This is a bright "brand report card" handed over by Haier in the digital age, and also represents the frontier direction of enterprise brand exploration in Qingdao.
On the occasion of the first Qingdao City Brand Day, Zhou Yunjie, head of the board of directors and CEO of Haier Group, talked about the outstanding brand building in his eyes, unlocking the password of Haier's ecological brand transformation. "Accelerating the building of world-class enterprises with outstanding products, outstanding brands, leading innovation and modern governance" is the explicit task set out in the Guidelines on Accelerating the Building of World-class Enterprises adopted at the 24th Meeting of the Commission for Deepening Overall Reform of the CPC Central Committee.
How will Haier build an outstanding brand to undertake the national strategy and create a world-class enterprise?
In Zhou Yunjie's opinion, first of all, behind the brand must be the support of quality. It is the most important factor of a brand for an enterprise to provide consumers with products and services of high quality and high experience. Secondly, the brand must have the characteristics of The Times. Brands must keep up with The Times. For example, in the current digital era, consumers need better scene experience, so the brand needs to be adjusted from product brand to scene brand. Thirdly, the brand must have the support of brand culture if it wants to achieve long-term sustainable development. Only by establishing a corporate culture centered on user experience can the brand really go far.Centering on the strategic main line of "the enterprise of The Times", Haier has put forward the transformation from product brand to scene brand and ecological brand.
"This is the direction of Haier's brand evolution." In the past, says Zhou, Haier has launched different brands around the world based on consumer demand. Haier and Casatti include GEAPPLIANCES or Monogram in the U.S., FISHER&PAYKEL in New Zealand, AQUA in Japan; Now, Haier has launched the scene brand Three-Winged Bird, which provides consumers with scene solutions rather than single products. It also launched an eco-brand, which is the Kaos brand.
"Kaos, by connecting various ecological parties, can create two value cycles of continuous iteration of user experience and value-added sharing of ecological parties, so that consumers and ecological parties can better connect, achieve the best match between supply and demand, so as to build a benign market." Zhou Yunjie said.
"People" are the driving force of brand value improvement
At present, the world landscape is evolving at an accelerated pace, and the global market is full of new challenges, which bring greater uncertainty to the development of brands and enterprises. In the transformation to an ecological brand, Haier gains the brand growth force that goes against the trend, and its brand value increases by 33% in 2021.
What is the driving force of brand value enhancement? In Zhou Yunjie's opinion, the driving force behind the brand is "people", because people's contribution to the brand value is the biggest.
Zhou Yunjie said that the value of "people" to the brand has changed a lot. "In the past, it was the employees of the company who created value for the brand. In addition to employees, users are now integrated with the enterprise. Consumers become 'consumers', designers and even marketers, and become direct participants in brand creation."The essence of the transformation of the "people" associated with the enterprise lies in Haier's ecological transformation. "Companies turn stakeholders into agents of value creation and brand creation." Zhou Yunjie said.
The driving force behind this transformation is the global initiative of Mr. Zhang Ruimin, founder of Haier Group. "The essence of the one-man model is to respect human nature to the greatest extent, stimulate human potential, so that everyone can create value for the enterprise, for the user." Zhou Yunjie said that no matter how the transformation, Haier will always adhere to the "maximum value of people".
Ecological brand transformation is crucial to the future of enterprises
At present, the iteration of digital technology is driving the concept of "scene" to penetrate into all walks of life, opening the curtain of "scene era". As Robert Scoble and Shel Israel asserted in their 2014 book The Coming Scene Age, now that "the five technological forces that make up the scene are everywhere", "the next 25 years will be the scene Age of human society". Haier's vision of the future, which proposes and practises "eco-branding", seems to go a step further than Scoble and Eisraer. In Zhou Yunjie's opinion, whether the transformation of ecological brand can be realized is related to the sustainable development of brands and enterprises.
The brand and the enterprise share weal and woe. In Zhou Yunjie's opinion, in order to realize the sustainable development of enterprises, traditional enterprises must become a platform, ecological enterprises. "In the past, enterprises focused on how to produce better products, but now they pay more attention to how to make better use of technological innovation to provide consumers with better life experience. In this process, enterprises have become a platform for innovation and entrepreneurship." Zhou Yunjie said, "If the products of enterprises in the past were mainly tangible products, now the function of enterprises is mainly to cultivate entrepreneurs, let more entrepreneurs emerge from enterprises, to create value for users, I think the development of enterprises will be sustainable."
This will win Haier a more competitive future.
Talking about the outlook for the development of Haier brand, Zhou Yunjie said: "I hope Haier will become a brand recognized by consumers around the world, and can truly promote globalization through localization. Users in any country will regard Haier as a local brand. At the same time, Haier has to get rid of the label of a traditional household appliance enterprise and become a real ecological enterprise with vigorous development and endless life." In addition, Zhou Yunjie also pointed out, "Haier will become a platform where every talented person is willing to come, its organization is full of vitality, and everyone can work happily and grow up happily."
Cooperate with Qingdao to open the new brand luxuriant space
< P > The best relationship between a city and an enterprise is mutual success and common growth. In the 38 years of entrepreneurial history, Haier has led the "Five Golden Flowers" to accumulate profound deposits for "Made in Qingdao"; In the process of transforming into an ecological enterprise, Haier incubating "entrepreneurs" has contributed to Qingdao with more listed and to-be listed enterprises including Haier Zhijia, Haier Bio, Yingkong Life, Gooday Supply Chain, Youhouse Intelligence, Raytheon Technology, Hainayun, etc. as well as luxuriant and high-growth brands.
"The city is the support of the brand, and the brand is the business card of the city." Zhou Yunjie said that Qingdao has nurtured many brands, and the process of these brands going global has also introduced the connotation of Qingdao's innovation and rise to the world, showing the brand power of Qingdao to the world.
Standing at a new strategic starting point, Qingdao has put forward to build a modern industrial system with world competitiveness and build a modern industrial pioneer city. What role will Haier play in this?
According to Zhou Yunjie, Haier has laid out 9 industrial bases covering 6 districts in Qingdao, recently, the total investment of 13 billion yuan Halkaos Industrial Interconnection ecological Park project officially started in Qingdao Jiaozhou Shanghai He Shefan District, which is Haier Group's largest investment project in China since its establishment.
Haier will continue to build a solid foundation of the real economy, focus on the three main businesses of smart home, industrial Internet and great health, and help Qingdao build an industrial cluster with international influence; To promote the rise of digital economy, Haier will accelerate the industrial digitalization with "work for Qingdao", build a digital base for the high-quality development of Qingdao, empower the transformation and upgrading of thousands of industries, and become a carrier for the transformation of old and new driving forces; To strengthen self-reliance and self-improvement in science and technology, Haier will establish a special industrial fund of 40 billion yuan and invest 60 billion yuan in research and development to build an independent and controllable supply chain system. < /p>< /p>Seize the opportunity of the digital age of Qingdao, put forward to build the city brand of "Qingdao intelligent city". In Zhou Yunjie's opinion, "Qingdao smart city" opens a huge imagination space between intelligent manufacturing and smart city. And the foundation for all this change is the industrial Internet. With the support of the Municipal Party Committee and the municipal government, the innovative "labor mode" proposed by Halkaos will focus on promoting the transformation from "Made in Qingdao" to "made in Qingdao" and contribute more Haier's strength to the construction of a modern international metropolis in Qingdao.
