The secret of organizing "micro-innovation" Jindong "jigsaw puzzle"

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Editor's note/2014 is Su Ning's strategic landing year, but also product innovation year. As we all know, strategic landing requires the cooperation and support of the Organization. If the strategy is the brain, the organization is the body, the brain issued instructions if the body can not be carried out, then a good strategy is empty talk. In this sense, after the two wings of Suning Internet Road Map strategy formulation, to truly realize this strategy, more important is to see the organization to cooperate with the strategy of innovation ability. How does su ning design in organizational innovation? How to cooperate with the implementation of the strategy to adjust effectively? In the process of transformation from traditional retailer to modern cloud business organization, Suning is carrying out a renovation project of "fine decoration".

June 11, 2014, Suning Alliance Barcelona Football Club (hereinafter referred to as "Barcelona"), and officially online outdoor sports channel. The focus is not only on the strict and critical Barcelona chose Suning as China's first, but also the only one partner, more people are looking askance at the marriage strategy of Su Ning's organizational integration and innovative ability.

Li Bin, Executive vice president of Suningyun Business headquarters, said, "Su Ning creatively put forward the ' Iron Triangle ' marketing system to promote the development of the nationwide fitness movement, and then to promote the outdoor category of Suning movement." The so-called ' Iron triangle ' marketing system, including Suning's user marketing system, social power marketing system and the national sports 30 points of the alliance system. ”

This will be a huge and sophisticated system deployment, and in addition to marketing system, Suning will rely on the country's stores O2O advantages and cooperation of the resources of manufacturers, through the public social platform to build suning easy to buy sports alliance.

It is noteworthy that to maximize the synergy of the company's resources, to mobilize all the resources that can be mobilized by the company, and to meet the needs of the market through the combination of resources at any time, this approach is not only reflected in the promotion of sports Outdoor Channel This thing above, Suning is pushing many projects above, the organization of flexible innovation Random provisioning of resources can be seen everywhere.

Suningyun Group Co., Ltd. Director and senior vice President Mengxiangxie told the author, "If the strategic transformation of Suning compared to a construction project, then, Suning last year put forward the one-wing Internet road Map strategy is equivalent to complete the construction of the civil engineering part of this year, Suning to do strategic landing, product innovation, is to give this project to do fine decoration. ”

Mengxiangxie said, "for Suning's transition strategy, ' fine decoration ' is the organization's redesign and configuration." Through this redesign and configuration, recovery and activation of each unit's innovative vitality, and ultimately promote organizational efficiency. "As an important embodiment of organizational efficiency improvement, Zhang always made it clear at the shareholders ' meeting in early May that Su Ning had seen the dawning of the straight from the bend, and was sure to reap fruitful results in the autumn," he said. ”

The "general mobilization" of logistics transformation

As the biggest transition case in China's business history, Su Ning's strategic transformation is not only because of the large number of people (Suning has 180,000 employees worldwide, is the largest private enterprise employing most employees), but also because it operates retail goods from home appliances, 3C to the whole category.

There is no doubt that the management of the whole category of goods will bring unprecedented challenges to the transition organizations, like Suning chairman Jindong said, "Su Ning is entering a competition without borders of the era, the original is not rivals to become rivals." At the same time, the mode of competition has become more diverse, Su Ning how to play its own organizational advantages, in the whole category of market competition, the test of the ability of suning organization innovation.

In the O2O era, the biggest challenge to the whole category of retail enterprises is undoubtedly focused on the field of supply chain.

On the one hand, inventory turnover, zero inventory has become a test of the success of the supply chain, as well as the enterprise profitability of the important indicators, on the other hand, the relationship with suppliers and the continuous adjustment of the mode of cooperation has become a test of the enterprise Supply chain innovation capacity of an important variable.

It is not difficult to see the movements of competitors, whether Ali or Jingdong, layout logistics, the emphasis on the supply chain discourse is the important work of the moment. In the country early layout, and has a solid logistics base of the Su Ning certainly will not lag behind.

