Good afternoon, everyone!
Today I’m here to give a presentation about Haier’s succe.
Haier was founded in 1984 in Qingdao, China, but its actual history goes way back.Its roots can be traced to a small fridge factory which always shown a lo in the early part of the 20th century.But now, it turns into the world\'s fourth largest white goods manufacturer who employs over 80 thousand people around the world and owns 64 trading companies, 29 manufacturing plants, 8 design centers and 16 industrial parks by the end of last year.
That’s really a big change, huh? Now, let’s think of it, it is what made a
unprofitable small factory today’s Haier, a rather succeful large enterprise? According to my findings, 3 reasons are attributed to Haier’s succe.To begin with, great significance is closely attached to quality of its products.During the proce of brand strategy from 1984 to 1991, Haier insisted on the high products’ standard which, profits little in short-term, but will gain it a pretty good
reputation in the long-term.In 1985,Haier learnt world pioneer technology from overseas, and soon formed the advantage of high quality and leading technology, which made it popular in market.At the same year, the CEO of Haier, ordered the destruction of some defective fridges.He even smashed a fridge with a hammer on his own.I know that sounds a little bit incredible, but it just happened and made quality a constant company theme ever since.
Another point is the power of brand effect.Compared with other
manufacturers, Haier really spent more time and money on spreading its brand.Patronizing several Hope Primary Schools, Haier also donated huge amounts of money to people who are suffered from catastrophes.All these stem from their recognition that brand effect may somewhat mobilize their staffs, integrate factors of production, operate the capital, form good image of the company, and reopen the market.Haier also values its after-sale service a lot.“Sincere Forever”, the perception of Haier is well-known to thousands and hundreds of people, which may poibly make them perpetual consumers of Haier’s products.
Accompany with the quantum leaps in enterprise’s management, Haier also developed a brand-new values called” the shocked fish”.” the shocked fish” means that the body part of the fish is well-preserved while the fish is shocked.This is a very interesting metaphor of a phenomenon that a company with good hardware conditions can leap forward with renewed energy once the effective management is put into practice.In the last decade of 20th century, several enterprises which had been operating in the red were merged by Haier, and it was “the shocked fish” that turn loes into gains.In these mergers, Haier is partial to their latent market and profits but not the existing aets.
I hope I made myself understood, thanks.
