Values & Philosophy
Three directional changes
In early 1999, Haier was about to decide the development guideline. Zhang Ruimin, then President of Haier, brought forward a proposal that Haier’s 1999 development policy should be concentrated on globalization to approach Haier’s goal of global recognizable brand. To realize this goal, Haier prepared and launched an overall plan to restructure Haier’s management system for improvement of corporate competence.
Zhang Ruimin proposed “Three directional changes” of restructuring the company management system.
Reference: Previously, Haier focused upon maximization of profits, and Haier gives the priority to customer demands satisfaction.
Directional change in management
From linear organization structure to BPR of Market-chain
Decentralization
Decentralization of traditional Pyramid management system on the basis of market principle application for interdepartmental management and customer needs satisfaction.
Information
Based upon interest of customers, production and management processes are operated under the principle of Market-chain Management with continuous and update information.
Directional change in market orientation
Emphasis shifted from domestic to overseas market
Directional change in production scope
Emphasis shifted from manufacture to service industry
E-commerce system in operation for product sales
Haier E-commerce System supported by advanced information technology for network management, marketing, service and procurement.