepreneurs have gained in the world. In order to speed up the pace of enterprises entering the world's top 500, Haier's "three parks and one school" was built. The three parks are Haier Development Zone Industrial Park, Haier Information Park and American Haier Park. The first school is Haier University.