Haier

The 2014 (20th) most valuable Chinese brand research was released the other day, with Haier ranking No.1 for the 13th consecutive year with a 103.8-billion-yuan brand value.

According to the research, having developed against the background of reform and opening up and market competition, China’s household appliance is one of the industries with highest brand concentration. The development of Haier reflects the maturity of China’s household appliance industry in general. As Haier explores and experiences, it also had made great contributions to other Chinese enterprises in brand management.

Haier’s sales volume reached 180.3 billion in 2013, 70 times as large as that of no more than 2.57 billion yuan in 1994. In addition, Haier became China’s first brand the value of which surpassed 100 billion yuan in 2014, a growth of over 20 times compared with that of 4.261 billion yuan in 1995. As a paradigm of China’s self-owned brand construction, Haier has been ranking the first in brand value since 2002.

According to Zhang Ruimin, Board Chairman and CEO of Haier, nothing is more important than creating the best user experience throughout the whole process in the age of Internet. Haier has always been focusing on user experience during the past 30 years. From winning users by high-quality products in the initial stage, to meeting user demands by personalized customization in the age of Internet, to user involvement throughout the whole process at present, user experience has always been the core of Haier brand.

In order to create the best user experience in the age of Internet, Zhang Ruimin led Haier to transform from the traditional manufacturing enterprise to a business-incubating platform and constantly explore a management mode to activate everyone’s creativity. At the same time, Haier established Goodaymart, a virtual-real interactive platform of user value, creatively explored the transformation from a traditional enterprise to an Internet one, and maintained a steadily-growing momentum. With a brand value of 14.286 billion yuan, Goodaymart ranked the 27th among the 2014 most valuable Chinese brands.

As the research revealed, the rapid development of Internet economy will change the labor division, position and function of traditional manufacturing brands in the industrial chain. The thorough transformation of Haier has turned it into a network maintaining a zero distance with its users. The new ecosphere involving both users and stakeholders has endowed Haier with sustainable dynamism and vitality in the age of Internet. The transformation and reform of Haier’s mode was unanimously approved by the experts at the 20 years’ Brand Value Research Seminar. Started from 1994 by RREEF Global Ranking List Information Group and Beijing Name Brand Assets Appraisal Co., Ltd., it is China’s first and the most durable specialized research on brand value comparison, with about 100 major brands in China’s consumer market as the target.

Attached: Haier’s brand values over years

Attached: the top ten of the 2014 most valuable brands in China

The 2014 (20th) Most Valuable Brands in China

Unit: billion yuan (RMB)