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Haier Group is the number one major appliances brand globally. They are a leader in the industry with major appliances, small appliances and consumer electronics. Recently in 2015, Haier continued their role as a leader at the IFA (Internationale Funkausstellung aka International radio exhibition, Germany’s oldest industry trade show) in Berlin by impressing industry watchers and attendees, as well as, winning two technological awards from the IDG (International Data Group). Haier has also received a Silver Stevie® Award (2012) for consumer products, durables category. These awards are celebrated within the industry for innovation and quality to promote trust.
Haier had early incarnations as a refrigerator manufacturer during the 1920s in Qingdao, China to supply the domestic market. During the cultural revolution around last mid-century in China, this refrigerator factor fell under state control. Haier’s brand name originated from a collaboration with Liebherr during the 1980s (Qingdao-Liebherr) and in 1984 was rebranded as simply Haier.
The success with Haier originated with the Chairman and CEO, Zhang Ruimin, whom revived the company from a structural and financial demise during the 1980s. During the time, Zhang was a government employed assistant city-manager responsible for managing city-owned appliance companies. Zhang was appointed to the Haier factory during that time when a customer sought Zhang for a replacement on a defective refrigerator. Upon looking for a replacement in the 400 refrigerator inventory, Zhang discovered that 20 percent of the refrigerators were faulty. Zhang lined up all 76 defective refrigerators and demanded the factory workers destroy them. The lesson was insistent on setting an example of striving for and maintaining quality. Haier has reveled in prosperity ever since.