Under the guidance of the famous brand strategy established by CEO Zhang Ruimin, Haier Group has successively implemented the famous brand strategy, diversification strategy and internationalization strategy. At the end of 2005, Haier entered the fourth strategic stage-global brand strategy stage, and the reputation of Haier brand in the world was greatly improved. From 65438 to 0993, Haier brand became the first batch of well-known trademarks in China. In 2006, Haier brand value reached 74.9 billion yuan. Since 2002, Haier's brand value has ranked first among the most valuable brands in China for four consecutive years. Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration and other 18 products were rated as famous brands in China, among which Haier refrigerators and washing machines were also rated as the first batch of China world famous brands by AQSIQ. On August 30th, 2005, Haier was rated as the top ten world-class brands in China by the Financial Times. In 2006, Haier Group ranked first in the list of "Top 200 Asian Enterprises" organized by The Asian Wall Street Journal for the fourth consecutive year. Haier has become one of the world-class brands, and its influence is rising rapidly with the expansion of the global market.
According to the statistics of Yikang, the most authoritative market consulting organization in China, in 2006, Haier's overall share in China's household appliances market has reached 25.5%, and it still maintains the first share. Among them, Haier is still far ahead in the white goods market, and its advantages are more prominent; Haier's performance in the small household appliances market is steady, winning the small household appliances market championship with a market share of 16%. It is at the world's leading level in smart home integration, network appliances, digitalization, large-scale integrated circuits, new materials and other technical fields. "Innovation-driven" Haier Group is committed to providing global consumers with solutions to meet their needs and achieving a win-win situation for enterprises and users. At present, Haier has applied for more than 7,000 patents (including invention patents 1234). On the basis of independent intellectual property rights, Haier presided over or participated in the compilation and revision of the national standard 1 15, and formulated 397 industrial and other standards. Haier's "anti-electricity wall" technology has officially become the new national standard for electric water heaters, and Haier Air Conditioning has taken the lead in formulating "Installation Specification for Household and Similar Air Conditioners". Internationally, six technologies, such as Haier water heater "anti-electricity wall" technology and Haier washing machine dual power supply technology, have also been included in the IEC international standard proposal, which proves that Haier's innovation ability has reached the world-class level.
In the practice of innovation, Haier's "OEC" management model, "market chain" management and "integration of people and single" development model have attracted great attention from the international management community. At present, Harvard University, University of Southern California, IMD International School of Management in Switzerland, European School of Management in France, Kobe University in Japan and other business schools have conducted special case studies on this, and Haier's "market chain" management has also been included in the EU case base. Haier's "one person, one order" development model provides innovative thinking for solving the global business inventory and overdue accounts receivable, and is praised by the international management community as a management model of "keeping pace with the global business pulse".
Facing the new conditions of global competition, Haier has established a global brand strategy, launched the enterprise spirit of "creating resources and enjoying a good reputation in the world" and the work style of "one person, one person, make a quick decision, make a quick decision", and challenge itself, challenge tomorrow, build China people's own world famous brand and innovate constantly!
Yang Mianmian
Yang Mianmian, president of Haier Group, ranked eighth in the latest list of powerful women in business just released by Fortune magazine this year (2004).
Background information:
Yang Mianmian created the myth of Haier on 17!
Haier group was founded in 1984. In 2002, the global turnover reached 7 1 1 billion yuan, and a global design network, manufacturing network, marketing and service network with international competitiveness were established. Now it has 18 design center, 10 industrial park, 58800 marketing outlets and1/976 service outlets. Haier products have entered 12 of the five Dalian chain stores in Europe and 9 of the American 10 Dalian chain stores.
Ranked first among the top 100 electronic information enterprises in China.
The most respected enterprise in the world is the first. At present, it ranks fifth among global white goods manufacturers, and Haier refrigerator ranks first in the market share of global refrigerator brands. More than a dozen successful cases have been included in the MBA case libraries of world-renowned universities such as Harvard University, European Business School and Lausanne International School of Management, and have become common teaching materials for business schools all over the world.
Personal data:
Yang Mianmian, senior engineer.
Current position: Executive Vice President and Deputy Secretary of the Party Committee of Haier Group.
Gender: Female Date of Birth: 194 1.8.29 Place of Birth: Shanghai.
