Successful company case 1
10 Japan's economic recession has become an indisputable fact, but little known is that the operating conditions of Japan's automobile industry are generally optimistic, especially the profit of Toyota Motor Corporation's operating projects will exceed 1 trillion yen, which is not only the highest record in the company's history, but also the highest record of all Japanese enterprises.
Sichuan Toyota, which sold 2,500 Costa cars when it was put into production, is one of them. Recently, the reporter had the honor to interview Mr. Yoshibei Kuangzhi, general manager of Sichuan Toyota Motor Corporation, and visited their factory. Strict quality management, safety management and talent management and many other nuances make the author call people directly? Dong Fangbubai? There is a lot of perceptual knowledge. In order to better provide employees with learning opportunities, enterprises can train various types of enterprise trainers or trainers, and train all employees in a follow-up manner.
See management for details.
China people may be used to it? Freedom? , not big? Follow the rules? You can walk freely on the road, but in Toyota, Sichuan, the reporter was euphemistically criticized. According to the safety management rules of Toyota in Japan, lanes and sidewalks are strictly separated. Especially here is a car factory, and cars will come and go at any time. In order to ensure personal safety, pedestrians are forbidden to walk in the driveway, which has become the conscious behavior of Toyota people in Sichuan. Even when there are no cars coming and going on rest days, they consciously walk on the sidewalk, which is in stark contrast to the reporters walking around unscrupulously. They told reporters that their factory in Toyota, Japan, heard that many old workers have been working for decades. Follow the rules? Such a big factory will not go to the wrong place with its eyes closed, and of course nothing will happen. After entering the workshop, the reporter learned to be smart this time. First, he asked about the safe walking rules in the workshop. Sure enough,? Can I take the green channel? . A green line was drawn on the ground of the workshop for employees to walk. For safety, everyone in the workshop consciously takes this safety line, don't they? Crossing the line? People. That means Toyota's safety management? Moisturize things silently? , has been transformed into the conscious behavior of employees. For how to train enterprises, you can browse the training mall channel of Times Guanghua website, where you can choose the topics and contents you want to train.
Toyota has an area in every workshop in Sichuan, which is dedicated to hanging some paper with blackboards and even ropes. Most of them are quality management in every step of the process, but what attracts the attention of reporters is a piece of advice on quality assurance, efficiency improvement and cost reduction in production. On a piece of paper, a workpiece is clearly drawn, which is likely to be fragile and needs to be replaced frequently. In practice, workers found that the vulnerable part of the workpiece is only the head, so the head of the workpiece can be replaced separately without replacing the whole workpiece at all, which will undoubtedly reduce the cost. According to reports, workers are very enthusiastic because they are encouraged to constantly put forward constructive opinions in production. For practical and approved new technologies and methods, inventors are given different levels of material rewards according to their benefits.
The reporter learned about the three essences of Toyota introduced by General Manager Gilbert from this little incident. First of all, as we all know? People-oriented? This? People? Including customers, employees and even the whole human race; What's the second one? Quality first? The price of a car can be high or low, but there is no difference in equipment and quality. What about the last one? Save? In various ways? Intercept? Reduce costs and maximize benefits. Some experts believe that the greatest contribution of the Japanese to the automobile industry last year was to create? Accurate mode of production? . This precise production mode is to control and manage every link of automobile technology development, engineering technology, procurement, manufacturing, storage and transportation, sales and after-sales service with a refined attitude and scientific methods, so as to achieve the goal of creating maximum value with minimum investment.
Use talents in an eclectic way.
In today's era of knowledge economy, how to select, use and train talents is a serious problem faced by every enterprise. Some enterprises employ people with high academic qualifications, thinking that the higher their academic qualifications, the stronger their ability. Recruitment qualifications have risen from junior college to undergraduate, and now even undergraduate is not enough, and postgraduate education is needed. However, Toyota in Sichuan is not. General manager Gilbert told reporters that he thought it was meaningless to have classes in the classroom from the perspective of talent training. The sales leader said that she told her subordinates by words and deeds. For example, when writing a promotion report to the agent, she wants him to think about how to be concise, help them correct the key points and practice more times. If you practice well, the company will give you high evaluation, which means high reward. And all this is not trained in class.
