What is the Chinese manufacturing company in the eyes of the Japanese?
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First of all, you must know a basic fact: the average life expectancy of Chinese SMEs is only 2.5 years, and the average life expectancy of Chinese group companies is only 7-8 years. Compared with the average life expectancy of European and American companies of 40 years and the average life expectancy of Japanese companies of 58 years, it is simply A world apart.
According to data from the Japanese research firm Tokyo Chamber of Commerce and Research, there are as many as 21,666 companies in Japan with more than 150 years of history, and 4,850 will have a 150th birthday next year. 7568 homes with 150 birthdays...
In China, the oldest enterprise was Liu Biju, which was founded in 1538. It was followed by Zhang Xiaoquan, the old scissors of 1663, plus Chen Liji, Guangzhou Tongrentang Pharmaceutical and Wang Laoji. China has more than 150 years of history. The old shop is only five. After the variability of the planned economy period, the inheritance of its font size has been greatly reduced.
Japan is known as the "artisan country", and its technical structure is like a "pyramid". The chassis is a large number of outstanding small and medium-sized enterprises with hundreds of years of experience. These companies may have fewer than 100 employees, but have long provided high-tech, high-quality parts and raw materials for large companies. Many SMEs have an absolute share of intermediate products and intermediate technologies in the world market, and there is no shortage of them.
Japanese people's natural character pursues perfection, rigor, persistence, and excellence. When they think that technology is not perfect, they will not take it.
In terms of technology research and development, Japan has three indicators ranked first in the world: first, the proportion of R&D expenditure in GDP ranks first in the world; second, R&D expenditure led by enterprises accounts for the largest proportion of total R&D expenditure in the world; Technology patents account for more than 80% of the world's total.
This means that the entire country of Japan attaches importance to technology research and development, and also tells us why Japanese technology can stand the world. The economy is not just about building factories, but then operating efficiently. There is still a big gap between China and Japan in the construction of the economic base. Japanese companies are not only superficially Toyota, Panasonic, Sony, Canon, Hitachi, etc., but more "invisible kings" in many fields in the international market.
China still has a long way to go from a strong country. If you want to become a real economic power, you can't rely on real estate, speculation, and IT bubble.
There are many reasons why Japanese longevity companies are prosperous. Japanese longevity companies are doing better than Europe and the United States. Japanese companies invest in strategies that focus on long-term investment and return on profits. Every investment depends on market positioning and changes after decades.
Japanese companies are a society and value employees. The West values ​​the interests of shareholders. From the perspective of modern capital theory, the capital interest rates of Japanese companies are not necessarily as high as those of Western companies, but they can continue to maintain long-term interests.
Reflecting on Chinese companies, how do you think about business? Why is the gap between China and Japan getting bigger and bigger?
First, the pursuit of different
In my impression, most entrepreneurs in China, especially those in Jiangsu and Zhejiang provinces, seem to have some talent for making money. Therefore, after many people have achieved great success in their main business, they immediately began to “diversify†their strategies, investing in real estate and investing in stock securities. It’s a great joy, and quick success is a characteristic habit of the Chinese. This is true for companies and people, so it’s not surprising.
The impression that Japanese entrepreneurs give people seems to be more interested in the product itself. I went to Japan this time to communicate with a young Japanese entrepreneur who is a car bearing. To be honest, the car bearing is indeed a small product in my eyes, nothing great. But when he talked about his products, he began to dance and his eyes glowed, seemingly to enjoy the process of design and production.
As soon as I asked, his father was the chairman of the company. His brother was the general manager. He was the director and vice president of technology. The company is small in size and has a hundred people, but the service customers are famous companies such as Toyota, Honda and Suzuki. There seems to be no other business in their home. He said that there are too many things that need to be studied in light bearings. For generations, research is not transparent. How can there be energy to do something else?
From the difference between the two, I understand that the Chinese are only making money, and Japan is doing business.
The results can be imagined... There are tens of thousands of companies in Japan, and there is no one in China in the true sense of the century. This is the reason.
In fact, we take a closer look at the world famous brands, whether it is Nintendo, Microsoft, Nikon, Mercedes-Benz, Toyota, McDonald's... They seem to always focus on only one area, always deeper and deeper in their industry. The more you do, the more fun you have, the bigger you get.
