Corporate integrity case, similar to Qingdao Haier chairman smashed the refrigerator, urgent! ! !

During the period of 1995, Zhu Jianghong, the chairman of Gree, visited Italy, and a customer complained that Gree air conditioners were noisy and had to retire. When I opened it, it turned out that a small sponge in the air conditioner shell was not attached properly. This quality accident caused by workers' lax operation made Zhu Jianghong feel "great shame". Although the air conditioner was in short supply at that time, he ordered the quality to be rectified. It is also the "great shame" brought by this little sponge that makes Gree people sprout the idea of "paying close attention to quality and creating fine products". From then on, Gree people began to cultivate quality like life.

Although it is already in the middle of winter, the production workshop in Gree Electric, Zhuhai presents a tense and busy production scene. The reporter saw that each workbench was marked with "the President's Fourteen Banners". It is not unusual for enterprises to attach importance to quality, but it is the first time for reporters to see a quality ban issued by the company's president.

"The key to ensure the quality of air conditioning is to control several important links. Gree has made strict regulations on the operations that are prone to problems in the production process. Any employee who violates one of these provisions will be fired or dismissed. There is no room for bargaining in front of this' high-voltage line'! " Huang Hui, vice president of the company, told reporters.

In order to control the product quality of spare parts, Gree has established a unique spare parts screening factory in the industry to "filter" the quality of every spare part that enters the factory, even the smallest capacitance does not leak. To this end, Gree has also set up a "Quality Gendarmerie", with Zhu Jianghong, the chairman of the company, personally serving as the head of the Gendarmerie to supervise and inspect the quality problems in all aspects. Zhu Jianghong asked the quality control department to smash unqualified air-conditioning products with a sledgehammer. He hung a sledgehammer on the mouth of the quality control department to show his vigilance and determination to improve product quality. "To make consumers feel that buying Gree's products means buying peace of mind and comfort. The products delivered to consumers must be 100% assured products, and consumers must never be treated as experiments! " This is a phrase that often hangs on Zhu Jianghong's lips.

Starting from 1999, Gree invested one million yuan to implement the "zero defect" project, and soon took the lead in introducing the "six-horse management law".

A century-long plan, quality-oriented. An American company ordered 40,000 Gree air conditioners and found that only four of them had problems, that is, the maintenance rate of one in ten thousand! With solid quality assurance, Gree also put forward the "six-year free maintenance of the whole machine" for the first time in the air-conditioning industry, which surprised many air-conditioning brands and won the trust of consumers in the highly competitive air-conditioning market.

Story 2: The key technology must not be given to others.

Without the core technology, it's like a person who has no backbone to stand up.

At the end of 200 1, Zhu Jianghong led the company's technical team to visit Japan, where he learned the advanced equipment and technology of Japanese enterprises. Zhu Jianghong proposed that as long as Japan is willing to provide inverter multi-connected air conditioning technology, Gree is willing to meet Japan's requirements in terms of cooperation mode and market resource allocation, and implored to cooperate with Japanese enterprises. Although Japanese companies verbally say "we will talk about it later", what they are actually waiting for is the ruthless refusal of "not even selling parts".

Five years later, a dramatic scene appeared in Zhuhai Gree Electric Co., Ltd., and three Japanese companies visited Gree successively, begging for merger and acquisition cooperation. Unlike five years ago, this time Zhu Jianghong insisted on "refusing".

In the hundred-year history of air conditioning development, the United States and Japan monopolized most of the core technologies. Zhu Jianghong believes that advanced technology cannot be given by others. After coming back from Japanese investigation, Zhu Jianghong immediately organized a technical research team and began the painstaking research on frequency conversion and multi-link technology. A year later, Gree finally developed the first variable frequency one-to-many air conditioning unit with independent intellectual property rights in China.

This happened in Chongqing last year. Last summer, Chongqing suffered a high temperature of 44.5 degrees Celsius once in 50 years. The extremely high outdoor temperature has caused many brands of air conditioners to "strike" despite meeting national standards. However, Gree air conditioner, which once won the reputation of "desert air conditioner", still works normally, bringing coolness to Chongqing people, thanks to the technical guarantee that Gree is much higher than the national standard.

