Wednesday, July 21, 2010

Popped into the home appliance industry with high black horse

A very strange name, within two months of Union, bound Intel, buttoned IT channel, innovative Haier brand, make plain waves Dangqi PC field.

A very young face, like the challenge, full of passion, specializes in integration of resources, the capacity of both entrepreneurs and diplomats.

"I do not understand IT, but I believe that not every other interlaced reason!" January 18, in the Haier production base in Shenzhen, high to edge into eating breakfast chat with reporters, his face firm and decisive, able tone. He was excellent with a simple eloquence and a sense of surging passion, so he looked really different with the IT people.

Haier IT business after taking over, high to become too busy to have no time to the media, but his reputation is big up day by day, no way, he was in China in 2005, Wang PC that stirred the waves water too. He has always been with a man not very promising IT companies of the members of the Haier household appliances, to play fast battles the way, knocked the PC market rules of the game, others lament the PC days, when one day as a day, a 3-digit PC Haier growth rate of more than conquering a city, triumph, was HP, Lenovo, Founder, etc. "PC veterans" as is "darkest dark horse."

While in the IT field, high to become a new face, but in the field of home appliances, he had career in 12 years, territorial Road "heroes." This just in his early Haier 30-year-old Major-General, there are many stories behind it.

Resource Integration expert

As early as the word has not yet popular in the PK before the high to the operation of achievements is already a master of PK known as "PK" pilot.

In 1999, the high to become young, just promoted to general manager of Haier refrigerator sales. Haier household appliances at the time, is almost done, "the broken piece of red," but even worse then that, this "point" is the South. Because the forces of South China was too strong local brands, Haier has not only not make it go, and pushed out of sight should. Haier top in a hurry, though not much hope, but so desperate a struggle, so in a company-wide competitive selection, "South China general manager." No one thought that was high up the momentum to become brightly volunteered, marched in Guangzhou, close relations between people think he comes across as rude.

The high was just 28 years old to become, to Haier 5 years, but has jumped from a workshop technician with five as general manager of Haier's refrigerator sales. He is not too much afraid of the tiger, in his eyes, nothing is done to succeed.

But in Guangzhou, harsh facts or to the high order as to the one played rough. At various shopping malls in the appliance area, Haier, without exception, are squeezed in the corner, the least popular and most desolate is Haier counter, let alone what the consumers want to buy Haier, Haier is looking difficult to counter. "No, have to account for a good location!" So high as to become a major shopping centers, a way to run marketing, but the hot face to cold ass, then in Guangzhou Shopping in Guangzhou, the most powerful film department store Marketing Manager the high to the shoulder into, said: "Little high, we give you a location to be dry, we put in here are well-known brands can!"

Make life difficult for this first hurdle, to do nothing more to say ah. After many find out later, to become aware of the high, Guangzhou A mall is the boss of his fellow, so the name of his hometown to see the big boss got the chance. Polite pleasantries, the high to cut straight into the theme: "Haier would like you to do a mall treasure marketing activities." "That's good, we must support!"

Effective weapon to get hand, Haier began happily preparatory exhibition, In a sense, the success of the fairs determine the fate of the South China Haier. Made high in order to become aggressive, not only the fridge, all can find all Haier products are concentrated to the fairs on-site to let people see a comprehensive Guangzhou Haier; not only to brands, but also to shopping malls to see sales.

Goal is determined, to become its usual high "resource integration" way of thinking began to perform general director of his PK job. First, let PK up internal staff. High to become established than n times the usual daily sales - 100 units, and then apportioned to each employee sales targets, "each person must sell 5 sets, can not sell his own pocket to buy me back!" II PK external resources to make up. He understands that rival the competition in Guangzhou A mall is across the road, Guangzhou B malls, this relationship does not use white non-use. He sent the two major shopping centers were lobbying, "Haier fairs to sell products, the first to whom the sales invoice count."

Booth built up overnight, stores full of invisible competition, sales competition, two major shopping malls in the competition, the day, actually sold 109 units, but usually Haier A mall in Guangzhou, the largest circulation daily, but also 10 units. A high sales immediately to shopping malls and B Haier admiration. However, the high order as this do not think PK flavoursome, so he were sent congratulatory message to the two major shopping centers, the letter stated: On a day in an organized Haier Haier products on sale in the 109 units were sold products in your shopping sales officers fulfill their duties within the day to sell 59 (50) units, shopping centers we see strong competition in the market of your awareness to your shopping hereby congratulate the outstanding performance.

