Haier Group is a state super-large enterprise developed from Qingdao Refrigerator General Factory which was established in 1984 by introducing German Liebherr refrigerator production technology. Under the guidance of "brand-name strategy" thought proposed by President Zhang Ruimin, Haier Group has made a collective small factory with a deficit of 1.47 million yuan quickly grow into the first-name brand of Chinese home appliances through technical development, meticulous management, capital operation, mergers and holdings and internationalization. In its initial stage of entrepreneurship, it only had one product and less than 800 employees for the whole factory. Now Haier owns more than 8600 specification varieties in 42 major categories of name-brand products and more than 20 thousand employees. Haier started from introducing refrigerator technology. Now relying on mature technology and strong strength, it has set up factories in Southeast Asia, Europe and other places and realized the historic breakthrough of exporting complete sets of home appliance technology to developed European countries.
The development of Haier Group can be summarized as three stages:
Brand-name Strategy Stage (1984-1991): It spent seven years implementing brand-name strategy and establishing a total quality management system through concentrating on doing refrigerators.
Diversification Strategic Development Stage (1992-1998): It spent seven years successfully implementing diversified expansion through extending enterprise culture and the concept of "the east brightened and then the west".
Internationalization Strategy Stage (1998-): It is an internationalization strategy oriented by creating international brands and is accelerating implementation and progress through the strategy of three thirds using the international market as the development space.
At present, Haier has developed 62 distributors overseas and more than 30000 marketing points. The development goal of Haier is to enter the world top 500 at the beginning of this century and create China's world-famous brand.
In 1997, American Appliance magazine announced the world's fastest-growing home appliance enterprises, and Haier surpassed world famous brands such as GE and Siemens and ranked first.
On March 25, 1998, invited by Haier Group President Zhang Ruimin, he gave a lecture at Harvard University. The case of "Haier Culture Activates Shock Fish" was officially written into Harvard University textbooks, marking that Haier truly went to the world.
On November 30, 1998, the UK Financial Times reported that in the evaluation of companies with the best reputation in the Asia-Pacific region, Haier ranked seventh and was the only Chinese enterprise entering the top ten.
In 1999, American Fortune magazine made a large-scale report on the performance achieved by Haier Group under the title of "The Power of China Haier".
In the '99 Fortune Forum Shanghai Annual Meeting, Haier Group President Zhang Ruimin will attend the meeting as the only Chinese home appliance entrepreneur and deliver a speech.
On December 7, 1999, the UK Financial Times announced the ranking of "Top 30 Most Respected Entrepreneurs in the World", and Haier President Zhang Ruimin ranked 26th, which was the highest honor obtained by Chinese entrepreneurs worldwide.
To accelerate the pace of enterprises entering the world top 500, Haier's "three parks and one school" was completed. The three parks are the Haier Development Zone Industrial Park, Haier Information Park, and the US Haier Park. The one school is the headquarters of Haier University.
On June 25, 1999, General Secretary Jiang Zemin inspected Haier. When he heard President Zhang Ruimin's report that Haier's goal was to enter the world top 500, he happily said: "I think it's completely feasible!"
This article comes from 88fa Franchise Network http://www.88fa.org/, original address: http://www.88fa.org/post/42.html