Haier Group:Assuming Social Responsibilities and Building Global Brand

3. Haier’s experiences and achievements in management reform have attracted attention of global educational institutions and currently 16 cases of Haier’s experiences and achievements concerning industrial merge, financial management and corporate culture, have been taken into archives by 7 universities, such as Harvard University, South Carolina University, Lausanne Management College, ESCP-EAP and Kobe University.

Haier’s contributions to society have brought Haier awards. Haier brand, valued at RMB61.6 billion, topped all Chinese trademarks at a nationwide survey. On April 18, 2005, Haier was ranked 89th of the 2005 World’s 500 Most Influential Brands by the World Brand Lab. Haier was ranked first in the row of China’s Top 10 Global Brands on August 30, 2005 on the Financial Times. Haier CEO Zhang Ruimin was placed 26^th of the World’s 30 Most Respected Entrepreneurs on 7^th December, 1999 on Financial Times, 6^th of the Asia's 25 Most Powerful People in Business on Fortune August, 2004 and first of the 25 Most Powerful Business Leaders Inside China on the Chinese Edition of Fortune April 2005.

From Zhongyikang Statistics, Haier’s leadership position in Chinese home appliance industry has been solidified by obtaining the domestic market share of 21% for overall appliances, far ahead of all its competitors, 34% for white goods, exceeding globally recognized domination line, and 14% for small electric appliances, overtaking all previous competitive rivals. In the world market, Haier has gained first place in the United States for sales of compact refrigerators and wine coolers, in Iran for washing machines and Cyprus for air conditioners. From Euromonitor Statistics, Haier is ranked fourth in the revenue from the global sales of white goods.

On September 6, 2002, Zhang Ruimin was honored with a Global Business Leader and an Outstanding Donator UWI Award. In January 2004, China Youth Development Foundation presented Zhang Ruimin with Award of Excellence for Hope Project Donation.

At the first session of the UNEP held during December 5 and 7, 1995 in Vienna, Haier, the only invited company from Asia, exhibited its latest products. “The globe will be safer if more companies like Haier exist”, said Peter, Director of BMZ, Germany, at the conference. In 2000, The United Nations Development Program and the US Environment Protection Administration jointly granted Haier Group the Global Climate Award.

In a book, Haier is The Sea, Haier CEO Zhang Ruimin writes, “Thus Haier is likened to the sea as Haier develops and prospers while making contributions and devotions to the society through relentless efforts and sincerity. Like the sea Haier will grow and exist forever as recognized by the whole society. Every employee of Haier will also devote his or her talents, knowledge and wisdom to Haier and the society while in return realizing personal value. Haier employees and the society will always be one.”

Haier’s goal is to become a global recognizable brand.