Shen Jian margin
848
2017-12-04
Shen Jian margin
There is a rule in the business world where the values of an enterprise are often presented through its choices. The choices in trouble, the choices in good times, the choices in the face of stress, the choices to enjoy success ... are this time and again Select, define the team's wisdom, shaping the personality of the product, constitute the business itself.
The power of duty
In November 2017, when President Trump visited China, the two countries signed a number of cooperation agreements, during which US chipmaker Qualcomm signed a memorandum of non-binding purchasing intention with Chinese smartphone manufacturers including OPPO. OPPOCEO Chen Mingyong attended the signing ceremony on behalf of enterprises. When his photo of shaking hands with Qualcomm chief executive Steve Mullenkopf was exposed on the internet, Chen Mingyong reminds his public relations team: 'Do not make media.' '
In fact, OPPO is in a "special" period, with the latest research report from Conuterpoint, a research firm, in 2017 showing that OPPO has the highest market share in the domestic market in the third quarter of 2017. However, After the growth, in 2017 the entire smart phone industry suffered difficulties in price increases of components and parts.
For OPPO, the market share is only a part of business objectives, the existing products, technology, manufacturing and marketing, marketing and channels, to some extent, only the achievements of the next business cycle auxiliary elements.As Chen Ming-yung said, 'For the mobile phone industry where the' Great City Banner 'flag is staged at any moment, there is nothing to be proud and show off, even for a moment, or for the pros and cons of' one city, one pool. '
In the meantime, the temptation brought by new technologies such as AI and VR is testing the team's ability to judge.When answering employees 'plans to launch' explosions 'beyond their mobile phones, the OPPO executive team replied:' The mobile market There is huge room for growth. Other types of smart devices do not currently address the core needs of users and do not need to divert resources to try new products or services.
A clear-cut enterprise can not pursue short-term interests because it is "good-looking or hilarious." This is determined by the corporate culture and values of the OPPO. Since its inception, the OPPO has put forward the values of 'own points.' Or decision, not only in the immediate interests, in order to help the team cut off external pressure, return to the fundamentals of things.
For the Oppo, 'duty-free' means doing something that should have been done, always be calm, objective, rational from the non-focus on the right thing to do, rather than the interests of the guide. High, which regulates OPPO's attitude of co-operation with others - 'I do not make people cheaper' - that should have been done even without promises.
In 2011, OPPO transformed from a functional machine to a smart phone. Because the production plan was changed, the large amount of spare material as planned was no longer needed. However, OPPO still received all the prepared materials from suppliers, even if it was an orally committed order To avoid their own plans to change caused losses to each other this does not seek 'self-protection' cooperation, the supplier appears to be 'very reliable' performance because of each other to retain sufficient profit space so that cooperation can go even more Far up to now, the supply chain on the OPPO's evaluation, reputation and reliability are very high.
The team was told that even if the company met the best people in the outsourcing team, the company would not be able to dig the wall even if the company needed it. 'Because that would hurt the interests of other companies to a certain extent, the company would not be We cooperate, so even if we need, we can not infringe upon the interests of others. 'But in campus recruitment, we can not promise to ourselves that we can not compete with other companies. We can not blindly expand the number of hiring, but we must Make sure that every hiring student has enough resources in the company to develop, among others.
The realization of any one great goal requires the creation of an ecosystem of complementary companies, technologies, businesses, and supply chains that together create value.
Such values are not good for a short while, will not account for the cheaper, the entire ecosystem is friendly and specific to the product level, such as open product launches, 'the assumption that the camera is the top one, one is not so OK, we will not say the best webcam. '
A clear-cut team can not boast about functionality and will not get stuck in the product that does not make sense to users. "Whether or not to start a new business, the OPPO's criterion is whether the current business will have huge room for improvement , Whether there is a turning point in the market.If the time is ripe, will focus on all resources.
