Haier

Haier CEO Zhang Ruimin raises 3 factors of "Own Brand Manufacture" At the "2005 China's Summit for Innovation and Brand Building" held by Economic Daily on November 5, 2005 in Beijing, Haier CEO Zhang Ruimin delivered a speech on OBM experience. Haier has been widely recognized for outstanding performance for OBM approach. Attending senior officials of China's central government were Li Changchun, member of the Standing Committee of the CPC Political Bureau, Lu Yongxiang, Vice Chairman of the National People's Congress Standing Committee, Chen Zhili, State Councilor and Li Guixian, vice Chairman of the CPPCC. Mr. Zhang Ruimin raised the points of spirit, resource and development form of brand building, the 3 factors of Haier's concept for brand building in the world market: The spirit is the precondition of global brand building. Every enterprise should incorporate the spirit in manufacture and management. The spirit of brand building is to satisfy the market demands. Haier's spirit is to fully satisfy consumer's demands. Resource is support of brand building. Compared with global players, Haier is far behind in terms of human resources and should develop resources with innovative concept and differential products. Development pattern is the guarantee of brand building. Haier's development pattern is Individual-Goal Combination, not simply copying the way of others, to made significant achievements. Speech of Mr. Zhang Ruimin attracted attention of and was highly appraised by the participants. Haier CEO Zhang Ruimin raised the points of spirit, resource and development pattern of brand building for Haier¡¯s OBM concept.