On May 22nd, 1995, the headquarters of Haier Group moved eastward to Haier Industrial Park, which completed a major strategic shift in the history of Haier's development, opened a new chapter in Haier's second venture and challenged the international market, and also marked the beginning of Haier's transnational operation in the international market. After 17 years' efforts, Haier already has a strong international competitiveness and is moving towards the top 500 in the world. The successful experience of Haier's successful investment and transnational operation for more than ten years can be summarized as follows:
First, the management system wins.
Haier has formed a set of management methods with China characteristics and in line with China's national conditions, which has influenced the development of management mode in China and even the world. Haier's management is from disorder to order, from order to system formation, from system to height, from height to extension, step by step in the whole development process. From the management point of view, each stage has created conditions for the further development of the next stage, laid a good foundation, and made Haier continuously move towards glory.
I think Haier's management model has two remarkable characteristics: first, it adopts its own original management model, fully considers human factors, adapts to human needs and grasps it flexibly. For example, Haier's original OEC management mode, PDCA management method, and a win-win model created to meet the needs of the Internet era can quickly meet the needs of consumers. The second is to pursue the independent management of all employees. Haier has a clear understanding of self-management, and believes that only by respecting and trusting employees, giving full play to their work enthusiasm, stimulating their work potential, truly integrating employees into the management of the enterprise, and cultivating their sense of ownership of the company can the enterprise embark on the road of benign development. 199 1? 25-minute squad leader system? It is a great experiment of Haier and the achievement of Haier's pursuit of independent management, which laid a solid foundation for Haier's take-off.
The second is to pay close attention to basic management and create OEC original management mode. Haier's basic management is very strict, and the supervision and management system covers all employees. Zhang Ruimin said: What is Haier's success in management? Catch again and again, catch again and again? While paying close attention to basic management, he also made another request? Grasp the key points and improve? . So, according to the actual situation of Haier and its employees, he explored a set of management methods? OEC management, simply put, means that there is no omission in the general ledger, that everyone is in charge of everything, that management is based on results, and that management is based on assessment. If things are done today, then the day will become clearer and better. Using Taylor's theory for reference, we should quantify and concretize the work tasks, give each employee work indicators, and evaluate and reward employees' work quality on this basis, which will be reflected in the employee's payroll accordingly. OEC management method can be regarded as an interpretation and application of slope ball theory. Its main connotation and essence lies in infiltrating daily affairs into all the work of the enterprise, and urging the enterprise, every employee and every work of the enterprise to enter the track of self-restraint, self-development and virtuous circle. This unique management mode, which is visible, tangible and refined, has brought great impact and change to Haier's basic management and raised the field management to a new height. The implementation of this enterprise management model has not only brought huge economic benefits to Haier, but also enabled Haier Group to achieve a great leap in business scale and market position. It can be said that OEC management is the magic weapon for Haier to win.
Third, quality is the guarantee of Haier's success.
Quality is the guarantee of Haier's success. Haier believes that brand is reputation and reputation is quality. The innovation of Haier's business strategy has never been supported by a main line, that is, the quality innovation system. Since the establishment of 1984, Haier has adhered to the high starting point of technical quality and strengthened the quality awareness of all employees and products in the process of implementing the famous brand strategy. By paying close attention to product quality, we have won the recognition of consumers with high-quality and high-tech products and established our own brand image. ? Sell word of mouth first, then sell products? This is the sea.
We always follow the concept of quality management, pursue zero defects in products, and take GE as an example to implement it. Six quality management methods, the pursuit of perfect quality, Haier's work efficiency has also been greatly improved. In order to ensure the quality of products, Haier attaches great importance to the renewal of production equipment to ensure that the most advanced products will be produced with the most advanced productivity in the future, and continuous quality improvement and innovation will be carried out.
