Haier Group is the world's white goods brand, China's most valuable brands. Haier set up a 29 in the global manufacturing base, eight comprehensive research and development centers and 19 overseas trading companies, employs more than 6 million people worldwide, has developed into a large multinational group.

Haier CEO Zhang established brand strategy guidance, has the implementation of brand strategy and diversification strategy and internationalization strategy, the end of 2005, Haier into the fourth strategic phase - global brand strategy stage. Chuangye 24 years of hard efforts, the Haier brand in the world-wide reputation has increased significantly. In 2009, Haier brand value up to 81.2 billion yuan, since 2002, Haier brand value for 8 consecutive years ranked the most valuable Chinese brand list. Haier brand refrigerators, air conditioners, washing machines, televisions, water heaters, computers, mobile phones, home integration products was named in 19 Chinese famous brand, which Haier refrigerators, washing machines AQSIQ also world famous as the first batch of China.

2008 year 3 months, Haier selected for the second time the British "Financial Times" named the "Top Ten world-class brand." June 2008, in the "Forbes", "the world's most prestigious big business 600 Strong" Award, Haier ranked 13th, is the highest ranking Chinese companies. July 2008, in the "Asian Wall Street Journal" organization named "Asia's top 200 enterprises", the Haier Group, for five consecutive years topped the "Mainland China integrated enterprise leadership" topped the list. Haier has been among the ranks of world-class brand, its influence is expanding as the global market and rapid increase.

consumer market, according to research institutions world-famous European Perspective (Euromonitor) released the latest data show that the world's white goods brand Haier ranked first in global market share rate of 5.1%. This is the Chinese white goods for the first time become a global brand. At the same time, Haier refrigerators, Haier washing machines and 10.4%respectively of the global market share of 8.4%, were ranked first in the industry. In the smart home integration, network appliances, digital, large-scale integrated circuits, new materials technology, Haier is also a world leader. "Innovation driven" Haier is committed to meet the needs of global consumers a solution to achieve a win-win between enterprise and customers.

As of the end of 2009, Haier 9738 total patent applications, including patents 2799, ranking top Chinese home appliance enterprises. Only in 2009, Haier to 943 patent applications, of which 538 patents, an average of every working day to apply two patents. In the independent intellectual property rights, based on Haier has been involved in 23 international standards, including powder-free washing technology, anti-power wall technology, 7 international standards have been promulgated and implemented, indicating that the Haier innovative technologies in the international standard field has been recognized ; Haier led and participated in the preparation of 232 national standards, amendments, of which 188 have been released, and 10 received the National Standard Innovation Award; involved in the development industry and other standards 447. Haier is the participation in international standards, national standards, industry standards largest home appliance business. Haier is the only access to the International Electrotechnical Commission (IEC) management decision-making developing countries, business representatives, in June 2009, IEC select Haier as the world's first "Model Innovation Base."

practice in innovation, Haier explore the implementation of the "on the matter, Albert, Nissin high" "OEC" (Overall Every Control and Clear) management model, "market chain" management and "human single one" mode of development of international management community attention. At present, Harvard University, University of Southern California, Switzerland, IMD International Institute for Management, France, European School of Management, Kobe University School of Business specifically for this case study. Haier's management of more than 30 cases are 12 universities in the world to write case base, where "active Haier culture shock fish" management case be included in the Harvard Business School case library, Haier "market chain" management is included in the EU case base.

2010, Haier entered the implementation of the first five years of global brand strategy. Haier will continue to promote the "creation of resources, reputation as a global" enterprise spirit and "one single one, quick, decisive victory" style of work, further promoting the information process reengineering, human body of a single one as the fulcrum of self-management, through the " actual situation under the network with zero inventory supply-demand "business model innovation, and strive to build a system to meet the dynamic needs of users, as always, users innovate, create your own world famous Chinese!