Haier's fission: a sample of 200 billion company startups!

Haier is not just a household appliance company.

In a single, small and micro business, people continue to inspire the dynamism of innovation. Haier is transforming into a large platform that not only incubates products but also creates customers. As a result, Haier's tentacles have gone from smart home appliances to scene business to industrial chain finance.

On May 11, the reporter walked into the Haier Group's headquarters in Qingdao and listened to the stories of Haier's small and micro enterprises and founders. Facing the opportunities in the era of the Internet of Things, Haier adopted the “small micro + platform” model and provided a sample of large companies with annual revenues exceeding 200 billion yuan in size.

Small and micro enterprises "self-driven"

In August 2015, Haier launched a self-cleaning air-conditioner to solve the pain points of users who remove air-conditioner evaporator dirt. In March 2016, Haier established a self-cleaning air conditioning system. Through the internal "robbery" competition, Zhang Peng has become Haier's self-cleaning micro-small "micro-master."

There are eight people in Zhang Peng's small and micro-diversity, including six full-time employees, and the other two are “interfaces” who respectively connect Haier’s supply chain system and quality system to achieve research, production, and sales. In the micro-chamber, Zhang Peng has decision-making power, human rights, and distribution rights.

Haier's self-cleaning air conditioner continues to iterate rapidly due to its focus on market segments. First, the intelligent networking function was added; then, self-cleaning from the indoor unit to the outdoor unit was also self-cleaning. So far, intelligent self-cleaning air conditioners have accumulated sales of 4 million units, which is expected to double this year.

Zhang Peng’s annual income also increased. On the one hand, the wages of small and micro-owners are higher, and on the other hand, they come from ultra-profit sharing. He and Haier have signed a performance “gambling” agreement, and profits exceeding the target can be shared.

In addition to power, he has pressure. The small micro-job position is dynamic. "Purchasing a single" when the competition, if the performance target reported low, Zhang Peng can not be a minor owner. After the small and micro master, if the goal is not reached in the first quarter, Zhang Peng will enter the “warning pool” and the second quarter will not be completed and enter the “reduction pool,” if it still cannot be improved, it will be followed by another. People to grab a single.

Therefore, Haier’s goal of “snipping up singles” will not be low, because several people grab singles at the same time, together with the “ultra-profit sharing” incentive mechanism, allowing “little micro” to achieve “self-driven”—the goal is not to be issued by the leadership. However, they set their own.

In Haier, leadership is not called "leadership." Instead, it is called "platform leader." There are two main tasks. The first is to determine the mechanism to fully mobilize the enthusiasm of the small and micro-entrepreneurs; the second is to provide resources to the platform after small and micro-masters understand the needs of users. Help, such as contacting external R&D resources.

Haier's employees only have three types of people, platform owners, small micro masters and creators, and each employee is a maker. The platform owner is relative. Qingdao Haier (600690.SH), the air conditioning, refrigerators, washing machines, kitchen appliances and other plates are different small micro, these plates itself is a small platform.

After the transition to platform-based enterprises, Haier has “cut off” the middle layer of 10,000 people, which forces all employees to face users and create added value. Without value-added, there is no high-risk sharing. This is the same for Zhang Peng’s team members and Zhang Peng. The user value is "single" (order), and the employees including the platform owner, micro-master and creator are "people". The employees create value for the user and share the user value created by them. This is called "personal list" in Haier. Oneness."

Create user "community ecology"

Haier Group's large platform, Qingdao Haier, Haier Electronics, Haier Financial Control three sub-platforms. Qingdao Haier is committed to building smart homes and turning home appliances into "nets." Haier Electric Co., Ltd. focuses on building community ecology and business development scenes.

Just as Haier's air-conditioning business "splits" from clean micro-micro, Haier Electric (001169.HK)'s "Sunshine logistics" in recent years, "split" out of the health water station, car micro and other new small and micro enterprises.

