Haier's development starts with 1985, when the factory director Zhang Ruimin smashed 76 unqualified refrigerators with a sledgehammer.
In the past 25 years, Haier Group has developed from a small collective factory with a loss of14700 yuan to the first brand of household appliances in China with a global turnover of165438+0.9 billion yuan in 2008, and gained an increasingly high reputation in the world.
In March 2008, Haier was selected as the "Top Ten World-class Brands in China" by the Financial Times for the second time.
Haier Group is the first brand of white goods in the world and the most valuable brand in China.
Haier has established 29 manufacturing bases, 8 comprehensive R&D centers and 65,438+09 overseas trading companies, with more than 60,000 employees worldwide, and has developed into a large multinational enterprise group.
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.
After 24 years' efforts, the reputation of Haier brand in the world has been greatly improved.
In 2009, the brand value of Haier was as high as 81.200 million yuan. Since 2002, Haier's brand value has ranked first in China for eight consecutive years.
Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration and other 19 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.
In March 2008, Haier was selected as the "Top Ten World-class Brands in China" by the Financial Times for the second time.
In June 2008, Haier was ranked 13 in Forbes "Top 600 Most Prestigious Enterprises in the World", which is the highest ranked enterprise in China.
In July 2008, Haier Group ranked first in the list of "Comprehensive Leadership of Mainland Enterprises in China" for five consecutive years in the "Top 200 Asian Enterprises" organized by The Asian Wall Street Journal.
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 latest data released by Euromonitor, a world-renowned consumer market research organization, Haier ranks first among global white goods brands, with a global market share of 5. 1%.
This is the first time that China white goods have become the first brand in the world.
At the same time, Haier refrigerator and Haier washing machine rank first in the industry with the global market share of 10.4% and 8.4% respectively.
Haier is also 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 is committed to providing global consumers with solutions to meet their needs and achieving a win-win situation for enterprises and users.
By the end of 2009, Haier had applied for 9,738 patents, of which 2,799 were invention patents, ranking first among household appliances enterprises in China.
In 2009 alone, Haier applied for 943 patents, including 538 invention patents, and applied for 2 invention patents on average every working day.
On the basis of independent intellectual property rights, Haier participated in the formulation of 23 international standards, including 7 international standards such as powder-free washing technology and electric wall technology, indicating that Haier's independent innovation technology has been recognized in the field of international standards; Haier led and participated in the compilation and revision of 232 national standards, of which 188 were published, and 10 won the national standard innovation contribution award; Participate in the formulation of standards such as 447 industry.
Haier is a home appliance enterprise that participates in the most international standards, national standards and industry standards.
Haier is the only representative of a developing country enterprise who has entered the management decision-making level of the International Electrotechnical Commission (IEC). In June 2009, IEC selected Haier as the world's first "standard innovation practice base".
In the practice of innovation, Haier's management mode of "overall control, clear and clear", "market chain" management and "one person, one party, one day finished, one day cleared" 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.
More than 30 management cases of Haier were written into the case base by global 12 universities, among which the management case of "Haier culture activating Huck Fish" was included in the case base of Harvard Business School, and the management of Haier's "market chain" was included in the case base of EU.
In 20 10, Haier entered the fifth year of implementing global brand strategy.
Haier will continue to carry forward the enterprise spirit of "creating resources and enjoying a world-renowned reputation" and the work style of "one person, one person, making a quick decision", further promote the information process reengineering, take the independent operation body of one person as the fulcrum, and strive to build a system that meets the dynamic needs of users through the business model innovation of "supply on demand under zero inventory, combining reality with reality", so as to make continuous innovation for users and build China's own world-famous brand!