As Wu Qiang put it, 'When OPPO enters a market or builds a product, it does not necessarily have to be the first to go public and it does not necessarily have to be the first to use the latest technology. That is, the point of entry is not important, and importantly it is to enter the market Instantly to be ahead, then to run faster than others, to be 'after the first fight' This is the most important 'carefully planning and definition of the product, at the same time the quality of the product and experience For more rigorous grinding and check.
This is also the OPPO often said that "dare to be the best in the world." In OPPO's view, each product has its own boundaries, we must meet the core demands and solve the core issues. Focused to focus on the core application, diluting the core of the product itself, the loss of user trust.
Because the user, using the OPPO mobile phone to take pictures or share their feelings - day and night, important or emotional moments, easy or casual leisure.This and the market rankings, market share has nothing to do.User just know that it Is trustworthy, this is enough, this is the reason that users choose it.
Resign and awe
OPPO believes that every consumer has a scale in fact, even the so-called 'white users' naturally perceive which products can be trusted as long-term friends and which ones are not, which requires the product to be designed and manufactured The starting point is to meet and solve problems in use, rather than 'grandstanding innovation' or marketing, credit overdraft products can not be sustained.
But the real difficulty lies in how to turn ideas into actions and embed every aspect of production and operation and benefit every aspect of the business. With sustainable experience and models, we continue to bring value to our clients.
Every year, OPPO executives lead core technicians to the market four times, and the closed-loop mechanism from product design to after-sales also has a mechanism designed, tracked, improved and implemented by specialists, which plays an important role in improving quality. Company executives, core engineers, ordinary engineers, have to go to the user consciously, to listen to the needs of users, turning it into a breakthrough in the direction of technical research; all R & D personnel, product-related personnel, committed to improving the product Quality, truly user-oriented.
Over the years, OPPO image technology as second only to basic communications capabilities, the second largest research and development focus. OPPO's DaVinci Labs developed a new SmartSensor image chip anti-shake Technology, the chip only two thick paper, is the first chip anti-shake technology in the mobile phone industry, but also 'the world's smallest' anti-shake technology.
This technology will enhance the anti-shake accuracy from 3-5 microns drive lens to 0.3 microns, and to achieve three dimensions of the jitter compensation. Prior to this, OPPO launched its own original painting engine (PureImage2.0 +) camera platform In the field of mobile phone video hit a number of firsts, including its first 206 ° electric rotating camera and 'Ultimate Beauty' features and so on.
But the OPPO design team said, 'We should not just present a cell phone, but a pleasing aesthetics.' 'In the history of the OPPO, thousands of tests and up to two years of industrial design process is the norm. R9 For example, R9 shell gold, is the designer in 15 kinds of gold and 28 kinds of rose gold materials and color schemes continue to debug and eventually get.
The beauty pursued by OPPO, including any details, is that "everything in hardware, software, color, packaging, and even in the industrial park gives a glimpse of the future." But pursuing beauty in the extreme does not mean that any Whereas the pursuit of the ultimate place, but to ensure the quality of the premise, the use of reasonable costs, create stunning products; Second, do not highlight the user value, to be qualified; with particular emphasis on user value, to do For example, in the face of R9 thickness and battery capacity choice, OPPO choose thin, because 2850mAh battery capacity for the user has enough, but taking into account the product experience, choose 'stunning thin'.
Judgment of the direction and boundary of the product requires not only the depth of thinking of the management team, but also the firm beliefs and awe of the product people in the selection of the direction and path of the product. While internally sharing the product concept, Chen Mingyuan pointed out Strictly speaking, at present, we have not formed a true product concept. We always talk about the product concept, from concept to idea, and it takes a long time to precipitate. '
The most essential difference between a real product owner and a chasing one is that the former always wants to make the objects he creates and the people who use them better.The product people do their best to create the best that he can do Things, which make them different from those who just want to earn as much as possible, build a manufacturer that is a watershed in deciding whether everything will succeed or not.
