When was Haier Group established?

Haier Group\x0d\ \x0d\Haier Group is a national large-scale enterprise integrating scientific research, production, trade and finance. More than 10 years ago, Haier's predecessor was a collective enterprise with a deficit of 1.47 million yuan, insolvency, workers not being paid, and extremely chaotic management. By 1998, Haier had achieved industrial sales revenue of 16.2 billion yuan and profits and taxes of more than 1 billion yuan. , products are exported to 87 countries and regions, earning US$76.65 million in foreign exchange. Haier's development has attracted the attention of Harvard University, Fortune Magazine, Financial Times, Wall Street Journal, etc. \x0d\\x0d\The main driving force for Haier's rapid development is the spirit of innovation. The Haier spirit - "Serve the country with dedication and pursue excellence" is the embodiment of the spirit of innovation. \x0d\\x0d\Haier Group now owns more than 1,700 patents and is the enterprise with the most patent applications in China. In 1998, Haier developed one new product every working day on average, applied for two patents every day, completed 262 new products and new technologies throughout the year, and 236 results were commercialized, with a commercialization rate of 90% and a scientific and technological contribution rate of 63%. \x0d\\x0d\Haier Group has developed to this day. We deeply realize that technological innovation is the foundation for the company's high-speed, stable and sustainable development, and it is also the cornerstone of Haier's internationalization. The famous brand strategy is the carrier of Haier's innovative spirit. The process of implementing Haier's famous brand strategy is the process of technological innovation. \x0d\\x0d\ (1) Creating the famous brand of Haier refrigerators\x0d\\x0d\ In the seven years from 1984 to 1991, when Qingdao Refrigerator Factory, the predecessor of Haier Group, was established, Haier insisted on Starting from a high starting point in terms of technical quality, we strengthened the quality awareness of all employees and product quality awareness, adhered to technological progress, and established the Haier refrigerator brand by paying close attention to product quality. \x0d\\x0d\1． Adhere to a high starting point in technology and quality. Qingdao Refrigerator General Factory, established in 1984, was the last batch of refrigerator manufacturers designated by the Ministry of Light Industry. At that time, there were more than 100 brands of domestic refrigerators on the market, and competition was fierce, but there were no "name-brand" refrigerators. Therefore, when Haier first started producing refrigerators, it put forward the slogan "brand strategy". The core of "famous brand strategy" is the high quality of products. \x0d\\x0d\In 1985, Haier introduced advanced technology from Germany and produced the first generation of four-star refrigerators in my country and even Asia. It was one step ahead in the domestic market and formed the advantages of reliable quality and advanced technology. Soon Haier won the trust of consumers with its high-tech and high-quality products. \x0d\\x0d\2． Strengthen the quality awareness of all employees and strengthen product quality management. To create a famous brand refrigerator, we must start with quality. Haier believes that people are the most critical factor in quality. First-class products are produced by first-class people. Quality is essentially a reflection of the overall quality of employees. Quality should start with people. \x0d\\x0d\In 1985, the group president Zhang Ruimin made a resolute decision to destroy 76 refrigerators with certain quality problems by the person responsible himself with a sledgehammer. This incident caused a great shock among employees, and their quality awareness has since improved qualitatively. \x0d\\x0d\3． Adhere to technological progress without stopping. Haier attaches great importance to technological development in the development process, constantly denies itself, accelerates the pace of upgrading, and always maintains development and innovation in technology and quality, ensuring its technological leadership in the market. We have reached the highest international level in the development of fluorine-free energy-saving refrigerators. Our results have represented China and Asia in participating in the "World Earth Day" in the United States, the "International Academic Exchange Conference on Freon and Halon Substitution" in Vienna, and the "International Fluorine-Free Achievements" in New Delhi, India. Seminar" and many other international academic exchanges have caused a sensation in the world, and have been hailed by the world environmental protection organization as "one more Haier in the world, and more safety on the earth."

