HAIER AMERICA WHO WE ARE & WHAT WE STAND FOR 2014
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HAIER AMERICA
WHO WE ARE & WHAT WE STAND FOR
2014
1
THE BASICS
Founded in Qingdao China in 1984, Haier
has experienced rapid growth from a
simple refrigerator factory into a leading
multinational consumer electronics and
home appliances company.
At Haier, we’ve fashioned ourselves into a
global company that maintains a solid
focus on local management and
production.
Offices in all major areas of operation,
including regional headquarters in Paris,
New York, and Qingdao, keep our
operations streamlined yet tailored to the
demands of the local market.
2
#1 APPLIANCE BRAND
For the fifth year in a row, Haier ranked #1 in
Euromonitor International’s Global Major
Appliances Brands ranking by brand share (by
global brand name). Euromonitor is the global
leader in consumer market strategy research.
In addition to the overall ranking, Haier was
awarded the top spot in four separate product
categories:
* Fifth consecutive year awarded top spot
• Wine Cellars* ** First year awarded top spot
• Home Laundry* ****with 9.7% retail volume share in 2013. Source
Euromonitor International Limited; retail volume
• Refrigeration Appliances* sales in units based on 2013 data.
• Freezers**
3
NOTABLE MILESTONES
1984 Founded in Qingdao, China, with a focus on commitment to quality.
1990 Achieved the U.S. UL Certification, giving a jumpstart to Haier’s global strategy.
1999 Invested in America with the opening of a factory in South Carolina.
2000 Launched 1st Room Air Conditioner.
2001 The South Carolina government renamed a road Haier Boulevard in
appreciation of the company’s contribution to the local economy.
2002 Transformed the iconic Greenwich Savings Bank building into its North
American Headquarters.
2003 First full size refrigerator rolled off the line in Camden, SC.
2005 Achieved #1 market share in compact refrigerators.
4
NOTABLE MILESTONES
2008 Recognized for key achievements and contributions to reducing the
environmental impact of the 2008 Olympic Games in Beijing.
2009 Euromonitor International recognized Haier as the #1 major appliance brand
in the world (by global brand name).
2010
Launched full Energy Star qualified stainless steel tub Dishwasher line.
2011
Haier Volunteers program launched with Food Bank for New York City.
2011
Smarter Life Better Planet corporate social responsibility program launched.
2012 Haier acquired Fisher & Paykel. Haier acquired SANYO Electric’s
refrigerator, washing machine and other consumer electric appliances
business in Japan, Indonesia, Malaysia, the Philippines and Vietnam.
2013
Established a Research & Development Center in Camden, South Carolina,
reinforcing its commitment to offering home solutions specifically tailored to
the North and South American market.
5
A NEW TEAM!
In 2013 Haier underwent a substantial transformation
changing their organization structure and approach to doing
business in America.
A new regime of All-Stars has been put in place to win!
Adrian Micu joined Haier America as President and CEO in February of 2014 and
is responsible for overseeing the company’s businesses in North and South
America. Mr. Micu has over twenty-five years of experience with executive-level
engineering, technology and product development within the appliance industry.
Most recently, he held the position of Vice President of Engineering with the
Whirlpool Corporation where he led the engineering organization for entire
company.
Rian Cain joined Haier America in May of 2013 as the Senior Vice President of
Sales and Marketing, Home Appliances and Home Comfort and leads all product
marketing, sales and branding initiatives for both divisions.
6
A NEW HISTORY IN AMERICA
For the first 12 years Haier has gone to market as a
joint venture between a private group and Haier. The
agreement ended in August of 2013 and a “NEW”
Haier regime has begun in America.
New Head Quarters in NJ
1. Interactive Customer Evaluation Room
2. Future Technology Show Room
3. H/O Efficiency Lighting
4. Product Analysis Area
5. General Assembly Conference Room
6. Photo Studio
7
US MANUFACTURING
Haier America – USA Factory , Camden SC.
Currently building Highly rated Top Mount Refrigeration
8
NOW, LET’S GET TO
THE GOOD STUFF
So there’s a little background about our
trajectory as a company.
