Category: Money Tips Date: 2007-03-23
December 26, 2005, Haier Group, the 21st anniversary of the start. 2005, Haier Group's global turnover is expected to reach 103.9 billion yuan, up by a net increase of 3.0 billion pre-tax profits of about 3.6 billion.
21-year-old right people, is just the beginning of youth; 21-year-old, for Chinese enterprises, it means walking in the road at the forefront of enterprise reform.
"I'm always trying to figure out. Like walking a tightrope, walking a tightrope every day looking for the feeling." Reside in the post of CEO of Haier Group, for more than a five-year, said Zhang.
Looking back over the past 21 years, Zhang can not repeat, repeat the past, meant death; Zhang can not be imitated, Haier now has been little direct reference point of reference.
"2006 Our goal is to create a world-class globalization of Haier brand." Zhang said.
Zhang led by Haier, are on the road.
Haier change
Be directed at "the world's first" Haier's trajectory shows that almost all stages of each of its strategy to use a seven-year period: 1984 to 1991, is Haier "brand strategy" stage, the effort to create the first industrial competitiveness of China's first brand-name refrigerators; 1992 By 1998, Haier's "diversification strategy" stage, focused on creating an industry first competitive, into the Chinese home appliance first plates; 1999 to 2005, Haier's "international strategy" stage, efforts to build China's first competitiveness, create China's first brand name; and in 2006, Haier will enter a "globalized brand strategy" stage, pointing its sword towards the world's first competitive, Yuzuo Haier brand of globalization. Haier spared no effort for this.
Innovation: From a single product to the international standard In the technical barriers guarded the global appliance market, who create new international standards, who will be able to have competition in the industry right to speak. Any business would like to have a hundred years history of development, the patent covers a full range of household appliances industry standard industry standard voice competition are easier said than done.
However, the 2005 anti-Haier electric water heaters and washing machines, dual-wall technology, power technology has been included in the International Electrotechnical Commission's international standards, to achieve the industry from products to fight for the right to speak. By 2005, Haier's total patent applications 6189; of which 720 applied for patent in 2005 a daily average of 2.8 to declare the patent; develop a daily average of 1.8 new products.
Competition in the industry have the right to speak, Haier, based on continuous innovation to achieve technological breakthroughs from the individual to the development of integrated innovation. Streaming media, such as Haier TV, smart entertainment phone, network appliances, washing machines and other environmentally friendly hybrid product is the network technology, home appliance technology, computer technology, audio and video technology integrated innovation results.
Manufacturing: from one machine to the solution Haier will not only have the door to class 96 standard varieties of more than 15,000 product groups, but also to use this form is complete in range, the advantages of scale from a machine manufacturing to professional parts, new materials, large-scale integrated circuits, software development, the vertical in-depth development.
In the parts area, Haier has formed a production capacity of 16 million motors; in the field of new materials, Haier has formed more than 30 kinds of nano-materials to produce new material base for the national level; in the field of robotics, Haier has formed an annual output of super-1000 Taiwan's national robotics industry base. Haier's new material base and a robot research center have been planned through the national 863 high-tech inspection, and the Haier robot has reached the technological level of the world's top five.
High-tech parts and components, raw materials, not only to protect the Haier's world-class manufacturing standards, but also become a new growth point of Haier. In the mold, the Haier ultra-precision injection molds, such as large and complex vehicle to reach an annual output of 3,000 sets of molds for more than the capacity, ranking the international leading level, except for the Haier services, but also for General Motors, Toyota, Ford and other enterprises to provide world-class solutions.
Marketing: from selling products to global brands Haier's goal is to create part of the Chinese world famous brands, products, operations are a basic level, creating the world famous, world-class brand operators, Haier is the true position.
With the Haier brand in the global market to enhance the reputation of Haier brand in the global market, Haier's operations are also increasingly highlight the position.
In the design field, Haier has attracted more than 200 international brands and Haier joint development; in the manufacturing field, the current 17 international co-operation for the Haier brand processing and manufacturing plants; in marketing, many brands use of Haier's brand reputation and global marketing network , playing Haier brand into the global market; in the logistics field, Haier has attracted many foreign-funded enterprises to enter China's Haier commissioned to do the logistics; in complementary areas, Haier has attracted 74 international suppliers to Haier Industrial Park, around the plant; in after-sales service areas, Haier brand attracts the world's most famous professional service providers and call center services for the Haier brand.
In the global brand strategy and the "human single one" mode, Haier take different SBU team into an independent accounting firm may, for everyone creating a stage world-class brands and space. "World-class brand is a world-class brand by the quality of human creativity. Only everyone could be a world famous employees, Haier in order to truly realize the goal of creating world famous brand." Zhang said.
Zhang of "ideological and political" work done overseas The existing facts show that Chinese enterprises in overseas developments, in addition to corporate culture, business model, the enterprises have been facing personnel, and cultural differences. Well-established business practices in China, communication channels, corporate governance and incentive mechanisms, multi-does not apply the Western model and habits. Chinese entrepreneurs in the hall-class people in the country founded by renowned Zhang management methods, in the overseas effective?
It is understood that in the U.S. home appliance giant Haier Maytag negotiation period, Zhang said: "The premise of participation in international mergers and acquisitions, corporate culture and how you like. If you have a very strong corporate culture, you can mergers and acquisitions; If you have corporate culture is very weak, this acquisition very small chance of success. "
This year, Zhang every month to some countries, the understanding of Haier in the local production. Malaysia, Japan, South Korea and European countries, one year down and ran nearly 20 countries. Let him feel the most difficult, is to allow a successful model of development migrate to foreign and corporate cultural integration.
In Europe, he encountered such a situation: the local manager of the company are mostly of local employment, from the well-known large companies, very capable. But the face of Haier's "short-term catch up with competitors," objective, these professional managers in Europe per capita, said, "impossible" because an opponent in a few decades, or even a hundred years to reach the current level, Haier is difficult in a very short period of time catch up with them.
In China, the company promoted staff mainly through competition and performance to speak. To this end, Zhang thought borrows "Instructor." "The Europeans, after all, compared to face, and we went to a vice president to stay there to solve this problem, do ideological and political work. One to go to work every morning, put his name over, talk to him, why did you do well? If tomorrow not do a good job, then went on to talk to. we looked at, under normal circumstances, the manager can comfortably carry on OK in a week. "
This is only a global enterprise in the corporate culture in the small run-in miniature. "Only the sea can be satisfied with a broad mind and not despise small rivers flow; capacity and can purify the dirty green water. Once the imported sea family, each molecule will be tightly together, without distinction to form a united Overall, as the sea rushed orders unwavering dedication but the same goal, even if the pieces are without any hesitation. Therefore, only the magic of the sea Cuikulaxiu. "In Zhang's conception, the tolerance of Haier's corporate culture should be the same like the sea.
