company profile haier

7/31/2019 Company Profile Haier

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About Haier

COMPANY PROFILE

Haier Appliances (India) P. Ltd

Haier India is a 100 percent subsidiary of Haier Group, which

is one of the fastest growing consumer durables companies

in the world. Haier is worlds no. 1 brand of Major

Appliances*. Haier is also worlds no.1 brand in Refrigeration

appliances and Home Laundry appliances. The company

initiated its commercial operations in January 2004. Its

launch in India started with innovative products which were

designed keeping the day-to-day customer needs in mind --

products that will transform the customer's everyday living

into inspired living. Haier India is known for its launch of BMR

technology for the first time in India followed by the Double

Drive which was a patented technology.

In August 2007, Haier acquired a manufacturing facility,

located at Ranjangoan in Pune district of Maharashtra.

Spread over 40 acres of land, the plant has capability to

manufacture Refrigerators, CTVs and Washing Machines.

Haier is upgrading the new facility with state-of-the-art

equipment' to create a Research & Development facility for

refrigerators. Haier is in the process of setting up a new line

at its Pune facility to start producing air conditioners and

washing machines by the end of 2010. It will also provide


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additional capacity to produce refrigerators at the plant. The

facility was acquired as a part of purchase of appliances

business of Anchor Daewoo Industries Limited by Haier India.

Haier adopted an aggressive marketing strategy in the year

2010 to reinforce its strength and spread across product

categories and consolidated its position as the No.1 brand in

major appliances, Refrigeration and Home Laundry

Appliances brand in the world. In 2010, Haier grew

significantly each quarter across all product categories and

consolidated its position as a brand which has pioneered in

path-breaking technology, innovation combined with greatemphasis on customer care. Haier today offers a host of

world class products and has a presence in almost all

segments of home appliances and consumer durables. The

company offers a wide range of products to the Indian

market which are designed and developed keeping in mind

the Indian consumer requirements and lifestyle.

To reiterate the companys plans to further strengthen and

consolidate the brand image in India, Haier unveiled a Brand

campaign titled You Inspire Us in the beginning of 2010.

The campaign was a tribute to the wealth of knowledge that

the Indian consumer possesses which has inspired many

technological and innovative changes in the products to

suite the consumer needs and preferences. Later in the year,

Haier announced John Abraham as their Brand Ambassadorin India.

Since its entry into India, Haier has launched a wide range of

consumer electronics and home appliances like LED/LCD


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TVs, Water Heaters, Refrigerators, Wine Cellars, Washing

Machines and Small Appliances. In the beginning of 2011

Haier announced its entry into three new product categories

in India viz. Laptops, Home Theatres and Cameras. The

company also announced its renewed focus on themicrowaves and dishwashers category with new offerings.

About Haier Group

Founded in 1984, the Haier Group has been dedicated to

innovation and creating a world famous brand over the past

27 years. Originally a small collective plant on the verge ofbankruptcy, it has now grown into an international group

which has more than 70,000 employees around the globe

and realizes a turnover of 150.9 billion yuan in 2011. Haier

has risen to be the worlds No.1 brand of consumer

appliances.

Haier aims to create a world famous brand in the age of the

Internet, which features satisfying the personalized needs of

users in a short time. What such a business needs is large-scale customization rather than massive production. Taking

this opportunity provided by the Internet, Haier addressed

this challenge and actively explored and practiced the Win-

win Mode of Individual-Goal Combination. Through

Inverted Triangle organizational innovation and End to

End ZZJYT construction, it realized the transformation from

selling products to selling services and fostered

differentiated and sustainable competitive advantages.

Trend-leading R&D advantages ---- The Haiers patent

applications total over 10,000- ranking first among Chinese

home appliance firms. Haier takes the lead to make

breakthroughs in international standards. It participated in


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social responsibilities, assisting in the building of 144 hope

primary schools and producing the 212-episode childrens

science cartoon Haier Brothers. Haier was the sole consumer

appliance sponsor for the Beijing 2008 Olympic Games.

