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Transcript of haier
ZHOU LIWEN Who is Haier? How did it all begin? In 1984 Mr. Zhang Ruimin joined Annual loss of US$ 525,000 Had to ask farmers in villages for loans to pay the 600 employees He changed the company into a highly effecient home appliance producer Efficiency Discipline Quality control Market-driven and innovative culture Rapidly Haier grew on the Chinese market Became the Chinese market leader by 1991 Dramatic growth in sales and profits "If we don't destroy these refrigerators today, what is to be shattered by the market in the future will be this enterprise!" since 1999 1999 2003 2002 2001 2000 2004 2006 2007 2008 2009 2010 2011 2005 First three-in-one operational framework Design center in LA, marketing center in NY and manufacturing facility in South Carolina Pakistan: Second overseas factory in this market Italy: Acquisition of refrigerator plant Three-in-one operational framework also in Europe Market entry in Australia and New Zealand Opening of Middle East Industrial Park in Jordan
–(became platform for Middle East region) Sponsoring 2008 Olympic Games in Beijing Sponsor of the NBA Launch of
world’s first powder detergent-free washing machine Security standards proposals from Haier relating to washing machines and water heaters became international standards Expansion of manufacturer bases in Thailand Haier has surpassed U.S. rival Whirlpool as the world's top refrigerator producer in terms of sales Haier’s market share reached 6,3% globally Today World fourth largest white goods maker (refrigerators and home appliances) More than 70,000 employees around the world operations on every continent Turnover 2010: 21 bill. US Dollar Global annual growth rate of +40 % since 2000 One of the world’s top 10 innovative companies Haier today Milestones What is the strategy of Haier? The phase of Brand building strategy (1984-1991): Always aiming at the top position
The phase of Diversification strategy (1991-1998):culture activated “shocked fish”
The phase of Internationalization strategy (1998-2005): Go abroad and export to create a famous brand
The phase of Global brand strategy: Consolidating global resources and creating a global brand Who can stop Haier's success? Hisense began exporting in 1991 by forming HiSense Export & Import Corporation In 2010, export sales revenue reached $1.4 billion, increasing by 40% from 2009 Their first overseas joint venture was in South Africa in 2001 Followed quickly by ones in Hungary in 2004, Italy in 2005 and Australia in 2006 In 2008 HiSense formed a JV with Whirlpool, the world’s leading white goods manufacturer Hisense products are exported to over 130 countries throughout the world Their sales revenue in 2010 was $9.5 billion, increasing 13.85% from 2009 TCL Corporation began exporting in 2000 and started two joint ventures in France in 2003 From there they internationalized rapidly TCL now has operations in over 80 operations across all continents It has 18 R&D centers, 20 major manufacturing facilities and over 40 sales offices worldwide It is the 6th largest television manufacturer in the world and 2009 revenue was $6.49 billion USD TLC is currently
planning their expansion into India Besides Haier other Chinese MNC’s are quickly catching up, rapidly expanding and internationalizing However, Haier remains the largest Chinese company in the white goods industry TCL Hisense Haier 6.5 9.5 20 Annual sales 2010 Many Chinese MNCs have followed Haier into the international market!
TCL Corporation and HiSense are the biggest Chinese MNCs after Haier in the white goods market. What are the differences between Haier and other companies? Core Values of Haier
Think What Consumers Think – Impetus for Haier’s Customer Creation
Enterprising and Innovative - Part of Haier’s DNA
Win-Win Culture - The Guarantee for the Sustainable Growth of Haier keywords of my design Conclusion Freshness: touching your heart - work with nature
Temperature: bathing in warmth - enjoy the warm sunshine
Color: enlightening your life - use the bright color
Silence: beyond cleanness - dry away from noisy
Innovation: just for employees - connect homes and offices together