Manufacturing enterprises are how to play themselves si in the transformation and upgrading.
One, giant baby disease
When you are a beggar of the times, do not brag, pretend to be the emperor, give the master to the royal chef, because it will give you in the heart to build an illusory and beautiful future.
Blowing for a long time, others did not believe, you may instead deceive yourself into believing.
I've walked through more than 1,000 manufacturing enterprises, 70% of their own feeling of all sides, channels, stores are wiped out, manpower, material costs are rising day by day, rely on chicken blood, jumping inspirational exercise, brainwashing employees, to customers to send money, pulling the agents to join the food and drink, these old ways is not much hope. Want to break out? Look around, in all directions is the Internet, the Internet, the Internet!
So the tycoons have begun to "transition", do vacuum cleaners to robots, do agricultural machinery to do drones, do clothes to do customized Internet platforms, the world is bustling, all for the paste on the Internet.
Many people think that traditional enterprises do not understand the Internet, in fact, according to my experience, Industry 4.0, CPS, C2M, Internet +, smart factories, industrial Internet ...... talking about these new words, in fact, tycoons understand more than anyone else because of a variety of training courses they went to Well, talk to you for three hours without repetition! The new words are "smart factory" and "industrial internet". However, I turned into their workshop to see, a messy mess, even 20 years ago, the basic lean production are not, you only need to ask a question, they will say, "Domestic industry is this way, we are still relatively good it! .
So I think the plight of traditional manufacturing companies is not so much due to the challenges of the external environment as it is due to their own internal demise. They are through a wonderful and successful tactics, let themselves eventually caught in the net of strategic dilemma, and now is the more struggle, the net strangled tighter. So now there are more and more manufacturing companies find, as if they do not do anything, but live better, and this seems to be "better", paralyzed their judgment of the status quo and the future, which is another kind of death.
China's traditional manufacturing enterprises are always swinging back and forth between the two extremes, when the tycoons listened to a master of Internet thinking lectures, when the blood boils, a pat on the head can throw thousands of dollars, I've seen a steel pipe company, to the staff even a mask are not willing to buy, but throw tens of millions of dollars to develop the APP Internet platform. And these "leapfrog" development of the enterprise, once encountered setbacks, and immediately shrink back, become more conservative than anyone else, you tell him what he thinks you are flippant, bullshit, impractical. And then began to complain to the government, complaining to the employees on the social security is too expensive, the environmental protection inspection is too strict, and so on, shouting "industry is difficult to do", in an attempt to let the government to save him.
If patriotism is the last refuge of the villain, then sticking to industry is the last talisman of the rotten enterprise. I've seen a company that has no technology at all, started by buying two pieces of equipment and recruiting a group of people to build things for other people, and then relied on its connections to be brilliant for a period of time, but the management of the workshop is in a mess, and then put on the label of "sticking to the industry", so that it can regard itself as the savior of the country and the nation, and stood up on the moral high ground.
I thank you for the country, please don't stick around, you're not contributing anything except wasting the country's resources, close the door before it's too late and do what you want to do, the country is actually better off without you sticking around ......
Many manufacturing companies in China are like giant babies that are either laughing or crying, and are either aggressive or curled up. Nowadays, the government, down to the enterprise, everyone is talking about transformation and upgrading, but what I see is that the real transformation and upgrading, few and far between. Most of them are "holding up the red flag, marching in place", either not moving at all, or the project is aborted, or deep in the mire can not be extricated.
My research this time in the enterprise, there are two food manufacturing enterprises, management system is very similar, into the workshop have to change clothes, with headgear and shoe covers, and then the whole body blowing, hand washing and disinfection before going in. On the surface, the management seems to be good, but I touched a few places with my hands inside, one of them made me get a handful of dust, and the other one was spotless. The former is a leading company in China, and the latter is a Japanese company in Beijing's Shunyi district, called Jingri Dongda Food (note that the Japanese Chinese, the owner of the 60s only went to Japan, so you must not say what the Japanese is more serious than us than we are good, the Chinese are not bad anything).
This is the gap in our manufacturing industry, it looks like everything, but according to the gourd painted ladybird is not always so much. Why?
We look at the details, that Japanese companies, every place inside, even the maintenance workshop tools, are neatly arranged, every employee in the factory will meet with a smile and ask each other "Hello", you do not look down on this sentence, when the staff have a sense of ownership of the time, each of the improvement of his willingness to contribute to the Wisdom. So the Japanese company has done the best in every detail, which is obviously the result of full participation, which is the power of corporate culture.