"A person without a backbone will never stand up, and an enterprise without core technology will never have a backbone." Zhu Jianghong said, "What Gree wants to do is by no means a replica, but a world famous brand created by Gree."

In order to continuously improve the capability of independent technological innovation, Gree invests more than 3% of its sales revenue in technological research and development every year, making it the most expensive enterprise in the air-conditioning industry in China. At present, there are more than 1200 R&D personnel in Gree Electric, including foreign experts, of which 90% are R&D personnel with bachelor degree or above. Gree Electric has also created a scientific research environment that respects knowledge and talents, and set up a scientific and technological progress award to reward scientific and technological heroes, with the highest single award of 6,543.8+0,000 yuan.

In order to keep up with the cutting-edge technology of air conditioning industry in the world, Gree Electric has built the world's largest professional air conditioning R&D center, with more than 220 professional laboratories in heat balance, noise and reliability, which are in the leading position in the world in terms of quantity, scale and technical level. In addition, a large refrigeration technology research institute has been established. At present, it has applied for more than 0/000 patents at home and abroad, and the varieties and specifications of air conditioners rank first in the world.

Story 3: "sonorous rose" is called the giant of home appliance sales.

Enterprises that are responsible to consumers will get better and better if they are integrated into the spirit of innovation.

There is a popular saying in the home appliance industry that "the channel is king". Many home appliance enterprises have even become vassals of chain channels and hypermarkets. However, in April, 2004, Gree stopped the home appliance sales giant, withdrew its own products and developed its own specialty store. At that time, it was generally believed in the industry that Gree had "eaten the courage of a leopard" and "died without regret". However, several years of practice have proved that Gree has not only not died, but has "lived better", and its sales have maintained a strong growth of more than 30%! Today, there are more than 3,000 Gree stores, which has become an important force for Gree Electric to attack the city. Dong Mingzhu, president of Gree Electric, known as the "sonorous rose" in the home appliance industry, took the lead in challenging the home appliance sales giants and innovating the marketing model.

"I never thought that some chain giants were home appliance predators. Carnivores eat people, and they can't live with others, which is also contrary to the requirements of building a harmonious society. Circulation enterprises should fulfill their responsibilities in the circulation field and better reflect the service function of meeting upstream manufacturing and downstream consumer terminals. Crazy promotion can only make manufacturers fall into a' price war', and manufacturers can only cut corners and perfunctory consumers. Gree never participated in the' price war', but its annual sales increased from 20,000 units to130,000 units in 2006, amounting to 23 billion yuan. This proves that enterprises will get better and better as long as they are responsible to consumers and integrate into the spirit of innovation. " Dong Mingzhu said.

Dong Mingzhu has a profound understanding of responsibility. Because of her solid work and perseverance, her opponent described her as "the road she has traveled can't even grow grass."

In view of the strong seasonality of air conditioners, Dong Mingzhu initiated the "off-season discount rebate" mode to balance off-season production and sales. Since then, she innovatively put forward the model of "regional sales company", which unified channels, networks and markets to protect the interests of the majority of second-and third-tier dealers and consumers. ...

Repeated innovations in marketing have won consumers and distributors, and the sales of Gree air conditioners far exceed those of competitors.

In terms of personnel training and innovation, unlike other enterprises that re-use "airborne troops", Gree Electric pays attention to training its own cadre echelon, and creates a selection, training and incentive mechanism of meritocracy.

Treating ordinary employees not only provides a lot of promotion opportunities, but also creates a good environment for success. Zhang Shuyuan, an ordinary monitor of Gree Screening Branch, was awarded the "Zhang Shuyuan fluorine recycling machine" by the company for inventing the fluorine recycling machine, and was awarded the "China Youth May 4th Medal" by the Central Committee of the Communist Youth League. Cao Xiangyun, an ordinary forklift worker, won the championship in the national forklift competition with his skillful forklift skills. ...

In September 2006, Gree won the title of "China World Famous Brand", which was the first and only time that an air-conditioning enterprise in China won the title of "China World Famous Brand". In this regard, Gree people are very sober. Zhu Jianghong said to employees: If you can't comment on world famous brands, the pressure will be for a while; If it is rated as a world famous brand, the pressure is lifelong, and Gree people need to make more efforts and hardships!