How To Make Use Of Zhang Ruimin'S Management Approach To Become A Key Factor

Zhang Ruimin's management approach is a key factor. In January 16th, Haier group 2014 Internet innovation interactive conference, CEO Zhang Ruimin used the "three questions" to explain to the management the Haier group's strategy: enterprise platform, employee creation, user personalization.

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< center > < img alt= > "how to manage the way of signing Zhang Ruimin?" src= "http://www.efpp.com.cn/uploadfiles/2014-1-27/20140127112316_5190.jpg" width= "320" height= "240" / "/center".

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< p > Zhang Ruimin's question is: what is the Internet thinking of the enterprise? What is the purpose of the Internet? What is the Internet value of employees? The following is a summary of the speech by the media editor to Zhang Ruimin.

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< p > the relationship between the three "what is" is a progressive logic.

The first "what" means the direction, and the second "what is" refers to the path, and the third "what is" refers to the implementation.

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What is the Internet thinking of enterprises with < p > strong > 1.? < /strong > < /p >

< p > enterprise's Internet thinking should be zero distance, < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" > Network < /a > thinking. Enterprises should pform the game relationship with employees and partners into a win-win environment.

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In the era of P, the biggest challenge and opportunity for enterprises is zero distance.

In the final analysis, networking has no boundaries. The original enterprises have boundaries, but now they have no boundaries.

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< p > distance and boundary cause the relationship between enterprises and employees, users and partners is a game relationship.

And zero distance and networking require the relationship between enterprises and the three to become a win-win ecosystem.

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< p > for example, between enterprises and users.

In the past, information between enterprises and users was asymmetric, and initiative was in the hands of enterprises.

Enterprises do everything possible to let users understand products and buy products, the best means is advertising and publicity.

Now, users may know more information than enterprises, so they can not convince users through advertisements.

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< p > like enterprises and employees, enterprises used to control employees. Employees must follow the direction of the enterprise, but now they can not. Employees know information faster than enterprises know. They know the needs of users at the first time, but businesses may not know, so they can not take the past way, they must have their own autonomy.

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There is another feature of the P ecosystem: opening up.

In the past, the internal and external boundaries of enterprises were very clear, but the ecosystem is different, and who can satisfy users' needs and who can create value for users can come in.

This is also a networked thinking.

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< p > the ecosystem of parallel platforms must be "decentralized" and "distributed".

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< p > no center becomes distributed. The so-called distribution is what we call < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > flat < /a > network.

Several units are distributed, and everyone can face the market. Everyone can play their own value and everyone can have autonomy.

Of course, we do not know that the existence of leadership does not mean that he does not exist, but that there is a mechanism and an atmosphere that enables everyone to drive himself to achieve value.

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P now looks like we have a lot of interest groups, though they are called Li community, but they are not open and have not built an ecological circle. This is very dangerous and may be eliminated in the next stage.

There are many products that have been done well in the industry. You may feel that your resources are the best in the industry in the past, so you can rest easy.

But on a global scale, the best resources are definitely not yours. You have to find ways to get them in.

There are still many industries that do not build a community of ecosphere. 2014 is a great opportunity, but also a very big challenge.

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What is the Internet tenet of enterprises with < p > strong > 2.? < /strong > < /p >

< p > (1) the tenet of Internet is the purpose of user experience.

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< p > user experience includes: from passive acceptance of products to active participation of users in the whole process, enterprises must aim at creating the best experience of users in the whole process.

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< p > in the past, many enterprises said that my aim is to make money, but in fact, this view is wrong even in the traditional enterprise era.

Drucker once said that the purpose of an enterprise is not to make money. The purpose of an enterprise is only a correct and effective definition or purpose, that is, to create users and create customers.

In the past, the aim of enterprises was to create customers. Now, it is to let users participate in the whole process.

In the past, it was not the participation of the whole process. Now, users must participate in the whole process.

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< p > (2) < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107102" > Haier < /a > the quest for the aim of the Internet: the integration of the two circles into the /p.

< p > the so-called inner ring, that is, the original organization into a parallel ecological circle.

The original organization must be broken, and all of them will become parallel.

The outer circle is the best experience of the whole process of users. It includes not only the process from design to the end, but also the dissatisfaction of the product and then the pformation of the next product.

