| About the Business |
The Haier Group was
founded in 1984 with headquarters in Qingdao, Shandong Province, PRC. In
1984, Haier produced only a single model of refrigerator, today it is one of
the world’s leading white goods home appliance manufacturers. Under the
leadership of Chairman and CEO Zhang Ruimin, Haier manufactures home
appliances in over 15,100 different specifications under 96 categories.
Haier products are now sold in over 100 countries around the globe.
Haier has over 240
subsidiary companies, over 110 design centers, plants and trading companies
and over 50,000 employees throughout the world. Haier’s focused industries
include technology research, manufacturing, trade and financial services.
The global revenue of
Haier for 2005 was RMB 103.4 billion. Haier Electronics Group Co., Ltd.
(HKG:1169), a subsidiary of Haier Group, is listed on the Main Board of the
Stock Exchange of Hong Kong. Qingdao Haier Co., Ltd. (SHA: 600690), also a
Haier subsidiary, is listed on the Shanghai Stock Exchange.
On 12 August, 2005, Haier
signed an agreement with Beijing Organizing Committee for the Olympic Games
(BOCOG) in Qingdao to become the official sponsor of the 2008 Beijing
Olympic Games for white goods home appliances.
Unmatched Home
Appliance Product Offerings
Haier’s product categories
range from refrigerators, refrigerating cabinets, air conditioners, washing
machines, televisions, mobile phones, home theatre systems, computers, water
heaters, DVD players and integrated furniture, among which 9 are ranked
market leaders in China, and 3 are ranked among the top 3 worldwide in their
respective industries. Haier is also a world leader in the technology
domains of intelligent integrated home furniture, networked home appliances,
digitalization and large scale integrated circuits.
By April 2006, the Haier
Group has obtained 6,189 patented technology certificates and 589 software
intellectual property rights. Haier’s proposal for safe care water heater
technology initiative was accepted at the 66th IEC Conference in 2002 and
Haier dual drive washing machine technology was included in the 2006 IEC
standard proposal. This clearly demonstrates Haier’s world-class innovation
capabilities in product R&D.
Global Branding
Strategy
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.
In China, Haier’s 4
leading product categories - refrigerators, refrigerating cabinets, air
conditioners and washing machines - have over 30% market share. In overseas
markets, Haier products are available in 12 of the top 15 chain stores in
Europe and 10 leading chain stores in the USA. Haier is now approaching its
goal of being “local” in American and European markets via localized design,
manufacturing and sales processes. In addition, Haier has set up production
facilities and plants in the USA, Italy, Pakistan, Jordan and Nigeria.
Haier’s innovative
management principles, such as Haier’s OEC management model, “market-chain”
management and “individual goal combination” – a system of assigning
incentives-based responsibility to staff to ensure the quality of products
delivered to their customers – have gained high recognition among
international management institutes. Haier business case studies are
included in the text books of Harvard University, University of Southern
California, Lausanne Management College, European Business College and Kobe
University.
Services
With the concept of
“customers as the foundation of growth”, Haier provides a one-stop star
service to its customers. In a joint survey conducted by the China Consumer
Association and the China Enterprise Research Centre of Tsinghua University
on China’s domestic durable commodities for 2003 and 2004, 8 of Haier’s
product categories were ranked No. 1 for customer satisfaction and overall
satisfaction.
In addition to high
quality home appliances, Haier is also focused on offering best-of-breed
service solutions to its customers. Haier’s service system runs throughout
the production process from product design, production, manufacturing, to
pre-sale, under sales and after sales service. Since 2002, Haier has
successfully established a network of over 5,000 domestic professional
service suppliers to deliver timely customized service.
Where to buy |
