Guided by the idea of "famous brand strategy" put forward by President Zhang Ruimin, Haier Group has rapidly grown from a collective small factory with a loss of 6.5438+0.47 million yuan to the first famous brand of household appliances in China through technology development, refined management, capital operation, merger and acquisition and international operation.
At the beginning of the business, there was only one product with less than 800 employees. At present, Haier has 42 categories of brand-name products with more than 8,600 specifications, with more than 20,000 employees.
Haier started with the introduction of refrigerator technology, and now relies on mature technology and strong strength to build factories in Southeast Asia, Europe and other places, achieving a historic breakthrough in exporting complete sets of household appliances technology to developed countries in Europe.
The development of Haier Group can be summarized into three stages: the famous brand strategy stage (1984- 199 1 year), which took seven years to implement the famous brand strategy and established a total quality management system through the process of concentrating on making refrigerators.
In the development stage of diversification strategy (1992- 1998), through the extension of corporate culture and the concept of "East shines, West shines", it took seven years to successfully implement diversification expansion.
In the stage of internationalization strategy (1998-), the internationalization strategy oriented to building international famous brands is being accelerated and progressed through the strategy of taking the international market as two-thirds of the development space.
At present, Haier has developed 62 dealers and more than 30,000 marketing points overseas. Haier's development goal is to enter the top 500 in the world at the beginning of this century and create a world famous brand in China.
Looking at Haier's internationalization strategy from Haier Group's American factory
The process of Haier's creation of localized Haier brand is divided into three stages, namely, localized cognition stage, localized rooting stage and localized brand stage.
This is Haier's "trilogy" to the world:
The first step, according to the policy of "creating brand" rather than "earning foreign exchange", export products will open up overseas markets and "make a name for themselves";
The second step, according to the principle of "market first, then plant", when the sales volume reaches the breakeven point of the factory, set up overseas factories to gain "credibility";
The third step is to implement the "trinity" local development strategy and create a "good reputation" according to the localization policy.
The first step is sowing, the second step is rooting, and the third step is bearing fruit.
"Trilogy" is the development of practice, at the same time, Haier people's understanding of international management is also deepening.