Haier Group is headquartered in Qingdao, China. Haier Group is the fourth largest white goods manufacturer in the world and the most valuable brand in China. It has more than 240 legal entities, established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world, and has more than 50,000 employees worldwide, focusing on the development of four pillar industries: science and technology, industry, trade and finance, and has developed into a multinational enterprise group with a global turnover of more than 654.38+000 billion yuan.
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, and the reputation of Haier brand in the world was greatly improved. From 65438 to 0993, Haier brand became the first batch of well-known trademarks in China. In 2006, Haier brand value reached 74.9 billion yuan. Since 2002, Haier's brand value has ranked first among the most valuable brands in China for four consecutive years. Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration and other 18 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. On August 30th, 2005, Haier was rated as 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.
market position
According to the statistics of Yikang, the most authoritative market consulting organization in China, in 2006, Haier's overall share in China's household appliances market has reached 25.5%, and it still maintains the first share. Among them, Haier is still far ahead in the white goods market, and its advantages are more prominent; Haier's performance in the small household appliances market is steady, winning the small household appliances market championship with a market share of 16%. It is 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. At present, Haier has applied for more than 7,000 patents (including invention patents 1234). On the basis of independent intellectual property rights, Haier presided over or participated in the compilation and revision of the national standard 1 15, and formulated 397 industrial and other standards. Haier's "anti-electricity wall" technology has officially become the new national standard for electric water heaters, and Haier Air Conditioning has taken the lead in formulating "Installation Specification for Household and Similar Air Conditioners". Internationally, six technologies, such as Haier water heater "anti-electricity wall" technology and Haier washing machine dual power supply technology, have also been included in the IEC international standard proposal, which proves that Haier's innovation ability has reached the world-class level.
management mode
In the practice of innovation, Haier's "OEC" management model, "market chain" management and "integration of people and single" 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. Haier's "one person, one order" development model provides innovative thinking for solving the global business inventory and overdue accounts receivable, and is praised by the international management community as a management model of "keeping pace with the global business pulse". Facing the new conditions of global competition, Haier has established a global brand strategy, launched the enterprise spirit of "creating resources and enjoying a good reputation in the world" and the work style of "one person, one person, make a quick decision, make a quick decision", and challenge itself, challenge tomorrow, build China people's own world famous brand and innovate constantly!
Connotation of logo
Haier's new logo is composed of Chinese and English. Compared with the original logo, the new logo continues the brand culture formed by Haier in the past 20 years, and the new design emphasizes the sense of the times. Every stroke of English logo is more concise than before, with 9 strokes * * *, "A" reduces a bend, indicating that Haier people look for the goal and don't look back; "R" has lost a branch, indicating that Haier people are determined to move forward. The design core of English Haier's new logo is speed. Because in the information age, organizations and individuals are required to be faster. The style of English logo is concise, energetic and upward. The overall structure of the new English logo is simple, indicating that Haier's organizational structure is more flat; Everyone is more energetic and responsive to the global market. The new symbol of Chinese character Haier is China traditional calligraphy font, and its design core is: dynamic balance; Style is: seek stability in change. Haier, two kinds of calligraphy fonts, each stroke is full of vitality, strong sense of flying, full of vitality, which means that Haier people are eclectic and brave in innovation in order to achieve the goal of creating a world famous brand. According to Sun Tzu's Art of War, "He who can win because of the change of the enemy is called God". In the information age, the global market changes very quickly. Whoever can adapt to changes will win if he changes first. Haier has maintained relative stability while constantly innovating to break the balance. Therefore, in the word "Haier", there is a stroke that plays a balance role in the whole font. In any case, the word "sea" is horizontal, and the word "er" is vertical. "Horizontal and firm" makes the whole font balanced in movement, which means stability in change and changes for the stable development of enterprises.
Haier concept
1. Out of nothing-Haier's cultural view
2. Haier corporate culture explains Haier's entrepreneurial spirit and work style.
Everyone is a talent, but horse racing is not like a horse-Haier's view of talent
Everyone is a talented person. Horse racing is not a combination of authorization and supervision. Talents, talents and human resources are talents today, but not necessarily tomorrow. TVM: Haier's "Total Value-added Management"
4. Tap the potential first, then make a profit-Haier's strategic view
The four stages of developing strategic innovation, the change of eating "Huck fish" in three directions, the market first goes east and then west, and then the factory is established.
