Posted by Haier
The official website of Fortune, a legacy commercial media which has a history of more than 88 years, announced the list of Fortune 500 in 2018.Qingdao Haier Co., Ltd., as one of the subsidiaries of Haier Group, it has been selected as one of the Fortune Global 500 companies for its revenue scale and brand strength in smart home and advanced manufacturing.
All in the past constitutes the prologue. Driven by the Rendanheyi Model, Qingdao Haier has always adhered to its own brands to achieve globalization. It has not only ranked first among the global large household appliances market for 9 consecutive years, but also acted as a leader of the smart home eco-brand in the IoT era.
Qingdao Haier is a globalized enterprise.
Qingdao Haier has experienced five stages: brand building strategy stage, diversification strategy stage, internationalization strategy stage, global branding strategy stage and networking strategy stage. Since 2005, Qingdao Haier has entered the stage of globalization strategy, and the globalized network layout of three-in-one (localized research and development, localized manufacturing, localized marketing), driven by the Rendanheyi Model, has provided better life solutions for consumers worldwide, making the company a globalized enterprise trusted by users around the world.
First of all, in terms of localized research and development, Qingdao Haier has built a “10+N” open R&D system, forming a global resource network and user network, and has created 112 original technologies such as Gemini Duo washing machines and compressor-free wine cellars. Secondly, in the localized manufacturing industry, Qingdao Haier has built 24 industrial parks and 108 manufacturing centers around the world. In 2017, the proportion of overseas revenue reached 42% of its total revenue, and nearly 100% came from its own brands. Finally, in localized marketing, Qingdao Haier has 66 marketing centers and 143,330 sales outlets around the world. The products have entered more than 160 countries and regions, and it provides 7*24-hour service in 27 languages through 19 overseas call centers and 5,600 service outlets to better serve 1 billion users worldwide.
In 2017, according to the global market research firm Euromonitor, Qingdao Haier has become the world’s largest brand of large household appliances for nine consecutive years, in terms of total global sales. Qingdao Haier’s sales of refrigerators, washing machines, wine cellars, freezers, smart air conditioners and other products continue to lead far ahead of other competitors.
Qingdao Haier is a world-class-brand enterprise.
Faced with the needs of global users for individualization, diversification and regionalization, Qingdao Haier has integrated and acquired the three brands of Japan AQUA, New Zealand Fisher & Paykel and GE Appliances USA, and established a multi-brand home appliances camp with 6 brands including Haier, Casarte and Leader. These 6 brands have their own global missions as well as regional goals.
At present, Haier is not the only brand under Qingdao Haier that has achieved global leading position in large home appliances market, other five major brands in different markets such as North America, Australia and South Asia have also led the market. In North America, GE Appliances is the No.1 supplier of house builders; in Australia, according to the statistics of GFK, a world-renowned research firm, in 2017, the Fisher & Paykel’s market share of dryer machine is 25%, the highest in the industry, and the washing machine market share is 19%, ranking among the best; in Japan, through the adjustment of the channel and product structure, AQUA commercial community washing is recognized by more and more users; as the international high-end home appliance brand, Casarte has become the first choice for high-end home appliances in China. In 2017, Casarte’s annual revenue increased by 41%, and revenue of the first quarter of 2018 increased by 50% compared with the same period last year. On the contrary, Leader is committed to creating a fashionable, simple, leisurely and comfortable lifestyle for young users. In 2017, its revenue in Chinese market increased by 43%.
Qingdao Haier is an eco-brand enterprise providing better and smart life solutions.
Qingdao Haier actively explores the eco-brands building, and its “Internet of Food”, “Internet of Clothing” and other ecosystems create multi-scene smart home solutions to customize a better and smart life for users.
In March 2018, Qingdao Haier took the lead in releasing 7 whole-house solutions, including the 4 physical spaces of smart living room, smart kitchen, smart bathroom and smart bedroom, whole-house airing, and whole-house water, etc. Users’ all needs for clothing, food, housing and entertainment in the house can be satisfied at one stop, and it can realize unlimited customization of smart scenes.
The construction of a smart home presented by Qingdao Haier is first of all the construction of an ecosystem. It is supported by its three unique platforms, in which the Shun Guang community interactive platform covers 1.13 million network contacts in order to achieve zero-distance interaction with users; U+ smart cloud platform connects 20 million “networked appliance contacts” to provide each networked appliance with data and software operating system. After aggregating more developers, it thus can achieve the rapid iteration of user experience scenes; on the mass customization platform COSMOPlat, up to 3.9 million global R&D, manufacturing, module vendors and other resources are gathered. It can simultaneously sense user needs and continuously interact with users to promote the experience iteration.
In addition, the internationalization of standards and the internationalization of brands have become the concrete manifestations to measure whether a company can become an eco-brand. Haier’s achievements in these two aspects have already begun to bear fruit.
In terms of standard internationalization, Haier and China Electronics Technology Standardization Institute initiated the international standards setting for mass customization in the Institute of Electrical and Electronics Engineers (IEEE). Furthermore, the International Standardization Organization (ISO) appointed Haier as the convener of the research group to conduct research on the international standards setting for mass customization. Driven by standard internationalization and brand globalization, Qingdao Haier’s eco-brands are also rapidly replicated in many other places.
In the process of continuous entrepreneurial innovation, Qingdao Haier has always been adhering to the “user-centered” development line and seizing the opportunity provided by the times to create the pioneering Rendanheyi management model in the IoT era. In the model, Ren refers to employees; Dan refers to user value; Heyi refers to the integration of employees’ value realization and user value creation.
Under the Rendanheyi management model, Qingdao Haier meets the emotional needs of users with smart family scene business, provides users with better life solutions, and is committed to leading and igniting IoT around the world.―TVJ Bureau