Branding Stage
Smashing of defective refrigerators has turned out to be the urge for brand. In 1985, 76 Rui Xue refrigerators were found defective. Zhang Ruimin ordered workers who had made these refrigerators to destroy them in public using sledgehammers. In this way, the quality awareness of employees was awakened and the Branding Strategy proposed by Zhang Ruimin was further strengthened. Quality is and will remain the essence of business sustainable, whether in the past, present or future.
Summary: Focusing on refrigerator, Haier explored and gathered experience in corporate management to lay a solid foundation for its later expansion. A localizable mode of management was established.
1985 When 76 refrigerators were destroyed for poor quality, the quality awareness of employees was awakened
1986 The General Refrigerator Plant was put into operation
1987 Visitors from 48 countries visited the General Refrigerator Plant
Qindao-Liebherr won the first National Quality Gold Medal in the Chinese refrigerator industry
A snapshot of Qingdao Consumer Appliances Factory (later renamed as Qingdao General Refrigerator Plant)
1990 Qingdao General Refrigerator Plant received the National Quality Management Award
December 20th, 1991 Incorporation of Qindao-Haier Group and press release
1992 ISO9001 certification
1990 Qingdao General Refrigerator Plant received the National Quality Management Award and the UL (US) certification in the same year