But what we really want to talk about today – what we love
sharing – is our company culture, our sense of purpose,
and what makes us different.
9
POWER & POTENTIAL
At Haier, we’re living proof that great leadership
makes extraordinary things possible.
But don’t take it from us.
Fortune magazine profiled our CEO, Zhang Ruimin, in their
“World’s 50 Greatest Leaders” issue, and here’s what they wrote.
“His radical management innovations have transformed Haier from
a small, failing state-owned refrigerator maker into the world’s
largest appliance brand.
He groups employees into small, self-managing teams that choose
their own managers, compete for internal talent, and can earn big
bonuses—unusual in the West and unheard of in China.”
10POWER & POTENTIAL
Radical. Innovations. Transformed.
Choose. Compete. Earn. Unusual.
Unheard of. World’s largest brand.
Sounds exciting, doesn’t it?
It is.
11POWER & POTENTIAL
There is incredible power and
potential in refusal.
At Haier, we adamantly refuse to lean on the
way it’s always been done in the past.
Because you can’t generate groundbreaking
ideas without breaking current thought patterns.
And you can’t have a breakthrough
without breaking down old assumptions.
12OUR STORY
This is from Time Magazine’s article “Zhang
Ruimin’s Haier Power,” which everyone
involved in any business should read:
Enshrined in the cavernous showroom of Haier Group’s
headquarters is a simple sledgehammer. It might seem
to have no reason to be there…
But the blunt instrument was once wielded by Haier’s
long-serving CEO Zhang Ruimin, 65, to make a point.
13OUR STORY
Thirty years ago, the city government of Qingdao
placed Zhang in charge of a dysfunctional, near
bankrupt refrigerator manufacturer.
The communist-era dinosaur was a manager’s nightmare. Workers
were sluggish, careless and so undisciplined that Zhang had to stop
them from urinating on the factory floor.
When a disgruntled customer returned a faulty fridge to the plant one
day in 1985, Zhang inspected the factory’s inventory and discovered
that many of those were broken too. Frustrated, he lined up 76 flawed
appliances on the shop floor and handed the workers
sledgehammers.
“Destroy them!” he commanded.
14OUR STORY
Soon the factory was littered with
fragments of plastic and metal.
Zhang grabbed a sledgehammer—one of which is
now displayed in the showroom—and smashed it into
a fridge to make his message clear: workers must
shatter their old ways.
15OUR STORY
The point is, you can’t build something
great without first breaking ground.
We got to #1 by pioneering an imaginative,
innovative mix of building and breaking.
And we highly recommend it.
16OUR PHILOSOPHY
At Haier, we always put customers first. And to us,
“customers first” is much more than a catchy tagline.
It’s absolutely everything.
We believe – deeply – in the radical notion that truly great customer
experiences happen when we take our cues directly from customer
feedback.
We listen. We problem-solve. We invent. We listen more.
That responsiveness, plus the extensive range and scope of Haier
products, lets us do what only a handful of companies can – we
innovate and execute in fresh, unexpected ways – creating
complete home solutions.
17OUR PHILOSOPHY
To put it another way, here’s another anecdote from
Time Magazine:
In 1996, for example, a farmer complained that his washing
machine kept backing up. When the repairman reported the device
was being used to scrub sweet potatoes as well as clothes…
18OUR PHILOSOPHY CONTINUED
Zhang ordered engineers to design special machines
with buffers in the drain to protect vegetables and
wilder drain pipes that wouldn’t clog with dirt.
By 2013, nearly one out of every 3 major household appliances
bought by a Chinese consumer was a Haier.
Obviously, at Haier, we don’t do “business as usual.”
19WHAT WE STAND FOR
Meaningful Innovation
Relationships
& Ideals
20WHAT WE STAND FOR
Meaningful Innovation
We believe—as demonstrated—that meaningful innovation
stems directly from responding to customers’ needs.
