Haier Group \ x0d \ x0d \ Haier Group is a national super-large enterprise integrating scientific research, production, trade and finance. A few years ago, Haier's predecessor was a collective enterprise, with a loss of 1.47 million yuan, insolvency, arrears of workers' wages and extremely chaotic management. By 1998, Haier had achieved industrial sales income16.2 billion yuan, profits and taxes 10 billion yuan, and its products were exported to 87 countries and regions, earning 76.65 million US dollars. The development of Haier has attracted the attention of Harvard University, Fortune Magazine, Financial Times and Wall Street Journal. \ x0d \ x0d \ The main driving force of Haier's rapid development is the spirit of innovation, and the words "dedication to serving the country and pursuing Excellence" are the embodiment of Haier's spirit of innovation. \ x0d \ x0d \ Haier Group now has more than 1700 patents, which is the enterprise with the largest number of patent applications in China. From 65438 to 0998, Haier developed a new product on average every working day and applied for two patents every day. In the whole year, 262 new products and technologies were completed, and 236 results were commercialized, with a commercialization rate of 90% and a contribution rate of 63%. \ x0d \ x0d \ Haier Group has developed to this day, and we deeply realize that technological innovation is the foundation of high-speed, stable and sustainable development of enterprises and the cornerstone of Haier's internationalization. Brand strategy is the carrier of Haier's innovative spirit, and the process of implementing Haier's brand strategy is the process of technological innovation. \x0d\\x0d\ (1) Build Haier's famous refrigerator brand \ x0d \ x0d \ From 1984 to199/0/7 years after the establishment of Qingdao Refrigerator General Factory, the predecessor of Haier Group, Haier insisted on a high starting point in technical quality. \ x0d \ x0d \ 1。 Adhere to a high starting point in technology and quality. Qingdao Refrigerator General Factory, established in 1984, is the last batch of designated refrigerator manufacturers in the Ministry of Light Industry. At that time, there were more than 100 brands of domestic refrigerators on the market, and the competition was fierce, but there were no "famous brand" refrigerators. So when Haier first started to produce refrigerators, it put forward the slogan of "famous brand strategy". The core of "famous brand strategy" is the high quality of products. \ x0d \ x0d \ 1985 Haier imported advanced technology from Germany to produce the first generation of four-star refrigerators in China and even Asia, which was one step ahead and formed the advantages of reliable quality and advanced technology in the domestic market. Soon Haier won the trust of consumers with high-tech and high-quality products. \ x0d \ \ x0d \ 2。 Strengthen the quality awareness and product quality management of all employees. To build a famous brand refrigerator, we must start with quality. Haier believes that people are the most critical factor in quality, first-class products are made by first-class people, and quality is essentially the embodiment of the overall quality of employees. Grasping quality must first start with people. \x0d\\x0d\ 1985. Zhang Ruimin, president of the group, decided decisively to smash 76 refrigerators with certain quality problems by the relevant responsible persons. This incident caused a great shock among employees, and the quality awareness of employees has been qualitatively improved since then. \ x0d \ \ x0d \ 3。 Insist on continuous technological progress. Haier attaches great importance to technological development in the development process, constantly negates itself, speeds up the pace of upgrading, and always maintains technological and quality development and innovation, ensuring the leading position of technology in the market. Our research and development of fluorine-free energy-saving refrigerators has reached the highest level in the world. Our achievements have participated in international academic exchanges on behalf of China and Asia for many times, such as Earth Day in the United States, the Vienna International Symposium on Freon and Halon Substitution, and the International Symposium on Fluorine-free Achievements in New Delhi, India, which caused a sensation in the world and was praised by the world environmental protection organization as "one more Haier in the world and one more safe planet". \ x0d \ x0d \ (II) From a single refrigerator brand to a diversified Haier brand \ x0d \ x0d \ 1992 China's economy has entered a new development period. Haier seized the opportunity to merge 18 enterprises such as Qingdao Refrigerator General Factory, Qingdao Air Conditioning Factory and Qingdao Hongxing Electric Appliance Co., Ltd., invest in the construction of Haier Park, and start a second venture. \ x0d \ x0d \ Haier develops famous brands based on the market, consolidates famous brands through strengthening management, extends famous brands through joint fleet, and establishes Haier's brand position through continuous technological innovation in the process of second pioneering and diversified development. \ x0d \ x0d \ 1。 