1. Haier Group
Haier Group is the fourth largest white goods manufacturer in the world and the most valuable brand in China. Haier has established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world, with more than 50,000 employees worldwide, and has developed into a large multinational enterprise group. In 2007, Haier Group achieved a global turnover of11800 million yuan. Haier Group is currently the President of Haier Group, Yang Mianmian.
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. After 24 years' efforts, the reputation of Haier brand in the world has been greatly improved. In 2007, Haier brand value reached 78.6 billion yuan. Since 2002, Haier's brand value has ranked first among the most valuable brands in China for six consecutive years. Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration and other 19 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. In August 2005, Haier was named one of 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 Zhongyikang, the most authoritative market consulting organization in China, in 2007, Haier's overall share in China's household appliances market reached more than 25%, and it still maintained the first share; Especially in the field of high-end products, Haier's market share is as high as more than 30%, among which Haier is still far ahead in the white goods market. It is also 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.
By 2007, Haier had applied for 7883 patents (including invention patents 1736); In 2007 alone, Haier applied for 875 patents (including 502 invention patents), and applied for 2 invention patents on average every working day. On the basis of independent intellectual property rights, Haier has participated in the formulation of nine international standards, three of which will be released and implemented soon, which shows that Haier's independent innovation technology has been recognized in the field of international standards; Haier presided over or participated in the compilation and revision of 152 national standards and formulated 425 industrial and other standards. Haier is a home appliance enterprise that participates in the most international standards, national standards and industry standards.
In the practice of innovation, Haier's "OEC" management model, "market chain" management and "one person, one order" 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.
In 2008, Haier entered the third year of implementing global brand strategy; With the rapid development of globalization and informatization, Haier began to redesign the informatization process. Haier builds a business model of excellent operation through the end-to-end process from goal to goal and from user to user. Haier's information revolution means the beginning of the "new customer era". Haier creates and meets the needs of global users through the establishment of process mechanism and the creation of excellent business model. Haier initiated 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", and integrated global resources through a borderless team to build China people's own world famous brand!
[Edit this paragraph] [Haier Group Development Strategy]
Brand strategy stage (1984- 199 1 year)
Features: Only one refrigerator product, groping for and accumulating enterprise management experience, laying a solid foundation for future development, and summarizing a set of portable management models.
Diversification strategy stage (1992 ——1998)
Features: from one product to multiple products (1984 only has refrigerators, 1998 dozens of products), from white electricity to black electricity, capital operation is carried out in the way of "eating Huck fish", tangible assets are revitalized with intangible assets, large-scale enterprises are made in the shortest time, and enterprises are strengthened with the lowest cost.
International strategic stage (1998-2005)
Features: The products are sold in batches in major economic regions around the world, with its own overseas dealer network and after-sales service network. Haier brand has gained a certain popularity, credibility and reputation.
Global brand strategy stage (2006-)
Features: In order to adapt to the situation of global economic integration and manage global brands, Haier Group has entered the fourth stage of development strategy innovation: global brand strategy since 2006, following the stage of brand strategy, diversification strategy and internationalization strategy. The difference between internationalization strategy and global brand strategy lies in: the stage of internationalization strategy is based on China and radiates the whole world; The global brand strategy is to create a localized Haier brand in every country's market. The problems that Haier needs to solve when implementing the global brand strategy are: improving the competitiveness of products and the competitiveness of enterprise operations. Achieve win-win profits with suppliers, customers and users. Change from single culture to multi-culture and realize sustainable development.
[Edit this paragraph] [Haier memorabilia]
Haier group in 2008
● In June 5438+10, the China Reform and Development Summit Forum and the 30th anniversary of China's reform/China's reform contribution award ceremony were held in Beijing. Zhang Ruimin, CEO of Haier Group, won the "Meritorious Person of 30th Anniversary of China Reform" award. The forum was jointly organized by Caijing magazine and Sina Finance. The selection results are recommended by the forum expert group and the secretariat, publicized by the media, and finally voted by readers. Thirty meritorious figures emerged from all walks of life in the past 30 years were selected in recognition of their outstanding contributions to China's reform and opening up. Li Yining, dean of Guanghua School of Management of Peking University and a famous economist, is one of the heroes who won this honor.
● On September 27th, the National Bureau of Statistics held the "Eighth Conference of Top 500 Chinese Enterprises and Top 500 Competitive Enterprises" in the Great Hall of the People, and released the latest statistical information of large enterprise groups in China. Haier Group ranked 1 among the top 500 competitive enterprises in China in 2008. The comprehensive strength information of large enterprise groups in China in 2008 released this time is the latest data obtained from the cross-industry, all-round and multi-index survey on the present situation of enterprise groups in China by the survey center of the National Bureau of Statistics with reference to international advanced statistical methods. The evaluation index system is divided into capability index and mechanism index according to the factors that affect the competitiveness of enterprise groups. Capability indicators include 47 indicators in three categories: survival, development and potential, and mechanism indicators are divided into five categories: system, decision-making, incentive, management and innovation, with 1 1 indicator. After scientific analysis and treatment, the Enterprise Investigation Corps of the National Bureau of Statistics finally determined the weight of each index reasonably and summarized each index into a competitiveness index.
