The release of the white paper not only provides an example for eco-brand standards in the Internet of Things era, but also provides an "introductory guide" for enterprises to quickly enter the Internet of Things ecology, creating "infinite possibilities" for the future of eco-brands.
In the era of change, brand wars have escalated.
In the traditional industrial era, the main responsibility of enterprises is to manufacture products and provide services, and then sell them to customers through offline channels. On the basis of the seller's market, as long as the products are produced, there is basically no shortage of buyers, and even some products become explosions as soon as they are listed, which are sought after by the market and consumers.
Unfortunately, with the advent and outbreak of the information technology revolution, the Internet has made real-time large-scale online connection a reality or even a normalization, the traditional business model has been broken, and a new economic form-platform model has emerged.
Under the platform model, enterprises have formed a preliminary online interconnection, but with the passage of time, platform brands inevitably move towards homogenization and gradually embark on the old road of price war. The cruel fact is that the platform brand has also become a red sea that has been killed in full swing.
In the era of Internet of Things, if enterprises want to get rid of this zero-sum game relationship, they must further break down the barriers of industries and categories and jointly promote a new brand model of dynamic multilateral cooperation-eco-brand. This will also become another brand development and evolution after the product brand in the industrial production era and the platform brand in the Internet era.
The integration of people and individuals is the "meta-technology" of enterprise innovation.
In the global competition in the Internet of Things era, it is not enough for enterprises to make continuous innovation in technology and products, but also to build unique differentiated advantages for themselves through organizational innovation.
As Dr. james moore, a forward-looking management scientist and author of The Decline of Competition: Leadership and Strategy of Business Times, said: The global economy needs a new development model, which is not scientific and technological innovation, but "meta-technology". This "meta-technology" is a macro organizational innovation and business ecosystem.
For Haier, the core of "meta-technology" is the mode of "one person and one person in one". In essence, it is to integrate the value created by everyone with the shared value, so that the enterprise can be platformized, the employees can be customized and the users can be personalized. Through this model, Haier has changed from a traditional, closed bureaucratic system to an open entrepreneurial platform, and truly realized "self-organization, self-driving, self-appreciation and self-evolution", and continued to move forward on the road of exploring the ecological brand of the Internet of Things.
Zhang Ruimin, Chairman and CEO of Haier Group, once said, "In the Internet of Things era, enterprises should no longer be walled gardens, but tropical rainforests. The rainforest will not die, because it is an ecosystem that can breed new species and live forever. " Today's Haier is such a new species. The eco-brand standard of the Internet of Things describes the borderless and open "tropical rain forest" created by Haier.
In this rainforest, Haier has bred a series of new species with eco-brands, such as Haier Zhijia, kaos, Haichuanghui, gooday, Yingkang Yisheng and Hainayun, with 4 listed companies, 5 unicorn enterprises and 23 gazelle enterprises.
Exploring and innovating, China enterprises lead the world brands.
In 20 19, Kaidu first established the category of "Internet of Things Ecology" in the list of "BrandZ 100 Most Valuable Global Brands". Haier is the first and only eco-brand of the Internet of Things that has entered the top 100 in history. In 2020, Haier was listed again, becoming the only "Internet of Things Ecology" brand that won the BrandZ list for two consecutive years.
With the release of the white paper, the importance and demonstration of the mode of "one person in one" have been reaffirmed. This also means that a brand-new ecosystem dominated by China enterprises is about to take shape.
It can be said that in this change, Haier has gained a leading edge. In the coming Internet of Things era, Haier Group will continue to break through innovation, share the "one person, one person" management model full of oriental wisdom to the whole world, and make China brand more brilliant on the world stage.