Political outlook: party member, Communist Party of China, CPC Education: Undergraduate Nationality: Han nationality.
1989, 1993 and 1998 were elected as deputies to the seventh, eighth and ninth national people's congresses respectively.
Personal learning resume:
1958- 1963, student of internal combustion engine department of Shandong institute of technology; 1963- 197 1 year, teacher of technical school of Qingdao Labor Bureau; 197 1- 1979, technician of Qingdao die casting factory; 1983- 1984, senior engineer of Qingdao Household Electrical Appliances Company; 1984- 1993, deputy director of Qingdao refrigerator general factory; From 199 1, Deputy General Manager and Executive Vice President of Haier Group; 1July, 993 General Manager of Haier Refrigerator Co., Ltd. ..
Major achievements and honors:
During his tenure as deputy director of Qingdao Refrigerator General Factory, he helped the director to focus on production, technology, scientific research and development, quality management and other work, so that a small factory with a loss of 6.5438+0.47 million yuan was gradually developed into a national super-large enterprise group. Haier's goal is to sprint to the top 500 in the world. At present, Ms. Yang Mianmian is assisting the President to lead all Haier people towards this goal.
1988 was rated as a model worker in Qingdao; 1988 was awarded the title of Qingdao female entrepreneur; 1989 awarded the provincial "March 8" red flag bearer; 1989 awarded to national excellent quality management workers; 1990 won the first prize of outstanding achievements in enterprise management modernization in the province; 1990 won the National Excellent New Product Award of Light Industry; 1994 awarded the title of top-notch professional and technical personnel at the provincial level; 1994 received special government allowance for outstanding talents in the State Council; 1994 won the Women Invention Award of the National Invention Exhibition; 1995 won the title of "Top Ten Outstanding Women in Qilu"; 1995 won the National Science and Technology Achievement Award; 1995 was awarded the title of outstanding scientific and technological talents in Qingdao; 1995 was awarded the title of model worker in Shandong province; 1995 won the title of the fourth national outstanding female entrepreneur; 1997 won the American International Outstanding Entrepreneur Contribution Award.
Study tour:
Tsinghua University Business Administration Training; English training in Qingdao Ocean University.
Main works:
1997 10 actively adopts international standards in terms of standards and information, promotes international trade, and creates a world-class famous brand enterprise. 1998 1 1 technology and enterprises, and strive for global competition through technological innovation. 1998 1 1 In "Management of Technology", based on technological innovation, we are going to global competition. 1995 10 participated in the international conference and exhibition on CFC and halon substitutes, and the latest progress of CFC substitution in China.
Yang Mianmian: For 20 years, I have been doing simple things seriously.
This is undoubtedly the most successful introduction project in Qingdao in the past 20 years of reform and opening up. From 1984, "Liebherr" was introduced into Qingdao, and it never stopped running in the next 20 years, becoming the first brand in China and the top 100 brands in the world: Haier.
Running with this "project" for 20 years, Ms. Yang Mianmian, President of Haier Group, told the story of that history, and a sincerity and enthusiasm that has been maintained for 20 years flowed in the air and penetrated into her face.
The conversation lasts 100 minutes, and time and space flow.
The story of 20 years ago
"In fact, the idea at that time was very simple, that is, don't let the project' yellow'."
Yang Mianmian: From 65438 to 0984, Qingdao was a wave of reform and opening up. All enterprises want to find a project that can be introduced. If they find the project, the enterprise will have a way out. At that time, there were already 40 designated refrigerator factories in China, which were basically "closed", and it was difficult for Qingdao refrigerator factory to squeeze. German "Liebherr" came to China late at that time, and we just grabbed the project and didn't introduce it. The project was robbed, but nobody came to do it. Why? Because this project needs more than 9 million loans, where can I find more than 9 million? How to return it?
More than 9 million is an astronomical figure for this enterprise.
Reporter: What was the income level of Qingdao at the beginning?
