On October 16th, 30 hours of trekking, Dr. Rena Bischoff finally came to Shunde, Foshan, Guangdong, from the headquarters of the KUKA Group in Augsburg, Germany, where the headquarters of the United States is located.
Last year, Midea Group (000333.SZ, hereinafter referred to as 'the United States') spent 3.7 billion euros (about 29.2 billion yuan) offer to buy Kuqa Bacheng stake, holding a total of 94.55% stake.As the headquarters of the research center, Bischoff was invited to participate in the United States in the middle of October, and with the United States to explore the next step in the development of the robot business matters.
The German said that China has undergone tremendous changes in the past 20 years, from the streets of the bike into a car everywhere.Chinese market is so important that the ticket to China is difficult to set, his turn from Dubai, Beijing To Shenzhen, and then hit the car to Shunde. 'So hard, or determined to the beauty of the warm welcome, it likes what we do, see how the two sides cooperation'.
With the acquisition of one of the world's four major robotic companies in Germany, the United States is from the home appliance business to transnational science and technology group transformation.Mixing Central Research Institute Vice President Xu Chengmao said that the United States and the brand globalization, there is a section of technology, globalization has obvious progress.
A month ago, China's other white goods giant Qingdao Haier (600690.SH, hereinafter referred to as 'Haier') held its first single-mode international forum at its headquarters in Qingdao, from Japan AQUA, New Zealand Feixie Parker, Home appliances and other representatives, about the change into the Haier family after the story of the last year, Haier to 5.58 billion US dollars (about 36.6 billion yuan) acquisition of the US GE appliance business, the completion of the global strategic layout.
In the first half of 2017, thanks to the completion of the delivery and consolidation of the overseas acquisition projects of the German KUKA, GE, and so on, the United States, Haier's operating income achieved a high growth rate of about 60% and entered the global operation stage.
At present, Haier, the United States have nearly half of the assets and income from overseas, more importantly, they have basically completed the globalization of the brand layout, the formation of global R & D resources and supply chain network this year, they completed many overseas acquisitions , To speed up from the product output, to the brand output, management output changes, played a multinational company transformation march.
China's mechanical and electrical import and export Chamber of Commerce Chamber of Commerce Secretary-General Zhou Nan to the first financial reporter said, Haier, the United States cross-border mergers and acquisitions, on the one hand for the target market, such as Haier acquisition of GE home appliances mainly aimed at the US market; the other hand, The acquisition of KUKA to enhance the smart manufacturing capacity. 'China' s home appliance products to go out of the mission has been completed, the current entry into the Chinese brand and China 's innovation to go out of the new era.
Transnational cultural integration story
Ten years ago, TCL Group in 2004, the acquisition of France's Thomson TV business, Alcatel mobile phone business, opened a large-scale overseas mergers and acquisitions of Chinese household electrical appliance enterprises, and now, after more than 10 years of exploration, Chinese enterprises to acquire developed countries Business, from the mentality and practices are more mature, more respect for each other, learn from each other.
On September 20, Zhang Liemin, chairman and chief executive officer of Haier Group, said that the Haier people's single-mode and overseas culture of different subsidiaries had achieved the 'salad style From the Japanese Sanyo, pay attention to the spirit of the team, do not sleep have to dry out, after the introduction of a single model, to enhance user orientation, to achieve losses; New Zealand Fei Xue Parker, pay attention to the spirit of artisans, combined with a single model GE has 120 years of history, attention to the spirit of the contract, each step detailed requirements, but today requires non-linear management, the new GE home appliances have the courage to lead, but also to promote small micro-enterprise change.
Haier 'people single one' (refers to the staff, one refers to the user needs, people are single and the staff directly face and meet the needs of users), small micro-business model, has been rooted in foreign countries, germination in the acquisition of Japan's Sanyo Motor Southeast Asia refrigerator, washing machine business, Haier in Japan business also introduced a small micro-business management model, such as commercial washing machine business set up a small micro.
In the first phase, AQUA has developed a high temperature de-mite and ozone sterilization equipment, as well as washing the pet supplies of the machine, to improve the sales of commercial washing machine.Part II, the AQUA intelligent community to wash the small micro-autumn Ma Cheng said that the first stage, AQUA build a network of things cloud platform, the user can see the machine at home operation, receive the end of cleaning information, the owner can remote operation.
The third stage, evolved into a business platform, providing location, business district analysis, consumer age income and competitors and other information, but also for financial leasing in Japan has 1,600 laundries using AQUA smart laundry platform, AQUA industry Share from 30% to 75% .In the next step, the introduction of foreign partners to expand the ecosystem, to seize the user waiting for the laundry process to buy things, eating business opportunities, the next three years, ecological revenue accounted for 30% of total revenue.
In the future, AQUA will be in the form of small micro, open up the United States, South Korea, Singapore, mainland China and other overseas commercial laundry market, to achieve the development of double.
GE has been a model for global business learning, GE appliances (GEA) how to import from China's new management model?