Read the congratulatory letter two shopping centers, not only eyeball was stunned and greatly the number 109, but also were fixed on the opponent's sales, a scramble Haier war inevitable. Haier in the South China finally made it.

Into the eyes of a high order, PK is the resource integration and resource utilization. In the application of modern business-oriented competition, unique offerings Tips, technical threshold and so is not necessarily the key to victory, but "resources" is indispensable. Thus, in 2006, Haier Computer plastered the slogan office is "to create a single resource person one", presumably in order to become more and understand the high content.


Haier, high to become a famous "Forever", the performance of the most "fierce", and that he took over in April 2005 Haier IT business at that moment.

One day in April 2005, sunny blossom. High to become the Beijing "business" After boarding the flight back to Qingdao, for the high to be so "night", the poor end of the mean per trip is completed, you can make good use of machine time to rest.

However, he did not think that is leaning back in his turn a blind eye repose on the occasion, Qingdao Haier Group, a conference room, four CEOs are sitting there waiting for him, his expression grave.

High to become the plane, he was notified back to Haier, Tuimenzoujin conference room, he had never felt solemn. Including four CEOs, including Zhang find a person talking, which is rare in Haier, in the end what happened? When a paper appointment book placed in front of him, high in order to become finally understand that the Group was to put his IT business for the business's current headquarters.

Beyond the four veterans expected that high to become not only did not hesitate to accept the organization, but also from Haier IT eloquent talk at length about the opportunities and strategies that should be taken. Several veterans fully prepared "ideological work" not a useless, high to become a speech 20 minutes later, the meeting ended.

In fact, not a reckless high to become the person, his heart took Haier computer know what it means. In the industry know that the road can be said of Haier PC twists and turns.

In 1998, Haier introduced its own brand computer to enter the PC market, but did not like the imagined experience quick success by home appliances.

End of 2003, Zhang said again to enter the IT, mobile computing, Haier set up headquarters listed. Also in 2004 and Taiwan Province of China OEM 鍘傚晢 Pou Chen Group, the sea into a joint venture set up IT Ltd, cut into production and overseas sales of computer and began to introduce Haier brand notebook computers, but in IT industry, Haier Computer no avail Duoda reputation.

In 2005, to a high order into the hands of Haier IT has a "three-palace", and this can be said to be allowed to enter into a forbidden failure. Is so high as to become happy to take over the IT business, first, because the leadership decided to do, "evading its difficult to do than figure out how to." Second, because of the high risk and challenge to become the most interesting thing "Other people see the difficulties, I see opportunities."

Intimate contact with Lai Yit Loong

Can be bundled with Intel's name, do not know how many PC makers dream of things, first joined the line of Haier to become Intel's new favorite, so that IT industry in high esteem.

Take over the IT business into a high-order lost 8 pounds in two months, the 8 kg consumed entirely mental.

Haier IT twists and turns to face the challenges of business, high to become weapons of war is still the "integration of resources."

"Haier to do PC, not do the product, but do the brand." Cheng said high to "make the brand" is the "integration of resources." "I study every day, four people, customers or users, the division of labor, employees and competitors, I would like to pondering these four people, how satisfied the first three groups of people, so that the fourth category of people nervous."

Upstream manufacturers Intel, Microsoft, was working on new areas of digital home, this is an excellent opportunity for Haier; and upstream cooperation Fang Baocheng Group cooperation has depth, Haier's products have been the world's leading brands Dell, Acer , Asus and other run in the same production line; and downstream marketing channels, Dazhong, Gome, Suning and other 3C store is Haier's old partner, but bainaohui other IT stores, as well as professional IT channel is Haier needed, vast. After this some sort of high to become the upstream manufacturers and downstream channels on the integration of resources listed in the emergency context.

What to impress the Intel? High to become the three major advantages summarized Haier: Haier in home appliances with an absolute leading position in the field, the brand to the people in more than 100 billion yuan of business size, have sufficient financial resources to support its rapid operation in the field of IT; Haier has globalization production base, improve research and development, manufacture, supply, sales and service system; Haier in China has 120 million fixed users, more than 10,000 sales outlets, more than 5,000 service outlets, more than 2,000 stores Haier is more important ... ... is that Haier's sales and service network reaching out to rural towns. Intel initiated the era of digital home, Intel PC's next target will be locked in 45 markets when the advantage of unparalleled Haier.

