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Why Haier's Business Model is so successful?

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Haier’s Company Overview


Founded in 1984 in Qingdao, China, Haier Group has grown to become one of the world's leading home appliance and consumer electronics companies. Renowned for its commitment to innovation, quality, and customer-centric products, Haier has established a global presence with operations in over 100 countries. Haier Group Corporation is a multinational home appliances and consumer electronics company headquartered in Qingdao, China. It designs, develops, manufactures, and sells products including refrigerators, air conditioners, washing machines, microwave ovens, mobile phones, computers, and televisions. The home appliances business, namely Haier Smart Home, has seven global brands – Haier, Casarte, Leader, GE Appliances, AQUA, Fisher & Paykel, and Monogram. Haier Smart Home became the world's largest home appliance maker by market share in 2010. According to data released by Euro monitor, the market share of Haier refrigerator has been the first for ten consecutive years from 2009 to 2018. Haier was ranked as the 2nd largest Home appliance maker in the world by 2018 Euromonitor International. Business Model: Haier's business model is centered around providing a comprehensive range of home appliances and consumer electronics to meet the diverse needs of its customers. The company has successfully integrated its operations across the entire value chain, from research and development to manufacturing, sales, and after-sales service. Haier focuses on creating smart, connected, and energy-efficient products, reflecting its dedication to technological advancement. One notable aspect of Haier's business model is its emphasis on user-centric innovation. The company adopts an entrepreneurial approach, fostering a culture of micro-enterprises within the larger organization. This strategy allows individual business units to operate with a high degree of autonomy, responding quickly to market trends and customer preferences. Revenue Model: Haier generates revenue primarily by selling a wide range of home appliances and consumer electronics. This includes refrigerators, washing machines, air conditioners, televisions, and other household products. The company serves residential and commercial markets, offering products catering to various lifestyles and preferences. In addition to traditional retail sales, Haier has embraced e-commerce channels to reach a broader customer base. The company's revenue model includes direct sales through its retail outlets, partnerships with third-party retailers, and online sales platforms. Furthermore, Haier may explore strategic collaborations, licensing agreements, and after-sales services to enhance its revenue streams. As a global leader in the home appliance industry, Haier continues to evolve its business model, incorporating digital innovation, sustainability practices, and customer-centric strategies to maintain its position in a dynamic and competitive market.

https://www.haier.com/

Country: Shandong

Foundations date: 1984

Type: public

Sector: Consumer Goods

Categories: Manufacturing


Haier’s Customer Needs


Social impact:

Life changing: affiliation/belonging

Emotional: rewards me, design/aesthetics, attractiveness

Functional: saves time, simplifies, reduces risk, organizes, reduces effort, avoids hassles, reduces cost, quality, variety, sensory appeal, informs


Haier’s Related Competitors



Haier’s Business Operations


Add-on:

An additional item offered to a customer of a primary product or service is referred to as an add-on sale. Depending on the industry, add-on sales may generate substantial income and profits for a firm. For example, when a customer has decided to purchase the core product or service, the salesman at an automotive dealership will usually offer an add-on sale. The pattern is used in the price of new software programs based on access to new features, number of users, and so forth.

Affiliation:

Commissions are used in the affiliate revenue model example. Essentially, you resell goods from other merchants or businesses on your website or in your physical store. You are then compensated for referring new consumers to the company offering the goods or services. Affiliates often use a pay-per-sale or pay-per-display model. As a result, the business can access a more diversified prospective client base without extra active sales or marketing efforts. Affiliate marketing is a popular internet business strategy with significant potential for growth. When a client purchases via a referral link, the affiliate gets a portion of the transaction's cost.

Augmenting products to generate data:

Due to advancements in sensors, wireless communications, and big data, it is now possible to collect and analyze massive quantities of data in a wide range of settings, from wind turbines to kitchen appliances to intelligent scalpels. These data may be utilized to improve asset design, operation, maintenance, and repair or improve how an activity is carried out. Such skills, in turn, may serve as the foundation for new services or business models.

Bundling:

Multiple products or services have been bundled together to enhance the value. Bundling is a marketing technique in which goods or services are bundled to be sold as a single entity. Bundling enables the purchasing of several goods and services from a single vendor. While the goods and services are often linked, they may also consist of different items that appeal to a particular market segment.

Corporate innovation:

Innovation is the outcome of collaborative creativity in turning an idea into a feasible concept, accompanied by a collaborative effort to bring that concept to life as a product, service, or process improvement. The digital era has created an environment conducive to business model innovation since technology has transformed how businesses operate and provide services to consumers.

