【Background Information】 Haier Group is headquartered in China. As the world's fourth largest manufacturer and China's most valuable brand, Haier Group owns more than 240 legal entities and has established localized design centers, manufacturing bases, and trading companies in over 30 countries worldwide, with a workforce exceeding 50,000 people. Focusing on four pillar industries, Haier has grown into a multinational enterprise group with an annual turnover exceeding 100 billion yuan.
Under the guidance of its CEO’s brand-name strategy, Haier successively implemented its brand-name strategy, diversification strategy, and internationalization strategy. By the end of 2005, Haier entered its fourth strategic phase —— the globalization brand strategy stage, significantly enhancing the global reputation of the Haier brand. The Haier brand became one of the first China Famous Trademarks; in , the Haier brand was valued at 74.9 billion yuan, ranking first for four consecutive years since 2002 as China's most valuable brand. Among Haier's product categories, including refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration systems, etc., 18 products have been recognized as Chinese famous brands. Specifically, Haier refrigerators and washing machines were rated by the National Quality Supervision Bureau as the first batch of world-class Chinese brands. On August 30, 2005, Haier was ranked as the top "Chinese Top Ten World-Class Brands" by the British magazine . In 2006, Haier Group was ranked first for the fourth consecutive year in the "Comprehensive Ranking of Mainland China Enterprises" organized by the selection of the "Asia's Top 200 Enterprises." Haier has now joined the ranks of world-class brands, with its influence rapidly expanding alongside its global market expansion.
【Market Position】
According to statistics from China's most authoritative market consulting firm, Chonyi Kang: In 2006, Haier's overall share in the Chinese home appliance market reached 25.5%, maintaining its leading position. Haier continues to dominate the white goods market with a significant lead, while also performing steadily in the small appliances market, holding a 16% market share and retaining its championship in this category. Haier maintains a leading edge in technology areas such as smart home integration, networked appliances, digitalization, large-scale integrated circuits, and new materials. The innovation-driven Haier Group is committed to providing solutions that meet consumer needs globally, achieving a win-win relationship between the company and its users. To date, Haier has filed over 7,000 patent applications (including 1,234 invention patents). Based on this foundation, Haier has led or participated in the formulation and revision of 115 national standards, setting 397 industry and other standards. Haier's "anti-electric wall" technology has officially become the new national standard for electric water heaters, while Haier air conditioning leads in establishing the "installation specification for household and similar use air conditioners." Internationally, six technologies from Haier, including the "anti-electric wall" technology in water heaters and dual-power technology in washing machines, have been incorporated into IEC international standard proposals, demonstrating Haier's innovation capabilities reaching world-class levels.
【Management Model】
In innovative practice, Haier's exploration and implementation of the "OEC" management model, "market chain" management, and "people-order unification" development model have attracted significant attention from the international management community. Currently, prestigious business schools such as Harvard University in the United States, the University of Southern California, IMD International Management College in Switzerland, the European Institute of Management in France, and Kobe University in Japan are conducting case studies on these models. Haier's "market chain" management has been included in the EU case library. Haier's "people-order unification" development model provides innovative thinking to solve global commercial inventory and overdue receivables issues, earning it recognition as a management model that "accurately grasps the pulse of global commerce."
Facing new global competitive conditions, Haier has established a global brand strategy, initiating the corporate spirit of "creating resources, gaining global reputation" and the work style of "people-order unification, decisive and swift victories," challenging itself and striving for tomorrow, continuously innovating to create a world-famous brand owned by the Chinese.
[Symbol Meaning]
Haier's new logo consists of both Chinese and English elements. Compared to the original logo, the new design retains the brand culture developed over Haier's 20-year history while emphasizing a sense of modernity. The English logo features simpler strokes, totaling nine lines, with the "a" having one less curve, symbolizing that Haier employees do not look back once they set their goals; the "r" has one less branch, indicating their unwavering determination to move upward and forward. The core design concept of the new English Haier logo is speed, reflecting the need for faster organizational and individual speeds in the information age. The style of the English logo is simple, vibrant, and upward-looking. The simplified overall structure of the new English logo indicates a flatter organizational structure within Haier, where each person is more energetic and reacts faster to global markets.
