1. Insisting on high starting point in technology and quality, Qingdao Refrigerator Factory established in 1984 was the last batch of refrigerator manufacturers designated by the Ministry of Light Industry, and at that time, there were more than 100 brands of domestic refrigerators in the market, and the competition was very fierce, but there was no "famous brand" refrigerator. Therefore, when Haier first started to produce refrigerators, it put forward the slogan of "famous brand strategy". The core of the "famous brand strategy" is the high quality of the product.
In 1985, Haier introduced advanced technology from Germany to produce the first generation of four-star refrigerators in China and even in Asia, taking a step ahead of the domestic market to form the advantage of reliable quality and advanced technology. Soon Haier won the trust of the majority of consumers with high-tech, high-quality products.
2. Strengthen the quality consciousness of all staff, strengthen product quality management. To create a brand-name refrigerator, we must start from the quality. Haier believes that: people are the most critical factors in the quality, first-class products are first-class people out of the quality is essentially the embodiment of the overall quality of the staff to grasp the quality should be the first from the people to start.
In 1985, Group President Zhang Ruimin resolutely decided that 76 refrigerators with certain quality problems should be smashed with a sledgehammer by the responsible person himself. This incident caused a great shock among the workers, and the quality consciousness of the workers has been qualitatively improved since then.
3. Adhere to technical progress without stopping. Haier in the process of development pay much attention to technological development, constantly deny themselves, speed up the pace of renewal, and always maintain the development of technology, quality and innovation, to ensure the technological leadership in the market. We have reached the highest international level in the development of fluorine-free energy-saving refrigerators, and our achievements have represented China and Asia to participate in the "World Earth Day" in the United States, the "International Symposium on Freon and Halon Replacement" in Vienna, and the "International Symposium on Fluorine-Free Results" in New Delhi, India. The "International Symposium on Fluorine-Free Achievements" and other international academic exchanges caused a sensation in the world, and was praised by the world's environmental protection organizations as "one more Haier in the world, one more security for the earth".
(2) From a single refrigerator brand to the diversified Haier brand
In 1992, China's economy entered a new period of development, Haier seized the opportunity to merge Qingdao Refrigerator Factory, Qingdao Air Conditioner Factory and Qingdao Red Star Electrical Appliance Company Limited and other 18 enterprises, and invested in the construction of Haier Park to start the second venture, and Haier's products are now involved in refrigerators, freezers, air conditioners, washing machines and color TVs, computers, computers, and other products, such as washing machines and color TVs, washing machines and color TVs, Now Haier products involve refrigerators, freezers, air-conditioners, washing machines and color TVs, computers, cell phones and other fields, forming a diversified product group with 46 series and more than 8600 varieties and specifications.
Haier, in the process of its second venture and diversified development, develops its famous brand by basing itself on the market, consolidates its famous brand by strengthening its management, extends its famous brand by combining its fleet, and establishes the status of Haier's brand through continuous technological innovation.
1. Based on the market, the development of famous brand. Based on the law of the market, in front of the contradiction between quality and quantity, Haier always ensures the quality and management of products first, and then expands the production and scale to win by quality and by famous brand.
New product development to market demand as the coordinates of new products from design, trial production to production process are in accordance with the requirements of the brand-name product management, so as to ensure that each generation of new products into the market can become a new weapon to capture the market. Whenever a new product comes out, we will keep searching for its shortcomings, understand the market demand and user's psychology, so as to design new products and open up new areas of consumer demand.
Haier always adheres to the idea of "user first". Haier believes that the brand name depends on the user and market recognition, the brand name is more dependent on excellent service to create and maintain. Therefore, Haier regards after-sales service as an important link and the first area for creating, publicizing, maintaining and developing the famous brand. in June 1996, Haier Group was awarded the "Five-Star Diamond Award" issued by the American Society for Quality Service Science, which is the first enterprise in the Asian home appliance industry to be awarded the honor.