Develop famous brands based on the market. Based on market rules and facing the contradiction between quality and quantity, Haier always ensures product quality and management first, and then expands production and scale, winning by quality and winning by famous brands. \ x0d \ x0d \ New product development takes the market demand as the coordinate, and new products are managed according to the requirements of brand-name products from design, trial production to production, thus ensuring that each generation of new products can become a new weapon to occupy the market. Whenever a new product comes out, we constantly look for its shortcomings, understand the market demand and the psychology of users, so as to design new products and open up new areas of consumer demand. \ x0d \ x0d \ Haier always adheres to the concept of "customer first". Haier believes that famous brands should be recognized by users and markets, and should be created and maintained by excellent services. Therefore, Haier regards after-sales service as an important link and primary field for creating, publicizing, maintaining and developing famous brands. 1June, 1996, Haier Group was awarded the "Five-Star Diamond Award" by the American Society for Quality Service Science, and it was the first enterprise in the household appliance industry in Asia to win this honor. \ x0d \ x0d \ 2。 Strengthen management and consolidate famous brands. While pursuing first-class products, Haier attaches great importance to the pursuit of first-class management, strictly controls the quality as the center, and strives to strengthen the scientific management system with quality as the main line. While introducing advanced tooling and equipment, we will fully introduce advanced management methods and standards, actively implement the quality rejection system, and reject all quality failures in the production process. \ x0d \ x0d \ 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 brand-name products are in advanced all-round optimal management. \ x0d \ x0d \ 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 that conform to the characteristics of enterprises-Nissin Daily Real Management, that is, OEC management, which has formed a benign operating mechanism within enterprises and created a high-quality staff. Over the years, Haier has always put management in the first place, constantly bringing forth the old and bringing forth the new, and created many distinctive management methods in combination with the actual situation, which deepened the OEC management and enriched the connotation of OEC management. \ x0d \ \ x0d \ 3。 Joint fleet, extending famous brand. In the market competition, there are famous brands, but there is no scale, and famous brands cannot develop and maintain; If there is scale but no famous brand, it is impossible to achieve scale. To this end, Haier put forward the management mode of "joint fleet", that is, the mode of Haier Group should not be a train, but a joint fleet. Each ship has its own powerful fighting capacity, and can fight jointly, and the whole is greater than the sum of its parts. In this way, a brand-name product can develop into a brand-name group and expand the scope of famous brands. \x0d\\x0d\ Now, Haier's products have formed 42 series, including frequency conversion series, antibacterial series, health series, environmental protection series and intelligent household appliances series, with more than 8,600 brand-name product groups. Haier products have advantages on the whole, and each series has different innovations, which are unique in technology, concept, demand and design. \ x0d \ \ x0d \ 4。 Technological innovation establishes brand position. Technological innovation is an important way for enterprises to participate in market competition and gain competitive advantage. Technological innovation ability is the basic condition for enterprises to grasp the market initiative and become industry leaders and market leaders. Through technological innovation, Haier has successfully established the position of Haier brand in the domestic market. Technological innovation has become the basis of sustained, stable and high-speed development of enterprises. \ x0d \ x0d \ Haier follows three principles when carrying out technological innovation: "marketization of projects", "commercialization of achievements" and "internationalization of objectives". \ x0d \ x0d \ Haier believes that the market is the starting point and destination of all the work of all enterprises, so the main body of technological innovation should come from and serve the market. When determining the topic, Haier firmly grasps the principle of starting from the market and starting from consumers' dissatisfaction, regret and hope, forming a situation that "the topic comes from difficult problems". For example, the child prodigy developed to solve the consumption problem has "multiplied" nine generations in more than two years, and its production and sales volume has exceeded 65.438+00,000 units, and it has been exported to countries such as Japan and South Korea that do not import household appliances easily, causing a huge sensation in the world household appliance market. \ x0d \ x0d \ commercialization of achievements, innovation and development of new technologies and new products will eventually return to the market through commercialization. The most important thing in technological innovation is to have market effect, which is an important criterion to test the success of technological innovation. Haier group has 262 new products and technologies in 1998, and 236 achievements have been commercialized, with a commercialization rate