The new Chinese Haier logo uses traditional calligraphy fonts, with its core design concept focusing on dynamism and balance, and its style characterized by stability amidst change. Each stroke of the two calligraphic characters "Haier" exudes vitality, creating a strong visual impression of flying motion, full of energy. This represents Haier's commitment to breaking conventions and innovating courageously to achieve its goal of becoming a world-renowned brand. According to Sun Tzu's Art of War, "the ability to adapt to changes in the enemy and thereby secure victory is called divine." In the information age, the global market changes very quickly, and whoever can adapt to these changes first will succeed. Haier balances innovation with maintaining relative stability. Therefore, in the two characters "Haier," there is a stroke that serves to maintain balance within the entire font: the horizontal line in "hai" and the vertical line in "er." This ensures that the font remains balanced even in motion, symbolizing steady development through change.
[Haier Philosophy]
1. Existence arises from non-existence - Haier's cultural perspective
2. Haier Corporate Culture Interpretation of Haier's corporate spirit and work style
Everyone is talent, selecting horses rather than just looking at them - Haier's talent perspective
3. Everyone is talent Selecting horses rather than just looking at them Combining authorization with supervision People-talent-wealth Today's talent may not be tomorrow's talent TVM: Haier's "Total Value-added Management"
4. Strategy before profit - Haier's strategic perspective
Four stages of development strategy innovation Eating "shocked fish" Three-direction transfer Brightening the East before the West Having the market before building the factory
5. Haier Model: People-Order Unification
What is people-order unification? People-order unification vs. T mode Promotion of T mode 4T of T mode
6. A company is like a ball on an incline - Haier's daily clearing and daily improvement OEC management method
OEC management method Slope ball theory What is not simple? What is not easy? Daily tasks completed, daily improvements made 6S management Three basic principles Nine control elements: 5W3H1S
7. Markets are everywhere, everyone has a market - Haier's market chain
Market chain Three stages of market chain process reengineering Five dos and five don'ts of market chain process reengineering Three main principles of market chain process reengineering SST mechanism Breaking down internal and external walls of enterprises Zero inventory, zero distance, zero operating capital Doing the right thing and doing things correctly Speed, Innovation, SBU
8. Brand is the sail, user is the teacher - Haier's brand marketing
Excellent products come from excellent people The story of smashing the refrigerator There are no famous brands behind closed doors Fight value wars, not price wars
9. The soil for a company's survival is the user - Haier's service perspective
Sell credibility before selling products Float boat method There is only off-season thinking, no off-season market The only constant in the market is change Create emotional resonance Users are always right Market problems are our innovation topics Staring at the market to create a good reputation Never say "no" to the market The complaints of users are the best gifts Your satisfaction is our work standard Internal "one vote all the way", external "one-stop service" Core competitiveness is the extraordinary ability to acquire customer and user resources Smile because I am Haier
10. Go out, go in, go up - Internationalized Haier
First difficult then easy No internal stability, no external strength Three thirds Triple integration Three fusions one creation Three internationalizations Five globalizations Co-opetition Go out, go in, go up
11. The essence of management lies not in "knowing" but in "doing"
Haier's management approach Always cautious, always walking on thin ice Three-step problem-solving method Management is about leveraging power 80/20 principle 10/10 principle Haier aphorisms
12. Sincerity lasts forever - Haier's image
Corporate image language Product image language Standard Chinese and English fonts of Haier Haier flag Haier mascot Haier market chain synchronous process model
[Haier in the U.S.]
On April 30, 1999, Haier established Haier Industrial Park in South Carolina, USA. The park covers 700 acres with an annual production capacity of 500,000 units. In 2000, it officially started producing home appliances and gradually opened up the market through high quality and personalized design. This marked the establishment of the first overseas "triple localization" Haier, with the design center in Los Angeles, the marketing center in New York, and the production center in South Carolina.
On March 5, 2002, Haier purchased the Greenwich Bank Tower in Midtown Manhattan, New York, as its North American headquarters. For Haier, this was a qualitative leap, representing its commitment to the U.S. market, meaning that Haier intended to take root in the U.S.
Haier enjoys a good reputation in the U.S. market, expanding its market share while leaving a good impression on American consumers. Design fully meets the personalized needs of consumers, and the product line has evolved from a single small refrigerator and mini cold cabinet to a vast range of products competing with mainstream brands. In 2003, Haier won the "Golden Hammer" award for the best product design in the U.S. On July 1, 2004, Target chain stores in the U.S. collaborated with Haier to set an astonishing record of selling 7,000 air conditioners in 7 hours in New York. This rare sales phenomenon caught the attention of the well-known U.S. home appliance retail weekly magazine HFN, which devoted an entire page to extensively cover this promotional event on July 5.
