 Haier:  2.0
 


             Haier Group.              -,        .   Haier     RenDanHeYi,    -,      ()    Haier,  -  .       ,       , Haier          .      ,           ,       .     ,          ,  ,   .





 

 Haier

 2.0



The WORK is translated from the English edition [The Haier Model]Pte Ltd.



  .              .



 2019 by Yangfeng CAO

Copyright licensed by Yangfeng CAO and arranged with Mr.Zhifeng HU

    , , .    , 2019


* * *






  





 Haier:    


        .     ,   :   ,        -,  ,    ,       ,       .

, Haier  .   2008  - CEIBS      ,     ,  ,   ,   ,     ,        Haier.

Haier      ,      ,     ,     ,    .         , -  ,   Haier,  ,    .

         ,   ,       .



  ,
     Chengwei Ventures, CEIBS, 






 

Haier: 19842084


       ,   Haier,     -    .  ,    Haier          .    ,     ,   Haier            .              -,      :       ,          , ,  ,      .         Haier    ,       ,       1998 ,   -      .  2006   Haier   -10      Financial Times.   Haier     ,    .

     ,        ,                     General Electric (GE).    ,      ,    .   1985     ,   ,   Haier          .        ,      Haier            ,    .           .

        ,       ,          𻠖   ,          .    ,  -       ,    ,            .             Haier,        (    ,         2013 )  .

       Haier ,      Inside Chinese Business[1 - Ming-Jer Chen. Inside Chinese Business: A Guide for Managers Worldwide. Harvard Business Review Press, 2003.   ,     , . .],     2001 .     Harvard Business School Press    ,     .  ,  - ,     ,     .     ,         ,         . (    .)         Haier         MBA-   - .      ,    Haier      ,            .

 2013 ,    ,                 .              ,    ,       .        -         .               .  ,     - ,  ,      ?   ,              .

         Haier.          ,       ;        .        ,               .             .          ().

         :     ,       .         ,       ,      ,      .         , Haier         ,       ,                  .         ():              .

Haier       ,      ,        ,       .            [2 -   (  Ȼ)      ,   700   ..]    ().   ,      ,        .          ?,       ,   ,         .

     ,     .  -       Haier.  ,     .      , ,  ,          ,   .   , ,    -   ,      ,   - .   ,        ,     .   -  ,  - ,      (    [3 -   (18851968)  ,     ,    .]) ,      ,         .

   ,        Haier    ,   .          ,          .     Haier      ,       ,   ,             .  ,                  .         -   ,      - Haier  .         ,    .

         Haier.      ,       , Haier    ,     . Haier    [4 -   ( )     ,    - ;  VIII   ..],   ,    ,    ,     ,         ,      .          ,         ,    ,      ?.

 , Haier ,      ,   ,     ,    ,  ,      .   Lincoln Electric,    ,       .        ,     ,       ,     . ,          .           ,  ,     -      , ,     ,  .      ,  :        .

     ,        軠       .        ,    ,  ,   .        ,     Haier      ,   ,     ,         ,         .   Haier        ( 2084 )    , ,   - ,     :     ,     ;     ,     .      ,   Haier   ,    ,               . Haier  ,     .               ,     .     ,          ,         ,        .    Haier     .  ,                 ,      .

, Haier        ,    .  ,       -    ,       ,        .                       . ,   ,           ,     . ,  -        ()     ,             .



 ,
 .,   , - Darden,  ,      




 1

     Haier





    


          .            ,     ,   -  .

  ,      ,        ,          .        ,   Haier,         .  ,     .  Haier    .     Haier       ,    ,        .  2003       The Economic Observer       ,    :    ,  ,     ,  .

          .    ,      ,       ,      ,        [5 - DruckerP. Innovation and Entrepreneurship / Trans. by Cai Wenyan. China Machine Press, 2009. [   :  .   . .: , 2007.]]. ,     ,    ,    .            .

- :     .     ,     .    ,     .         .   ,   ,       ,    , Haier        ,   . ,       ,  Haier     .

     Haier           .  2009    Whirlpool  LG,        .      ,   2016    Haier   30,2  .   11       1984  2016 .






 11.     Haier Group  19852016  (   )



       Haier    ?            ?     ,           60000          ?      .

     Haier.        ,        . ,    .

