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From 65438 to 0984, Qingdao Refrigerator General Factory, the predecessor of Haier Group, introduced the technology of Liebherr's production equipment from Germany and engaged in the production and sales of refrigerators. By 1997, Haier Group's sales revenue 108 billion yuan and profit of 430 million yuan. Its main products include refrigerators, freezers, air conditioners, washing machines, microwave ovens, color TVs, small household appliances, integrated kitchens and bathrooms, with more than 7,000 specifications. In the process of Haier Group's growth, diversification is an important growth model, and Haier's diversification is a successful model of China enterprises.
1, the course of diversified development
(1) Single product-refrigerator
During the seven years from 1984 to 199 1, Haier only produced one product-refrigerator, which is a specialized enterprise. 199 1 year, Haier group's sales income is 724 million yuan, and its profit is 31180,000 yuan. Haier brand refrigerator became the first domestic gold medal in the history of refrigerators in China. It was the only well-known trademark of household appliances in China at that time, and it was exported to European and American countries through UL certification in the United States. At the same time, the OEC management law of Haier Group was basically formed, and the national sales service network was initially established.
(2) Refrigerating household appliances-refrigerators, electric freezers and air conditioners.
199 1 year 12.20, Haier Group, with Qingdao Refrigerator General Factory as the core and formed by the merger of Qingdao Refrigerator General Factory and Air Conditioning Factory, has expanded its business from refrigerators to electric freezers and air conditioners. Before July 1995, Haier Group mainly produced the above-mentioned refrigeration appliances, that is, it took Haier Group three years to enter the electric refrigerator and air conditioning industry. And successfully became a famous brand product in China. From 65438 to 0994, Haier Group's sales revenue was 2.56 billion yuan and its profit was 200 million yuan, ranking second and twelfth in the national light industry.
(3) White goods-refrigeration appliances, washing machine, microwave oven, water heater, etc.
1In July 1995, Haier Group acquired Qingdao Hongxing Electric Co., Ltd., one of the three major washing machine factories in China, and entered the washing machine industry on a large scale. Later, microwave ovens, water heaters and other products were produced through internal development. 1In August, 1997, Haier and Laiyang Home Appliances General Factory jointly established Laiyang Haier Electric Co., Ltd. to enter the small household appliances industry and produce electric irons and other products. At this point, Haier Group's business scope has expanded to all white goods industries for two years.
(4) All household appliances-white electricity and black electricity.
1September, 1997, Haier and Hangzhou West Lake Electronics Group jointly established Hangzhou Haier Electric Appliances to produce color TV, VCD and other products, and formally entered the field of black household appliances. At this point, Haier Group has set foot in almost all household appliances industries, and has become the enterprise with the widest product range and sales income exceeding 654.38+0 billion yuan in China. At the same time, Haier Group also controlled Qingdao No.3 Pharmaceutical Factory and entered the pharmaceutical industry. Introduce the whole kitchen and bathroom products to the market and enter the household equipment industry.
(5) March into the knowledge industry
1998 65438+ 10, Haier and Institute of Chemistry of Chinese Academy of Sciences jointly invested to establish "Helko Chemical Plastics Research Center Co., Ltd." to engage in plastic technology and new product development; On April 25th, Haier and the Scientific Research Institute of the State Administration of Radio, Film and Television jointly established "Haier Guangke Digital Technology Development Co., Ltd." to engage in digital technology development and application; On June 20th, Haier established "Beihang Haier Software Co., Ltd." with Beihang University and American C-MOLD Company to develop CAS/CAM/CAE software. This shows that Haier group has begun to enter the knowledge industry, and the products of the above-mentioned knowledge industries are all needed for the future development of Haier group, and the two have formed a fusion relationship.
2. The diversified characteristics of Haier.
(1) Control the pace of diversification according to the ability of enterprises.
This has two meanings: first, the ability of the enterprise matches the diversified rhythm, that is, in general, the rhythm is slow, and the higher the ability, the faster the rhythm; Second, with the improvement of enterprise capabilities, the pace of diversification has gradually accelerated.
In the past seven years, Haier has adhered to professional management, and formed excellent enterprise capabilities in management, brand, sales and service. Based on these capabilities, Haier Group began to enter the refrigerator and air conditioning industry from 1992 and implemented diversified operations.
Haier entered the washing machine industry on a large scale in July 1995 after three and a half years of operation in the refrigeration household appliances industry. In the past three and a half years, Haier Group has expanded the production capacity of the original refrigerator industry to the whole refrigeration household appliances industry, and has greatly improved. On this basis, Haier entered washing machines, water heaters, small household appliances, microwave ovens, dishwashers and other industries, and its business areas covered almost all white goods.
After two years of operation in the white goods industry, Haier entered the black goods industry on September 1997, producing color TV, VCD, fax machines, telephones and other products. At the same time, Haier also introduced the whole kitchen and bathroom products to the market and entered the household equipment industry. 1997 is the year when Haier entered the new industry the most, including color TV, VCD, household equipment and biomedical industry. This fast pace is based on the enterprise capability of Haier Group from 1984 to 1996 to 13.
1998 In the first half of the year, Haier entered the knowledge industry on a large scale, mainly engaged in the development of new technologies and products needed by Haier Group. This is a vertical integrated development, which will effectively enhance the overall technical capability of Haier Group.