of 90%. The goal of \ x0d \ x0d \ internationalization is to require the technological innovation achievements of enterprises to reach the international advanced level in their respective technical fields. Technological innovation must not be built behind closed doors, but must be based on a high starting point, "standing on the shoulders of giants" and using the latest scientific and technological means to ensure the vitality and competitiveness of technological innovation achievements. At present, Haier has entered the key technical fields that affect the development of the group and industry, and has carried out advanced research in many aspects, mainly CFC substitution, energy saving, mute, digitalization, informationization, bioengineering, polymer materials and so on. Haier has now formed a strong technical reserve capacity, with 68 technical reserve projects. \x0d\\x0d\ (III) Strive for an internationally renowned brand \ x0d \1998. Haier Group fully implements the internationalization strategy and builds an international Haier. The essence of Haier's thought of "no famous brand in China" is to gain a firm foothold in the domestic market, then compete in the international market and gradually establish its own good image in the international market. Striving for an international Haier is the strategic goal of Haier Group's future development, the need of Haier's own development to a certain stage and the inevitable requirement of the trend of economic globalization. \ x0d \ \ x0d \ 1。 Easy first, then difficult, open the international market. Haier adopts the export strategy of "easy first, then difficult", that is, it first enters the developed countries to establish its reputation, establishes its brand, and then occupies the market of developing countries in a strategic position. \ x0d \ x0d \ Developed countries in Europe and America have higher requirements for household appliances, and many countries have stricter safety certificates. For example, UL certification in the United States, CSA certification in Canada, CE certification in Europe and so on. If you want to export to these countries, you must pass the above certification. Now Haier products have passed the categories of UL, CSA, SAA, VDE, CE, SASO 15 and the international certification of 48 countries. Haier products have successively entered the markets of the United States, Germany and other western developed countries. At present, several key enterprises of Haier, such as refrigerators, freezers, air conditioners and washing machines, have passed the highest certification of international quality assurance system-ISO 9001certification and the highest certification of international environmental protection system-ISO14001+0 certification, which has promoted Haier's export. \ x0d \ x0d \ Haier's export volume has doubled year by year, established the reputation of the international market with the high quality of Haier's products, adhered to diversified strategic adjustment in the development of the international market, and opened up a good situation in the international market. At present, our products have been exported to 87 countries and regions, including Europe, America, Japan, the Middle East, Southeast Asia and Africa. From 65438 to 0998, the export volume of Haier's four leading products, refrigerators, freezers, air conditioners and washing machines, increased by 2 1%, 144%, 183% and 134% respectively. Foreign exchange earned by export was 76.65 million US dollars, up by 36% 1997. \ x0d \ \ x0d \ 2。 Build an overseas franchise network and realize global market competition. Global marketing network is the key to ensure that products are exported to the international market and participate in global market competition. Establishing a global marketing network is the strategic goal of Haier marketing. \ x0d \ x0d \ At present, Haier has developed 49 dealers outside Haier, with more than 3,000 sales networks, and established "international logistics centers" in the Middle East and Germany respectively. \ x0d \ x0d \ After years of efforts, the overseas market distribution of Haier products has become increasingly reasonable, with the European and American markets accounting for 60% and the East Asian market accounting for 16%, showing the characteristics of market diversification and effectively avoiding the risks brought by the financial crisis in Southeast Asia. 20% of refrigerators under 184 liters sold in the United States come from China Haier; Haier brand refrigerator produced by LKG Haier in the Philippines broke the monopoly of Japanese and American products on the refrigerator market in the Philippines. In SM, a large supermarket chain in the Philippines, Haier refrigerators are sold on demand and are welcomed by local consumers. \ x0d \ \ x0d \ 3。 "Three-thirds". Haier's internationalization strategy, which is oriented to building an internationally renowned brand, is accelerating its implementation and progress by taking the international market as one-third of its development space. \ x0d \ x0d \ "three-thirds system \", that is, the development plan of the global market. Haier products 1/3 are produced and sold domestically; 1 Domestic production and foreign sales; 1/3 is produced and sold abroad. \ x0d \ x0d \ Building factories, producing and selling in foreign countries is an important step for Haier to build an internationally renowned brand and an international Haier. After successfully taking the first two steps of domestic production, domestic sales and domestic sales, Haier has also made progress in building factories, production and sales abroad. Haier has exported technology and set up factories to the Philippines, Indonesia, Turkey and Yugoslavia, and its products have achieved local production and local sales. 