Our company, including Haier, Lenovo and other Chinese brands, the Bank has not been completely successful, but also began to engage in investment, real estate, and even health care products, busy making money and seriously ignore the Bank, typically not doing business. This is probably the gap between our Chinese brand and Japanese brands.
I remember that CCTV reported a certain area in Zhejiang some time ago. This area can quickly acquire the processing capacity of the top products of a certain product in the world, but at the same time, it gave up the original industry and entered another industry in a short time. Then It quickly became the top three in another industry.
But no matter what industry, the factory is always so worn, and the equipment is always so simple. Therefore, they can't afford any wind and rain, they really made some money, but the accumulation of this wealth is not sustainable, and they have not gained the respect of their peers.
When I was inspecting at the Tokyo SME Promotion Center, the leaders who led us to visit had a special story that I remembered:
"Now you Chinese are too powerful, your learning ability is too strong, just like running, we are running in front, you are chasing behind, you are chasing faster and faster, we are more and more worried about being caught up with you. Therefore, we have to innovate. To innovate, we must increase investment. If we increase investment, we must increase the price so that we can maintain our weak advantage in the cruel competition, and we can survive. So we must Focus, we must innovate, we must strive for excellence, and this is what you are forced to do."
To be honest, when I talked about this passage, my face was hot. His words were on the surface to praise us, saying that our ability to adapt is very strong, but actually criticizing us for not knowing how to focus and innovate. Cottage, plagiarism. Our technical level and ability cannot be a threat to Japan at all. Just talk about it, we should have self-knowledge. There is an old saying in China that is good, lost in a thousand miles, and worse, we have lost a thousand miles.
China's production technology, many core technologies and equipment are from Japan and cannot be replaced. Every aspect of national life is also full of Japanese technology and products, even if the core technology in domestic products is still provided by Japan, and all of this is irreplaceable.
China has accumulated poverty and weakness for hundreds of years. We have not even figured out the basic conditions of our own. It is very arrogant to have a little bit of achievement. This is very dangerous.
So, what I want to say is that entrepreneurs should love products and brands, not money. Making money is only the result of business, not the goal of business.
Second, the understanding of technology is different
In the eyes of Chinese entrepreneurs, technology is basically equal to advanced equipment, so the equipment of Chinese bosses is more advanced than one, but the technicians who spend money are reluctant to train, and the bosses who train all the staff are even rarer.
I remember when I was designing a corporate image for a furniture company, I heard a real story: the boss of a furniture company is willing to spend 7.5 million to buy a Japanese equipment, but it takes 400,000 training for a group of technicians but can’t bear it. So that people who do not understand the operation to destroy the machine, only spend another 500,000 to repair. In fact, such examples abound in China.
If you don't say far, just say the example around us. The Chinese businessman's back camera is more than a high-end, from Canon's 50D to 5D-MAX2, and even to the 1DS-MAX3, one is more professional than one, and one is higher than a high-end, but a closer look, they use all fool mode.
It’s easy to buy a camera, because “not bad moneyâ€, but I’m reluctant to take the time to study and study. I have a lady in the group. I saw the photo I took for her and asked me what model I am. I said that I am Canon, only one or two thousand. She said that their camera is also Canon, there are more than 150,000, but the effect of the film has not been good. Therefore, people narrowly believe that as long as the equipment is good, the things that are taken are first-class, this view is obviously a bit funny and stupid.
Japanese people are not the same as Chinese people. They may be careful in buying equipment, but learning technology is more willing to spend money, while digestive technology is more willing to spend money and energy. To make an inappropriate analogy, our equipment is 100 points, their equipment may be 80 points, we may use only 30 points, and people use 95 points, so 100 × 30%, only 30 points, and 80 ×95% has 76 points. They use 80 points of equipment but they are better than our 100 points of equipment. This is the gap between technology and the gap between soft power. Therefore, equipment is not the most important, and technology is the most important.
The key to technology is comprehensive digestion and full mastery. In fact, if a company engages in the design and production of a certain product for a long time, the information, resources and technology they have acquired will become more and more systematic and in-depth, and the advantages will become more and more obvious. Any new entrant will It is impossible to catch up in the short term.
The gap between Chinese and Japanese companies can also be summed up in one sentence: the surface can be understood, not learned at all, and even more can not be adhered to.