Successful company case 2
Speaking of Renhe, you may not know much about it, but I believe you are familiar with their advertisements, such as Chen's advertisement for cold medicine, his children's advertisement for Youkadan, Jay Chou's sparkling eye drops and Fuyanjie. What did Renhe's past success depend on? It is by desperately advertising that advertising is deeply rooted in people's hearts.
For example, Fu, the earliest image spokesperson of Fu, was not actually a flute. Why didn't Fu become their spokesman? There is a joke in the middle, which is also true. Once born on the elevator, a man saw him say you paid, but in the end he couldn't remember what to pay. Finally, he said, you must be Fu.
As a result, the flute player really wanted to find a hole and quickly got in. Because I didn't expect him to advertise all day, which made the brand deeply rooted in people's hearts, everyone couldn't remember his name, but called him Fu. Later, I met the big boss in renhe group, and he said, I'm really sorry, but I can't be your image spokesperson anymore. Although this is a joke, it reflects that the brand once relied on advertising marketing. But starting from 20 12, you will find that there are a lot fewer advertisements for people and people, because the advertising model has begun to fail, or the input-output efficiency is not proportional.
Later, Renhe used many marketing methods. At first, the brand was king, then the channel was king, and then the terminal was king. Finally, this year, he proposed a strategic transformation to win in the cloud. This kind of strategic transformation is brand-new for traditional enterprises, and what to do in the past still stays at the marketing level. Today's Internet transformation is at the strategic level of the whole group. This strategic level is personally grasped by their big boss, general manager Wen Yang Yang Long. Now he spends more than 99% of his energy on the Internet.
I have had dinner with Yang Zong every week since last April. At first, I didn't have a clear goal. We just want to know how a big company like Renhe has changed the Internet. At that time, everyone had no idea. They think the company has a lot of resources, but they haven't figured out how to use them. The core idea at that time was the concept of users. Renhe sells hundreds of millions of bags of Youkadan and Fuyanjie every year. How can we turn consumers into our users?
Later, we finally thought of a way, starting with the product Youkadan, whose function is to cure children's fever and cold quickly. We thought, is there any way to keep children from having a fever or catching a cold? It is difficult to make a fuss about medicine because of a fever and a cold. Let's think about this problem in reverse. Why does the child have a fever and a cold? I basically kicked off the quilt at night and caught a cold.
How did we solve this problem before? I believe that most people, like me, sleep lightly when they sleep with their children. We need to see if she kicked off the quilt. If she has kicked it off, cover it up quickly, wake up five or six times a night, and get dizzy in class the next day. Later, she asked her grandfather to sleep with her, but it was really unkind.
However, is there any way to make adults sleep well, and we can know immediately when children kick the quilt? We have come up with a method called Intelligent Youkadan, which consists of two parts, one is an intelligent thermometer and the other is a reminder device. The thermometer is attached to the outside of the child's navel. We found that no matter whether it is winter or summer, as long as the temperature of the child's navel is lower than 25 degrees, the child is easy to catch cold, so we set the temperature to 25 degrees and began to call the police.
At first, I wanted my mobile phone to call the police directly through Bluetooth signal. It turns out that this method is not good and will wake up the family. So I improved it and used a bracelet. The Bluetooth signal was sent directly to the bracelet worn by my father. Once the thermometer temperature is lower than 25 degrees, the bracelet will automatically alarm, which will only wake up dad and mom can continue to sleep.
In this way, our original problem is solved, and we don't have to worry about whether the child kicked off the quilt as before, because once the bracelet calls the police, you can wake up even if you sleep deeply. With this thing, you can sleep in peace. Solved a big problem for parents. This process is to turn consumers into users and let users use your products every day.
Next, there is another question. What should the child do if he really has a fever? We have another way. If you really have a fever, the mobile APP will give you various solutions at this time. For example, if your child has a fever of less than 38.5 degrees, there will be a doctor on the APP to communicate with you and tell you how to cool down physically, such as wiping your forehead with alcohol and telling young parents these common sense. If the child's fever exceeds 38.5 degrees, communication is useless, and the doctor will tell you to give the child antipyretic drugs.
