Qin Yu, Qin Lan, circle of friends
A ZTE storm, a vaccine case, and counterfeit product disputes caused by a lot of listings, such as cold winds, once again inspire us, do not have the ability to innovate, lack conscience, copy into the wind, then the transformation and upgrading of China's economy will never be completed. Although our per capita GDP has grown from less than 400 yuan in 1978 to nearly 60,000 yuan in 2017, with an average annual growth rate of about 9.5%, if the daily products and services are not guaranteed by high quality, then we The sense of well-being, the sense of gain can not keep up with the times, even greatly reduced.
Every family's happiness and Corning are inseparable from high-quality enterprises. When a company loses its conscience, everything can happen.
What kind of company is truly trustworthy? Where is the hope of high-value manufacturing in China? Recently, I have been researching twice.
Founded in 1996, Fang Tai is a company that has been dedicated to high-end embedded kitchen appliances for more than 20 years. The well-deserved industry leader has exceeded 10 billion yuan in sales revenue in 2017. It has a good consumer reputation. But this time attracted me to investigate. The opportunity is that Fang Tai has released a brand new corporate mission - 'for the happiness of hundreds of millions of families'; at the same time, it has also released a cultural product called 'Family Happiness View'. This product has nothing to do with Fang Tai’s own business. It is a set of guidelines and methods that tell each family how to move towards happiness.
Why is Fang Tai doing this? Why can you do such a thing? What is the relationship between Fangtai Culture and Fangtai High-end Manufacturing? What inspired the quality improvement and innovation upgrade of the entire Chinese manufacturing industry? With these questions, I came to Hangzhou, Ningbo. Fangtai Headquarters and Fangtai Factory in Bay New District.
Fangtai Cultural System and Chinese Management Model
'Either don't do it, do it yourself as a high-end brand of the Chinese.' In 1994, he was recalled by his father from Civic University of Shanghai to Cixi. When the father and son decided to start a second venture, Mao Zhongqun relied on the young man’s strength. And the strength of not admitting, determined to make a high-end brand. Since then, 23 years, no matter what kind of market environment, Fang Tai has never deviated from the high-end, professional, and refined products set by Mao Zhongqun. The direction.
Although it is a family business, Fang Tai introduced modern management methods at the beginning. Mao Zhongqun also went to the China Europe International Business School to read the EMBA. Fang Tai introduced the high performance model in 2001, and recruited managers from several Fortune 500 companies to join the supply chain. , marketing, finance and other aspects to improve management capabilities.
This time, I visited Fangtai Electric Appliance No. 2 Factory and saw the implementation of Six Sigma Zero Defect Management, Lean Management, Kanban Management, 6S Site Management and other modern management methods. The management status of the first-class manufacturing companies in the United States, Japan, and Germany is consistent. Very modern, the management foundation is solid.
But what impressed me the most is the culture of Fang Tai. In Fang Tai, from the elevator, the details of the meal queue, to the 'five ones' publicly promised by the managers hanging on the wall of the headquarters corridor (establish a ambition, change one, After a filial piety, a good day, and a book, all of them are filled with a sense of self-discipline and self-consciousness.
Fangtai Factory is full of strong human atmosphere. There is a standard badminton court outside the factory console, and there is a spacious staff lounge. The management kanban has emoji that reflects the mood of the staff. The staff will choose the mood of the day after going to work every day. Small magnetic blocks are attached to the corresponding places. If you choose 'poor mood', the team leader will talk to him after seeing it. Some kanbans reflect the relationship between the master and the apprentice, what the master said to the apprentice, and what the apprentice has to the master, Clearly written on it.
Mao Zhongqun said that Fang Tai realized very early that high-quality products were not tested, but were manufactured and designed through organizational, technical, system, process, tools, equipment, etc., all of which, People are the key. To solve human problems, we cannot rely solely on institutional management. We also need to have faith. Because people can't control the system without faith. The establishment of faith requires the soil of culture.
What Fang is doing is manufacturing. Looking at the history of world manufacturing, Japan and Germany are examples, and their success is closely related to national culture.