Currently, Haier products have smoothly entered the top ten U.S. chain groups and received honors such as "Best Supplier" and "Exempt Inspection Supplier Qualification."
Haier's social contributions in the U.S. have been recognized and praised locally. To commend Haier's investment in South Carolina and its contribution to local development, Kershaw County Government, where Camden City is located, awarded Haier the "Community Contribution Award" in 2001; in 2002, the South Carolina State Government granted Haier's U.S. factory the "Job Creation Award." Furthermore, to support the better and faster development of the South Carolina factory, the South Carolina State Government provided Haier's U.S. factory with preferential wage tax return treatment, which was considered by the government as a model of trade driving investment. The city government named a major road "Haier Avenue" free of charge, making it the first road in the U.S. named after a Chinese company. Mr. Liu Biwei, the Chinese Consul General in New York, visited Haier's U.S. headquarters - "I hope more Chinese companies buy office buildings in New York!"
March 11, Mr. Liu Biwei, the Chinese Consul General, and his wife were invited by Mr. Mike, President of Haier America, to visit the Haier American headquarters and greet the Haier employees. Mr. Liu and the Business Counselor of the Consulate, Mr. Yuan Zhanling, accompanied him. Mr. Mike accompanied Mr. Liu and his team on a tour of the headquarters building and introduced the operation of Haier America. Mr. Liu expressed condolences to the Chinese and American employees of Haier on behalf of the consulate. He said that Haier is not only well-known in China but also internationally renowned. He had long heard that the Haier American headquarters was beautiful, and today's visit proved it! As a Chinese person and as a representative of the Chinese government, he felt happy and proud that a Chinese company could own such a building on Broadway in New York, where land is so expensive. He hopes that more Chinese companies will enter the U.S. market in the future. He also stated that the responsibility of Chinese diplomatic institutions is to serve economic construction. The consulate is willing to provide full assistance to Chinese companies, including Haier, in their development overseas. Finally, Mr. Liu wished Haier continued success and progress in the U.S. market.
[Haier in Europe] From February 28 to March 3, the International Heating, Ventilation, Air Conditioning, Sanitary Ware, and Bathroom Equipment Exhibition was held at the new international exhibition center in Milan, Italy. The Italian Milan Bath Expo is one of the largest professional exhibitions in the world for heating, ventilation, sanitary ware equipment, and pump valve products. The "Smart Wind" series of air conditioners launched by Haier received enthusiastic responses from young consumers attending the fair.
It is the birthplace of the world's home appliance industry, with many world-class home appliance brands. Haier's refrigerator technology originated from Germany. Since 1990, when Haier first exported 20,000 refrigerators to Germany, Haier sounded the clarion call to advance into the European home appliance market.
On June 19, 2001, Haier Group acquired the Italian Meneghetti refrigerator factory. With Haier's design centers in Lyon, France, and Amsterdam, Netherlands, and its marketing center in Milan, Italy, Haier truly achieved "triple localization" operations in Europe. Not only does Haier have a white goods production base in Europe, but it also has the ability to participate in local manufacturers' organizations and obtain information, laying a solid foundation for realizing "three fusions and one creation" in Europe (i.e., financing, intelligence fusion, cultural fusion, and creating a world-famous brand).
From March 7 to 9, 2001, the biennial Cologne International Home Appliance Fair opened again. Haier was one of the exhibitors with the largest booth area (1,000 square meters) at this fair and launched 159 new products in 58 categories to meet European market demands, especially the first appearance in the European market of 28 varieties in 10 categories of space series network home appliances, attracting the attention of many exhibitors.
Haier established its brand through high-quality products, personalized designs, and speed advantages.
In 2002, six Haier refrigerator products were the first to reach the European A+ energy consumption standard. In Germany, the Netherlands, Belgium, and Luxembourg, consumers receive a 100-euro reward from the government for every A+ energy consumption standard Haier refrigerator they purchase, significantly enhancing Haier's brand competitiveness, with sales increasing 15 times in three years. In 2003, at the "British Hotel Restaurant Supplies and Daily Consumer Goods Exhibition" in London, Haier's Mike cold cabinets and personalized wine cabinets attracted many customers.
