青岛经济技术开发区海尔热水器有限公司的发展历程

海尔集团是世界白色家电第一品牌，1984年创立于中国青岛，现任董事局主席、首席执行官张瑞敏是海尔的主要创始人。截至2009年，海尔集团在全球建立了29个制造基地，8个综合研发中心，19个海外贸易公司，全球员工超过6万人。2009年，海尔集团全球营业额实现1243亿元（182亿美元），品牌价值812亿元，自2002年以来连续8年蝉联中国最有价值品牌榜首。海尔积极履行社会责任，援建了129所希望小学，制作了212集儿童科教动画片《海尔兄弟》，是2008年北京奥运会全球唯一白色家电赞助商。

Haier Group
Haier is the world’s 4th largest whitegoods manufacturer and one of China’s Top 100 IT Companies. Haier has 240 subsidiary companies and 30 design centers, plants and trade companies and more than 50,000 employees throughout the world. Haier specializes in technology research, manufacture industry, trading and financial services. Haier 2006 global revenue was RMB107.5 billion.

Guided by the business philosophy of CEO Zhang Ruimin, Haier has experienced the development stages, noted as Brand Building, Diversification and Globalization. At the 21st anniversary of the founding of Haier Group on December 26, 2005, Haier announced its 4th strategic development stage of global brand building. In 1993, Haier brand was officially recognized as a famous brand. In 2006, Haier brand was valued at RMB74.9 billion. Since 2002, Haier has consecutively been ranked first in the row of China’s most valuable brands for manufacture of 18 products, including refrigerators, air conditioners, washing machines, televisions, water heaters, personal computers, mobile phones and kitchen appliances. Haier was ranked first of China’s Top 10 Global Brands by China State Bureau of Quality and Technical Supervision (CSBTS) for refrigerators and washing machines. On August 30, 2005, Haier was ranked 1st of China’s Top 10 Global Brands by the Financial Times.

Haier has been widely recognized as a leader of 9 products in terms of domestic market shares and the 3rd player of 3 products in the world market and world-class company in the fields of home integration, network appliances, digital and large scale integrated circuits and new materials. Haier has long attached significance to innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and clients. Haier has currently obtained more than 7,000patented technology certificates (1234 for Haier inventions) and 589 software intellectual property rights. Haier has hosted and taken part in modification of about 100 technological standards. Haier technology of safe care water heaters and dual drive washing machines has been proposed to the IEC Criteria.

Haier’s “OEC”, “Market-chain” and “Individual-goal combination” management performances have been recognized worldwide. Haier’s experiences have also been introduced into case studies of business mergers, and to financial management and corporate cultures of many foreign educational institutes, including Harvard University, University of Southern California, Lausanne Management College, the European Business College and Kobe University. Haier’s Market-Chain Management practice has also been recommended to the EU for Case Studies and “Individual-goal combination” management concept has been recognized by worldwide management researchers as an feasible solution of commercial over stocks and accounts overdue.

Facing the fierce global market competition, Haier launches the Global Brand Building Strategy and updates spirit “Create resources, worldwide prestige” and work style “Individual-goal combination, swift action and success” with an aim to gain global recognition and sustainable development.

Unmatched Home Appliance Product Offerings
Haier’s product categories range from refrigerators, refrigerating cabinets, air conditioners, washing machines, televisions, mobile phones, home theatre systems, computers, water heaters, DVD players and integrated furniture, among which 9 are ranked market leaders in China, and 3 are ranked among the top 3 worldwide in their respective industries. Haier is also a world leader in the technology domains of intelligent integrated home furniture, networked home appliances, digitalization and large scale integrated circuits.

By April 2006, the Haier Group has obtained 6,189 patented technology certificates and 589 software intellectual property rights. Haier’s proposal for safe care water heater technology initiative was accepted at the 66th IEC Conference in 2002 and Haier dual drive washing machine technology was included in the 2006 IEC standard proposal. This clearly demonstrates Haier’s world-class innovation capabilities in product R&D.

Global Branding Strategy
Haier’s global branding strategy aims at positioning the company as a local brand in different world markets in conjunction with enhanced product competitiveness and strong corporate operations. Haier’s international business framework encompasses a global network of design, procurement, production, distribution and after-sale services. Today, Haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centers and over 58,000 sales agents worldwide.

In China, Haier’s 4 leading product categories - refrigerators, refrigerating cabinets, air conditioners and washing machines - have over 30% market share. In overseas markets, Haier products are available in 12 of the top 15 chain stores in Europe and 10 leading chain stores in the USA. Haier is now approaching its goal of being “local” in American and European markets via localized design, manufacturing and sales processes. In addition, Haier has set up production facilities and plants in the USA, Italy, Pakistan, Jordan and Nigeria.

Haier’s innovative management principles, such as Haier’s OEC management model, “market-chain” management and “individual goal combination” – a system of assigning incentives-based responsibility to staff to ensure the quality of products delivered to their customers – have gained high recognition among international management institutes. Haier business case studies are included in the text books of Harvard University, University of Southern California, Lausanne Management College, European Business College and Kobe University.

Services
With the concept of “customers as the foundation of growth”, Haier provides a one-stop star service to its customers. In a joint survey conducted by the China Consumer Association and the China Enterprise Research Centre of Tsinghua University on China’s domestic durable commodities for 2003 and 2004, 8 of Haier’s product categories were ranked No. 1 for customer satisfaction and overall satisfaction.

