1984~1991
1
Top-brand Strategy
1991~1998
1998~2005
2005~2012
2
Diversified Strategy
3
Internationalization Strategy
4
Global brand strategy
2012~2019
2019~
5
Network Strategy
01 Thunder robot
02
Youzhu
03
Xiaoshuai
04
Jiuzhidao
05 Shunguang
Domestic cases
01 Thunder robot
02
Youzhu
03
Xiaoshuai
04
hidao
05 Shunguang
Domestic cases
01 Thunder robot
Rendanheyi 2.0
Entrepre neurs
Persona lized
Platform
Platforms
>20
• Owners • Rules • Resource
Micro-enterprises
>200
• Shunt • Owners • 3*self
Global
• ???
Domestic cases
High
Medium
High Least developeMd ceoduinutrmy
Low
High
High
Medium
Slow
Quick
Low
High
Tech war
Price war
Least developed countries
Low Low High Low — — —
Internationalization strategies
03
Xiaoshuai
04
Jiuzhidao
05 Shunguang
Domestic cases
01 Thunder robot
02
Youzhu
03
Xiaoshuai
04
Jiuzhidao
05 Shunguang
Global
GLC6 regions28 countries
Global cases SANYO FPA GEA CANDY
Team 10
Haier’s
Case Topic : Organizing for success & Globalization
Questio n1
What
is Haier’s competitive strategy
? in home market ? Why do you think so
Haier’s competitive strategy in home market
LIFE 品牌价值（亿元）
Data from : 睿富全球排行榜中国品牌价值报 告
Questio n3
WillHaier’s “Rendanheyi” model work
for
? Haier’s globalization strategy ? Why do you think so
Opening Question
6
Ecological Brand Strategy
Financial Comparison of
Haier Midea Gree
Zhang Ruimin： No
speed No future
Questio n2
IsHaier’s decision to globalize into
developed market first a good
Product superiority
Brand advantage
Enterprise advantage across different regions
Types Low income Middle class High income
Cost advantage
Product superiority
What’s “Rendanheyi”
1.0
2.0
How it work? Domestic Global
Will it work for globalization？
The trend of market
Similarity model
Discussion
Rendanheyi 1.0
Sought to tear down the walls between the company and users to achieve zero distance.
Brand advantage
Developed countries
Developing countries
Niche advantage Resource superiority
Cost advantage Testing standard
Speed of enter Product sales core competence
Consumer appliance trend
Similarities model
Similarities model
Autonomy
Stakeholders benefits
谢谢观看
THANK S
NO.1 2002-2015
1400
海尔品牌价值
1286.6
1200
1000 800 600 400 200
962.6992.291038 907.62 749 786 803 812 855.26 702 612 489 530 436
330
0 42.6 1995 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Good quality Excellent service High technology Fully functional
Haier = Higher Haier Brothers
Adjust measures to local conditions
03
Brand Communication
Star products GER (refrigerator) JPN (washing machine)
Export brand instead of export earnings
Take the market before set up a factory
Design, manufacture and sell locally
Brand Positioning
01
02
Brand Value Brand Identity
? strategic approach ? Why do you think so
Enterprise advantage across different industries
Types Primary industry
Cost advantage
Secondary industry
Tertiary industry
02
Youzhu
03
Xiaoshuai
04
Jiuzhidao
05 Shunguang
Domestic cases
01 Thunder robot
02
Youzhu
03
Xiaoshuai
04
Jiuzhidao
05 Shunguang
Domestic cases
01 Thunder robot
02
Youzhu