Yang Mianmian: A worker can't earn 40 yuan. At that time, it would be very useful if the leaders of this factory could borrow 65,438+million yuan. Therefore, compared with 6.5438+10,000 yuan and 9 million yuan, many factory directors can't face this project, and they have changed three factory directors in succession this year. It is also forced by the situation. At that time, Zhang Ruimin, as the deputy manager of home appliance company, advocated that "enterprises must take the road of introducing projects if they want to improve their fate". The project "Liebherr" was won by him in the Ministry of Light Industry and the province, and he promised to do it well. Zhang Ruimin is a man of great reputation, and he promised himself to do it well. Finally, Zhang Ruimin made it herself. At that time, the idea was simple, that is, the project should not be called' yellow'. At that time, there was no market concept and it was still in the era of planned economy. Many enterprises are engaged in projects, and everyone is busy negotiating imported projects. If the contract is signed, the enterprise will embark on the road of reform and opening up, so everyone is pushing the road of introducing projects, and the enterprise will suddenly enter the open era from closure.
"Zhang Ruimin's sincerity touched others, and the seriousness of the Germans shocked me."
Reporter: How to solve the 9 million funds needed for the project?
Yang Mianmian: Finally, many people were persuaded and moved by Zhang Ruimin and dared to decide to invest in this risky project. He works very seriously, sincerely and carefully. For example, he went to Beijing to approve import projects, and it was freezing in winter, and he even went by train while standing. In order to save some energy, he took Mazar on the bus, bought some peanuts on the way, and approved import projects for a completely unknown collective small factory. Persuading and talking repeatedly about the vision of this imported project really depends entirely on him. This project
Reporter: What was this "vision description" like at that time?
Yang Mianmian: This means that the investment can be recovered in a few years. However, when the project was demonstrated in Qingdao, a large table of people made comments at the Huanghai Hotel, and almost all departments were not optimistic about the project. Not a penny, just a few plots of land and a few broken houses. No one has the heart to introduce equipment that he has never seen or understood. For training, I went to the city library to find a book about how to make a refrigerator. I really found a book called "Refrigerator" by Shan Dake. Upon inquiry, this man is a professor at Shanghai Second Military Medical University. I hurried to Shanghai to look for him, thinking that he would make a refrigerator. Then I invited him as a consultant and asked him to give us a lecture. What's with the refrigerator and the foam? What are refrigerators, compressors and condensers? He instilled it in us from the beginning.
Reporter: How do professors at Military Medical University make refrigerators?
Yang Mianmian: He studied pharmacy. Drugs should be kept in a low-temperature refrigerator. At that time, there was no refrigerator. At that time, many people in the army were self-reliant, so he studied and made his own refrigerator. We also sent the technical department to Beijing Snowflake Refrigerator Factory to "secretly" visit and study, and draw our own drawings according to the parts brought back. Then, Mr. Shan used his indigenous method to tell us how to make a refrigerator.
Reporter: How dirty is it?
Yang Mianmian: Workshop style, completely a small workshop. For example, the foam layer between the refrigerator liner and the box is made of two materials, one is called "black material" and the other is called "white material". Let's get a bucket, add white and black materials to the bucket, and put a drilling machine with big wings to stir. As soon as you stir it, pour it in. If you pour it slowly, it won't bubble. In this way, in the case of ignorance, just to catch up with this general trend and take the road of introduction, the research on refrigerators began. At that time, I really didn't think that this refrigerator would come to this point, and Haier would come to this point. At that time, I thought that General Manager Zhang would only work for two years at most. He went back, I went back, and I ended up doing it for so many years.
Reporter: How do you evaluate the role of the introduction of this project in Haier's development?
Yang Mianmian: This kind of introduction has sown a seed, which is also an open seed, prompting us to carry out a series of reforms. Personally, the biggest gain I got from this introduction is that I have never seen anyone work so hard. An ordinary German operator who makes fruit and vegetable boxes injected a fruit and vegetable box, and he appreciated it. His action should be called an inspection, but what I see in his eyes is an appreciation of myself. This spirit touched me, and I suddenly saw that there are such serious and responsible people in the world. This worker touched me for a long time and gave me a shock in my soul. I think we should do the same. If you want to improve yourself, you must start from doing things seriously. This spirit has a great influence on Haier's whole career: work should be like them, and every product should be made into its own boutique, and they are also willing to appreciate it. So Liebherr's technology was introduced from a high starting point, and our work speed is very fast. In that year, we did 654.38+00000 units, which immediately took effect, and we saw the benefits that year.
20 years of sustainable development
"Development is an addiction. Haier has dreams and keeps making progress."
