Interpretation of Huawei, analyzed beautiful
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??? who is it? From 20,000 yuan, employees have less than 20 people, less than 20 years, developed to more than 20,000 employees, 32 billion registered capital, and annual sales reached tens of billions.
??? who is it? Selling China's switch to more than 40 countries and regions around the world, making the world's largest communication equipment provider Cisco exclaimed: "In the next few years, Cisco has only a competitor, ...".
??? who is it? Promoting China's communication market, will be the original purchase of expensive communication equipment, from the original relying on imported to complete country production, the people have to pay nearly 10,000 yuan, and they will queue for 1 year, in order to install the phone home, now only need For up to 7 days, only the renminbi is less than 300 yuan, or even free, it will play an important role in the process.
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??? This is a few tens of kilometers away from the beautiful company. The Huawei Company in the same city, this private enterprise founded in 1987, after thousands of years of development, assets and scale expansion, how is it? It is successful to get this kind of myth.
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??? Why do you want to "interpret Huawei"? It is better and beautiful, we can translate into the wisdom of our entrepreneurs from this successful enterprise, which is the place where we pay attention is to be concerned? How do we promote strengths?
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??? We will interpret and analyze them from market strategies, talent strategies and corporate culture.
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marketing strategy
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As a high-tech industry, Huawei's competitors are not much, but the beautiful in the apparel industry, there is a unclear competitor, and there is still "to all, die, hurried Another new competitor, the market strategy between the two is different, but the basic model is the same, it is a bit like the "ticket number" of the ancient Jin merchants, and the office is established. Branches, and implement the rubegate system, the disposal of the market staff, monthly or regular return headquarters, report work and arrange the next stage of work. Huawei company's business model is: "Seize the opportunity, relying on the high investment of research and development to get the leading advantage of product technology and performance price, through large-scale sweeping marketing, forming positive feedback in the shortest time in the shortest time Fully obtain the excess profit of 'opportunity window'. Constantly optimize mature products, control the price competition in the market, expand and consolidate in the market leading position ... ",
??? Huawei's market department has a saying: "There is no customer who can't communicate in the world." The "customer relationship is the core competitiveness", this is Huawei understands more profound market learning, "Huawei The product may not be the best, but what is it? What is the core competitiveness? Choose me without choosing you is the core competitiveness! "Huawei's customer relationship has also been summarized as" one five project ", Team, five means (visit the company, visit models, on-site meeting, technical exchange, management and business research), a database.
??? Huawei does not admit it to the sales staff, sales promotion is a "stimulus" mode, which can improve the enthusiasm of personal short-term due to income, but bonuses can make people consider the market global, targeted, although this and apparel industry The store is different, but "" Let ordinary people become a 'Tu Wolf', produce the courage to bite with 'lion', must have a method that makes people to kill. " And Huawei bonus does not necessarily be fulfilled in cash, more equity. Equity accumulation can be added due to the growth of performance, and equity distribution promotes the head of the company. Implementing internal equity, Huawei is the earliest way to use domestic private enterprises and use considerable success. Huawei's sales object is generally large companies or groups, making it suitable for the pharmaceutical development model for dealers. ??? Huawei introduces dissipative structural theory into enterprise dynamics (dissipative structure is existing in the objective world, the substance has become an orderly state by means of a certain energy, for example, the laser is a typical structure of a dissipative structure. When the energy is insufficient, the irregular photon is launched, and when the energy is sufficient, the laser beam of monochrome is very strong, and the directional direction is highly converted into expanded force, "intensive strength, substance Not necessarily powerful, the company does not necessarily have benefits. To expand, expansion is a dissipation, which will have contradictions, the effective transformation of contradictions, and companies have vitality. " The world's strong invasion of the Chinese market is also funded, and the technology has continued to expand the Chinese market, and more profits have been obtained. Beautiful to achieve its own established goals, but also need to expand, but the power of the beautiful market is relatively weak, and the proportion of personnel accounts for a small part of the headquarters staff. Only expansion will produce design, logistics support, financing and other aspects. A large demand contradiction. Huawei's successful financing channel, one of which is to vigorously develop the "Interest Community", including collaborative enterprises, distributors and business employees. Beautiful also needs to develop this kind of "interest community". Banks have always been a particularly difficult to love, and have a beautiful asset volume, and it is more difficult to financing through bank financing, and cooperative enterprises (processing factories, suppliers, suppliers) financing is Limited, the internal equity method is beautiful and there is no experience, development of dealers, franchisees is the most effective financing method, and is also effective enterprise expansion, and some other successful brand clothing companies, such as Guangzhou Brother, Zhuhai Wei. Silkman, Wenzhou Meters gangs in less than ten years, and the distributors have more than 1,000, and the domestic economy has been steadily grown in recent years. Many small investors are looking for market opportunities, exactly The best time to expand.
