Haier brand strategy stage
During the seven years from 1984 to 199 1 year, Haier only made a refrigerator product, and through various promotional means and media channels, it built a famous brand Haier refrigerator, thus continuously improving the high visibility and good brand image of Haier brand to 199 1 year. The output value has exceeded 500 million, and there are more than 100 refrigerator enterprises in China. Haier's only product has no backlog, sales have not been reduced, and enterprises have no triangular debts. Haier trademark is the only one of the top ten well-known trademarks in China. Zhang Ruimin called these seven years Haier's famous brand strategy stage.
Building a good brand is a process of creating a unique identity for products. It can not only increase consumers' memory of the product, but also make them easily position the product relative to other brands' products. Moreover, the brand's personality and image can make consumers feel familiar with the products, thus creating a reliable good impression. A successful brand can enable enterprises to monopolize the fiercely competitive and rapidly changing market. The more successful the brand is, the more people will pay attention to it and buy it, so the market share will continue to rise. Therefore, strong brands will be supported by consumer loyalty, and their repeated consumption will keep the turnover of enterprises at least at a certain level. Moreover, a good brand will enable enterprises to raise product prices, thus making considerable profits. For example, Rolls-Royce cars, its brand gives people the impression of high price and good quality, which embodies the noble and prestigious characteristics of users, so even if its price is high, it will.
A good brand includes not only the name of the enterprise, the model and shape of the product itself, the font, shape, artistic pattern and color used in the packaging design or its trademark, but also the spiritual aspects such as the enterprise purpose, business philosophy, code of conduct and management philosophy. Therefore, an excellent brand should have a distinct and unique personality and stand out from competitors' products. Ideally, private brand can be synonymous with this kind of products, such as McDonald's is synonymous with Hamburg, and BusinessCom is synonymous with PDA.
When establishing and building its own brand strategy, Haier Group attaches great importance to the use of various marketing activities and publicity activities, giving full play to Haier's trademark design slogan, TV and magazine advertisements, etc. For example, the overall image planning of Haier CI has made a unified image in the outside world, from the English letter Haier to two children, which will soon remind people that Haier products and Haier people's commitment are always sincere! This will play a great role in improving Haier's popularity and brand image.
Second, Haier's brand extension strategy
A good brand helps enterprises to expand across industries, because consumers are already familiar with the brand. Compared with the new brand, they will accept its new product more quickly and easily. For example, the middle cover of Harbin No.6 Pharmaceutical Factory was originally a calcium supplement product, but in recent years it began to expand its business and enter the market of cold medicines and other medicines. Because of its good corporate image and effective products, new products are easily accepted by consumers.
Brand extension has become a means for Haier to achieve greater development and gain greater profits. Due to Haier's high popularity and good brand image, Haier has entered new fields through brand extension, thus expanding the scale of the enterprise and making it obtain greater profits.
In the strategic stage of Haier's famous brand, Haier started as a famous brand from the refrigerator. Because Haier refrigerator is a famous brand and has a good corporate image, it is in short supply in the market, so when new products come out, they are easily accepted by consumers. From 1992 to 1995, Haier's brand has gradually extended to refrigeration appliances such as electric freezers and air conditioners. Haier once again entered the field of black household appliances. 1999, Haier brand computer was successfully listed. Now Haier Group has more than 9,200 kinds of household appliances in 58 categories, including white appliances, black appliances and beige appliances, covering almost all household appliances. It has established Haier's image as a home appliance kingdom in the eyes of consumers, and its brand competitiveness has provided a guarantee for Haier to expand its production scale. Zhang Ruimin summarized Haier's diversification strategy as "Bright East and Bright West".