Zhang again, he's rethinking the Internet.

The 65-year-old Haier Group Soul character Zhang again, is his reconsideration of the Internet.

Recently, he pointed out in Haier's Internet innovation conference, the Internet thinking is 0 distance, networked thinking, in the Internet era, enterprises once the balance of static can only wait to die. His conclusion is that Haier has to do the ecological circle of parallel platforms, breaking the boundaries of the internal and external parts of the enterprise.

In fact, the internet anxiety of Haier and Zhang is already there. With the current revenue of more than billion, staff-intensive beauty, gree and other household electrical appliances enterprises, Haier is experiencing the most serious changes and challenges in history, especially in the last two or three years, Haier internal around the internet brought about by the user experience changes, a series of responses and adjustments.

For example, Haier set up a smart family of Beijing Innovation Center, by the listed company Qingdao Haier (600690) Chairman Haishan Charge, in two years, a large number from Baidu, Tencent, 360 and other companies of talent, Haier will become the future of new research and development, product shape, marketing and other decision-making center of the ring. The team, which consists of many internet people, has been docking with Haier's product lines almost every week from Beijing to Qingdao.

According to Tencent Science and technology, Haier has formed a set of unwritten rules, Haier air-conditioning, kitchen electricity and other business department responsible for rotating with the team, weekly to Haier Senior report this week in product promotion, marketing and other user interaction. "For example, how many micro-groups have been built, and what are the successful cases of interacting with users on third party platforms?" "An insider from Haier said to Tencent technology.

Haier currently has more than 80,000 employees divided into more than 2000 independent operators, they want to undertake the first quadrant is the user's interactive data. Haier requires that more than 2000 independent operators have their own users, otherwise there is no significance.

This change is about not just how to create new profits, but also the flattening of Haier's organizational structure. In the past, Haier's marketing structure is hierarchical management system, from the country to the provinces, cities and counties. But in recent years, Haier has abolished the hierarchy, for example, the team responsible for all the operations of a county only 7 people, they have decision-making power, distribution rights, employment rights.

Within Haier's view, there are multiple teams within Haier, more like a small micro company. The business is managed by these teams and then forms the ecological circle of the self-meridian parallel platform under the platform organization.

"These small micro-companies once mature, do not rule out the Haier consider to separate them out." "A person in the industry said to Tencent Technology.

Home appliance market faces a cold spell to change and push users to the center

Haier is a cover of color TV, refrigerators, washing machines, air-conditioning, water heaters and other diversified home appliances companies, including refrigerators, washing machines, water heaters in the Chinese market for many years to maintain the city accounted for the first.

The size of the market determines the revenues and profits of hardware manufacturing companies, but a new set of data suggests that in 2014 the Chinese home appliance market, driven by policy dividends, will suffer a cold spell. In 2014, refrigerator sales fell 2% from a year earlier, washing machine sales fell 1.8% year-on-year, according to a forecast by the Chinese culture of Yi Kang. Subject to the impact of market demand overdraft, 2014 color TV market sales will decline by 1.9%.

In the home appliances to the countryside, the old for new, energy-saving and other policies in the past few years after the release of consumer demand for household appliances began to enter a downturn. Although in the last three years, the intelligence, the Internet and other words began to be in the home appliance product hot, but did not have the obvious pulling effect to the overall market.

At the same time, a round to music, millet as the representative of the hardware depends on the content to make money, relying on the marketing of fans to promote product sales of Internet marketing methods quickly subvert the home appliance industry.

When the home appliance product is connected with the Internet, the traditional appliance Enterprise Single product sale has lost the competitive power. Haier's vision is to each home appliance into a "think" of intelligent terminals, to achieve human and home appliances, home appliances and home appliances interconnection between the exchange. "Haier must do the platform, that is, the ecological circle." "Zhang gave an annotation to the transition of Haier to the Internet in his foreign speech.

How to interact with users through the form of the Internet is not the best thing for a traditional enterprise, but Haier must do it. Zhang realizes that Haier's Internet transition needs to be linked to every employee.

Haier has been in the internal implementation of the single and one common profit model. "The enterprise assets into the liabilities of each employee, employees from the free possession of assets into a paid debt drive value-added." Zhang at the 73rd annual meeting of the American Institute of Management (AOM). For example, you are scheduled to sell 2 million units a year, and these 2 million units become personal liabilities. If it fails to do so, the remaining assets are personally responsible. Conversely, if you exceed the average profit of the enterprise, the employee and the enterprise are divided into profit.

This mechanism also drives Haier's employees to make the most of the user-centric to create higher profits.

Do not produce products without interactive platform, user experience

At present, Haier in the internal implementation of zero inventory mechanism, the user's needs and orders to determine the number of production. It is reported that the Haier production line nearly 20% of the products already know which users in the purchase.

and Haier plans to 2014 platform-type Internet products to reach more than 10 categories. This product form allows the company to see the strategic direction of Haier more clearly, not only the introduction of a single intelligent or Internet home appliances products, and finally build a family-centric ecosystem.

Zhang in the Internet Innovation Conference said: The future, Haier to do is, no value interactive platform transactions should not exist, no user-wide process of the best experience products should not be produced.

"Haier's air box is Haier's smart family." The team of Beijing Innovation Center builds the user circle, understands the user behavior, builds the user circle product. said the person. Air box aimed at the micro-letter group, defined as a family information center, as long as it and other air-conditioning, purifier and other appliances in the same network environment, can achieve network linkage, air box will detect air pollution data feedback to the air purifier, the latter automatically cleared.

Home appliance enterprises are using internet marketing and large data resources to extend the vitality of products, to find enterprises in the Internet era of the core competitiveness, but more like a long-term campaign. Skyworth Group President Yang Dongwen was interviewed by Tencent Science and technology, for the bulk of the manufacturing industry, the direction of the bow to turn, how large the angle? A mistake can cause trouble.

Haier, the representative of the home appliance companies, to the internet to how long it will be effective at present is still unknown. "There is no change in corporate profits, but the capital markets need this pace." "Minsheng Securities, a researcher, said more traditional home appliances companies announced cross-border cooperation with internet companies, at least to underestimate the traditional home appliance companies in the stock market into a strong injection.

"Haier transition to the Internet" strategic adjustment timeline

January 16, Haier CEO Zhang in Haier's year-end meeting, through the "run-off mobile terminal", "Great Prosperity", "Runaway" three book interpretation, the future of Haier's Internet transformation direction.

January 20, Haier and Gome (micro-bo) online to achieve strategic cooperation, the two sides will be in data interchange, product customization, logistics and other aspects of cooperation, which also reflects Haier's determination to embrace the Internet.

January 21, Haier said the future will no longer put hard ads to the magazine, to the new media ads.