Founded in 1984, the Haier Group has been dedicated to

innovation and creating a world famous brand over the past

27 years. Originally a small collective plant on the verge of

bankruptcy, it has now grown into an international group

which has more than 70,000 employees around the globe

and realizes a turnover of 150.9 billion yuan in 2011. Haier

has risen to be the worlds No.1 brand of consumer

appliances.

Haier aims to create a world famous brand in the age of the

Internet, which features satisfying the personalized needs of

users in a short time. What such a business needs is large-

scale customization rather than massive production. Taking

this opportunity provided by the Internet, Haier addressed

this challenge and actively explored and practiced the Win-

win Mode of Individual-Goal Combination. Through

Inverted Triangle organizational innovation and End toEnd ZZJYT construction, it realized the transformation from

selling products to selling services and fostered

differentiated and sustainable competitive advantages.

Trend-leading R&D advantages ---- The Haiers patent

applications total over 10,000- ranking first among Chinese

home appliance firms. Haier takes the lead to make

breakthroughs in international standards. It participated in

the drafting of 51 international standards, 27 of which havebeen issued and implemented. The company boosts the

export of the entire industry chain through standard output.

Zero-distance virtual and practical network combination ----

Haier has enormous marketing network advantages in China.


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In full combination with the Internet, it developed the

competitiveness of catering to the demand of consumers in

the quickest time via zero-distance virtual and practical

network combination. Virtual network refers to the

Internet, which forms customer loyalty through onlinecommunities; Practical network refers to the marketing

network, logistic network and service network, which helps

realize the quickest delivery. Therefore, a lot of world-noted

brands commission Haier to manage part or all of their sales

in China. In the meantime, Haier utilizes their channels

overseas to sell its products. With resource exchanges, Haier

speeds up the pace of entering the world market.

Zero inventory with on demand manufacturing and delivery

---- Giving up the traditional product-oriented development

pattern, Haier adopts the user-oriented large-scale

customization of on demand manufacturing and delivery,

realizing zero inventory and zero accounts receivable.

On the basis on working capital zero loans, Haiers cash

conversion cycle reaches minus 10 days.

In future developments, to meet demand in the era of theInternet, Haier will place emphasis on U-Home integration,

try to control the say on patent standards, further improve

global marketing networks and create more user resources.

Meanwhile, the company will integrate worldwide R&D,

production and sale resources with the 3 in 1 localized

mode so as to create an international brand.

While devoted to its development, Haier actively fulfils its

social responsibilities, assisting in the building of 144 hopeprimary schools and producing the 212-episode childrens

science cartoon Haier Brothers. Haier was the sole consumer

appliance sponsor for the Beijing 2008 Olympic Games.


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GROUP PROFILE

The Haier Group is the worlds 4th largest white goods

manufacturer and is the leader of Chinas Top 100

Electronics and IT companies. The Haier Group is China s

largest home appliance brand and one of the worlds leading

white goods home appliance manufacturers. Haier was

founded in 1984 in Qingdao, Shandong Province, China and

manufactures home appliances in over 15,100 different

specifications under 96 categories. By April 2006, the HaierGroup has obtained 6,189 patented technology certificates

and 589 software intellectual property rights. Haier products

are sold in over 100 countries. Haier is the official Home

Appliances Sponsor of the Beijing 2008 Olympic Games.

Global Branding Strategy

Haiers global branding strategy aims at positioning the

company as a local brand in different world markets in

conjunction with enhanced product competitiveness and

strong corporate operations. Haiers international business

framework encompasses a global network of design,

procurement, production, distribution and after-sale

services. Today, Haier has established 15 industrial

complexes, 30 overseas production factories and bases, 8

design centers and over 58,000 sales agents worldwide.

In China, Haiers 4 leading product categories - refrigerators,

refrigerating cabinets, air conditioners and washing


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machines - have over 30% market share. In overseas

markets, Haier products are available in 12 of the top 15

chain stores in Europe and 10 leading chain stores in the

USA. Haier is now approaching its goal of being local in

American and European markets via localized design,manufacturing and sales processes. In addition, Haier has

set up production facilities and plants in the USA, Italy,

Pakistan, Jordan and Nigeria.

