Zhou Yunjie, President of Haier: China should create more ecological brands in the Internet of Things Era

  "The establishment of Eco-Brand Research Center and the signing ceremony of Haier's entrance into the National Brand Project of Xinhua News Agency" was held in Beijing on 14th. Both sides will cooperate in all aspects of brand construction and dissemination. Zhou Yunjie, President of Haier Group, said in an interview with reporters that innovation is Haier's core competitiveness, and innovation can only lead the trend of the times, have vitality. In the traditional era, the brand is the product brand, while in the Internet era, the brand is the platform brand. In the Internet era, China should create more ecological brands.

  Picture shows Zhou Yunjie, President of Haier Group, interviewing Xinhua News Agency reporter Zhou Yiju

Xinhua Silk Road Network, Beijing, August 16 (Reporters Li Haoran and Zhou Yi) "The establishment of Eco-Brand Research Center and the signing ceremony of Haier's election to Xinhua National Brand Project" was held in Beijing on 14 days. The two sides will cooperate in all aspects of brand construction and dissemination. Zhou Yunjie, President of Haier Group, said in an interview with reporters that innovation is Haier's core competitiveness, and innovation can only lead the trend of the times, have vitality. In the traditional era, the brand is the product brand, while in the Internet era, the brand is the platform brand. In the Internet era, China should create more ecological brands.

Innovation is Haier's Core Competence

  "Chinese enterprises must have their own core competence in order to create a world of their own," said Zhou Yunjie, President of Haier Group. Haier's core competence lies in innovation, in which scientific and technological innovation is the basis, platform innovation is the carrier and mechanism innovation is the guarantee.

  Haier's technological innovation is the basis to achieve the best user experience. "With an open and innovative approach, Haier has integrated global resources in recent years and formed a complete global R&D system," said Zhou Yunjie. In addition to this system, Haier's technological innovation focuses on solving the user's home experience as the guide.

  It is reported that in terms of platform innovation, Haier has built several platforms including communities as the interaction level, "U+" and COSMOPPlat as the paradigm. At present, Haier's platform has established many contacts throughout the country, which can perceive the needs of users at the first time. At the same time, it transforms pure Haier products into a U+smart life platform and electrical appliances into netizens, which can realize the connection between home appliances and home appliances, the interaction between people and people, and the interaction between people and things, forming a high-quality experience from simple product consumption to enjoying personalized services.

Has the final say: mechanism innovation, we become paid by users, each employee has to face the users directly to create value, the salary of employees is not the leader has the final say, but the user has the final say, "said Zhou Yunjie.

   According to the list of the world's most innovative enterprises in 2018 published by Fast Company, an internationally renowned commercial media, Haier is the only household appliances enterprise to be listed on TOP10, the 2018 list of global innovative companies in China. It is also the third time that Haier has been ranked as the most innovative enterprise in the world.

China wants to create more ecological brands in the Internet of Things Era

   With the rapid development of China's economy, the income of residents increases rapidly, the middle-income group continues to expand, and the consumption structure continues to upgrade. Consumers put forward higher requirements on the consumption of products and services, and pay more attention to quality.

   "Any innovation will have real vitality only if it solves the needs of society, improves the quality of people's lives and leads the trend of the times." Zhou Yunjie believes that the traditional era is the competition of product brands, which depends on the construction of product quality and marketing system; The Internet era is the competition of platform brands, which provides users with more consumption choices depending on user traffic. In the era of Internet of Things, the competition between brands will gradually shift to the competition of ecological construction.

   Haier took the lead in proposing to build an ecological brand in the Internet of Things era to meet more personalized user needs. Zhou Yunjie described to the journalist the ecological system that Haier envisioned: on the one hand, Haier changed products from electrical appliances to netizens by using the Internet of Things technology to obtain user personalized small data. Haier Xin's kitchen and refrigerator are connected with hundreds of organic food suppliers. Haier does not provide a product to store frozen food, but provides safe food solutions to achieve food networking; On the other hand, through the construction of temperature contacts, such as small housekeepers in rural water stations, small housekeepers in urban community posts, and small owners of logistics vehicles, users'needs on laundry, household appliances cleaning, education, safe food materials, etc.           Through contacts network and continuous improvement of user demand network map, Haier can not only timely gather the common needs of the same kind of community to achieve personalized customized services, but also provide more ecological value by mining the diverse needs derived by users.

   It is understood that in 2018, Haier creatively proposed the concept of "ecological brand" in the context of the Internet of Things, emphasizing the use of digital technology, deeply tapping the dynamic needs of customers, and linking up third-party resources to provide comprehensive services beyond the basic power of products. Recently, Haier "food networking", "clothing networking" and other ecospheres created a smart family multi-scene program, which appears in people's view at high frequency. In March this year, Haier took the lead in announcing seven house-wide plans, including smart living room, smart kitchen, smart bathroom, smart bedroom, four physical spaces and air and water for the whole house.

   "Haier proposed to create an ecological brand in the Internet of Things era, in the hope of exploring a new way for Chinese enterprises to create a brand in the Internet of Things era. By leading by the ecological brand and rewriting the competition criteria of global brands, Haier will provide a good reference for Chinese brands to go out and strengthen," said Zhou Yunjie.

Patience is required for Chinese brands to go to the world

   According to the operation law of international enterprises, the first eight years of a business going abroad to run a brand is a loss period. Therefore, simply supplying overseas brands is a common practice for Chinese manufacturing enterprises to go abroad. However, instead of choosing OEM, Haier insists on its own brand worldwide. "Patience is one of the reasons why Haier can overcome the dilemma of going out," said Zhou Yunjie.

It is reported that Haier's overseas expansion has undergone three stages: going out, going in and going up.

   Zhou Yunjie said that initially it did not make much money to expand overseas markets, but Haier had a firm belief in "going out". After successfully going abroad, Haier is faced with the problem of how to let overseas users know about Haier. Haier entered the U.S. market by producing small refrigerators, and gradually entered the mainstream channels such as Best Buy to market the mainstream double-door large refrigerators. On the "go up" side, Zhou Yunjie said that in order to become a well-known brand in the eyes of local consumers in European and American countries, Haier built its own high-end brand Casarte on the one hand, and merged overseas high-end brands including Fisher&Paykel, a high-end kitchen appliances brand in New Zealand, and GE Appliances, a brand owned by General Electric in the United States.

   Zhou Yunjie believes that Haier, selected as the national brand project of Xinhua News Agency, will make a strategic cooperation with Xinhua News Agency, and will make a voice of China to the world, at the same time, contribute to China's management program for the world.