2. Strengthen management and consolidate famous brand. Haier in the pursuit of first-class products at the same time, attaches great importance to the pursuit of first-class management, quality as the center of strict governance, spend a lot of effort to strengthen the quality of the main line of scientific management system. In the introduction of advanced work equipment at the same time, the full introduction of advanced management tools and management standards, and actively implement the quality veto system, the quality of all the faults vetoed in the production process.
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 the brand-name products are under advanced all-round optimized management.
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 in line with the characteristics of the enterprise - the day-clean, day-high management method, i.e., OEC management, which has formed a benign operation mechanism within the enterprise and created a high-quality workforce. Over the years, Haier has always put management in the first place, and continue to innovate, combined with the actual creation of a number of very distinctive management methods, deepening the OEC management, enriching the connotation of OEC management.
3. Joint fleet, extend the famous brand. In the market competition, there is a famous brand, but there is no scale, the brand can not be developed and maintained; there is a scale but no brand, the scale is also impossible to realize. To this end, Haier proposed a "joint fleet" management model, that is, the Haier Group's model should not be a train, but should be a joint fleet, each ship has its own strong combat power, but also can be a joint operation, the whole is greater than the sum of parts. In this way, a brand-name product can be developed into a brand-name group, extending the scope of the brand name.
Now, Haier's products have formed 42 series of inverter series, antibacterial series, health series, environmental protection series, intelligent series of home appliances, more than 8600 varieties of specifications of the famous brand product group. Haier products as a whole to form an advantage, and each series has a different point of innovation, respectively, in technology, concept, demand, appearance design and other aspects of unique characteristics.
4. Technological innovation, establish brand status. Technological innovation is an important way for enterprises to participate in market competition and win competitive advantages, and the ability of technological innovation is the basic condition for enterprises to grasp the initiative in the market and then become the industry leader and market leader. Through technological innovation, Haier has successfully established the position of Haier brand in the domestic market. Technological innovation has become the basis for sustainable, stable and high-speed development of the enterprise.
Haier follows three principles in technological innovation: "marketization of topics", "commercialization of results", and "internationalization of goals".
Haier believes that the market is the starting point and destination of all enterprises' work, so the subject of technological innovation should come from the market and serve the market. Haier in determining the subject, firmly grasp from the market, from the consumer's dissatisfaction, regret, hope, the principle of starting point, the formation of the "subject from the problem" situation. For example, in order to solve the problem of consumers and the development of a small child prodigy, in more than two years "breeding" nine generations, production and sales exceeded 1 million units, and exported to Japan, South Korea and other countries that do not easily imported home appliances, home appliances in the world market caused a huge sensation.
Results of commercialization, innovation and development of new technologies, new products, and ultimately to return to the market through commercialization. Technological innovation is the most important thing is to have a market effect, which is an important standard to test the success of technological innovation work. Haier Group in 1998 with new products, new technologies, 262, 236 results of commercialization, commercialization rate of 90%.
The internationalization of the target is to require the enterprise's technological innovation achievements to reach the international advanced level in the technical field to which it belongs. Technological innovation work can never be done behind closed doors, must be based on a high starting point, "standing on the shoulders of giants", the use of the latest scientific and technological means to ensure the vitality and competitiveness of the results of technological innovation. At present, Haier has entered the key technological fields affecting the development of the Group and the industry, and has carried out a variety of forward-looking research focusing on CFC substitution, energy saving, silencing, digitization, information, bio-engineering, polymer materials, etc. Haier has now formed a strong technical team, and has been able to develop its own technology. Haier has now formed a strong technical reserve capacity, technical reserve projects reached 68.
(C) Strive for international famous brand
Since 1998, Haier Group has fully implemented the internationalization strategy to create an international Haier. Haier puts forward the idea of "no famous brand within the country", the essence of which is that after gaining a solid position in the domestic market, Haier Group should compete in the international market and gradually establish its own good image of character in the international market. To create 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, but also the trend of economic globalization on the inevitable requirements of Haier.
1. First difficult, then easy, open the international market. Haier adopts the "difficult before easy" export strategy, that is, first enter the developed countries to establish credibility, create a brand, and then occupy the market of developing countries at a high level.
