The pioneer viewpoint in the era of Internet hurricane

"Enterprises without Borders, management without leadership, supply chain no scale", this is the more than 60-year-old Haier Group board chairman and Chief Executive Officer Zhang, in the current era of the Internet, the pioneer point of view, "platform economy, interactive value, employee creation, user personalization, the Internet age hardware software, the network eliminates electrical appliances" and so on, A series of new economic words have been entered into Haier's 2014 new dictionaries.

March 9, 2014, Zhang in the Chinese Academy of Sciences Zhongguancun Park to carry out a very different speech, in this speech, Zhang mentioned the internet for all the strategic thinking of the subversion, and strategic changes in the organization should be how to subvert the evolution of the enterprise, and talked about Haier in the mobile internet era to explore the goal.

The subversion of enterprise strategic thinking by Internet

"If there is no reform and opening-up, there will be no Haier today, but Haier is not always able to step on the beat of the Times, and once the tread is not allowed, it may be doomed." Zhang This evaluation of the importance of enterprise to grasp the Times pulse bo.

Zhang pointed out that "the traditional era of enterprise strategic direction as a great business historian, one of the founders of the Strategic management field, Chandler, describes the ' economies of scale ' and ' scope economy ', where companies are doing more and more, and the latter is diversifying, or diversifying, and Chandler is talking about diversification. ”

"But in the age of the Internet, everything has changed, as Drucker, the father of modern management, says," the biggest impact of the internet on the world is ' 0 distance ', scale economy and range economy become platform economy, information asymmetry becomes information symmetry, the original information initiative grasps in Enterprise hand, now to the user hand, the interaction becomes very important. ”

"Apart from the past closed economic model, the core of the platform economy is openness, and the logic of the platform is a self evolving ecosystem." The framework of the so-called platform is the ecological circle that can quickly allocate resources. Enterprises from the original bigger and stronger into a platform, whose platform to do the greatest who is the strongest. "Zhang said.

As early as 2005, Haier put forward the concept of "people single in one", "people" that is employees, "single" that is the user needs. "People single in one" is the integration of employees and users. and "Win" is embodied in the staff to create value for users at the same time reflect their own value. In the past 9 years, Haier has made great progress in the exploration of "The Single Man and one win" mode.

In fact, Zhang's idea stems from Drucker's speech, in which Drucker mentions several questions that businesses should ask themselves: Who are your users? What is the value you create for your users? What value do you gain when you create value for your users? What is your user strategy and corporate strategy?

On the basis of these problems, Zhang, as a reformer and industrialist, has made a further extension of this, he is considering the enterprise's differentiation strategy in the end is what? The financial staff of the enterprise, although not directly face the user, but must create value for the user. And this, that is, Haier practice of "people single Oneness" The Essence of all employees to create value for users, that is, the so-called interactive platform.

The implementation of the plan, so that Haier has an unprecedented impetus to Ali and Haier for example, Haier in the distribution of the emphasis, all the delivery to customers, must be delivered on time, if not, users do not have to pay, which also constitutes the Haier in the Internet era of distribution advantages.

Zhang Frankly, "so far, we have distributed hundreds of thousands of orders, was fined more than 80, although the amount of punishment is not large, but the platform system played a very big role." ”

In addition to "human single integration", in the Zhang Planning and design, Haier introduced a "strategic income statement" specific tools.

"An enterprise regardless of size has three tables, balance sheet, cash flow statement, income statement, income statement, the top is sales revenue, minus costs, costs, the following is profit." Our strategic income statement, not only reflects the cost of income reduction, but also to reflect the reasons for the level of income. Zhang explained.

"These reasons can be summed up in four aspects, one is the strategic interaction, and the exchange between the user and the second is the human resources, that is, what kind of human resources security strategy; Three is the 0 poor, the budget after the internal should be 0 gap, the fourth is closed-loop optimization, the previous enterprise to open wages is based on the position, Now you can take as much value as you create for your users. ”

Zhang the strategic profit and loss statement as the "ZEUS" (Zeus) strategic income statement, obviously, this is Haier's new exploration in the Internet environment.

