Haier Co.,Ltd
From:www.haier.com    Author:   date:2010-04-05   attention:1   favorite:0   comment:0 visited:36820
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 Haier is the leading brand of white goods globally and the most valuable brand in China.With its 29 manufacturing plants, 8 comprehensive R&D centers, 19 overseas trading companies across the world and more than 60,000 global employees, Haier has involved into a giant multinational corporation. In 2008, Haier gained global revenue up to RMB 119 billion.

Guided by the famous brand strategy determined by CEO Zhang Ruimin, Haier has adopted several strategies during different stages, namely Brand Strategy, Diversification Strategy and Internationalization Strategy. At the end of 2005, Haier came to its 4th strategic stage of global brand building.Thanks to 25 years of consistent efforts, its reputation throughout the world has been heightened significantly.In 2009, the brand value of Haier amounted to RMB 80.3 billion. Since 2002, Haier has topped the Most Valuable Brand list for seven consecutive years.Nineteen products of Haier, including refrigerator, air conditioner, washing machine, television, water heater, computer, mobile phone and home appliances integration, have been awarded as Chinese Famous Brand products. Haier refrigerator and washing machine are among the first group of Chinese World Famous Brand products awarded by the General Administration of Quality Supervision, Inspection and Quarantine of the P.R.C.
In March 2008, Haier was selected as one of the "China's Top 10 Global Brands" by Financial Times for the second time.In June 2008, Haier ranked 13th and 1st among Chinese companies on the list of the world's "600 Most Reputable Companies", released by Forbes.In July 2008, Haier ranked first in terms of overall leadership among Chinese mainland companies in the Wall Street Journal Asia's annual survey of "Asia's 200 Most Admired Companies" for the fifth time.Haier has become an international brand, and its prestige is rising fast with its expansion into the international market.
According to the latest data released by Euromonitor, with a market share up to 5.1 percent, Haier ranks first among the brands of white goods all over the world in term of market share and it was the first time for a Chinese company to be the number one brand in white goods industry. At the same time, the market share of Haier refrigerator and washing machine is 10.4 percent and 8.4 percent respectively, both ranking first in the industry. Moreover, Haier leads the world in intelligent home appliances integration, network household appliances, digitization, large scale integrated circuit and new materials."Innovation driven" Haier has been committed to providing effective solutions to global consumers and achieving a win-win outcome with them.
Up to the end of 2009, Haier had applied for 9738 patents, 2799 of which were invention patents, ranking first among Chinese appliance enterprises. Just in 2009, Haier applied for 943 patents, 538 invention patents included, which means two invention patents were applied for each business day on average. On the base of its independent intellectual property, Haier has participated in the setting of 23 international standards, and 7 patents of them involving powder-free wash technology and technology of anti-electric wall have been issued and implemented, which indicates independent innovation of Haier has won international recognition in standards field. Haier has leaded or taken part in the preparing and revising of a total of 232 national standards, 188 of which have been issued and 10 awarded the China Standards Innovation & Contribution Award; more over, Haier has participated in the preparing of 447 industry standards and other standards.Haier is the appliance company most involved in raising international, national and industry standards.
Haier is the only Chinese enterprise to be a member of management decision-making team of International Electro-technical Commission (IEC) and was selected to be the first "Practice base for standard innovation" globally by IEC in June, 2009.
In innovation practice, Haier's exploration and implementation of Overall Every Control and Clear management mode characterized by completing the work of today to harvest today's success, market chain management and individual-order combination development pattern has attracted high attention from international management field. Up to now, commercial colleges of Harvard University, University of South California, International Institute for Management Development (IMD), European Business College and Kobe University have conducted case studies on above mentioned aspects. Nearly 30 management cases of Haier have been included into their case libraries by 12 universities in the world, with case of "Haier culture to activate the fish in shock" included into case library of commercial college of Harvard University and "market chain" management case included into EU case library.
Entering into the fifth-year in implementing its global brand building strategy, Haier, in 2010, will continue to promote its enterprise spirit of "creating resources and winning global reputation" and work style of "individual-order combination, quick decision-making", and to further promote information process recreation. As an independent operation entity of individual-order combination, Haier will strive to build a system to meet the dynamic needs of the user through business model innovation of " Just-in-time model with zero inventory" based on the combination of virtual and actual network and consistently conduct innovations for the benefits of users to create a world famous brand owned by Chinese.
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