??? Huawei rarely appear in the media and captures the market when they have passed the media advertising assistance (this is also the same as the brother of the apparel industry), but through internal communications (their own media), communicate with customers or quasi-customer This communication is more professional and targeted, various solutions, investment strategies, customers like, and care about more, comprehensive, (there are two ways to brother, one is end user In this regard, clothes match, the latest clothing and fabric trend and trend, etc., the print quality is beautiful, less content, no regular release, one is the investor internal communication, introduction model, shop decoration plan, customer Introduction to investment and management, 16 open newspapers, etc. Beautiful media investment models and they are similar, less in public media show, there is a fixed double moon magazine and intranet, the Internet, but content construction is a bit informed. ?
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Talent strategy
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??? Training employee is the most distinctive side of Huawei, the professionalism of Huawei employees, from his recruitment test, to continuous skill training, continuous examination and screening, and finally go to official job, may experience 6 Since the month, I shortly after I came out of Xinjiang, another colleague went to a market department of Huawei. For a few more than one year, they are studying, internship, and then learning, before using soldiers, hard practice, staying in the sand field. It is the old, Huawei president, Ren Zhengfu, "Enterprise development is to develop a group of wolves. The wolf has three major characteristics: First, the keen sense of smell, the second is unyielding, exciting the spirit of attack, the third is the consciousness of the group," so training Employee, how many competitors beat him? The middle-level cadres and headquarters employees of the graceful company are better, but the first-line clerk and the store manager are not good enough when seeking water mountains, but may be that the training is not enough, the market department and human resources Colleagues are trying to improve this phenomenon and is very appropriate and necessary. One of Huawei employee training project is to buy some daily necessities, let employees go to the street selling, the sales capabilities opposite the exercise surface (most places in Shenzhen are not allowed to be stall, but the urban management has already bled the Huawei, because confiscation It has to be also given to them, and the municipal government does not dare to have a sin, let alone these "big caps", I heard that the hat will not be repaired later). The beautiful training clerk does not necessarily need this, because the clerk is distributed around the land, and the basic quality is not as good as Huawei (people say that Huawei's door is undergraduate, this is certainly a bit exaggerated), but the colleagues responsible for training can go out, choose the area The way in which training, network assisted training, of course, the colleagues responsible for training will have a better way.
??? Incentive employee is a reason for Huawei success. Give the employee have a chance to serve, there is an improved space, when the market is expanding, Huawei's management encourages market staff: "First seal you a head of the group, no soldiers can recruit again!" Huawei's reward is also very rich, a Huawei competitor in Beijing Zhongguancun said: "Huawei is the same as the mountain, said to the employee, go out, this is yours." At present, the performance system (replaced year-end bonus system) is currently explored, and management is highly expected. I hope to improve the situation in which some efficiency is not high or low, because it is not very mature, so the incentive effect is not obvious, looking for shop There is no universal effect for rewards given 1,000 yuan. ??? Personnel configuration, Huawei assigns human resources to 46: 33: 12: 9 (R & D personnel: Market staff: Manufacturer: Manager), this data can see Huawei attaches great importance to product and market. "79% of the total number of employees is the best employee in the industry, and it is the best soil that produces middle managers."
