Why is Haier always sincere?

Haier has a famous advertising slogan called "Sincerity forever".

Zhang Ruimin, president of Haier, explained that if an enterprise wants to continue to operate, it must first be recognized by the society and users. Enterprises are always sincere to users, and only when users and society return to enterprises can the development of enterprises be guaranteed.

"The customer is always right," Zhang Ruimin said. "No matter what happens at any time, any place or any problem, the wrong party can only be the manufacturer, and it will never be the customer, no matter whether it seems to be the customer's fault."

A farmer wrote that his refrigerator was broken. Haier immediately sent someone to handle it, with a new refrigerator. I drove more than 200 kilometers to my client's house. As soon as I checked that the thermostat was not turned on, everything was fine when I turned it on. Haier management seriously reflected on this: customers must not be blamed, Haier must meet everyone's needs, and the instructions must be written so that everyone can understand.

1in the summer of 994, Qingdao Evening News published a report condemning a taxi driver in this city for taking away Haier air conditioners bought by customers. After learning the news, Haier sent an air conditioner to the customer. This news once again became news, and public opinion unanimously praised Haier for helping others. But Haier people believe that the real responsibility for this matter lies with the enterprise. If we send the air conditioner directly to the customer's home, there will be no such problem. Therefore, Haier plans to launch a move-free service.

Haier invested and established its own maintenance service system, and their marketing concept is: service is to buy products from users. As we all know, after-sales service does not generate profits, but requires enterprises to invest a lot of money, manpower and material resources. Therefore, many enterprises regard after-sales service as a burden, and most of them borrow other people's network agency services. However, Haier is worried that it will be difficult to meet Haier's quality and service requirements if it relies on other people's networks. More importantly, Haier will lose an important channel to communicate with users and understand demand information. Haier believes that the essence of marketing is not selling, but buying. Haier spends money to buy user information.

When service is regarded as the key link of enterprise development strategy, this kind of service becomes a conscious, active and conscious behavior. Because the market is always changing, if we only meet the emerging needs, we can only follow the market; If we can find the potential demand, it will become market-oriented.

The off-season of washing machine sales is May-August every year. Why do you change clothes frequently in summer and buy less washing machines? Customers report that it is not that washing machines are not needed in summer, but because the washing machines on the market have a large capacity, generally about 5 kilograms, and there are few clothes in summer, which is inconvenient to use. To this end, Haier has developed a small washing machine of 1.5 kg, which is not only very popular in the domestic off-season market, but also exported in large quantities.

A customer in Sichuan complained that Haier's washing machine was of poor quality and the water outlet was often blocked. After understanding, the reason is that he often washes sweet potatoes with a washing machine. Technicians find this information ridiculous. How to wash sweet potatoes in the washing machine? But Haier believes that this is a very valuable information, indicating that customers have this demand. Later, Haier introduced a washing machine, which can wash clothes as well as sweet potatoes.

There is also a story praised by the industry as "a little regret of users, which triggered the air-conditioning service revolution". An interior decoration designer specially chose Haier duct-type household central air conditioner when decorating, and reserved two air outlets according to his own experience. It was found that the air outlet of the air conditioner was different from the reserved position during installation, and the decoration left a little regret. The news reached Haier's commercial air conditioning department, and they immediately sent professional designers and installers to repair the original design until the users were completely satisfied. Shortly afterwards, Haier Group held a press conference, and after opening the central air-conditioning user school, it launched the service mode of air-conditioning professional designers.

These actions not only make Haier win the trust of users, but also make them win a bigger market.

Being "sincere" to users means maintaining an honest and awe-inspiring attitude towards users. We regard users as gods and parents, so we think of them everywhere, serve them, change our hearts and win our hearts with sincerity. This is a philosophy of retreating for progress, and it is also the best psychological state of development.