What is the difference between Haier's network marketing model and traditional marketing model?

Qingdao Haier Co., Ltd. was founded on April 28, 1989, which is based on the reorganization of the former Qingdao Refrigerator Factory, and set up by directional fund-raising joint-stock limited company

Nowadays, the Haier Group is the world's fourth-largest manufacturer of white home appliances, China's most valuable brand

Haier Group owns more than 240 legal entities, and establishes localized design centers, manufacturing bases and trading companies in more than 30 countries worldwide. It has established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world, with a total of more than 50,000 employees worldwide, focusing on the development of the four pillar industries of science and technology, industry, trade and finance, and has developed into a large-scale multinational enterprise group, Haier Group has achieved a global turnover of 107.5 billion yuan

Haier Group, under the guidance of the famous-brand strategy established by the Chief Executive Officer, Mr. Zhang Ruimin, has implemented the brand-name strategy, diversification strategy, and the most valuable brand in China. brand strategy, diversification strategy and internationalization strategy

Haier has entered the stage of globalization brand strategy, and the reputation of Haier brand in the world has been greatly improved

In 1993, the Haier brand became the first batch of Chinese well-known trademarks; in 2006, Haier's brand value was as high as 74.9 billion yuan, and the value of the Haier brand was the top of the list of China's most valuable brands for five years since 2002

The brand value of Haier was the top of the list of China's most valuable brands for five consecutive years. Haier brand of refrigerators, air conditioners, washing machines, televisions, water heaters, computers, cell phones, home integration and other 19 products were named China's famous brand, of which Haier refrigerators, washing machines were also named by the General Administration of Quality Supervision, Inspection and Quarantine as the first batch of China's world-famous brand, August 30, 2005, Haier was named by the Financial Times as one of China's top ten "world-class brands". In 2006, Haier Group topped the list of "Top 200 Asian Enterprises" organized by The Wall Street Journal Asia for the fourth consecutive year in the list of "Comprehensive Leadership of Mainland Chinese Enterprises". "

Haier has become a world-class brand, and its influence is rising rapidly with the expansion of the global market

Analysis of Haier's situation, position, and mission: In the face of new global competition, Haier plans to build the Group into a flagship of its white goods business, and ultimately become one of the top three global white goods manufacturers

Haier is a global leader in the white goods industry. Haier has established a globalized brand strategy, initiated the entrepreneurial spirit of "Creating Resources and Global Reputation" and the work style of "People and Order Integration, Quick Decision and Quick Victory" to challenge itself and tomorrow, and continue to innovate in order to create a world-famous brand name for the Chinese people themselves! In order to create the world famous brand of Chinese people, we will continue to innovate! In order to adapt to the situation of global economic integration and operate a global brand, starting from 2006, Haier Group has entered the fourth stage of development strategy innovation: the stage of globalization brand strategy, following the stage of brand strategy, diversification strategy and internationalization strategy

The difference between the internationalization strategy and the globalization brand strategy is that the internationalization strategy stage is to radiate all over the world with China as the base; Globalization brand strategy is to create a localized Haier brand in each country's market

Haier's implementation of globalization brand strategy to solve the problem: to enhance the competitiveness of the product and the competitiveness of the enterprise's operations

With sub-suppliers, customers, users are to achieve a win-win profit

From the mono-cultural to multi-cultural, to achieve sustained development

Haier Group in the CEO Zhang Ruimin established under the guidance of the brand-name strategy, has implemented the brand-name strategy, diversification strategy and internationalization strategy, at the end of 2005, Haier entered the fourth strategic stage - globalization of the brand-name strategy stage in Haier, the network appliances has become the primary task of this year and even for a considerable period of time in the future

From CEO Zhang Ruimin to President Yang Mianmin, network home appliances have occupied their main eyes; the group's various divisions have also raised the priority of network home appliances because of the adjustment of the assessment index, pouring in a lot of manpower and material resources; in Haier's internal publication "Haier People", "u-home" has been published in the newspaper for one month in a row in each issue. "

Haier's goal, flag, slogan: Haier's goal is the world's top 500, Haier people hope to revitalize their own national economy, to quote the history of the United States, the only four-term President Franklin D. Roosevelt's sentence: "The only thing we are afraid of is our own. ourselves"

Nobody can save us, only by ourselves, only to continue to overcome self, will be strong, although the road is long, as a philosopher said: "as long as you find the road, not afraid of the road is far away"

Haier people also want to reform and open up the road of

Its mission is to establish the world's advanced level of technology research and development institutions and advanced resource integration centers, the integration of the use of global advantageous resources for the Haier Group in the global development services, to support the Group's global brand strategy is the goal of the Haier Central Research Institute

Haier Central Research Institute's mission is to provide the The core of Haier culture is innovation

It is a cultural system that has emerged and gradually formed its characteristics during Haier's 20-year development process

Haier's culture is guided by conceptual innovation, oriented by strategic innovation, guaranteed by organizational innovation, and supported by technological innovation, With market innovation as the goal, along with Haier from scratch, from small to large, from big to strong, from China to the world, Haier culture itself is also constantly innovating and developing

The general recognition and active participation of employees is the most important feature of Haier culture

Currently, Haier's goal is to create a world-famous brand in China, and to strive for the glory of the nation

This goal perfectly combines the development of Haier with the pursuit of personal values of Haier employees. Haier employees' personal value pursuit is perfectly combined together, each Haier employee will be in the process of realizing Haier's world famous brand goal, to fully realize their personal values and pursuits

Haier is the sea, sincerity forever

Haier's corporate culture is the value of innovation of the enterprise leaders, which is recognized by all the employees

