Haier Group, headquartered in China. Haier Group

World's fourth largest manufacturer of China's most valuable brands. Owns more than 240 corporate units, more than 30 countries around the world local design centers, manufacturing bases and trading companies, employs more than five million people worldwide focus on the development,,, the four pillar industries, has developed into a global business amount of more than 100 billion yuan scale multinational group.

CEO of Haier Group established under the guidance of brand strategy, has the implementation of brand strategy and diversification strategy and internationalization strategy, the end of 2005, Haier entered the fourth strategic phase - stage of global brand strategy, Haier brand reputation in the world has increased significantly. Haier brand became the first well-known trademarks in China;, Haier brand value up to 74.9 billion, since 2002, Haier brand value fourth consecutive year of China's most valuable brand list. Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration products was named in 18 Chinese famous brand, including Haier refrigerators, washing machines, AQSIQ has also been world famous as the first batch of China, 2005 on August 30, Haier is the United Kingdom In 2006, Haier has been among the ranks of world-class brand, its influence is expanding as the global market and rapid increase.

】 【market position

According to the most authoritative advisory body to the PRC, market statistics: In 2006, Haier in China's home appliance market share has reached 25.5% overall, maintaining share in the first. Among them, Haier in white goods market is still far ahead, and the advantages more prominent; in the small appliance market, Haier solid performance, with 16% market share in the small appliance market reelection as champion. In the smart home integration, network appliances, digital, large-scale integrated circuits, new materials technology in the world leading level. At present, Haier breakthrough 7000 total patent applications (including patents 1234). On the foundation of Haier 115 sponsored or participated in the preparation of revised national standards, the development of industry and other standards 397. Haier Internationally, the Haier Water Heater

】 【management practice in innovation, Haier explore the implementation of the the United States Harvard University, University of Southern California, Switzerland,Coach Shoes, IMD International Institute for Management, European School of Management, France, Japan, Kobe University School of Business specifically for this case study, the Haier Haier Faced with the new conditions of global competition, Haier established global brand strategy, start out of China's own innovation and sustained world famous!

】 【identify the meaning of the new logo Haier composed of Chinese and English, compared with the original logo, new logo lasted 20 years, Haier brand culture evolved at the same time, greater emphasis on the design of the new era sense. English flag each of the strokes is more concise than before, a total of 9 program, . English Haier is the core of the new logo design speed. Because in the information age, the rate of organizations and individuals are required to speed faster. English flag style is simple, dynamic, progressive. The overall structure of the English simple new logo shows a more flat organizational structure Haier; each person more dynamic on the global market faster response. Chinese Haier's new logo, is a traditional Chinese script, is the core of its design: dynamic and balance; style is: change in stability. Haier two calligraphic font, each a sum of all implies vitality, strong flying visually dynamic, full of vitality, meaning the Haier brand in order to achieve the goal of creating the world, eclectic and innovative. The Art of War, said, Haier continues to break the balance of innovation, but also remain relatively stable, so the er Haier idea

【】 1. something from nothing - Haier Culture

2. Haier Haier corporate culture, entrepreneurial spirit, work style interpretation

everyone is a talent, not race horses - Haier talent

3. everyone is a talent not race horses combined licensing and supervision of personnel, talent, wealth of talent today, not tomorrow or the talent TVM: Haier's br> 4. first seek potential,Hermes Birkin Bag 30CM, after the profit - Haier's strategic concept

four stages of the development of innovative strategies to eat

What is one person who single-T model T single-mode unity and the promotion of T model 4T

6. enterprises like the ball on the slopes - Haier's OEC management Nissin High Law

OEC Management Act slopes of what is simple ball? What is not easy? On the matter, Albert, Nissin High 6S management control of the three elements of the nine basic principles: 5W3H1S

7. The market is everywhere, everyone has the market - Haier's market chain

market chain market chain process reengineering BPR three stages of the market chain, , Zero, zero working capital to do the right thing and doing things right speed, innovation, SBU