Mengxiangxie told the author, "Suning last year put forward the logistics open, to do the third party, fourth party logistics, logistics not only to serve for themselves, but also for the merchant service, the logistics as the Internet retail strategy of the most important, its importance to the history of the added status." ”

However, different from Ali, Jingdong more new logistics, especially in the three or four-line city to sink, Suning is more emphasis on the adjustment of the national layout and further optimization based on efficiency.

For example, Suning has 60 large warehouses nationwide, covering all the provincial capitals and more than 300 cities and counties, Suning has millions of SKUs, small goods accounted for more and more, if all small pieces of goods are allocated to the country's 60 warehouses, will bring huge inventory pressure and huge capital turnover costs. Obviously, this is not conducive to customer experience, at the same time it brings great pressure and burden on corporate finance. Mengxiangxie told the author.

Thus, Suning needs to consider a variety of ways to solve the whole category of a variety of goods in the national configuration.

"One way is to put non-standard products, department stores and those SKUs are particularly complex, customers have a demand but small orders of goods on the open platform, by the open platform of the merchant's own management, by the Merchant's own procurement, reserve, sale, return and bear inventory backlog. In the meantime, Suning can export their experience to help these businesses analyze demand, and develop the right software to provide platform for business use. Of course, the above merchants can also rent Suning's warehousing and logistics, such as can rent a few shelves, by Suning's warehousing system to help its professional management. "Mengxiangxie said.

At the same time, Su Ning made another big adjustment is for books, daily necessities, 3C products, change its 60 warehouses in the country to stock the habit, only in 5 warehouses for stocking, that is, 5 warehouse radiation nationwide. This will allow for a successful reduction in the overall inventory stock pressure.

"With this method to solve the stock pressure of small commodities, suning must be clear what kind of goods can be put into these 5 warehouses, what kind of goods are needed in the country 60 warehouses for frequent stocking." This involves very complex calculations, including the amount of sales of a single product, the sensitivity of the customer to the time of delivery, and so on. "Mengxiangxie said.

In fact, to adhere to the transformation of the whole category of Suningyun business, in addition to the reconfiguration and positioning of the warehouse, sales of which goods and the sales volume of each item almost daily also have to carry out dynamic adjustment, obviously this is not the Logistics department can decide for themselves, but with sales forecasts have a close relationship, It also implies that the company needs a sophisticated system of operations and challenges the organization's management.

"We put the head of the Beijing metropolitan area to the headquarters, which is responsible for the construction of the logistics system, is to do a good job." Mengxiangxie told the author.

And in the head back to headquarters at the same time, Suning's logistics department also began to realize the operation of the company.

"At present, Suning's logistics department has independently set up a separate logistics company, which is equivalent to the logistics operation system to provide greater autonomy, according to their own development, and continuously increase investment in order to strengthen the construction of logistics Base." ”

Taking the update of logistics system as an example, Suning is currently in the history of the fifth comprehensive update, that is, from the intelligent, automated fourth generation system to intelligent more complex fifth-generation system to update and adjust to order management function, for example, the fifth intelligent system can achieve the entire category of goods in the warehouse planning.

Not only that, Suning logistics system in the organization appeared in three new departments, a department is "Planning and Design Center", the department is responsible for logistics planning and Standardization of construction, Logistics Base software and hardware planning, design and development, in order to solve the logistics operation of a variety of new problems.

The second department is the financial department, Suning Logistics system has a special financial department, responsible for the storage of each basic unit pricing, this is accompanied by the refinement of the management and the emergence of a change. For example, before the merchant in the warehouse leasing directly will rent a house, but now for efficiency, it may rent is a few shelves, so the financial department to be able to calculate how long each shelf in how much cost, in order to achieve financial refinement and professional management.

