Zhang Weaving the Internet age,

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Hou Jiyong

doubt, Zhang is the benchmark of entrepreneurs, leaders of the group, but the last couple of years, and his low-key even more curious. What is he thinking? He should lead the Haier Group - Chinese home appliance industry,[link widoczny dla zalogowanych], members of the club's first billion in revenue - for what change?
the second decade of the 21st century, the beginning of the year in order to is the Internet.
in the dialogue, Zhang repeatedly mentioned Apple, and his words reveal the identity of their business success and learning, meaning to catch up. calm a little more passion.
in the 100-minute interview, he painted a vision of the next decade the company's development, but also about the way globalization over the last decade of confusion and harvest.
the proposed needs a signal flare, Forced to enhance the quality of staff, developing market, so CEO to do, and then drive the entire organizational structure and processes of change, and managers become resource providers.
which spawned their own decisions, large and small body, so that the organizational structure by the - Internet.
age of the Internet

Zhang: In each period, the prevailing environment we find an innovative opportunity. And other large companies than, more than anyone else I think the strength is not necessary, meaningful comparison of who has the capacity to seize opportunities. Japanese entrepreneurs said that an apple defeated the Japanese-owned enterprises. Why, the Lord is Apple to seize the opportunity.
we had to go to Japan, all of the companies have received Haier, only Sony is not welcome. Looking back, this is a closed mentality. Now look, no matter who the resource, only you can integrate, that is, your resources, especially the Internet era. We now concentrate, to seize the opportunity of the Internet age, to create business models to adapt to the Internet age. This requires everyone to face the market, everyone has the entrepreneurial spirit.

Zhang: one is the problem, the other is a common challenge we face. Large international companies, personnel quality, high technical competence, which is the foundation, and once combined with the market process, he is not got the power. We only hope that with the right market, improve the quality of our staff Forced, Forced to enhance our ability to integrate global resources. This can also be called
regional market is a small community. You have to do is find and meet the needs of these small communities. Is not it?
Zhang: Yes, that such a notion.
Internet has brought demand for personalized, individual needs to bring marketing fragmentation. For the enterprises, but the OEM license is no longer a given, how do you know what needs 1000? In the past we can not find it. Now only be found using the Internet. Like the There are 45 million Facebook community, each community who are like-minded, and they therefore form a relationship. Is personalized, or relatively personalized. In other words, to solve the problem is, how the needs of numerous small congregation, into the relative needs of the public.
the challenge great. Chinese companies are selling the original product, now have to sell services, we proposed to conduct such a change of Haier. Many enterprises are challenged, do not do manufacturing of service? Actually not, how to seize the individual needs to meet the individual needs, which is selling services. Self-centered, I produced, you take it or not I think of anything else, which is selling products. Product means that starting from the self-will to provide customers with products and services that will start from the customer and provide the products they need. It is our continuous effort to do.
Forced theory

Zhang: In order to meet the individual needs of users must be based on technological innovation, is a necessary condition, there is no technological innovation, the user no way to individual needs. We are not the center of technological innovation, but the user demands, user needs by the Forced.

Zhang: In the Internet era, all the world's resources, as long as you want, you can use are. My personal definition is, the original is international, it is globalization. Internationalization is the enterprise's own resources, international career in a path, the class such as multinational corporations; globalization is the world's resources to achieve the target company in the world.
Haier is also a research and development, marketing, I can put the resources to take over the world. Objective one, to global brands. I will start shaping up the brand abroad, my goal is an international brand. I get recognized at the international, domestic consumers are recognized.
after global resources, according to our logic to integrate. Haier has a lot of foreigners in the work there may be a particularly well-known high-end company's R & D personnel in particular, to here, not only the development of a product, have developed a market. They are also a very large baptism. In the past they developed a product on the line, and now have to develop the market, as well as the fate of this product, replacement charge.
In fact, the marketing abroad has long been a point of view on management, product development should not be done in the laboratory, but should be completed in the market. How difficult is equal to the whole process to get through, end to end integration of resources.

Zhang: Unified large platform, into one personalized area, which is the United States, this is Europe, which is Southeast Asia, the regional planning to go inside. Where each region has different needs, such as in the United States, use of the United States in local manufacturing, research and development, marketing resources, integrate all the resources together, and then in the whole group on the American market.
internet marketing, we are now in the relatively large effort from top to bottom. Mall brands are the grandmother and can not be with them recklessly. E able to attract the attention of young people abroad.
global manufacturing, global sales, especially in developed countries to the concept of time to solve a problem, that is afraid to enter. Through access to developed country, to dispel the concerns. Markets such as Germany, have found it difficult to get, (after our decision to get into) all of a sudden we were forced to put up.
Americans say that is because of the great enemy, have a great American. First find a strong opponent, who own all of a sudden stimulus, much like Liu's To find one of the most powerful opponent, it can improve the quality of their own, once the starting point is high. On this basis, then go to other areas, must first fight, to fight first.
global vision

