Haier Group is the fourth largest white goods manufacturer in the world and the first among the top 100 electronic information enterprises in China. It has more than 240 legal entities and established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world. The total number of employees in the world exceeds 50,000, focusing on the development of four pillar industries: science and technology, industry, trade and finance. In 2005, Haier's global turnover reached 654.38+0039 billion yuan (US$ 654.38+028 billion).
Under the guidance of the famous brand strategy established by CEO Zhang Ruimin, Haier Group has successively implemented the famous brand strategy, diversification strategy and internationalization strategy. On February 26th, 2005, on the occasion of the 2nd/KLOC-0 anniversary of the establishment of Haier, Haier began the fourth development strategy stage-the global brand strategy stage. The reputation of Haier brand in the world has been greatly improved. From 65438 to 0993, Haier brand became the first batch of well-known trademarks in China. In 2005, Haier brand value reached 70.2 billion yuan. Since 2002, Haier's brand value has ranked first in China for four consecutive years. Refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration and so on 16 Haier brand leading products were rated as famous brands in China, among which Haier refrigerators and washing machines were also rated as the first batch of China world famous brands by AQSIQ. On August 30th, 2005, Haier was rated as the top ten world-class brands in China by the Financial Times. Haier has become one of the world-class brands. With the expansion of the global market, its influence is rising rapidly.
Haier has nine products that rank first in the industry in China market, and three products that rank in the top three in the world market share, and are at the world leading level in the technical fields such as smart home integration, network appliances, digitalization, large-scale integrated circuits and new materials. Demonstrate development strength in the international market. "Innovation-driven" Haier Group is committed to providing global consumers with solutions to meet their needs and achieving a win-win situation for enterprises and users. At present, Haier has applied for 6 189 patents (including 8 19 invention patents) and owns 589 software copyrights. On the basis of independent intellectual property rights, Haier also presided over or participated in the revision of nearly 100 national standards. Among them, Haier water heater anti-electric wall technology and Haier washing machine dual power technology have also been included in the IEC international standard proposal, which proves that Haier's innovation ability has reached the world-class level.
In the practice of innovation, Haier's "OEC" management model, "market chain" management and "integration of people and single" development model have attracted great attention from the international management community. At present, Harvard University, University of Southern California, IMD International School of Management in Switzerland, European School of Management in France, Kobe University in Japan and other business schools have conducted special case studies on this, and Haier's "market chain" management has also been included in the EU case base. Haier's "one person, one order" development model provides innovative thinking for solving the global business inventory and overdue accounts receivable, and is praised by the international management community as a management model of "keeping the pulse of global business".
Facing the new conditions of global competition, Haier has established a global brand strategy, launched the enterprise spirit of "creating resources and enjoying a world-renowned reputation" and the work style of "one person, one person, making a quick decision, making a quick decision", challenging itself and tomorrow, and constantly innovating to build China people's own world famous brand!