From AOKANG'S Victory To HUAWEI'S More Open Stance To See The Maturity Of Chinese Enterprises

Made in China: I am trustworthy.

If we want to portray the other aspects of China in the 2020, we can focus on China. If we want to describe the manufacturing industry, we must look at the whole world. China's manufacturing industry must use international standards to demand itself, not only in terms of quality.

Whether it's a communications company such as HUAWEI or home appliances, such as TCL[micro-blog, and the United States, the eyes of the world are always paying attention. Made in China Chinese enterprises need to encourage auditing and self censorship and find ways to prove credibility to the outside world.

AOKANG wins

In November 18, 2012, Zhejiang AOKANG shoe Limited by Share Ltd After receiving the verdict issued by the high court of the European Union, it was finally decided that in the case of AOKANG's defense against EU anti-dumping cases, the European Court of first instance did not apply justice to any individual legal provisions. The final judgment was that China AOKANG won the lawsuit. This indicates that China AOKANG has not only made administrative and legal disputes, but has also won a double victory in the EU's leather shoes anti-dumping. Wang Zhentao, chairman of AOKANG footwear industry, said AOKANG not only won a lawsuit but also a dignity.

Open stance

After repeatedly defeating Motorola, micro-blog, Al Carter, Lucent and other international rivals, HUAWEI is now the second largest communications equipment manufacturer after sales in Sweden, Ericsson [micro-blog], and the economist even described it as the nightmare of multinational companies. But a new problem is that HUAWEI has not seen any negative comments about cyber security in the past day. Compared with the need to prove the quality of products to the outside world more than 20 years ago, it seems more difficult to express sincerity to prejudiced western customers.

The trend of public opinion on security debate has not only made the thorny market entry to the US market, but also increased the difficulty of marketing in other developed countries. After questioning the security of the United States several times, HUAWEI has repeatedly asked for censorship in order to "rehabilitate". Although no definite evidence has been reached so far, there is any relationship between HUAWEI and the military and spies, but this has not helped its progress in the US market.

In order to prove its innocence, HUAWEI has launched various efforts, including inviting operators, American analysts and Western journalists to visit HUAWEI headquarters in Shenzhen, as well as research and development centers in Shanghai and Beijing.

Ren Zhengfei, the founder of low-key work, authorized the board to be more open to the public. HUAWEI even encourages executives to communicate with the outside world in a more direct way, such as micro-blog. In the 2012 annual report, members of the board were smiling and large photographs. HUAWEI also uses various international forums to convey to the outside world a magnanimous mind that is open to heart, and even a white paper on security.

In the organization, HUAWEI set up a special committee to manage network security, led by the vice chairman. The global network security officer reports directly to the company's CEO.

From the presentation of John Safok, the current global network security officer, we can see that transnational corporations The change of HUAWEI vision. "HUAWEI is proud of its history and proud of having a founders of entrepreneurship. Our founder, fate, was born in China. If we were a company in the United States, India, Germany or other countries, we would be equally proud. "

The actual situation is that 30% of HUAWEI's 140 thousand employees are non Chinese; in the 30 thousand patents that they apply, 1/3 is applied overseas; 70% of the materials come from suppliers outside the mainland of China, of which the United States has the largest supply; 68% of the turnover comes from overseas.

Difficult internationalization

The example of HUAWEI is only one side. The future road of Chinese enterprises will lead to the same goal. In the household appliances market, the share of Chinese enterprises is also impressive, and soon entered the hurricane stage, and the global appliance industry entered the era of Chinese brand.

Taking color TV as an example, TCL has exceeded 15 million shipments per year, while Hisense [micro-blog] and SKYWORTH [micro-blog] have given about 10 million sales expectations. What does the 15 million mean? There are only three enterprises in the global sales of color TV sets in the year 2012 over 15 million, namely Samsung [micro-blog], LG and TCL. Earlier, SONY has cut its annual sales target to 14 million 500 thousand units, and Japanese manufacturing industry is facing losses and layoffs.

If it is not surprising from the quantity of products, these figures have already explained the essential changes, because the important thing is that they are no longer OEM products. This shows that Chinese enterprises already have the courage and ability to launch their own brands. At the same time, it means that they have moved from behind the scenes to face a new challenge: directly communicating with other countries' users.

The experience of buying Al Carter, Lucent and Thomson's labor pains TCL has earlier tried to internationalize than other Chinese appliance industry.

