Haier

Chen Weijia (right), the chief representative of Haier Group, received the award on the stage on Dec.26^th.

On that day, the large-scale activity “Hunt the Most Internationally-Influential Chinese Brand” was held at the Diaoyutai State Guesthouse in Beijing.

Haier Group won the title of “the Most Internationally-influential Chinese Brand”. Photographer: Guo Xiaotian, Xinhuanet. 

On December 26, 2014, the award ceremony of “Innovation in China & International Influence – Hunt the Most Internationally-influential Chinese Brand” sponsored by the Xinhuanet was held in Beijing. Haier Group won the title of “the Most Internationally Influential Chinese Brand”.

The activity “Innovation in China & International Influence – Hunt the Most Internationally Influential Chinese Brand” was held to find out the successful cases of Chinese enterprise recognized by the world and the practical way through which Chinese enterprises realize globalization and build a new image of “Innovation in China” on the international stage for Chinese brands and services. Ever since it was initiated in August 2014, the reporter has dug deep into the front-line of enterprises and propagated the real story of enterprises’ implementation of independent innovation and participation in globalized competition. Based on the online voting results and review of experts, twelve enterprises won the laurel at last and got praised as the “the Most Internationally-influential Chinese Brand”.

It is reported that Haier has determined the “three-step” strategy guided by the goal of “building a world famous brand”. In the first step, the group is supposed to go out and seek untapped markets and the “crack” of the market; in the first step, the group needs to go in, survey the overseas market and release differentiated products; and in the third step, the group should go ahead, that is, to integrate the design, manufacture and marketing with the target market. At present, Haier is practicing localized R&D, manufacture and marketing on the overseas market, i.e., the “trinity” operation model. By meeting requirements of consumers of different countries with localized resources, Haier attempts to build a localized brand on the overseas market and win world popularity.

So far, Haier has established five major R&D centers in Asia, America, Europe and Australia and achieved localized research and development; with the 24 industrial parks built in the United States, Europe and the Middle East, it has realized localized manufacture; furthermore, with the 66 trading companies and 143,330 sales outlets in all around the world, it has achieved localized marketing. Dividing the FX risks and reducing the supply chain cost for Haier, these overseas manufacture bases and Trinitarian operating centers have enabled Haier to finish the phased overseas layout and realize the stable and rapid development, and laid a foundation for the building of a famous local international brand. 

In order to fully satisfy the personalized needs of global consumers, Haier creatively builds the “full-flow-connected interacting & open-ended innovation ecosystem” and interacts with users, suppliers and first-class global resources. Under the guidance of this system, Haier manages to build a R&D model in which users, suppliers and first-class resources interact to generate originalities and solutions.

In the phase of networking strategy,  Haier hears the voice of consumers sincerely and looks deep into their lives and thoughts. Relying on the innovation model that combines virtuality and reality, it handles consumers’ personalized and diversified needs accurately and satisfies them rapidly, and, with its top competitiveness created continuously in the internet era, Haier manages to become an international brand. 

10 days to go before the HGEC and Haier's 30th anniversary celebration

(Translator-editor:Haier New Media Zhou Xiaoming)