5. Haier model: people are one.
What is the promotion of T mode and T mode?
6. The enterprise is like a ball on a slope-Haier's OEC management method is getting better and better.
What is not simple about OEC management method and slope ball theory? What do you mean it's not easy? Three basic principles and nine control elements of 6S management of daily affairs and daily affairs: 5W3H1s.
7. The market is everywhere, and everyone has a market-Haier's market chain.
Three Stages of Market Chain Process Reengineering "Five Needs and Five Don 'ts" Market Chain Process Reengineering "Three Principles" Mechanism of Market Chain Process Reengineering "SST" Demolish the internal and external walls of enterprises, zero inventory, zero distance and zero working capital, do the right thing and do things correctly, speed, innovation and SBU.
8. Brand is sail and users are teachers-Haier's brand marketing.
Excellent products are stories of excellent people smashing refrigerators. There are no well-known brands in China that fight for value and don't fight price wars.
9. The soil for enterprises to survive is users-Haier's service concept.
The floating boat method of selling word of mouth first and then selling products only has the idea of off-season. There is no off-season market, the unchanging law of the market is always changing, and it is always right to create a market that touches users. The problem with the market is that our innovative subject is to keep an eye on the market, create a reputation and never say "no" to the market. User complaints are the best gift. Your satisfaction is our working standard of "one vote in the end" internally, the core competitiveness of "one stop in place" externally, and the extraordinary ability to obtain resources from customers and users. I am Haier, and I smile.
10. Go out, go in and go up-an international Haier.
Difficult before easy, unstable, not strong. Three thirds of the trinity, three integrations and one creation, three internationalization and five globalization. Out, in, up.
1 1. The essence of management is not "knowledge" but "behavior"
-Haier's management methods
Always trembling, always treading on thin ice to solve problems. Three-step management is to use the 80/20 principle 10/ 10 principle Haier motto.
12. Sincerity forever-Haier's image
Group image language product image language Haier Chinese and English standard font Haier flag Haier mascot Haier market chain synchronization process model
Haier is in America.
1On April 30th, 999, Haier established American Haier Industrial Park in South Carolina, covering an area of 700 mu, with an annual production capacity of 500,000 units. In 2000, it was officially put into production to produce household appliances, and gradually opened the market through high-quality and personalized design. This means the establishment of Haier's first "Trinity Localization" overseas, that is, the design center is in Los Angeles, the marketing center is in new york, and the production center is in South Carolina.
On March 5th, 2002, Haier bought the Greenwich Bank Building in Midtown new york as its North American headquarters. This is a qualitative leap for Haier, representing Haier's commitment to the American market, that is, Haier will take root in the United States.
Haier's reputation is fragrant in the American market. While expanding its market share, Haier has also left a good reputation for American consumers and won favorable comments. The design fully meets the individual needs of consumers, and the product line has developed from a single small refrigerator and freezer to a huge product group competing with mainstream brands. In 2003, he won the Golden Hammer Award for American product design. On July 1 day, 2004, American Target Chain Store and Haier jointly set an amazing record of selling 7,000 air conditioners in seven hours in new york. This rare phenomenon attracted the attention of HFN, a famous American household appliance retail weekly, and reported the air-conditioning campaign in depth with a full-page on July 5.
At present, Haier products have successfully settled in the United States 10 chain group, and won the honors of "best supplier" and "inspection-free supplier qualification".
Haier's social contribution in the United States has been recognized and praised locally. In recognition of Haier's investment in South Carolina and its contribution to local development, the Kexiao county government where Camden is located awarded Haier 200 1 the "Community Contribution Award". In 2002, the South Carolina government awarded the "Job Creation Award" to Haier's American factory, and in order to support the better and faster development of the South Carolina factory, the South Carolina government also gave Haier's American factory preferential payroll tax rebate treatment, which was regarded by the government as a model of trade-driven investment. The municipal government named a road in the city "Haier Avenue" for free, which is the first road named after a China enterprise in the United States. Mr. and Mrs. Liu Biwei, Consul General of China in new york, visited Haier's US headquarters-"I hope more China enterprises will buy office buildings in new york!"