May 11, 2005, in Shandong working conference on information technology to promote the young and Lai Yit Loong high to become finally met. High to become walked up and had played several times a plan of "lines" in verse to say that listening to Lai Yit Loong, said rural areas in the market, Lai Yit Loong eyes take light, it is precisely the focus of Intel in 2005 to open up the market. They both immediately agreed to co-develop the rural market related products. This first meeting is a direct result of Haier and Intel teamed up to launch the famous computer for the rural market Jiajiale.

As for the first time a good talk, the second meeting on a matter of course, on June 8, Lai Yit Loong great interest in Haier New conference site. Was high, the two kept whispering Lai would later bosses with Hengchang Xie Tao-together, this time, Lai Yit Loong objectively help not only to become very busy high (with HCL's cooperation), but also with the high order into a clap Meet "after the collision at least once a month."

"Later, too busy, we do not really touch once a month, but the phone has been used to it." According to Intel's employees revealed that Lai Yit Loong on high to become the company's appreciation has gone beyond the level of cooperation. Therefore, the relationship between Haier and Intel, but also because of the high to become intimate with Lai Yit Loong's all the more close up.

Buttoned Hengchang

Hengchang buttoned high to become only a week, or more precisely 40 minutes.

Haier in the IT field "three palace", the first two channels are in the building came a cropper, this point is very high in order to become aware.

High to become a "IT person" after the rest day each week to the store to go to be wandering, the main aim is to "draft" - Behold, a dealer sold well, traced back to him tell your check, check Which part of his, and then one by one in the heart rate, locking your goals. This wandering in Beijing a few weeks later, he targeted the NEC's core agent Hengchang body.

High to become so PC, there is a "Heli Crane Group" theory. "Our eyes can not always stare at the second and third tier brands, with their ratio, Haier may feel good, stand out, but stand out a long time at best, still a leading chicken; we have to find ways to enter the crane group, only with crane crane together to find a real feeling. "Haier to become a crane, the starting point must be high. In product manufacturing, and Dell, Asus, Acer same production line; in the upstream support on a Intel, Microsoft core support partners; the service first-class deep rural networks; in the sales channel, it must be with those levels The first cooperation of distributors. There is no doubt the strength of the field in the channel Hengchang are "Crane Group".

Let Haier high to become a responsible official in Beijing and Hang Cheong contact, but Hengchang full story. By the end of May, from Haier released in 2005 for the first time a week to a new high to become the decision personally.

"I was not necessarily want Hengchang promise anything, I just want the idea of Haier, Haier's strength told Hengchang so Hengchang little more understanding of Haier. Of co-operation can also be friends Well!"

Having said so, but high in order to become the eloquence and diplomacy, or to the veterans Xie Tao spot Hengchang admiration, high to become the talk of the last shake of a burden: "I suggest not to do Haier Hengchang recent first, and then observed observations show the full strength until after Haier do. "Xie Tao, but was anxious," Haier will we do, and once we do that! "So, Hengchang vertical edge of the Dragon refresh overnight into a huge billboard Haier, the next they agreed on "the headquarters of the headquarters, and shop in the stores" model of cooperation. High to become the meeting with Xie Tao's total duration is 40 minutes.

"We won with a credit Intel with sincerity moved Hengchang." Higher order as concluded. Hengchang victory after the United States and Shanghai Cheng (Sony core network), Peng Yang (Asus core agent), and Guangzhou Eastern seas (ASUS Core Agent), Chengdu Jun Tao (Legend of total generation) and other leading IT distributors have extended an olive branch.

Standing on a hilltop

High to become that his work in the Haier 12 years and over the six hills, IT is facing him in the seventh hill.

The first hill is from the craft shop to the workshop director, the main task is to challenge the production limit. He will Haier refrigerator production line, production from 1,500 / day upgrade to 2400 units / day.

The second hill is to play the Minister of Haier refrigerators aftermarket business, the main task is to narrow the distance between Haier and clients, he made a name Haier's service.

The third hill is the marketing companies as Haier refrigerator Jilin branch manager, he spent 4 and a half months to sell Haier's refrigerators from the customer refused to do the local first;

The fourth hill is as general manager of Haier's refrigerator sales, faced the challenge of foreign enterprises, he will be the Chinese market, Haier refrigerator first;

The fifth mountain is to southern China, Haier deduction process reengineering, many years to achieve a long-cherished wish Haier - National country is red.