\x0d\\x0d\ (2) From a single refrigerator brand to a diversified Haier brand \x0d\\x0d\ In 1992, my country's economy entered a new period of development. Haier seized the opportunity to merge with Qingdao Refrigerator General Factory and Qingdao Air Conditioner. Haier has 18 enterprises including the appliance factory and Qingdao Hongxing Electric Co., Ltd., and invested in the construction of Haier Park to start a second business. Now Haier products cover refrigerators, freezers, air conditioners, washing machines, color TVs, computers, mobile phones and other fields, forming 46 series, 8600 A diversified product group of multiple varieties and specifications. \x0d\\x0d\ In the process of its second entrepreneurship and diversified development, Haier has developed its famous brand by focusing on the market, consolidated its famous brand by strengthening management, extended its famous brand through combined fleets, and established Haier's brand status through continuous technological innovation. \x0d\\x0d\1. Based on the market, develop famous brands. Based on the laws of the market, in the face of the contradiction between quality and quantity, Haier always first ensures product quality and management, and then expands production and scale, winning with quality and famous brands. \x0d\\x0d\New product development is based on market demand. New products are managed according to the requirements of famous brand products from design, trial production to production, thereby ensuring that each generation of new products put into the market can become a new weapon to occupy the market. . Whenever a new product comes out, we constantly look for its shortcomings, understand market needs and user psychology, and use this to design new products and open up new areas of consumer demand. \x0d\\x0d\Haier always adheres to the idea of ??"users first". Haier believes that a famous brand must be recognized by users and the market, and a famous brand must be created and maintained by excellent services. Therefore, Haier regards after-sales service as an important link and primary area in creating, promoting, maintaining and developing famous brands. In June 1996, Haier Group won the "Five-Star Diamond Award" from the American Society for Quality Service Science. It was the first company in the Asian home appliance industry 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 governs with quality as the center, and makes great efforts to strengthen the scientific management system with quality as the main line. While introducing advanced tooling equipment, we also comprehensively introduce advanced management methods and management standards, actively implement the quality veto system, and veto all quality faults in the production process. \x0d\\x0d\ Management methods are continuously 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 famous brand products are at an advanced level Under comprehensive optimization 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 are in line with the characteristics of the enterprise - the Nissin Nissaka Management Method, that is, OEC management forms a healthy operating mechanism within the enterprise and creates a high-quality workforce. Over the years, Haier has always given top priority to management, and has continuously introduced new ideas and created many unique management methods based on reality, deepening OEC management and enriching the connotation of OEC management. \x0d\\x0d\3． United Fleet, extended name brand. In market competition, if there is a famous brand but no scale, the famous brand cannot be developed and maintained; if there is scale but no famous brand, the scale cannot be achieved. To this end, Haier proposed a "joint fleet" management model, that is, the Haier Group's model should not be a train, but a joint fleet. Each ship has its own strong combat effectiveness and can operate together. The overall Greater than the sum of its parts. In this way, one famous brand product can be developed into a famous brand group, extending the scope of the famous brand. \x0d\\x0d\Now, Haier's products have formed 42 series, including frequency conversion series, antibacterial series, health series, environmental protection series, intelligent series of home appliances, and more than 8,600 varieties and specifications of famous brand product groups. Haier's products form advantages as a whole, and each series has different innovation points, which are unique in terms of technology, concept, demand, appearance design and other aspects. \x0d\\x0d\4． Technological innovation establishes brand status.