The Japanese have a strong sense of crisis in the sense of the island nation. Japan's cultural roots are 'everythings and souls', worshiping the pan-ism of one tree and one stone, so there is a sense of awe in making anything, so that there is no deviation and it is well organized; Japanese Bushido has a so-called 'Benevolence Culture', which emphasizes gratitude and obedience, and is consistent; Japanese has the term 'insensitive sensibility', 'it seems to be slow-headed', but can become an energy, and it is never opportunistic to do things. These cultures Both have profoundly affected the Japanese manufacturing.
Made in Germany, it is known as the 'factory of the factory' and its products are durable. This is inseparable from the rational rigor of the German nation. Just like Karajan takes the Berlin Philharmonic with 'German Accuracy' In the peak of the history of rhythm, he demanded that every note must be accurate and unambiguous. Such temperament is reflected in the field of manufacturing as standardism, precisionism, orderism and perfectionism. German proverb says, 'making mistakes, In order to rely on such a culture, German companies are in many market segments, 'small things are big, small businesses are big', focus on specialization, and do the best in technology.
Can Chinese manufacturing learn from the fine traditional culture and form a unique management model? From Fang Tai, we have seen this possibility. Chinese excellent enterprises rooted in Chinese culture are likely to create the Ford system in the United States, Japan. Toyota's production mode is the same as the management mode.
Since 2004, Mao Zhongqun has read dozens of courses in Chinese studies at Peking University, Tsinghua University and other famous universities. Since 2008, he has introduced Chinese excellent traditional culture into enterprise management. It took ten years to truly integrate it into the enterprise. All aspects, and gradually formed the 'secondary Ming Road, Western Learning, the combination of Chinese and Western, with the Tao Yushu' Chinese and Western management ideas.
The management of Fangtai can be said to be the model of 'Chinese Excellent Culture+'. It takes culture as the soul and conscience, and integrates Chinese excellent culture with modern advanced production management mode. If the characteristics of Ford are big The production of the scale line, the Toyota way is characterized by completely eliminating all kinds of waste inside the enterprise. The characteristics of the Fangtai model are people-oriented, cultural education, 'enterprise products, products, character' three products.
Many enterprises in China today adopt 'wolf-like' and 'end-end elimination' methods for employees' management. However, although Fangtai is very demanding and strict, the promotion method relies more on humanistic care. For example, early behavioral norms will be employees. The violations are divided into ABC categories. The most common type C errors are late arrival and early departure. The treatment method is a fine of 20 yuan. Later, the fine is cancelled, and the direct supervisor is talking to the director. From the perspective of benevolence and justice, the employee communicates. 4 years of Class C error monitoring, a 50% drop per year.
This kind of humanistic care is reflected in the fact that employees are regarded as the foundation of development. Fangtai implements the “full-person shareholding system.” Employees who have worked for more than two years in Fangtai can get a “body stock” according to different positions and performances. The 'body stock system' covers most employees, not just to core executives. In 2017, Fangtai's employee engagement level reached 87 points, exceeding the average employer average.
In Mao Zhongqun's view, the core idea of Chinese excellent traditional culture is benevolence, which can stimulate the good side of human nature, cultivate the love of all employees to customers, capture the real needs of users, form a sense of respect for quality, and right Qualified shame, truly form a quality culture for all employees; Similarly, adhering to the spirit of charity can also make the company stronger from within.
Although the scale of Fangtai is not comparable to that of Ford and Toyota, the applicability of Fangtai Management is very strong, and it has great promotion and application value.
Focus on love and happiness: The purpose of the business is not only profit
In 2018, Fang Tai changed the mission of 'making the family feel better' for 22 years to 'for the happiness of hundreds of millions of families'. 'Let the family feel better', consumers are very familiar and warm, why Want to get rid of it?
In a word, it is to upgrade from being only a good product to actively taking on social responsibility and guiding people to good.
Mao Zhongqun said that the corporate mission reflects the purpose and significance of a company's existence. Different levels of mission reflect different levels of corporate purpose. 'Let the home feel better' mainly at the product experience level, by providing high-quality products for customer experience The feeling of getting home is better. The enterprise aiming at this level is to provide good products and become a good company. However, Fang Tai is not satisfied with excellence three years ago, but has a new vision to become a great enterprise. .