Haier Group ranks first among the top 500 Chinese enterprises, which is inseparable from the development of globalization and the promotion of brand comprehensive competitiveness brought by successful Olympic marketing. In the 2008 Olympic Games, China showed its economic and cultural strength to the world and began to integrate into the international mainstream society at a deeper level. This is an important embodiment of China's economic and social development from quantitative change to qualitative change in the past 30 years of reform and opening up. The same is true of national brands. Through the Olympic springboard, more and more national brands began to integrate into the global business environment and adapt to global public relations. As a sponsor of the 2008 Olympic Games, Haier Group launched Olympic marketing in 2005. From successfully providing 60,000 green energy-saving products for 37 Olympic venues to implementing the "One Gold Medal, One Hope Primary School" gold medal public welfare plan during the Olympic Games, Haier Group has fully demonstrated the strength and new image of its "global brand" to the whole world with the help of the Olympic stage. "Haier's initial' going out' was not to earn foreign exchange through exports, but to build a brand through exports; Now "going in" and "going up" are not made in China, but created in China. In the era of globalization and informatization, Haier will seize the best opportunity provided by the information age, integrate global resources, build a global logistics, capital flow and information flow network, and set sail for the goal of building a global brand. " Zhang Ruimin said. This sentence well explains why Haier won the top 500 competitive champion of large enterprises in China.
● On March 25th, the first list of "China's most respected entrepreneurs" jointly published by Peking University Enterprise Management Case Study Center and pku business review was announced, and Zhang Ruimin, CEO of Haier Group, was awarded "China's most respected entrepreneur". At the same time, pku business review published the general list and industry list of "China's most respected enterprises" in 2007, and Haier ranked first in "China's most respected enterprises".
● On March 25th, the results of "2008 China Consumer Ideal Brand Survey" sponsored by China Advertising Business Association and China Communication University were announced. Haier and other local brands still maintain strong vitality under the strong competition of overseas brands, and Haier's refrigerators, washing machines and water heaters rank first at the same time.
● In March, the national 863 plan project declared by Haier Group: "Research on the application of household appliance assembly production process, tracking and scheduling system based on radio frequency identification (RFID) technology" was approved by the Ministry of Science and Technology and officially launched.
● In March, China Brand Research Institute released the list of "Top 500 Most Valuable Trademarks in China", and Haier won the titles of "China Comprehensive Industry Standard King" and "Shandong Standard King", becoming the only home appliance trademark with the title of "Double Standard King".
● On March 13, China Quality Miles Promotion Association held a press conference in Beijing, which made public the service quality survey results in the past seven years for the first time. Chen Chuanyi, Secretary-General of China Quality Miles Promotion Association, said: "Haier is the only enterprise that randomly checks all products and all cities, and the qualified rate is 100%, which is a model of' China service'! We randomly selected eight categories of Haier products in 48 cities, all of which were qualified. "
On the morning of March 9th, General Secretary of the Communist Party of China (CPC) Central Committee, president and Hu Jintao, Chairman of the Central Military Commission, attended the deliberation of the Shandong delegation to the First Session of the 11th National People's Congress. At the end of the delegation's deliberation, General Secretary Hu Jintao came among the delegates and shook hands with them one by one. The People's Rights Newspaper sponsored by the Standing Committee of Shandong Provincial People's Congress described the meeting between the President and General Secretary Hu: "Haier is a world-famous brand, and the General Secretary personally attended the unveiling ceremony of Haier Economic Zone they built in Pakistan and inspected Haier Industrial Park. Yang Mianmian, president of Haier Group, reported to the General Secretary that Haier Industrial Park has been put into operation with good benefits. The general secretary was very happy to hear it, and Yang Mianmian did a good job in overseas projects. "
● On March 5th, the first meeting of the 11th National People's Congress of People's Republic of China (PRC) was held in the Great Hall of the People. Yang Mianmian, president of Haier Group, attended the meeting as a representative of the 11th National People's Congress.
● In February, the 4th China Industrial Economy Annual Person Release and Award Ceremony jointly organized by China Productivity Society, China Development Research Institute and china industry news Society was held in the Great Hall of the People. Zhang Ruimin, CEO of Haier Group, won the title of "Top Ten Man of China's Industrial Economy".
● On February 16, the 57th NBA All-Star Game was held in New Orleans Stadium. As the only home appliance sponsor in NBA, Haier's LOGO is very eye-catching around the stadium, and Haier has become a shining brand "star" on the stadium. Haier and NBA*** jointly launched the "Haier, the shooting star-Haier mixed shooting contest", which attracted the attention of NBA fans all over the world.
● In February, the sales of Haier's two washing machines in Bic Camera, a large consumer electronics channel in Japan, surpassed well-known brands such as Panasonic and Toshiba with the same production capacity. Bic camera channel mainly introduces Haier washing machine for free in its TV advertisements, and mainly promotes Haier on its website. Haier became the first China home appliance brand promoted by Haier.
● In 2008, 30 years after China's reform and opening up, China Economic Weekly published the list of China's economy 100 people for the first time, and Zhang Ruimin, CEO of Haier Group, was listed as China's economy 100 people in 30 years after reform and opening up. Zhang Ruimin, CEO of Haier Group, was evaluated by the "Hundred People List": "Zhang Ruimin has made the brand" Made in Haier China ",which is a miracle of China's reform and opening up, and it is also the dream of China people to have a world-famous national brand!"
● 65438+1October 1 1 The "2007 Global Annual Meeting of Haier Group" with the theme of "openness, reciprocity, * * * enjoyment and global operation" was held in Academia Sinica. Haier executives from seven regions around the world attended the meeting through online video.
● Las Vegas time: 654381October 6th, the 4th1International Consumer Electronics Show (CES), the world's largest consumer technology industry event, kicked off in Las Vegas, USA. "TOP 10, the leading brand in China's consumer electronics industry" was announced at CES, and Haier was named the first brand in China's consumer electronics industry. Haier has topped the top ten brands for two consecutive years, which reflects the international influence of Haier brand.
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