HAIER by E.H. Edersheim

“The Customer Centric orientation inside Haier is everyplace. For example, in late 2006, a new consumer challenge faced Haier. The government launched a stimulus package incenting rural consumers to buy major appliances.

This is a great opportunity for the leading appliance player in China. The challenges for Haier included reaching and service the consumer in rural areas.

Yunjie Zhou, head of sales, was responsible for coordinating the development of a delivery and retail system to service the rural areas that identifies the best quality retailer in every community and then groups them together into a network that is serviced by contracting local shops to take care of sales and breakdowns. Haier is reaching every consumer in every corner of China with a very engaged group of employees and associates.

Interestingly, when we were visiting a village store, and I asked about what the KPIs [Key Performance Indicators] were. Without a translator, the store manager began spouting off the store’s KPIs with pride. Everyone was making a difference and acting like an entrepreneur.”