Company-wide, our culture is proudly focused on practical,
actionable solutions, executed beautifully. Offering an
astonishingly wide selection of products–constantly
updated for increasingly greater convenience and
efficiency–that’s what Haier stands for in the market.
21WHAT WE STAND FOR
Relationships
We bring smart solutions to the marketplace and to
consumers, but we can’t do it alone. Our approach to
partnerships is based on fluid communication and smart
lateral thinking. We don’t care where the next great idea
comes from—as long as it makes life better, smarter and
easier for our customer.
22THE VALUE OF
360º THINKING
Haier focuses on understanding consumer drivers, decisions and uses
of products and services through their entire life-cycle, rather than just
at the point-of sale. We see the world as the interconnected whole that
it is, where value increasingly comes from integrated solutions, rather
than individual products or services.
This is why we’ve worked to establish ourselves as sincerely consumer-
focused, taking a stand for smarter spending, and offering a wide array
of options that work together to meet evolving consumer needs.
23$29.5 BILLION IN
WORLDWIDE SALES 2013
Haier has enjoyed consistent growth over the last two decades. But we don’t
declare victory and coast from here on out.
We are continually re-examining our business models to ensure that we
sustain this trend and leverage our position as a leading global presence.
Since our entrance into the global market, Haier has been committed to
providing our customers with products that empower them to live a modern,
affordable, and sustainable lifestyle.
24GLOBAL LEADERS,
LOCAL PARTNERS
A key ingredient in our formula for success
has been winning big, by thinking small.
Because nobody knows the unique needs and conditions
of a region better than the people who live there.
Because they alone have the direct experience and
deeper, personal understanding we rely on–expertise that
lets us offer the best service and products optimally suited
to each particular environment.
Because we know it works, we place a great deal of trust
and invest in our local managers and salespeople.
25GLOBAL LEADERS,
LOCAL PARTNERS
By nurturing local talent and cultivating a knowledgeable,
local sales force for our exceptionally wide and inclusive
product assortment, we’ve built a network 133,000 retailers
strong in 100 countries across the world.
And, of course, we have the means and exciting, ambitious
plans for serving customers everywhere else, too.
26FOSTERING DIALOGUE,
CREATING CHANGE
According to Forbes Magazine:
80% of consumers think it's important for companies to
make them aware of their efforts to address societal
issues.
71% would help a brand promote their products if there's a
good cause behind them.
And 62% say they use social media to address or engage
with companies around Corporate Social Responsibility.
27FOSTERING DIALOGUE,
CREATING CHANGE
Because nothing is more important than demonstrating to
our customers that we listen, we support, and we respect
their opinions, we never miss an opportunity to align
ourselves with the cause of Corporate Social Responsibility.
Haier lavishes a great deal of attention on giving back,
because we believe it’s imperative that consumers
understand where we stand on issues that affect people,
planet and product.
28FOSTERING DIALOGUE,
CREATING CHANGE
Food Bank for NYC
This volunteer program was designed to provide
employees with the chance to dedicate part of the workday
to lending a hand at a volunteer-driven organization that is
having an undeniably positive impact. Employees
embraced the opportunity to get closer to the local
community as well as strengthen ties among colleagues.
Haier looks forward to continuing and expanding this
relationship in the coming year.
29FOSTERING DIALOGUE,
CREATING CHANGE
SmarterLifeBetterPlanet.com
Through the umbrella program of Smarter Life, Better Planet, Haier
addresses many initiatives as they relate to corporate social responsibility
and sustainability.
SmarterLifeBetterPlanet.com is the campaign’s online home, providing
regular content on topics ranging from sustainability to work/life balance,
and cultivating a virtual community that tracks and supports the Inspiring
visionaries, organizations, and ideas paving the way for the world of
tomorrow. Along with associated social media pages, the site provides a
hub where people interested in making things happen in their communities
can connect with other like-minded individuals.
30FOSTERING DIALOGUE,
CREATING CHANGE
NPCA
Haier is a proud sponsor of the National Parks Conservation Association,
the leading voice of America’s national parks since 1919. NPCA represents
more than 500,000 members and supporters whose help is critical to
protecting some of the most prized sites of natural beauty and
environmental resources in North America.
