Haier: Reveal The Secret Strategy Of Behind The Global No. 1 Brand

haier group

Company Overview

Haier Group is a leading provider of solutions to accommodate your everyday life. The company has a focus on user experience, including Haier’s inclusion as the world’s first and only IOT ecosystem brand. Haier has been ranked one of the most popular brands in both global markets for twelve consecutive years. With Haier Smart Home on the rise, this brand is showing no signs of slowing down yet.

Until date, Haier Group’s listed companies are three and its global premium brands including Haier, Casarte, Leader and GE Appliances,, They also have the world’s first scenario brand THREE-WINGED BIRD. In addition, they built the world’s leading industrial Internet platform COSM.

Haier is a company that has successfully incubated 5 unicorn companies and 37 gazelle companies. Moreover, Haier has deployed 10+N innovation ecosystems, 28 industrial parks, 122 manufacturing centers and nearly 240,000 sales networks. This corporation reaches 160 countries and regions with 1 billion + user families around the world.

Haier Group is committed to working with partners to create premium brands, scenario brands, and ecosystem brands. They also tailor personalized smart lives for people around the globe with internet of things technology in their clothing, food, accommodation, travel-related industries amongst others as well as biomedicine and education.

Business Model Innovation

Build an IoT Ecosystem with the Rendanheyi Model

The business model Rendanheyi was invented by Zhang Ruimin, Chairman of the Board of Directors and CEO of Haier Group. This model includes three principles: openness, impartiality, and responsibility. The definition is broad: it covers any person who competes for a position in a company – from inside or outside the company.

Second, employees should be entrepreneurs and dynamic partners who have 3 rights: on-site decision-making rights, human resources rights, and resource distribution rights. The definition of the word “dan” (user value) is broad. To increase product shortage, one must compete for a job order rather than being assigned an order by their supervisor.

Additionally, the Dan is a dynamic and optimized leading target position where fixed orders are nonexistent. “Heyi” means the integration of employee value and customer value realization. Every employee should directly face customers, so they can create customer value. Employees should ensure their own satisfaction with creating value for others.

Zhang Ruimin

The founder and father of Haier Group’s Rendanheyi business model, one of the world’s top 50 thinkers. Secretary of Haier Group Party Committee. Chairman and Founder/Father to the International Economic and Trade Research Council. and CEO.

Zhang Ruimin, a male who was born on 5th January 1949 and is of Han ethnicity, became an employee for Heilongjiang Production and Construction Corps. Zhang later became an operative manager. On December 25th 1990 he founded the factory which would later become Haier.

Zhang Ruimin’s constant innovation in management models has garnered attention and recognition amid the field of management.

Zhang Ruimin

Gary Hamel, one of the world’s most influential business thinkers, has crowned him a “representative of the internet era.” Zhang Ruimin, the CEO of Haier group between 1987 and 2013, is also an Alternate Member of the 16th, 17th and 18th Central Committee of the Communist Party.

Zhang Ruimin, the current Secretary of Haier Group’s Party Committee and Chairman of its Board of Directors is also CEO. Zhang Ruimin was invited to attend the award ceremony of world’s most influential THINKERS50 event in London. He is first and only Chinese entrepreneur to win the Ideas into Practice Award and occupy a spot in THINKERS50 Rankings.

Zhang Ruimin participated in the 2016 China National Affairs Forum on November 24th, delivering a keynote speech entitled “The Exploration and Practice of Haier Transformation in the Internet Era.” In his speech, he elaborated on how Haier had achieved a transformation from being just another manufacturing company to trying their hand at online sales.

On December 18th, 2018 Comrade Zhang Ruimin was awarded the title of Excellent Entrepreneur in Enterprise Management by the Central Committee. the Communist Party of China.

On October 19, 2019, at the Forbes China Leadership Summit in Beijing, Zhang Ruimin received three honors: the Malcolm S. Forbes Lifetime Achievement Award, Businessman of The Year (MNC Leader) and was named as one of the five Men of Courage for his dedication to improving quality through innovation and perseverance.

