How did Haier enter the overseas market?

Qingdao Refrigerator Factory, the predecessor of Haier Group, was established in 1984 on the basis of introducing Liebherr refrigerator production technology from Germany. Prior to this, the refrigerator factory was a small collective factory with a loss of 6.5438+0.47 million yuan, and people's quality consciousness was still quite indifferent at that time.

1April 1985, the refrigerator factory smashed 76 refrigerators with serious quality problems in public, which greatly improved the quality awareness of workers. Thus, it won the 1988 national quality award and the 1990 national quality management award, the only one in the refrigerator industry.

By 199 1 year, it has been rated as "the most popular refrigerator for light industrial products" by national consumers for five consecutive years. At this time, the refrigerator factory, whether brand awareness, product quality or service quality, has reached an unprecedented height.

199 1 year 65438+February, with Qingdao refrigerator factory as the core enterprise and air conditioning factory and freezer factory as the closely integrated enterprises, Haier group company was established after reorganization. Through technology development, refined management, capital operation, merger and acquisition, and internationalization, Haier Group has rapidly grown into a large enterprise group ranked 30th among the top 500 enterprises in China in 1996.

During the five years from 1992 to 1996, Haier's sales revenue soared from 800 million yuan to 6 1 600 million yuan, and from197 to August, it reached 6.6 billion yuan.

At present, Haier Group's products include refrigerators, freezers, air conditioners, etc. 13, and are exported to developed countries and regions such as Europe, America and Japan in batches. 1996, Haier's trademark intangible assets reached 7.7 billion, making it the first famous brand of household appliances in China.

Extended data:

1, the stage of global brand strategy development (2005-20 12): building a global brand in the Internet era.

Opportunity of the Times: the Development of Internet

General enterprise practice: selling products with enterprises as the center.

Haier's innovative way: customer-centered sales and service.

Haier Management Innovation: Exploring the "Win-Win" Business Model of "One Person and One Person"

The Internet era has brought the fragmentation of marketing, and the "production-inventory-sales" mode of traditional enterprises cannot meet the individual needs of users. Enterprises must change from "selling products with enterprises as the center" to "selling services with users as the center", that is, the user-driven "supply on demand" model. Internet has also brought about the integration of global economy, and there is a logical progressive relationship between internationalization and globalization.

"Internationalization" is to build an international brand with the enterprise's own resources, while "globalization" is to use global resources for our own use and build a localized mainstream brand. There is a qualitative difference between the two. Therefore, Haier integrates global R&D, manufacturing and marketing resources to build a global brand.

At present, the business model of creating customers in the Internet era explored by Haier is a "win-win" model.

20 10 Zhang Ruimin communicated with the world's top management masters Michael Porter and Gary Hammer in the United States. The two management masters spoke highly of the practice of Haier's self-management entity, and Gary Hammer (left) thought that the innovation of Haier's self-management entity was ahead of schedule.

2. Development stage of networking strategy (20 12 —20 19): networked market, networked enterprise.

Opportunity of the Times: the Development of Internet

General enterprise practice: a traditional enterprise centered on itself.

Haier's way of innovation: a platform-based enterprise in the Internet age.

Haier management innovation: continue to explore a "win-win" business model.

The arrival of the Internet era has subverted the traditional economic development model, and the foundation and operation of the new model are embodied in networking, and the market and enterprises are more networked.

In Haier's view, the implementation path of the development strategy of networked enterprises is mainly reflected in three aspects: enterprises have no boundaries, management has no leadership, and supply chain has no scale, that is, mass customization, on-demand design, on-demand manufacturing, and on-demand distribution.

20 12 12 Dominic Turpin, Dean of IMD Business School in Lausanne, Switzerland, presented Zhang Ruimin with the IMD Management Thought Leader Award in recognition of his contribution to modern management art and practice.

2015165438+10. In October, as the only China entrepreneur invited, Zhang Ruimin gave a speech at the 7th Drucker Global Forum. Selected in "Thinkers50 List of 20 15" and won Thinkers50 Outstanding Achievement Award "Putting Ideas into Practice".

On June 8th, 20 16, Zhang Ruimin was awarded the Legendary Leader Award at the 86th Yale CEO Summit Forum, becoming the only China business leader to receive this award this year.

Jeffrey Sonnenfeld, Senior Associate Dean of Leadership Program in Yale University School of Management, commented: Zhang Ruimin is a truly global business giant, and he makes his competitors, peers and China business leaders like him respect him. As a transformational leader, he absorbed the essence of Chinese and western business practices and created his own unique model.

201August 1 1, the inaugural meeting of Shandong artificial intelligence industry alliance was held in Yantai. With its pioneering exploration in smart home, Haier has become a leading enterprise in promoting alliance work, actively cooperated with enterprises to build an artificial intelligence industry ecosystem, and was elected as the first rotating chairman unit.

20 18 1815 October, Qingdao Haier announced its plan to go public in Frankfurt.

On July, 2065438 1 day, the stock name of Qingdao Haier Company was changed to "Haier Zhijia" and the stock code "600690" remained unchanged.

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