The rural health water station is a “day and day communicator network,” Xiaoxiao Jian Xiaojian said. After discovering the potential demand for drinking clean water in rural areas, it has sold 20,000 yuan of water purification equipment to some villages, but the effect is not it is good. Afterwards, she changed to cooperate with the county government and sent the water purification equipment to the local villages for free. Each village recommended a “Little Shunguan” to take care of the water station.

One dollar to buy 7.5 liters of fresh water, for villagers, you can drink cheap clean water. Half of Haier’s revenue from selling water was used to make up for equipment; the other half was owned by Xiaoshun’s steward, who was responsible for the cost of utilities. Ji Xiaojian estimates that a village is generally one to two hundred households. If half of the farmers run water cards, then they can return to this in two or three years.

This type of government, villagers, and enterprises have won a win-win situation. To date, the Japan-Japan-Shunyi Internet has signed cooperation agreements with 73 counties in seven or eight provinces such as Shandong, Henan and Hebei, covering more than 7,000 villages; it plans to cover 200,000 villages nationwide within 3 to 5 years.

In addition to selling water, Ji Xiaojian said that they also have advertising and commission income. Water tanks on both sides can be turned into advertising space. Due to deeper rural areas and the establishment of a social circle of villagers with the help of small Shunshuiguan, the water station has become a platform for commodities to the countryside. In terms of daily chemicals, chemical fertilizers, and white spirits, Japan-Japan CIS Network has cooperated with Procter & Gamble, Stanley, and Jinliufu respectively.

Small water station connected with big business. Small Shunshun is also a double income, one is the distribution of selling water; the second is the commission for selling goods. They use App to monitor water quality, sell water, and replace filter cartridges in real time. They are connected to Haier’s “ShunWan” micro shop, which sells Haier’s home appliance products; while Procter & Gamble, Stanley, and Jinliufu’s products are generally physical items. Like, face to face sales.

At present, the "Japan-Japan CIS Network" has a valuation of 850 million yuan, completed A round, B round of financing, a total of 100 million yuan in social investment, the end of the year will go to the C round, Xiao Wei members spend 5 million yuan, 10% stake .

Similarly, Xiao Wei is also doing scene business. It was originally the last kilometer delivery service of Japan-Japan Shun Logistics, and it began to serve Haier household appliances only. Later, it provided services to the community. In 2013, Ali took shares in Japan and Japan, and received a large number of large-scale electric appliances from Tmall. Orders, and extending from home appliance delivery to furniture delivery; the next step, to become the diversion entrance of mobile e-commerce.

Yuan Jia is a small micro-master of the car. He said that there are 90,000 cars under the car, each car is a small micro, there are two service soldiers including the driver. The vehicle is based on the workload and user evaluation, and the servicemen are charged daily.

In addition to receiving distribution and installation revenues, service soldiers can also obtain the distribution of mobile electricity supplier diversions. The App Grabber App is also linked with Haier’s “ShunWan” micro-shop mall, Water Station Mall, and Roca Mall, so it can recommend home appliances, mahjong tables, etc. Goods, and get commissions. Last year, the car was slightly "sweeping" and the micro store diverted $100 million in sales.

There are 9 small micros under the Japan-Sunshine Logistics. The health water station builds the community ecology of the rural areas, the express delivery counters construct the community ecology of the city, and the small vehicles send goods and services to millions of households. They are all turning users into communities, excavating needs from the community, and creating a business ecosystem of scenes.

As of the end of 2016, there were more than 200 small businesses, more than 3,800 nodes and micro-mills and millions of micro-stores on the Haier platform, with more than 100 small and micro-year revenues exceeding 100 million yuan, and 41 small and micro-introduction ventures. 16 small micro-evaluations of hundreds of millions. Due to the removal of the middle tier, Haier’s registered staff was reduced by 45% from the peak, but the employment opportunities for the society exceeded 1.6 million.

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