So Renhe has launched a very valuable product called Dingdang Express Medicine, which now covers more than 20 cities across the country and can deliver the medicine to your home within 28 minutes. One midnight, the child had a fever. Less than 20 minutes after I placed the order, they sent the medicine to my home. This experience is the ultimate. For users, they may go out to find a pharmacy for a long time in a snowy night, but they can deliver it to your home in a short time.
What is this? This is the user experience, a very good experience.
In the past, we sold countless products, but we didn't know who these products were sold to. Now Youkadan can easily turn consumers into users through such a simple and practical small product. This is the same for Renhe, and Internet products will also bring the problem of Internet valuation.
The value of a child user 1000 USD. If Renhe sells one million Yucatan and brings one million users, it will be 10 billion dollars. How much is this? For Renhe, its channel is more powerful than 36 1 degree. Renhe has 100000 terminals all over the country. If a drugstore sells100, it will be 1000 million. If all of them are converted into users, it will be10 billion dollars. If this traditional company can focus and then turn these into valuable users, then its market value growth rate is completely different from our past.
You can imagine how horrible this traditional company would be if they really knew the Internet. This kind of company with a market value of 100 billion yuan was difficult to do in the past. But in the winner-take-all Internet era, once this thing is done to the extreme, there is actually no second or third chance.
Dangdang Express Medicine is not the earliest O2O in the industry to do medicine, but it is the most difficult to do because they have traditional resource channels. At the beginning, renhe group invested more than 2 billion yuan, and now the whole valuation is more than 3 billion yuan. Renhe Pharmaceutical's listed company issued 3.9 billion yuan to acquire some offline pharmacies, including some B2B channels, to further integrate this thing. Therefore, such listed companies, after truly understanding the nature of the Internet, have much greater advantages than traditional Internet companies in doing these things. In this process, other O2O drugs have little chance to be launched.
Renhe only took half a year, and the number of users exceeded 2 million. Now Ali and Tencent are looking for their cooperation, and in these processes, a positive cycle has gradually formed. Because they will find that traditional enterprises can also do the Internet. They used to think that the Internet was too far away from them. I didn't expect that after doing the Internet, people would pay so much attention and the success rate would be much faster than in the past. It may take a year or even half a year to start a billion-dollar company. This thing has never been seen before.
Now there are almost more than 20 cities in China, and thousands of pharmacies cooperate with them. They started to do distribution again. In the process of delivery, they found that they used to rely on salesmen to send orders one by one. Now they have developed an application that allows store managers or shopkeepers to place orders on the application. The whole distribution efficiency becomes very high. They felt that the service they provided was very good, so they got through this service and became a pharmacy that was not Renhe, or a pharmacy that cooperated with Renhe.
On the surface, it is just distribution, which actually solves the problem of brand entry to a greater extent and helps brand manufacturers to better distribute to some terminals. Therefore, many big brands, such as Xi 'an Jansen and Harbin Pharmaceutical, are thinking about how to cooperate with them. This kind of cooperation is actually a win-win situation.
Renhe also extended the entire upstream and downstream ecological chain on the Internet through this. In fact, it is an M2F, that is, raw material procurement. More than 260 enterprises do collective procurement, which not only improves the quality, but also reduces the cost of the whole procurement. In this way, after they opened up the whole industrial chain from raw materials to end users, the competitiveness of the whole company was greatly increased.
In the past, many people thought that I used the Internet as a tool, and everyone just used IT to build an IT. What is the biggest difference between Internet and IT? Many companies are using it now, and it is for internal use. For example, Renhe made an internal distribution system, which was only aimed at internal stores at first. Later, he found that this thing can also be used for external use, so it was opened, which became an internet concept. This internet concept will gradually become the concept of users.
The pattern is completely different. Profitability depends not on the price difference and distribution of products, but on various products displayed and recommended on the terminal. Such an industrial chain is opened and directly connected to the users of the terminal, so the whole efficiency becomes very high.