We tend to feel that corporate culture is a virtual thing does not matter, management is the leader of a person's business, of course, the leader can only pay attention to the big picture, the details he can not care, and employees feel that the management of their own completely unrelated to the nature of the empty shelves have no practical. We look with others what is not bad, but just a little culture, this point, in fact, is a hundred thousand eighty thousand miles.
So I have been calling for the revitalization of China's manufacturing, first of all in the revitalization of industrial culture, to break the giant baby complex, so that enterprises learn to face reality, learn to think like an adult. What China needs now is not a political movement in the name of "smart manufacturing", but a comprehensive renaissance of manufacturing.
Two, illiteracy
Last year's visit, to go to an old friend of the enterprise, do tire equipment, he introduced me to their own experience of transformation and upgrading. Told a bunch of "Internet +" concept, and then add the cross-border subversion ecological counter-theory of LeTV Jia, and finally told me that he was ready to enter the medical industry, with Japanese experts to do a high-end, bullish, with Internet thinking ...... hospital.
Hospital!
After returning to the Internet, I bought a new Chinese dictionary and gave it to him, with the word "transformation" written on the title page, which is not clear to this brother, and I didn't do much to explain. This year, he invested a lot of money in the hospital did not get up, lost a lot of money, meet again to talk about this, I told him to send you a dictionary, is to let you look up the word what is written, is "transition", not "change of profession".
A business venture into a completely new industry, neither industry experience, nor customer base, nor familiar with the regulatory team, failure is a probable event. And transformation is to break out in their own familiar industry and field to make a way, in the familiar track to do innovation. Changing professions is to attack others' strengths with one's own shortcomings, and transformation is to think outside the original framework in one's most familiar field, so as to change the status quo and seek a way of life. Only by focusing on an industry, cultivating and accumulating for a long time, can we find out what the pain points in that industry are, and find effective solutions to these pain points.
Some people will surely say, you also changed the line several times ah!
I have to tell you, first of all, every time I change profession is because there are some practical reasons, have no choice, is forced not I actively seek. Secondly, you just see me on the surface of the industry has changed, but did not see, in fact, my core, "bullshit" ability has not changed, all the seemingly "change of profession" in fact, is the value of my own core ability to extend.
For example, Google does unmanned cars, what cross-border subversion, Chinese Internet companies have followed suit. But what you don't know is that driverless technology is Google's strengths, it is not a cross-border, but to extend its core technology to autonomous driving. A lot of self-driving originally used Google's image processing technology, image and data processing technology which is exactly where the advantages of Google search accumulated over the years. You can not see Google's car as a car, it should be seen as a powerful data processor, because he through the acousto-optic a variety of sensors in the identification of the surrounding environment, the series of sensors to obtain the signal input to his central processor to determine my car around a few cars in the car, the speed of these cars is how much the probability of collision is how much, to carry out a rapid The car will run quickly. So Google's self-driving car is actually not a traditional sense of the car, his core is a powerful data and image processor, and this is originally Google's core technology.
Drucker said, "Innovation does not necessarily require high technology; it can still be done in traditional industries." 3/4 of the innovative companies in the US come from traditional industries, and only 1/4 are from the tech industry.
Transformation and innovation need to focus on persistent "stupid", focus on their own industries, like Huawei to focus on, decades as one day to do communications equipment, not speculation, not sell property, not to do financial, not listed. Traditional manufacturing enterprises do not need to be presumptuous, think they are in the industry has no future, must cross the border to the high-tech industry in the clouds. Not everyone has to engage in what the Internet, cloud computing, big data, artificial intelligence, you are fried doughnut, fried doughnut, fried into the world's best doughnut, business does not have to be smaller than Alibaba. If you encounter bottlenecks to transition, you can jump out of the original roadside frying framework, to see if it can be standardized, can be made into an office takeaway, can be equipped with a special soybean milk, or can not unite the nearby frying stalls, pancake stalls throughout the snack street, which is really in transition.
The key to transformation is value innovation, to give new value to the whole industrial chain, without value innovation, "transformation" can only be reduced to "change line". Chinese manufacturing enterprises should learn to distinguish these two words clearly, if you really do not understand, I can also sell you a dictionary, go home and slowly study.
Three, the mode of disease
The Internet industry has been developing rapidly in the past few years, like a ghost hanging over the Chinese economy, to our manufacturing enterprises have brought some bad influence, which is the superstition of "mode innovation".
Today our traditional manufacturing enterprises are very keen to engage in a variety of "mode", any one of the "masters" put forward any kind of model, there are manufacturing industry, the tycoon went to buy it, to be the master of the mouse. And these models in the final analysis on a sentence "find a new channel to sell goods".