31SO, WHAT’S NEXT
FOR HAIER AMERICA?
We’re intensifying our focus on the U.S.
market in 2014-15 and beyond.
Our Vision:
To be a leading provider of innovative Home Solutions
for consumers in North America.
Our Mission:
Partnering with our customers to create every option
they need and want, for every appliance and electronics
product that touches their life, at every stage.
32STAGES OF LIFE
Creating a brand that can serve and support
our customers through every stage of life.
That idea is what unites everything we do with a sense of
purpose that’s greater (and more permanent) than any
individual product.
From dorm refrigerators and compact laundry products for
starter apartments, all the way up to our deluxe built-in
refrigerators and large flat panel televisions, Haier provides
for all the unique challenges and rewards of modern life.
And more than that, we don’t dictate. We listen.
33STAGES OF LIFE
Because each living space has its own character
and its own limitations. Because every customer
has individual needs and desires that are always
evolving. We offer more than the basics.
Solutions that make life better and easier is our
brand promise, and this means something
different for every single customer.
34STAGES OF LIFE
Customer-focused design means going beyond
profiling–we strive to offer maximum potential for
every consumer to customize their own
experience. Our goal is a perfect fit for everyone.
This could mean the extra storage and practicality
of a deep chest freezer. The convenience of a
beverage center. Or the space-saving design of
an under-counter drawer refrigerator.
Our products connect with people’s lives so many
times a day. In so many ways. We care deeply
about giving them a reason to believe at every
touch-point.
35APRIL 2014 – HAIER IN THE MEDIA
April 14, 2014
Zhang Ruimin, chairman and CEO of
Chinese appliance giant Haier, was named
by Fortune magazine as one of The World’s
50 Greatest Leaders.
Zhang ranks No. 22 in the list of leading
figures from business, politics, and society,
who the magazine credits with “energizing
their followers and making the world better.”
Fortune credited Zhang Ruimin’s “radical
management innovations” with transforming
Haier into a global appliance giant. It pointed
out that the company
“groups employees into small, self-
managing teams that choose their own
managers, compete for internal talent, and
can earn big bonuses.”
Under Zhang Ruimin’s leadership Haier
created a management system that puts
customer needs at the heart of the product
development process. Haier encourages
staff to track evolving market trends and
form autonomous project teams to address
emerging opportunities. Each new project or
market opportunity leads to the formation of
a dedicated small team functioning as an
independent company. The system is
designed to foster internal entrepreneurship
and innovation, and to make Haier more
efficient and nimble.
36CONSUMER
SEGMENTS
37A NEW GO TO MARKET FOCUS
Haier
Dorm
Living:
Showing
a
compact
refrigerator,
beer
Keg
Haier
First
Apartment:
Displaying
18
Cf
top
mount,
non-‐branded
dispenser,
Counter
top
microwave
and
21”
LCD
TV
microwave
entry
level
dishwasher
and
compact
laundry
Haier
Step
Up
Home:
36”
counter
depth
SS
RFrench
Door,
SS
38
Haier
Starter
Home:
21
CF
Top
mount
refrigerator,
combinaHon
Dishwasher,
24”
under
counter
refrigerator,
24”
Beverage
Center,
washer/Dryer
wine
unit,
SS
Microwave,
ss
dishwasher
and
42”
TV
Microwave
and
cooktop(
MULTIPLE SEGMENT
OPPORTUNITIES
Haier Products
18-23: 22-30: 28-35: 35-55:
• College or apartment • Apartment • First Home/condo • Step Up Home
• Space a premium • Single or married • Single or married • It IS about me
• Cold and “cool” • Space a premium • Basic entertaining • Entertaining
• Adding a bit more style • “cool” to“ comfortable” • Design/Needs/Finish
• Quick and easy • Starting to be about “me” • Size up OR size down
Haier Segment Specific Brand Messages
39MULTIPLE BRANDING / SELLING