??? Talents deposit, talent aging, and constant elimination (elimination is not equal to the resignation), is a inevitable problem in all enterprises, these returns, there are many experienced, unique talents, Huawei practice is Place them as suppliers (or service providers) and agents, continue to use them. Beautiful and late morning will also appear precipitation, and motivate these people can also create even more value.
??? Talents, Huawei is recruiting in colleges and universities every year. In 2001, when Huawei expansion, he was recruited in colleges and universities in national universities. During the period, the "talented monopoly", and the competitors of the same city, the people's talents are also known as "thrilling", and Huawei is often better than "heartless". Beautifully don't need such a big hand to engage the "talent monopoly", and the clothing industry is already very mature, and the talents of the apparel industry, including design, market sales, procurement, information analysis, etc. Professional talents are beautiful, the most demanding talents.
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company culture
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??? Why is corporate culture and a market strategy, talent strategy comes out "Interpretation", I found a large number of magazines in the Shenzhen Library, found the magazine of corporate culture, like philosophy, biology, computer network, occupying a large piece The "corporate culture" in the window, the magazine is actually "big articles", corporate culture is a phenomenon, which is in business environment, and the company has continued to enter the enterprise and customers, employees, employees and employees. In the interaction, each company has gradually formed a culture, perhaps, is the corporate culture we have ignored, unclear, causing different fate of the company. Cultural construction, Huawei began a large-scale discussion early in 1995, which in turn gave birth to the "Huawei Basic Law" birth together with Hong Kong. Usually, many enterprises in corporate culture are hanging on their mouths, leaders and subordinates often think about faults. "The following people are thinking about the boss every day, thinking that the boss is difficult to understand, think the boss is saying 'Bird'; boss It feels that the following people are increasingly abundant, 'stupid like the pig. " At this time, the management is like a high flying bird, the more flying higher, and the "pig" on the ground is getting farther and farther. "Because the language is unlocked, the lack of effective communication, the information issued by the 'Bird' cannot be transmitted to the 'pig' there, and the" pig 'idea can not be in time and accurately "Bird'," When the system is not being implemented and accepted, it is the main reason for "bird" and "pig" phenomenon, and culture is rooted in the masses. It is rooted in all corners of the entire enterprise. It is an embodiment of employee common values. It is a little more accumulated, and we look at how Huawei's corporate culture is formed. ??? Huawei's corporate culture, summarizes these few, "passionate culture", "dedication culture", "crisis culture", "service culture".
??? Passion Culture: Before Huawei held the employee meeting, he often called on everyone to sing "Unity is the power", "the People's Liberation Army", "In order to enhance employee's survival and survival ability, Huawei keeps instilling various concepts: 'Live It is the hard truth '"," enterprise development is to develop a batch of wolves. The wolf has three major characteristics: First, the keen sense of smell, the second is unyielding, exciting attack spirit, the third is the consciousness of the group ", the internal speech and propaganda of the leadership The material, the font line does not reveal "passion, inspiration, incitement, order and temptation", a human man is deeply said: "When the day of Huawei's life is fighting, which one market will be Blood boiling, which leaders speaking is touching the lungs, passwords, vows, determined to flood the whole world, the body and mind are always in excitement, fanatical, do not know how tired, not counted. "
