Low-key pragmatic Haier helmsman Zhou Yunjie was Lei Jun brought fire, recently the two men’s same frame shots were taken out by netizens to tease, and was made into an emoticon packet on the Internet screen, Lei Jun is appreciated party, Zhou Yunjie has become a foil to the green leaf. However, as the helmsman of the 100 billion dollar home appliance giant, Zhou Yunjie’s emotional quotient is extremely high, in the face of the remarks that his height is shorter than the onion, he responded wittily He is right! I’m happy to endorse the Shandong onion.
Author Yi Xie Editor Wu Yue
Image Source Visual China
Highly Emotional Response to All Kinds of Flirting
The first reaction to Mr. Zhou’s popularity is that this is really a heavenly flow, and we are all quite happy for the company. On March 10, Haier employee Nan Huan excitedly told the financial world.
Nan Huan in the mouth of Mr. Zhou, is the Haier Group Chairman of the Board of Directors Chief Executive Officer Zhou Yunjie. To her surprise, usually low-key boss, will be such a dramatic way to debut, become the focus of the whole network.
A few days ago, in the two sessions on behalf of the channel, the camera captured Zhou Yunjie and millet founder Lei Jun in the same frame, when reporters shouted Lei good state really good, bring their own flow of Lei Jun, greeting with a smile. Zhou Yunjie beside him, a slightly restrained look, was made into emoticons by netizens spread out in flames.
Some netizens flirted with the idea of a hee hee, a not hee hee Mr. Zhou Everyone will not think that I am the vice president of millet Mr. Zhou Mr. Zhou A lot of people ah Haier boss’s heart is colder than the Haier refrigerator . Seeing the netizens flirting, Haier tightly grasped the flow, the staff went out en masse, you a vote I a direct send Mr. Zhou out of the road.
Mr. Zhou is so low-key, we can’t let him be left out in the cold! Our old boss is guarded by us. Haier employees down the field, from a variety of emoticons to short videos, from paragraphs to long articles, comprehensive arrangements on, let Zhou Yunjie fire out of the circle.
Nan Huan is also one of them. At that time, it was a real heartache for Mr. Zhou, who was very pragmatic and low-key. She often saw Zhou Yunjie alone with a small notebook, to the Haier Board of Directors building meeting. Plainly dressed, hurried pace, although the look is more serious, but does not give a strong sense of distance. When you meet on the elevator, he will also take the initiative to help you press the elevator.
Also for this reason, Nan Huan left messages everywhere Mr. Zhou is handsome and unusual , liked and collected a lot of related posts. As if overnight, all the Haier account, active like a bunch of fake numbers . Haier’s new media team quickly followed up by releasing relevant content through the official account, further amplifying the spontaneous behavior of employees. They released topics such as General Zhou Emoticon Pack Contest Fighting Fake Zhou Yunjie, and united more than 30 blue V accounts to collectively play terriers.
Finance and Economics World found that some Haier media accounts that don’t update much also bubble frequently, shaking the flag for Zhou Yunjie, and at the same time, frantically favoring their own products. Haier’s official account even launched the same refrigerator as Mr. Zhou. In such a lively atmosphere, the performance of the main character Zhou Yunjie exceeded everyone’s expectations.
Zhou Yunjie rare in the circle of friends text response said, on the netizen’s all kinds of flirtation, I gladly accept a lot of netizen’s comments, very imaginative, I was also amused . Haier employees confirmed that this circle of friends for the boss himself. From the words can be seen, he is not only humorous, sober, but also sincere, high IQ, content.
In the face of netizens Lei Jun tall and handsome, Haier boss is not as tall as the onion of the flirtation, he accepted the first financial interview witty response He said right! I am very happy for Shandong onion endorsement, and to Shandong fruits and vegetables with the goods, emphasizing that not only he did not Shandong onion high, in fact, many people are shorter than Shandong onion, 2024 Shandong onion onion king’s height of 2 68 meters.