Technological innovation is an important way for enterprises to participate in market competition and gain competitive advantages. Technological innovation capabilities are the basic conditions for enterprises to take the initiative in the market and become industry leaders and market leaders. Through technological innovation, Haier has successfully established the position of the Haier brand in the domestic market. Technological innovation has become the basis for the sustainable, stable and rapid development of enterprises. \x0d\\x0d\ Haier follows three principles when conducting technological innovation: "marketization of topics", "commercialization of results" and "internationalization of goals". \x0d\\x0d\Haier believes that the market is the starting point and destination of all work of all enterprises, so the topic of technological innovation must come from the market and must serve the market. When Haier determines the topic, it firmly adheres to the principle of starting from the market and starting from the dissatisfaction, regret and hope of consumers, forming a situation where "the topic comes from difficult problems". For example, the little prodigy developed to solve consumer problems has "reproduced" nine generations in more than two years, with production and sales exceeding 1 million units, and has been exported to Japan, South Korea and other countries that do not easily import home appliances. It caused a huge sensation in the world's home appliance market. \x0d\\x0d\Commercialization of results, new technologies and new products developed through innovation, will eventually be returned to the market through commercialization. The most important thing for technological innovation is to have market effects, which is an important criterion for testing the success of technological innovation work. Haier Group had 262 new products and new technologies in 1998, and 236 achievements were commercialized, with a commercialization rate of 90%. \x0d\\x0d\ Goal internationalization requires that the technological innovation achievements of enterprises reach the international advanced level in their respective technical fields. Technological innovation work must not be done behind closed doors. It must be based on a high starting point, "stand on the shoulders of giants", and use the latest scientific and technological means to ensure the vitality and competitiveness of technological innovation results. At present, Haier has entered the key technology fields that affect the development of the group and the industry, and has carried out advanced research in many aspects, focusing on CFC replacement, energy saving, silentization, digitization, information, bioengineering, polymer materials, etc. Haier has now formed a strong technical reserve capability, with 68 technical reserve projects. \x0d\\x0d\ (3) Striving to become an international brand\x0d\\x0d\ Since 1998, Haier Group has fully implemented its internationalization strategy and created an international Haier. The essence of Haier's idea of ??"no famous brands within the country" is that after gaining a solid position in the domestic market, it must compete in the international market and gradually establish its own good brand image in the international market. Striving to become an international Haier is the strategic goal of Haier Group's future development. This is the need for Haier's own development to a certain stage, and it is also an inevitable requirement for Haier due to the trend of economic globalization. \x0d\\x0d\1. Start with the hard stuff and then the easy stuff to open up the international market. Haier adopts the "difficult first, easy later" export strategy, that is, it first enters developed countries to establish credibility and create a brand, and then dominates the markets of developing countries. \x0d\\x0d\European and American developed countries have higher standards for home appliances, and many countries have stricter safety certificates. Such as the UL certification in the United States, the CSA certification in Canada, the CE certification of the European Community, etc. If you want to export to these countries, you must pass the above certification. Haier products have now passed international certifications in 15 categories and 48 countries including UL, CSA, SAA, VDE, CE, and SASO. Haier products have entered the markets of Western developed countries such as the United States and Germany. At present, Haier refrigerators, freezers, air conditioners, washing machines and other key enterprises have passed the ISO9001 certification, the highest international quality assurance system certification, and the highest international environmental protection system certification. Certification - ISO14001 certification, which promotes Haier's external exports. \x0d\\x0d\ Haier's export volume has doubled year by year. It has established a reputation in the international market with the high quality of Haier's products. It also insists on diversifying strategic adjustments to the international market layout during development, which has beneficially 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. In 1998, the export volume of Haier's four leading products, including refrigerators, freezers, air conditioners, and washing machines, increased by 21%, 144%, 183%, and 134% year-on-year respectively.

The annual export earnings reached US$76.65 million, an increase of 36% compared with the same period in 1997. \x0d\\x0d\2． Build an overseas franchise network to achieve global market competition. A global marketing network is the key to ensuring that products can be exported to international markets in large quantities and participate in global market competition. Establishing a global marketing network is Haier's marketing strategic goal. \x0d\\x0d\At present, Haier has developed 49 dealers outside Haier, with a sales network of more than 3,000, and has established "international logistics centers" in the Middle East and Germany. \x0d\\x0d\After years of hard work, the layout of Haier's product exports to overseas markets has become increasingly reasonable, with Europe and the United States accounting for 60% and East Asia accounting for 16%, showing the characteristics of market diversification and effectively avoiding the consequences of the Southeast Asian financial crisis. risk. 20% of refrigerators under 184 liters sold in the United States come from China's Haier; the Haier brand refrigerator produced by Haier's LKG Public Company in the Philippines has broken the monopoly of the Philippine refrigerator market by Japanese, American and other products. In the largest chain stores in the Philippines In supermarket SM, Haier refrigerators are readily available for sale and are popular among local consumers. \x0d\\x0d\3． "Three thirds." Haier's internationalization strategy, which is oriented towards creating an international famous brand, is accelerating its implementation and progress through the goal of taking the international market as one-third of its development space. \x0d\\x0d\"Three thirds", which is the development plan of the global market. 