This is the product of human product, but also the product of human beliefs - impetuous things may come fast, but often fleeting - they do not chase trend and trendy points, unless they happen to be the user needs.
So, perhaps in a sense, values are the real competitive barrier for OPPO - Behind the 'duty' is 'awe' - awe of business rules and awe of user experience. In the face of the real world, not so narcissistic, it will not give up a reasonable profit, lose money earned, not because of the industry to see the emergence of new features, superimposed on their products these features, such as AI Or VR, or smart bracelet or watch.
In the OPPO's opinion, deliberate innovation is like over-effort to pursue perfection, is the biggest misunderstanding of innovation.At the same time, focus does not mean boring, because a smart product people, will show ingenuity in detail, rather than being Innovation is overwhelmed. 'You should look a bit longer.'
In fact, 'restraint' is more difficult than 'doing a department that achieves a performance goal,' but the power and intelligence it inspires is enormous, not derived from performance, not even from incentive bonuses, but from products Itself to the user pleasure.
Good products can go farther, and therefore will have a better business return.In 2016, OPPO led the mobile phone market in China, ranking fourth in the world; in the Sino Market Research and Weibo jointly released "2016 Smartphone micro-report ", Android phone users choose OPPO replacement machine as high as 14%, ranked first in the Android mobile phone market.According to Counter-point latest research report, by the third quarter of 2017, OPPO to 18.9% The largest market share in the domestic market shipments.
Clever man stupid kung fu
The initial mind of a successful business is often very simple, but in a highly competitive environment, when the team as 'the number one' as the ultimate goal, it is easy to fall into pressure confusion, the lack of ability to resist the temptation. Instead of focusing on some of the quantitative goals, the executive team works toward the goal of becoming a healthier, longer-term business.
Within the OPPO the company's culture and values boil down to three points: Building trust, from fellow colleagues to fellow human beings, choosing people to work Putting values first.
In 2007, the company transformed itself into a mobile phone and started to select OPPO agents all over the country, but the products are going on the market soon, and the agents in all regions have not fully selected them. Because OPPO does not value its local agents Influence or financial strength, but focus on their values. Later proved the wisdom of the OPPO choice, in the difficult period of intelligent machine transformation, a group of OPPO and the common values of partners and the OPPO together to fight and reverse Unfavorable situation.
In recruitment of new employees, in addition to the qualifications of personnel, the ability to meet the standards, OPPO more concerned about the value of this new employee is consistent, 'If there is lack of skills, you can develop to enhance, only in terms of values we can not Compromise
For OPPO, the value-choice-goal, the chain can not be pushed back from the back, only to go from the most basic values .As Chen Ming-yung said, 'Our initial mind is the part 'Values; let us stakeholders, including our users, employees, shareholders, customers and society, symbiotic win-win situation and common development. Stick to' early mind 'asked us to forget the results, to maintain the' empty cup 'mentality is to do more health Longer term business. '
In fact, in addition to beauty Selfie, flash charge and other fields, OPPO 5 times in the field of non-destructive zoom technology research and development are in the forefront of the industry .As of November 13, 2017, OPPO patent applications in the country a total of 15,215 open and authorized Of which the number of invention patent applications was 11,432, the number of invention patents was 1,957, the number of utility model patents was 1,526, and the number of design patent licenses was 300. The proportion of invention patent applications in all patent applications was 86%.
In July of this year, senior executives of the company led the team to Japan to share with Master Haruhiko of MUJI (MUJI) and plan to invite top artists from all fields in the world to discuss product design aesthetics with OPPO every year.
It is this value that shapes the OPPO and lets the OPPO focus on the product itself, which in turn affects more people and gives the brand the soul. Ultimately, the choices made with this value form the spiritual world of the OPPO, These choices help the OPPO to be willing, to let go, and to win the world with better products by virtue of their own duty and wisdom.