Liu mirror Hui
As a 180-year-old multinational company that has entered China for 41 years and demonstrated to Liu Jinghui, the president of John Deere China, it is such a heavy historical feeling of accumulation and profound human feelings.
Interview nearly two hours, Liu Jinghui has been courteous, his right, not Xu Xu disease.From his beginning into the John Deere company to sell cotton harvesters began to talk about, to transfer to Jiamusi factory in Heilongjiang During that arduous pioneering stage, it was not possible to hear the slightest difficulty in speaking out from Liu Jinghui's mouth. Only the love of work, the enthusiasm for the cause of China's agricultural mechanization and the peasants' attachment to the Chinese peasants.
No wonder Mr. Mark van Punch, president of John Deere Agriculture and Lawn Division, commented to him when the company was promoted to CEO of John Deere in 2012 by General Manager John Deere China Marketing. Of outstanding local talent for the company's development in China has made outstanding contributions to 'his dedication, sincere, has been fully recognized by the headquarters.
Market concept
Today, Liu has been serving as president of China for five years as a native of China, a professional who has worked in the agricultural machinery industry for 20 years and a multinational who has gone from sales and manufacturing management positions to the president of China Outstanding talent, Liu Jinghui understanding of the market does have special differences in common place.
Just in 2014, John Deere China under the auspices of Liu Jinghui an adjustment.Although this year's headquarters to China a high degree of autonomy, but Liu Jinghui put forward the adjustment train of thought, still suffer from headquarters, the company and colleagues Proposed doubts and pressures.
Why should he insist on his opinion? Because this is the result of many years of experience, observation and thinking. 'Here today a production base was built to produce tens of thousands of tractors and tomorrow there will be tens of thousands of harvesters. Think, the existing capacity of these manufacturers have basically meet the market demand, and the market did not generate new demand, the new capacity that is basically some people squeezed in. Since you have to squeeze in, there are always people have to go out, or else Everyone is going to engage in price competition, and the low-end repetition in the industry is particularly evident and there is no business opportunity, so I think we need to be far away from this. "
'At the initiative to shrink, there is no need to waste resources on those aspects that do not produce value', which is actually the market principle of Liu Jinghui and John Deere.
'Any industry, product, is a non-existent process, in this process, sometimes rapid development, and sometimes slow growth, some products will disappear, and some products will change, we deal with change, it is necessary to We should take the initiative to give up on the basis of new structure, adjust the structure in a timely manner, and give up if we increase our input, which is our unique advantage as a hundred - year enterprise.
Only in this way can we guarantee that no matter how the market changes, we will continue to move forward and develop steadily, and it is just after we are out that we are stronger than ever. "
Since there is no "squeeze," then what is the point of adjustment of Liu Jinghui? 'One is to reinforce the company's technical differences in products. Our company has some unique inventions that can meet at least some of the needs of users. , To improve the reliability of the product, not to allow users to buy who does not matter, but let the user firm I have to buy Deere; the third is to take the initiative to shrink, such as a small track harvester, we temporarily stopped. We also put a small corn harvester, but it does not mean long-term abandonment '.
Liu Jinghui also frankly adjust the pain, 'We also cut a lot of people, deeply felt the pain of layoffs.The market was not bad at that time, there is no hard-line adjustment requirements.But we think no, if still retain the original structure, will Difficult to deal with future changes. '
Industry view
Since 2004, when the state began to implement the policy of purchasing subsidies for agricultural machinery, the agricultural machinery industry has been developing rapidly for more than 10 years and has become the world's largest producer of agricultural machinery. However, the growth of the industry has declined in the past two years, causing some agricultural machinery companies to feel uncomfortable.
I believe we all have personal feelings. However, I believe that the industry will eventually be able to embark on a healthier and sustainable development trajectory, which is not dependent on the will of the people. "Despite the pain in the development process, I believe we all have personal feelings. Of course, there will be such twists and turns in the development process, but the general direction will not change. Of course, in this process, enterprises will also have a variety of different results. Some enterprises may experience many pains and some may There will be a change of reborn, there are some companies can not hold on to say. 'These words may sound a bit like speaking truth, but in fact, Liu Jinghui as a practitioner, say it does not have a meaning. The stormy people, still with hopes for tomorrow, are still moving forward steadily. This is both the enhancement of past experience, the crystallization of wisdom, and even the belief in the future.
Not to see, but to look at the next five years or even longer, in the view of Liu Jinghui, 'on the whole to a solid, solid way to do business, step by step to enhance the development of the bit by bit, we will be the agricultural machinery industry And lay the foundation for a healthier agriculture in the future.I hope that the agricultural machinery industry and even the manufacturing industry and even the country can have the power to support such forces and make more contributions to such forces and benefit the industry '.
As a top management of an enterprise, Liu Jinghui's concept of the overall situation projected from the industry to the enterprise.
Business concept
Liu Jinghui takes social responsibility seriously and he is very proud to talk to reporters about the situation in Tianjin Plant, which was set up in 2000 and relocated in 2012 with 11 groundwater testing points. When we moved away, A third-party testing organization in Shanghai went to check that after 12 years of operation, the quality of groundwater is better than before, which is a reflection of the long-term business philosophy of the enterprise.
Honest, high quality, trustworthy, innovative, this is the value of John Deere is also the value of Liu Jinghui.
Honesty is something that John Deere has always emphasized. 'Deere's values are here, and so are the employees, who have never changed. Simply put, it is when things are done, they are rigorous, responsible, not fake. , Not opportunistic, responsible for the user, in order to create value to promote business development, when it comes to what we need to do, rather than go the other way.
Quality is the most important indicator. 'Now many companies pursue the scale, one is how many factories I have, how much output, but we believe that since the input will be efficient and high-quality output, the real formation of a well-established experience. Of course, we Also want 'big', but the 'big' must be based on high quality delivery. '
Focus on the long-term development of enterprises, the use of innovation to provide users with more value. 'If a product is not enough differentiation, can not give users a new experience and value, then I think it is for the market launch It does not make sense.
The development of the past few years confirms the layout of Liu Jianhui in advance. "After the adjustment, we are now standing firmly here. What we are thinking now is where the next step needs to be done, where to grow, and how to further develop. Instead of coping with the crisis, you can face the more long-term development once you have put the most difficult and dangerous danger of the crisis into the past.