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IEEE Proposal Shows Chinese Model Is Gaining Traction in Global Manufacturing

Wednesday, January 3, 2018

A recently announced proposal by the New York-based Institute of Electrical and Electronics Engineers (IEEE) to develop an international mass customization standard is to be the first international standard led by a Chinese company -- Haier, Qingdao, China, a maker of consumer electronics and home appliances.

Mass customization is different from the concept of customization. It does not refer to the low production efficiency at a manual workshop and goes beyond providing the end user with module options. Instead, mass customization allows the user to participate in the innovation process and the result of that process as well as benefit from the value generated throughout the life cycle.

In 2005, Haier announced the rendanheyi business model, which transforms users to lifelong users and reshapes employees as creators. In addition, the model creates a long-term cooperation, co-creation and win-win relationship among users, employees and the brand rather than the one-time buyer-seller relationship.


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