Haier Presentation.ppt

1、Haier Presentation,Who is Haier,World fastest growing company,Worlds 4th largest white goods manufacturer,Worlds Most Admired Companies,Haier was listed as,by Fortune and Forbes,the world fastest growing company,World fastest growing company,Average Annual Growth 60%,2007 Sales Turnover RMB 118 Bill

2、ion (USD16.2 Billion),World fastest growing company, The worldwide sales turnover in 2007 reached 118 Billion RMB, (16.2 billion US dollars), increasing 16.5% compared with Year 2006.,Global Position,According to Euromonitor Data 2004,Haier ranks world No.4 in term of sales turnover,Ranking of Globa

3、l Whitegoods Manufactory,(Based upon sales turnover),Source: Euromonitor 2004,Global Position,Asias Most Respected Companies On July 13 2007, Haier Group was presented to be one of “ the Asias Most Respected Companies” . Remarks on Business Week are: Haier, the leading manufacturer of white applianc

4、es, is the accepted top brand in China. Besides, it set the new standard of after-sale service. Source: American Business Week,Worlds Most Admired Companies In October 2007, Fortune China published on its cover a list of “ The Worlds Most Admired Companies“ for 2007.Haier ranked first in 25 all star

5、 companies.,Source: Fortune China,Global Position,Haier named Chinas most reputable brand A private New York-based research and consulting firm, Reputation Institute, recently compiled a list of the 600 largest companies with the best reputations, with Haier taking the 13th place, the best reputatio

6、n of any Chinese brand internationally. It is said that the results of the study came from 60,000 respondents during February and March, with 150,000 companies supplying ratings on 1000 companies in 27 countries. Resource: ,Global Position,Haier was awarded the Top 20 worlds most competitive Chinese

7、 companies October 8th 2008, Global Entrepreneur magazine and the well-known international strategy consulting firm Roland Berger co-hosted by 2008 the worlds most competitive Chinese companies results of the poll announced today in Beijing. Haier was awarded the best Chinese company and was listed

8、among the 20 most globally competitive Chinese companies in World. In addition, Haier (Thailand) was awarded Emerging markets Star. RolandBerger consulting firm since 1967 has been set up in Germany, has developed into Europe from the worlds largest strategic management consulting firm.,Global Posit

9、ion,Source: Fortune China April 2006,CEO Zhang Ruimin ranked in the first places of Chinas 25 Most Powerful People in Business,In April 2006, FORTUNE China announced the list of “Chinas 25 Most Powerful People in Business” 2006, Mr.Zhang Ruimin, Haier Group CEO ranked in the first place of the list

10、again, the only one among those most powerful people in bussiness who ranked on top of the list for twice.,Global Position, Haier was recommended the Best Buy Option for Consumer by the Consumer Reports.,Haier was placed first on the List of the Top 10 Chinas Consumer Appliances by TWICE and given t

11、he Star of North America Award which was presented by Global Entrepreneur Magazine to the most successful Chinese company for global competition.,In Jun 20, 2007 CBS 2 Consumer Watch ran an article entitled “Buying the Right AC.” The article cites Haiers rank as a Consumer Reports Best Buy, and the

12、accompanying video displays the Haier logo and air conditioner for consumers to remember.,Global Position,A French television recommended Haier detergent free washing machine for its environmentally safe design.,At the Russian exhibition, Haier products on display were viewed and highly praised by R

13、ussian and Chinese presidents., In England，Haier refrigerators were placed on the list of the Most Worth Buying Refrigerator by Ethical Consumer.,Global Position, In Asia, Haier Group ranked No.7 at the second “Asia Top 500 brands” hold by Asian International Brand Authentication and Supervision Man

14、agement Center in 2007., In China, Haier became the most valuable electronics company, the Chinese Brand Strategy Research Institute said in July 2007. Haier Group saw its value rise to 78.6 billion yuan in 2007., In South Korea, more than 70% of Haier products won the highest prestige in overseas m

15、arkets. Haier present at KES Exhibition in Korea Featuring Industrial Giants including Samsung,Global Branding Strategy,Development Strategy,Overseas Expansion Strategy,Approaching Strategy, Creating first brand in the industry with Quality Image, Diversify by Merging shocked-fish company with Haier

