The Haier Brand

There are many companies in the world but there is only one stunning Company in the whole world. As other companies in the world are engaged in a break necking speed in a reverse gear, Haier Company is jetting in a doubled break necking speed towards the land of freedom, prosperity and above all, towards the kingdom of customer satisfaction.

This is a unique multinational consumer electronic and convenient home appliances company that is built and firmly founded on the principles of always making their esteemed customers smiling all the way as they put into use their qualitative and long lasting products.

The company designs, develops, manufactures and competently sells a wide range of products such as air conditioners, mobile phones, refrigerators, microwaves, washing machines and televisions.

This is the company that in the year 2014, as per the Euro Monitor, had the world’s largest market share in terms of goods and more interesting was that, this was the 6^th consecutive year in which this unique company, Haier, had been the giant of the market share for major electronic appliances making it the world’s number one refrigeration brand.

The company adopted its brand name Haier in 1991 after many years of sweat and hard work marred with pain and blood of having diversified its product line beyond the manufacturing of refrigerators only. This was because when it was founded in the 1920s, the company majored mainly in manufacturing of refrigerators.

If there is a company that really cares about the welfare of its customers then it is Haier Group that has put it upon themselves in ensuring that the quality of their products is always immeasurable, incomparable, and admirable and in a world of their own wonderful class.

This is the culture of perfection that is strongly embedded and deeply rooted into the vessels and veins of the company right from the top management at its headquarters in China to the last man in the streets of the world.

Haier does not believe in making mistakes and such a vocabulary does not exist anywhere in the manufacturing dictionary of this esteemed company.

For instance, to prove that this company cares about perfection and the welfare of its customers, in the year 1985, a customer brought a faulty refrigerator back to the factory and presented it to Mr. Zhang who had been appointed the managing director of the factory in 1984.

Do you know what Mr. Zhang did? He took the customer by the hand and walked with him across the factory looking for a replacement. As they walked, Mr. Zhang discovered that all the remaining refrigerators had a more that 20 percent failure rate. He went into the storeroom and came back with sledgehammers. He then distributed the sledgehammers to the employees and ordered them to destroy all the refrigerators in the factory.

The workers were hesitant. They thought that their boss had gone mad. The cost of a refrigerator at the time was about 2 years worth of wages. They looked at Mr. Zhang with their mouths wide open as though they had seen a ghost and not a human being.

Seeing their distress, Zhang said: “Destroy them! If we pass these refrigerators for sale, we’ll be continuing a mistake that has all but bankrupted our company.” The refrigerators were destroyed. One of the hammers used is on display at company headquarters as a reminder to posterity.

Do you see how this company has been keen on quality as well as customer satisfaction of their products since time immemorial?

The Haier Group of companies in committed in ensuring that their customers all around the globe get the most excellent top global brand for kitchen appliances that have no equal in the whole world, a high-end white goods brand for excellent value that will always leave customers happy and happy forever, home appliances with artistic designs for upscale international markets brand for Internet-era customizable home appliances that are cost effective.

The Company is also committed in creating, in fact it has already created an Internet-based platform that incorporates online and offline networks and serves the wider business community in the whole world.

Haier is dedicated to becoming the favorite local brand for millions of global consumers, major in localized R&D, manufacturing, and sales have that been and will always be the Haier’s time-tested strategy for overseas expansion. Today, Haier has over 24 industry parks, 5 R&D centers, 66 trade companies as well as customers in over 100 countries and regions across the world.

According to the longtime principle of Haier, the customer is always right and the company is always wrong. The customer is the master and the company is the servant. The customer is the king and queen and the company is the royal servant. The customer will always be at the top.D

Innovation is at the core of the culture of Haier Company. Through relentless innovation from a world class team of innovators, a resilient Haier has achieved and always sustained growth despite the recent global economic crisis and it was ranked among the world’s large home appliance in six consecutive years.

Haier is committed to making profits alone but also in the bettering of education for China’s next generation as well as the whole world. Haier’s donation has been used to build 185 elementary schools and one middle school in China’s poverty-stricken areas and is committed in making sure that that is also done all around the world including Africa.

This is Haier. It is here to stay. It is here to serve. It is here for you. It is here for me. It is here for everybody. It is here for the whole world.