Qingdao Refrigerator Factory, the predecessor of Haier Group, was established in 1984 on the basis of introducing Liebherr refrigerator production technology from Germany.
Prior to this, the refrigerator factory was a small collective factory with a loss of 6.5438+0.47 million yuan, and people's quality consciousness was still quite indifferent at that time.
1April 1985, the refrigerator factory smashed 76 refrigerators with serious quality problems in public, which greatly improved the quality awareness of workers. Thus, it won the 1988 national quality award and the 1990 national quality management award, the only one in the refrigerator industry.
By 199 1 year, it has been rated as "the most popular refrigerator for light industrial products" by national consumers for five consecutive years. At this time, the refrigerator factory, whether brand awareness, product quality or service quality, has reached an unprecedented height.
199 1 year 65438+February, with Qingdao refrigerator factory as the core enterprise and air conditioning factory and freezer factory as the closely integrated enterprises, Haier group company was established after reorganization.
Through technology development, refined management, capital operation, merger and acquisition, and internationalization, Haier Group has rapidly grown into a large enterprise group ranked 30th among the top 500 enterprises in China in 1996. During the five years from 1992 to 1996, the sales revenue of Haier Group soared from 800 million yuan to 6 1 600 million yuan, and from197 to August, the sales revenue reached 6.6 billion yuan.
At present, Haier Group's products include refrigerators, freezers, air conditioners, etc. 13, and are exported to developed countries and regions such as Europe, America and Japan in batches.
1996, Haier's trademark intangible assets reached 7.7 billion, making it the first famous brand of household appliances in China.
Enterprise turning point
1. Adhere to a high starting point in technology and quality.
Qingdao Refrigerator General Factory, established in 1984, is the last batch of designated refrigerator manufacturers in the Ministry of Light Industry. At that time, there were more than 100 brands of domestic refrigerators on the market, and the competition was fierce, but there were no "famous brand" refrigerators.
So when Haier first started to produce refrigerators, it put forward the slogan of "famous brand strategy".
The core of "famous brand strategy" is the high quality of products.
From 65438 to 0985, Haier imported advanced technology from Germany and produced the first generation of four-star refrigerators in China and even in Asia, taking the lead in forming the advantages of reliable quality and advanced technology in the domestic market.
Soon Haier won the trust of consumers with high-tech and high-quality products.
2. Strengthen the quality awareness of all staff and strengthen product quality management.
To build a famous brand refrigerator, we must start with quality.
Haier believes that people are the most critical factor in quality, first-class products are made by first-class people, and quality is essentially the embodiment of the overall quality of employees. Grasping quality must first start with people.
1985, Zhang Ruimin, president of the group, decisively decided that the responsible person would personally destroy 76 refrigerators with certain quality problems with a sledgehammer.
This incident caused a great shock among employees, and the quality awareness of employees has been qualitatively improved since then.
3. Insist on technological progress without stopping.
Haier attaches great importance to technological development in the development process, constantly negates itself, speeds up the pace of upgrading, and always maintains technological and quality development and innovation, ensuring the leading position of technology in the market.
Our research and development of fluorine-free energy-saving refrigerators has reached the highest level in the world. Our achievements have participated in international academic exchanges on behalf of China and Asia for many times, such as Earth Day in the United States, the Vienna International Symposium on Freon and Halon Substitution, and the International Symposium on Fluorine-free Achievements in New Delhi, India, which caused a sensation in the world and was praised by the world environmental protection organization as "one more Haier in the world and one more safe planet".