Essay about Haier Case Study

Haier Example

A Profile of Haier Group

Founded in 1984, the Haier Group has been committed to innovation and creating a world famous brand in the last 26 years. Originally a little collective plant on the verge of bankruptcy, it has today grown in to an international group which has more than 70, 500 employees world wide and knows a turnover of 135. 7 billion yuan in 2010. Haier offers risen to end up being the world's No . one particular brand of buyer appliances. Additionally , it was selected as one of the world's Top 10 ground breaking companies given by UNITED STATES Newsweek's site. Haier aims to create a world renowned brand inside the age of the web, which features satisfying the personalized needs of users in a short time. What such a small business needs can be large-scale modification rather than substantial production. Acquiring this option provided by the web, Haier resolved this challenge and definitely explored and practiced the " Win-win Mode of Individual-Goal Combination". Through " Inverted Triangle" organizational innovation and " End to End" ZZJYT construction, that realized the transformation from " selling products" to " selling services" and fostered differentiated and sustainable competitive positive aspects. Trend-leading R& D positive aspects ---- The Haier's patent applications total over 12, 000- position first among Chinese home appliance organizations. Haier usually takes the lead to make innovations in international standards. It participated in the drafting of 51 international standards, 27 of which have already been issued and implemented. The business boosts the export of the complete industry chain through regular output. Zero-distance virtual and practical network combination ---- Haier provides enormous marketing network positive aspects in China. In full mixture with the Net, it developed the competition of providing to the require of consumers inside the quickest period via " zero-distance electronic and useful network combination". " Virtual network" refers to the Internet, which in turn forms buyer loyalty through online communities; " Practical network" refers to the marketing network, logistic network and services network, which in turn helps understand the quickest delivery. Therefore , a lot of world-noted brands commission Haier to manage portion or all their sales in China. At the same time, Haier utilizes their programs overseas to trade its products. With resource exchanges, Haier speeds up the pace of coming into the world market. Zero products on hand with upon demand production and delivery ---- Quitting the traditional product-oriented development routine, Haier adopts the user-oriented large-scale modification of " on demand manufacturing and delivery", realizing " absolutely no inventory" and " actually zero accounts receivable". On the basis on working capital zero financial loans, Haier's money conversion circuit reaches minus 10 days. In future developments, to meet demand in the era from the Internet, Haier will place emphasis on U-Home integration, make an effort to control the say about patent specifications, further improve global promoting networks and create more user methods. Meanwhile, the corporation will integrate worldwide R& D, creation and sale resources with all the " a few in 1" localized mode so as to produce an international brand. While devoted to its expansion, Haier positively fulfils it is social obligations, assisting in the building of 129 hope primary schools and creating the 212-episode children's science cartoon Haier Brothers. Haier was the singular consumer appliance sponsor to get the Beijing 2008 Olympics. February 2011

Four Proper Development Stages of Haier

Brand Building Phase (1984-1991)

Inside the early days of China's reform and beginning, the market would still be relatively handled; a limited availability of goods was insufficient to fulfill the enormous demand. Economic conditions in the early 1980s had been such that to acquire a refrigerator required first obtaining a 'refrigerator coupon. ' Haier discovered that the require was not related to item competitiveness, but was rather a byproduct of a closed system which stored companies...