When was Haier founded?

Haier group \ xd \ xd \ Haier group is a national mega-enterprise integrating scientific research, production, trade and finance. More than 1 years ago, Haier's predecessor was a collective enterprise with a deficit of 1.47 million yuan, insolvent assets, unpaid workers and extremely chaotic management; By 1998, Haier had achieved industrial sales income of 16.2 billion yuan, with profits and taxes of more than 1 billion yuan, and its products were exported to 87 countries and regions, earning 76.65 million US dollars. The development of Haier has attracted the attention of Harvard University, Fortune magazine, Financial Times and Wall Street Journal. \ xd \ xd \ The main driving force of Haier's rapid development is the spirit of innovation, and the words "dedication to serving the country and pursuing Excellence" are the embodiment of Haier's spirit of innovation. \ xd \ xd \ Haier Group now has more than 1,7 patents, which is the enterprise with the largest number of patent applications in China. In 1998, Haier developed a new product on average every working day and applied for two patents every day. In the whole year, 262 new products and technologies were completed, and 236 achievements were commercialized, with the commercialization rate reaching 9% and the contribution rate of science and technology reaching 63%. \ xd \ xd \ Haier Group has developed to this day, and we deeply realize that technological innovation is the foundation of high-speed, stable and sustainable development of enterprises, and it is also the cornerstone of Haier's internationalization. Brand strategy is the carrier of Haier's innovative spirit, and the process of implementing Haier's brand strategy is the process of technological innovation. \xd\\xd\ (1) Creating Haier's famous refrigerator brand \ xd \ xd \ During the seven years from the establishment of Qingdao Refrigerator General Factory, the predecessor of Haier Group, in 1984 to 1991, Haier adhered to a high starting point in technical quality, strengthened the quality awareness of all staff and products, persisted in technological progress, and established Haier's famous refrigerator brand by paying close attention to product quality. \ xd \ xd \ 1. Adhere to a high starting point in technology and quality. Qingdao Refrigerator General Factory, established in 1984, was the last batch of designated refrigerator manufacturers of the Ministry of Light Industry. At that time, there were more than 1 brands of domestic refrigerators in the market, and the competition was fierce, but there were no "famous brand" refrigerators. Therefore, 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. \ xd \ xd \ In 1985, Haier introduced advanced technology from Germany and produced the first generation of four-star refrigerators in China and even in Asia, which was one step ahead and formed 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. \ xd \ \ xd \ 2. Strengthen the quality awareness of all staff and product quality management. To create a brand-name 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 should start with people first. \ xd \ xd \ in 1985, Zhang Ruimin, the president of the group, resolutely decided to smash 76 refrigerators with certain quality problems by the responsible person himself with a sledgehammer. This incident caused a great shock among employees, and the quality awareness of employees has been qualitatively improved since then. \ xd \ \ xd \ 3. Insist on continuous technological progress. Haier attaches great importance to technology development in the development process, constantly denies itself, speeds up the pace of upgrading, and always maintains the development and innovation in technology and quality, ensuring the leading position in technology in the market. We have reached the highest international level in the development of fluorine-free energy-saving refrigerators. Our achievements have represented China and Asia in several international academic exchanges, such as Earth Day in the United States, International Symposium on Freon and Halon Substitution in Vienna, and International Symposium on Fluorine-free Achievements in New Delhi, India, which caused a sensation in the world and was praised as "more Haier in the world and more safety on the earth" by world environmental protection organizations. \xd\\xd\ (II) From a single refrigerator brand to a diversified Haier brand \ xd \ \ xd \ In 1992, China's economy entered a new period of development. Haier seized the opportunity to merge 18 enterprises including Qingdao Electric Refrigerator General Factory, Qingdao Air Conditioning Factory and Qingdao Hongxing Electric Co., Ltd., and invested in the construction of Haier Park to start a second venture. Now Haier's products involve refrigerators, freezers and air conditioners. \xd\\xd\ Haier develops famous brands based on the market, consolidates famous brands through strengthening management, extends famous brands through joint fleet and establishes Haier's brand position through continuous technological innovation in the process of second pioneering and diversified development. \ xd \ \ xd \ 1. Develop famous brands based on the market. Based on the market rules, in the face of the contradiction between quality and quantity, Haier always ensures product quality and management first, and then expands production and scale, winning by quality and winning by famous brands. \ xd \ xd \ New product development takes the market demand as the coordinate, and new products are managed according to the requirements of brand-name products from design, trial production to production, thus ensuring that each generation of new products can become a new weapon to occupy the market. Whenever a new product comes out, we constantly look for its shortcomings, understand the market demand and the psychology of users, so as to design new products and open up new areas of consumer demand. \ xd \ xd \ Haier always adheres to the idea of "customer first". Haier believes that famous brands should be recognized by users and