Haier

On November 3^rd , the award ceremony of the 11^thSession of Chinese Brand Value Management Forum and the Selection of the Best Branding Project of China 2014 was held in Hangzhou. On the forum in-depth explorations of brand innovation in the Internet era were made, and prizes were presented for the best branding project of China.

Among all the prizes, the project of creative collection for Haier Brothers’ new images has got the prize of “the best branding project of China 2014”; the project of “Haier Brothers Playing” video has got the prize for commercial in the Competition of the Best Branding Project of China 2014. These two projects have become the models of branding innovation in Internet era.

The purpose of this forum is to establish a pattern for other companies in comprehensive construction of brand value management system through recognition of the companies which have achieved in brand innovation. In doing so it means to promote the development of brand strategy of Chinese companies. In the opinion of the organizing committee and the expert judges, the project of creative collection for Haier Brothers’ new images, and the project of “Haier Brothers Playing” video have reflected the exploration in brand innovation of Internet era, and found a path of interacting brand innovation for other companies for reference.

Launched by Haier Group, the project of creation collection for Haier Brothers’ new images was an interactive activity of ideas collection from global users. The video “Haier Brothers Playing” is the formal publication of the Haier Brothers’ new images. In the video, the images of Haier Brothers are the works submitted by cybercitizens in the creative collection for Haier Brothers’ new images. It is the product of interaction between Haier and the cybercitizens, which reflects the idea that “everyone is the maker”.

According to the report, the creative collection of Haier Brothers’ new images was launched on March 1, 2014. The purpose is to gather the wisdom and ideas of cybercitizens, and create the new images of Haier Brothers in the Internet era. During the 45 days, Haier Group had received more than 7000 excellent works. The number of users joining in the interaction reached 8,780,000, and the micro blogs containing the works were forwarded about 2,140,000 times. And it has 30,400,000 fans on the Internet.

The person in charge of this creative collection project expressed that as the number one household appliance in the world, Haier has changed the old impression in Chinese people’s mind through this activity, and retained its influence among the youths. At the same time, Haier has successfully turned the company into an open ecosystem of interaction, which fully reflects Haier’s strategic goal of development, namely, platformization of the company, conversion from employees into makers, and individuation of users.

The Chinese Brand Value Management Forum is jointly organized by Brand Research Center of 21^st Century, top universities of China, advisory bodies and branding specialists. Up till now ten sessions of this forum have been successfully held, and it is praised as “the hall of academia where Chinese brands can communicate with world brands”.