In January 2005, in the UK, Haier refrigerators were rated as the best-selling product by Ethical Consumer magazine; in Germany, after multiple rounds of competition, Haier drum washing machines ultimately defeated numerous famous international brands, winning bulk orders from the governments of Cologne and Aachen. In Russia, Haier's 42-inch plasma products successfully bid for the Moscow subway channel government procurement project due to their excellent cost-performance ratio.
In April 2005, Haier's aerospace frequency conversion refrigerator held a European launch news conference in Vicenza, Italy. The innovative breakthroughs in energy saving and environmental protection of this product left a deep impression on many home appliance merchants, quickly becoming the fastest-selling high-end product in just three months.
At the Paris exhibition, Haier personnel introduced Haier products to French customers, filling the images of Haier's globalized brand with localized elements, vividly interpreting Haier's global brand strategy.
[Haier in the Middle East] In 1993, Haier brand refrigerators and other products began entering the Middle Eastern market. To meet the special needs of Middle Eastern consumers, Haier subsequently developed large-capacity washing machines, large-capacity refrigerators, tropical air conditioners, Arabic text TVs, and other products, which were warmly welcomed by local consumers. The specially designed washing machine for the Middle East, with its large capacity and superior water-saving performance, became very popular.
By 2000, Haier had preliminarily established a dealer network covering most countries in the region.
In 2001, Haier held new product promotion meetings for color TVs in Saudi Arabia, the UAE, Kuwait, and other Middle Eastern countries, showcasing nine series and over 20 models of Haier color TVs, including 'Baudelong' and 'Meigao Mei'. Features such as Arabic screen display, high clarity, strong signal reception, wide voltage, localized design, and high-quality products allowed Middle Eastern people to recognize Haier products.
The popularity of Haier products in the Middle East stems from Haier's strategy. At the end of 2001, Haier partnered with collaborators in Jordan and Syria to jointly establish Haier Middle East Trading Company and cooperated with partners in Jordan to build the Haier Middle East Electrical Appliances Factory. In October 2003, the first television and washing machine produced at the Haier Middle East Electrical Appliances Factory rolled off the production line; in December, air conditioning products officially began production. Localized production and sales of Haier products quickly met the needs of Middle Eastern consumers, rapidly enhancing Haier's market competitiveness in the region. Utilizing tariff preferences among Pan-Arab League countries, Haier quickly opened up new situations in the Middle Eastern market, successfully entering some previously inaccessible markets. Haier's pulsator washing machines have become the market share leaders in and .
By the end of 2003, Haier had three manufacturing plants in the Middle East, located in , Iran, and Syria, producing refrigerators, cold cabinets, pulsator washing machines, drum washing machines, air conditioners, televisions, and other products, and had established an effective after-sales service system in the Middle East region.
In 2004, local organizations in Iraq wanted to purchase a large number of refrigerators for post-war reconstruction. Among the many bidding brands, Haier refrigerators became the only globally selected product. Located in a tropical desert climate, Iraq experiences summer temperatures above 50°C, so local consumers have high requirements for the cooling speed and effect of refrigerators. Through the local dealer network, Haier promptly understood the changing needs of local consumers and swiftly entered the vast post-war reconstruction market in Iraq.
On March 1, 2005, the Haier Middle East Industrial Park opened in Amman, the capital of Jordan. The Haier Middle East Industrial Park will contribute to Haier's realization of R&D, production, and sales "triple localization" in the Middle East.
[Haier in Asia-Pacific] Leveraging the reputation it created in the European and American markets, Haier entered Southeast Asian developing countries with great momentum. In April 2001, Haier's second overseas industrial park was founded in Pakistan, and in 2002, the first Haier washing machine rolled off the production line at the Haier Industrial Park in Pakistan.
In India, Haier has developed nearly 3,000 sales outlets and 14 Haier showrooms. Haier products have expanded rapidly from white goods series such as refrigerators, air conditioners, washing machines, dishwashers, and microwave ovens to black goods products like televisions, DVDs, and mobile phones. To date, Haier has entered eight of the top ten distributors in India.
In other regions of Southeast Asia, Haier has established factories in Malaysia, Indonesia, Bangladesh, Vietnam, and a trading company in Singapore. Haier's market expansion in Southeast Asia has accelerated.