Haier Group has been implementing the famous brand strategy and paying close attention to quality since it started its business. 1990, Haier refrigerator passed the UL certification of the United States, and its products won the bid in the international market many times. Since then, Haier has entered the international market and formed a quality management system. 1in April, 1992, Haier Refrigerator General Factory was the first in China to pass the ISO9001international quality assurance system certification. Was awarded the highest quality honor in China in 200 1 year? National quality management award. It shows that after more than ten years of practice, Haier has endowed quality with deeper connotation. It can not only meet the inspection standards, but also continuously develop products that meet the potential needs of users. Excellent quality is the guarantee for Haier to go global and successfully operate internationally.
Fourth, Haier's innovation? Creative destruction
Technological leadership is the core element for enterprises to create famous brands. Deng Xiaoping also said that technology is the primary productive force, and the core of leading technology is innovation. Since its establishment more than ten years ago, Haier has firmly grasped the high-tech development trend of the world household appliances industry, always regarded innovation as the main policy guiding Haier's development, and devoted itself to becoming a global leader and rulemaker in the white goods industry. What is the purpose of Haier's scientific research and development? Based on innovation, taking users as teachers, constantly improving and pursuing perfection? Take innovation as Haier's core values. Insist on never stopping technological progress, pay attention to innovation, constantly deny yourself, creatively destroy and overthrow yourself, accelerate the pace of upgrading, always maintain the development and innovation of technology and quality, and ensure the leading position in the market. Haier's scientific and technological innovation level has gone through the process of introducing digestion, absorption and imitation, and introducing wisdom and innovation, forming a perfect scientific research and development system.
At present, there are 33 research institutes in Haier, and the refrigerator and air conditioning laboratory is the only national laboratory in China. The design, development and testing of all Haier products have reached the international first-class level. Academia Sinica, which spent hundreds of millions of yuan, has developed a number of patented technologies for Haier, enabling Haier to produce a new product every 1.5 days on average, and declare 1.8 patents every day, creating one market after another.
On the basis of its strong scientific research and development level, Haier has also established technical alliances with several major international companies. By integrating international technical resources, Haier keeps pace with the international market in core technologies and key technologies, and at the same time, it greatly improves Haier's product competitiveness and lays a solid foundation for Haier to build a global brand. Innovation is the source of success for Haier to go global.
5. Haier's customer service strategy is always sincere?
Zhang Ruimin said: The end of after-sales service is the beginning of new product development, and production and service complement each other. But in the above sense, good service can point out the correct production direction. With the development of society, China has been integrated into the globalized world, and the differences of similar products have decreased. Users not only consider the quality, price and appearance of products, but also consider whether the related services of products are convenient, fast and perfect. In today's increasingly fierce market competition, it is the key for enterprises to retain customers and improve market share and product competitiveness if they want to turn consumers into the most loyal customers, seize customers' hearts, improve after-sales service system and provide the best customer service.
Haier believes that only providing customers with the most satisfactory services and products will bring the greatest economic benefits to the company, so Haier has established a strong after-sales service network and implemented a series of all-round service strategies. Such as star service, zero-distance service, one-stop delivery, differentiated service, Haier full-time housekeeper 365, etc. Haier's all-round service content is still constantly innovating and improving. At the same time? Always sincere? 、? Users are always right? Our service tenet will always be remembered in the hearts of every Haier person and customer, and we have truly achieved zero-distance communication with customers, taking customers' problems as our own research topic. It has been recognized and praised by consumers. It also promoted Haier's management and production to a new height.
Six, Haier's accurate international competition strategy
1June, 1996, Haier Salbo (Indonesia) Co., Ltd. was established, marking an important step in Haier's internationalization. 1On April 30th, 999, the establishment of Haier Industrial Park in the United States was a qualitative leap for Haier to go global, indicating that Haier firmly took the road of transnational development, integrated global resources and built an international brand.
