Four product Six degrees: Dewang business philosophy

April 26, 2012 night, "You can be a bodhisattva: Corporate DAO and Bodhisattva Law" will be held at the Guanghua School of Management, Peking University. Dewang, chairman of Fuk Yiu Group, delivered a keynote speech, focusing on the shaping of corporate branding and shared the growth experience of the group. For business management, Dewang has its own philosophy: from the character, products, taste and quality, this is my understanding of the brand. I put "Six Degrees" as a guide to action, in their own enterprise brand shaping, the enterprise into an international well-known brands.

The following excerpt Dewang some of the views for you to learn.

I am an entrepreneur and I am talking about some of my experiences today. When my dad was in business, I had a small business with him, and he told me about his business when he ate every day. My father told me when I was a child, Chinese characters are pictographic words, "mouth" this word is not shorthand, the position is higher than you, you must not go to praise, flatter others, this will have an impact on the character. The position is lower than you, you think dissatisfied, think the thing that do wrong also do not easily say, because you are not the highest level, your speech will also affect your reputation problem.

Later I do business think my father told these stories, Brand is what, brand first is character, character is three mouth, three are three people, three mouth is the mouth, you do let them to judge called character, character is done out. Then you must adhere to, enterprises to create credibility, reputation, do anything should be worthy of others punctuate and judge, do the brand's first product is "character."

The Second product is "goods", that is, the strategic positioning of enterprises. You are prepared to invest, what to invest, what determines the future you go to invest in this product, you this product service object is who, in the end to sell, you to your service object, to this group know how many, his hobby is what, his characteristic is what, The ability to do these products and all aspects of the evaluation can not adapt to what you want, and ultimately by WHO to do, how to do, when to do, these are strategic positioning problems. You should carefully study these problems before you do so, and put forward these problems to ensure effective solution. From my point of view, the product is very important.

The third product is the taste of the "product", which involves the brand image problem, this issue emphasizes the shaping of enterprises and individuals in the social integrity, credibility, reputation. Employees are also our customers, how to retain staff? The development vision of the enterprise, the personal development vision, values and culture of the employees. What is culture? The core of Chinese culture is people, although enterprises are not employees, but he has a share. We spent more than 1 million on temporary treatment in Beijing, and the sick employees in our factory had to be sent to hospital, send a hospital at any cost, cure so far, this does not just be a little money question, such form a culture, value of approval, you should give them to lift this sword on the head, when fall down, the group can help you solve. We do business to do good faith, truly fair, really let employees realize the value of being with me, respected by society. We are all over the enterprise staff to go out to do business also will not be bullied, because our business is a large taxpayer, which strengthens the brand status. I think the grade is very important to make the Enterprise brand.

The fourth product is the quality of "goods", the quality of products. Product quality is not the highest, only higher, is the quality of stability, you do not jump up all of a sudden, and then fell again, like a roller coaster. I do is car glass, quality and stability is not your boss high-pressure means can be solved. What does this system control use to guarantee? The establishment of the system is very simple, choose what you do, do what you choose, must be very strict discipline, so that can be summed up in a sentence, the quality of the products, product quality reflects the comprehensive quality of the enterprise, (reflecting) the quality of the enterprise from the top to the next team. Quality Management is a system engineering, such as I came to the factory door today, security is the police, ask what you are, the car parked next to. I am God, you treat me like this today, say a few more words to quarrel, this one business is blame this security body. Our entire enterprise staff from top to bottom has the systematic training, moreover each has the certain management to the quality.

These four "goods" together, plus a symbol, is the brand, from the character, product, grade and quality, this is my understanding of the brand.

I am a devout Buddhist, I am retired now, looking back and summing up my life, I am proud, in the existing policy environment to make the enterprise very strong, become internationally renowned brands. How do you do it, and what does it do with it? I take the Buddhist "Six Degrees" as their own behavior guide, used in their own corporate branding. When I started to do the Fu Yiu Glass is not for the money, the original is to see Japan in China to sell glass, I found that the manufacturers do not do, small factory do not, I think I can do it. In the process of doing this because of the promotion of equality of all sentient beings, I really go to the realization of this sentence, from the belief, I see can do this.