The third department is the Order Management Center, if the other departments are horizontally set up departments, then this is a vertical management department. Its management path, from the customer orders to start, until the goods delivered to the hands of customers to order to drive, to achieve the company's overall logistics system control and deployment.

"Special forces" in a large organization

The internet age is an important connotation of the enterprise operation is the importance of "micro-innovation" is increasingly prominent, through the sharp perception of market changes, and constantly to provide goods and services in the way to adjust, and based on the way of continuous iteration, and ultimately achieve the overall strategy of a substantial advance.

For the bulk of the transformation from traditional retailers to Su Ning, the outside world is very concerned about the problem is, Su ning how to break the existing fortified hierarchy mode, to apply the Internet era of flexible competition?

Before, people saw the Haier designed inverted pyramid model to achieve the goal of zero inventory, to create a culture to promote staff innovation, but for the low-key suning, people have only seen its strategic planning, the path to its strategic realization is still much confused and confused.

Mengxiangxie told the author, "This and suning to choose the content of communication, the general management of the content will spread a little more, and in management, taking into account the management system in the release and internal implementation of the possible differences, in order to protect the staff positive and stable mentality, we rarely disclose this content. ”

However, along with the promotion of Suning's transition strategy, this aspect of the content can be openly shared.

Mengxiangxie told the author, "encourage staff micro-innovation is to allow employees to provide reasonable proposals, on the surface, this is not a difficult thing to do, but not from the company level to give incentives can be achieved." The answer is no. Because the micro-innovation needs the corresponding institutional environment, including the organization operation mechanism, the corresponding incentive supporting measures, as well as the enterprise culture innovation orientation, without these, micro-innovation will degenerate into form. ”

Because of this, since last August, Suning has highlighted the spirit of innovation, Suning in the organization and system, began to make greater adjustments and deployment. "In the past, the Soviet Union every year will make a big adjustment of organizational structure, now suning almost every month will have an organizational structure adjustment, more accurately, we are at any time in the adjustment." "Mengxiangxie said.

This adjustment of the biggest performance is reflected in Su Ning is the former large organization into a small business unit, to each Small business unit as a small team, these small teams have their own goals, responsibilities and rights, directly responsible for the customer, Directly changed the major division of labor in the past many posts can not directly face the customer problem.

At the same time, the company headquarters began to form a group of independent companies, for example, logistics spin-off out of the formation of an independent company is a typical case, and for the rest of the commodity Operations department, the use of the business model, such as home Appliances Division, Telecommunications Division, open Platform Division, Mobile Operations Division, and under the Division, There will be many core business units.

"At the same time, with the previous division by the company overall responsibility for its financial, personnel work is different, now, in each business department, will set up a specialized logistics, service, financial and personnel positions, at the same time, each division below will be subdivided into many business units, and a layer of division. For example, there will be a black electricity business unit in the Black Power business unit, and each business group will be responsible for a few brands of black electricity products, so they can see their goals, responsibilities and the effect of implementation. ”

The reason why this design is done in the organization is because the whole category of Suning business transformation needs to face the whole guest group, and the change of the Times, consumer demand is becoming more and more personalized, at the same time, suning business Diversification, category differences and diversification can not rely on a model to promote, suning to achieve fine operation, To achieve a single product marketing, you need to change the previous uniform style of implementation, more emphasis on the need for change.

In the case of regional management, more emphasis is now placed on how to operate better and independently, with clear policies at Headquarters, decentralization of authority, commensurate resources and budgetary support, and a clearer goal of accountability and improved performance.

In fact, for each business unit goal formulation, Suning also adopted a more flexible strategy, for example, for some traditional business units, due to a lot of historical data accumulation, the goal is often top-down layer decomposition, relative to historical data more than 10% of the growth will have a big reward. For some new sectors of E-commerce and new categories, their goal is often bottom-up development, the target system involved in a variety of indicators, some may be the SKU upgrade, some may be the increase in traffic, some may be the growth of the category share, some may be UV, some may be PV, In the different stages of category development, the targets involved in the target will be greatly different.