On March 1 1, at the invitation of Mike, President of Haier USA, Liu Biwei, Consul General of China in new york, and his wife visited Haier USA headquarters and visited Haier employees. Business counselor Garden occupied the Consulate General to accompany them. Mike accompanied Consul General Liu and his party to visit the headquarters building and introduced the operation of Haier USA. Consul General Liu, on behalf of the Consulate General, expressed condolences to Haier's Chinese and American employees. He said that Haier is not only a household name in China, but also famous internationally. I have long heard that Haier's American headquarters is beautiful, and today it really deserves its reputation! Enterprises in China can buy such a building on Broadway in new york, where land is precious. As a China citizen and a representative of the China Municipal Government, they are very happy and proud! I hope more China enterprises will enter the United States in the future. He also said that the duty of China's overseas institutions is that diplomacy should serve economic construction. The Consulate General is willing to wholeheartedly help China enterprises including Haier to develop overseas. Consul General Liu finally wished Haier to actively explore the American market, keep forging ahead and do better and better.
Haier is in Europe.
From February 28th to March 3rd, the International Exhibition on Heating, Refrigeration, Air Conditioning, Sanitary Ware and Sanitary Equipment was held in Milan, Italy. Milan Bathroom Expo in Italy is one of the largest professional events of heating, refrigeration, bathroom equipment and pump and valve products in the world. Haier Air Conditioning's "Smart Wind" series air conditioners have been sought after by young consumers attending the meeting.
Europe is the birthplace of the world home appliance industry, with many world-class home appliance brands. Haier refrigerator technology comes from Germany. Starting from 1990, Haier exported 20,000 refrigerators to Germany for the first time, and Haier blew the horn to enter the European home appliance market.
1 2006 54 38+09 In June, Haier Group acquired Manigetti refrigerator factory in Italy, together with Haier's design centers in Lyon, France and Amsterdam, the Netherlands, and its marketing center in Milan, Italy, Haier truly realized the localization operation of the "trinity" in Europe. Haier not only has a white goods production base in Europe, but also has the conditions to participate in the organization of local manufacturers and obtain information, thus laying a solid foundation for realizing "three integrations and one innovation" in Europe (that is, financing, intelligence, culture and creating a world famous brand).
From March 7th to 9th, 2000/KLOC-0, the biennial Cologne International Household Appliances Expo kicked off again. Haier is one of the exhibitors with the largest area (1 1,000 square meters) in this Expo. It has launched 58 categories of new products with specifications of 159, especially the 28 specifications of space series network household appliances with categories of 10, which debuted in the European market for the first time, attracting the attention of many exhibitors.
With high-quality products, personalized design and speed advantages, Haier has established its own brand.
In 2002, Haier's six refrigerator products took the lead in reaching the European A+ energy consumption standard. In Germany, the Netherlands, Belgium and Shandong, for each Haier refrigerator that meets the energy consumption standard of A+, the government awarded 100 Euro, which greatly enhanced Haier's brand competitiveness, and its sales increased by 15 times in three years. In 2003, Haier's Mike freezer and personalized wine cabinet attracted many customers at the "British Hotel Supplies and Consumer Goods Exhibition" in London.
From June 5, 2005 to 10, Haier refrigerator was rated as the best-selling product by British Ethical Consumer magazine. In a large-scale bidding for drum washing machines in Cologne and Aachen, Germany, Haier drum washing machines finally beat many international famous brands after several rounds of competition and won the big orders from two municipal governments. In Russia and Moscow, the government procurement project of subway tunnel won the bid, and Haier 42-inch plasma products won the bid successfully with excellent cost performance.
In April 2005, Haier Aerospace Inverter Refrigerator held a press conference on European listing in Vicenza, Italy. The innovative breakthrough of this product in energy saving and environmental protection has left a deep impression on many home appliance manufacturers, and it has become the fastest-selling high-end product in just three months.
