Concentric with users and walking with the times Haier Zhijia leads China home appliances to the world.

　　On the day of the visit to Haier, the sun shone on the visitors of (), which was warm and comfortable.

　　Since its listing, Haier Zhijia’s operating performance has continued to grow steadily. The company’s revenue increased from 795 million yuan in 1993 to 261.428 billion yuan in 2023, with a compound annual growth rate of 20.6%. The net profit returned to the mother increased from 69.5145 million yuan 30 years ago to 16.597 billion yuan in 2023, with a compound annual growth rate of 19.3%.

　　With the growth of performance, Haier Zhijia returns investors with "real money and silver". The company has accumulated 29 cash dividends, totaling 37.159 billion yuan, with an average dividend rate of 34.1%, showing a vivid picture of paying equal attention to performance and feedback.

　　Haier Zhijia has grown into a global industrial giant. In the first half of this year, the company achieved overseas revenue of 70.824 billion yuan, and the overseas business income accounted for more than 50%.

　　From a small factory on the verge of bankruptcy to a global home appliance giant, what is the key to Haier Zhijia’s successful cycle and steady growth?

　　Recently, a series of activities of "Know My Listed Companies-Enter the Blue Chip" jointly launched by shanghai securities news and CSI Small and Medium Investor Service Center entered Haier Zhijia to visit and decode the company’s stable and far-reaching development.

　　Small innovations make a big river.

　　Haier Zhijia has deeply cultivated scientific and technological innovation, accelerated the development of new quality productivity, upgraded to high-end, intelligent and green, and continued to provide users around the world with home appliances that meet their needs, customized smart and convenient lives, leading the experience leap of users’ lives and realizing the overall leadership of high-end brands, scene brands and eco-brands.

　　Walking into Qingdao Haier Zhijia Central Air Conditioning Interconnection Factory, the busy production line roared, but there were few workers in the whole factory. Blue slogans hung on both sides of the workshop, simple and eye-catching.

　　What impressed the reporter was that each workstation basically had a display screen, which recorded the sharing of cases such as "Today’s Star" and "Maker Star", which is a scene that other enterprises rarely see.

　　"The maker star of the central air-conditioning interconnection factory, Zhang Shanguang; Innovate the name and improve the automation of paint mixing. " On the right of Zhang Shanguang’s smiling photo is a brief introduction of the maker star and innovation. A display screen with a keyboard is hung on an orange iron square pipe, which reads the words "Today’s Star of Connected Factory: Lu Fengfeng" and "Incentive Classification: Quality".

　　The reporter learned from the case shared by "Today’s Star" that when maker Lu Fengfeng connected three pipelines in the shopping mall, he found that the insertion depth of the pipe group was inconsistent. He immediately checked the pipe group and found that the pipe group had not determined the site, and timely stopped the problem and self-checked, which prevented the problem from worsening. The employee is serious and responsible for the quality, and the company praises the employee.

　　"The second inspection process is the pressure inspection station, which is also called the container inspection station. This is an improved workstation designed by employee Zhao Rongjie, and the company named it after him-‘Rongjie Inspection Workstation’. " Tamia Liu, director of investor relations at Haier Zhijia, told reporters.

　　According to reports, Zhao Rongjie cooperated with many parties to introduce the concept of new energy vehicle manufacturing into the pressure detection of central air conditioning, and created the industry’s first pressure vessel detection station with robot self-transportation, self-detection and self-diagnosis. After upgrading, the inspection room uses AGV to send the workpiece to the workstation, and uses the equipment and system for self-inspection, which improves the efficiency by 50% and realizes zero leakage of the shell and tube. After the station was put into use, Zhao Rongjie upgraded the helium recovery equipment used in pressure vessel inspection, developed system control software, and realized real-time monitoring and display of pressure control and pressure curve, and the inspection efficiency was improved by more than 50% again.

　　Today, his name has remained in the former detection station, and "Rongjie Detection Station" has become the first pressure detection station in the industry to be replaced by machines.

　　There are many "Zhang Shanguang", "Lu Fengfeng" and "Zhao Rongjie" in Haier Zhijia. Perhaps it is these countless streams of "makers" that finally converge into the sea of "scientific research" and become the true embodiment of Haier Zhijia’s insistence on "maximizing human value".

　　Born global

　　Looking back at the history of growth, a remarkable characteristic of Haier’s intellectual family is that it is "born with globalization".