  Haier   1984 ,      ,     .    ,         .  ,  ,   RenDanHeYi    ,   Haier Group.  , -    ,      Haier  2005 ,        .

  RenDanHeYi?        2.  ,  Ren  ,     ; Dan    ; HeYi         .    RenDanHeYi  ,        ,          .

   RenDanHeYi,   .     : Haier        .    .  ,    ,      Haier, :    [6 -   (. contract theory)    ,         ( )  .],  Haier        .  Haier        ,  .   - Haier    2013   [7 -   (. 1954)  ,     Strategos (, ),    ( , ).],  Management Innovation eXchange, ,           .         ,  .

  2013    ,  ,  73-          .             .          RenDanHeYi,      .   ,   Haier     -   .   ,          .        ,       Haier  .    ,    ,             .   Haier    .             , , ,     .      ,     . ,  -        Haier,        .

  RenDanHeYi        ?        ?    ?  Haier  ?          ?      ,    ,      RenDanHeYi.




   


      ,      Haier       . ,      ,   .     .

     1998  2005 .        ,         Haier,         .

   2006    ,          Haier.    2006 ,              Haier      .                .  -    RenDanHeYi.          - Haier,    :       RenDanHeYi.

   Haier  ,       ,    ,   RenDanHeYi.         ,     .       .                          Haier.  2006  2015       .      ,           ,      Haier.                 .

           Haier  .  2012          RenDanHeYi   .      ,         (),          15  150  .

  ,  ,   ,    RenDanHeYi       ,       ,   ,   ,   .       -          ,        .

              Haier     ,      .          ,    ,    .    RenDanHeYi     ,     .           .        .               37500  75000 ,   100%.         :   .    RenDanHeYi     .     ,      ,       ,    .   ,   ,  ,  ,   ,      .            RenDanHeYi,       ,    .




     220000        


Haier Group        , ,   ,      ,    .    1984              Liebherr        .  1980- ,         ,           .      ,    ,     ,                .         .

   Liebherr    ,   1949      ,      .         ,        .       .       Liebherr.    ,                .                         .

   ,   ,   -   .         1,35  ,    ,        ,    . -          [8 - Haier Reaches Higher. Zhejiang Peoples Publishing House, 2008, p. 34.].

   1984             .            222000  . -           ,       .

  1985  Haier   ,     300   ,       .  Haier         .       ,          30,2      [9 -   (. listed company) ,   .    ,        -     ,    ,   .] (Qingdao Haier  Haier Electronics)    60000    .

      2016 ,  10  2017    Euromonitor International, ,  Haier  10,3%           ,      .






 12.  Haier          20092016 . : Euromonitor



  Haier       14  2012   Fortune China           ,          XXI .          ,  Fortune :       ,          -      [10 - FortuneChina. December 2012.].

  2015          Thinkers50[11 -  Thinkers50         -.   2001 ,    2011-.      .] Awards Gala.            ,      Thinkers50 Ranking,           ,    . Thinkers50 Awards      , , ,   ,      2011 ,   .

         .  Haier    .               Fortune       .     :     ?  ,        ,      ,    .      ,  ,    ,      .      ,                 .




      


  2012        Haier    .    2011     Haier,        ,       .      ,    .     Haier   ,   1984 .

         ,       1984 ,          .  ,     ,          .     ,      ,   ,   , ,   .

     ,           .     ,   ,    ,   ,  .     ,    - ,     .      ,        ,    .       ,       듻.

      ,          .     ,            .         ,       .           ,    -  .          ,    [12 - JianjunYan, YongHu. Haier: Made in China. Hainan Publishing House, 2001.].

   ,                    .

      ,    .          .

          .  ,     ,   -  .                    .     ,    .     ,      .

      .  ,        . ,  ,   ,             .    ,      .

          :        ,   ,    ,       Haier.

 [13 -           .]       ,       Toyota Motor Corporation.  ,       Toyota     ,      [14 - Liker J. The Toyota Way: 14 Management Principles from the Worlds Greatest Manufacturer / Trans. by Li Fangling. China Financial and Economic Publishing House, 2004.].

               Haier.         ,    .   Haier,        ,       .

   1984  2017       ,       .    (19841991)          (TQM)[15 - TQM (. Total Quality Management)   .].     (19921998)          (OEC)[16 - OEC (. Overall Every Control and Clear)         ,      .].    (19992005)         .   (20062012)       RenDanHeYi ( 1.0).    ( 2013    )      RenDanHeYi ( 2.0).




