Haier

At 9:00 AM of Feb 6, 2015, the Exchange Meeting on Haier’s Business Models 2015 – Innovation for the Internet Age was got started in the international conference center of Haier Central Research Institute. The topic of the meeting was “focus on user detonation, push the 2 platforms”.

After group leaders as well as representatives of small / micro business owners, enrolled staffs and online staffs saw the film that summarized achievements of pushing the 2 platforms in 2014, the meeting entered the stage of commending entrepreneurs to publish winners of the 3 golden prizes of 2014.

Among the 39 platforms of the group, 23 were awarded. In detail, 8 platforms won all of the 3 golden prizes, 6 won 2 golden prizes, and 9 won 1 golden prize. The CEO Zhang Ruimin presented prizes to the representatives of the platforms winning all of the 3 golden prizes, such as “690 Smart Interconnection Platform”, “690 Diet Ecosphere Platform”, “1169 RRS.com”, “1169 Smart Logistics Network” and “1169 Real Estate Platform”.

The prize presentation was followed by the joint performance “Entrepreneurs’ Vigor Show”. The entrepreneurs ranked from 1st to 8th in the activity “Songs of the 30 Years” created a hot music feast for the attendants.

Subsequently, excellent entrepreneurs and small / micro business owners from Haier’s platforms shared their practical experience. Innovative achievements made in “focus on user detonation, push the 2 platforms” were shared by “1169 Vehicle – based Microenterprise Team”, “690 Small / Micro No – clean Pulsator Team” as well as the guest hosts Prof. Hu Yong and Wang Qin.

First, “1169 Vehicle – based Microenterprise Team” and its guest host, Professor Hu Yong (a journalism and communication professor or Peking University), went up on the stage to explain how they successfully transformed the traditional “Vehicle – based Microenterprise Team” to the present mobile e – commerce platform. Over the last year, they built a parallel information platform by removing the 70% intermediate layers, to allow barrier – free access of resources. Based on order signing by online staffs, the synchronization between users’ commends and staffs’ incomes was successfully detailed to nodes, and staffs’ benefits were directly hooked to users’ comments. This absolutely changed positioning of staffs and vehicles, and truly realized use – pay – wage against comments.

Afterwards, “690 Small / Micro No – clean Pulsator Team” and its guest host, Prof. Wang Qin (director of Enterprise Management Research Room of “Institute of Economics Chinese Academy of Social Science”) shared how to acquire user traffic and activate stock users. As emphasized by the head of the team, it is necessary to find out users’ “G spots” and continuously learn user demands for the purpose of in – depth interaction and user involvement. Under the fully – ecological platform, they finally realized the quadruple growth (from 50,000 to 20,000) based on self – collaboration, self – driving and self – occlusion. “The ‘small / micro’ leads us to product owners. User – pay – wage brought off parallel connection of us. Fans are essential for detonation. Taking the lead must be based on quick iteration.”

On the later stage of the meeting, Zhang offered strategic guidance around the topic of the meeting. He said: “The development in 2015 can be summarized as ‘For detonation and leadership, everybody should be an entrepreneur’.” “Everybody should be an entrepreneur” is essential for direction of reform of the whole group. The group, as a whole, will turn to an investment platform from a controlling organization, and every staff will be no longer an executor but an entrepreneur. This is ultimately aimed at detonation and taking the lead. Detonation refers to detonate user traffic, but may be a flash in the pan. Therefore, it has to be ultimately transformed to taking the lead.

With the example of ThundeRobot, Zhang explained that in the era of Internet, an entrepreneur must be integrated with users to bring out the best user experience in a zero – distance, decentralized and distributed way. He said: “User traffic, user royalty and user scale growth are the prerequisites for success of an enterprise.” In respect of the 2 platforms, he said: “Everybody should be an entrepreneur’ is the premise for detonation, and the premise for ‘everybody should be an entrepreneur’ is the 2 platforms, investment - driven platform and user – oriented pay platform. Every entrepreneur needs driving. One driver is investment, since marketization has to be driven by venture investment. The other driver is user – oriented pay platform, which permanently keeps connection between entrepreneurs and users.”

How to create detonation out of nothing? Zhang said: “We don’t need to be hurry or flurried. We must implement it in two forms – the Two – dimensional Lattices Form and the People – Goal – Wage Incentive Balance Form.”

“There is nothing noble in being superior to some other man. The true nobility is in being superior to your previous self.” Zhang closed the meeting with a sentence quoted from the True Nobility (Hemingway). “Overturn is inevitable in the era of Internet. I wish in 2015, everyone can achieve real nobility in true repentance in 2015.”