The sixth hill is the business stream in 2004 as headquarters of Haier Minister, to achieve 50% growth in business that year.

This mountain top IT and some other six different: Jumping the appliances, is Hill Hill outside.

High to become the first challenge is how to use existing appliances this time IT experience climbing over them. He has developed three of Wu Raiders: speed to win; channels subversion; scale of differentiation.

In 2005, the high to become the successful implementation of the three Raiders indeed, so rapid IT Attacking opponents by surprise; get Intel and Microsoft's favor, an increase of Haier's sturdy sense; IT support channels Haier also become full; differentiation Products (rural computer, Moisturizing Eye computers, digital home computer) the introduction, highlights of the Haier personality. Haier completed their brand image set.

To the end of 2005, Haier has made a major decision: the beginning from February 2006, Haier Group, the computer producers - Haier and Po into the sea as a joint venture (Shanghai) Information Technology Co., Ltd. replenishment of 150 million yuan, get 51% of its absolute control, for the same time changed its name to "Haier computer", which indicates that Haier's determination to deep plowing of major IT industry.

Stand a step higher, high in order to see farther into. "Long March, we had just arrived in Yan'an, just live it."

High to become that, throughout 2005, the Haier IT is only in the integration of external resources to achieve the results, the next major task is to tap internal resources, "to target integration of resources allocated to each employee's body." It seems high to become a strategic or resources to win.

Humanities links: high to become A Proust Questionnaire

What is your ideal kind of happiness?

Happy in my mind is quiet experience acquired after waves.

What is your greatest fear?

Loss of "awe" of the heart, the so-called "fear."

Among those still alive do you most admire is who?

Ordinary man, extraordinary virtues, often moving.

Which features of your own you feel hate?

Too persistent.

What is your most hated features of others?


Do you think the most extravagant of?

With a lot a lot of time to do what no others have any value on things.

Love of your life what a person or thing?


What do you think of your own virtues are overrated?

If Haier Computer has made some achievements, first of all because of Haier brand, followed by our team, and finally myself, and media attention often the order reversed.

What you most like to have talent?

The strikes, and the courage and command set, if calm, cool perfectly rolled.

How your current state of mind?

Trepidation, treading on thin ice.

Do you think your greatest accomplishment?

I have not thought about himself and "great" the word linked.

You own the most significant features of that?


What is your motto?

Beyond their own to win again.

(Proust Questionnaire is a popular game in the French Salon, after "Remembrance of Things Past," Proust answers on the questionnaire fame)

Interview Notes: Dell, Haier and what is the difference?

Haier their never bring themselves compared with Dell, it touches me, to hear about Haier high to become the market come from behind in PC when, suddenly feeling associated with Dell.

High to become that Haier started in 1984 when the refrigerator, refrigerator brands are the market, Haier has to do with the market for 15 years, first; Haier air conditioning in 1993, so when the market is scheduled to air conditioning manufacturers ranked Haier used 10 years to achieve the market first; Haier washing machine in 1995, the time to do the market numerous washing machine brand Haier took five years to achieve a first in the country.

"We found that the more mature market, we break more easily." Higher order into that today, in the PC market, Haier to re-experience the fun of the past catch up, the goal is to make the country before the year 5.

This reminds me of the Dell. Dell products no matter what, will never intervene in the market early when, instead of to the market and the products are mature, will step in, that its "standard" rule, Dell believes that only standardized, Dell can make full use of its cost advantage quickly grab market share; Today, Haier is also in mature markets and products have been involved in PC market, Haier that only at this time, Haier powerful resource accumulation and financial strength to highlight, fast Attacking, come from behind is more easily achieved.

However, Haier and Dell What is the difference?

First of all, Haier is China, Dell was the United States, this is the most fundamental difference. Second, Haier is taking the store, the combination of 3C channel path, Dell is taking the direct sales, partners, IT professional sales supplement the road. Third, although globalization is the operation of all the money that is end, but far less than the size of Dell, Haier. However, we also see the characteristics of Haier. It is not paranoia on the technology, to take the "chain" model, from manufacturing to sales and service "all involved", which one of the few enterprises in China, PC, and Dell closer.

In fact, the simple comparison of the similarities and differences between Haier and Dell is not my intention, my intention is to weigh, the number of Haier in the end may be, to innovation for its own PC sales model, I am afraid this is the decision of whether in the IT industry, Haier key to success.


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