Internet + PK craftsmanship, who is the driving force for innovation?

In this era of Internet+ and pigs flying all over the sky, everyone is thinking about finding an outlet, but for the hard-to-return manufacturing practitioners, they are thinking more about "how pigs land". Innovation is the key driving force for enterprise revenue and development. For today's manufacturing enterprises, what is the driving force for innovation?

When the drone remotely controlled by the mobile phone gives wings to the flying dream and lets you look up at the starry sky, the craftsman's spirit is to make all manufacturers keep their feet on the ground, sink their minds and do fine work. In a recent forum on "Innovation" as the theme, Wang Zhongqiu, the author of "Details Determine Success or Failure", as a representative of the "craftsman spirit" of traditional manufacturing, challenged the spokesperson of "Internet +" - Rising Gangyi Yang Zhenquan, the co-founder of EHang in 2009, when these two ideas collided in the same forum, each expressed his own opinions in the same forum, and the sparks of thought flew all over, and the audience was hooked.

▲Yang Zhenquan, co-founder of EHang

The spirit of craftsmanship is the foundation of innovation

In the past 30 years of China's industrialization, China's industrialization has been in such a hurry that there is no With time and energy to think and accumulate, China's manufacturing industry is like a person with no soul but a strong body. The lack of Chinese craftsman spirit is one of the bitter fruits of the joint effect of Chinese history, culture and modern social system. Most manufacturing companies believe that "selling goods is the last word", and they are disdainful about how to make high-quality products and how to create famous brands; they do not pay attention to originality, research and development, and the accumulation and precipitation of patents and intellectual property rights; struggling in the low-end industrial chain. In the eyes of such business owners, R&D is far faster and more direct than plagiarism. The abandonment of the spirit of craftsmanship makes China's manufacturing industry an economic monster without national beliefs.

▲Wang Zhongqiu, author of "Details Determine Success or Failure"

Wang Zhongqiu pointed out that we have not laid a solid foundation in the past, so we need to make up lessons, and the "craftsman spirit" is also an innovation facing the future. The core of "craftsman spirit" is: not only use work as a tool to make money, but the spirit of excellence and craftsmanship in everything you do.

When many people talk about the "artisan spirit", they must say Japan and Germany. In fact, this is not an imported product. The story of "Paoding Jie Niu" in "Zhuangzi" gives us a deep understanding of the extreme of Jingyi, single-mindedness , and Wang Zhongqiu pointed out in the book "Details Determine Success or Failure" that details are not "minor details", but attentiveness, which is a serious attitude and scientific spirit.

Wang Zhongqiu believes that the core of craftsmanship is "focus, quality, responsibility and honor". The craftsman spirit is not a slogan, it exists in everyone's heart. For a long time, it is precisely because of the lack of persistence, pursuit and accumulation of quality products that our personal growth road is bumpy and bumpy, and the organizational development road is full of thorns. This lack also makes lasting innovation extremely difficult.

Wang Zhongqiu pointed out that producers with craftsmanship should always treat consumers with awe, never take consumers as test products, and never let unqualified products flow to the market; enterprises with craftsmanship , should be able to endure loneliness, withstand the temptation of interests, take "grinding a sword in ten years" and "doing one thing well in a lifetime" as one's own choice, and commit to the long-term development of the enterprise. Enterprise innovation must revolve around users, seek breakthroughs in quality cost and efficiency, and ultimately return to the original.

Professionalism in the quotation

Wang Zhongqiu pointed out that innovation is all the actions to break through from the traditional Red Sea and into the unknown field. In order to meet the diverse and demanding needs of consumers, Businesses have to innovate. However, for most foreign trade companies, the pain point of innovation is likely to be in the daily work at hand. For example, it may be that every salesperson seems to be working hard, but they don't actually get even the most basic quotations in place.

▲The scene of "Outsmart the Future Export Forum"

Wang Zhongqiu shared the complaint of a German entrepreneur, Pei Xinhua, and talked about the quotations of Chinese B2B companies. question. A good quotation must describe the definition and scope of product functions, and the standards of each scope before price analysis can be carried out; whether the product quotation is CIF (CIF) or FOB (FOB), the assembly cost of the product, and what accessories are included , whether it includes the training costs of software and training operators, etc. It can be said that most companies' quotations are not so perfect, and their professionalism is not enough. Therefore, lean management is a never-ending process of excellence. Whenever and wherever, as long as the "craftsman spirit" is used to do the work at hand, the concept of lean is gradually penetrated into the daily production management of the enterprise. Whether it is product quality or production efficiency, there will be a lot of room for improvement.

From customer to user thinking

In 2015, the development of drones is very good, and the EHang GHOST drone is attracting more attention, and won this year's American Las Vegas Garth CES International Consumer Electronics Show Best Drone Award. As the co-founder of EHang UAV, Yang Zhenquan is in charge of global sales and channel development. He led the sales team to develop online e-commerce, offline brick-and-mortar experience stores and dealer channels. In just one year, Ghost intelligent Drones are sold to more than 70 countries and regions around the world.

Yang Zhenquan used seven pictures to explain how EHang, a typical B2B company formerly, started from the painful transition from customer thinking to user thinking, and drove product development through user participation to realize drone fool The innovative story behind the operation and the dream of flying. Many on-site audiences also experienced the lightness and ease of control of drones at close range in the rest area.

When it comes to user thinking, Yang Zhenquan does not have a high-level language. He said: "How can we connect users? We must attract users with products or services, because there is no business model without connection. "The key to brand communication under Internet thinking is to solve the two-way symmetry between functionality and emotion through user thinking. B2B companies tend to sell products to customers whose users are spread all over the world. The customers mentioned here refer to buyers, distributors, etc. They are not the ultimate users of the product, so the way of thinking between the two is very different. The former is more concerned with cost, profit margins, and the convenience of mass transportation and storage and handling; while the latter is more about the experience of products and services. At present, the most important thing in Internet thinking is to change from customer thinking to user thinking, and B2B enterprises need to change this thinking.

In short, whether it is B2B or B2C, user thinking can help companies find the origin of innovation, but no matter how far industrialization goes, innovation without craftsmanship is water without a source and a tree without roots. An enterprise without the spirit of craftsmanship is doomed to not go far.

(All the opinions in this article are from the "Outsmart Future Export Series Forum" jointly held by Global Sources and its leading management media "World Manager" at Kempinski Hotel Shenzhen on June 25. )