To give a simple example, the Japanese asked the floor of the workshop to be cleaned ten times a day to keep the environment clean and the quality of the product. After the Japanese listened to it, they guaranteed 10 times a day, a lot of time, and perseverance. We have no problem ten times in the first three days. One week has passed, ten times have changed eight times, slowly five times and five times, five times have changed twice, and the last three days, once every five days, once a week can not be guaranteed.
We are even one of the most basic things. Many technical indicators and details are deformed in such self-relaxation, which in turn affects the quality of products and corporate reputation. In the long run, how come the brand?
Third, the understanding of speed is different
The Chinese people especially like to pursue the speed leap forward. The idea of ​​great success and quick success is extremely serious. Chinese people like to pay attention to immediate results, pay attention to the so-called efficiency and speed. The Japanese seem to be different from us. Our guide, Yingzi, said that the Japanese seem to be more procedural and rigid, behind the rigor, precision, persistence, excellence, focus, professionalism and seriousness. The Chinese people are more flexible, behind the scenes are small cleverness, cut corners, self-righteous, and shoddy.
In fact, we can see that the development of the Japanese economy is still far ahead of us, and the structure and quality of development are much better than ours. The Japanese economy's consumption of energy and damage to the environment are not at the same level as we are at all, but there is a world of difference. Our unit energy consumption is 150 times that of Japan, which means that we consume the same thing. The value created by Japan is 150 times that of ours. This can't help but deserve our deep thought: What is fast? What is slow?
Japan's development of the economy is to benefit the people, so that the quality of life of the already high quality has a higher goal. China's development of the economy is used to compare and show off. What is even more frightening is that most people’s blind "patriotic enthusiasm" will make China take more detours...
Like the roads in China's emerging cities, the gas pipes have just been repaired and paved. After half a year, the pipes have been laid. In a few days, the liquefied gas pipes have been opened. The speed of our highways is also amazing! Unfortunately, every time you walk on the highway, you will find that the road is being built here, and the road is being built there. The highway has to be renovated in two or three years.
And these are calculated in GDP, it takes a hundred million to repair a road, and it costs eight million to repair it once again. It costs 50 million to repair it once again, and our GDP is 2.3 billion. People spend 100 million at a time, or 120 million, to get it. On the surface, people seem to spend a little more money. The speed of people is slower, but once they are in place, they don't need toss and waste.
In my opinion, the so-called "fast" must first be based on the premise of ensuring quality. Only when it is so fast can it be meaningful. Otherwise, it will go faster if it comes too fast, and it will die quickly if it is born fast, and it will fall fast soon. Any development of ours should follow the laws of natural sciences. Don't think about it all at once, and deviate from the laws of nature. It is destined to end in failure, and so is the brand.
Japanese brands, such as Sony, Panasonic, Toyota, Canon, etc., have spent at least a few hundred years to build their own brands, and China is not only the old ones (in fact, the quality is not the case), the real market The brand's index is only two or three decades.
Therefore, we should not be impatient, do not rush for quick success, calm down, be able to withstand loneliness, concentrate on development, and in the next 50 years, China will definitely produce a number of big brands. However, if China is as eager for quick success, arrogance, self-righteousness, and great success, China will never have a world-class brand.
What is the brand? Brands are an experience for consumers, or a promise that can be trusted, and a tool for profitability for companies. Therefore, branding is basically an investment. Of course, some investments can be immediate, and some investments may not see obvious returns in the short term, but they will take a long time to see results.
People with long-term vision know how to increase investment in brand building because he has patience. And some people see that their investment in the brand has no return in the short term, they are disheartened, and feel that it is not as good as buying stocks and buying flats. Over time, he will find himself making a very serious mistake, and by that time, the mistake has been irreparable.
I used to have a customer, Hebei Benya clothing, his boss was very frustrated to tell me, "Our factory used to be similar to Tianjin Dawei clothing, our business is better than theirs, orders can not do, so, We feel that we don't need to be a brand at all.†At this time, Dawei Garment saw the value and significance of branding, increased investment in branding, and shaped its brand through various channels.
The current situation is that the same shirt, with the "Dawei" can sell hundreds of thousands of dollars, and their brand can only sell dozens of hundreds, quality, materials, workmanship are exactly the same. The boss of Benya now knows that he is wrong and wants to catch up, but the cost is too big to imagine.