Yang Mianmian demonstrated to reporters with Haier's mobile phone: Haier's mobile phone is not broken.
Reporter: The 20 years of Haier's growth is also the 20 years of Qingdao's reform and opening up as a coastal open city. "A brand drives a city's brand strategy"?
Yang Mianmian: Haier's understanding is that "there is no brand in China". Of course, we must start from home! Qingdao's reform and opening up closely followed the pace of the country, providing a guarantee for Haier's development. Haier's success has given great confidence to enterprises in the same city. Some enterprises think that if Haier can do well, we will certainly do well. This is also an enterprise in Qingdao. In addition, for example, the intelligence of enterprises at the operational level, enterprises in the same city are also close to the advantages of the moon, which has driven a number of domestic brands to jointly promote Qingdao to become a national brand-name city.
Reporter: How did the rapid development of 20 years come from?
Yang Mianmian: Enterprises should keep developing and have higher and higher goals. In the process of improving your goals, the demand for your products is getting higher and higher, and your reputation is getting higher and higher. Your product has become the demand of others. What you do has social value, which will stimulate you to do better, and new goals will emerge. Later Haier overtook Liebherr. Liebherr said, because you have a dream in your heart, this dream is the goal of continuous progress. Haier can surpass Liebherr by making continuous progress, listening carefully to users' needs and satisfying them. Such development and transcendence is an "addiction".
Reporter: How did Haier accomplish one goal after another?
Yang Mianmian: Mr. Zhang is very sensitive to making decisions in advance, and makes changes before they are needed. He is constantly looking for the breakthrough point of the enterprise. When he finds a breakthrough point, he will pull out a higher goal, and other places will immediately expose problems, and everyone will solve these problems immediately; Only by improving, he found a new breakthrough point, then solved the problem, and then broke through, pulling the enterprise up a little bit, approaching the highest goal, and creating an independent world-class brand.
Reporter: Before retiring, Mr. Zhang proposed to make Haier the most influential 10 brand in the world. How confident is he?
Yang Mianmian: As long as we set a goal, we must achieve it. For an enterprise of Haier's size, there is only the result of life and death. Failure to find the development goal means death. If you find it, there will be hope, but the road is still difficult, and it depends on the management of every employee of Haier.
postscript
Simple things, after 20 years of hard work, Haier should calm down and take it slowly. Although we all know that the core of Haier culture is innovation, but innovation is to land, how to land? There are no myths and legends. Haier has only been doing simple things seriously for 20 years. What's not simple? It is not simple to be able to do a very simple thing, but to be recognized by everyone thousands of times. What do you mean it's not easy? It is not easy to do the easy things well. Haier has been serious for 20 years. Many people learn from Haier, why can't Haier's management model move away? It's too boring, too serious and too difficult, so learners give up soon. Yang Mianmian said that people have three quotients: EQ, IQ and resilience quotient, and resilience quotient is the most difficult to achieve.
It took 20 years to do simple things seriously, and today's Haier came into being.
Zhang Ruimin
194965438+1born on October 5th, Laizhou City, Shandong Province.
1984 65438+February as director of Qingdao Refrigerator General Factory.
1995 obtained the MBA degree from China University of Science and Technology.
1997 1997 won the Outstanding Chinese Achievement Award of Hong Kong Asia Weekly in February.
1999 chairman
1999 12 was named "30 most respected entrepreneurs in the world" by the Financial Times, ranking 26th.
In May 2000, he was appointed as CEO.
The most successful experience is to change and win in change.
The deepest lesson is to always be conscientious and always walk on thin ice.
The biggest regret is that we have done many things that others wanted to do but failed to do, but there are also many things that we wanted to do but failed to do.
The most important turning point was 1984, when the deputy manager of Qingdao Household Appliances Company was appointed as the director of Qingdao Refrigerator General Factory.
The most influential book is Drucker's management work.
The most influential person, Jack Welch.
CEO of Haier Group
"Haier Phenomenon" makes Chinese people excited, and at the same time, it also triggers the media at home and abroad to dig deeply and speculate on "Haier Truth". No matter how big the storm is, Haier stands firm. The outside world commented that Haier's going to the United States is too risky. Zhang Ruimin responded in a decisive tone. "If you don't go, the risk is even greater!" Haier is still the same Haier, and CEO Zhang Ruimin smells like a leader.