What is the difference between a good company and a great company? In Mao Zhongqun's view, a great enterprise is not only an economic organization, but also a customer organization that meets and creates customer needs. It is also a social organization that actively assumes social responsibility and constantly promotes goodness and promotion. The truth, goodness and beauty of human society. Therefore, it is not enough to provide good products. Fang Tai needs to propose a new mission consistent with the great enterprise. This is 'for the happiness of hundreds of millions of families'.
Mao Zhongqun's ideas and practices are in line with modern management theory, and at the same time have their own characteristics.
The 20th century management guru Drucker said that for any industrial and commercial enterprise, although profit is necessary, it is not the purpose of the enterprise. 'Enterprise is an organ of society', the enterprise is in society, but the purpose of the enterprise Outside the business.
One of Hewlett-Packard's founders, David Packard, said in Hewlett-Packard Road: 'Why does the company exist? Why do we have to run a company? I think many people mistakenly believe that running a company is to make money. Although making money is a company. One of the important results, but we must conduct further research. We will inevitably come to the following conclusions: Some people come together and exist in the form of the company we speak so that we can collectively achieve something alone. A career in which strength cannot be achieved, that is, contribution to society.
Fang Tai’s philosophy is also the same, that is, making money as a result of contributing to society, not the purpose itself.
Mao Zhongqun repeatedly cited an example to show that only by conscience to capture social needs can we drive real product innovation. Fang Tai's research and development, previously focused on air volume, wind pressure, noise and other functional indicators, but he feels that the light assessment function is like putting people As a machine, disregarding people's feelings, the weight of the function is lowered in the appraisal system, mainly depending on the user experience and feelings, from the perspective of altruism to think about how to truly meet and create user needs. In 2010, I saw CCTV. A report "Garden oil fume intensifies the risk of lung cancer in housewives", Mao Zhongqun realized that there is no necessary relationship between air volume, wind pressure, noise and the health of housewives. The main reason that affects their health is that they smoke in the cooking process, and the high temperature There is a certain amount of carcinogens in the soot. Since then, the research and development of the 'no-smoke' range hood has been carried out, and the 'best smoke-absorbing effect' has been taken as the direction. In 2013, the 'Wind Cube' was launched.
The invention of Fangtai Sink Dishwasher, the starting point is that, considering that many children see their parents working for a lifetime, they still have to wash their greasy kitchen utensils with both hands, and they can’t bear it, but the European dishwasher on the market can’t be very Goodly meet the needs of Chinese and Chinese kitchens, so it has been researched and developed for 5 years, and thoroughly solved the pain points of consumers. If it is not user-centered, with the heart of the benevolent lover, it is difficult to create such a The product.
When Fang Tai defines himself as a social organization, he must create a cultural product that can be shared by the society, and a spiritual product. The 'family happiness concept' is the first product, a set of ideas that tell everyone how to be happy and method.
Fang Tai 'family happiness concept' is specifically four: clothing and food worry, body and mind Kang Ning, get along with you, pass on the family. 'clothing and worry-free' rely on labor, struggle; 'body and mind Kangning' depends on diet (clean), adequate sleep, Moderate exercise, calm mood, good fortune; 'get along and 睦' The key is to deal with the relationship between husband and wife, father-son relationship, brother relationship; the core of 'passing the family is the good fortune, 'good for people is good' .
'Family happiness view' also suggests that happiness always says 'I am wrong!' 'I am wrong! ' 'I help you! ' 'Thank you! ' 'I love you! ' These five sentences begin; It is a 'five ones' of reading a book, reading one book, changing one, doing one filial piety, and doing one good day. On the top, it is the level of clear mind, building spiritual quality, developing spiritual treasure, achievement Great enterprise, to achieve more family happiness, at the same time to achieve their own happiness, and realize the free life.
