The "Eagle Totem" of TCL

"Eagle, is the world's longest life of birds, its life on the top of the mountains, disdain for the warlords." But who knows, the passage of time, the aging of the function, the environment changes, it at the age of 40 will also encounter growth bottlenecks.

"At this time the eagle has only two choices, either choose to die, or choose their own feather to change the beak of the painful transformation." 5 months later, the new feather came out, the eagle began to fly again, embrace its deep love of the sky again, face the glorious years of the future! ”

In the first half of 2006, the TCL Group, which lost 738 million yuan, suffered one of the most serious blows on the international road. In July, TCL chairman Li in the Internal Forum published a later widely disseminated reflective article "The Resurrection of the Eagle", causing great repercussions, and later he wrote three sequels.

Today, the eagle has become the totem of TCL Group.

July 23 Afternoon, Shenzhen South Mt. District's Poly Theater in a jubilant, 2014 TCL Group graduating college graduates in the ceremony held here. "Please scan the big screen of the Eagle two-dimensional code, is equal to East elder brother to everybody flag," the host said, the meeting room new Tcl's more than 1600 fresh graduates have raised the handset, scans the stage center big screen The young Eagle pattern, the TCL Red "the division flag" then "waft" in their hands.

"Flag", standing on stage of the Li, smiling face, a group of new "Young Eagle" is about to take off, Tcl's Eagle team injected a fresh force. "East elder brother" to this is full of anticipation, because after the international service, TCL is facing the new challenge of the Internet transformation, need to change feather again rebirth.

The resurrection of the Eagle

"This article about the eagle let me feel quite deep, thus more deeply realized that TCL this cultural change innovation necessity and urgency." Li wrote.

The Eagle's life is 70 years old. To live that long life, it must make difficult but important decisions at the age of 40. At this time, its beak became long and curved, almost touching the chest, its claws began to age, unable to capture prey effectively, its feathers thick and thick, the wings become very heavy, making flying very difficult.

"At this time the eagle either waits for death, or passes through a very painful renewal process--150 days long metamorphosis." It must be very hard to fly to the top of the mountain, nesting on the cliff. The Eagle first hits the rock with its beak until it completely falls off, then waits silently for the new beak to grow. The eagle will use its new beak to pull out the old toenail on its paw and drop it with blood. When the new toenail grows, the eagle pulls the feathers out of the body with a new toenail. 5 months later, the new feathers grow, the eagle began to fly again, to spend 30 years again! ”

In the 90 's, Tcl was one of the fastest growing companies in China. Founded in 1981, TCL, the earliest product is tape, telephone, 1992 began to do TV, accelerate the market transformation, and complete the "restructuring."

In the new century, TCL actively promotes the internationalization transformation. 2004, TCL mergers and Acquisitions Thomson TV, Alcatel mobile phone business, business to the global, but this step is a bit urgent, 2005, 2006 two consecutive years of losses, the difficulties and pressure is very large.

"The Resurrection of the Eagle" is a fable, a TCL rebirth of the parable, is Li from the brink of collapse, to rally TCL staff morale, lead TCL in the international mergers and acquisitions quagmire of the Jedi counterattack turning point.

Li that the internationalization of the direction is not wrong, Tcl internationalization frustration is due to organizational concepts, cultural awareness, behavioral habits do not match, such as small groups of interests supremacy of the Hill doctrine, he is determined to promote a new round of innovation, the Enterprise Bath Fire Rebirth. "Like the Eagle's metamorphosis, restart the Enterprise new life cycle." ”

In those three years, Tcl is like a Phoenix Nirvana: the establishment of financial companies, financial innovation, panoramic management of the diamond model, promote management reengineering, "creative moving life" to reshape the brand, adjust the business model, the pursuit of communications business, color TV business volume, finally in 2007.

Later, TCL has launched LCD module, huaxing photoelectric LCD panel project, in the domestic counterparts in the first to get through the industrial chain upstream and downstream, industrial scale, corporate profits back to growth track.

Eagle Training

"Narrowly escaped" Tcl, the harvest of new corporate culture and talent team-eagle Culture and the Eagle team.

Known as "Eagle Mother" TCL Group vice president, human resources director, Leadership Development College Dean Xu Fang that, the enterprise transformation, the key is the organization and human transformation.