In the late 1990s, Haier put forward a three-step strategy according to the situation, namely? Go out, walk in, walk up? But do the opposite? Easy first, then difficult? The strategy is to target overseas development at developed countries, first enter developed countries to build famous brands, and then enter the developing country market in one fell swoop after gaining a foothold in developed countries. The success in the most complicated American market in the world is a crucial victory for Haier and is of great significance to Haier's international development strategy. At the same time, it also explores a successful way for China enterprises to go abroad and seek development.
Haier in the process of internationalization, in order to keep up with the development trend of the Internet and adapt to the future development. Adoption? Trinity killer. Our localization strategy integrates global resources and gradually establishes Haier's industrial park integrating design, manufacturing and marketing overseas, which is conducive to avoiding the impact and risks brought by fluctuations in the international market, gradually opening up the market and establishing its own brand through high-quality and personalized products and services.
At the same time, Haier implemented? Three one-third strategies? And then what? High starting point? The so-called principle? Three one-third strategies? It refers to one third of domestic sales, one third of overseas sales and one third of local sales of overseas factories. Haier's product quality has reached international standards. What are the contributions? Three one-third strategies? It worked. The principle of high starting point is that Haier Group is still in the primary stage in the process of internationalization, but it started late and the starting point is not necessarily low. Haier must follow the highest standards of the international home appliance industry in all aspects, establish its own advantages and test the quality of its products in the international market.
There are many reasons for Haier's success. For example, Haier's success is the result of Zhang Ruimin's correct leadership and his personal success as an entrepreneur in China. It is the success of combining human resources development with corporate culture, and it is the success of vigorously cultivating and utilizing compound talents; It is the success of Haier Group's excellent logistics management model and supply chain management model. It is the success of Haier's business process reengineering based on market chain.
Since the establishment of 1984, Haier has been developing, innovating and taking off. Haier is going to the world, and the world is accepting Haier and paying attention to the growth of this enterprise. Haier is the pride of China people. It has a bright future, and it has been working miracles. Everyone at Haier is striving to create China's own world famous brand. Wish Haier a better tomorrow!
Haier's development philosophy: everyone is his own CEO.
Kant said: man is not a tool, but an end. ? Throughout the development process of Haier, the focus of management innovation has always been? People? The realization of value allows employees to realize their own value while creating value for users, and everyone becomes their own CEO. Does Xiao Wei, who started his business on Haier platform, really have it? Sanquan? , enterprise? Decision-making power, human rights, distribution power? Completely transferred to Xiao Wei, Xiao Wei can make flexible decisions according to market changes to better meet the personalized needs of users. Xiao Wei's self-evolution process is also self-initiated, self-organized, and self-driven, gathering and dispersing in order.
Everyone can start a business on Haier platform.
Haier has transformed from a traditional enterprise manufacturing household appliances into a platform for incubating makers for the whole society. All entrepreneurs can become a member of Haier's ecological circle, thus forming a * * * creative, * * * value-added, * * * profitable * * win-win ecological circle. The motivation of Haier employees and Xiao Wei comes from users' salary, that is, how much value can be created for users and how much value-added share can be obtained, which is no longer the post salary of traditional enterprises. In addition, Xiao Wei is also promoted by social capital. Through the socialization of capital, Xiao Wei is constantly forced to improve its business model, and the whole process drives Xiao Wei to upgrade. Correspondingly, Haier culture also comes from? Executive culture? Into? Entrepreneurship culture? .
Employees have changed from employers and executors to entrepreneurs and dynamic partners.
Haier puts tradition? Breeding and breeding? What is the subversion of human resource management? Dynamic partner? The system provides employees with an opportunity to start a business, not a job. Employees have changed from passive executors to active entrepreneurs, even partners of enterprises. Through the interconnection of global resources, they create value for users and realize win-win and value-added for users, enterprises and stakeholders.
The world is my human resources department.
