"China Entrepreneur Magazine" 16 cover a great enterprise

"A great enterprise, always be trembling with success," said Zhang, chairman and chief executive officer of Haier Group's board of directors.

The third industrial revolution is in sight, Chinese traditional manufacturing industry are thinking about how to learn from the Internet management, are worried about how not to eliminate the tide. As China's first billion-dollar traditional enterprise, Haier is exhausting a manufacturing enterprise in the Internet era of the transition may encounter all the problems. Like sailing on the great Sea, ships are turning around, and ships are more likely to run into reefs than boats. Zhang Step on thin ice, although not yet on the solid ground, but the idea has become a system.

Haier this Chi volume of "Giant whale" how to reinvent itself, for subversive innovation? In the process of breaking up and then aggregating, what problems will Haier encounter? Zhang put forward "people single Oneness", "user experience of the entire process," self-organization "," Open platform "," according to single "," Product to commercialization "," Value interaction "," interface person "and other ideas can lead Haier in the process of cross-border to the Internet landing safely? What inspiration can Haier's trans-boundary Internet approach bring to the net of traditional enterprises?

"My attention to the Internet is as early as 2000, 2001 years. Feel that the enterprise either net or die, do not know what the future trend is. "Zhang said.

The sea split into more than 2000 "Little Haier"

Over the years, many manufacturing industries are looking at Haier's changing, perhaps Haier will face a challenge, when a large 80,000-person enterprise into more than 2000 self-organizing (Independent Business), on the one hand it increased flexibility, on the other hand, the traditional business leadership, Or the kind of unified corporate strategy and culture that is represented behind leadership is dispersed in many small organizations. In fact, this is a very troublesome matter, we have experienced a period of this confusion, now is not to say how good, we are always in the trial and error process, where is the core of things? So who is your leader? A traditional organization, it has leadership at the level, every department and every department, even everyone should pursue their own interests to maximize, so often the problem is that there are many contradictions between departments, this many contradictions how to solve? The traditional enterprise is to rely on the leadership to coordinate, coordination to the end, may be a compromise, or to say that each step and so on, we all used to do this kind of thing. In fact, the scheduling will be coordinated, now, layer by layer (level) was crushed, the process has been a lot of running-in, the problem is that after the drop of your leadership where? The leader becomes the user and becomes the market.

You have a leadership, there are a lot of friction and contradictions, now flattened it, this contradiction is not more, will be fragmented? Well now, it can be co-ordinated through the market.

For example, who developed a new product in the past, who gave it to the development department? is under the leadership, the leadership signed, it means that the new product can be on the last horse spent a lot of money, research and development to spend a lot of money to develop this product after the identification of the signature, this time as long as the indicators in line with the requirements of the proposal, this product passed.

After the production process, the traditional enterprise, research and development to transfer to the process, there must be a technologist, craft staff, craft staff to convert it into the production of the set of things, produced after the turn to where? Turn to sales, now the problem is that sales are not good, pin do not move, or people do not, or too expensive, how to do? Sales people will be the opposite blame research and development: you developed this product is not good, you this product out too late, people come out early, research and development will say, when the money to dial me late. And the financial will say, you do not look for me, you find sales, is the sale of the last time I pay back too slow, this circle turn down no one is responsible, we all know this problem.

So what now? Now is the deal, we become an autonomous business, research and development of independent operators, manufacturing independent operators, sales of independent operators together, this product is no longer the leader of the decision, I used to go to them to see the development of new products, how many of you this product can be determined, and finally may nod my head, I don't look at it now and I don't care.

That's not to say it's your opinion, but in accordance with the needs of users, need to be predetermined, if in a market, our market share should be at least 1 million, then this profit margin must exceed the number of others, we call the super profit, more than the profits of this piece you can get, this is not the same as in the past? The key is to bring in the original sources of external resources. The role of the supplier is to be able to provide design solutions, to participate in front-end design, you this program if you can add value for my product, then the purchase price can be higher, otherwise it is another game. I used to pressure the price, you who purchase price low I enter who, now is not so, we call the community of interests. Here in the face of the biggest subversion of traditional enterprises in what place? In the past, the process of production is a step by step in tandem relationship, now turn it into a parallel.

Otherwise, you want to all of a sudden so many independent operators, not all disorderly, each blow the number, each find the ground. Now because the market is connecting them all together. There may be other problems, but at least there is no confusion. Like Gally Hammer (American management guru), I went to the United States the year before last to communicate with him, he felt that this is impossible, tens of thousands of of people's business will be disorderly, he said, I want to go to China again, may see you are disorderly off, but he now come to see, also OK.

Make "users" a whole-process experience

Where is the problem now? We hope that, now that you are connected together to develop the market, and bring a question that is still being explored, what is the relationship between us and our users? The traditional enterprise and the user between a big problem, is also the most headache, is the customer wants what? You can't find it. In the past, are printed a lot of questionnaires sent out, ask customers to fill in, such as the refrigerator list 10 colors to, which color, let you make a tick. The enterprise is equal to through this kind of questionnaire's way, or calls to understand, or through the Post-sale service obtains some opinion summary, but this is not the real user demand. Now that we've tried to build an interactive user platform, interactive users are completely different from the users of the past, and we haven't done it yet.

Let "user" become a whole process of experience, actually at design stage should intervene, how do you intervene? We're not solving it, we're still exploring it. Can not say that the user said which product is good, it must be a good product, of course, this user does not mean a single user, is a group, in this issue, I think the goal should be three stages, the first in your interactive platform, the user how to enter voluntarily. You can not say call people come in, come in I give you 100 yuan, but you this platform must have attracted his interest point, or his appeal point, this is actually very difficult, this is one.

Second, after coming in, he should automatically interact. This is the hardest thing for a traditional business, and it's often the case that our people become the hosts of the user group, as they are in the discussion. In fact, the various groups on this platform should be automatically interactive, he has his interest, of course, his interest is not necessarily in tune with his needs, but you can learn from his interest in this direction is what?

The last stage, surely, should be self appreciation. It should be a value of his ego that is embodied. If you really do it, it will strengthen the first step, voluntary participation, to form a virtuous circle. At present, in the course of exploration, how to do is still very difficult, we very much imagine that some foreign internet companies, that is, I take the software, you can participate in, you do this someone want to go up immediately, it is your interest, this is self appreciation, so my value here.

Attached: "China entrepreneur" magazine reporter Fang Field visit Haier, and Haier Soul characters Zhang, and Haier Middle, staff close contact Exchange, for everyone to present 16 blockbuster cover article "to Another world." Close observation of Haier's anxiety and the determination and effort of the Cross-border Internet.

In the full text, Zhang mainly talked about 5 questions:

A/"How does a manufacturing enterprise adjust its organizational structure in a user-centric way"

b/"cross-boundary of industry, and self-organizing and open platform"

"Mass production and return to the family workshop is the negation of denial"

D "Haier electric business platform to do"

F "Internet rules in Haier internationalization"

China entrepreneur Network will be launched Zhang on the 5 issues of detailed analysis, please look forward to!