      : 19841991


          .           76  .   Haier               .


 ,  

-   1985   Haier      Ruixue. -             Ruixue.  ,     76    .            ,   ,    ,      ,    .     120  ,     Haier    .            .     .    :        ,      ,       .       76  ,         760  7600?     .

            .         .

          ?                Haier  ,    .

 ,  ,    ,  ,  ,           .  ,  ,  ,     .     ,   . ,      .  ,      Haier     .        ,   .

     Haier   ,         .      ,      ,      :      ,  .          ,               .

       :           ,     76         .          ,    .  ,   ,   [17 - JianjunYan, YongHu. Haier: Made in China].

  ,    ,      ,          .   ,       Haier      ,     TQM.


    ۻ

 1985    -            :  ,       .           .

,   ,      ,  .  ,   [18 - Yong Hu. The Wisdom of the First CEO in China. 2


ed. Zhejiang Peoples Publishing House, 2006.].

 1980-         ,      .      ,   ,     .

      ?

  ,        .      Haier     .        , ,  .       Haier    ,         .                         ,    .

     Haier.         ,       ,   ,     .         ,   ,       Liebherr,     .      Haier.             ,        .

    Haier  Liebherr       Qindao-Liebherr.           .           ,   Haier     .


   »

             .             .   ,  1980-    -           .       .          .   ,        .

 ,         .  Haier      . ,                   .          ,      .       ,     . :   - ,   ,    ?,       ?,    ,   ?,      ?,       ?,   - ,     ?.   .

         Haier   .              .  , ,        ,    .    Haier    ,     . ,           .               Haier.         .  ,  ,            ,    ,   ,      [19 - CollinsJ. C., PorrasJ.I. Built to Last: Successful Habits of Visionary Companies / Trans. by Yu Lijun. China CITIC Press, 2002. [   : ., .  .  ,  . .: ,   , 2014.]].

 1985  1991 ,      TQM,        . Haier   ,    ,       .         .

           .   Haier    ,     .  ,   Haier    ,     . ,   ,   .  :  ,              .        Haier,  ,    .       ,    ,  1000 .  ,    .   :    ?    ,     .     - ,       .   .        ,   Haier  .           ,     .

 1984  1991      TQM   ,    .    , Haier  TQM   ,           .  1987        ()  ,   Haier        ,        .

,  1988 ,  Haier                ,       .

 1990              ,   .

         Haier,    :  ,         .     ,      . Haier        .     , ,  ,     20  1991    Haier          ,   Haier    .




   OEC: 19921998


1992        .      ,     ,          ,          .    , Haier  800 [20 -      . 1 = 666,7] ( 53)            Haier,       .       Haier   ?


  - ,     

          .     ,    .   :      ,            .       .       [21 - Yong Hu. The Wisdom of the First CEO in China].

 ,    ,         .      ,     , ,    . ,    ,      . ,       .  1990       ..    Harvard Business Review  The Core Competence of the Corporation,     ,        ,       .    ,           ,    [22 - HamelG., PrahaladC.K. The Core Competence of the Corporation // HarvardBusinessReview. May issue, 1990.].

   Haier          ,       .           - ,     廠    .     ,   ,     ,  . ,      ,  .      ,       ,      .      ,     .

     - ,     ,  1984  1991  Haier    .  1991        ,   -10         300000     75  .      Haier    ,    ,  ,   ..              Haier          .   1997       ,       .


  ۻ

 1990-             .   Haier   ,   ,            .  1998  Haier  ,  18  ,           (. ),       (. )  .            .

     ,  .              .     ,  Haier    ,    ,       Haier,            .

     1995 ,   Qingdao Red Star Electric Appliance Co., Ltd.       Haier Group. Red Star Electric Appliance,   Haier,      .          , Red Star      700000     3500 .  Haier           ,   Red Star .    1995      15  ,    .       ?   Red Star      Haier,      .     , ,   ,  Red Star  ,        ,     .      Haier    ,     ,      Haier.       Red Star,       ,           .

 Red Star    Haier,  ,   - Haier Group,       ,           Red Star     .  Red Star      Haier  ,       ,   ,     .

         ?       ,      ,   ,   .   ,      ,           ( ),   .        .     Haier             .