Offline agents can not be changed to e-commerce, e-commerce can not be changed to micro-business, and then can not be done live, do community marketing, do IP marketing, C2C, C2B, C2M, O2O, OAO ...... do not move to set a small goal, smashed a few hundred million to build a platform, and finally found that no matter how many platforms are built with how many The last realization is that no matter how many platforms have been built and how many models have been used, their own brand and their own products are still not worth the money.
In fact, no matter what mode, the lively is that three or two years, the final can let us remember, or those good brands, those good products. Even if the price of these brands is a little higher, we can tolerate, because they can give us trust. That is, in the end, let a business stand, or your brand, no matter how the model changes, how the channel changes, the brand can be leveled, across these barriers. And behind the brand, it all boils down to your product, whether it can give customers, give consumers a sense of trust.
For example, this month I visited another German-funded enterprise called Rosenberg, a typical German invisible champion. It's actually a small business, it's not that big, and this Asia-Pacific factory that I went to produces one little thing, a connector that's used in cars.
I honestly don't think this stuff has much technical content, the model is also very simple, production - and then sell to the automobile companies. If in the country, this kind of but is a messy hardware processing plant, and this German-funded enterprises, production management system, personnel training system, quality control system of the perfect, so that self-confessed very knowledgeable I have to give a thumbs up. I went to see the workshop of electroplating, which is generally more polluted, in Beijing to try to ease the link, but it actually there is not a trace of odor, and even the electroplating mud have to be pulled back to Germany for the second refining. Its responsible person and I am very proud to say, built the plant more than ten years, did not pollute an inch of soil in China.
Do you know its logic, its model? That's right, it does a small thing, in the whole car, it accounts for the cost of the whole car, I'm afraid that even one thousandth may not be there, but it's a high brand recognition, product quality, as a car manufacturer, it is impossible to save a little bit of money on such a small thing, just to buy some bad manufacturers to do things. So it seems to be an industry with a low threshold, but in fact the possibility of being replaced is extremely low. For example, just said this enterprise, in today's car market downturn, it can still maintain the annual growth of thirty-forty percent, relying on not high-tech, not a new model, but the small things to the extreme, so that you can not be replaced, which is the German invisible champion of the "model".
China's manufacturing enterprises should not be obsessed with a variety of modes, in the sale of goods on the road to run wildly, while ignoring the construction of the brand and products, in the final analysis, we are selling products, not models.
Four, cattle disease
In the past few years, a variety of Internet transformation training courses, also counted on the traditional manufacturing entrepreneurs to recognize their own shortcomings, engage in Internet transformation, rely on their own team is not working, then we'll find cattle to do it for me!
Today's manufacturing enterprises are facing a series of dilemmas, many bosses think of the solution is to look for bulls, look for the gods. On Alibaba to dig people, on the same industry large enterprises to dig people, and then can not go to the United States to dig people.
It's not just manufacturing companies, even Internet companies are also superstitious about this set, such as a few years ago, a video site on this matter to the extreme. Cowboys come in, beat the drums to welcome some, in the honeymoon period, but the freshness of the past, found that it seems to have little effect, and then immediately counter-attacked, counting the various other people are not, and then in the enterprise within the shoes, tripping, engaged in the fight, openly and secretly all sorts of hammering, and finally, unhappy break up. There are even all kinds of excuses for not paying the wages owed, so the next is a long time to tear each other down and blame each other.
Through rounds and rounds of introducing bulls and gods, manufacturing entrepreneurs have finally come to a conclusion: these guys are all big flimflamers and liars. Our manufacturing enterprises rarely find the root cause of the problem in their own bodies and within the enterprise, objectively speaking, the bulls big gods may be a lot of big fools, but why are they all met by you? When you are superstitious that these bulls can solve all your problems, this end has been doomed.
Because you have to understand what exactly produces the bull.
The logic of many of our manufacturing entrepreneurs is this: a bunch of bulls (such as Alibaba's eighteen Luohan), together, in order to make a very bullish thing. So all I have to do is poach these awesome people, and I'm sure it will solve my problems as well.
The truth is that back then, under a specific historical circumstance, a group of ordinary people, organized together, through collaboration, plus a little bit of luck, made a bull's-eye thing, and so all these ordinary people became great gods.
So these great men and women made their names in a particular time, platform and resources, and your business can match these resources to him? Also, ask yourself, do you really want to do something with the gods? You actually just fancy them in the resources, and hope to be able to drain these resources, kick them away, shouting business partners, are just words. Not to mention that these bulls are not really capable, even if it is really Zhu Geliang, to you, any one of the old oil can tell him what to do, not move and then make a small report, he will inevitably have to become Xu Shu into Cao camp, without saying a word. The worse result is that the bulls come too much, nothing to fight for a favor to fight, the war outside is not good, the first whole dead teammates say.
