Cold thinking on "brand" and "intelligent manufacturing"

The 2015 "Top Ten Management Practices in China" list of CEConlines shows that "brand" and "intelligent manufacturing" are the two directions that Made in China has been striving for in the past year. However, there is a robot killing incident in the Volkswagen factory, will you still think about intelligent manufacturing? In the era of increasingly virtualized mobile Internet, a bad review from a consumer may ruin your hard work. Do you still believe in the magic of brands as before?

The selection of management practices helps us to know the current hotspots in the corporate world, but if there is a lack of calm thinking and in-depth analysis of the hotspots, the selection will only turn into a commotion. On January 7, 2016, the CEConlines convened representatives of the 2015 "Top Ten Management Practices in China" and related experts to have a powerful discussion on the "brand" and "intelligent manufacturing" that the business community paid attention to in 2015. The event attracted nearly 200 business managers from southern China to participate and actively interact.

Standing at the "window" of intelligent manufacturing, how do you fly?

Regarding the topic of intelligent manufacturing, the guests said:

"When chasing the 'window' of intelligent manufacturing, enterprises should stick to their original intentions and never forget the essence of operation."

"The core of intelligent manufacturing is not the robot, but the big data and information flow behind the business process."

"In the current tide of machine substitution, the future human-machine interaction will be Mixed production with humans and machines is confusing. It is necessary to protect the managers, commissioners and maintenance personnel of those robots in the factory through personalized solutions.”

He, Vice President of Comau Group China Wan Min, gave a keynote speech at this forum entitled "How Informatization and Intelligence Reshape Made in China". He pointed out that a core of intelligent manufacturing is information flow; intelligent robots are just a means to realize effective big data and information flow. In the future, keywords repeatedly searched by users on the Internet will reposition the social value of enterprises, and enterprises can extract the real needs of customers from such big data.

He Wanmin believes that the current boom in machine substitution in China confuses the future human-machine interaction with the mixed production of robots and humans. Robots can kill people. The phenomenon of robots killing people has already appeared in German factories, which should arouse our attention. We will use personalized solutions to protect those robot managers, commissioners and service personnel in the factory.

In the subsequent summit dialogue session of "Who is flying in the wind", Ren Hongjun, chairman of Henan Hanwei Electronics Co., Ltd., pointed out that "the wind" should be viewed dialectically. Small and medium-sized enterprises should not blindly pursue various "windows", but should follow the trend of society and the market, sharpen their swords in ten years, and make comprehensive decisions based on the conditions of their own enterprises. Changes are necessary, but we must not forget our original intentions, and only after ten years of accumulation can we seize real opportunities. "Considering intelligent manufacturing, we must not forget the essence of business operation. It is not to catch up with the trend, and don't think that if you can't catch up, you will fall behind."

Wu Hongli, vice president of Xiamen Kehua Hengsheng Co., Ltd., pointed out in the "peak dialogue" that many enterprises are willing to invest in machines and equipment, but for enterprises, it is more important to pay attention to informatization. The purpose of intelligent manufacturing is not to create an unmanned factory or a black light factory, but to realize intelligence based on high-level informatization, and to strengthen the quality management system of the enterprise to provide strong support for the high-end upgrade of products and brands.

Deng Qiuwei, former deputy general manager of Shenzhen Rapoo Technology Co., Ltd. and general manager of Rapoo Robotics, pointed out in the "peak dialogue" session that there is a trend now, that is, willing to engage in repetition without thinking. There are fewer and fewer employees working. This provides an opportunity for the machine to substitute. However, constrained by resource conditions, when small and medium-sized enterprises introduce intelligent robots, they first need to locate their own products, and then start to introduce robots from the local area, in order to improve the return on investment.

Integrate resources to connect users and light up brand dreams

I think audiences have the following confusions about building brands:

Is it better for local brands to have a foreign name? Recognized?

Without money, what should the brand do?

With such a sluggish market, how can we possibly do well?

Zhao Huizhou, founder and chief designer of Yizhihui Fashion Group, gave a keynote speech entitled "Communication between Brand & Design and the Real World" when sharing the history of brand transformation. She recalled: When Yizhihui started to create a brand in 1997, some people felt that it was an international brand, such as from Italy. At that time, many people were not confident about Chinese brands. But in my opinion, whether you are confident or not, you have to be yourself, so I keep saying that I am made in China. I am a local fashion designer in China. I have no overseas background, but I have confidence in our brand.

In the summit dialogue session, Yao Ming, chairman of Yao Ming Ribbon, described the two lawsuits that had the greatest impact on Yao Ming Ribbon: one was the "double reverse" lawsuit with the US Department of Commerce from 2009 to 2010 and won, At that time, there were a lot of reports in the media, TV, Internet, and magazines, which made the company's popularity soar; the second was a lawsuit with Yao Ming who played basketball for 9 years, and won the lawsuit in 2013 - these two lawsuits made Yao Ming's webbing unable to No matter the cost, it increases the industry's reputation. This also shows that brands sometimes need to use hot events to build momentum.

Guangdong Leyuan Digital Technology Co., Ltd., which has been doing ODM and OEM in the field of smart wear, has just started to try its own brand. So I want to find a like-minded person who can do branding, and find a company that can do brand packaging to cooperate.

Zhao Huizhou recounted his personal experience when many people mentioned the problem of the market downturn: I just met a boss two days ago. He is in the catering industry. He has been in the industry for three years. He opened more than 30 chain restaurants, and only one of them lost money. These 30 restaurants are completely snowballing growth - one store makes money and then invests in another store, what does this mean? Is this market bad?

In the audience's contemplation, Zhao Huizhou replied: No! When we had a small stall in Huaqiangbei 19 years ago, the wholesalers around me told me that business was not good now. But in my opinion, anyone who says business is not good is because you are not living in the moment. What really disrupts you is not what you once thought your competitors were, but when a new group of people comes in in the industry. This group of newcomers live in the present, without the worries of the past, without the achievements of the past, they are very hardworking. They did not feel that the business was not easy to do, because the market was like this when he came in, and there was no comparison.