Europe and the United States developed countries for home appliances require higher standards, and many countries have more stringent safety certificates. Such as the U.S. UL certification, Canada's CSA certification, European **** body CE certification, etc., to export to these countries must pass the above certification. Now Haier products have passed UL, CSA, SAA, VDE, CE, SASO 15 kinds of international certification in 48 countries. Haier products have successively entered the markets of western developed countries such as the United States and Germany. At present, Haier refrigerators, freezers, air-conditioners, washing machines and other key enterprises have passed the ISO9001 certification, the highest international quality assurance system certification and ISO14001 certification, which has promoted the development of Haier's products into the world's most advanced products.
The Haier refrigerator, air conditioner, washing machine and several other key enterprises have passed the ISO9001 certification, the highest international certification in quality assurance system, and the ISO14001 certification, the highest international certification in environmental protection system, which has promoted Haier's foreign exports.
Haier's export volume doubled year by year, with the high quality of Haier products to establish the credibility of the international market, and adhere to the development of the international market layout of the diversified strategic adjustments, and favorably open up the international market in a good situation. At present, Haier products have been exported to 87 countries and regions, including Europe, America, Japan, the Middle East, Southeast Asia, Africa, etc. In 1998, Haier refrigerators, freezers, air-conditioners, washing machines and other four leading products, the export volume increased by 21% year-on-year, 144%, 183%, 134%. The annual export earnings amounted to 76.65 million U.S. dollars, compared with the same period in 1997, an increase of 36%.
2. Construct overseas franchise network to realize global market competition. A globalized marketing network is the key to ensure that products are exported to international markets in large quantities and participate in global market competition. The establishment of a globalized marketing network is the strategic goal of Haier's marketing.
At present, Haier has developed 49 dealers outside of Haier, with a sales network of more than 3,000, and established "international logistics centers" in the Middle East and Germany respectively.
After years of efforts, Haier products exported to overseas markets is increasingly reasonable layout, Europe and the United States accounted for 60%, East Asia accounted for 16%, showing the characteristics of market diversification, and effectively avoid the risk of the financial crisis in Southeast Asia. In the United States sales of 184 liters of refrigerators, 20% from China Haier; Haier in the Philippines, LKG public cooperation in the production of Haier brand refrigerators to break the Philippine refrigerator market monopoly by Japan, the United States and other products, in the Philippines, the big chain stores supermarket SM, Haier refrigerators with the sale of the local consumers welcome.
3. "Three Thirds". Haier's internationalization strategy oriented to create an international brand, through the international market as the development of space for the "three one-third" of the goal is to accelerate the implementation and progress.
"Three thirds", that is, the global market development plan. Haier products 1/3 domestic production and domestic sales; 1/3 domestic production and foreign sales; 1/3 foreign production and foreign sales.
Building factories, production and sales abroad is a non-important step for Haier to create an international brand and build itself into an internationalized Haier. After the success of the first two steps of domestic production for domestic sales and domestic production for foreign sales, Haier has also taken a step forward in building factories, production and sales abroad. Haier has exported technology and set up factories and production in the Philippines, Indonesia, Turkey and Yugoslavia, etc., and the products have realized local production and local sales. April 1999, Haier in the United States in South Carolina to establish a large-scale wholly-owned home appliance production base, the formation of Haier products in the United States of counting, production, sales of a one-stop system, a full-scale entry into the international market, to achieve 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 ads with the world's leading home appliances stand shoulder to shoulder; Haier blue and Haier logo of the user service car is also a unique landscape in the local terrain. In addition, Haier has established a global telephone service system, so that Haier users wherever they are in the world, can enjoy Haier's star service.
4. Internationalized information and technology development network. Haier want to create an internationally renowned brand, built international Haier, is bound to compete in the international market with Europe and the United States, Japan and other countries of the well-known brands, international information, technology development network is the Haier products to win the guarantee. Haier Group has accelerated the process of internationalization with high investment, and strive to achieve full internationalization.