1In April, 1999, Haier established a large-scale home appliance production base in South Carolina, USA, forming a one-stop system of planning, production and sales of Haier products in the United States, fully entering the international market and realizing 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 advertisement stands shoulder to shoulder with world-famous brand household appliances; Haier Blue and Haier logo customer service cars have also formed a unique landscape in the local area. In addition, Haier has established a global telephone service system, so that Haier users can enjoy Haier's star-rated service no matter where they are in the world. \ x0d \ x0d \ 4。 International information and technology development network. If Haier wants to create an international famous brand and build an international Haier, it must compete with famous brands from Europe, America, Japan and other countries in the international market. International information and technology development network is the guarantee for Haier products to win. Haier Group accelerates the process of internationalization with high investment and strives to achieve full integration with internationalization. \ x0d \ x0d \ The international information network consists of an internal mechanism of "tracking the analysis and evaluation of international advanced technology products" and an external network consisting of 10 information sub-centers in Seoul, Tokyo, Lyon, Los Angeles, Montreal, Amsterdam, Silicon Valley, Sydney, Taiwan Province Province and Hong Kong. Through internal and external unification, we can obtain and use the latest information for technological innovation to meet the changing needs of domestic and foreign markets. \ x0d \ x0d \ International technology network is composed of foreign strategic alliance system, industrial design system and domestic extensive Industry-University-Research consortium, which realizes the personalization of Haier products in technology and products and meets the needs of every corner and market segment in the world. The working system of foreign strategic alliances is to carry out all-round cooperation with international advanced enterprises around the enterprise development strategy. Further cooperation with Italian company meloni has enabled Haier Group to consolidate its leading position in washing machine technology in China. In addition, it has established technical alliances of all-media technology, digital technology and frequency conversion technology with Metz in Germany, Philips in the Netherlands and Panasonic in Japan, forming Haier's advantages in high technology; The industrial design system has carried out research on topics such as PI proposal development, product personalized design and man-machine contact of household appliances for Haier products, designed and developed Haier products covering the whole world, and formed the overall advantages of Haier products in industrial design. \ x0d \ x0d \ Haier has extensive Industry-University-Research alliance in China. Haier Group holds and operates the National Engineering Research Center for Engineering Plastics, a national scientific research institution; Haier and the Institute of Broadcasting Science of the State Administration of Radio, Film and Television jointly established Haier Guangke Digital Technology Co., Ltd.. Haier established Beihang Haier Software Co., Ltd. with Beihang University and American C-MOLD Company. \ x0d \ x0d \ Haier has established 48 joint research centers with large companies, scientific research institutions and universities at home and abroad. Haier has also established five postdoctoral workstations in cooperation with Fudan University, Shanghai Jiaotong University and Zhejiang University to carry out doctoral research in chemistry and materials, digital technology, software technology, bioengineering, overseas local design and other fields. Through the extensive Industry-University-Research Alliance, the combination of science and technology and economy has been effectively accelerated, the technological innovation ability of enterprises has been improved, and the market competitiveness has been enhanced. \ x0d \ x0d \ Haier's internationalization strategy is the need of its own development and the inevitable result of the trend of economic globalization. Because Haier insists on building an international famous brand and establishing an international reputation, it has gradually established its own good brand image in the international market. 1998165438+1October 30th, Haier became the only China enterprise among the top ten enterprises in the Asia-Pacific region. At the same time, the authoritative American Household Appliances magazine announced the fastest-growing household appliance enterprise in the world, and Haier ranked first before the famous household appliance brands in the United States and Japan. \ x0d \ x0d \ Haier will further comprehensively promote the internationalization strategy of enterprises and strive to achieve the grand goal of becoming one of the top 500 companies in the world as soon as possible.