the market, and they should be created and maintained by excellent services. Therefore, Haier regards after-sales service as an important link and primary field to create, publicize, maintain and develop famous brands. In June 1996, Haier Group was awarded the "Five-Star Diamond Award" by the American Society for Quality Service Science, which was the first enterprise in the Asian household appliance industry to win this honor. \ xd \ xd \ 2. Strengthen management and consolidate famous brands. While pursuing first-class products, Haier attaches great importance to the pursuit of first-class management, strictly controls quality as the center, and makes great efforts to strengthen the scientific management system with quality as the main line. While introducing advanced tooling and equipment, we will fully introduce advanced management methods and standards, actively implement the quality veto system, and veto all quality faults in the production process. \ xd \ xd \ management methods are constantly improved and innovated, focusing on basic management and on-site management, and introducing IE, 6S activities, network technology, total quality management, system engineering and value engineering into enterprise management, so that brand-name products are in advanced all-round optimal management. \ xd \ xd \ good benefits come from scientific management. After more than ten years of continuous exploration and improvement, Haier has formed a set of scientific and reasonable management methods that are in line with the characteristics of enterprises-Nissin and Rishi Management, that is, OEC management, which has formed a benign operating mechanism within the enterprise and created a high-quality workforce. Over the years, Haier has always given top priority to management, and constantly brought forth new ideas, creating many distinctive management methods in combination with reality, deepening OEC management and enriching the connotation of OEC management. \ xd \ \ xd \ 3. Joint fleet, extending famous brand. In the market competition, there are famous brands, but there is no scale, so famous brands cannot develop and maintain; If there is scale but no famous brand, it is impossible to achieve scale. For this reason, Haier put forward the management mode of "joint fleet", that is, the mode of Haier Group should not be a train, but a joint fleet. Each ship has its own strong combat effectiveness and can fight jointly, and the whole is greater than the sum of its parts. In this way, a brand-name product can be developed into a brand-name group, extending the scope of famous brands. \xd\\xd\ Now, Haier's products have formed 42 series, including frequency conversion series, antibacterial series, health series, environmental protection series and intelligent series of household appliances, with more than 8,6 brand-name product groups. Haier products have advantages as a whole, and each series has different innovations, which are unique in technology, concept, demand and design. \ xd \ \ xd \ 4. Technological innovation to establish brand position. Technological innovation is an important way for enterprises to participate in market competition and gain competitive advantage. Technological innovation ability is the basic condition for enterprises to take the initiative in the market and become industry leaders and market leaders. Through technological innovation, Haier has successfully established the position of Haier brand in the domestic market. Technological innovation has become the foundation of sustained, stable and high-speed development of enterprises. \ xd \ xd \ Haier follows three principles when carrying out technological innovation: "marketization of projects", "commercialization of achievements" and "internationalization of goals". \ xd \ xd \ Haier believes that the market is the starting point and destination of all the work of all enterprises, so the subject of technological innovation should come from the market and serve the market. When determining the topic, Haier firmly grasps the principle of starting from the market and starting from consumers' dissatisfaction, regret and hope, forming a situation that "the topic comes from difficult problems". For example, the little prodigy developed to solve the consumer problem has "multiplied" for nine generations in more than two years, with the production and sales exceeding 1 million units, and exported to countries such as Japan and South Korea, which easily do not import home appliances, causing a huge sensation in the world home appliance market. \ xd \ xd \ commercialization of achievements, innovative development of new technologies and new products will eventually return to the market through commercialization. The most important thing of technological innovation is to have market effect, which is an important criterion to test the success of technological innovation. In 1998, Haier Group had 262 new products and technologies, and 236 achievements were commercialized, with a commercialization rate of 9%. \ xd \ xd \ The goal of internationalization is to require the technological innovation achievements of enterprises to reach the international advanced level in their respective technical fields. Technological innovation must not be done behind closed doors, but must be based on a high starting point, "standing on the shoulders of giants" and using the latest scientific and technological means to ensure the vitality and competitiveness of technological innovation achievements. At present, Haier has entered the key technical fields that affect the development of the group and the industry, and has carried out advanced research in many aspects, mainly CFC substitution, energy saving, mute, digitalization, information, bioengineering and polymer materials. Haier has now formed a strong technical reserve capacity, with 68 technical reserve projects. \xd\\xd\ (III) Strive for an international famous brand \ xd \ xd \ Since 1998, Haier Group has fully implemented the internationalization strategy and created an international Haier. The essence