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Haier group is the world's leading provider of complete sets of household appliances solutions and virtual and real integration channels.
Company 1984 was established in Qingdao. Since its establishment, Haier has adhered to the innovation system centered on users' needs to drive the sustained and healthy development of enterprises, and has developed from a small collective factory that is insolvent and on the verge of bankruptcy to one of the largest home appliance manufacturers in the world. 20 1 1 year, Haier Group's global turnover is150.9 billion yuan, and it has more than 80,000 employees in 17 countries around the world, and Haier's users are all over 100 countries and regions.
In the field of white goods, Haier is the first brand of white goods in the world. Haier Group holds a number of brands closely related to consumers' lives. Among them, according to brand statistics, Haier has become the world's number one home appliance brand for three consecutive years (source: Euromonitor International). In the Internet era, Haier has built an open independent innovation system to support brand and market expansion. By the end of 20 1 1, 8350 technical patents 123 18 or authorized patents had been applied. A total of 77 proposals for international standards have been submitted, of which 27 have been published and implemented. It is the home appliance enterprise that has applied for patents and submitted the most international standards in China. In the global field of white goods, Haier is growing into an industry leader and rulemaker.
In the field of distribution channels, Haier has built a competitive advantage of virtual and real network integration driven by the whole process user experience. Haier's real network, namely marketing network, logistics network and service network, covers most urban communities and rural markets in China. Haier has built more than 7,600 county-level specialty stores, 26,000 township specialty stores and 6,543.8+0.9 million village-level liaison stations throughout the country, which can ensure that farmers know that home appliances go to the countryside and buy products in rural areas without leaving their villages. Haier has established more than 90 logistics distribution centers and more than 2,000 secondary distribution stations throughout the country, which can guarantee 24-hour delivery to county towns and 48-hour delivery to towns, realizing the integration of on-demand distribution and distribution. Haier has more than 17000 service providers in China, including more than 3000 primary and secondary market service providers, more than 4000 tertiary market service providers, and more than 10000 tertiary market township service stations, which can guarantee on-call service and provide users with a set of exquisite services that can be delivered on time. The advantage of the integration of Haier's virtual and real network ensures the zero distance between enterprises and users, which not only effectively supports the marketing of Haier products, but also becomes the preferred channel for international home appliance brands in China market.
Haier is committed to becoming an enterprise of the times, and carries out strategic innovation and management model innovation in time to adapt to the changes and development of the times. Brand strategy, diversification strategy, internationalization strategy and global brand strategy have been implemented successively, and Haier's management mode has also developed from Nissin management method, OEC management mode and market chain management to a win-win management mode for one person.