This is to share with you a successful case of renhe group's transformation through the Internet. There may not be many listed companies in China A-shares that really understand the Internet. Renhe is one of the people who really do it with the thinking of the Internet and succeed.
Now many enterprises are learning from this model, and everyone is exploring it. Every enterprise may have the same idea, but each enterprise does it in a different way. Therefore, every enterprise must combine its own advantages, make good use of resources, and successfully transform consumers into users through various means.
Successful company case 3
Although Ma Yun and Alibaba have not made any major scientific discoveries, they have created new business models and business miracles in China, and they are well-deserved innovative entrepreneurial leaders in China.
In a speech originally called "The Source of Innovation", Ma Yun admitted that he could not give the law of innovation because innovation was not designed. And his own innovation experience was also? Forced? Get out. The following is an excerpt from his views:
Ma Yun: I never use consulting companies, and I seldom pay attention to what scholars say, because their theories are all summed up afterwards. Innovation is definitely not designed in advance, step by step according to the picture. Innovation has no theory, no formula, just solving problems one by one. I believe there are a thousand questions and a thousand answers in the world.
/kloc-at the end of 0/994, when I was surfing the Internet in the United States, I found that there was no information about China's products on the Internet at that time. At that time, I had a confused idea, hoping that one day I could put the information of China enterprises on the website for foreigners to check and let foreigners work for China enterprises. Back in Hangzhou, I consulted a large number of teachers, and they all opposed it. I invited 24 students from my evening school to discuss at home. After two hours of discussion, 23 people objected. Only one person said that you should try, so I decided to try. When I registered a company in the Industrial and Commercial Bureau, it took me more than an hour to explain what an Internet company was. The staff said it was not in the dictionary, so I built the first computer information service company in Hangzhou. This is the company where I started my business. At that time, smart people didn't want to come to our company, as long as they weren't too disabled to walk, they all confessed. After listing, I found that all the smart and capable people who joined the company started their own businesses or were asked to leave by headhunting companies. On the contrary, what about those that don't? Smart? Some people stayed with us for so many years, but we succeeded. If you say I succeeded, it's because of persistence.
From the beginning, we decided to help small businesses through e-commerce, which seems to be successful today. If you want to ask me, how can Alibaba be so powerful and predict e-commerce so early? I have to tell you, in fact, we had no other way to go at that time. At that time, there were only three kinds of brokerage models: being a portal, having no money and no resources; Game website, I don't want children to soak in the game; So I can only do e-commerce.
Alipay, now it seems to be a very successful innovation, but in my case, it is also being? Forced? Get out.
Taobao was very busy at that time, but there was no way to trade. The status quo of online honesty in China forces us to solve the payment problem. However, this matter has to be approved by the state. Shall we do it or not? Large state-owned banks are reluctant to set foot in this field, but if they don't, foreign banks such as Citibank and HSBC will. At the meeting that year, I heard a leader say: What makes you innovate and make decisions about the future? That's a mission. ? So I said to my colleagues, shall we do it? Alipay? . But I will report to the central bank and other relevant departments on how we do it every quarter. Do it cleanly and transparently.
Alipay's model is not innovative, even stupid, right? Intermediary guarantee? . You buy a bag, I don't believe you, and I dare not remit the money, so I put it in Alipay. After receiving the parcel, the intermediary will remit the money if you are satisfied, and notify the intermediary to refund the money if you are not satisfied. When talking about this idea with scholars, they said:? That's stupid. This thing existed hundreds of years ago. It has long been eliminated. Why are you still doing it? But we don't want to create a new business model, just to solve a very realistic problem. As for whether we are innovative in technology, that is not our concern. A few years later. Blind people ride blind tigers? Today, the number of Alipay users has exceeded 560 million.
I never talk about it? Mode innovation? Because I can't plan the style for each of my companies on the first day of my business. I think our model is? Demand? What comes out: adjust yourself according to the customer's needs, even what he wants. Let's adjust. Many people say I'm smart and have a plan, but I didn't plan it. I just watched the direction and went down.