8. the brand is a fan, the user for the division - the Haier brand marketing

excellent products are excellent people to drop out of the refrigerator within the country the story of the value of non-name brand to fight war not on price

9. corporate survival of the soil is the user - Haier Service Concept

to sell credibility Act after selling products only in boats off-season thinking, no off-season market, change the rules of the market is always changing to create moving user is always the problem of the market is fixed on the subject of our innovation market reputation will not create the market, said Haier my ability I smile

10. go out to walk in, go to - the internationalization of Haier

without first tackling the difficult within the instability is not strong without outside financing of three one-third of a trinity of three of the five global record of three competing international go out into it to go, go to

11. The essence of management is not

- Haier's management of the Road

never fear, always treading on thin ice three-step method to solve the problem management is the principle of leveraging 80/20 10/10 Haier motto

12. sincere forever - Haier's image

product image Group image of the phrase in the English language standard font Haier Haier Haier mascot flag Haier market chain synchronization process model

】 【Haier in the United States April 30, 1999, Haier in the U.S. South Carolina, established the United States, Haier Industrial Park, the park covers an area of ​​700 acres, with an annual output capacity of 50 million units. 2000 formally put into production and household electrical appliances, and through high-quality and personalized design gradually open the market. This means that the first

2002 年 3 5 March, Haier New York, bought the Greenwich Bank Building in the City, as the North American headquarters. Haier this is a qualitative leap forward and represents the commitment the U.S. market Haier, Haier is going to take root in the United States. Haier reputation as a fragrance

the U.S. market, Haier to expand market share, but also left a reputation for the U.S. consumers get praise. Designed to fully meet consumer demand for personalized, product line from a single small refrigerator, small freezer, into the mainstream brand to compete with large product groups, product design, won the 2003 U.S. July 1, 2004, the U.S. Joint Target stores in New York reached with Haier 7 hours amazing sales record of 7,000 air conditioning units. Selling this rare phenomenon, caused by the American appliance retail Weekly

present, Haier products have been successfully settled in the United States top 10 chain group, and won the

Haier in the United States contribution to society by local recognition and praise. South Carolina in recognition of investment and Haier's contribution to local development, open city where Tim Burton in 2001, Kershaw County Government factory a free road to the city named Chinese Consul General Liu Biwei couples in New York to visit the U.S. headquarters of Haier -

3 11, Chinese Ambassador Liu Biwei Consul General and Mrs. Michael, president of Haier America should be invited, to visit and see Haier America Haier headquarters staff. Commercial Counsellor Consulate General to the Court, accompanied by the occupation. Mike, accompanied by Mr. Liu and his party visited the headquarters building consul, and introduced the company's operating situation of Haier America. Consular representatives of the Consulate General Manager Liu Haier's U.S. employees to express our condolences, he said, not only in China, Haier a household name, famous in the international community has had. Haier America had heard that the headquarters is very beautiful, a look deserves its reputation today! China's enterprises in the high cost of land on Broadway in New York to buy this building, as a Chinese, as the representative of the Chinese government, deeply happy and proud! Hope that more Chinese enterprises to enter the United States. He also said that China is the duty of diplomatic institutions abroad for economic development. Consulate General willing to serve, including Haier, including the development of Chinese enterprises in overseas assistance. Mr. Liu consular last wish Haier actively explore in the U.S. market, continuous improvement, better and better.

】 【Haier in Europe Feb. 28 -3 3, Milan,Nike Air Force, Italy, New International Exhibition Centre, the international refrigeration and air conditioning heating, sanitary ware and bathroom equipment exhibition. Milan Bathroom Fair is the world's heating, cooling, sanitary equipment and valve products one of the largest professional event. Haier air conditioning launch of the

the birthplace of the world's home appliance industry, with many of the world's leading appliance brand Haier refrigerator technology is from Germany. Since 1990, the first export to Germany 20 000 Haier refrigerators, Haier appliances to the European market, sounded the clarion call.

