A French industrialist believes that in 10 years, Haier Group is likely to become "Asia's Rüx Electric Co., Ltd.". In 1985, Haier is only a small factory. The annual sales income is only 3.48 million yuan. In 1999, the small factory in that year has become a large group, with sales revenue reached 21.2 billion yuan, an increase of more than 6,000 times! For 15 consecutive years, the average of 81.6% of the high-speed steady growth has been maintained, and the export of the same year is doubled than the previous year, reaching 138 million US dollars, is a miracle of the modern economy.
Haier
"Either don't do, you have to fight for the first", the core thoughts of Haier brand strategy is to do the best, the best, the best, and pursue excellence. Zhang Ruimin said when answering the reporter's consciousness of "China" said that the brand is a culture of a company and a national spirit. The famous brand is not relying on multi-investment, multi-build factories, multi-production, when the spirit and soul of the company can condense the spirit and soul of the company, the brand will be produced.
Haier advanced to the US market is to create "Haier" and "Haier of the World". To this end, they are creating their own brand. They have to push "Zhonghua Haier Madeinchina" to the world.
First trouble
Haier Group has announced the goal of entering the world market in the 21st century. Haier's strategy is "first difficult": first break through the market's market, then occupy the market in developing countries. The world is staring at low salary to China, but Haier is building a factory building with high salary.
The results of this strategy have achieved gratifying battle. So far, the Haier refrigerator has become the number of refrigerators in seven products from China. The Haier refrigerator has been recognized by the international dealer and has its own international sales network. Haier is also the most manufacturer of China's export washing machine to Japan, and exports ranks first in the country.
Michael Jamar, President Haier US Company, is the president of the US home appliance company. This company has exclusive distribution rights in Haier products in the United States. The following is Jemar's expectation of Haier: "The greatest achievement will belong to Haier's most famous brand. It successfully introduced himself to the world's most difficult market, this positioning is because it is in China Already synonymous with quality and innovation. Other foreign manufacturers have entered the validity period, I hope to win the market share through the price. We strive to use innovative, improve the service, have a special added value, and marketing support products Come to win the market. "
In terms of expanding the domestic market, Haier also took the first difficult strategy, listed Beijing, Shanghai, and Guangzhou as sales of iron triangles. Guangzhou is the place where imported home appliances and domestic brand gatherings. At the same time, Guangzhou market has a big impact on two wide, Hunan, Fujian, Guizhou, etc. market.
Make 1 million units with 1
A French industrialist who was very understanding Haier Group (he has negotiated with the company). Later, I gradually got rid of the Western mode and started to do it yourself. They started to implement capitalist production standards. This company will become an important competitor. "The French industrialist is almost believed that within 10 years Haier Group is likely to become "Asia's Ruxi Electric Co., Ltd.".
The Haier's brand is not blown out of the air-covered advertisement, but with high-tech and win with quality. Haier uses the world's cutting-edge technology jujube laser modeling technology, and CAD, CAM, CAE design and processing technology, hired design masters around the world to design products, continuously accelerating the pace of product update replacement, always maintaining product quality The development innovation, making Haier's only enterprise in the world to produce European roller, Asian rumors, and America.
Haier has embolified the employee to attract customers with 100% quality, and the unqualified products are not allowed to ensure the reputation and image of enterprises and products. Zhang Ruimin said: "It is easy to do a refrigerator. It is difficult to get 100,000 units of one million units. Enterprises have developed to produce one million units, and one million units have a bad possible to negate you. For many years, you have to make your brand, so you have to make one million units with a look. This is an enterprise development proposition. "China's store owner is often said to the salesperson. A story: a resident of Chaozhou Mountain Village, Guangdong Province, ordered a Haier's washing machine, which made a failure for the cargo ship of this resident, and Haier's salesperson sent a washing machine for two hours to send his home. This story vividly illustrates the service spirit of Haier Group.
Taking quality win is not only reflected in the quality of the product itself, but also reflects the quality of the service. Zhang Ruimin president asked his first Haier to truly there is a spirit of "emergency customers who are eager to think about customers", and take the lead in proposing Haier's service is a star service. Haier specially specifies that the washing machine repair does not go out, but also regulate The maintenance personnel can't drink in the user's home. At present, Haier Group has owned nearly 10,000 "star service points" around the world, "Haier" has established their own service brands in the world's home appliance market, and has a very high reputation in the public.
From OEC to SST
Haier's own practice experience has created the OEC management model with Chinese characteristics and complies with China's national conditions, "O" represents all-round, "e" means each person, every day, everything, "C" represents control and management. The core content can be summarized as five sentences: the general lender does not leak, everything has a person, everyone is worked, and the cost is effective, and the management will be approved. In one sentence, it is to summarize: "The date of date, the day is high".
OEC, known as "Haier Management Sword", truly embodies people-oriented management, promoting Haier's enterprise management and production equipment technology to enter, and keep synchronization with the world's advanced level. Each employee has a strong interest in the world's long-term interests, and the company has formed a dynamic and high-quality incentive mechanism to produce first-class products. A famous big company boss, who is preparing to invest in China, when visiting the Haier production line, 人 不 注意, I found that it is not dyed, and I will immediately decide to spend cooperation with Haier.
In August 1998, Haier began pilot to implement the quality market chain management model. In October 1999, it fully pushed, Haier is referred to as "SST" system, SST is the improvement and further improvement of OCE, which is the latest connotation of Haier management innovation.
"SST" is the three key terms (ie, the 20 nouns of the Question, Claims and Trips) of Haier 's Purchase of Market Chain Management Mode. Remuneration is to obtain a service object service to serve the service object, from the market, it reflects the relationship between the department, the process between the market chain management process, and if you can't compliance, you must be claimed The trip is to play the role of the gate. In the case of neither paying, the third party will automatically "trip", "gate problem".
The essence of the market chain is that everyone is a market. Everyone must face the market. The external goal of the company must turn into the internal target of the company. The internal target is turned into a personal goal, and the personal goal is hooks, this is It means that everyone is responsible for the superiors to be responsible for the market. In this way, SST has included various production processes inside the enterprise, and each employee has included the market's full-scale control, and the quality standards are set by the user, and the product competitiveness is determined by the user's potential requirements, and the employee work is tested in market benefits. Quality and quantity. At the same time, each employee's income is also included in the market adjustment range.
The result is greatly stimulated by the enthusiasm and potential of each employee, thereby ensuring and improving the vitality and level of the entire enterprise. Innovation
Behind the international brand is because there is a group of internationalized talents. In order to further improve the quality of corporate personnel, better participation in international competition, Haier also invests in the construction of Haier University, inviting domestic and foreign scholars to train Haier high-level management personnel. Today, innovation is a big event in the rapid development of modern technology. "In the market competition, it is better to defeat your products in the market. It is better to knock down your own products. Only you can never be defeated in the market." Zhang Ruimin's president is the most willing to mention how Haier is Do the potential requirements for customers.
"First hard work is easy to meet cognitive, three integrated (design, marketing, production localization) to achieve root, through local financing, incomplete, and provide products that meet the needs of users, Zhang Ruimin is looking forward to the 21st century Haier This is said that when the development prospects, "The development speed of the 21st century will be faster, Haier will continue to change, and meet the new century in faster development."