GE's home appliance factory, formerly a production line, now offers creative space, First Build, a oven that baked pizza for two minutes. Employees can produce ovens here in the afternoon, evening or summer, and are flexible production lines.
First Build small micro, the former technical director Wen Carter admitted that in China's large enterprises, employees invested funds, holding a certain stake in the company, the outside world that a large enterprise endorsement; but in the United States, may be considered large companies to control small So, GEA President and CEO Kevin Nolan said that in the small micro-enterprises, the company holds the number of shares, employees hold the number of shares, still need to balance before GE home appliances business without personal gains, and now employees equity incentive The details have to be finalized.
Not only the incentive mechanism, GEA management methods have also changed.Vincent said, into a small micro-enterprise, the meeting, the instrument becomes less, more concerned about the business, more efficient. GE dishwasher industry vice president Cynthia Fan Ning also said that a month ago, one day to make a report, spend a lot of time to do PPT, now do not do PPT, we really talking about the market; the key small and micro enterprises are flexible, more responsive to the market so that the transition process in , Employees are passionate about change.
GE's home appliances will be the third of the Executive Committee after the departure of the original executive committee, 'the next step, GE appliances will promote the Internet of Things era to the user community as the center of the strategic transformation, including the establishment of Smart home appliances ecosystem, the expansion of custom factory and to large data marketing transformation.
In addition to New Zealand, Australia, in Australia, in North America, Europe and Asia, the world's largest global presence in New Zealand, in addition to New Zealand, Australia, There are 26 business units and 10 virtual small companies in 50 countries around the country. 'The implementation of a single mechanism in different countries and cultures is also a challenge for us.'
In 2018, Fischer Parker will launch new kitchen products in the world.Stuart Broadhurst said, 'have the ability to use Fei Xiao Parker's small micro to create a high-end lead products, because the use of a single model can continue to innovate. 'Fischer Parker's new technology with Haier's platform, manufacturing scale, brought the first drum washing machine sales in Australia; 2017 Fischer Parker's revenue in North America increased sixfold, global revenue increased by 88% An increase of 26%.
Cross-border mergers and acquisitions, but also bring synergies in the first half of this year, Qingdao Haier overseas business income of 35.083 billion yuan, an increase of 150.4%, overseas revenue accounted for 45%; original overseas business (excluding GEA) to achieve income of 12.58 billion yuan, Also increased by 19.7%, indicating that Qingdao Haier global operations into the performance of the harvest stage.
Which is mainly due to Qingdao Haier in the global procurement, supply chain, R & D platform and other aspects of cooperation. Qingdao Haier global material database has entered the system construction stage, the global manufacturing advantages of resources are shared, the establishment of a global mechanism for intellectual property sharing and Global COE (Competence Center) program, on-line global R & D information sharing system, to achieve new product introduction process and engineering language unity, to further enhance the efficiency of research and development.
As of the first half of 2017, Qingdao Haier's foreign assets of 62.73 billion yuan, accounting for 44.9% of total assets; Haier overseas business nearly 100% all from its own brand.Currently, Haier has established a top ten research and development base in the world, 24 Industrial park, 108 manufacturing centers, including 8 overseas research and development centers, factories 54, in the overseas market to form a 'research and development, manufacturing, marketing' trinity '' localization of the layout, overseas production capacity of 20 million units, can quickly respond to local demand.
This year Haier global brand matrix officially unveiled by Haier, the United States GE Appliances, New Zealand Fisher & Paykel, Japan AQUA, Casa Dili, commander of the six major household appliances brand strategy of global collaboration to achieve the global market and community coverage. President Zhou Yunjie said that the next step will be a single model will be copied to Haier in the world more than 160 countries in the business.
Integrate global R & D resources
The United States this year has also basically completed the distribution of supply chain and R & D resources in the world.
Last year, the United States acquired a number of overseas companies, including one of the world's four major robotic companies in Germany KUKA Group, Japan's Toshiba home appliances, Italy Clivet, Israel Servotronix (high), North America Eureka. At present, the United States has about 13 million employees, about 200 subsidiaries and 11 strategic business units, and this year, the United States have successively in the United States Silicon Valley, Japan, Singapore and other places to set up research institutions in the world has eight research and development center.
GFK China General Manager Zhou Qun to the first financial reporter analysis, Haier and the United States of the international mergers and acquisitions have in common, there are significant differences.Whether the purchase of Sanyo Electric ice washing business or GE appliances, Haier basic market demand as the main And the beauty of the acquisition, looks more technical linkage, including Toshiba appliances and KUKA robot business, focusing on the future structure of the product planning approach, or bedding a technical road, and these technologies are for international services.
Home appliance market growth slowed down, the United States by the acquisition of library cards, laying 'smart manufacturing' the second runway, while accelerating internationalization.
