subject: Haier Ceo Zhang: China Can Not Do Without The World Famous Brand - Haier, Zhang, Electrical - Hc [print this page] Recently, members of the media both on the selection is very concerned about the world famous brand. First, the United Kingdom "
Financial
Times "in the global survey readers named the" Top Ten world-class
Brand
"
Haier
Tops the list; the other is named AQSIQ announced the world famous brand in China, accounting for three of the world famous brand Haier, two, namely refrigerators and Haier Haier
Washing machine
.
Messaging out of the two signals are clear: China needs world-class brands; Haier's efforts to create world famous brand, but also the minds of consumers around the world have been recognized.
Famous Brand, Haier and unshaken people striving for the pursuit, has made some achievements, but from our own goals and the world's top brands, Haier, there is still a need to people of all Haier to continuous innovation and
Operate
Self to achieve.
From the national development perspective, per capita GDP reaches a certain size and scope, if not matching the world famous brand can not be sustainable. Because brands represent a resource. For businesses, the resources needed in three areas: R & D resources, manufacturing resources and the flow of resources. It as a person, equivalent to head R & D resources, manufacturing resources, equivalent to the trunk, limbs, circulation of resources equal to, if a company only focus on low-cost manufacturing rather than to create brand names that only the body but as a person no head and limbs, it is difficult to imagine how sustainable development.
Public opinion over whether China needs
Own brands
The debate is very intense. My point is: China can not do without the world famous, this is not at issue, it is a must! However, Chinese enterprises can not all be world famous, because most of them still rely on the advantage of low labor costs. Nevertheless, both the type of business, one thing is common that Chinese enterprises must create world famous brand innovation. Even if doing OEM, also need to innovate, we must have creative ability. For example, the world number one
Motor
Manufacturer Emerson Motor Company can not give us cheap, why not use cheaper domestic producers? Very simple, Emerson has the innovative capability of our products according to the requirements of machine design the best electric, and increase
Competition
Force.
There is a point of view I had, "no name brand within the country", which gave a lot of questions. Now from the perspective of globalization, it is. For instance, we get famous in China there is a very important prerequisite is that the external conditions of reform and opening up have created a very large market space, while the domestic famous brand of magic is the quality and service, because other companies can not both better, we do, and continued to do down in the minds of the people left behind an irreplaceable position, which is famous. But this advantage to get the international market, however, a necessary condition but not sufficient. Like to go to
Olympics
At the race, quality and service is "pass line", but not guarantee a place. I am thinking is that Haier is facing practically a "Hom": how to transform the domestic brands to international brands? This is a quantitative change to qualitative change from a very hard thing!
Haier Group is China's first brand of home appliances out to enterprises in
Overseas markets
After 15 years of hard work, we create a world famous tour summary: go out, go in, go to.
Going out means entering the mainstream market. And the general business of choice in developing countries go different, Haier "first difficult part," the first break the mainstream markets of developed countries. Our strategy is adopted "with the masters", and comprehensively improve the competitiveness of enterprises. Currently, Europe, the United States, Japan have become world famous for Haier to establish the "main battlefield."
Walked refers to the main channel into the mainstream market
Sell
Mainstream. At present, Haier has entered the European, American and Japanese market, the mainstream channels, but sales of products not entirely mainstream.
Took to referring to the hit
Localization
Brand name, there is still a big gap between ourselves fighting a metaphor: the "three steps of the step and a half."
Then, Haier internationalization of the next "half step" how to go?
We are to have an internal verification Haier SBU management to overseas
Manager
. Haier around the world employ a large number of local managers, their personal qualities are very high, but how they integrate the different cultures together is the biggest challenge. We believe that, SBU management is the core idea is for each person on the market, had become a subject. Cultural integration of overseas managers aim is to enable each person to create a valuable business orders.
In a lot of practice and thinking, based on the idea Haier further SBU specific to "human single one, direct and straight hair," the innovation model. For example, a country of Haier
Trading
According to the number of company sales staff to deliver returns to the market. This seems reasonable, but the problem is hidden behind the market in order to earn more commission staff, the goods should be placed at more than a warehouse, while sales to ensure customer needs, but also led to inventory losses. Implementation of "one single unity, direct and straight hair" mode, we put the value of 0.5% of the stock market and the overseas staff rewards, although the total amount of small, but the honor to a person who is still very large number, it will not only avoid the formation of stock, also urge marketers understand user needs, to get real value orders.
