During the period of 1985, Zhang Ruimin discovered the hidden quality problems of the products from the letters of consumers. In order to truly awaken employees' quality awareness and market awareness, the incident of "smashing the refrigerator" has become an alarm to strengthen the quality concept in Haier's history.
65438-0986, Mr. Pei, the former ambassador of West Germany to China, made a special trip from Beijing to inspect Qingdao Refrigerator General Factory. The tense and orderly working conditions in the factory made Ambassador Pei admire the young director Zhang Ruimin very much.
Due to the quality of products, Haier refrigerators became an instant hit in Beijing, Tianjin and Shenyang, and the market snapped up. Zhang Ruimin analyzed the variety and fierce competition in the refrigerator market at that time, put forward the principle of "starting late and starting high" and formulated Haier's "famous brand strategy".
In the bidding conducted by WHO 1987, Haier refrigerator won the bid in the international bidding for the first time, beating refrigerator products from more than ten countries! The development of Haier has gradually attracted the attention of leaders at all levels and all walks of life.
198865438+In February, Haier refrigerator won the first gold medal in the history of refrigerators in China with the highest score in the national refrigerator appraisal, which established Haier refrigerator's leading position in the refrigerator industry in China.
1June 1989, there was a cold current in the market. In this storm, Haier refrigerator not only did not reduce the price, but increased the price by 12%, and was still snapped up. Haier has won the market with its high quality and service.
In 2007, Haier's overall share in China's home appliance market reached more than 25%, and it still maintains 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.
In 2007, Haier 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 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.