Dedicated culture: Speaking of Huawei's employee, regardless of the business personnel from the foreign running market, still in the headquarters stationed, there are many fine places to reveal, early R & D staff work overtime, often put below its desk. A mat, timeout work is the characteristics of them, the market pioneering personnel, can also in some remote county-level guest houses, to take the local agricultural Chinese-language exchange market, endure "there is no way to take a bath for a few months". Like the senior person, Huawei president is not talked about two examples: "For the market that saves a place, Huawei high-level management personnel rushed to Shenyang. When the customer wants to negotiate with Ericsson, he just arrived in Shenyang, no After drinking a sigh of water, I immediately rushed to the hotel hall waiting. Because when I didn't know when the client talked, he did not dare to leave, and the rice did not eat. It is noted late at night, the customer finally came out, the Huawei The high-rise immediately went to talk. But the other party only has a 'no time', "" "" It took more than 4 hours in the cold wind. Finally, the important guest arrived, seeing someone picking him back, but when I know that the other party is not AT & T, I will go. " On the other hand, Huawei operation is the scientific and technological industry. From the non-definitive trend of the rich industry, "100 billion funds under the national golden period" and the real estate golden period in high return, Huawei is not moving. Establized to study the switch and its market, constantly fill the domestic technical gap, enter the international market, and call the world's largest communication equipment supplier - Cisco. ??? Crisis Culture: This, you can run through all levels of Huawei. In the past few years, Huawei has continuously passed the "Wolf", "Huawei's Winter", "Huawei's Hongqi to how long can I play", " Before the cold winter has not yet arrived, it is ready to "winter cotton jacket", "never stop the last elimination system, eliminating unique employees can activate the entire organization.", "A little explosive can be fried. After removing the entire bridge, if Huawei as this bridge, where is its fatal weakness? "The Huawei president Ren Zhengfu said in an employee meeting." If this time everyone is uns, I only have from these five The building is jumping ", it is this kind of upward, from the management to the frontline employee, always transform the crisis into mission, thus constantly surpassing yourself, surpassing domestic and international peers. "What is the entrepreneurial spirit of Chinese private enterprises? ... When the capital accumulation is completed, the scale of the company has expanded, and when the entrepreneur is the end of the substance, it will immediately feel the loss of entrepreneurial spirit ...", Huawei Perhaps the poor period may have passed, the beautiful poverty is not over, because there is no capital to expand your site, there is not enough capital to attract more excellent talents, we should have a beautiful future beautiful staff, there should be "Four Walls, Only 'China has a' "the heroic and responsibility of the Huawei entrepreneurs. We hope that Miss Li Li will take the helicopter around the world, and the old Cai is in the paving of the Sherres, and we have these "乞丐", there is a wife to live, support parents, fund poor children. Uponed environment.
??? Service culture: Serving customers, serving colleagues, in order to do relationships with customers, some Huawei people can go to the university to go up and down the telecommunications management bureau, love people to Shenzhen to see the sea, home change the coal gas tank Waiting for a family person, "Huawei uses a natural way to make employees believe that in order to market sales, all companies do are not shameful", and internal employees help each other, learn from each other. Training Activity is reflected, "customer relationship is the core competitiveness", "Huawei provides business analysis, users really feel Huawei is a professional solution for them", even Shanghai Bell participated in bidding The salesperson didn't help but think that "the result has been lost before the bidding results". The marketing department uses everywhere for our customers. With "not a first-class product, there is no strong background of national or international institutions", hard is to squeeze Nine electric and Lucent in some domestic non-telecom business projects. ?
??? Say "Interpretation of Huawei", just from various newspapers and magazines, some of the open level "read" from the book, it is inevitable that there will be "misunderstanding", and "analyzes beautiful", but only in "core" In addition, listening to the chair of beautiful old employees, see the changes in the year, make some skin, or "nonsense", but no matter what, I always feel "life is short", can leave Only footprints, and this footprint, someone must record and add bypass, history, is thus formed. Perhaps some places have no reference, after all, one is a high-tech electronics industry with high thresholds, one is a very mature apparel industry, but Huawei and beautiful, all of them are designed, their own sales market, part The business model distributed by the agent is in the same country system, the same piece of the potential enterprise, can be used to learn from the place.
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At this time, Huawei is a big brother who is burly, surrounded, is beautiful, just a weak, a little daughter is being mature.
