Haier

Haier: Independent Innovation for Global Brand On recent issues of People's Daily and Economic Daily published the reports on Haier's 20-year experience in technical innovation and endeavors to become a global recognized brand. On October 24 People's Daily, an article, captioned China Must Have Global Companies, written by Haier CEO Zhang Ruimin, was published in the column of Times of Brands. In the article Zhang iterates that, "China must have global recognizable brands. It is not something argumentative, but compulsory;" "Brand stands for a sort of resource. No matter what business the enterprises may belong to, the common issue is that Chinese enterprises have to stand to win global recognition in terms of innovation;" "We are trying to transplant Haier's SBU Management for overseas business management. The core concept of the SBU Management emphasizes the significance of individuals who are required to take the responsibilities to the market. Haier¡¯s overseas executives have put Haier's business management concept in practice for acquisition of valuable orders" On Page 1 of October 25 Economic Daily, an article, captioned Haier As the Evidence, was published as the leading story, which is comprised of three sections, namely People Pursuing Dreams, Tenacious Persistence, and Unchangeable Soul. "How does Haier make such significant success? In fact, Haier has long had a dream to gain worldwide recognition for which Haier people have spent time and energy to be concentrated in realizing Haier's ideal," writes the article, "A Chinese saying goes 'one can never know the difficulties unless he has the experience'. Haier has witnessed many difficulties in the process of globalization package practice. Obviously, Haier would not make current success if Haier did not persist tenaciously." "Every individual is a market and has to face market pressure. The philosophy changing market pressure into motivation of employees to carry out innovation for personality development is a rule to measure the value of different cultures." To approach the goal specified by China's Eleventh Five-Year Plan, "to facilitate establishing enterprises possessing independent intellectual property rights and name brands and competitive in global market", the People's Daily and Economic Daily designate Haier as an example in terms of report. This indicates that Haier's independent innovation and globalization strategy are in line with the policy of the CPC and China's central government. .