In addition to high quality home appliances, Haier is also focused on offering best-of-breed service solutions to its customers. Haier’s service system runs throughout the production process from product design, production, manufacturing, to pre-sale, under sales and after sales service. Since 2002, Haier has successfully established a network of over 5,000 domestic professional service suppliers to deliver timely customized service.

Partners
Haier has established an extensive sales network around the globe. Key partners in perspective markets include:

China: Strategic alliance with Suning and Gome chain stores
America:Cooperation with TOP 10 retailers, e.g. SEARS, Lowe's, HOME DEPOT, Best Buy, PC-Richard, Wal-Mart, Sam's, Costco, BrandsMart and Target
Japan: Cooperation with TOP 10 retailers, e.g. YAMADA, KOJIMA and JUSCO
Europe: Cooperation with KESA, Media Market and Carrefour

海尔热水器大事记
1995年，第一台水电分离热水器研发成功。
1997年，第一台漏电保护器热水器研发成功。
1999年，第一台安全三保险热水器研发成功。
2001年，第一台全封闭热水器研发成功。
2002年3月18日，第一台防电墙电热水器研发成功。
2003年4月海尔防电墙专利技术被科技部列为国际级火炬计划项目。
2003年10月，海尔“防电墙”技术提案被国际电工委员会采纳，即将成为国际标准。
2003年10月，被授权主导制定热水器安全标准、热水器性能标准、热水器安装规范等三项国家标准。
2004年4月，海尔热水器获得2004年中标认证中心节能贡献奖。
2004年7月海尔燃气热水器获得“中华环境保护基金会绿色产品奖”。
2004年10月21日，在中国国际厨卫展上银海象A5+获得厨卫设计大奖。
2004年11月27日，武汉海尔热水器生产基地投入生产，第一台热水器节能专家A5+下线。
2005年6月，海尔热水器银海象A6获得中国节能产品认证。
2005年8月，海尔热水器银海象A8获得中国节能产品认证。
2005年9月获中国名牌产品称号。
2005年10月12日，在中国国际厨卫展上海尔热水器银海象A8获得厨卫设计大奖。
2005年10月，海尔热水器获得中标认证中心2005年度节能贡献奖。
2005年，海尔防电墙热水器成为2008年北京奥运会热水器提供商，并成功中标航天城，成为落户酒泉卫星发射基地的唯一热水器品牌。
2005年7月、12月，IEC（国际电工委员会）大会主席Derek Johns先生先后两次专访海尔，全力支持在伦敦召开的IEC大会上使“防电墙”技术成为国家标准。
2006年5月,海尔防电墙热水器荣膺“2006首届创意中国盛典——最具创意的工业设计”大奖。
2006年10月30日, 防电墙技术提案被成功写入国家标准，并于2007年7月1日正式实施。
2007年1月21日，海尔凭借将防电墙技术成功写入电热水器新国家标准之贡献，独获家用电器、电子行业科技创新趋势发展论坛大会最具重量的奖项——标准创新贡献大奖。
2007年8月，海尔热水器与中科院力学联合研发成果——3D动态加热技术的海尔TT系列热水器成功上市。
2007年9月，海尔热水器成功中标北京2008奥运会奥运运动场馆、媒体村、物流中心等主体场馆热水器工程项目。
2007年12月9日，海尔防电墙热水器在第三届中国家居发展年会上，荣获“2007中国家居产业最具价值家居电器品牌”。
2007年12月，海尔热水器的专利防电墙技术标准提案已顺利走完了所有的审定程序，成功地从中国国家标准升级为国际标准。
2008年1月11日，海尔3D防电墙热水器、“无线通”燃气热水器等专利产品，荣获了影响2008年家电技术与消费趋势创新成果奖。
2008年3月5日，海尔自主研发的燃气热水器蓝火苗安全技术成为继防电墙专利技术之后再次获得国家专利的关键安全技术。
2008年4月，海尔防电墙热水器市场份额历史性突破40%。
截至2008年6月5日，海尔防电墙热水器产品已全面进驻包括运动员村、奥运媒体村、奥运物流总部、奥运体育中心等13个主要场馆，总安装台数达到6987件。
2008年8月9日，采用了海尔燃气热水器燃烧系统的奥帆赛火炬在青岛奥帆中心正式点燃，也标志着2008年奥运会青岛奥帆赛在青岛正式启动。
2008年8月30日，海尔推出了燃气热水器“圣火之心”系列产品，成为全球首款将奥运火炬尖端技术应用到燃气热水器产品，真正实现工业技术民用化。
2009年1月，海尔电热水器畅享系列凭借雪白冰玉外观荣获具有“设计界奥斯卡”之称的德国IF工业设计大奖。
2009年3月26日，海尔热水器凭借其在防漏电安全领域革命性突破的防电墙技术，以及自主研发的领先加热科技3D动态加热技术，一举获得了2009年中国电热水器发展趋势论坛上的电热水器安全贡献、节能贡献和节能创新三项大奖。
2009年4月15日，海尔畅享系列六款电热水器产品正式上市。该系列产品瞄准高端消费者，以其时尚唯美的造型、融合领先科技的简便操作，正式打响了海尔热水器转战高端市场的第一枪。
2012年9月1日，海尔热水器在首届中国家用电器行业“十大品牌”评选（暨中国家用电器品牌试评价活动）中荣膺热水器十大品牌榜首。
热水器十大品牌