OPPORTUNITIES – PRODUCTS
• Compact fridge • Apartment size fridge • All Full Size Kitchen • Full size UPGRADE
Products appliances
• Window AC • Step up compact
• Step up Wine units • The BEST laundry for ME
• Countertop MWO • Countertop Wine
• Dehumidifiers • Must be family look
• Keg unit • Window OR Portable AC
• Step up Portable AC • Wine storage for the
• OTR or CT MWO
enthusiast
• Stack or top load laundry
• Dishwasher
• Must be family look
• Portable laundry
18-23: 22-30: 28-35: 35-55:
• College or apartment • Apartment • First Home/condo • Step Up Home
• Space a premium • Single or married • Single or married • It IS about me
• Cold and “cool” • Space a premium • Basic entertaining • Entertaining
• Adding a bit more style • “cool” to“ comfortable” • Design/Needs/Finish
• Quick and easy • Starting to be about “me” • Size up OR size down
Each segment needs a great customer experience to build a lifelong brand relationship and spill over into
the NEXT customer segment. “I know that Brand… I like that Brand… I WANT that Brand.” 40MULTIPLE BRANDING / SELLING OPPORTUNITIES
– TARGET MARKETING / MESSAGING
• Target Mom buying for • Smarter life Better Planet • PR and Media outreach – • Social Media campaigns
BTS blog forum Home Reporters for daily including Pinterest,
and national newspapers Youtube, Facebook and
• Deal sites, blogs and • Apartment Therapy and
Twitter
matte releases BH&G • On line – This Old House
Classics, Do it yourself • Smarter Life Better Planet
• Satellite Media Tours • Small space living forums
Network, about.com, Café Forum
(Huffington Post)
• Oncampus.com Mom
• PR and Media Outreach
• Email marketing programs
• Social Media campaigns • Paid search campaigns
targeting past purchasers • Targeting marketing for
thru Haier channels
• Targeted email campaign past purchasers
(Youtube, Facebook, • Social Media Campaigns
highlighting expanded
Twitter, etc)
Haier line
18-23: 22-30: 28-35: 35-55:
• College or apartment • Apartment • First Home/condo • Step Up Home
• Space a premium • Single or married • Single or married • It IS about me
• Cold and “cool” • Space a premium • Basic entertaining • Entertaining
• Adding a bit more style • “cool” to“ comfortable” • Design/Needs/Finish
• Quick and easy • Starting to be about “me” • Size up OR size down
Each segment needs a great customer experience to build a lifelong brand relationship and spill over into
the NEXT customer segment. “I know that Brand… I like that Brand… I WANT that Brand.” 41POSITIONING
Being perceived as a great value provider
within select segments is key.
Haier America is competitive with the core of the “Mass”
segment here in the US: GE, Whirlpool and Frigidaire.
Popular price points, good value for the money and features
consumers need. Solid fit and finish, and good styling.
Kitchen products coordinated in style and finish.
Haier “Mass Premium,” or “Hero Products,” compete with
brands like Samsung, LG, KitchenAid, Frigidaire Gallery and
GE Profile. Higher price points, innovative new features with
value-added benefits, and beautiful, updated styling define
our products for this segment.
42POSITIONING
Premium represents a smaller share of the market, but
stronger profitability. And more importantly, this segment
delivers a great experience and great value to the
consumer. New, aspirational Haier branding is underway
for this segment.
Moving forward, our strategy is to reduce our need for
Opening Price Point products. We seek to fade out Haier’s
association with these products and offerings to
strengthen our “Mass” and “Mass Premium” positioning,
and to compete in 75-85% of the US Appliance Market by
price point/positioning.
43Refrigeration Appliances Freezers
Haier is the number one brand of Refrigeration Haier is the number one brand of Freezers in the
Appliances in the world with 16.8% retail volume world with 19.9% retail volume share in 2013, up 1.3
share in 2013, up 2 points from 2012. points from 2012.
