The integration of advanced manufacturing and modern service industry

"The vast majority of industrial integration begins with technology integration," said Professor Zhu Xiaoming, Chinese Dean of China Europe International Business School. Compared with the deans of other business schools, Zhu Xiaoming is more willing to explore the most wonderful "chemical reaction" at the intersection of technology and management. ", "Innovation Management", "Enterprise Innovation and Transformation" and other courses were introduced into the lecture hall, and he also personally studied related topics, wrote teaching materials, and used classroom teaching and lectures to solve problems for students. He has always had a keen interest in the latest trends in the world's technological frontiers, and continued to track its development trends. "Last night I just sent the case of the 2013 Nobel Prize in Chemistry to my graduate students. I think it is worth discussing. At least the following points are enlightening," Zhu Xiaoming introduced to the reporter of "CEConline" with great interest.

Interactive topic: How do manufacturing enterprises "service"?

New drug research and development Take Roche as an example. In the past, it took an average of 12 years, 1 billion US dollars, and 400 researchers to invest a drug from initial research and development to over-the-counter sales. Today, with the help of digital means, the efficiency is greatly improved and the cost is significantly reduced. There are good examples of CEIBS alumni enterprises. In traditional concepts, Newtonian mechanics studies the macroscopic world, while quantum mechanics studies the microscopic world. The two systems are incompatible. For example, the calculation and simulation of macromolecules such as proteins use quantum mechanics, and the current equipment conditions are not up to the level; only Newtonian mechanics are used, and some local reactions cannot be calculated. One solution is a combination of the two mechanics, involving the use of quantum mechanics in the critical parts of chemical reactions. In 2013, three Nobel Laureates in Chemistry established theoretical models based on quantum mechanics, Newtonian mechanics and hybrid quantum classical mechanics, realizing the harmonious unity of Newtonian mechanics and quantum mechanics. Their pioneering work broke through the limitations of experimental chemistry and opened up a new development path for computational chemistry. They use the principles of physics to simulate the laws of chemical reactions, reduce blindness, shorten time, and reduce costs. Computers are now as important to chemists as test tubes, and digital means such as computer simulations can yield faster and more accurate results than traditional experiments.

Zhu Xiaoming believes that this case perfectly exemplifies the entire process from technology integration to industrial integration along the path of basic research-application R&D-commercial development in the modern scientific research and business environment. In such an era of great integration, we must pay attention to the impact of the source of technology on the business world. Business schools must assume the responsibility of researching and disseminating technology trends and business applications, helping students and business managers to broaden their horizons, expand their thinking, understand trends, and grasp the future.

“Big Cloud Shift”: The Fast Track for Transformation

Zhu Xiaoming believes that the technology application brought by the third industrial revolution | , Cloud, Flat, Shift". In the era of industrial economy, "iron, public transport, machinery", "roads, bridges, tunnels", "water, electricity, and gas" are the hardware infrastructure to promote the development of China's heavy chemical industry, but in the digital era, as soft infrastructure The "big, cloud, flat, and mobile" will become the fast lane of economic transformation.

"Big" means big data, that is, the ability to quickly obtain valuable information from various types of data through cloud computing, mobile Internet and other means. "Cloud" is cloud computing, just like the electricity provided by power plants is a public service, cloud service providers provide enterprises and consumers with information processing services around the clock. "Ping" means platform, including trading platform, media platform, payment platform, software platform, etc. In 2013, 4 of the top 10 global brands announced by Forbes were platform-based companies; among the top 40 of China's top 500 companies in 2013, platform-based companies with the highest profit margins were also platform-based companies, such as Baidu, NetEase, and Tencent. Wait. "Move" is the most popular mobile Internet at the moment, and it is the general term for the combination of Internet, platform and mobile communication technology. The technological wave represented by "big, cloud, flat and mobile" has spawned a series of business trends, which are profoundly changing the existing production methods and business models.

First, from economies of scale to economies of scope. In the era of product economy, the larger the scale, the higher the output, and the better the benefit. However, Chris Anderson's long tail theory believes that when the storage and display venues and circulation channels of commodities are wide enough, and the related costs are sharply reduced, the market share occupied by those niche products with seemingly low demand will also accumulate if they accumulate. An astonishing amount can be achieved. Today, the network allows resources to be shared. In addition to the scale, the variety may also improve the efficiency. Both the short head and the long tail should be fully paid attention to.

Second, from paid to free. In the past, the business model of enterprises was to make profits only by charging users, but now the phenomenon of free is quite common in some industries, especially the platform industry. By relying on some free marketing strategies, companies will win more customer groups and make more money. Representatives of free trading platforms include e-commerce websites such as Amazon China, which provide free delivery services for as many purchases as possible; representatives of free media platforms include Tencent’s WeChat business, which relies on free to attract a large number of users; typical free payment platforms include investment promotion Banks, etc., when the credit card reaches a certain amount, the annual fee can be waived, and third-party Internet payment companies currently provide free services to individuals; typical free software platforms include Shanda’s free online game “Journey” and Qihoo 360 provides users with free services. antivirus software.

Third, from the internal R&D of enterprises to the outsourcing and crowdsourcing of R&D. In addition to core business, companies can outsource other businesses. The content of outsourcing has evolved from the initial information technology outsourcing (ITO), to business process outsourcing (BPO), and then to knowledge outsourcing (KPO). In the outsourcing model, it used to be B2B, that is, outsourcing to clear suppliers, but now it has developed into B2C "crowdsourcing". Procter & Gamble has made remarkable achievements in open innovation. In addition to thousands of internal R&D personnel, Procter & Gamble uses crowdsourcing methods to solicit design proposals from around the world, and can contact hundreds of thousands of scientists and engineers around the world to develop products for it, ensuring continuous and continuous development. source of innovation. Apple has more than 900,000 pieces of software, of which only 20 are developed by itself, and crowdsourcing accounts for the vast majority.

