Where Is The "Qingdao Phenomenon" Now?

Four, Haier's breakthrough is in sharp contrast to the rapid growth of Haier group in recent years. In recent two years, Haier's performance is obviously poor, and its growth rate in recent two years is less than 6%.

However, with the settlement of Haier computer in Zhongguancun, Beijing in November 28th, and the launch of Haier group's structural adjustment this year, the introduction of high terminal brands and the entry into real estate, it seems clear that Haier is determined to break through.

After the rapid growth of China's household electrical appliance manufacturing industry, the competition in the industry market is becoming more and more serious. Integration and low speed will inevitably be a common problem faced by household electrical appliance enterprises. Haier, the leading brand of Chinese household appliances, is also not immune.

According to the data, from 2004 to 2006, the main business income of Haier group increased from 101 billion 900 million to 108 billion, and its growth rate was less than 6%. At the same time, the profit rate dropped from 18% in 2003 to around 13.8% in 2006.

The industry believes that the decline in profits is the development trend of the entire manufacturing industry.

In the increasingly maturing market of home appliances, Haier is facing not only the squeezing of domestic enterprises, but also the competition pressure of foreign brands.

In such a big environment, price war, cost increase and profit decline are the inevitable result of mature traditional industries.

"With the intensification of competition, Haier's confusion is far from that."

Qin Hefang, general manager of Beijing Shui Mu Lun Lun management consultant, analyzed that from the development process of Haier, Haier's global layout strategy and implementation steps were clear and clear, but in the process of globalization, Haier's brand, technology and management capabilities had not been able to keep pace with the development of scale.

Three in the face of this situation in the PC market, Haier seems to have no more choice than PC.

As we all know, white power has always been the dominant industry of Haier, but the scale of white power production enterprises in the world is not large. As such a large Haier, we need to find more supporting points.

The awkward situation of Haier's black power is also making Haier group's support only on Haier's PC shoulders.

"In fact, the development of PC to household appliances is the trend of the whole household appliance industry."

Qin Hefang believes that the appliance industry will develop towards the direction of intelligent integration in the future. In the process of intelligent integration of household appliances, PC is an extremely important component and the core of future appliance combination.

This has a very important strategic significance for any household appliance enterprise.

This is the reason why Haier computer has been fighting repeatedly.

Since entering the PC industry for the third time, Zhang Ruimin's goal for Haier computer is "Haier PC products account for Haier's overall revenue 1/3".

In order to achieve this goal, Haier has been making continuous efforts in PC business.

In research and development, we upgraded with Intel to establish a comprehensive strategic cooperation relationship and improve the R & D capability; in production, the joint manufacturing company such as quanta, Ren Bao and ASUS expanded Haier's capacity building in PC; in terminal sales, we established a virtual community with Ying Mai and Hong Tu three to improve sales channels.

Nevertheless, some industry experts expressed different views.

Lin Jingxin, a senior marketing consultant, said that in the real environment of China's PC industry consolidation, Haier computers lacking core technology and experience will go back to the first two mistakes.

Compared with the PC market, Haier's internal breakout is even more subtle.

It is understood that in June of this year, with the help of HP, the Haier group made a major adjustment to its organizational structure, and established six groups according to its business classification. Each group is responsible for different product categories and businesses. Basically, each group has relatively complete production, supply and marketing modules.

According to Qin Hefang, under the new group structure, the market reaction speed and feedback mechanism of single product category have been improved. For single product category, the "market chain" process has been further extended, and the operation efficiency has been improved.

"At the same time, this is also the need to upgrade Haier brand."

Qin Hefang further added that when quality and service become the basic product elements, upgrading the high-end image of its brand requires rich product characteristics.

Under the new organizational structure, we can enhance the user applicability of product design and use through rapid market response capability, and enhance the high-end connotation of Haier brand.

"This is actually a key element for Samsung to become a world brand."

"The development of Haier brand is not only the high quality can carry, but needs to integrate more advanced and technology components, of which the system solution and the high adaptability user experience are the key.

At the same time, this is the development direction of China's household appliance industry. "

Qin Hefang said.