In four years, the performance has increased by 20 times. This is the background that Murata has laid out for its new year operation.
Even more commendable is that if the four-year period is placed in this special time period from 2014 to the present, the rise of Murata will not only have a simple practical significance for all participants, but also in the economic organization of the industry and even the entire society. It also has sample meaning.
This four-year period is not an expansion brought about by accidental policy opportunities, but rather a hard-hitting situation in the marketing team; this is not a drawing of a blueprint on a white paper, but a disadvantage before it is reversed. After the situation, we will continue towards victory; this is not the old-fashioned version of the British master's knowledge and then the old story of the prince, but a business owner and an elite team, sharing together on the basis of trust and common values. A win-win situation. Furthermore, this is not a simple private enterprise. It is a joint-stock economic organization with a scientific governance structure that effectively manifests and effectively constrains various rights and factors.
On the evening of March 26th, a variety of cultural evening concerts written and directed by Murata people began at the Ronggui Cultural Art Center in Shunde. Murata founder and chairman Luo Zhaobo, director general manager Liao Xiangqiang and other six major business partner shareholders The collective appearance, coupled with the wonderful performances of theatrical performances, let this evening party, which was originally a new product launch conference for the next spring and the dealers' summit “pad”, lighten the enthusiasm of all participants to embrace the new era.
Murata Conference
Never live in the past
In Murata's development strategy plan, 2018 is the year of Murata's first five-year plan.
According to Murata Director General Manager Liao Xiangqiang's speech on March 27, 2014-2018, Murata's goal is 'to survive'; 2019-2023, Murata's goal is to 'strong up'; 2024-2029, Murata's goal It is 'big up'.
Obviously, the remarkable growth of 20 times in four years firmly solidifies the foundation for Murata's first stage of the end, even far beyond what was expected. Liao Xiangqiang will not forget his relationship with Murata founder, Chairman of the Board Luo Zhaobo. The first meeting. In this later known as Murdoch's development in the history of the "Goldon Secret Council" (Gordon is a local hotel in Shunde, Guangdong Province), the two sides' values, business ideas after more than one year later found the other side to the other side. As the founder of Luo Zhaobo pushed to the door, as Liao Xiangqiang, a senior executive of state-owned enterprises, gave up the generous treatment and led the team to join in the form of business partners.
At that time Murata, with an annual sales performance of less than 8 million yuan. The supplier suspects that the customer is hesitant and doubts about survival. However, Luo Zhaobo has enough confidence in the hard strength of Murata's product development; Liao Xiangqiang has a very familiar experience in forming a core management team. But it suffers from a battlefield that is not free.
This is the fulcrum that incited Murata's re-emergence after its establishment 16 years ago. It is also the foundation for Murata's development no matter how it develops - honesty, integrity, loyalty, unyieldingness, dreams.
Under the full trust of Luo Zhaobo, Liao Xiangqiang ignited the fire of the entire Murata team. In the weaving net operation, there are 30,000 kilometers and 300 activities in the three years. The main business staff travels for more than 200 days a year. Currently Murata Director/Executive Deputy Chen Yun, the general manager, still remembered the four campaigns. At the time of resetting the relationship with the supplier, Liao Xiangqiang first proposed the creation of the “Suppliers are the food, clothing, and parents”, which won a great deal of space for Murata.
At the party on March 26th, Murata people presented the hardships and brilliance of the four years along the way of literature and art. However, Liao Xiangqiang, who sat in the office the next day to accept Aiken’s home network, apparently has changed another. Feelings - How does the second five-year plan's strategic goal become stronger after the end of the first five-year plan?
Murata founder, Chairman of the Board of Directors Luo Zhaobo addressed
Relentlessly
Liao Xiangqiang made a keynote speech on "Decrypting Murata to Win the Future" on March 27. In his speech, Liao Xiangqiang made careful arrangements in terms of technology, branding, channels, and promotion.
In Liao Xiangqiang’s view, behind all the deployments, Murata’s two major axes are extending: Product R&D hard power and team's soft power. If you go up one level and find the base point that controls these two spindles, then It is the consistent values and dreams of Murata as a whole – it is not concede, it is necessary to make a career.