In Paris, France, Haier people in France introduced Haier products to French customers. The picture that constitutes Haier's global brand image is full of localization elements, which is a vivid interpretation of Haier's global brand strategy.
Haier is in the Middle East
From 65438 to 0993, Haier brand refrigerators and other products began to land in the Middle East market. In order to meet the special needs of consumers in the Middle East, Haier has developed large-capacity washing machines, large-capacity refrigerators, tropical air conditioners, Arabic TV sets and other products. It has been welcomed by local consumers. Among them, the washing machine specially designed for the Middle East is very popular in the Middle East because of its large capacity and superior water-saving performance.
By 2000, Haier had initially established a distributor network covering most countries in the Middle East.
In 200 1 year, Haier's new color TV product promotion conference toured Saudi Arabia, United Arab Emirates, Kuwait and other Middle Eastern countries. Haier's 9 series and more than 20 color TVs represented by "Baode Dragon" and "MGM" appeared in the Middle East market at the same time: Arabic screen display, high definition, super signal reception, wide voltage, localized design and high quality, which made the people in the Middle East know about Haier's products.
The popularity of Haier products in the Middle East stems from Haier's localization strategy in the Middle East. At the end of 200 1, Haier established Haier Middle East Trading Company with Jordanian and Syrian partners and Haier Middle East Electrical Appliance Factory with Jordanian partners. On June 5438- 10, 2003, the first TV set and washing machine produced by Haier Middle East Electric Appliance Factory went offline smoothly. In 65438+February, air conditioning products were officially put into production. The localized production and sales of Haier products quickly meet the needs of consumers in the Middle East, and also rapidly enhance the market competitiveness of Haier products in the Middle East. Haier products have opened up a new situation in the Middle East market in a very short period of time by taking advantage of the tariff preferences between Pan-Arab League countries, and successfully entered some markets that were previously inaccessible. Haier impeller washing machine has become the first market share in Syria and Iran.
By the end of 2003, Haier had three manufacturing plants in the Middle East, located in Jordan, Iran and Syria, producing refrigerators, freezers, air conditioners, wave turbines, drum machines, televisions, microwave ovens, dishwashers and other products, and established an effective after-sales service system in the Middle East.
In 2004, local organizations in Iraq will purchase a large number of refrigerator products for post-war reconstruction in Iraq. Among many bidding brands, Haier refrigerator has become the only winning product in the world. Iraq is located in a tropical desert climate, with the highest temperature above 50℃ in summer. Local consumers have high requirements for the refrigeration speed and effect of refrigerators. Haier keeps abreast of the changes of local consumers' needs through the local dealer network, and quickly enters the huge market rebuilt by the Iraq war.
On March 1 2005, Haier Middle East Industrial Park opened in Amman, Jordan. Haier Middle East Industrial Park will contribute to the "trinity" of Haier's localization of R&D and production and sales in the Middle East.
Haier in Asia Pacific
With its reputation in Europe and America, Haier has entered developing countries in Southeast Asia with strategic plans. In April, 20001,Haier laid the foundation stone for its second overseas industrial park in Pakistan. On May 6th, 2002, the first Haier washing machine rolled off the assembly line in Haier Industrial Park, Pakistan.
In India, Haier has grown to nearly 3,000 sales outlets and 14 Haier exhibition halls. Haier's products have rapidly expanded from white products such as refrigerators, air conditioners, washing machines, dishwashers and microwave ovens to black products such as televisions, DVDs and mobile phones. Up to now, Haier has entered 8 of India 10 dealers.
In other parts of Southeast Asia, Haier has established factories in Malaysia, Indonesia, Bangladesh, Vietnam and other countries, and established trading companies in Singapore. Haier's market expansion in Southeast Asia has entered the fast lane.
In Australia, in April 2004, Haier participated in sports for the first time by naming. Andrew gaze, the captain of Melbourne Tigers, Australia's first star basketball team, signed a contract with Haier to officially endorse Haier notebook. 165438+1At the beginning of October, Australia's national authoritative certification body selected the refrigerator products in the whole Australian market as "Top Energy Saving Award". The results show that Haier accounts for three of the thirteen refrigerators with energy-saving labels, and the energy-saving level of the three refrigerators far exceeds the energy consumption standard.
