Xiaoping: The core values of enterprises will eventually become the core competitiveness of enterprises

Absrtact: Xiaoping: Great companies have a soul Xiaoping about the beginning of the new Oriental, as well as Nike, Disney, Harley, Coca-Cola, Apple and other typical enterprises analysis: great enterprises have a soul. According to the founding of the Fund

Xiaoping: Great companies have a soul

Xiaoping about the beginning of the new Oriental, as well as Nike, Disney, Harley, Coca-Cola, Apple and other typical business analysis: great enterprises have a soul.

According to the Xiaoping founder of the foundation in 2012 years of the annual meeting of the founding of the state.

Entrepreneurs, China's most talented group of people, with their own dreams to do one thing, gather a bunch of people to do something. He will gain material wealth, freedom of money, but this is far from enough, the core of what he will gain? The freedom of personality, the freedom of spirit, the freedom of thought, he pursues his dream in his own world, with a team of people to achieve distant goals, and finally to freedom.

Great companies have a soul. The reason why the great enterprise is long and green is because they all have a kind of inner spirit strength, can support them through hardships, meet various challenges, finally ascended the other shore of victory, so great enterprise has soul. But the question is, what is the soul of the enterprise?

Enterprise's soul is the core value of the enterprise, what you sell is not important, what you do is not important, you have no real value, a pursuit, a different thing, the core values of the enterprise will eventually become the core competitiveness of enterprises.

To know, no matter what you do different, differentiated competitive products, differentiated competitive services, will always be imitated by others, plagiarism, right? What patterns cannot be replicated? This is your spiritual core, you are different from people, a unique concept, values, ideas, dreams, ideals, this is the soul of the enterprise.

How to make the enterprise unique, evergreen, really become a change in Chinese society, make the world a better institution? When you start, there is nothing. No money, my flesh can not live, but also what soul?

Does the start-up enterprise want the soul? So many enterprises, China's internet Only three giants, at most 18 arhat, right?

The Big Three, eight King Kong, 72 arhat, you think, 10 inside really can do down to two or three, and really can do well, big, 100 inside that is 35, so the start-up of the Enterprise to the soul? Every great enterprise actually has such a gene at the beginning.

Let me tell you our own story. At the end of 1995, at that time, the new Oriental is 35,000 people, the charge is 200, 300 yuan, Yu Yu one year is the total income of 3 million or 5 million RMB, this is very small company. Later, Yu Hong Lai See me talk to me about new Oriental, he is talking about learning to come to the new Oriental, tell the story of the teacher, the teacher told the life, the teacher said humor, back home, parents feel is the new Oriental degree of action changes, thinking of change, moral change.

This thing makes me feel refreshing, just a counseling agency is not enough to attract me, but it is a spiritual, cultural, conceptual things, let me feel that the most backward students in Peking University finally can be impressed. The soul of the enterprise, the soul of the new Oriental, the spirit of the new Oriental is the soul, this is the first to give me a deep impression.

Of course, as you know, this kind of thing attracts me to return to the new Oriental, people like Wang Qiang came to the new Oriental, gathered the world of excellence, cultivate a generation of the most outstanding Chinese youth, so a business no matter how small you are, you must start to influence, when you start the first day, the soul must have an ultimate goal.

Next I will focus on three more great businesses.

Nike, what do you want to do, this is not freedom? Want to start a business, want to change money, want to go bankrupt bankruptcy, even after the bankruptcy of business. The United States failed to start a business, and then failed again, until the demise, or until the listing, you do not go this way, to go is not return.

Disney, are you happy? Every child has a Disney heart, has been to that is the case, but it is a kind of happiness of temptation, represents the hearts of each of us think of the fairy tale life, dream of life pursuit. There is no impossible, this sentence at that time had an impact, you have to have such a spiritual belief support.

Harley Davidson, it has two slogans. First, I was born in the United States, but I chose to rebel. This is a patriotic song in the United States, the popularity of this American song is the same as "flag". The second, where I grew up, where I was born and where I chose to be. Because the United States is an immigrant country, both Americans born in the United States, as well as immigrant Americans.

You see, a small motorcycle company is not too big, but it holds the American spirit tightly. The President of the United States is more than one young, always challenging the last term, and finally the United States has always been young, leading the world.

I'll focus on some of the other great companies.

First, Coca-Cola. What is Coca-Cola's first slogan? 1886 is called "Please drink Coca Cola". 1923 is called "Enjoying life". But what was it called in 2009 years? Open Coca-Cola you opened the happiness, I drink not cola, brother drink is happiness.

The next great enterprise, Apple. When 1977 was just born, its slogan was to bite a mouthful of apple (bite apple), bite and bit is a word, this is good. But 1984 is called "Do different computer", so we are all the same computer now, this is the soul of the enterprise is different, you are independent of the special line, break the stereotypes.

