Exclusive Interview With Lin Huafeng, General Manager Of Air Angel: &Nbsp; Let Soft Power Become A Strong Driving Force For Enterprise Development.

Reporter: there is a saying in the industry, "in today's domestic children's clothing." Children's shoes The strength of the air angels in the field is not the strongest, but the soft power of air angels is among the best. What do you think of this statement?

Lin Huafeng: the former sentence is true. The last sentence is flattering. The air Angel pays great attention to the improvement. enterprise But we still have a long way to go. There is still a lot of advanced experience in the industry, which is worth learning and using for reference.

Reporter: so how do you view the soft of the enterprise? Strength Is soft power really important compared with the hard power of enterprises?

Lin Huafeng: "soft power" is a very fashionable word in recent years. In fact, it is nothing new. Every enterprise has soft power, but different leaders attach different importance to it. At the same time, the soft power of an enterprise is often covered by the quantifiable appearance of the enterprise scale and operating profit. It is not found and conscious, especially since the reform and opening up. Now, the word "soft power" is so fashionable because it proves that only by making money, the road to "hard power" can not get through. Such enterprises have no stamina, and many of them are simply "aborted".

What is the soft power of enterprises? The soft power of enterprises is relative hard power. Hard power exists in the form of materialization, which can be quantified. It is an objective criterion for measuring the growth and strengthening of enterprises, such as facilities, capital, personnel and economic scale. Soft power is the ability of an enterprise to integrate and use hard power. It is an indispensable supporting factor for the development of enterprises and a key capability to maximize the operation efficiency of enterprises.

Reporter: so you attach great importance to the soft power of enterprises, and take it as an important factor to weigh the overall strength of an enterprise, right?

Lin Huafeng: Yes, the soft power of an enterprise is very important. Let's make an analogy. If we compare a business to a person, hard power is the material foundation for the existence and development of an enterprise, just like the flesh and blood of a person. The soft power is embodied in the organizational mode, behavior standard, value concept, management science, innovation ability, enterprise culture, brand strategy, corporate social credibility, internal and external environment harmony index of enterprises, etc. these factors constitute the long-term, fundamental and strategic factors that affect the long-term, fundamental and strategic development of an enterprise. It is the spirit and system pillar of enterprise development. It is the spirit of an organization and the vitality of an enterprise. A man without mind can be a fool or even a paralytic.

Therefore, I think the soft power of enterprises is very important. It is an important guarantee for the hard power of enterprises. At the same time, the promotion of soft power of enterprises can maintain, enhance and continue the hard power of enterprises. The angel of the air is right to see this point, while enhancing the hard power of enterprises, efforts should be made to strengthen the soft power building of enterprises.

Reporter: so how can air angels improve their soft power?

Lin Huafeng: the improvement of the soft power of an enterprise and a brand is a long-term and complex systematic project. It is not a matter of time. It is not something that can be accomplished only by paying attention to it in the mind. Over the years, the air angels have perfected themselves according to their own characteristics according to the changing market economy environment. 我們的組織模式，從最初的扁平化結構模式，到分部門框架式管理，到現在的橫縱集約化組織構架;我們的管理方式從單一的傳統模式，到現在的網絡化、科學化管理，建立了完善的內部網絡溝通平臺，多個管理層面的共享空間，實時完成指令的上傳下達，情況的及時反饋，我們的ERP系統實時反映生產、庫存、各地分公司、各個銷售終端的進銷情況;我們下大力氣搞研發和創新，開發出自己的拳頭專利產品;我們注重完善品牌包裝，擴充品牌內涵，不斷提高品牌形象，制定中、長期品牌戰略;空中天使的團隊講團結、講奉獻，我們在企業文化的建設中，逐漸形成了具有空中天使特色的價值理念和行為規范，我們在每天的晨會上誦讀“天使宣言” ，企業員工以作空中天使人為榮，追求個人價值與企業價值的完美結合。

Looking back on these years of walking and trying, we have also gone through a detour and fallen over. The successful experience of others has been copied, and sometimes it may not be suitable for our actual situation. However, we have come to this day without fear of danger and hardship.

In short, the air angel from the organizational structure to management mode, to innovation ability, to enterprise culture and so on, is an energetic and dynamic organism in the comprehensive "soft power" aspect. "Thick and thin" soft power will eventually become a powerful driving force for the development of air angels.

Reporter: we notice that the air Angel pays special attention to the construction of corporate culture. You talk about corporate culture in many occasions and in many public speeches. Is that also an important way for you to improve the soft power of enterprises?

Lin Huafeng: Yes, my view is that corporate culture is an important part of the soft power of enterprises and an effective way to create soft power of enterprises. What is corporate culture? Corporate culture is a cultural atmosphere, enterprise spirit and business philosophy that an enterprise has condensed in long-term business practice. It is embodied in the shared values, ethics and behavior of all employees. It is the soul of an enterprise.

As I mentioned before, the development of air angels is not plain sailing, but also difficult and dangerous. Especially in the past few years, what is the economic crisis, what supports enterprises to rush through difficulties, and not only does not fall down, but also takes this opportunity as a turning point to keep their potential and develop. Today, apart from the correct decisions of leaders, the most important thing is our spirit of enterprise. It is our air angel's overall value and long-term value.

Speaking of the construction of enterprise culture, it is very appropriate to use the two words of "construction". The corporate culture is like a building with great brightness. It needs brick and tile to build. It has much more work and more materials, so that the building can be built wider and larger. We have done a lot of efforts in building the corporate culture. We have applied for the initiative. Under the leadership of the Fengtai District Party committee, we have set up the Party branch. We advocate "gratitude", sending parents wages to excellent employees every year, sending moon cakes to parents of the parents in the middle of the autumn, and I send my own thanks to my parents. The company emphasizes "social responsibility", mobilize staff to actively contribute to the disaster area, help the disabled and help them to do the "volunteers". We talk about "love" and "dedication", and donate "children in the sun village" to the designated locations. Every year, we organize small angel members to show their love in various ways. We also engage in many charitable activities to donate remote primary schools and so on. In this respect, we fulfill the social responsibilities of the air angels. On the one hand, we also let every angel of the air soaked in this emotional and devotion culture. What's more, let our brand be full of the power of love. As a brand of children's products, let the spirit of "love" infect every parents and children who come into contact with the angels in the air.

Through the website, quarterly and various forms of communication, the company guides and promotes the correct values and brand culture. Through regular public participation and angel member activities, brand culture penetrates into the hearts of employees, and through the products and members' activities, the brand culture of "caring, giving and giving" can be passed on to consumers, so as to further develop and spread the brand culture.

When "love" becomes the link between us and customers, when love becomes the glue for the close integration of air angels, when "love" becomes the core of our corporate culture and becomes the driving force of our business development, our soft power will really spanform into a strong driving force for the development of enterprises.

Reporter: air angel has an advantage in soft power. Can you summarize the next development objective of the air angel?

Lin Huafeng: the soft power of enterprises is an intangible asset formed by long-term accumulation and continuous action. Building soft power of the enterprise is a long-term basic policy of the company. Every bright spot that the enterprise is building in the process of building management advantages is a creation of soft resources. The sustained advantage is that it continuously accumulates soft resources. Over the years, this unique soft resource will be spanformed into the core potential energy of the enterprise and will continue to enlarge in the future competition.

Our strategic goal is to be a first-class enterprise and achieve a new leap from excellence to excellence. Hard power is the cornerstone of the success of enterprises. Soft power is the core of enterprises' further stride toward excellence. We are confident that we can achieve this leap.