1/3 of Haier's products are produced domestically and sold domestically; 1/3 are produced domestically and sold abroad; and 1/3 are produced abroad and sold abroad. \x0d\\x0d\Building factories, producing and selling overseas is an important step for Haier to create an international brand and build itself into an international Haier. After successfully taking the first two steps of domestic production and domestic sales and domestic production and overseas sales, Haier has also taken forward steps in building factories, producing and selling overseas. Haier has exported technology and set up factories in the Philippines, Indonesia, Turkey, Yugoslavia and other countries, and its products have been produced and sold locally. On April 1999, Haier established a large-scale wholly-owned home appliance production base in South Carolina, the United States, forming a one-stop system for the planning, production and sales of Haier products in the United States, fully entering the international market and achieving global competition. Haier strives to establish the international image of the Haier brand through quality and after-sales service in sales. In Europe, America and Southeast Asia, Haier's giant light box advertisements on billboards stand side by side with world-famous home appliances; Haier blue and Haier-branded customer service vehicles also form a unique landscape in the local landscape. In addition, Haier has established a global telephone service system, allowing Haier users to enjoy Haier's star-rated services no matter where they are in the world. \x0d\\x0d\4． International information and technology development network. If Haier wants to create an internationally renowned brand and build an international Haier, it must compete with well-known brands in Europe, America, Japan and other countries in the international market. The international information and technology development network is the guarantee for the success of Haier products. Haier Group has accelerated the process of internationalization with high investment and strives to achieve comprehensive integration with internationalization. \x0d\\x0d\The international information network consists of an internal mechanism that "keeps up with the analysis and review of international advanced technology products" and 10 institutions established by Seoul, Tokyo, Lyon, Los Angeles, Montreal, Amsterdam, Silicon Valley, Sydney, Taiwan, and Hong Kong. It consists of an external network composed of information sub-centers. Through internal and external unification, we obtain and use the latest information to carry out technological innovation work to meet the changing needs of domestic and foreign markets. \x0d\\x0d\The international technology network consists of foreign strategic alliance systems and industrial design systems and a wide range of domestic industry-university-research consortiums. It realizes the personalization of Haier products in technology and products and is suitable for every corner and every place in the world. market segment needs. The foreign strategic alliance work system aims to carry out comprehensive cooperation with internationally advanced enterprises around corporate development strategies. Further cooperation with the Italian company Meloni has enabled Haier Group to consolidate its leading position in washing machine technology in the country.

In addition, it has established technical alliances with Germany's Maize, the Netherlands' Philips, and Japan's Panasonic in aspects such as omnimedia technology, digital technology, and frequency conversion technology, forming Haier's advantages in high-tech; the industrial design system has conducted PI for Haier products. Research on topics such as proposal development, product personalized design, and human-machine contacts of home appliances provides Haier products with global coverage and design and development, forming the overall advantages of Haier products in industrial design. \x0d\\x0d\ Haier has extensive industry-university-research alliances in China. Haier Group controls and operates the National Engineering Research Center for Engineering Plastics, a national scientific research institution; Haier establishes Haier Guangke Digital Technology Co., Ltd. as a joint venture with the Broadcasting Research Institute of the State Administration of Radio, Film and Television in a holding manner; Haier has a joint venture with Beijing University of Aeronautics and Astronautics and the American C-MOLD Company Beihai Haier Software Co., Ltd. was established. \x0d\\x0d\Haier has established 48 joint research centers with large domestic and foreign companies, scientific research institutions, universities, etc. Haier has also established five postdoctoral workstations in cooperation with Fudan University, Shanghai Jiaotong University, and Zhejiang University to conduct doctoral research in chemistry and materials, digital technology, software technology, bioengineering, and overseas local design. Through extensive industry-university-research cooperation, it has effectively accelerated the integration of science and technology and economy, improved corporate technological innovation capabilities, and enhanced market competitiveness. \x0d\\x0d\ Haier's internationalization strategy is a need for its own development and an inevitable result of the trend of economic globalization. Because Haier insists on creating an international famous brand and establishing international reputation, it has gradually established its own good brand image in the international market. On November 30, 1998, Haier became the only Chinese company among the top ten companies in the Asia-Pacific region in the selection of the most trustworthy companies in the Asia-Pacific region conducted by the Financial Times. At the same time, the authoritative "Home Appliances" magazine in the United States announced the fastest growing home appliance companies in the world, and Haier ranked first, ahead of famous American and Japanese home appliance brands. \x0d\\x0d\ Haier will further comprehensively promote the company's internationalization strategy and strive to achieve the ambitious goal of entering the world's top 500 companies as soon as possible.