it is a challenge and opportunity, how to face? May be reshaping the industry, Haier's voice will strengthen it?
Zhang: If I hand a user resources that I can come in a whole. Such things, until we all thought it was a great opportunity for new, but always difficult to start, is the flower does not rain clouds. Cisco these companies, he has a technology, technical competence, and he (the time in the development of this one) are willing to look for Haier, and why? You find the user to find a market, you can touch the ground. Another technique, not ground gas, there is no market.
triple play, I said, do some integration, it must be three-screen integration, large screen TV, the computer is the screen, the phone is a small screen, IPAD can be a cell phone, computer and TV. Companies can not narcissistic, Continuity in the original, based on the product a success, disruptive innovation is the subversion of the original logic, to re-invent a new path. The enterprise, and more to do disruptive innovation.
I would argue that innovation is based on the needs of users Forced. We are now part of the continuity of innovation, such as R & D department, the product a success; destruction is part of innovation, such as the Group R & D department, subvert the existing model. One is now, one is the future.
such as Apple's products, reflecting the times, up to now, Nokia's much bigger than Apple's influence is much smaller than Apple because of Nokia's half a step slower than the times. Nokia provides to the user, is a communications tool, and Apple offers a terminal into the information age. It is the Internet age, who can put the user into the Internet age, will win. What is important instead of carriers.
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Zhang: We currently have two listed companies, Qingdao Haier (600690.SH) is responsible for manufacturing, product development. Haier Electric (01169.HK) mainly channel is accounted for R & D and marketing of the smile curve ends. I sometimes think that the future should be more like a T-, R & D and marketing together into a straight line, no longer turning, but the manufacturers should outsource the vertical integration of external resources. Especially the black manufacture, how to do, but than Foxconn.
the next decade, the direction of our development strategy is to do with the global brand, integrating global resources. Our advantage is the ability to access user resources, user resources I can use for these resources.
Zhang weaving

Zhang weaving to a unique model: not only is the mouse, but mouse + cement.
mahogany bar with a long table, a chair, Zhang sat across from a reporter, V Neck T shirt with a suit outside the random sets, tea cups in hand. But reporters have not seen all these years, he wanted the issue to do, read the book is not easy. He had been thinking, in the Internet age, Haier has such an industry leader, can continue to lead China's next step is.
age of the Internet, the global manufacturing industry is undergoing changes, from mass manufacturing to mass customization in transition, Chinese enterprises are good at the manufacture of a product into a million units,[link widoczny dla zalogowanych], which is a large-scale manufacturing, Chinese companies do not concentration of hundreds of good demand for customization, the formation of a hundred thousand units of the market, which is a large requirement system. Age of the Internet industry will be constituted in mass customization.
how to find requirements? Leaflets over the streets, but users do not know what he wants. Zhang agreed Drucker point of view: the demand is not created, the user does not know what they want. How to create demand, and only through the Internet. A half-hour interview, Zhang talked a lot about is the Internet to the impact of this era, Haier engaged in a hug in the Internet revolution. This change on the order of process reengineering, the next Kai triple play, goal is to surpass China.
This change has been known as the internal Haier
how to create demand? User-use center, from selling products to selling services transformation. Manufacturers to sell products to design and manufacture of the first, you must, do not I think of any other; selling services is to understand user needs, according to requirements definition product, and research and development, production and sales. Also inventory, to implement a Demand for, what products customers need, immediately available, you do not, I will not Yahuo.
how these personalized products serve customers? Effects of the Internet happened.
future business needs of two nets, a net is a real network, run the products, parts, one is a virtual network, run the data are bits. Zhang believes that Haier's strengths is the real network, and stores throughout the country, each county, township and village has a sales, service, distribution terminals, the county has 2,800 stores nationwide. For B2C, C2C and other Internet star companies, they are most troublesome, is this real network.
This is Jingdong, Dangdang, where the company does not make money off other reasons,[link widoczny dla zalogowanych], actual network construction swallowed the possible profits.
Haier virtual network is weak. Zhang is considering how to build their own virtual network, an approach is self, self, you need a deep understanding of the introduction of the Internet from outside the person, another approach is to acquire, purchase the most simple to solve the problem of Internet professionals, but in general Internet talent only understand electronics, do not understand the business, whether a perfect fit and now Haier is a challenge.
virtual networks have been established to fully ensure the company's entrepreneurial genes. Gome, Suning and other exploration companies in the e-commerce is the lesson: Compared with the offline business, the company's Internet business is equivalent to a small proportion of the company resources to this area is difficult to tilt. Jingdong is different now is his online business, but also his future.
Zhang possible future approach is to let the company to maintain absolute independence, as an entrepreneurial company like that. If so, he took a heavy company into a light company, the Internet is this light the company's wings, helping them to vacate the fly.
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