Haier is the number one manufacturer of Refrigeration Haier is the number one manufacturer of Freezers in
Appliances in the world with 19.8% retail volume the world with 20.5% retail volume share in 2013, up
share in 2013, up 3.2 points from 2012. 1.7 points from 2012.
Electrical Wine Cooler/Chiller Home Laundry Appliances
Haier is the number one brand, as well as the number Haier is the number one brand of Home Laundry in the
one manufacturer of Electrical Wine Cooler/Chiller in world with 13.3% retail volume share in 2013, up 1.5
the world with 15.5% retail volume share in 2013. points from 2012.
Haier is the number one manufacturer of Home Laundry
in the world with 16.1% retail volume share in 2013.
44CURRENT PRODUCT
45CUSTOMER ENGAGEMENT
Part of our responsibility to consumers is providing
engaging, interactive tools to drive them toward the
right product for their needs.
We’re always developing useful content like product demos,
selection guides, and installation videos full of valuable information.
Consumers, most of whom use the internet to research products,
rely heavily on these sources to make informed decisions, and
we’ve found that our investment in these media really pays off.
When it comes to online browsing and shopping, the richer the
shopping experience, the more satisfied the customer.
46CUSTOMER ENGAGEMENT
Product Selectors
The specially designed Haier Air Conditioner Product Selector—our
largest initiative in this area to date—walks the consumer step-by-
step through the process to choosing the Haier air conditioner best
suited to their needs.
Product Demos
Interactive demos for a variety of products clearly explain key
features and benefits to the consumer, along with installation tips
and instructions where applicable.
47CUSTOMER ENGAGEMENT
Social Media, aka Great Ideas Worth Sharing
Haier America has made swift progress this year in our social
media engagement, and we continue to target growth in that
area. To create a social media voice that’s consistent with
our evolving branding and advertising, we create and share
content that focuses on people, planet and product to create
and deepen personal brand relationships.
48CUSTOMER ENGAGEMENT
Brand Ambassadors
Haier Brand Ambassadors find meaning and inspiration in
the same things we do—sustainability, community,
innovation, and sharing practical solutions that make
everyone’s lives better.
Our Ambassador Program’s mission is to deepen the
connection between our brand and the people we serve.
Together with our Brand Ambassadors, we’ll use this platform
to exchange ideas, to share opportunities, and to recognize
and celebrate our most passionate advocates.
49OUR SERVICE TEAM
Call Center
Haier’s customer communications center is staffed with highly
qualified call representatives that possess a willingness to think on
their feet and provide a good experience for the customer. We work
to ensure smooth communication between customer service and our
engineering and technical teams in our efforts to best serve
consumers who are experiencing service issues.
50OUR SERVICE TEAM
Replacement Parts
Haier partners with leading suppliers of original replacement parts.
We choose partners who have a reputation for commitment and who
understand the challenges of today’s service environment. We strive
to build a well-connected network for the timely delivery of
replacement parts to our customers.
51OUR SERVICE TEAM
Field Service
Haier maintains a portal through which all of our independent
service networks are managed. We seek to ensure best in-class
service dispatch to help us assist customers all across a region
while working to continually optimize our service networks to suit
changing needs.
52ENGINEERING A
BETTER FUTURE
With our grand tradition of breaking down tired old
structures and innovating the way we work, design and
engineering are also key elements in our plans for
Haier America’s future.
We’ve been busy restructuring our design and production process to
remove any barriers to innovation. And we’ve been fostering a unique
company culture—especially rare for a corporation of our scale— that
analyzes customer comments and acts on them without hesitation.
53ENGINEERING A
BETTER FUTURE
As our CEO explained, “In the past, employees would
listen to their supervisors, but today they are responsible
directly to their customers. We want our employees to take
initiative and create value.”
While other companies have experimented with their own versions of our
high-incentive, self-managed teams and non-hierarchical management
style, no one has tried to do it on the scale we are.
And according to our veteran engineer Lei Yongfeng, whose AC design set
a one-day sales record in China, “We have become more and more
entrepreneurial. We grab every opportunity, just like it is our own business.”
54THANK YOU
www.Haier.com
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