The international information network consists of the internal mechanism of "following the international advanced technology product analysis and evaluation" and the external network of 10 information centers established in Seoul, Tokyo, Lyon, Los Angeles, Montreal, Amsterdam, Silicon Valley, Sydney, Taiwan, Hong Kong and so on. Through internal and external unification, we obtain and utilize the latest information to carry out technological innovation work and realize meeting the ever-changing needs of domestic and overseas markets.
The internationalized technology network consists of the foreign strategic alliance system with the industrial design system and the extensive domestic industry-academia-research consortiums to realize the personalization of Haier products in terms of technology and products, which are suitable for every corner of the world and every segment of the market. The foreign strategic alliance work system to center around the enterprise development strategy and international advanced enterprises to carry out comprehensive cooperation. Further cooperation with Italian Meloni Company has enabled Haier Group to consolidate its leading position in washing machine technology at home. In addition, it has also established technical alliance relationships with Germany's Metz, Holland's Philips, and Japan's Panasonic in the areas of all-media technology, digital technology, inverter technology, etc., respectively, to form Haier's strengths in high-tech; the industrial design system has conducted research on topics such as the development of PI proposals for Haier's products, the personalized design of products, and the human-machine interface for home appliances, etc., which has helped Haier to develop its products. The industrial design system conducts research on PI proposal development, product personalization design, and human-machine interface of home appliances for Haier products.
Haier has a wide range of industry-university-research consortiums in China. Haier Group Holdings operates the National Engineering Research Center for Engineering Plastics, a national scientific research institution; Haier established Haier Guangke Digital Technology Co., Ltd. as a joint venture with the Institute of Broadcasting Science and Technology of the State Administration of Radio, Film and Television in the form of a holding company; and Haier formed a joint venture with the Beijing University of Aeronautics and Astronautics and the U.S.-based C-MOLD to form Beihang Haier Software Co.
Haier has set up 48 joint research centers with domestic and foreign companies, research institutions and universities. Haier has also established 5 post-doctoral workstations with Fudan University, Shanghai Jiaotong University, and Zhejiang University to carry out doctoral research in chemistry and materials, digital technology, software technology, bioengineering, and overseas local design. Through extensive industry-university-research alliance, it effectively accelerates the combination of science and technology with economy, improves the technological innovation ability of enterprises and enhances market competitiveness.
Haier's internationalization strategy is a need for its own development and an inevitable result of the trend of economic globalization. As Haier insists on creating international famous brand and establishing international reputation, it has gradually established its good brand image in the international market. on November 30, 1998, Haier became the only Chinese enterprise among the top ten enterprises in the Asia-Pacific region in the evaluation of the most creditworthy companies in the Asia-Pacific region conducted by the Financial Times of the United Kingdom. At the same time, the authoritative U.S. "Home Appliance" magazine announced the fastest-growing home appliance companies around the world, Haier ranked before the U.S., Japan and other home appliance brands, topped the list.
Haier will further push forward the internationalization strategy of the enterprise, and strive to achieve the grand goal of entering the world's top 500 companies as soon as possible.
Since 1991, Haier has been implementing the asset expansion strategy, has merged the former Qingdao Air Conditioner Factory, Freezer Factory, Wuhan Xidao, Red Star Appliance Company and other more than 10 large and medium-sized enterprises, revitalization of stock assets amounted to as much as 1.5 billion yuan, the group's assets have been swollen from tens of millions of yuan 10 years ago to 3.9 billion yuan, becoming China's first home appliance mega-corporation.
On March 13, 1997, Haier Group built Shunde Haier Electric Appliances Co. in a joint venture with Guangdong Aide Group Company by way of holding investment. In September 1997, Haier and a large enterprise group with assets of nearly 1.7 billion Westlake Electronics *** with the capital, in Hangzhou Economic and Technological Development Zone to form the Hangzhou Haier Electrical Appliances Company Limited, cooperation in the development and production of large-screen digital TV.
At the end of 1997, Haier merged Anhui Huangshan Electronics Co., Ltd. and took control of Guizhou Refrigerator Factory and Qingdao Third Pharmaceutical Factory. So far, Haier 13 years of mergers and acquisitions of domestic enterprises 16, consisting of the largest domestic home appliance industry, a "joint fleet".