Haiers innovative management principles, such as Haiers

OEC management model, market-chain management and

individual goal combination a system of assigning

incentives-based responsibility to staff to ensure the quality

of products delivered to their customers have gained high

recognition among international management institutes.

Haier business case studies are included in the text books of

Harvard University, University of Southern California,

Lausanne Management College, European Business College

and Kobe University.

Services

With the concept of customers as the foundation of

growth, Haier provides a one-stop star service to its

customers. In a joint survey conducted by the China

Consumer Association and the China Enterprise Research

Centre of Tsinghua University on Chinas domestic durable

commodities for 2003 and 2004, 8 of Haiers product

categories were ranked No. 1 for customer satisfaction andoverall satisfaction. Best-of-breed service solutions to its

customers. Haiers service system runs throughout the

production process from product design, production,

manufacturing, to pre-sale, under sales and after sales

service. Since 2002, Haier has successfully established a


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network of over 5,000 domestic professional service

suppliers to deliver timely customized service.

Partners

Haier has established an extensive sales network around the

globe. Key partners in perspective markets include:

China : Strategic alliance with Suning and Gome chain stores

America : Cooperation with TOP 10 retailers, e.g. SEARS,

Lowe's, HOME DEPOT,

Best Buy, PC-Richard, Wal-Mart, Sam's, Costco, Brands Mart

and Target

Japan : Cooperation with TOP 10 retailers, e.g. YAMADA,

KOJIMA and JUSCO

Europe : Cooperation with KESA, Media Market and Carrefour

Board of Directors

Chairman and CEO: Mr. Zhang Ruimin

President: Ms. Yang Mianmian

Vice Chairman: Mr. Wu Kesong

CERTIFICATION & ACHIEVEMENT

Haier Tops "Most Potential Chinese Brands"


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April,1992, the first in China to get ISO9001

Aug.,1996, the first in China to get ISO14001

All the Cooling products sold in European market have CE

and GS certification


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RECOGNITION

Ranked 86th among the worlds 500 Most Influential Brands

by world Brand Lab in 2006. Only Chinese brand to be

ranked in top

100 for three consecutive years

Ranked 1st among Chinese brands with the most potential

by Glebors Global Financial Reports of Canada, 2006

Ranked 1st among Chinas Top 10 Global Brands by the

Financial Times in 2005

Ranked 1st among Chinas Top 10 Global Brands by China

State Bureau of Quality and Technical Supervision (CSBTS)

for

refrigerators and washing machines in 2005

CEO Zhang Ruimin ranked 26th among Worlds Most

Respected Business Leaders by the Financial Times in 2005

CEO Zhang Ruimin ranked 6th among Asias 25 Most


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Powerful People in Business by Fortune magazine in 2004

Received a World Climate Award from the United Nations

Development Program and the US Environment ProtectionAdministration in 2000

As per Euro-monitor International (the global leader in

consumer market strategy research) survey 2011

Haier is the number one Major Appliance brand in the world

with a 7.8% retail volume share in 2011 marking the thirdconsecutive year Haier has been given this honor.

The Worlds 500 Most Influential Brands

Haier Ranks the 89th

Haier ranks the 89th of the Top 500 Most Influential Brandsby the World Brand Labwhich is evaluated on the

enterprise scale and marketing share. This ranking shows

the competitiveness of Haier both in the market and in the

industry.

HAIER INDIA VISION

To be the Most admired brand in India providing innovative,

state of the art, user friendly products of lasting value to our

customers, to make their today better than yesterday.


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Haier among the top 20 most trusted brands in India, out of

16,000 brands operated in India(Source Brand Trust Report India Study 2011)

33 Branch offices and 28 Warehouses

10 Direct Service Centres and 265 customer care centres

24 x 7 call centre

165 Haier Experience Centres/ Zones across the coutry

company profile haier

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