16、 Culture,Dec.,1984 Dec.,1991 (7 years),Dec.,1991 Dec.,1998 (7 years), Three “1/3” strategy; “Difficult market first” Strategy,Globalization Stage,Diversifying Stage,Brand-building Stage,Beginning of Y2006, Pursuing the goal of creating resources and Actualizing global branding strategy,Global Brandi

17、ng Strategy Stage,Development Strategy,Dec.,1998 Dec.,2005 (7 years),Overseas Expansion Strategy,Get in （1984- 2000）,Stay in （20012005）,Leadership （2006）,Niche Strategy,Differentiate Strategy,Localization Strategy,Products exported and sales in local markets,Sale key products in Key channels,Establi

18、sh local famous brand,Approaching Strategy,Combination of production, R no frost Combi Freezer：Super freezing chest-freezer, not melted within 100 hours after switching off, new wine-cooler Home A/C: Full series of healthy and energy saving DC Inverter Commercial A/C：Multi Inverter system Asian Wash

19、ing Machine：Dual Drive European Washing machine：Shower rinse range; night wash models Water heater：safe-care water heater Microwave oven：Intelligent steam Microwave oven Dishwasher: Health, energy saving, A+ Mobile Phone: Quick In new fashion series Notebook：1.3M high definition photographer, protec

20、ting the eyes,Global Organization,We Reorganize the Resources Worldwide and established Competitive Designing, Purchasing, Manufacturing, Marketing and Service Networks all over the world. We are selling in more than 100 counties around globe.,Haier in Domestic Market,Haier Domestic Market Shares (b

21、y Value) in 2007,Refrigerator,Air-conditioner,Washing Machine,Freezer,Water Heater,Date source： China Market Monitor Co. Ltd,26.05%,15.60%,33.55%,12.49%,15.75%,16.57%,52.09%,21.37%,17.84%,20.38%,Haier washing machine, taking a market share of 33.55%;,As the No.1 brand in China, Haier is taking a mar

22、ket share of 26.05% in the refrigerator market of China.,Haier, as a new comer in the small appliances market, has caught up to take a market share of 16 % and become the No. 1 by surpassing the traditionally powerful brands.,Haier share,No.2 share,Others,Haier Products have entered into TOP 10 chai

23、ns of America, the sales to the chains makes up 83% of the total sales in USA,Haier in America,Haier products have top Pan European chain, such as KESA Group, Media Markt, Carrefour , Expert and etc, which takes up to 60% of market share in Europe. In 2007, Haier made the strategic progress to estab

24、lish partner relationship with Dixon, which takes 40% of market share in UK, In 2008, Haier products will enter its channel across UK.,Haier in Europe,Haier products enter into TOP 10 appliances chains like YAMADA, KOJIMA, JUSCO whose total sales make up 85% of the total market,Haier in Japan,Innova

25、tive company,Normal Enterprise,Introduction,2nd piece Innovation,1st piece Introduce in,3rd piece Export,4th piece Manufacture abroad,Fall Behind,Reintroduction,Fall behind again,Innovative product,Dual-drive Technology,Safe Care Technology,Frequency conversion,Dual-drive washing machine, can operat

26、e in an environmental friendly way at low water and power consumption.,Haier frequency conversion astronautic refrigerator is energy-saving which can reduce 50% power consumption thanks to the astronautic heat- insulating material.,Haier patented PTOI0 (Safe Care) technology,ensures users safety in

27、case of electricity leakage during the shower.,Leader on the standard and patent,Haier has developed network appliances since 1999 by himself, and now the third generation has come to the market. Haier also set up several standards with our own property right for Chinese house appliances industry.,U

28、ntil October 2007, Haier has applied for 7883 patents (1736 for Haier inventions), and become the copyright owner of 589 applications software.,Haier also participates in the formulation and amendment of 152 national standards and 9 international standards up to now. Through self-innovation, Haier t

29、echnology of “ safe care water heater “ and “ dual drive WM“ have been proposed to be IEC standard. Haier is the only company from developing country, who become ICE Member.,“Patriot ” ,with Haier innovative R “Order” is competitive market target,Content：OEC is a tool that guarantees target achieved