In Australia, in April 2004, Haier first participated in sports through sponsorship. Andrew Gaze, captain of Melbourne Tigers, Australia's first star basketball team (former NBA basketball superstar), signed with Haier to officially endorse Haier laptops. In early November, Australia's authoritative certification body conducted a "Top Energy Saver Award" evaluation of all fridge products in the Australian market. The results showed that among the thirteen fridges receiving the energy-saving label, Haier accounted for three, and the energy-saving level of these three fridges far exceeded the relevant energy consumption standards.
In New Zealand, at the end of September 2002, Haier products made their debut in the New Zealand market, immediately gaining consumer recognition and causing a strong impact on the local home appliance market. The October issue of New Zealand's Consumer magazine published the comprehensive performance rankings of the top 30 washing machines in New Zealand's national market for 2003. Haier washing machines ranked first in cleaning efficiency and were recommended as one of the six washing machine brands specifically recommended for purchase by New Zealand consumers.
Indonesia is ASEAN's largest country and economy, and also a battleground for many international well-known brands. Adhering to a localized strategy, Haier satisfies local user needs and has become a well-known international brand in the Indonesian market. The picture shows Haier brands shining alongside other international brands on busy streets in Indonesia.
[Haier in Japan] Japan is widely recognized as the kingdom of home appliances. Japan's home appliance industry leads in technology, product refinement, and consumer demand, making it difficult for foreign brands to enter the Japanese market due to strong local brand loyalty.
In January, Haier formed a strong alliance with Sanyo Electric Co., Ltd., establishing a strategic relationship. Centered around user needs, Haier leverages its robust design and manufacturing capabilities to continuously develop products tailored to Japanese consumers.
In October 2002, the prestigious G-MARK award in the design field was announced, with Haier's "Little Child Prodigy" washing machine and built-in wine cooler both honored. These two products specifically designed for the Japanese market cater to the needs of a new generation of Japanese consumers. The "Little Child Prodigy" washing machine, with its compact and stylish appearance and user-friendly interface, is highly favored by Japanese single elites. Meanwhile, Haier's built-in wine cooler aligns with the trend of Japanese appliances moving towards open kitchens. In 2003, the "retro-style refrigerator" targeted at female consumers greatly satisfied the demand of Japanese single women for simple functionality and fashionable appearance. The small drum washer with automatic drying function - Haier's "Laundry Bar" - has massively landed in Japan, perfectly addressing complaints from Japanese small households about large washing machines.
In August 2003, Haier erected an advertisement board in Tokyo's Ginza - one of the world's four prime locations - marking Haier's rise in Japan's home appliance market and making Japanese home appliance companies feel the pressure.
To date, Haier products have entered major Japanese chain stores such as BIC CAMERA, BEST, KEIZU for comprehensive sales and have formed a strategic partnership with Japan's largest supermarket AEON. In , according to Japan's authoritative product shopping magazine BEST HIT GOODS, Haier was the only foreign brand among the top ten most impactful washing machines in the Japanese market, with two models successfully entering the top ten.
As Haier products gain popularity in Japan, the Haier spirit spreads across Japan. In October 2004, a movie based on Haier's development history - "Chief Executive Officer" - premiered in Japan, deeply loved by local residents. The "Haier Spirit" has become a model emulated by Japanese enterprises.
Within two and a half years of entering Japan, Haier sold over a million units in Japan. In July, Haier participated in the Japan Pavilion activities at the World Expo under the theme of "Gratitude for a Million," engaging in close contact with Japanese consumers to thank them for their love for Haier, further expanding Haier's brand awareness and reputation in Japan.
[Premiere of "Chief Executive Officer" in Japan, Haier Spirit Spreads to Japan]
As soon as the press conference ended, dozens of reporters swarmed around Chief Zhang, surrounding him with microphones, recorders, and cameras!
, the film "Chief Executive Officer" based on our group's entrepreneurial history premiered at the Japan Press Club in Tokyo's Hibiya district before its official release in Japan, attended by our group's Chief Zhang.
At the premiere on October 12, a Japanese businessman remarked: "China is cultivating a more excellent national enterprise than present-day Japan. Japan's rival is in China. We hope this spirit returns to Japan."
According to Fuji Image Corporation, which introduced the film, "Chief Executive Officer" will be officially released nationwide in Japanese cinemas during the New