In addition, Zhang recognized that the internet era, the value of the enterprise valuation method is undergoing a great change, "the Internet era, our evaluation of the enterprise by" two-dimensional lattice "to represent the value of the horizontal axis, vertical axis represents the value of the network. In the past, we used to sell companies, usually mainly refer to the financial statements of the enterprise valuation. But now more important is the network value of the enterprise, and how to enhance the value of the enterprise into the network value. "Zhang said.

The subversive evolution of enterprise organization after strategic change

Chandler said that all businesses grow up with two variables, one is corporate strategy, the other is organizational strategy.

Zhang is figuratively likened to the relationship between head and body, "after strategy formulation, organizational structure should be subordinate to strategy." If the strategy is the head, the organizational structure is the body, the pledge to the strategic direction, if the body does not turn, this problem is very serious. Shows that the enterprise has not really turned around. ”

However, in the Internet age, the relationship between strategic and organizational structure is also facing challenges, at the end of an overseas speech at Zhang, the University of Minnesota Professor challenged the subordinate strategy, saying that "in the case of stable external management, it should be the strategic decision structure, but in a turbulent era, the organizational structure determines the strategy, The structure of the organization must be washed away, must again. ”

This challenge has boosted Zhang's further exploration of the issue, Zhang, "If companies don't have a clear strategy and the organizational structure is overwhelmed, you still don't know what to do, so the strategy is still subordinate to the organizational structure." ”

In fact, in Haier, Zhang introduced a set of other enterprises are difficult to imitate organizational innovation, and thus formed the Haier differentiated competition strategy.

In Zhang's view, "Seventy or eighty years, the evolution of enterprise organizational structure, has been a triangle of the organization, but in the era of internet economy, enterprises should not just internal balance, should establish a platform, with the external link up." ”

Thus, based on the Internet economy-oriented user needs, users grasp the characteristics of information initiative, Zhang in Haier began to implement the "inverted triangle" organizational structure, that is, employees in the top, leadership in the bottom.

"The enterprise is the high-rise, middle-level, grassroots structure, this triangle has natural stability, but because it is too stable, the external changes do not feel, resulting in a lot of large enterprises disease." After the triangle is inverted, this structure must be changed to stabilize, that is, employees feel the changes in the market, will require the following high, high-level to provide resources to meet the needs of market changes. Zhang explained.

But for this model, IBM's former CEO, Gerstner, put forward his opinion, "I thought about it when I was in IBM, but I didn't dare to do it." ”

Gerstner said the crux of the problem is that the above employees if you feel the market changes, the request for resources, the background if the resources are not available, the enterprise will be chaos. Even so, Zhang the structure of this inverted triangle, because it seems to him that if the strategic thinking changes, the organizational structure does not change, and the strategy is not implemented.

The result is Haier 70,000 people, 2000 independent operators, shaking body into another form of organization, all "officials" re-competition posts, employees can choose the officer, salary level depends entirely on the service users. "When people talk about how the balanced scorecard is fully decentralized and empowered, it is actually a traditional economic thinking, because empowerment, decentralization, right is still in the hands, just give you a part of the right, and now our mechanism, right in your hands." "Zhang said.

"In the past, the internal departments of the enterprise are self-centered, to maximize my interests as the goal, who give me the cheapest I use who, who gave me a discount to who, the multinational giants to the world's suppliers to the lowest profit, this is not a win-win concept, so we emphasize to create a platform, this platform, in addition to the enterprise internal research and development , manufacturing, sales to benefit sharing, but also to introduce external suppliers, to achieve the greatest synergy in the interests of the white, is to make the ecological circle, so that resources are constantly optimized. ”

In Zhang's view, companies can build an evolutionary biosphere with other organizations, this ecological circle, with "Sansheng" characteristics, one is symbiotic, everyone can share the benefits of growth, the second is alternate, that is, we rely on each other, and grow together; third, rebirth, can again to produce a new ecological circle, this meaning is greater.