Haier        Red Star,     Haier Washing Machine General Co., Ltd.        .      Red Star   225000  .      Haier Washing Machine     .   Red Star,  Haier          .

   1998             MBA     ,   Haier   ,       .               .  ,     ,       (   ),        (     ).             ,    .                   Haier[23 - YongHu. The Wisdom of the First CEO in China].


  ,  


   ѻ

             ,  ,      .          Haier,    OEC.

  OEC? O    (Overall), E   , ,   (Everyone, Everything, Everyday),  C       (Control and Clear). OEC :      ,      .  ,   ,      .    OEC  :  ,   ,       ,      .

    Haier (19841991)    TQM         ,     . -             .  OEC,    ,    ,   .

   ,   .   ,    ,    ,    ,     [24 - BossidyL. etal. Execution: The Discipline of Getting Things Done / Trans. by LiuXiangya et al. China Machine Press, 2011. [   : ., . .   . .:  , 2019.]].     ,     . Haier ,    ,     .  OEC     -   .    ,    ,        .    ,        ,     ,   ,      ,     .

    .               . ,      ,  ,  .  ,  OEC    .            E (,    ),         .  , ,      .     ,    OEC        .

        OEC      .  ,        ,     .      ,             .          [25 - ImaiMasaaki. Kaizen: The Key to Japans Competitive Success / Trans. by Zhou Liang and Zhan Fengmei. China Machine Press, 2010. [   : . .     . .:  , 2019.]].

 Haier      .  ,         1%  ,  ,        .           .       ,     .      ,               .

    .        ,     ,    .  Haier ,           .             ,     ,   .  ,          ,     .       OEC    ,          .       [26 - Yong Hu. The Wisdom of the First CEO in China. 2


ed. Zhejiang Peoples Publishing House, 2006.]




  .


   .

   ,     (https://www.litres.ru/cao-yanfen-19809485/filosofiya-haier-pererozhdenie-2-0/)  .

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notes








1


Ming-Jer Chen. Inside Chinese Business: A Guide for Managers Worldwide. Harvard Business Review Press, 2003.   ,     , . .




2


  (  Ȼ)      ,   700   ..




3


  (18851968)  ,     ,    .




4


  ( )     ,    - ;  VIII   ..




5


DruckerP. Innovation and Entrepreneurship / Trans. by Cai Wenyan. China Machine Press, 2009. [   :  .   . .: , 2007.]




6


  (. contract theory)    ,         ( )  .




7


  (. 1954)  ,     Strategos (, ),    ( , ).




8


Haier Reaches Higher. Zhejiang Peoples Publishing House, 2008, p. 34.




9


  (. listed company) ,   .    ,        -     ,    ,   .




10


FortuneChina. December 2012.




11


 Thinkers50         -.   2001 ,    2011-.      .




12


JianjunYan, YongHu. Haier: Made in China. Hainan Publishing House, 2001.




13


          .




14


Liker J. The Toyota Way: 14 Management Principles from the Worlds Greatest Manufacturer / Trans. by Li Fangling. China Financial and Economic Publishing House, 2004.




15


TQM (. Total Quality Management)   .




16


OEC (. Overall Every Control and Clear)         ,      .




17


JianjunYan, YongHu. Haier: Made in China




18


Yong Hu. The Wisdom of the First CEO in China. 2


ed. Zhejiang Peoples Publishing House, 2006.




19


CollinsJ. C., PorrasJ.I. Built to Last: Successful Habits of Visionary Companies / Trans. by Yu Lijun. China CITIC Press, 2002. [   : ., .  .  ,  . .: ,   , 2014.]




20


     . 1 = 666,7




21


Yong Hu. The Wisdom of the First CEO in China




22


HamelG., PrahaladC.K. The Core Competence of the Corporation // HarvardBusinessReview. May issue, 1990.




23


YongHu. The Wisdom of the First CEO in China




24


BossidyL. etal. Execution: The Discipline of Getting Things Done / Trans. by LiuXiangya et al. China Machine Press, 2011. [   : ., . .   . .:  , 2019.]




25


ImaiMasaaki. Kaizen: The Key to Japans Competitive Success / Trans. by Zhou Liang and Zhan Fengmei. China Machine Press, 2010. [   : . .     . .:  , 2019.]




26


Yong Hu. The Wisdom of the First CEO in China. 2


ed. Zhejiang Peoples Publishing House, 2006.