Dr. Rena Bishop came to the United States for the second time in October, and he told the first financial journalist that the cooperation between KUKA and the United States was mainly in two levels: First, KUKA provided industrial robots to the United States, Production, improve manufacturing efficiency; Second, the two sides will also work together to develop the consumer market, including joint research and development of home service robots, medical services robot.
'We have the advantage of the robot arm, the navigation platform, the beauty in the artificial intelligence to do well, the combination of the two, will be able to create the consumer needs of the product.' Lena Bishopu look forward.
China is the world's largest robot market.Laina Bischoff believes that KUKA's technological advantages, combined with the beauty of the market in China, the two sides of the marriage is the perfect combination of the United States to help KUKA to enter the Chinese market will play Important role.
Vice president of the United States, Chairman of the board of supervisors of Kuqa, said the beauty of the cooperation in the Chinese market and KUKA, focusing on four areas: First, to help KUKA into the local car manufacturers to increase market share; the second is to enter the general field of robot; Is the field of logistics and warehousing automation; four is the medical industry. The next two to three years, the two sides will also explore the opportunities for consumer robots and home robots. 'Synergy has just begun, some projects are expected to reflect 2018, hope that the future income of China increased To half of the KUKA group.
Gu Yanmin also said that the next KUKA strategy, on the one hand is the development of more intelligent robots, such as man-machine cooperation robot, mobile robot, more complex artificial intelligence robot; the other hand, build cloud industrial Internet ecosystem, Data analysis of the cloud technology platform to achieve the robot and equipment networking, anytime, anywhere to view and analyze the operating status of industrial robots, reduce system downtime, predictive maintenance, through system operation and maintenance to provide customers with value.
Robot is a global industry, both sides of the technology patents can be complementary.Laina Bischoff said that Kouka in some respects, the United States in some other patents, both sides are complementary to both. , KUKA has about 2,500 robot system-level patents, covering the world's major markets and countries.
In addition, the two sides can also join hands to expand the global technical resources.Laina Bishop said that if you find a new technology, you will ask the United States do not want to invest.As in the Israeli automation company Servotronix, the United States, KUKA have investment The
In addition to cooperation with the German KUKA capital, technical cooperation, the United States and Japan's Toshiba cooperation for nearly 18 years last year also to 51.4 billion yen (about 3.32 billion yuan) acquisition of Toshiba home appliances Bacheng stake, access to Toshiba furniture 5000 patents.
TOSHIBA Home Appliances and the United States of the product division of more than 50 projects, the first half of 2017 has been completed and listed washing machines, vacuum cleaners, refrigerators, microwave ovens and freezers and other products; the same time, the establishment of clean electrical division, as the United States and the operation of the pilot , The layout of key markets, play the beauty of the product scale advantages and Toshiba technical advantages of the synergistic effect, with a view to 2021 to achieve vacuum cleaner business income of 10 billion yuan, among the global vacuum cleaner industry leading position.
Xu Chengmao told the first financial reporter, the US Central Institute invited the German KUKA, Israel high-found, Toshiba and other enterprises R & D personnel, as well as the US overseas R & D center staff on October 18 together to discuss the theme, around the basic technology, Intelligent and data, etc., to explore the direction of cooperation.
52-year-old Xu Chengmao joined the United States in June this year, after he served in a well-known European companies, now responsible for the US Central Institute of digital and intelligent related work.He believes that in the field of solid mechanics, fluid mechanics and other traditional areas beyond the Western business needs Time; However, digital, intelligent and other new technology areas, Chinese enterprises can 'bend overtaking'.
In the past four months, I went to Silicon Valley twice, Silicon Valley is the bridgehead of science and technology, the United States in the Silicon Valley has 30 colleagues, focusing on artificial intelligence technology development. September I accompany the total (the United States Group Chairman and President Fang Hongbo) Silicon Valley, also visited the Tesla. US Silicon Valley future technology center to help us understand the pulse of technological development, looking for opportunities for cooperation. The United States in Shenzhen, there are artificial intelligence research institute. 'Xu Chengmao said, Silicon Valley, Shenzhen, two studies will soon blossom As a result, new products will be released next month.
Technology is the 'sea' support.Gu Yanmin said that the United States has 22 kinds of settlement currency, employees involved in 21 countries, 2017 overseas revenue is expected to account for more than 50% .May the future of the US strategy is' headquarters of internationalization, overseas localization, Global standardization, local differentiation.
According to the "2017 Global Innovation Report" published by Clarivate Analytics, the original Thomson Reuters Intellectual Property and Technology Division, the number of patents in the United States in 2016 ranks first in the world, followed by Gree, Haier, The first three are all from China's business, and this situation has been for three consecutive years.
Li Mingyu, co-founder of the think tank, said that China's foreign direct investment has been growing at a faster pace in the past five years, and that China's foreign direct investment for the first time is greater than that of foreign direct investment in 2015, becoming a net capital exporter. The data from the macro level reflects the Chinese enterprises to accelerate to go out into a new stage of global management.With the capital to go out just to start, China's multinational companies also need more action to enhance global influence.