Customer loyalty:

Customer loyalty is a very successful business strategy. It entails giving consumers value that extends beyond the product or service itself. It is often provided through incentive-based programs such as member discounts, coupons, birthday discounts, and points. Today, most businesses have some kind of incentive-based programs, such as American Airlines, which rewards customers with points for each trip they take with them.

Decomposition:

Simplifying many product kinds inside a product group or set of goods. A technique for doing business analysis in which a complex business process is dissected to reveal its constituent parts. Functional decomposition is a technique that may be used to contribute to an understanding and management of large and complicated processes and assist in issue solving. Additionally, functional decomposition is utilized in computer engineering to aid in the creation of software.

Demarketing:

Excluding current clients that are unprofitable or who do not adhere to company principles. Efforts directed towards reducing (not eliminating) demand for a product that (1) a company cannot provide in sufficient quantities or (2) a firm does not want to sell in a particular area due to prohibitively expensive distribution or marketing expenses. Increased pricing, less promotion, and product redesign are all common demarketing tactics.

Fast fashion:

Fast fashion is a phrase fashion retailers use to describe how designs travel rapidly from the catwalk to catch current fashion trends. The emphasis is on optimizing specific supply chain components to enable these trends to be developed and produced quickly and affordably, allowing the mainstream customer to purchase current apparel designs at a reduced price.

Guaranteed availability:

Guaranteed availability is a property of a business system that attempts to maintain an agreed-upon level of operational performance, often uptime, for a longer time than is typical. The idea is often linked with terms such as high availability and catastrophe recovery.

Lean Start-up:

The Lean Start-up methodology is a scientific approach to developing and managing businesses that focuses on getting the desired product into consumers' hands as quickly as possible. The Lean Startup method coaches you on how to guide a startup?when to turn, when to persevere?and how to build a company with maximum acceleration. It is a guiding philosophy for new product development.

Licensing:

A formal agreement in which the owner of the copyright, know-how, patent, service mark, trademark, or other intellectual property grants a licensee the right to use, manufacture, and sell copies of the original. These agreements often restrict the licensee's scope or area of operation, define whether the license is exclusive or non-exclusive, and stipulate whether the licensee will pay royalties or another kind of compensation in return. While licensing agreements are often used to commercialize the technology, franchisees also utilize them to encourage the sale of products and services.

Long tail:

The long tail is a strategy that allows businesses to realize significant profit out of selling low volumes of hard-to-find items to many customers instead of only selling large volumes of a reduced number of popular items. The term was coined in 2004 by Chris Anderson, who argued that products in low demand or with low sales volume can collectively make up market share that rivals or exceeds the relatively few current bestsellers and blockbusters but only if the store or distribution channel is large enough.

Make and distribute:

In this arrangement, the producer creates the product and distributes it to distributors, who oversee the goods' ongoing management in the market.

Open innovation:

A business concept established by Henry Chesbrough that inspires firms to pursue out external sources of innovation in order to enhance product lines and reduce the time needed to bring the product to the market, as well as to industry or release developed in-house innovation that does not fit the customer's experience but could be used effectively elsewhere.

Regular replacement:

It includes items that must be replaced on a regular basis; the user cannot reuse them. Consumables are products utilized by people and companies and must be returned regularly due to wear and tear or depletion. Additionally, they may be described as components of a final product consumed or irreversibly changed throughout the production process, including semiconductor wafers and basic chemicals.

Reverse engineering:

It is a legally sanctioned technique of duplicating a technology in which, rather than beginning from scratch, one starts with an existing product and works backward to determine how it works. Once the product's basic principle or core idea is established, the next stage is to replicate the same outcomes using other methods to prevent (legally prohibited) patent infringement. The cost of manufacturing is significantly lowered.

Reverse innovation:

Reverse innovation is a strategy that involves creating inventions in emerging (or developing) markets and then distributing/marketing them in established ones. For example, numerous businesses make goods in rising economies like China and India and then export them.

Solution provider:

A solution provider consolidates all goods and services in a particular domain into a single point of contact. As a result, the client is supplied with a unique know-how to improve efficiency and performance. As a Solution Provider, a business may avoid revenue loss by broadening the scope of the service it offers, which adds value to the product. Additionally, close client interaction enables a better understanding of the customer's habits and requirements, enhancing goods and services.

Sponsorship:

In most instances, support is not intended to be philanthropic; instead, it is a mutually beneficial commercial relationship. In the highly competitive sponsorship climate of sport, a business aligning its brand with a mark seeks a variety of economic, public relations, and product placement benefits. Sponsors also seek to establish public trust, acceptability, or alignment with the perceived image a sport has built or acquired by leveraging their connection with an athlete, team, league, or the sport itself.

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