Haier is the largest consumer appliance maker in China, regarded as the "GE of China."
But back in 1984, it was a small factory on the verge of bankruptcy because no one wanted its poor quality products. Today Haier is a multibillion dollar conglomerate with over 30,000 employees worldwide. In the U.S., Haier brand appliances are sold in Wal-Mart, Best Buy, Home Depot, Office Depot, Target and many others. With production bases in America, Europe, Asia and Middle East, and with sales outlets in over 160 countries, Haier has become an international powerhouse that is well on its way to building a global brand.
The Haier Way traces the appliance giant's path to success, from its early bleak years when the company director had to beg from the neighboring village head for loans to pay bonuses to his employees, to the glamorous achievement when Haier ranked fifth among the global white appliance makers in 2002. The book also examines the three strategies Haier has adopted to survive and thrive in the face of cutthroat competitions: brand name building, diversification, and globalization.
Drawing on their interviews with the company's executives and employees, the authors offer a rare glimpse of the inner workings of the company and tell incredible stories about ordinary Haier employees who went extra miles to help boost the company's image. Much emphasis is given to Zhang Ruimin, Chairman and CEO of the Haier Group, for his pivotal role in the company's success. A legendary figure who ordered the smashing of 76 faulty refrigerators with a sledgehammer, he rules with a management style that is a blend of Jack Welch of GE and Confucius of China. The book uncovers how his vision, ambition, and determination have led Haier to create a Chinese business miracle and made himself one of the world's thirty most respected business leaders.
The first English book ever on an individual Chinese company, The Haier Way is an insightful and stimulating read for not only those who study Chinese business and economy, but also those who are interested in China and its culture.
"China thinks it can become an export powerhouse; Haier leads
"In China, a management maverick builds a brand."
"Haier's CEO Zhang Ruimin has made remarkable achievement
"Because of its size and large range of products it sells,
Haier is going to be
"The ambitious Haier leads an international brand push by
"A very modern (Haier) CEO uses the wisdom of China's ancient
Foreign managers will find that the book's greatest strength is
that it reveals successful techniques for managing and integrating
formerly state-owned enterprises into entrepreneurial companies
in China .... As the first to recognize the significance of the
Haier story, Yi and Ye deserve praise for bringing to light the
first of what will eventually be many Chinese company success stories.
From a broad perspective, the book throws light on a number of
important issues about China’s development path...comprehensive
and up-to-date...highly readable.”
Haier is one of the few Chinese companies with a real chance to
become a global player in the near future, yet ironically most of
us have no idea what it means to be inside a Chinese enterprise.
This book takes us inside of Haier so that we understand just what
makes Haier work so well and what it is that differentiates Haier
from the others.”
Very impressive is the account of the Haier journeys--not only the
vividness and pace of the narrative, but the incredible fodder that
provides those seeking deeper insight into the role of culture --
in the shaping of minds, and behavioral patterns of those who
face the challenges of the "World Order", and, in the
process, contribute to its ever-changing shape. Most intriguing
is how a culture rooted in a planned economy can grow trees, with
branches, leaves and blossoms not unlike those that emerge from
the soil of a market economy. Wonders and continued puzzlement never
The story of Haier is well presented and easy as well
as compelling to read. It should be required reading for any student
of management. Unlike many difficult books to follow dealing with
improvement methodologies such as Six Sigma, the authors of The
Haier Way do an outstanding job discussing all of the factors including
the “invisible” cultural evolution that have allowed
this company to become a leading world brand... As an appliance
industry executive who was sent to China to help teach the Chinese
how to manufacture high-quality goods, I have now learned a great
deal from Haier and the authors of this book.
Copyright © 2002 Homa & Sekey Books