In New Zealand, at the end of September 2002, Haier products made their debut in the New Zealand market, which was immediately recognized by consumers and brought a strong shock wave to the local home appliance market. In June 2003, Consumer magazine published 5438+ 10, and New Zealand announced the comprehensive performance ranking of 30 best-selling washing machines in New Zealand's national market in 2003. Haier ranked first in the washing ratio of washing machines and became one of the six washing machine brands specially recommended by the magazine to New Zealand consumers.
Indonesia is the largest country and economy in ASEAN, and it is also a "battlefield" for many internationally renowned brands. Haier adheres to the localization strategy to meet the needs of local users and has become a well-known international brand in the Indonesian market. The picture shows the streets of downtown Indonesia, where Haier brand complements other internationally renowned brands.
Haier is in Japan.
Japan is recognized as the home appliance kingdom. Japan's leading technology in the home appliance industry, high-level product refinement, demanding consumers and strong local awareness of domestic brand protection have discouraged foreign home appliance brands from entering the Japanese market.
June 5438 +2002 10, Haier and sanyo co., ltd joined hands to reach a strategic alliance. Haier takes the user's demand as the center, and with its strong design and manufacturing strength, it constantly develops products that meet the needs of local consumers in Japan.
June, 5438+October, 2002 10, the G-MARK Award representing the highest honor in the field of design was announced, and Haier's "child prodigy" washing machine and embedded wine cabinet both won this honor. These two products specially designed for the Japanese market cater to the needs of the new generation in Japan. "Little prodigy" washing machine is favored by Japanese single aristocrats for its compact and fashionable appearance and easy-to-use man-machine interface. Haier's embedded wine cabinet conforms to the development trend of Japanese household appliances to open kitchens. In 2003, the "retro refrigerator" for female consumers greatly met the demand of Japanese single women for refrigerator products with simple functions and fashionable appearance; Haier Laundry Bar, a small drum washing machine with automatic drying function, landed in Japan on a large scale, perfectly solving the complaints of Japanese small families about big washing machines. ...
In August 2003, Haier erected a billboard in Ginza, Tokyo, Japan, one of the four prime locations in the world, which marked Haier's sudden emergence in the Japanese home appliance market and made Japanese home appliance companies feel the pressure.
Up to now, Haier products have been successfully sold in large Japanese chain stores such as BIC camera, BEST and KEIZU, and entered AEON, Japan's largest supermarket, forming a strategic cooperative relationship with them. In 2004, Haier became the only foreign brand in the ranking of the top ten most influential washing machine products in the Japanese market published by BEST HIT GOODS, and two washing machines successfully entered the top 10.
While Haier products sell well in Japan, Haier spirit also spreads to Japan. On June 5438- 10, 2004, the film "CEO" with the theme of Haier's development history premiered in Japan, which was deeply loved by local Japanese residents. "Haier spirit" has also become an example for Japanese business circles to follow.
In the two and a half years since Haier entered Japan, its sales in Japan have exceeded one million units. In July 2005, Haier participated in the China Pavilion of the World Expo with the theme of "Grateful Million". Through zero-distance contact with Japanese consumers, Haier thanked Japanese consumers for their love for Haier, and further expanded the popularity and reputation of Haier brand in Japan.
"CEO" was released in Japan, and Haier Spirit went to Japan.
As soon as the press conference was over, dozens of reporters swarmed around, surrounded by microphones, interview machines and cameras!
10 10 12, the film "CEO" adapted from the history of our group went to Japan. Before the film was released in Japan, a press conference was held at the Japan Press Club in Hibiya, Tokyo. Head Zhang of our delegation attended.
On the afternoon of June+10/October 65438+February, a Japanese businessman said with emotion, "China is now producing better national enterprises than Japan, and Japan's competitor is in China. I hope this spirit will return to Japan. "
According to Fuji Image Company of Japan, which introduced the film, the film "CEO" will be officially released in Japanese cinemas as a New Year film.
This enterprise ranks 25th among the top 500 Chinese enterprises in 2006 and 28th among the top 500 Chinese enterprises in 2007 jointly issued by china enterprise confederation and China Entrepreneurs Association.