2001 年 6 19, the acquisition of Haier Group, the Italian Mainigaidi refrigerator factory, coupled with Haier in Lyon, France and the Netherlands, Amsterdam, the design center, marketing center in Milan, Italy, Haier truly realized in Europe Haier's white goods will not only have a production base in Europe, but also have the participation of local manufacturers to organize and conditions of access to information, so as to achieve in Europe, laid a solid foundation.

2001 年 7 to 9 March, the biennial International Consumer Electronics Fair in Cologne, had begun again. Haier is the expo area of ​​the largest (1,000 square meters) of the participating enterprises, and introduced to meet the needs of the 58 European market categories 159 specifications and varieties of new products, especially first-time appearance in the European market 10 categories of 28 species of space series of network size appliances, attract the attention of many exhibitors.

Haier products with high quality, personalized design and speed advantage to establish their own brands.

2002, Haier products 6 Refrigerator first to achieve the standards of the European A + energy consumption in Germany, the Netherlands, Belgium, Lu four countries, consumers reach for every purchase of a Haier A + energy consumption standards for refrigerators, the government awards 100 euro, Haier has dramatically brand competitiveness, sales growth of 15 times in three years. In 2003, in London,

2005 年 1 month,Burberry Sunglasses, in the United Kingdom, Haier refrigerators are Ethical Consumer magazine as the best-selling products; in Germany, Cologne, Aachen municipal government and a drum washing machine in the bulk purchase tender, Haier Washing Machine After many rounds of competition, and finally defeated a number of other well-known international brand, has won orders for large quantities of municipal cities. In Russia, the Moscow subway tunnels drop in government procurement projects, Haier 42-inch plasma products, the successful bidder for its excellent value for money.

2005 年 4 months, Haier refrigerator Aerospace frequency search in the Italian city of Virgin Europe held a news conference. Which products are energy saving and environmental protection both breakthrough innovation, many home appliance business to leave a deep impression, just three months into the highest speed of the high-end product sales.

show in Paris, France, Haier Haier introduced to the French client products, constitute the Haier brand of globalization is full of images of the localization element, which is a global brand strategy Haier vivid interpretation.

【】 in the Middle East in 1993, Haier, Haier brand refrigerators and other products began to Middle East market. Middle East in order to meet the special needs of consumer products, Haier have developed a large-capacity washing machine, large refrigerator, tropical air, the Arabic television and other products. By the local consumers. Designed specifically for the Middle East which, with its large capacity washing machines, water superior performance characteristics, all the rage.

to 2000, Haier has set up initially in the Middle East region covering most of the countries throughout the dealer network.

2001, Haier TV New Products in Saudi Arabia, UAE, Kuwait and other Middle East countries in traveling exhibitions to Long Pao 『』, 『』 United States and the United States, represented by high-9 series, the balance of the Haier 20 TV debut the same time the Middle East: Arabic screen display, high definition, super signal receiving, wide voltage and the local quality of design and quality, so that people understand the Middle East, Haier products.

Haier products are welcomed in the Middle East, from Haier in the implementation of the strategy. The end of 2001, Haier and partners in Jordan and Syria, jointly set up Haier Middle East Trading Company, and with partners in Jordan to establish the Haier Middle East, electrical plant. October 2003, Haier Middle East, the factory produced the first electric televisions, washing machines smoothly off the assembly line; December, officially began production of air-conditioning products. Local production and sales of Haier products quickly to meet consumer demand in the Middle East, but also to elevate the Haier products in the Middle East market competitiveness, the use of the Pan Arab League of tariff preferences between the countries in the Middle East within a very short time opens a new market situation, successfully entered a number of previously inaccessible markets. Haier Washing Machine has become the number one market share.

end of 2003, Haier has three factories in the Middle East, which are located, Iran and Syria, production, refrigerator, and wave turbines, drum machines, and other products, and has established a Middle East effective service system.

