3.1 History
Haier is the world’s 4th largest whitegoods manufacturer and one of China’s Top 100 IT Companies. Haier has 240 subsidiary companies and 30 design centers, plants and trade companies and more than 50,000 employees throughout the world. Haier specializes in technology research, manufacture industry, trading and financial services. Haier 2006 global revenue was RMB107.5 billion.
Guided by the business philosophy of CEO Zhang Ruimin, Haier has experienced the development stages, noted as Brand Building, Diversification and Globalization. At the 21st anniversary of the founding of Haier Group on December 26, 2005, Haier announced its 4th strategic development stage of global brand building. In 1993, Haier brand was officially recognized as a famous brand. In 2006, Haier brand was valued at RMB74.9 billion.
Since 2002, Haier has consecutively been ranked first in the row of China’s most valuable brands for manufacture of 18 products, including refrigerators, air conditioners, washing machines, televisions, water heaters, personal computers, mobile phones and kitchen appliances. Haier was ranked first of China’s Top 10 Global Brands by China State Bureau of Quality and Technical Supervision (CSBTS) for refrigerators and washing machines. On August 30, 2005, Haier was ranked 1st of China’s Top 10 Global Brands by the Financial Times.
3.2 Establishment
Haier’s global branding strategy aims at positioning the company as a local brand in different world markets in conjunction with enhanced product competitiveness and strong corporate operations. Haier’s international business framework encompasses a global network of design, procurement, production, distribution and after-sale services. Today, Haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centers and over 58,000 sales agents worldwide.
3.3 Distribution
HAIER has established an extensive sales network around the globe. Key partners in perspective markets include:
• China: Strategic alliance with Suning and Gome chain stores
• America: Cooperation with TOP 10 retailers, e.g. SEARS, Lowe's, HOME DEPOT, Best Buy, PC-Richard, Wal-Mart, Sam's, Costco, BrandsMart and Target
• Japan: Cooperation with TOP 10 retailers, e.g. YAMADA, KOJIMA and JUSCO
• Europe: Cooperation with KESA, Media Market and Carrefour
All around the world, especially in Supermarket, Hypermarket and Electronic Shop.
3.4 Philosophy
Behind Haier's success is this simple and ambitious philosophy, taking on concrete form in the attention to research and design, carried out with maximum respect for consumers and the environment.
The Group's philosophy is also reflected in the reliability of the Customer Service during the before and after-sales phases and in the resources used to create electrical and electronic appliances intended to simplify the everyday life of families.
3.5 Mission
To improve the quality of life, focusing on customers' needs. Innovation, technology, timeliness, insight, organization, distribution capacity, solidity and high quality services, are the factors that have enabled Haier to achieve important goals, often anticipating new consumer trends and styles.
Haier has developed a corporate image campaign in Asian , aimed at creating strong brand awareness, flanked by a policy clearly aimed at offering high quality and high performance product ranges. The solutions proposed, combining styling and practicality, are designed to meet the needs of Asian consumers and markets.
3.6 Culture & Values
Haier corporate culture has been widely recognized by Haier’s employees as innovative value created by Haier senior management.
Innovation is the core of Haier corporate culture, Haier’s unique cultural system cultivated and developed over the past 20 years. Haier corporate culture is guided and developed by advanced concept, innovative strategy, efficient organization, creative technology and market orientation, which have enabled Haier to grow swiftly with business expansion from China to outside world. Haier corporate culture features recognition and participation of all employees. Today, Haier is ambitious to gain worldwide recognition. To achieve this magnificent goal, Haier has had all its employees involved in realizing Haier’s ideal to be a global recognizable brand.
3.7 Customer Relationship Management
HAIER promoters are allocated at most supermarkets and hypermarkets to assist customers, to explain about their products and help customers make a choice on a product that suits them.
At their website there is also a section where people can give feedback or comments. Services start from Monday-Friday (9am-6pm).
3.9 Market Share
According to the latest data released by Euromonitor, with a market share up to 5.1 percent, Haier ranks first among the brands of white goods all over the world in term of market share and it was the first time for a Chinese company to be the number one brand in white goods industry. At the same time, the market share of Haier refrigerator and washing machine is 10.4 percent and 8.4 percent respectively, both ranking first in the industry. Moreover, Haier leads the world in intelligent home appliances integration, network household appliances, digitization, large scale integrated circuit and new materials."Innovation driven" Haier has been committed to providing effective solutions to global consumers and achieving a win-win outcome with them.
3.10 Current Marketing Objective
In current depressed market, fast speed is gained by innovative thinking and spirit.
The obtained market shares cannot be continued if no innovation is pursued. During the innovation process, innovation should be combined with speed.
The decentralized organizing structure is aimed to get the enterprise involved in the market practice. The entire process of management and production are concentrated upon satisfying the needs of both market and innovation.
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