In the last 1997 years, Apple's greatest advertisement, called "Different", is related to what? It has to do with people's thinking values, and human choice, when you want to buy a computer, a mobile phone, you first think of the apple, because it has such a distinctive corporate soul, so that everyone think different , and eventually Apple ruled the world.

Someone asked me, what is the core values of new Oriental? In the real peace era, people-oriented, when the scientific development, you want to go abroad, you want to emigrate immigrants, want to start a business, want to divorce also can divorce, want to roast pork on the roast pork. The Enterprise soul of New Oriental, is through such a thing, we changed each person's ego consciousness, changed each person's self-awareness, but no longer is individualistic, selfish, lowly.

Just like our sun, everyone in the new Oriental classroom into, and then go out, go to the sun, he felt like sunshine, this is the company's soul, the core values. Around the slogan of the new Oriental, we achieve a series of things, because the soul of the enterprise is only a gene, a word, a concept. That new Oriental is how to build our corporate soul, our corporate culture, our entire brand image?

Mr Yu's speech was all about the tragic story of his life. Wang Qiang, speaking of the University of English as the Secretary of the Youth League, the Department of English gifted students, to the United States how to become a computer engineer. I am talking about the new Oriental students come to me, how dejected, singing and dancing and go, like Shong come in, like me out.

In the 21st century, the slogan of the new Oriental changed, from despair to find hope, become language is power. The slogan is equivalent to what Francis Bacon said in 17th century, when you knew how to do the engine, but now this Chinese manufacturing has proved that knowledge is not enough. What's important?

In the age of globalization, language is power. Globalization, what do we emphasize at this time? Students ' ability to communicate, to communicate, to demonstrate, to negotiate, to build money, right? and the ability to attract your customers and attract your employees. When the company has no money, you can keep your core people, so language is power.

If we are looking for hope in desperation, this time we cultivate a kind of talent that Chinese competes with Chinese, right? Language is power, training is the ability of Chinese to compete with the world, when we go there, you can English I also can English, I Chinese you will not Chinese.

I just came back from Latvia a few days ago, and I went to Latvia for some reason, and in Latvia, there were 4, 5, 20-somethings very beautiful sisters who spoke fluent Chinese, and one of the girls was not only fluent Mandarin, but also fluent in Shandong dialect. To know that language is power, such a concept is really also in Latvia such places have, prove that we suddenly grasped our soul, our mission.

Here is the soul of the enterprise-invincible magic weapon.

The soul of enterprise, in peacetime cohesion staff. If the employees because of poor wages, you will say how this person is so vulgar, our common ideals how to forget? With the ideal instead of money, can play a greater cohesion of staff strength. For customers, he chose you to agree with your beliefs, so he consumed you, he consumed is also his own, if you are the core values of enterprise soul interpretation to a height, then there will be major problems.

I first told the story of the New Oriental, in 1999, the United States bombed the Yugoslav embassy in China, when the slogan was played down the new Oriental, down the United States, the lackey of Mr Yu, this time how do we deal with? Critical moment if you don't have a soul, you crumble.

At that time I said, backward will be beaten, so we have to be strong, we can only learn from the United States, can only come to the new Oriental TOEFL 1+1, the more hit us we will come to new Oriental. The Chinese nation will have hundreds of millions of young patriots to defend the Chinese nation from strong authority, we also need tens of thousands of "Patriot missile", which country dare to bully such a great people.

This is a great scene in the history of corporate culture, so when your business encounters this Hein crisis, what you take to rally your team, you attract your customers, to defend your career and dream.

Several other crises I also said two, in the ETS litigation in the new Oriental, the new Oriental is indeed pirated, we do piracy, OK, this is a very shameful thing, but the theft will be stolen, how to do? Right, lose money, compensate people, right? If you want money, you have a life, and Mr Yu is not worth any money, So we found ETS a soft rib, it has published its teaching materials all over the world, only in China do not publish.

New Oriental in this angle, personal patriotism, we said such a sentence, we said that the new Oriental is the only training center for TOEFL 1+1, and ETS Global publishing its materials, only in China does not publish, for the ideal of China's future, New Oriental hell who below? In other words, we do not pirate pirates.

Enterprise history has a lot of helpless moment, and ultimately ensure that you can walk through these Gougou, rushing through the waves of things, is the ideal of your heart, the ideal of customer identification, team identity ideal, this is the soul of the enterprise. This is the great meaning of the soul of the enterprise.

Finally, I say, how to form the soul of the enterprise. I ask you a question, why start a business? In order to make money, in order to get out of trouble, but after you make money, what about after you get the money? Think about how many rich people live, how many successful entrepreneurs, they are 30, 40 years old, you have what kind of new pursuit? This is the root of your business soul search, If there is something more sublime, and this noble thing may be the source of your soul.

So find from your own ideals, look for the customer's expectations, and finally find your responsibilities to the community. You know, our business is not independent, when you make money means that you create value for society, this value is each of us.