Haier

In the interview of CCTV Dialogue ProgramHaier CEO Zhang Ruimin talks about new.. On November 5, 2005, Mr. Zhang, as a guest anchorman, and Chen Weihong, a professional anchorman of CCTV, jointly hosted The Dialogue, a program of CCTV in Beijing Century Broadcast Hall. In an interview, Zhang made comments about Geely Automobile, a representative new brands, and Tsingtao Brewery, a representative of old brands. When talks were focused upon "Who faces more difficulties, new brand or old brand", both Jin Zhiguo, president of Tsingtao Brewery, and Li Shufu, president of Geely Automobile, believed their own company met more difficult situation. Zhang's comment was as follows: Both new and old brands should maintain the competing attitude as being good or not good cannot be judged by being new or old, but by competitive power. Every brand development process is comprised of three stages, initial, trial and mature periods. I felt the greatest pressure in the third one as you have to challenge yourself. It is difficult. Sometime, you are satisfied about yourself, not challenging yourself. From this point of view, Haier put forward the spirit of innovation. When talks were focused upon "business strategy of new and old brands", Jin iterated that the mechanism should be established for training and differential products, while Li believed that counterespionage, follow-up and all-direction cooperation strategy play a significant role in defeating competitors. Zhang said as follows: As for an enterprise, defending is not recommended as attacking is the idealist defending. Every enterprise must keep the attacking status. The tactics that I recommend to business performance is "Ten Against One". The "ten" means all resources and power that we have had while "one" means the weakest point. We try all our efforts to solve the most significant shortcoming which our competitors might not pay attention to. For instance, many Japanese believe that plastic inner tub of washing machine may be harmful to underwear. We replace plastic by stainless steel. As a result, Japanese consumers soon welcomed Haier washing machines. Either attacking or defending, or combination of both attacking and defending, the purpose is just the same, it is brand building. What does brand building mean? It means creation of market demands. No matter where you are, you must maintain a healthy psychological mode, ie. "Considering myself always wrong". Only in such mode, could we learn from customers, realize market demands and opportunities to develop in fierce competition, create market demands and grow brand competitiveness. (This program will be broadcast on CCTV Channel 2)