HAIER AMERICA WHO WE ARE & WHAT WE STAND FOR 2014
Founded in Qingdao China in 1984, Haier has experienced rapid growth from a simple refrigerator factory into a leading multinational consumer electronics and home appliances company.
At Haier, weve fashioned ourselves into a global company that maintains a solid focus on local management and production.
Offices in all major areas of operation, including regional headquarters in Paris, New York, and Qingdao, keep our operations streamlined yet tailored to the demands of the local market.
For the fifth year in a row, Haier ranked #1 in Euromonitor Internationals Global Major Appliances Brands ranking by brand share (by global brand name). Euromonitor is the global leader in consumer market strategy research.
In addition to the overall ranking, Haier was awarded the top spot in four separate product categories:
Wine Cellars* Home Laundry* Refrigeration Appliances* Freezers**
#1 APPLIANCE BRAND
* Fifth consecutive year awarded top spot
** First year awarded top spot
****with 9.7% retail volume share in 2013. Source Euromonitor International Limited; retail volume sales in units based on 2013 data.
Founded in Qingdao, China, with a focus on commitment to quality.
Achieved the U.S. UL Certification, giving a jumpstart to Haiers global strategy.
Invested in America with the opening of a factory in South Carolina.
Launched 1st Room Air Conditioner.
The South Carolina government renamed a road Haier Boulevard in appreciation of the companys contribution to the local economy.
Transformed the iconic Greenwich Savings Bank building into its North American Headquarters.
First full size refrigerator rolled off the line in Camden, SC.
Achieved #1 market share in compact refrigerators.
Recognized for key achievements and contributions to reducing the environmental impact of the 2008 Olympic Games in Beijing.
Euromonitor International recognized Haier as the #1 major appliance brand in the world (by global brand name).
Launched full Energy Star qualified stainless steel tub Dishwasher line.
Haier Volunteers program launched with Food Bank for New York City.
Smarter Life Better Planet corporate social responsibility program launched.
Haier acquired Fisher & Paykel. Haier acquired SANYO Electrics refrigerator, washing machine and other consumer electric appliances business in Japan, Indonesia, Malaysia, the Philippines and Vietnam.
Established a Research & Development Center in Camden, South Carolina, reinforcing its commitment to offering home solutions specifically tailored to the North and South American market.
In 2013 Haier underwent a substantial transformation changing their organization structure and approach to doing business in America.
A new regime of All-Stars has been put in place to win!
A NEW TEAM!
Adrian Micu joined Haier America as President and CEO in February of 2014 and is responsible for overseeing the companys businesses in North and South America. Mr. Micu has over twenty-five years of experience with executive-level engineering, technology and product development within the appliance industry. Most recently, he held the position of Vice President of Engineering with the Whirlpool Corporation where he led the engineering organization for entire company. Rian Cain joined Haier America in May of 2013 as the Senior Vice President of Sales and Marketing, Home Appliances and Home Comfort and leads all product marketing, sales and branding initiatives for both divisions.
For the first 12 years Haier has gone to market as a joint venture between a private group and Haier. The agreement ended in August of 2013 and a NEW Haier regime has begun in America.
New Head Quarters in NJ 1. Interactive Customer Evaluation Room 2. Future Technology Show Room 3. H/O Efficiency Lighting 4. Product Analysis Area 5. General Assembly Conference Room 6. Photo Studio
A NEW HISTORY IN AMERICA
Haier America USA Factory , Camden SC.
Currently building Highly rated Top Mount Refrigeration
So theres a little background about our trajectory as a company.
But what we really want to talk about today what we love sharing is our company culture, our sense of purpose, and what makes us different.
NOW, LETS GET TO THE GOOD STUFF
At Haier, were living proof that great leadership makes extraordinary things possible.
But dont take it from us.
Fortune magazine profiled our CEO, Zhang Ruimin, in their Worlds 50 Greatest Leaders issue, and heres what they wrote.
His radical management innovations have transformed Haier from a small, failing state-owned refrigerator maker into the worlds largest appliance brand.
He groups employees into small, self-managing teams that choose their own managers, compete for internal talent, and can earn big bonusesunusual in the West and unheard of in China.
POWER & POTENTIAL
Radical. Innovations. Transformed. Choose. Compete. Earn. Unusual. Unheard of. Worlds largest brand.
Sounds exciting, doesnt it? It is.
POWER & POTENTIAL
There is incredible power and potential in refusal.
At Haier, we adamantly refuse to lean on the way its always been done in the past.
Because you cant generate groundbreaking ideas without breaking current thought patterns.
And you cant have a breakthrough without breaking down old assumptions.
POWER & POTENTIAL
This is from Time Magazines article Zhang Ruimins Haier Power, which everyone involved in any business should read:
Enshrined in the cavernous showroom of Haier Groups headquarters is a simple sledgehammer. It might seem to have no reason to be there
But the blunt instrument was once wielded by Haiers long-serving CEO Zhang Ruimin, 65, to make a point.
Thirty years ago, the city government of Qingdao placed Zhang in charge of a dysfunctional, near bankrupt refrigerator manufacturer. The communist-era dinosaur was a managers nightmare. Workers were sluggish, careless and so undisciplined that Zhang had to stop them from urinating on the factory floor.
When a disgruntled customer returned a faulty fridge to the plant one day in 1985, Zhang inspected the factorys inventory and discovered that many of those were broken too. Frustrated, he lined up 76 flawed appliances on the shop floor and handed the workers sledgehammers.
Destroy them! he commanded.
Soon the factory was littered with fragments of plastic and metal. Zhang grabbed a sledgehammerone of which is now displayed in the showroomand smashed it into a fridge to make his message clear: workers must shatter their old ways.
The point is, you cant build something great without first breaking ground. We got to #1 by pioneering an imaginative, innovative mix of building and breaking. And we highly recommend it.
At Haier, we always put customers first. And to us, customers first is much more than a catchy tagline. Its absolutely everything. We believe deeply in the radical notion that truly great customer experiences happen when we take our cues directly from customer feedback.
We listen. We problem-solve. We invent. We listen more. That responsiveness, plus the extensive range and scope of Haier products, lets us do what only a handful of companies can we innovate and execute in fresh, unexpected ways creating complete home solutions.
To put it another way, heres another anecdote from Time Magazine:
In 1996, for example, a farmer complained that his washing machine kept backing up. When the repairman reported the device was being used to scrub sweet potatoes as well as clothes
Zhang ordered engineers to design special machines with buffers in the drain to protect vegetables and wilder drain pipes that wouldnt clog with dirt. By 2013, nearly one out of every 3 major household appliances bought by a Chinese consumer was a Haier.
Obviously, at Haier, we dont do business as usual.
OUR PHILOSOPHY CONTINUED
WHAT WE STAND FOR
We believeas demonstratedthat meaningful innovation stems directly from responding to customers needs. Company-wide, our culture is proudly focused on practical, actionable solutions, executed beautifully. Offering an astonishingly wide selection of productsconstantly updated for increasingly greater convenience and efficiencythats what Haier stands for in the market.
WHAT WE STAND FOR
We bring smart solutions to the marketplace and to consumers, but we cant do it alone. Our approach to partnerships is based on fluid communication and smart lateral thinking. We dont care where the next great idea comes fromas long as it makes life better, smarter and easier for our customer.
WHAT WE STAND FOR