In the history of business, many excellent enterprises have developed management experience through business schools and corporate universities. However, like Fang Tai, it is extremely rare to propose a systematic cultural product that is completely unrelated to the specific products of the enterprise and to spread to the society. Fang Tai’s goal for the next ten years is to promote the happiness of millions of families and to enable more entrepreneurs to move towards great enterprises. It is reported that the first phase of the Fangtai Cultural Experience Camp will be held soon, providing more enterprises with the willingness to practice Chinese and Western management ideas. Practical solutions and paths. Obviously, Fang Tai and Mao Zhongqun's positioning is not entirely economic organizations and entrepreneurs, but the combination of economic organizations and social organizations, 'social innovation organizations', 'social service organizations' and the promotion of social values This kind of thinking can be said to be deeply ideal. This kind of practice can be said to be a stone-shattering and destined to be a long journey.
The spirit of a new generation of Chinese entrepreneurs
Fortune magazine's list of the world's top 500 companies in 2018, there are 120 Chinese companies, very close to the United States (126). But compared with the scale, Chinese companies still have considerable gaps in brand value and reputation.
Chinese enterprises must complete the innovation-driven upgrade and the transformation to excellent social citizens. They need to be upgraded in terms of technology, management, and system. But what is most needed may be a cultural change that touches the soul.
Zhai Zerong, who is known as the 'father of Japanese capitalism', said in the Analects and Abacus that traditional ideas always oppose 'righteousness' and 'profit', and that the Analects of Confucius can improve the morality of businessmen. To make the businessman Ming Xiao 'get it right,' the abacus depends on the Analects of Confucius. At the same time, the Analects must rely on the abacus to engage in real wealth-making activities.
The soul of the soul is not separated from the business, the business is not away from morality, it is the entrepreneur who benefits both righteousness and benefit.
From 'leading people to good' to 'for the happiness of hundreds of millions of families', Mao Zhongqun is a model of China's 'souls and talents'. 'Shi' is the side of promoting Chinese traditional culture, 'business', is a great enterprise One side.
The gentleman chooses good and stubborn. Sven, the well-established Mao Zhongqun actually has a very 'stubborn' side. He insists on not listing, not following the trend, not engaging in capital operation, not fighting price wars, products are not easy to get out of the kitchen, nor Engage in relationships. He said to me: 'I just want to be in China, with the conscience of innovation, to guide people to be good, not to engage in any tricks, not to do any speculation, to see if this can be a good business. Fang Tai is my Test. It is a test of conscience and goodness. '
Based on this temperament, Fang has adhered to the high-end and innovative routes for many years and never waged price wars. Therefore, China's kitchen electricity market has few vicious competitions and fights price wars, so that all stakeholders can achieve a win-win situation.
'Great enterprises will always pass on a positive energy, guide others through their own standards, awaken people's sleepy conscience, and let more people change from a state of inner anxiety to a peace of mind, and get real happiness. This is the experience of Mao Zhongqun a few years ago. He thinks so, and he does the same. If the essence of entrepreneurship is innovation, Mao Zhongqun’s biggest innovation is to make Fang Tai form a middle school, Xi Xueyou, Chinese and Western, Fang Tai culture system with Tao Yu.
Unpretentious but tenacious, using conscience to create fine works, combining Chinese excellent traditional culture with modern commercial civilization, and taking hundreds of millions of families for the sake of happiness - the square that I have seen is our new era of pursuing a better life. Supply side model. It is a maverick, but no arrogance, no arrogance.
In Mao Zhongqun, I saw the spirit of a new generation of Chinese entrepreneurs, in addition to management innovations such as product innovation, technological innovation, and organizational innovation, to develop cultural roots and cultural innovations, and to shape the cultural soul of enterprises. Such efforts, It will definitely create a new benchmark for Chinese good companies, good companies, and conscience companies.
"Book of Changes" said: 'Rigid and soft staggered, astronomical also. Civilization, humanities. Viewing astronomy, to observe time changes. Viewing humanities, to become the world. 'Knowledge astronomy, can know the changes of the four seasons; In the world of Fang Tai, I feel the power of Chinese culture as a 'human culture.' Fang Tai is a company, also like a book, I suggest that people who do business should read it, and I believe that everyone will definitely open the book.