"Enter for new line does not need to be translated, return as is, all other Chinese should be translated into English: Virtue prevails in the world Enterprise ethics and moral business operation principles"

Author: Duan Chao
Publisher:
Publish Date: 2006-07-01
Features: Haier's "Sincerity Forever" – How a Company Built by Zhang Ruimin with a Hammer Achieved Its Current Success? The reason is simple. No company doesn’t understand the importance of integrity in establishing and growing its business, but the differences in practice are significant. Haier has set a successful example for us. Haier has a very famous slogan: "Sincerity Forever." Haier CEO Zhang Ruimin explained: "For a company to sustain its operations, it must first gain social and customer recognition. Only when a company remains sincere to its customers forever can it receive the rewards of customers and society, ensuring its continued growth."
"Customers are always right," Zhang Ruimin said. "No matter when, where, or what problem occurs, the party at fault can never be the customer but always the manufacturer, regardless of the surface appearance of the situation."
A farmer wrote to say his refrigerator was broken. Haier immediately sent someone to the customer’s home, along with a new refrigerator. After traveling over 200 kilometers, they found that the problem was simply that the thermostat wasn’t turned on. Once they adjusted it, everything worked fine. However, Haier’s management reflected seriously: they could not blame the customer. Haier must meet the needs of everyone and ensure that the instructions are written in a way that everyone can understand.
In the summer of 1994, the Qingdao Evening News published a report condemning a taxi driver who had taken away a customer’s Haier air conditioner. After learning about this, Haier sent the customer a new air conditioner. This story became news again, and public opinion praised Haier for its helpfulness. But Haier people believed that the true responsibility lay with the company. If they had delivered the air conditioner directly to the customer’s home, this problem would never have occurred. This led to the development of Haier’s "No Moving Service."
Haier was one of the early companies in China to emphasize service and took it to an extreme. Although many home appliance manufacturers tried to learn from Haier’s service approach, they never succeeded in doing it as well, as beautifully, or as convincingly. The main reason is that the superficial aspects of service are easy to imitate: naming a service initiative, such as "Red Carpet Service," and introducing more measures. But the deeper aspects are much harder to learn—such as the spirit and quality of Haier people, their strong sense of execution, the long-term influence of Haier’s culture, and Zhang Ruimin’s strict management style and service philosophy. It is these combined factors that have built Haier’s strong competitive advantage in service. It is also this internal "virtue" that supports the core value of the Haier brand, the premium image of its high-quality, high-priced products, and under the backdrop of Haier’s excellent service, "Sincerity Forever" appears so confident and moving. P4-5