Values & Philosophy
Four phases of Haier’s Innovation Strategy
Brand building (1984~1991)
Feature: only producing refrigerators, collecting business management experience and laying a solid foundation for future development with mature management patterns.
Product diversification (1992~1998)
Feature: varying production from refrigerators in 1984 to more than ten appliances in 1998, from whitegoods to black goods; capital operation under the guidance of “activating shock fish” Policy to vitalize tangible assets with intangible assets and to expand business scope within the most possibly shortest period of time.
Globalization (1998~2005)
Feature: products marketed, distribution and after-sales service network established and Haier brand recognized worldwide.
Global-Brand Stage (2006~)
Feature: In order to adapt to the trend of integrated global economy, and to manage its worldwide brand, Haier group steps into the fourth developing strategic innovative phase from 2006: the strategy phase of global brand after the Brand Strategy Phase, Multi-Dimensional Strategy Phase and Internationalization Strategy Phase. The difference between international strategy and global brand strategy: international strategy phase is based on china, radiating to the whole world while global brand strategy is to create localized Haier brand in each market. The issue to be transacted for Haier implementing global brand strategy is to promote the products' and business management competitiveness to realize win-win profits with suppliers, customers and users. Transformed from unitary culture to multi-culture, Haier realized sustainable development.