HAIER's R&D TEAM by E. H. Edersheim

“Employee engagement is palpable every place inside Haier.

The head of R&D, a 32-year-old with spiked hair, Mr. Pu was speaking with the enthusiasm and passion of an entrepreneur as he described how everyone on his staff was spending nights in the homes of potential rural customers and learning their issues and watching their habits.

There is a stimulus package in China encouraging appliance purchase for rural homes. Only about 20% of which have appliances to date. This is a great opportunity for the leading appliance player in China. As I listened to the young man describe Haier’s new products, I could only describe him as wildly excited, genuinely thrilled, and anxious to watch our reactions.

‘Research isn’t just about making things beautiful; it’s also about making things work beautifully and fit with people’s lives,’ he said. Clearly designing Haier products makes him happy.

R&D, working with sales, had the authority and the responsibility for designing products that would fit the customers’ needs. The Haier team had designed a washing machine that was mouse-proof—and could accommodate washing boots too—but in separate loads. They designed a refrigerator that was tailored to the space available and the specific food needs of the rural families.

Gallup estimates that on average, about 34% of employees in any of the global Fortune 1000 enterprise are engaged. As we estimated it at Haier, it is in excess of 80%. A true benchmark of excellence.”