2004, the Iraqi local organizations for the postwar reconstruction to the bulk purchase of refrigerators. Among the many brands in the bid, Haier refrigerators as the only successful product. Tropical desert climate of Iraq, the summer maximum temperature above 50 ℃, the local consumers the speed and effectiveness of the refrigeration refrigerator demanding. Haier through the local dealer network to keep abreast of the changing needs of local consumers to quickly enter the huge market in the Iraq reconstruction.

2005 年 3 1 May, Haier Middle East Industrial Park, opened in the Jordanian capital Amman. Haier Haier Middle East Industrial Park will be localized in the Middle East development, production and sale of

】 【Haier Haier in the Asia Pacific market with a record of good reputation in Europe and America to a commanding height of the potential of developing countries into Southeast Asia, April 2001, Haier Industrial Park, the second overseas foundation in Pakistan, in 2002, The first washing machine in Pakistan Haier Haier Industrial Park off the production line.

in India, Haier has grown to nearly 3,000 sales outlets, 14 Haier showrooms. Haier products from the refrigerator, air conditioners, washing machines, dishwashers, microwave ovens and other white products quickly to the TV, DVD, mobile phones and other black products expansion. As at present, Haier has entered the top 10 dealers in India 8.

other areas in Southeast Asia, Haier has been staged in Malaysia, Indonesia, Bangladesh, Vietnam and other countries to establish factories in Singapore trading company. Haier market development in Southeast Asia has entered a fast track.

in Australia, in April 2004, Haier title the way the first time in sports,Louis Vuitton Online US, Melbourne, Australia's first star of the Tigers basketball team captain (former NBA basketball star) 安德鲁盖茨 and Haier signed an agreement official endorsement Haier notebook. Early November, the Australian national authority of the certification body in the refrigerator market in the Australian product was , and three energy-saving refrigerator energy consumption levels have far exceeded the standard.

In New Zealand, the end of September 2002, Haier products first appeared in the New Zealand market Dengtang, immediately recognized by consumers, to the local appliance markets strong shock wave. New Zealand in October issue of 6 large washing machine brands.

Indonesia is ASEAN's biggest countries and economies, but also many international brands competing for the The picture shows the downtown streets of Indonesia, Haier brand and other international brands each other.

【Japan】 Japan, Haier is recognized in the kingdom. Japan's home appliance industry leading technology, high level of product refinement, demanding consumers, and the locals made a strong sense of brand protection,Coach Handbags, so to penetrating the Japanese market, deterred foreign appliance brands.

1 month, Haier and Sanyo Co., Ltd. joined forces to achieve strategic relationship. Haier to user needs as the center, with a strong design and manufacturing capabilities, continue to develop to meet the needs of local consumers the products in Japan.

2002 年 10 months, the highest honor on behalf of design awards announced G-MARK, Haier's Both specifically designed products for the Japanese market, to meet the needs of the new generation. In 2003, for the female consumer launch of the , large-scale landing in Japan, the perfect solution for large Japanese small family complained about the washing machine ... ...

2003 年 8 months, Haier Ginza in Tokyo, Japan - one of the world's four prime locations, put up an ad license, marking the sudden emergence of Haier household appliances market in Japan, but felt the Japanese home appliance companies.

Up to now, Haier products have entered the BIC CAMERA, BEST, KEIZU and other large chain stores in Japan to conduct a comprehensive sales, and into Japan's largest supermarket AEON, with the formation of strategic partnerships. , The Japanese shopping magazine merchandise authority

product sales in Japan, while Haier, Haier spirit broadcast EGL. October 2004, a history of Haier for the creation of the original film --.

Haier entered Japan two and a half hours, over a million units sold in Japan. July, Haier to degrees.

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press conference was over, dozens of journalists swarm, microphone, interview, cameras surrounded the chief Zhang!

, in my history as a prototype of the Group's movie business,

in the Oct. 12 release at the conference, a Japanese business people said with emotion: go back to Japan.

the enterprise in the Chinese Entrepreneurs Association's 2006 Top 500 Chinese enterprises ranked twenty-fifth, 500 Chinese enterprises in 2007 ranked twenty-eighth.