Haier's policy, image, and the theme: in the face of the new global competitive conditions, Haier has established a new corporate culture, which is the most important one in China. In the face of new competitive conditions of globalization, Haier establishes a global brand strategy, initiates the enterprise spirit of "Creating Resources, Global Reputation" and the work style of "Human Order Integration, Quick Decision and Quick Victory", challenges itself and tomorrow, and creates a world famous brand of Chinese people. Continuous innovation! Haier's new logo consists of Chinese and English, compared with the original logo, the new logo continues the brand culture formed by Haier's 20 years of development, at the same time, the new design emphasizes the sense of the times

English logo of each stroke is more concise than before, ***9 strokes, "a" reduces a bend, indicating that Haier people recognize the target and do not look back; "r" is the "a", which means that Haier people recognize the target and do not look back; "r" is the "a". The "a" is reduced by one bend, which means that Haier people are determined to achieve their goal without looking back; the "r" is reduced by one branch, which means that Haier people's determination to move upward and forward is unshakeable

The core of Haier's new logo design is speed

Because in the age of information technology, the speed of the organization and the speed of the individual are all required to be faster

The style of the English logo is minimalist, energetic and upward

The style of the English logo is simple, energetic and upward. Upward

The overall structure of the new English logo is simple, showing that Haier's organizational structure is flatter; everyone is more energetic, and has a faster response to the global market

Going out, going in, and walking up--internationalization of Haier

Going out: into the mainstream foreign countries and the mainstream market; walking in: into the mainstream market; and walking up: into the internationalized Haier. Mainstream market; go into: into the foreign mainstream channels, sales of mainstream products; go up: really become a local mainstream brand

Haier's style, strength and program: Zhang Ruimin, chief executive officer of Haier's thinking summed up this idea as "thinking global, action localization," the idea must be global, even if you don't think global, global, localization, and so on. Even if you don't think globally, the world will think about you

The purpose of the localization of action is to speed up the process of penetration of the brand influence

Haier's localization is shown in the advertisements should be localized, such as Haier in the United States advertisement slogan is Whattheworldcomeshometo, and in Europe, it is used in the Haier and higher

The brand value of Haier has been five years in a row, and the brand value of Haier has been five years in a row. p>Haier brand value for five consecutive years in China's most valuable brands topped the list

Haier brand of refrigerators, air conditioners, washing machines, televisions, water heaters, computers, cell phones, home integration and other 19 products have been named China's famous brands, including Haier refrigerators, washing machines were also named by the State Administration of Quality Supervision, Inspection and Quarantine of China's world famous brand, August 30, 2005, Haier was the Financial Times, the United Kingdom, as "China's top ten world-class brands. On August 30, 2005, Haier was named one of China's top ten world-class brands by the Financial Times

In 2006, Haier Group was ranked as one of the "Top 200 Asian Enterprises" by The Wall Street Journal Asia for the fourth consecutive year. In 2006, Haier Group topped the list of "Comprehensive Leadership of Mainland Enterprises" in the "Top 200 Asian Enterprises" organized by The Wall Street Journal Asia, for the fourth consecutive year.

Haier has been ranked among the world-class brands, and its influence is rising rapidly with the expansion of the global market

In the practice of innovation, Haier has explored the implementation of the "OEC" management mode, "market chain" management and "human single integration" development model have attracted the attention of the international management community, at present, there are American Harvard University, the University of Southern California, the IMD International Management Institute in Switzerland, the European Management Institute in France, Kobe University in Japan and other business schools dedicated to this case study. Haier's "market chain" management has also been included in the EU case database

Haier's "human-single" development model provides innovative thinking for solving the inventory and overdue receivables of the global business, and has been hailed as "the pulse of the global business" by the international management community. The management model of "aligning the pulse of global business"

Haier's process of creating the localized Haier brand name is divided into three stages, i.e., the stage of localized awareness, the stage of localized rooting, and the stage of localized brand name

This is Haier's "trilogy" to the world.

This is Haier's "trilogy": the first step, in accordance with the policy of "'creating a brand' rather than 'creating foreign exchange'", exporting products to develop overseas markets, and playing the "The second step, in accordance with the principle of "market first, then build a factory", when the sales volume reaches the break-even point of building a factory, open an overseas factory to fight "credibility"; The third step, in accordance with the policy of localization, the implementation of the "trinity" of local development strategy, to play the "reputation"

The first step is to sow seeds, the second step is to take root, and the third step is the result

" The trilogy" is the development of practice, at the same time, Haier people's understanding of the internationalization of business is also deepening

Lastly: it has the complexity of a large website

In the release of information on the most basic functions, Haier in the website released most of the information, such as: enterprise dynamics, recruitment information, product introduction, etc.

Product management, product information can be added, modified, deleted

Membership management, some services require users to register to get, or want users to participate in certain activities, Haier specifically in the home page there is a link to the membership center, which is highlighting the importance of membership

Order management, with online sales

Mailing lists, Haier gave information categories, involving products, you can subscribe, you can also unsubscribe, this is also in line with the concept of corporate Web site in marketing, he did not force the user must subscribe to his product information, as the saying goes: "strong melon is not sweet"

Online help, Haier has an online repair, instant messaging

Station Search, given at the top of the home page of the site, highlighting its importance

Advertising management, Haier gives some valuable advertising space

Online surveys, there is no shortage of Haier site

At the same time, Haier is also in the service of the Olympic Games in the field of the "Green Olympics, Science and Technology Olympics, the Olympic Games, humanistic Olympics The service concept of "Green Olympics, Scientific Olympics, Humanistic Olympics" has been extended to the field of household products, allowing users to experience the Olympic-level treatment and enjoyment as "Olympic masters", and rapidly forming an effective association between the brand and the Olympics in the minds of the majority of consumers