In response to Zhou Yunjie’s popularity, senior home appliance analyst Liu Buchen told Finance and Economics World Everyone is a self media, Lei military popularity, the support of their own staff, Zhou Yunjie’s own performance is also very plus points.
Finally to create a personal IP
In the face of the popularity of their own boss, Nan Huan and colleagues happy point there is another We all hope that Haier as soon as possible to the transformation of Internet marketing.
After all, peer Dong Mingzhu, chairman of Gree Electric Appliances, can frequently land on the CCTV prime time slot after constantly strengthening her personal IP. Netroots entrepreneur Lei Jun is needless to say, every move, every word can bring goods to their own products, saving countless advertising costs. Haier’s branding department had also suggested that Zhou Yunjie should build an IP, but he refused at that time.
As for the reasons for not doing personal IP, Zhou Yunjie explained to China Entrepreneur in June last year, to create entrepreneurs personal IP, and ultimately must return to the products and services, to create the best experience for the user, otherwise, entrepreneurs personal IP may become a gimmick. He hopes that each employee can become their own spokesman for the products they design and users directly advocate.
Now, after the fire out of the circle, Zhou Yunjie, who does not want to create a personal IP, has changed his mind. He responded In order to better interact with netizens at zero distance, has planned to open a new media account in late March and early April.
However, unlike Lei Jun’s relaxed, Zhou Yunjie in front of the camera is restrained, labeled by the netizens of the i people, graduated from Huazhong University of Science and Technology, he is a typical science and technology man, now finally want to create a personal IP, but also means that he has to make a big change.
In Liu Buchen’s opinion, with Zhou Yunjie’s explosion out of the circle, Haier to build the second generation of successor’s personal IP at the right time, Zhou Yunjie has the core elements of entrepreneurial IP, such as leadership, strategic vision, innovation, public image, etc. .
In addition to Zhou Yunjie, Haier has entrepreneurial IP, that is, the founder Zhang Ruimin. In Liu Buchen’s opinion, Zhang Ruimin is a great person to be praised in the history of Chinese home appliances.
In Zhang Ruimin to hammer the refrigerator as a starting point for the rule, was founded in 1984, Haier, from a deep loss of endangered factories neutralized the quality of the signboard, and in the turbulent times between the waves of the growth of step by step into a well-known home appliance giants.
However, as Zhang Ruimin grew old, who could be his successor became the focus of attention. Finally, after years of assessment, Zhang Ruimin in November 2021 officially handed over the position to Zhou Yunjie, who assumed the position of Chairman of the Board of Directors of the Haier Group, began to helm the home appliance giant.
In the view of a number of industry insiders, Zhang Ruimin chose Zhou Yunjie’s core reason is that he is Zhang Ruimin’s personal intentions The idea of enterprise management strategy, can understand more thoroughly Implemented more in place. A senior industry insiders to financial world added, like Ali CEO Wu Yongming of Ali founder Jack Ma.
Succession of more than three years, Zhou Yunjie also did a lot of things He promoted Haier from the traditional manufacturing industry to the transformation of ecological enterprises, is committed to creating an ecosystem covering a smart home, health, industrial Internet and other areas.
Zhou Yunjie not only understands Zhang Ruimin’s management philosophy, but also continues to explore and improve these concepts in practice. Liu Buchen believes.
To date, Zhou Yunjie gave Zhang Ruimin a satisfactory answer 2024 global revenue of 401.6 billion yuan, an increase of about 70 billion yuan over 2021 when he took over, with a compound annual growth rate of more than 5 Global profits totaled 30.2 billion yuan, an increase of nearly 78 percent over 2021’s 17 billion yuan, with an average annual growth rate of more than 13 percent, and a significant increase in profitability.
He opened a new era of Haier, and also met the new era of Haier. He maintains the existing system, the vision is a new world, a new field. Haier’s many years of veteran employee Li Qiang so evaluation of the succession of three years of Zhou Yunjie.
As of March 9, 2025, Haier has eight listed companies under its umbrella, including Haier Smart Home Haier Bio, and its business covers a wide range of fields such as home appliances, big health, industry and the Internet.
