Introduction to the Haier Group
Haier is the world's 4th largest white goods manufacturer and the most valuable brand in China. With 29 manufacturing plants, 8 comprehensive R&D centers, 19 overseas trading companies across the world and more than 50,000 global employees, Haier has developed into a giant multinational company. In 2008, Haier gained global revenue of RMB119 billion.
Guided by the business philosophy of CEO Zhang Ruimin, Haier has experienced the development stages, noted as Brand Building, Diversification and Internationalization. At the end of 2005, Haier came to its 4th strategic stage of global brand building. Thanks to 25 years of efforts, its reputation throughout the world has been heightened significantly. In 2008, the brand value of Haier amounted to impressive RMB 80.3 billion. Since 2002, Haier has topped the Most Valuable Brand tally for seven consecutive years. Nineteen Haier branded products, 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, Forbes released the world's "600 Most Reputable Companies", of which Haier ranked the 13th and the 1st among Chinese companies. 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". Haier has become an international brand, and its prestige is rising fast with its expansion into the international market.
According to China Market Monitor, the most reliable market consultancy company in China, Haier held over 26.2% of China's household appliance market in 2008, thereby consolidating its market-leading position; and, in particular, its advantage is more noticeable in the high-end market, with an impressive market share of about 30%. It has been taking the lead among white goods brands. 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 achieve a win-win situation with them.
Up to the end of 2008, Haier has applied for 8,795 patents, among which 2,261 are patents of invention. In 2008 alone, Haier applied for 912 patents, 525 of which are patents of invention, averaging 2 patents per working day. Haier, with its own independent intellectual property, has been involved in the formulation of 19 international standards, three of which will be launched soon. It indicates that the independent innovation of Haier has been recognized by the international standard. Haier has been in charge of or taken part in the formulation and modification of 192 national standards (eight of which has won the China Standards Innovation & Contribution Award) and other 439 standards such as the industry-level ones. Haier is the appliance company most involved in raising international, national and industry standards.
Haier's managerial models of "OEC", "market chain" and "individual-order combination" have been highly recognized worldwide. Its experience has also been introduced into case studies of many foreign educational institutes, including Harvard University, University of Southern California, International Institute for Management Development (IMD), the European Business College (in France) and Kobe University. Its "market chain" management practice has also been accepted into the EU case study library stock.
Haier has reached the fourth-year milestone in implementing its global branding strategy. It will continue to adhere to the corporate spirit of "creating resources and global reputation", and press ahead with the guiding principle of "combining individuals with orders; and acting fast to get success". By pushing forward the information process recreation, Haier will establish a user-centered process of information, a global network of logistics, fund and information flow, and a global leading brand that belongs to China.