CEO Timeline

  • In 1984, Zhang Ruimin became the chairman of Qingdao Refrigerator Factory. He was charged with overseeing Haier’s earliest strategic development initiatives.
  • In 1985, Zhang Ruimin publicly destroyed 76 defective refrigerator deemed unfit for consumption.
  • In 1988, Haier received its first Gold Medal for Quality from the China Quality Assurance Association General Product Category.
  • 1990 was a landmark year for Haier – under the leadership of Zhang Ruimin they won both the National Quality Management Award and Enterprise Management Golden Horse Award.
  • In 1991, Zhang Ruimin set up Haier Group as president and developed the second development strategy – diversification.
  • In 1992, for the first time Zhang Ruimin, attended the 14th National Congress of the Communist Party of China as a local party representative and led construction on China’s first home appliance industrial park – Qingdao Haier Industrial Park.
  • Zhang Ruimin graduated with a MBA from University of Science and Technology in 1995 and played a significant role, later on as CEO, in the acquisition of Red Star Electric Appliance Co.
  • In 1997, Zhang Ruimin attended the 15th National Congress of the Communist Party of China as an Outstanding Chinese Award winner.
  • Zhang Ruimin, founder of Haier, gave his first speech at Harvard University in 1998. His company’s acquisition of Red Star Appliance was later included in the library for Harvard Business School Case Studies; he initiated the third development strategy – Internationalization
  • In 1999, Zhang Ruimin was elected as chairman of the board of directors for Haier Group and oversaw the opening of a manufacturing base in South Carolina to serve U.S. customers with great success.
  • In 2000, Haier successfully entered into the French market through acquisitions and partnerships; moreover, it acquired Nobilar Electric Company from Goldman Sachs
  • Zhang Ruimin took over as CEO in 2000. He attended the 30th Davos World Economic Forum in Switzerland, and was invited to give a speech at the International Institute for Management Development (IMD) there.

  • In 2001, Zhuang Ruimin gave speeches at Columbia University and the Wharton School.
  • In 2002, Zhang Ruimin attended the 16th National Congress of the Communist Party of China and was elected as a Member of the Presidium (or “leaders”) in National People’s Congress and an alternate member of the Central Committee at its 16th congress.
  • In 2003, Zhang Ruimin was the only Chinese entrepreneur to be invited to attend the production innovation conference in Yokohama City, Japan.
  • Chairman Zhang attended the 5th Plenary Sessions of the 16th Central Committee of November 2005.
  • In 2007, Zhang Ruimin attended the 17th National Congress of the Communist Party of China and was elected as an alternate member for the 17th Central Committee.
  • Haier Corporation survived the 2008 financial crisis because of an on-demand production and delivery strategy.
  • Zhang Ruimin, CEO of Haier Group, was invited to attend the 18th Sino-Foreign Management Seminar and discuss sustainable enterprise development with Kazuo Inamori, founder of Kyocera.
  • In 2009 Zhang Ruimin discussed sustainable entrepreneurship at the 18th Sino-Foreign Management Seminar hosted by Kyocera
  • In 2010, Zhang Ruimin discussed the Redanheyi win-win business model with world-leading management gurus such as Michael Porter and Gary Hamel.
  • In 2011, as the representative and witness of Reform and Opening-Up, Zhang Ruimin was interviewed by Tien Ni Dao Hua (Banner), a major docudrama initiated by the Central Committee of the Communist Party of China.
  • In 2011, Zhang Ruimin led Shinano Kenshi’s acquisition of Japan’s Sanyo white goods business.
  • In 2012, Zhang Ruimin attended the 18th National Congress of the Communist Party of China for the fifth time and was elected as an alternate member on the 18th Central Committee. He devised Haier’s new 5-year development plan – Networking.
  • Zhang Ruimin delivered a keynote speech at the 2013 annual meeting of the American Academy of Management, which was attended by other entrepreneurs.
  • In 2014, 2007’s Fortune Magazine recognized him as the most innovative CEO in China and Zhang Ruimin keynoted the world-renowned Wharton Global Forum for the third time. America’s leading business magazine Strategy+Business issued a feature story with the title “China’s Philosopher-CEO Zhang Ruimin.”
  • Zhang Ruimin spoke at the 10th Anniversary of the “Rendangheyi Win-win Model” and 2nd Haier Global Forum on Business Model Innovation in December 2015. In his speech, he explained “Rendishhei 2.0 – Building an Ecosystem to Co-create and Win Together.”
  • In 2015, only one Chinese entrepreneur was invited to deliver a keynote speech at the 7th Global Peter Drucker Forum. This speaker is Zhang Ruimin, CEO of Haier Group. That same year he was listed in the THINKERS50 Rankings and won the Thinkers50 2015 Ideas into Practice Award.
  • In 2016, Zhang Ruimin was named the Qingdao 2015 Economic Person of the Year.
  • Fortune’s 2016 list of the Top 50 Most Influential Business Leaders in China included Ruimin.
  • In 2016, Zhang Ruimin was the only Chinese business leader to win a Legend in Leadership Award at the 86th Yale CEO Summit.
  • Zhang Ruimin, founder and chairman of Haier Group, was one of the world’s 50 greatest leaders as cited by Fortune in 2017.
  • At the 19th National Congress of the Communist Party of China, Shandong Province was represented by Zhang Ruimin.
  • On 18th December 2018, the Central Committee of the Communist Party and State Council conferred Comrade Zhang Ruimin with the title of reform pioneer and awarded him an Excellent Entrepreneur in Enterprise Management title.
  • On August 28, 2019, Zhang Ruimin attended the opening ceremony for the Russo-Tatarstan Haier Industrial Park and Washing Machine Factory. On 29th August, he was invited to deliver a keynote speech at Kazan Federal University.

