Haier Culture: Innovation is our soul.
Enterprise Culture——the base for sustainable development
Japanese company focuses on work for employee and value, respect employee so that to gain production enthusiasm.
According to many successful enterprises, we find that the reason of remaining invincible for those companies is because they have their own enterprise cultures. They possess value tenet or spirit and consider employees as the richest wealth, focus on human value, care about employees’ requirements, pay attention to talent foster and development.
American researcher concludes two points after decades of research. Firstly, company culture has great impact on enterprise business in long term. Secondly, company culture might become a key factor that determines enterprise’s success and failure.
Haier Spirit——dedication, pursuing excellence
Pursuing to be excellent is not a goal. It’s a kind of sprit.
It shows in the following four aspects:

• Excellent product.
• Eximious service. Pre-sale service; service during sale, after service. Haier develops service concept as develop－manufacture－pre-sale－sale－after sale－call back.
• Obvious profit.
• Outstanding talent. Haier considers that the body of company management modernization is human. Base on this point, Haier forms the concept “To create famous brand, we must to cultivate talent firstly.”

Haier Style——Rapid reaction
Soul of Haier Culture——Innovation Spirit
Nowadays, the competition is fierce ten times than before. Companies are facing existence crisis.
Innovation is guidance
Strategy innovation is direction.
Market innovation is goal.
Technology innovation is method.

Haier Culture Core: “Dedication, pursuing excellence” and “Be sincere forever.” They are Haier’s philosophy and value. Haier promotes that Uniform individual career plan with Haier career together. This core value is: personal value higher than product value; common value superior than individual value; cooperative value larger than single effort value; social value higher than profit value.

Company culture means to make research on human including intention, will, thinking mode. Team spirit and culture mean to consider individual interest, life goal, individual ambition and mobilize each employee’s enthusiasm.


The most important and charming factors of Haier Culture are: sense of responsibility and initiative; possibility of sustainable improvement and constant innovation; meet customers’ needs; make contribution for society.
Survival Concept: If you are Always jitter, you will tread on eggs forever.
Crisis consciousness—— Misery brings energy

An enterpriser is not qualified to be a modern enterpriser if he doesn’t have crisis and misery consciousness. The biggest crisis and challenge comes from its inside not outside, from itself not competitor.


Carving out Enterprising——Carving out business; Not for keeping business

Zhang Ruimin wants to establish such trend: there are always leading enterprises coming out; different departments have great achievements; at the same time, to allow each company, every department and every employee to realize that we can only maintain advantages when we try our best to work.


Talent
Zhang Ruimin sums up three spirits since Haier establishment: The first type is hardworking type. It outlives the pressure brought by enterprise development, maintains struggling spirit and efficient. The second type is to achieve company’s goal by effort and without emphasizing special difficulties.
Haier promotes “Efficiency brings competing force.”.
Respect talent——everyone is talent.
Pick talent——pick talent in competition
Using talent——dynamic transform
Appraising talent——80/20 principle
Trust talent——trust employees’ self-management
Cultivate talent——Haier style of training

Praise talent——encouraging mechanism


Enterprise can take these three basic strategies according to market competition:

1. Leading total cost. That means to reduce cost, control management charge strictly and reduce cost expense in research, development, service, marketing and advertisement to the largest extent.
2. Be original. That means to be different in product design, after service and product technology.
3. Centralize goal. Concentrate all forces to possess a certain type of customer, a kind of product series or a market.

Marketing Strategy——Sell credit, not sell product

Haier Market Competing Concept: Value competition, not price competition
Hairer Competing Concept: Float ship principle
“Float ship principle” means what we only need is be superior a little than adversary then you will master the initiative right of market.




Haier Market Concept: create market

A permanent principle of market is changing forever. The only way for success is innovation. Innovation is the core and soul of Haier culture


Aim at requirement——carve up the market finely
Facing at difficulty——say no to the market
Haier service concept: customers are always right.
Haier slogan——Be sincere forever
Haier product——From quality advantage to service advantage
Haier After Service——Star level service
Haier Principle——Customers are always right.

Haier service goal: No defect in product, no complaint for product and no annoyance for service


Haier Technology Innovation Concept: create new market and create new life
Customers’ puzzle——Haier innovation task
Create new market——Making cake again.
Haier researchers appreciate this sentence: “Think out a product.” Think out product mean to construct new market and create new market.