30、,Content: “Establish” person is primary before reestablishing process,Content: One person one order,Push total quality management, and standardization, insisting in “famous brand, high quality”,Everybody have own responsibility, and every responsibility is managed by one person. Every days, everythi

31、ng is clear, and everyday is improved.,Destroy two walls in and out of company, everyone faces market directly; perform SBU philosophy and the object management systems for all employees,Content: 1% quality defects will bring 100% disaster to end users,Innovative culture,1984.12-1991.12(7Y),1998.12-

32、2005.12(7Y),2006,Total quality management,Individual-goal Combination Management system,1991.12-1998.12(7Y),OEC management system,Market-Chain process reforming,*OEC is the abbreviation of Overall Every Control and Clear,that is overall control and clear-up of everything done by everyone. *SBU is a

33、strategic business unit. A SBU can be a department or an individual. The plan of the enterprise will be practiced by each individual employee and the strategic innovation of the employees will ensure the accomplishment of the plan.,Global Brand promotion,Haier official sponsor of Beijing 2008 Olympi

34、c games,In August 2005, Haier becomes official sponsor for 2008 Beijing Olympic Games, starting Haier Olympic trip. While Haier Global branding stage is coming and become new start of Haier overseas marketing.,Global Brand promotion,Natural refrigerant refrigerators have been installed in stadiums a

35、nd gyms of the 2008 Beijing Olympic Games. Haier has supplied venues with 13236 refrigerators, all CFC-free, with 5353 using carbon dioxide as a natural refrigerant.,Global Brand promotion,60,000 green products installed in the Olympic Venues,Detergent-free Washing Machines have been installed in th

36、e more than 18 laundries that Haier has set up in the Olympic Village and the Media Village to provide quick and clean laundry services for all Olympic staffs, journalists, athletes。,Global Brand promotion,60,000 green products installed in the Olympic Venues,Solar powered Air-conditioners and Water

37、 Heaters have been installed in the Qingdao Olympic Sailing Center, the Beijing Olympic Green Tennis Court and the Olympic Village Restaurant.,Global Brand promotion,60,000 green products installed in the Olympic Venues,Haier to Donate One Hope Primary School for each Golden Medal China Win in 2008

38、Olympics,On December 3, 2007, Haier Group announced that if Chinese athletes win a gold medal in 2008 Beijing Olympic Games, Haier Group will donate to building a hope primary school which names after an Olympic champion.,Global Brand promotion,Haier to Donate One Hope Primary School for each Golden

39、 Medal China Win in 2008 Olympics,In a brief ceremony at Haiers Experience Center in Beijing, the Company announced together with 3 Chinese weightlifting gold medalists the location of the 51 Olympic Hope primary schools. In addition to the 15 schools to be built in the earthquakes epicenter locatio

40、n in Beichuan county, Sichuan province, 7 primary schools will be built in Haiers home province, Shandong.,Global Brand promotion,Global Brand promotion,Haier combined the enthusiasm for the Olympic Spirit with its global branding strategy to expedite its globalization process. According to a survey

41、 conducted by IPSOS in August 2008, 90% of respondents recognized Haier is a global company among all the sponsors. This is a 47% increase from 43% of respondents in the same period one year ago.,Olympic Games Accelerates Haiers Global Branding,Haier becomes strategic partner with NBA,In April 2006,

42、 Haier Becomes strategic partner of NBA, which means Haier is the first appliance brand to sponsor NBA. As a match stands for American culture, Haier accelerates the steps to become American Local key brands.,Global Brand promotion,One of Haier-NBA Events: Haier Shooting Stars,Global Brand promotion

43、,Haier Shooting Stars, one of Haier-NBA marketing events, attracted numerous audiences in USA, which enabled Haier to stand with a world-class brand such as Footlocker, Playstation and Sprite. Other three events are Footlocker Shootout, Play station skill challenge and Sprite Slam dunk.,Global Brand promotion,Haier Rocks the World With MTV!,After official sponsor of Beijing Olympic Games, Haier b