Major Awards & Honors

  • 2019: At the invitation of the Republic of Tatarstan, a Zhejiang province Chinese business leader Zhang Ruimin delivered an opening speech at the opening ceremony of the Russian Republic’s Haier Industrial Park and Washing Machine Factory. This September, he delivered a keynote speech at Kazan Federal University.
  • 2018: The CPC Central Committee reform program, a CPC State Council
  • 2017: The THINKERS50 rankings named it
  • 2017: Fortune included this person’s name in their list of World’s 50 Greatest Business Leaders.
  • 2016: Princeton will present the 2017 Legend in Leadership Award to Yale School of Management.

haier awards

  • 2015: Named in the top 50 global rankings of business thinkers, Ideas into Practice Award, and Thinkers50
  • 2015: The CEO Award is given annually by the American Best Practices Institute.
  • 2014: The first winner of the Fudan Award for Management, the Fudan Premium Fund of Management
  • 2014: The Power of Reform Prize was announced at the IFENG Finance Summit.
  • 2014: Fortune named this person as one of the World’s 50 Greatest Business Leaders.
  • 2013: The only entrepreneur to speak at the 73rd annual meeting of the American Academy of Management
  • 2013: The Asia Brand Spiritual Leader award recognizes exceptional individual contributors in fields such as science, manufacturing, finance, and design.
  • 2013: China Committee for Strategic Promotion of Constructing An Innovation-Oriented Country
  • 2012: Dale Carnegie Memorial International Leadership Award Ceremony
  • 2012: The Management Thought Leadership Award, from the International Institute for Management Development (IMD), acknowledges executives with an extensive track record who are recognized worldwide as leaders of thought in management.
  • 2011: Named Global Leadership Summit Leader of the Year
  • 2010: Fortune’s list of China’s Most Influential Business Figures
  • 2009: The Central Committee of the Communist Youth League bestows the Special Contribution Award to mark the 20th year anniversary of the Hope Project.
  • 2009: A list of China’s 40 most influential figures, BusinessWeek.
  • 2009: China Central Television names “Economic Person of the Year”
  • 2005: The Financial Times has recently released their annual list of the world’s most admired entrepreneurs,
  • 2004: Fortune Magazine’s List of 25 Most Influential Business Figures in Asia
  • 2002: “Global Outstanding Business Leader, United Way International”
  • 2001: The central committee of the Communist Party of China awarded “national outstanding communist party members.”
  • 1999: The Financial Times released its Global Top 30 Most Respected Entrepreneurs list last week.
  • 1998: The first entrepreneur from China to speak at Harvard.
  • 1989: National Model Worker, Central Committee of the People’s Republic of China (CPC), State Council