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< p > we must establish a parallel ecological circle and achieve a virtuous circle.

First of all, ensure the accessibility of resources.

Second, all stakeholders must be maximized.

Only in this way can the dynamic optimization be carried out again and again.

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< p > now is the mobile Internet era. Unlike the PC based Internet, Martin, the winner of mobile terminal, said consumers are "not shopping but shopping."

Nowadays, consumers can shop on the bus, shop at home and shop at table, at any time.

Enterprises must try to make consumers get the best experience.

Therefore, Martin said that every shopping experience could become a real-time live news broadcast all over the world.

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< p > Zhang Ruimin said Haier must have a goal to make all household electrical appliances interactive network.

"The consumer bought an electrical appliance to go home, but without electricity, the appliance is zero, and it has no use at all.

In the future, if this appliance fails to get online, I think it will be zero. "

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< p > as Kevin Kelly said, "hardware software", users can not buy appliances, can rent.

Instead of selling refrigerators, Haier provides a service for refrigerated food.

If we turn the refrigerator into an interactive network, the supermarket can know the situation of consumers' refrigerators storage.

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< p >. Therefore, it is not possible for Li community not to be connected in parallel, but not to become an Ecosphere.

By 2014, there will be no way out if these products do not become an interactive web device.

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< p > Zhang Ruimin said that now is the three major interactive platform: information exchange platform, payment platform, distribution platform, but now information exchange platform is more interactive price, he thinks more important is interactive value, no value interaction is of little significance.

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< p > (3) new topic 2014 < /p >

< p > first, products without the best experience of users should not be produced.

Now there are still some products that do not interact with each other, or do the design behind closed doors, and then go out to advertise after the design is finished.

This year, traditional advertisements should not be fought, nor should one be beaten.

If you advertised, you still have a distance from the user. You can attract users through advertising.

It doesn't work at all. You have to interact with users online.

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< p > Second, if the product is not the terminal of the Internet, then the interaction will be very difficult.

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< p > Third, no value exchange platform trading should not exist.

There are still some buying and selling pactions, which is not acceptable.

Buying and selling is meaningless and against the trend.

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< p > < strong > 3, employee's < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107101" > Internet value < /a > what is it? < /strong > /p >

< p > 1) the Internet value of employees is the value of self employment and innovation. < /p >

< p > the value of self starting innovation includes: the self actuating innovator from the executive under the hierarchical system to the platform; the entrepreneurial staff is not confined to the employees of the enterprise, but the concept of the ecological circle.

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< p > employee training in the past is to recruit employees and train employees, so that employees can agree with the concept of enterprise culture and enterprise.

Although these are all needed, but if we get the employee's approval, we can create a unified model for our employees. Such employees may have very strong executive power, but there is no room for their own innovation.

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"P >" in 80s, the whole world was learning Japan, and felt that the Japanese model was very good. As long as the leader said what to do, the subordinates would perform very well.

But now, a large number of Japanese enterprises are falling down. For a very important reason, I think this kind of culture is entirely a culture of execution rather than an innovation culture.

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< p > now we have changed the definition of employees. In the past, we said employees were Haier people. Now, as long as they are in this ecosystem, they can be counted as Haier employees.

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< p > (2) Haier's search for employees' Internet value -- employee's super profit sharing table < /p >

< p > How can employees embody the value of independent innovation? We have made a super profit sharing table based on two dimensional matrix.

The horizontal axis is almost the same as that of other general enterprises, that is, the competitiveness of the market, including the amount of profits and the amount of income.

The vertical axis is the evolution of the ecosystem, testing whether you are an enterprise in the Internet age.

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P > (3) the new topic of 2014 < /p >

< p > non self starting and non profit sharing entities, as well as employees of non creative customers, should not exist.

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< p > nowadays, enterprises do not provide each employee with a job, but provide an opportunity for entrepreneurship.

In the past, it may be because people set things up. This person can do this, so let him in.

This is not the case. Now, there are many entrepreneurial opportunities. Whoever can get this entrepreneurial opportunity will let anyone in.

You can come in if you do today. If you can't do it tomorrow, you can go out.

Everyone should think it over.

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