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1、 About HaierFounded in 1984, the Haier Group has been dedicated to innovation and creating a world famous brand over the past 26 years. Originally a small collective plant on the verge of bankruptcy, it has now grown into an international group which has more than 70,000 employees around the globe a
2、nd realizes a turnover of 135.7 billion yuan in 2010. Haier has risen to be the worlds No.1 brand of consumer appliances. In addition, it was selected as one of the worlds Top 10 innovative companies issued by USA Newsweeks website. Haiers MilestonesDecember 26, 1984: Zhang Ruimin was appointed as d
3、irector of the Qingdao Refrigerator Factory December 20, 1991: Haier purchases the Qingdao Freezer Factory and the Qingdao Air Conditioner Factory forming a new entity, the Haier Group, and signaling Haiers entry into the Diversification Development Phase. September, 1997: Haiers entry into the colo
4、r television industry marks the companys first foray into the brown goods market. April 30, 1999: Haier establishes an industrial park and the companys first overseas factory in South Carolina, USA June 19, 2001: Haier purchases a refrigerator company from Meneghetti Equipment of Italy. This is the
5、first cross-national acquisition by a white goods company from China. . Haier history-Four Strategic Development Phases of Haier Brand Building Phase (1984-1991) Diversification Development Phase (1991-1998) Globalization Phase (1998-2005) Global Brand Building Strategy Phase (2005-)Brand Building P
6、hase (1984- 1991) Haier established the “Brand Building Strategy“ and the “Zero Defect“ quality standard. Achievements: Haier was able to transform itself from a small factory operating at an annual loss of nearly RMB 1,470,000 into the number one refrigerator brand in China. Diversification Develop
7、ment Phase (1991-1998)The company established its “Diversification Strategy“ to expand the Haier brand beyond refrigerators, adding washing machines, air conditioners, and other items to its product line. Globalization Phase (1998-2005) Haiers view was that in the age of globalization, only those MN
8、Cs with their own proprietary intellectual property and strong brand identities would be competitive in the world business arena. Faced with this reality, Haier knew the time was right to go global.Global Brand Building Strategy Phase (2005- )Opening the gate, build a garden without fences. In the s
9、pirit of “openness, equality, sharing and global operation“, Haier is on the way to integrate global resources to satisfy consumers needs all over the world. Financial performanceFuture plans Zero-distance virtual and practical network combination Haier will place emphasis on U-Home integration, try to control the say on patent standards, further improve global marketing networks and create more user resource Inspired living