Suning's image of these small business units as "special forces", they have their own responsibility, and began under these responsibility to promote a project to be able to provide consumers with better service, performance growth as the goal of innovation. In fact, this means that Suning's management model is undergoing tremendous changes, the past Suning more concerned about the implementation of the process, but now their first concern is the goal, is performance, followed by the process.

Of course, in order to encourage these innovations, Su Ning and more targeted to clear the composition of staff income, in the early this year, on the basis of a sharp increase in wage standards 17%, April announced this year's bonus incentive scheme, the overall bonus income will be up to 12 months of wage standards.

Suning this year launched the "free film" as an example, it was originally made by two grassroots staff of the initiative, and later Suning will be extended to the country. This case made Su Ning realize the importance of encouraging micro-innovation, for the grassroots staff to give rewarded incentives.

Mengxiangxie told the author, "At present, the activation of the innovation culture has begun to play a role, we believe that the improvement of organizational performance will ultimately lead to the promotion of performance." ”

"Jigsaw puzzle" within a large organization

Suning's goal is to build the largest domestic category line under the retail platform, and this year's reports from consultants such as McKinsey also point out that professional O2O portals may be more popular with the fragmentation of shopping time in the mobile internet era, and that the O2O platform of the entire category will eventually leave 1~2 home, Facing the potential competitive pressure of the whole category retail platform, Suning inevitably has to shorten the time cost by acquiring professional website or retail entity.

However, after the merger, how can the enterprise play the biggest synergy effect, test the Suning organization management ability.

For how to integrate these diverse business, Mengxiangxie told the author, "Su Ning in the target acquisition will mainly take into account the strategic layout and business development in the framework of the role of the big."

Su Ning buys PPLive as an example, Su Ning will provide the resources support according to their different demand. PPLive more focused on video and other virtual business, this aspect and Suning's home internet layout is very fit, but pplive lack of channel resources, and Suning line of nearly 1600 stores for the PPLive box to promote the rapid popularization of the market.

Suning to buy red children and full network for example, the two companies and suning business coincidence degree is relatively high, so that can better use Suning's resources bigger. Red children can better to the country, and full network focus on life service business, more emphasis on the characteristics of localization, can rely on Suning's store platform to promote.

However, to achieve synergy of resources, information to get through is very important, suning internal department is huge, mergers and acquisitions of enterprises to the resource docking within a short period of time do not know what department, who is responsible for. In this case, Su Ning will usually run the president's plan secretary, the plan secretary will daily to the Suning headquarters for information feedback to maximize the coordination of resources.

In addition to providing resources to the acquisition of enterprises, the acquisition of the biggest goal is to achieve the "1+1>2" effect, the suning for the acquisition of the company designed a lot of cutting-edge topics, each subject is a small project, only Suning and pplive have more than 20 such topics, Su Ning will hold a regular docking meeting with them to explore the rational use and distribution of resources.

"Including our Silicon Valley Research center in the United States, there is also regular communication and deployment of resources, but they are deploying technology applications, that is, what technologies are found at Headquarters and what are the new technical topics that will allow Silicon Valley research centers to see if the world has these advanced technologies, can be implemented. They are also moving back to headquarters on the latest technology related to the retail industry. "Mengxiangxie said.

In this way, suning in the internal and external organization system, to create a flexible operation of the building blocks or "jigsaw", they rely on the headquarters of the resources continue to grow and develop, at the same time, these tiles are often not a single point of the layout, on the contrary, when the time is ripe, suning will be a whole industry chain of these pieces of the model.

In fact, this is just the Su ning "puzzle" game secret, when this huge body splits up again, no one can think of how great the value or efficiency this new organization can create, no doubt, it will give people unimaginable surprises, like Suning's new building, where you see the big "SUNING" Standard, originally is Suning's internal corridor and creative area.