　　From the perspective of time, China’s home appliances can be roughly divided into three stages. The first stage is the product going out to sea. As long as foreign markets can be exposed to China products, it will be successful. Haier Zhijia, on the other hand, chose to start from the most difficult markets in Europe and the United States and compete with experts in order to quickly narrow the gap with enterprises in developed countries.

　　At present, the company’s overseas business has entered a benign development period, and successfully achieved a global layout of multi-brand, cross-product and cross-region.

　　According to Euromonitor statistics, in 2023, Haier Zhijia’s share (retail volume) in major regional household appliances markets in the world is as follows: it ranks first in the Asian market in retail volume, with a market share of 26%; Ranked second in the Americas with a market share of 15.8%; Ranked first in Australia and New Zealand with a market share of 14.6%; Ranked fourth in Europe with a market share of 8.8%.

　　The relevant person in charge of Haier Zhijia told the reporter that the company has a global collaborative research and development system, established a global technology research and development mechanism, shared common modules and reuse technologies, and shared patents within the scope of compliance. At the same time, the company has also set up a global product development mechanism to coordinate global product cooperation and development, which can realize regional cooperation and supplement between product categories.

　　For example, the development teams in South Asia and China were highly integrated, which lasted for 10 months, broke through the inherent product development model, and innovated the model from the aspects of team division, quality control, product verification, complementary resource advantages and cost control, and jointly completed the development task of HRT-683 refrigerator products, becoming the local mainstream differentiated mid-to high-end products.

　　The company set up a global procurement committee to promote global procurement activities as a whole. The company has established an end-to-end global supply chain digital management system from market to supplier to production to logistics, and quickly adjusted the global production capacity layout in real time through intelligent algorithms, and the global factories shared and created intelligent manufacturing technologies to continuously enhance manufacturing competitiveness.

　　In global collaborative marketing and brand promotion, the company operates a multi-level brand portfolio on a global scale, which can achieve global collaborative brand promotion. The company also promotes and introduces successful marketing strategies among regional markets around the world. For example, the company successfully copied some sales and marketing models in China market to Indian, Pakistani, Thai and other markets, which strengthened the company’s brand image and regional market competitiveness.

　　In fact, Haier’s "attack on the city" overseas reveals an important change: China’s supply chain has got rid of the label of "world factory", and China enterprises are moving towards "China creation" through independent brand creation, technology accumulation and standard setting, becoming the global industry leader.

　　Salad dressing integration

　　Accompanied by globalization, Haier Zhijia’s excellent M&A integration ability. Haier Zhijia has been promoting cross-border mergers and acquisitions non-stop.

　　"We sincerely welcome more than 4,000 employees of Carrier Commercial Refrigeration to join the Haier family." On October 8th, Haier Zhijia held a welcoming ceremony to complete the acquisition of Carrier Commercial Refrigeration in Mainz, Germany, said Li Huagang, chairman and president of Haier Zhijia.

　　In December last year, Haier Zhijia announced the acquisition of the commercial refrigeration business under the Carrier Group.

　　In July this year, Haier Zhijia signed relevant transaction documents with Electrolux Group of Sweden, and acquired 100% equity of Electrolux South Africa Proprietary Limited, which is engaged in water heater business in South Africa market, with an enterprise value of 2.45 billion South African rand (equivalent to 980 million yuan) and took over its household appliance business personnel.

　　For Haier Zhijia, cross-border acquisition is familiar. In 2015, the company acquired Haier Group’s overseas white goods business (including Japan’s Sanyo Electric Company’s white goods business in Japan and Southeast Asia), in 2016, the home appliance business of General Electric Company of the United States, in 2018, Fisher & Paykel Company of New Zealand and Candy Company of Italy in 2019.

　　In Li Huagang’s view, the globalization of enterprises must be the globalization of people and the globalization of corporate culture. "Haier adheres to the’ one person in one’ model, insists on the value of people first, and integrates people from different cultural backgrounds, calling it salad-style cultural integration. There are various vegetables in a salad, representing different cultures and different countries, but the salad dressing is unified, and the salad dressing is’ one person in one’. "

　　In 2016, Haier Zhijia acquired GE Appliances without replacing a piece of equipment or dispatching any management cadres. It only did one thing, introducing the "one person and one person" model, stimulating the innovation vitality of all employees, and making the whole enterprise undergo earth-shaking changes. "Before the merger of Haier Zhijia, General Electric Appliances had been losing money for ten years in a row, but it turned losses into profits in less than two years after the merger. General household appliances have maintained double-digit growth continuously and have become the first home appliance brand in the US market. " Li Huagang said.