of Haier's idea of "no famous brand within the country" is to compete in the international market after gaining a solid position in the domestic market and gradually establish its own good image in the international market. Striving for an international Haier is the strategic goal of Haier Group's future development, which is the need of Haier's own development to a certain stage and the inevitable requirement of the trend of economic globalization. \ xd \ \ xd \ 1. Open the international market after the difficult. Haier adopts the export strategy of "difficult before easy", that is, it first enters the developed countries to establish credibility and create a brand, and then occupies the market of developing countries with a strategic position. \ xd \ xd \ Developed countries in Europe and America have higher requirements for household appliances, and many countries have stricter safety certificates. For example, UL certification in the United States, CSA certification in Canada, CE certification in Europe, etc., if you want to export to these countries, you must pass the above certification. Now Haier products have passed the international certification of 48 countries in 15 categories of UL, CSA, SAA, VDE, CE and SASO. Haier products have successively entered the markets of the United States, Germany and other western developed countries. At present, several key enterprises such as Haier refrigerators, freezers, air conditioners and washing machines have passed the highest certification in international quality assurance system-ISO 91 certification and the highest certification in international environmental protection system-ISO 141 certification, which has promoted Haier's export. \ xd \ xd \ Haier's export volume has doubled year by year, establishing the reputation of the international market with the high quality of Haier's products, and insisting on the strategic adjustment of diversification in the development of the international market, which has opened up a good situation in the international market. At present, our products have been exported to 87 countries and regions including Europe, America, Japan, Middle East, Southeast Asia and Africa. In 1998, the export volume of Haier's four leading products, such as refrigerators, freezers, air conditioners and washing machines, increased by 21%, 144%, 183% and 134% respectively. The foreign exchange earned by export reached 76.65 million US dollars, an increase of 36% over the same period in 1997. \ xd \ \ xd \ 2. Build an overseas franchise network to achieve global market competition. Global marketing network is the key to ensure that products are exported to the international market in large quantities and participate in global market competition. Establishing a global marketing network is the strategic goal of Haier marketing. \ xd \ xd \ At present, Haier has developed 49 dealers outside Haier, with a sales network of more than 3,, and established "international logistics centers" in the Middle East and Germany respectively. \ xd \ xd \ After years of efforts, the distribution of overseas markets for Haier products has become increasingly reasonable, accounting for 6% in Europe and America and 16% in East Asia, showing the characteristics of market diversification and effectively avoiding the risks brought by the financial crisis in Southeast Asia. Of the refrigerators under 184 liters sold in the United States, 2% are from China Haier; Haier brand refrigerator produced by Haier in LKG, Philippines, broke the monopoly of refrigerator market in the Philippines by Japanese and American products. In SM, a large chain supermarket in the Philippines, Haier refrigerator is sold on demand and welcomed by local consumers. \ xd \ \ xd \ 3. "Three thirds". Haier's internationalization strategy, which is oriented to creating international famous brands, is accelerating its implementation and progress through the goal of taking the international market as one third of the development space. \ xd \ xd \ "three thirds", that is, the development plan of the global market. One third of Haier's products are produced and sold domestically; 1 domestic production and foreign sales; One third of them are produced abroad and sold abroad. \ xd \ xd \ Establishing factories, producing and selling abroad is an important step for Haier to create an international famous brand and build itself into an international Haier. After the first two steps of domestic production, domestic sales and domestic production and foreign sales were successfully taken, Haier also made progress in building factories, production and sales abroad. Haier has successively exported technology and set up factories in the Philippines, Indonesia, Turkey and Yugoslavia, and its products have achieved local production and local sales. On April, 1999, Haier established a large-scale home appliance production base in South Carolina, USA, forming a one-stop system of planning, production and sales of Haier products in the United States, fully entering the international market and realizing global competition. Haier strives to establish the international image of Haier brand through quality and after-sales service in sales. In Europe, America and Southeast Asia, Haier's billboard giant light box advertisement stands shoulder to shoulder with the world famous brand household appliances; Haier blue and Haier logo customer service vehicles also form a unique landscape in the local area. In addition, Haier has established a global telephone service system, so that Haier users can enjoy Haier's star service no matter where they are in the world. \ xd \ xd \ 4. Internationalized information and technology development network. Haier must compete with famous brands in Europe, America, Japan and other countries in the international market if it wants to create international famous brands and build an international Haier. The international information and technology development network is the guarantee for Haier's products to win. Haier Group accelerates international development with high investment.