The initial merger and acquisition was not easy, and the loss once made chairman Li Dongsheng [micro-blog] thinner and several kilograms. He said, three years of difficult internationalization process, exposed some deep-seated problems that exist in our own enterprises, the following are the main points: first, the lack of systematic organizational capability; two, the lack of team management ability. "Our entire management team lacks the ability to operate internationally. At the initial stage of mergers and acquisitions, we hoped to solve this problem by relying on the international management capabilities of the M & A enterprises and the rapid recruitment of talents with multinational management experience, but these measures failed to achieve the desired results. At the same time, our original management team still lacks in basic management ability and quality. In every business segment, there is still a certain gap between the competency and quality of our management cadres.

One of the purposes of internationalization is to establish the whole Ball Market Channel Network To cultivate international brands; secondly, to establish color TV, mobile phone global industrial structure and supply chain system; the third is to improve product technology innovation capability and enhance patent technology and intellectual property rights.

Now, we have paid a heavy price for the first goal, but now we are on the right path; the second goals have made substantial progress; the third goals have not yet been fully achieved, but we have achieved solid results. After entering the international market with a huge purchase, it no longer regards itself as a Chinese company, but has begun to experience and have the courage to compete with Japan and South Korea.

　 Seeking "respect"

By the end of 2012, after a year of market research, the United States Carrier Latin American joint venture launched the brand air conditioning products in Argentina retail terminal. As Latin America's second largest country and important air conditioner market, Argentina has always been known as a high trade barrier in Latin American countries. Many international manufacturers are deterred by the various restrictions imposed by the Argentina government on foreign trade. Some international manufacturers rely entirely on agents in this country.

In order to match the product launch, the joint venture has hired the world's first hockey player, Argentina's most popular active service, to endorse the US brand. In those days, the United States hired Gong Li to endorse the air conditioner of the United States, and became a household name with a phrase "life can be more beautiful". Now it has developed its own brand in the international market, and has also rooted the domestic experience in foreign countries.

According to the plan of internationalization of the United States, the first step is to export products, including OEM, to accumulate experience. The second step is to work with well-known companies to participate in international brands. The third step is to become a brand operator. At present, the United States is in the stage of transition from second steps to third steps. The products have been spread to the whole world, and the next step is to draw on the experience of international famous brands through joint ventures, mergers and acquisitions, and expand the brand influence.

The discovery of beauty is particularly important after the pursuit of scale. The trust of overseas customers in products is based on the esteem of the company. To let the market know more and let unfamiliar users see your transparent side, the image of public welfare is particularly important.

In overseas markets, the United States strategically abandoned some unprofitable orders, and correspondingly adjusted its strategic thinking in the domestic market. In the strategic transformation that began in the middle of last year, the United States no longer blindly pursued the scale, instead of pursuing the quality of operation and sustainable profitability, and promoted the de stocking operation.

It is not hard to imagine that in 2020, China's household electrical appliance manufacturing industry will become the national label like American cars, Japanese cameras and French cosmetics. The product quality and corporate social responsibility of these appliance manufacturers will also be closely linked with national reputation. They are vanguards and leaders of the output of China's national values.

The story of HUAWEI, TCL and the United States is the realistic path taken by Chinese manufacturing industry at this stage. It is also the different side that more Chinese enterprises will face in the future. Although the products are different, they share the same characteristics. On the one hand, they are in the prosperous stage of the development of enterprises. On the other hand, they all reset themselves to a new anxiety for a new historical process. These anxieties will be meaningful, and their brave practice will provide a reference model for other enterprises in the next ten years.

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Two thousand and twelve

Lenovo or global PC champion

In October 11th, consulting firm IDC and Gartner respectively released the third quarter global PC market share data report. Among them, Gartner data show that Lenovo has the advantage of 0.2%, surpassing HP [micro-blog] as the world's largest PC manufacturer, with a market share of 15.7%, while IDC's data show that Lenovo and HP's market share gap is still 0.2%, which failed to surpass HP. Yang Yuanqing, chairman of Lenovo Group [micro-blog] board of directors, said that the 0.2% gap allowed Lenovo to enjoy the thrill of summit. Lenovo will become an indisputable leader in the global PC market.

HUAWEI overtakes Ericsson

According to HUAWEI's first half of 2012 earnings, its total revenue exceeded Ericsson for the first time in scale.

The founder of the United States has the right to make the right.

In August 25, 2012, Fang Hongbo, the founder of the US empire, gave the position of chairman of the US group to the professional manager, 9.18,0.00,0.00%, who has already served as the chairman and President of the US electrical appliance company, which means he has achieved full power. The founder created the business empire and chose professional managers as successors. Chinese private enterprises For the first time in history.