'The survival of the fittest is happening all the time.' Liao Xiangqiang said, 'Many people asked me why Murata is growing so fast. The name of the report I made was called decryption. In fact, there is no secret'.
'The same thing, the same resources, different teams to do, different results, why?' Liao Xiangqiang asked himself, and then replied, 'There is certainly a question of ways and means, and more of a starting point' question.'
'Inspire goodwill, respect human nature, let every member of the team fight for the honor of the team, fight for oneself, such a team can not be without fighting power'.
Murata Director, General Manager Liao Xiangqiang gives a keynote speech
Inspired by the high morale and fighting for the team, Murata has the salesperson who wears out the soles of the shoes, the salesperson who has drawn the needle into the venue, and the R&D personnel who have developed the test day and night. Endless after-sales service staff.
Different management teams also ignited the enthusiasm of distributors. Murata's current customers of over a million have already had dozens of them, and five million dealers have also begun to emerge. In Murata's '211' plan, Murata 500- There are 20 customers with 10 million yuan worth of purchases, 100 brand flagship stores, and 1,000 hyper-comprehensive new retail terminals. With channel upgrades, team upgrades, professional upgrades, marketing upgrades, and product upgrades, all will follow.
In this one, it's all in one's hands. It's a complete system. The system is closely linked. 'Murada wants to move forward. We've tied ourselves to the chariots, and we haven't gotten the slightest slack in it.' Liao Xiang emphasized , 'Equip ourselves to tie ourselves to the chariot. We must go forward bravely.'
'The goal of the 2018 guarantee was RMB 300 million, and it impacts 350 million RMB'. At the distributor meeting, Liao Xiangqiang announced the target of Murata's current goal. The ordering meeting on the afternoon of March 27th, the order amount of around 30 million yuan. , Making the first-quarter goal exceeded, winning the first round victory for 2018.
Not afraid of the future
In the process of business growth, speed can cover up many issues. Murata entered the year of its "one-five" plan, not only survived, but also took its own name and won such awards as the 'Pearl River Delta' kitchen. The praise of the industry dark horse's, the honor of the "China's top ten brands of range hoods", and the results far exceeded expectations.
However, many cases in the industry also show that after a short-term success, many irrational behaviors will be induced. Compared with executive failures, decision-making mistakes are even more deadly. This point, Liao Xiangqiang has a profound understanding, 'Opportunity, Often in the industry. Risk, often within the company ', 'must have enough risk awareness, be controllable'.
Murata Constitution officially announced
The “Murata Constitution” formally promulgated and publicly read at this meeting, in the author’s understanding, is the highest rule that Murata escorted its future. This was led by Murata Founder Chairman Luo Zhaobo and Director General Manager Liao Xiangqiang. The contract concluded does not specify what Murata wants to do, but rather stipulates in strict terms how the company can't do anything, including that the company does not make counterfeit goods, anyone must not accept bribes, and must not make investments that are unrelated to the main business. The amount of debt shall not exceed 50% of the total assets of the company. The company, the chairman of the board of directors, and the legal representative may not endorse or guarantee externally.
Clearly demarcate borders, widely advertised, universally applicable, and mutual observance. Murata uses the concept of constitution in the legal system to clarify the 'fundamental meaning of the law' of Murata's "contractual law." It is also due to the 'Murata Constitution'. The promulgation and implementation ensured that Murata would not be distracted in the process of rapid travel in the future and would not go astray.
Murata Brand Center
In the interview, Liao Xiangqiang emphasized the concept of 'controllability' on several occasions. For Liao Xiangqiang, who was once led by a large-scale state-owned enterprise and achieved good results, Murata, who is the ruling leader, is now using another experience to reuse the experience of the former. Practice. The extent to which a business grows and what adjustments and changes are needed. Liao himself has clear cognitive skills and execution strategies.
For four years, Murata verified how a small and medium-sized company emerged from the turmoil and emerged from the turmoil. Next, Murata tried to make itself stronger by stepping up and down again. In the meantime, from a small tactical execution, to Large-scale strategy formulation; From visible terminal activities, to invisible enterprise top-level design, in the industry, both have sample significance.
Because of this, Murata's future is worth everyone's expectation.