October 2006, TCL Leadership Development Institute echoed the transformation of enterprises and cultural changes, launched a middle-level backbone of the "Fine Eagle Project" training program. Since then, the university students ' training, the middle and senior training together into the system, and respectively with the "Young Eagle Project", "Flying Eagle Project", "Fine Eagle Project", "Eagle Project" named, formed to let the industry's admiration of the TCL Eagle Talent Training System.

Tcl's "Fine Eagle Project" training program is very systematic and rigorous, one election 100 people a year, covering various industrial groups. In addition to setting up regular training courses, we also implement learning methods such as action learning, mentoring, job placement, cross-border experience, and more importantly, linking learning effectiveness with excellence and promotion.

"Eagle Series" Talent Project, built TCL internationalization the most solid foundation. Li in 2010, said that TCL Group of more than 60,000 employees around the world, of which the proportion of foreign staff is close to 10%, different nationalities and professional staff active in the global research and development, manufacturing, marketing and other management positions, TCL's own training of local executives, also began to assume the responsibility of international management.

Eagle Training also received unexpected effects, breaking down the barriers between departments. There is an emotional bond between the trainees, which is more likely to produce synergy among the industrial groups. TCL's core values of "holistic supremacy" have been truly landed.

Tcl ranked 63rd in the top 500 of China's listed companies in 2013, up about 10 from the previous year. Last year, TCL group operating income of 85.3 billion yuan. Tcl revenue grew by 12% in the first half of the year, and growth came mainly from overseas, with color TVs, mobile phones and home appliances gaining a larger share of the global market. "This shows that Tcl has made new breakthroughs in internationalization," Li said. ”

Internet transformation

More than 30 years into business, Tcl is now entering the third major transition period-to the Internet.

Earlier this year, TCL Group proposed "Smart + Internet", "Product + services" of the "double +" transition strategy. Li Frankly, Tcl faces challenges. On the one hand, the market oversupply, industry overcapacity, price war, on the other hand, millet, music, Lenovo and other Cross-border competition, also do TV, bring new business model. "Therefore, it is necessary to transform the strategy and build new capabilities to meet the challenge." ”

After eight years, in the face of the challenges of the internet era, TCL launched a new rebirth journey. Xu Fang to the "First financial daily" reporter that Tcl Eagle culture is the core of the face of the difficulties of self-denial, ego beyond the spirit. In the new period of transition, the spirit of the eagle is unchanged, but the connotation of "rebirth" has been different.

TCL will switch from operating products to operating users. At the same time, the development of service business sectors, such as cloud services, O2O (online fusion) services, create new value-added, the formation of a new business model.

Facing the new batch of "Young Eagle", Li is full of earnest anticipation: "The age of the internet is a kind of age of the youth" in a sense, "Hope everybody unceasingly challenges, innovates unceasingly, does not conform to the rut".

Xu Fang revealed that this year TCL group recruited more than 1600 fresh graduates, including research and development personnel, network marketing personnel accounted for the promotion. "Choose the standard of talent, pay more attention to learning ability and creative ability." Because of the internet age, in many cases, not the leadership to command staff to do, but the staff according to customer needs, creative work, need autonomy and responsibility. ”

Innovation culture is the focus of this year's TCL "Young Eagle" training. Xu Fang said that on the one hand, create an innovative atmosphere, like this year's Fresh college graduates "swearing", for the first time, Li was renamed the "East Elder brother" and, on the other hand, let them feel what is innovation, the young Hawks held a "creative big Coffee Show" in the near future, perceiving "creativity is everywhere, transforming into results is valuable".

Top executives should also incorporate more internet thinking. "The biggest task for our older generation of managers is not to do anything but to find people who can do it." We do not spell ability, but find the ability of young people. "Xu Fang said.

In Li View, in the past more than 20 years, the international market pattern has changed significantly, consumer electronics in the field of China, Japan, Korea pillars, European and American enterprises gradually withdrew from the consumer electronics sector, and American enterprises in the Internet field of rapid rise. "In the future, we must continue to improve our competitiveness. So, the third transition is very important to Tcl. In the transition, a large number of young eagles are particularly needed. You are naturally close to the Internet. I am confident that the ' double + ' strategy will be taken up by the young people, is there any determination? ”

"Yes--" in the face of Li's questions, the Eagles in the stage replied in unison.