From the current point of view, Haier Group’s global revenue of 401.6 billion yuan, home appliances segment accounts for the largest proportion, last year’s revenue of more than 260 billion yuan, accounting for about 65 The fastest growth rate of the big health, last year’s revenue growth of 96 The biggest investment in the industrial Internet strategy.
Haier Group, which has a wide range of business areas, has products at home and abroad. Taking the largest proportion of the home appliance segment as an example, its core main listed company Haier Zhijia, has built a complete intelligent life system from single product to whole house from hardware to service. Involving refrigerators, washing machines, air conditioners, water heaters, kitchen appliances and other categories, brands such as Haier Haier Leader Unishuai AQUA Casarte Casarte.
These home appliance brands cover a wide range to meet the basic needs of users in different regions of the country. Liu Buchen told the financial world. From the domestic point of view, for a long time, the refrigerator has been Haier’s largest revenue contributor to a single category. Many consumers regard Haier refrigerators as the white moonlight, and are quite loyal to them.
Zhejiang after 80 Li Huan’s family, the first refrigerator bought in 1988 is Haier. This refrigerator has been used for nearly 15 years, in the middle of a time have not been bad! Later, even if the family changed to a new house, buy a new refrigerator is still Haier. After Li Huan grew up, due to work and marriage, moved a few times, the choice of the house is still Haier, and has not been broken.
Due to the good quality, not only domestic consumers but also foreign consumers are willing to pay for Haier’s home appliances. Haier spent decades to dry up its overseas market share to 53 in 2024 . This is due to Haier’s strong performance in Europe, Southeast Asia and other markets, especially in Thailand, where it has the largest market share, and significant revenue growth in Europe.
Haier will also address user pain points according to local conditions. For example, Pakistan has a large family size and daily wear is robes, Haier will design a fully automatic washing machine that can wash 32 large robes at a time. At the same time, Haier also launched a solar hybrid air conditioner, solar-powered on sunny days and automatically switching to the grid on cloudy days to reduce the burden of electricity.
The world’s authoritative research organization Euromonitor International released data showing that, under the domestic and foreign markets, Haier will be the world’s No. 1 brand of large household appliances in terms of retail sales in 2024. So far, Haier has been the world’s first for 16 consecutive years. However, Zhou Yunjie has not yet been able to fully breathe a sigh of relief, because the Haier Group, this huge ship, has been traveling for more than 30 years, there are some places that need to be repaired and patched.
From the first three quarters of 2024, Haier Zhijia gross profit margin of 30 85 , than the United States 26 8 to be a little higher, but the net profit margin is only 7 61, in contrast to the United States for 10 08.
In addition to Haier Zhijia air conditioning market share is not as good as the United States Gree, resulting in its gross profit margin in this category of air conditioning is relatively low, but also with its high-end brand accounted for a high proportion of the ecological brand building and internationalization of the layout of the input operation mode characteristics of research and development and marketing costs and other factors. Liu Buchen told Finance World.
Take the international layout investment as an example, because Haier pursues the management system of “one person, one unit”, and chooses to rely on the local staff to manage the merger and acquisition of foreign enterprises. But Haier’s overseas layout of the country, to the United States, Italy, Germany and other developed countries, the majority. This means that Haier’s overseas layout of the labor cost of marketing and promotion costs, to be much higher than other competitors. Liu Buchen explained that Gree, for example, has only 1 2 factories overseas. Haier, on the other hand, has 60 overseas factories in 20 countries around the world and has formed a large-scale production network through 15 industrial parks.
Haier gave Zhang Ruimin the stage, Zhang Ruimin gave Haier personality. So what about Zhou Yunjie? When he became Zhang Ruimin’s successor in 2021, many people raised the question Can Haier continue its glory? Today, the answer is self-evident. This is also as Zhang Ruimin said when he left his post The rainforest has life and death every day, but it will certainly be endless.
The characters in the article Nan Huan, Li Qiang, Li Huan are pseudonyms.
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