How many of us manufacturing companies, the introduction of the bulls and gods, after a variety of conferences and meetings, all of a sudden to promote this project, all of a sudden to promote the project, a variety of dispersal of a variety of brainstorming, the results of which project is also to discuss the results of the end of the meeting, we do the birds and the beasts scattered, everything back to zero, and then come back to a round.
You do business today in the face of difficulties, never because of the lack of bulls, not because your people can not, but because of the people's collaborative approach can not, that is, your internal organizational structure and communication mechanisms out of the problem. When your system does not work, with a group of bulls, it is better to use a group of goons, at least they do not fight.
Fifth, the boss disease
Two years ago, there is a manufacturing entrepreneur wants to give dry shares to pull me into the partnership, honestly, his products are not bad, I think quite promising, the enterprise scale is not small, take dry shares is always not a loss. But I went to one of their regular meetings, and when I came back, I decided I didn't want his shares, and I didn't want to get involved in his business - because I thought it would be a waste of time to do things for him.
I only paid attention to one detail, that is, the whole afternoon more than three hours of the meeting, in addition to me as an outsider to say a few words, all of them are he alone in the speech, talking about business ideas, talking about the direction of development, talking about the division of labor, the whole company's senior management team, actually not a single person to speak.
Such a company you can imagine, in addition to the boss of a person to work hard, others are bystanders, the team is certainly no combat. I think it's a waste of time to help him do his job, and I'd rather watch a couple of episodes of a TV show. 2 years later, it turns out that the company is really not doing very well, and the original transformation project is no longer going anywhere, so it's hunkered down in the traditional business.
In many of our traditional manufacturing companies, the bosses and leaders are all-rounders, capable of doing anything. Large and small meetings within the company can become the boss's personal success experience of the exchange of information, to become his successful secrets of wealth correspondence course, you still dare not raise different opinions, either that you are unrealistic, or that you do not obey the management, and then to give you a little shoes, to ensure that you do not mix. This is the result of our manufacturing entrepreneurs to their past successes of the depth of the superstition. Undeniably, many traditional entrepreneurs are wickerwork development, relying on personal ingenuity, networking gradually grew. But the tragedy is that this success for the entrepreneurs themselves, has become the biggest obstacle to the transformation and upgrading of enterprises. They believe in the "way", believe that all changes are not the same, that their own thirty years ago the success of the experience can guide today's new era of all the work, so it leads to them neither see the change, nor are they willing to change.
What's even more frightening is that this kind of successful boss will cultivate an ecosystem within the organization that relies on this success, that is, the team of patriarchs who have followed the boss's humble beginnings to create success, and who have a vested interest in this success. So no one can question this success story, and changing it would mean threatening their position, a conservative force strong enough to stifle any outside fresh blood.
At this point, even if the bosses are painfully determined to make changes, there are only two choices: either an internal purge, clearing out the patriarchs, and falling into a reputation of being ruthless and unsympathetic. Either internal compromise, in the middle of the new promoters and patriarchs and mud, which can solve the immediate problem, but in the long run will certainly lead to greater conflict. So for these manufacturing bosses, who carry an aura of success, it's a situation where they are riding a tiger, in and out of trouble.
So, for the traditional manufacturing entrepreneurs, especially once very successful entrepreneurs, the first step of transformation and upgrading, is to learn to break their own authority, remove their own halo, this process is very painful and very difficult, but must be done. Because only by breaking the bonds of past success, we can usher in greater success.
Sixth, conclusion
In fact, there are many pits in the transformation and upgrading of the manufacturing industry, just the time and space limitations, will not be listed.
VII, epilogue
These years visited so many manufacturing enterprises, a lot of feelings.
Lamented that the gap between us and the manufacturing level of foreign companies is still very big, really big. For example, I visited Panasonic, 25 years old factory, the production of a long time no one to buy non-smart phones, business declined year after year. But into the workshop, the whole factory clean, lean management system is very perfect, meticulous quality control, so I have a deep respect for the level of manufacturing in Japan.
Lamenting the transformation and upgrading of our manufacturing industry, there are those who are confused, those who change their ways, those who complain about the world, and those who are struggling on the brink of death.......
And then I also saw a lot of interesting highlights of the enterprise, the fashion factory playing pop music in the workshop, and the lean factory with spotless hallways. spotless lean factories, technology factories with excellent research capabilities, and future factories with extremely high levels of intelligence ......
Next to two garment companies, suits made from a large piece of fabric were sold for 50 yuan in worry, and underwear made from a small piece of material was snatched up for 1,000 yuan, in the same industry and in the same region, on ice and on fire.
This is a true reflection of the times, but also I often say a sentence:
"Only the metabolism of the industry, there is no empire of the sunset."