The second one is to keep the precepts, to abide by the laws and regulations, and to abstain from greed and hatred. I do not gamble, I have to learn to have to know something for the future. I promised my staff that all Chinese people would use my glass, whether it be dignitaries or civilians. This piece of glass can represent the image of the Chinese people, foreigners have done, we should also do, there is no reason to say objective problems, today, we do it, we are based on this concept to do. Fu Yiu's management system is very strict, I told my staff, I do not want you to make mistakes, my management system is checks and balances, you conveniently take things away, I fired you, loss of a member of the general; Do not expel you, destroy my rules and regulations, so we require management in the management system must be rigorous, to say dead, Control others in the shame ring.

The third is to endure humiliation. I am not afraid of loss, do something you do not approve me to do, I do not care, can have this mentality to deal with. Many shareholders accuse the stock price of being too old to lose, and there is no story about your company's stock. I said we should keep quiet and do not give them the subject matter to fry. Do business and strive for excellence, we have to continue to innovate, to have their own manufacturing capacity, if not to do equipment, there is no such strong competitiveness.

Four is indifferent to fame and fortune. My factory in the country has built a good plant, office, add up to 7 million or 8 million square meters, I to the community, to my shareholders promise, I only make car glass. I am a member of the CPPCC, successive party committee secretaries, governors are my good friends, I think that is the honor, I did not work. When I was a member of the CPPCC in 24, they asked me to go to a meeting every year, I think it's not important, there are more important things to do, everything is baggage. Meeting this most headaches I will not participate in, do what, can do, how to do, I will not care about.

The five is wisdom. Wisdom differs from intelligence in that the future is judged by the phenomenon. I have an article in 2007 years called "Sack", I have long judged the financial crisis, how to judge it? I sit in the car every morning to listen to the radio news, from the rising international trade friction, from the central government decided to implement environmental protection, traffic and so on, from the central bank said the renminbi exchange rate fluctuations, we will be measured , how much we have done, how many other companies have done, how much the labor law affects, and how much traffic laws affect it. At that time I will be concerned about the local enterprises every month, every month there will be enterprises evaporate, the government also introduced a lot of policies to control, run away a business, the government will pay the wages of workers, we through these phenomena to calculate the future economic development.

2007, we transferred the general manager of the subsidiaries back, take four measures: first, to clean up the construction projects, has already begun to build a tight completion; second, to facilitate the return of cash, at that time our cash-flow debt rate reached 67%, proposed to take two years to reduce the debt rate, because the adjustment of the debt rate, The net return of cash is beneficial to the decrease of liabilities; According to the current calculation, when the crisis comes, we should not let the government save, we have to save ourselves, so we launched a self-help campaign, specifically to close off now expected loss of the enterprise, so I was in 2008 China's economy when the most fire shut down four lines, lost a billion of. A lot of people do not understand, he said this action is too big, I said a billion of to lose, and so you start to lose when the loss. Production workers from top to bottom to launch a campaign to improve product quality, through these efforts, our brand has been established.

Our net assets yield to 35% last year, ranked first in China, all listed companies I ranked first, how to do? Is my policy implemented effectively. Our manufacturing costs are now 70% of my time, Premier Wen Jiabao this time to my company investigation, I said that those enterprises please the Government to save, you have a billion of people behind you need to save, enterprise things should be done by enterprises. When the debt rate comes down, let the financial cost drop substantially, with the implementation of the whole self-help policy, this is the wisdom of the practice, the most intelligent, most rational. I share with you today the success of the prosperity, the evergreen depends on the brand, how the brand is made, I just outlined my approach. To keep faith as a constant belief, to do so around this belief, so that the evergreen. Thank you!