It can be seen that Haier's pace of entering new industries is steady, basically according to its capabilities, step by step. Its core foundation is Haier's constantly improving enterprise management, brand and sales and service capabilities.
(2) Enter new industries according to the industrial relevance.
The success rate of diversification is positively related to the correlation between old and new industries, that is, high correlation, high success rate, low correlation and low success rate. The diversification of Haier group is based on the degree of industry relevance, from high relevance to medium relevance and then to low relevance.
Haier 1992 entered the refrigerator and air-conditioning industry, which is highly related to the refrigerator industry operated before 1992: ① The core technology is the same, that is, refrigeration technology, and other production technologies are also highly related; ② The marketing channels and user types are the same, but air-conditioning products need installation services, and commercial freezer users are slightly different.
Haier 1995 entered the washing machine industry with a high degree of correlation with the previous refrigeration household appliances industry: ① there is a moderate correlation in technology, but the production technology of washing machines is lower than that of refrigeration household appliances, so the technical synergy is obvious; ② In terms of market, you can fully enjoy resources such as brands and sales networks, which is highly relevant.
During the period of 1997, Haier entered the black household appliances industry such as color, and there was a moderate correlation with the white household appliances industry it had previously operated: ① technology; The key technology of white goods is design, that is, designing suitable products according to the requirements of different regional markets, while black goods are mainly electronic technology, and the technical correlation between them is low; ② In terms of market, brand and sales resources are highly correlated.
During the period of 1997, Haier entered the household equipment industry, and the correlation was moderate: ① in terms of technology, besides household appliances, some other technologies were needed, so the correlation was low; (2) The market can use the sales service network of household appliances, and then increase the installation service, so it is highly relevant.
From 65438 to 0997, Haier entered the pharmaceutical industry and household appliances industry from both technology and market. This may be the strategic preparation for Haier Group to enter the field of bioengineering in the future.
(3) Take different access methods according to different situations.
There are generally three different ways to enter a new industry; First, internal development, mainly relying on the enterprise's own operating resources to enter new industries; Second, external mergers and acquisitions, through mergers and acquisitions of other enterprises to enter new industries; The third is a strategic alliance based on joint venture and cooperation, which will enter new industries through joint venture and cooperation with other enterprises. The application scope and conditions of these three methods are different, and their advantages and disadvantages are different, and their effects on narrowing the gap of operating resources are also different.
The way Haier Group enters new industries is comprehensive, that is, it chooses a more suitable way according to different specific conditions. For example, Haier has entered new industries through internal development, mainly the household equipment industry. Because the technology of this industry is comprehensive, Haier Group has accumulated a lot in composition technology and can enjoy sales resources, so internal development is more suitable; Haier's new industries through external mergers and acquisitions mainly include air conditioners, freezers, washing machines and microwave ovens. There are some administrative factors in this respect, but due to Haier's own high management ability, brand value and good sales and service network, the commercial operation after the merger is also successful; Haier's new industries in the form of joint venture mainly include small household appliances, color TV sets and knowledge industries. This method makes use of the advantages of joint venture partners' business resources and narrows the gap between business resources and new industries.
(4) after entering a certain industry, we will strive to become the top three in the same industry in China by expanding the scale of production and sales.
Refrigerator is the industry of Haier Group, and it is still the largest industry of Haier Group. Refrigerators account for 40% of the total sales revenue in 1997. After 1992, Haier began to diversify, but insisted on expanding the production and sales scale of refrigerator industry (1984+0.997, the average growth rate of refrigerator output was 13 1%). In addition to expanding production scale in Haier Industrial Park, we also cooperated with Guizhou Aerospace Group at the end of 1997. Abroad, Haier Group also established joint-venture factories in Indonesia and the Philippines during the period of 1996 to produce and sell refrigerators and other products locally.
Freezers and air conditioners are the industries that Haier Group entered in the early stage of diversification. In order to expand the scale of production and sales, Haier Group first operated across regions in 1995 and 12, and acquired 60% of the shares of Wuhan Ranbo Xidao Company to produce freezers and air conditioners. In addition, Haier also has a joint venture with Mitsubishi Heavy Industries of Japan to produce air conditioners in Qingdao, and all the products are exported. From 65438 to 0997, Haier Air Conditioning ranked first in China along with Gree and Chunlan.
Washing machine is one of the pillar industries of Haier Group. Shortly after the reorganization of Red Star Electric Appliances by Haier Group,1March 1997, Haier and Guangdong Aide Group jointly established Shunde Haier Electric Appliances Co., Ltd., and Haier held 60% of the shares by way of loan, mainly producing washing machine products. In addition, Haier Group established a joint venture factory in Malaysia on 1996 to produce and sell washing machines locally.
Color TV is a new industry that Haier Group entered late. Haier entered this industry by way of joint venture, and used the production line of Hangzhou West Lake Electronics Group to quickly bring Pathfinder TV sets to the market, which once occupied as much as 35% of the Beijing market. In the following four months, Haier Group acquired Hefei Huangshan Electronics Group as a whole to further expand the production scale of Haier color TV.
1997 Haier group has four categories of products that rank among the top three in the same industry in China: refrigerator market share is 30.28%, freezer is 42. 10%, air conditioner is 24. 1 1%, and washing machine is 27.68%. This is the result of a survey conducted by the National Bureau of Statistics on the sales of major home appliance brands in 600 large and medium-sized shopping malls across the country.