? The world is my research and development department? ,? The world is my human resources department? Internet has created conditions for enterprises to make use of human resources distributed around the world. Haier has changed from a self-contained closed system to a node of the Internet. Not only enterprises, but also every organization and individual has become a node of the Internet, which can link the world's first-class resources without obstacles.
Haier's public welfare undertakings At present, Haier Group has become the most active social force in developing social welfare undertakings, and the total value of funds and materials used for social welfare undertakings has reached more than 500 million yuan. At the same time, Haier has made outstanding contributions to the development of children's education. Haier has built 246 Hope Schools (245 Hope Primary Schools and 1 Hope Middle Schools) in China [37], covering 26 provinces, municipalities directly under the Central Government and autonomous regions, becoming the China enterprise that donated the most Hope Primary Schools in the Central Committee of the Communist Youth League.
Haier Group reached an understanding with UNICEF on the 30th anniversary and became the first corporate partner of UNICEF in the field of household appliances. What will the two sides do in the next three years? Social and emotional learning program in Aisheng School? Realize deep cooperation on a global scale, carry out caring actions in three provinces and counties in the west, and pay equal attention to the education and mental health of left-behind children in rural areas. As the first enterprise partner of UNICEF in the field of household appliances in China, Haier will cooperate with UNICEF in the future to carry out social and emotional learning projects in Aisheng School in Sanjiang County, Guangxi, Nayong County, Guizhou and Zhongxian County, Chongqing, and conduct social and emotional education and teaching training for backbone trainers and rural primary school teachers, thus having a positive impact on the emotional development, communication and mental health of left-behind children.
At the same time, Haier is also exploring innovative public welfare models, connecting employees, customers, government agencies and other related organizations and individuals to build a sustainable public welfare ecosystem. Like Haier? Love through train? With the help of the Youth League Committee, the project directly meets the needs of Hope Primary School and integrates various resources such as Haier fans, outstanding employees, media reporters and college student volunteers. Love libraries? 、? Love the kitchen? 、? Love music room? And other activities.
Haier explores management innovation in the Internet era and builds an open maker platform. In Haier? Platform enterprise ecosystem? In the past few years, Haier has provided design, manufacturing and sales support for small and micro enterprises, as well as supporting services such as docking external resources and attracting external talents. 470 projects have been born here, bringing together 1322 venture capitalists, attracting more than 4,000 ecological resources, and incubating and gestating more than 2,000 maker small and micro companies. At present, more than 100 small and micro enterprises have earned more than 1 100 million yuan on Haier's entrepreneurial platform, 29 small and micro enterprises have introduced venture capital, and the valuation of 14 small and micro enterprises has exceeded 1 100 million yuan. The whole platform has provided more than 6.5438+0.3 million employment opportunities for the whole society.
On the morning of May 19, 2009, Qingdao Charity Federation, Haier Group Charity Fund? The launching ceremony was held in Qingdao Civil Affairs Building. Zhang Xusheng, President of Qingdao Charity Federation, and Xu Liying, Deputy Secretary of the Party Committee of Haier Group attended the ceremony.
It is reported that the charity fund was established by Haier Group with a capital contribution of 6,543.8 billion yuan. The annual donation is mainly used for the construction of charitable projects such as Project Hope, fully supporting the charity in Qingdao, and promoting the traditional virtues of the Chinese nation in giving charity and helping the poor.
Haier, an international brand, has brought people not only excellent products and high-quality services, but also a steady stream of love feedback for many years. Haier has been paying attention to public welfare since 1984 started its business. While announcing the plan to build Hope Primary School, it has also implemented a number of poverty relief programs, such as donating money and materials, and setting up an education development fund. It even started during the Beijing Olympic Games? A gold medal, a hope primary school? According to the plan, the China sports delegation won 5 1 gold medals for China at the Olympic Games, and Haier also fulfilled its promise to donate 5 1 hope primary school. At present, it is hoped that the donation of primary schools is in full swing, and 36 schools will be completed in 2065, with 438+00.