Fourth, from traditional industries to industries based on the Internet, platforms, big data and cloud services. The primary, secondary, and tertiary industries can all accelerate their transformation with the help of "big, cloud, flat, and mobile". Dolly Farm belongs to the primary industry. In the past, the products it produced were from the field to the field, and now it is directly from the farm to the table. The temperature, light, and fertilization of crops are controlled by computers and networks, and the needs of customers, varieties and yields are all digitalized. Hong Kong Li & Fung Group was originally a manufacturing industry, but now it does not have a factory or a worker, but it can export clothing worth 8 billion US dollars a year. It relies on a group of network coordinators to control its supply through digital technologies such as the Internet. Chain: Purchase cotton in Pakistan, purchase buttons in mainland China, purchase zippers in Japan, make clothes in Bangladesh, and realize sales and export in Hong Kong, China.

Innumerable but not without network and invincible

The academic background of engineering makes Zhu Xiaoming have a soft spot for technological innovation. "The technological innovation of Chinese enterprises has gone through a arduous and tortuous road. Take the air-conditioning industry as an example. In the early 1990s, I was the general manager of the Jinqiao Export Processing Zone Development Company and participated in the introduction of some compressor joint ventures. Enterprise. The reason is that we are controlled by others everywhere on key components, the most prominent of which is the compressor, which can only be learned by relying on introduction, digestion and absorption,” Zhu Xiaoming said with emotion.

"Twenty years have passed, and Chinese companies like Shanghai Highly have already conquered compressor technology, making the 'heart' of the air conditioner, the 'air conditioner compressor', to run healthily. There are some key elements in the air conditioner. Technology, such as precision copper tube technology, must ensure closed-circuit circulation without leakage of liquid and gas and high-efficiency heat exchange. Chinese air conditioner manufacturers have also fully grasped it. As we all know, inverter technology can save energy and reduce consumption of air conditioners. Last year, I was in Gree, Zhuhai. During the group inspection, Dong Mingzhu asked Dong Mingzhu about frequency conversion technology. Dong Mingzhu said that in order to achieve energy saving and environmental protection, we must use frequency conversion technology."

"The frequency of our daily electricity is 50 Hz. The advanced frequency conversion technology is reduced to below 10 Hz or even lower. In this way, when the intelligent air conditioner automatically adjusts according to the indoor environment, it is not necessary to continuously start and stop to achieve this, avoiding the resulting power loss. However, reducing the speed is quite The difficulty is like walking a tightrope alone. It is more difficult to walk slowly than to walk quickly. If you walk too slowly, it is easy to fall off. Gree has mastered the advanced frequency conversion technology, and the frequency conversion can be as low as 1 Hz. This is the advertisement of Gree The strength of the saying 'Gree masters the core technology'."

"The technological advantages and core capabilities of China's outstanding enterprises are hard-won, relying on perseverance and focus, and now is a new round of technological revolution | At the beginning of the world, if we seize the opportunity, we will be able to catch up with developed countries; if we miss the opportunity, we will be overtaken by other developing countries. Gartner, a well-known American technology forecasting company, released a technology forecast curve showing that in 2011, 42 Every technology forecast point is related to digital technology, and 47 of the 48 technology forecast points in 2012 are related to digital technology. Digital and network technology are changing the world at an unprecedented speed. The competition in the future will be 'innumerable but not born' Chinese enterprises must catch up and seize the first opportunity.”

Faced with the rapid technological progress, Zhu Xiaoming, the dean of the business school and professor of management, confessed his voice: “Technology The changes are so fast that management professors hardly have time to summarize. Although the concept of 'big, cloud, level, and shift' was proposed by me three years ago, the relevant lesson plans and handouts are revised every month, and the teaching materials are constantly updated. In addition to teaching tasks during the day, I have to do the administrative work of the dean, and sometimes I have to participate in forums and activities at night. Only after 8 pm I have time to do research and write teaching materials. Only last year, the teaching materials I did , handouts and keynote presentations, there are fifty copies. But every time I see the eager eyes of students and alumni, and I have a creative exchange with them, I feel that I have achieved something and enjoyed it. ."

Single wheel drive, or two wheel drive?

Zhu Xiaoming pointed out that the transformation and upgrading of China's traditional manufacturing industry has two wheels—digitization and service. Single-wheel drive can be upgraded to advanced manufacturing through digitalization, or transformed into modern service industry through serviceization; two-wheel drive is the integration of advanced manufacturing and modern service industry.

Under single-wheel drive, choose digital or service? Zhu Xiaoming believes that digitalization can be carried out from the perspective of technology strategy to reduce staff and increase efficiency. Take Highly as an example. In the past few years, it was plagued by labor shortages and rising labor costs. After the price of robots dropped, robots were used in some production links. Not only can they be competent for high-intensity work, but the product quality is also very stable, and the programming has changed. You can also change posts later. The unit price of the robot is about 350,000 yuan, and the cost can be recovered in 5 years.

The Shanghai Center, which rises from the ground in Lujiazui, has a large building volume with a total of 590,000 square meters, which is twice that of Jinmao Tower. On the steel structure, it must be assembled as a whole in a strict manner. The main contractor, Shanghai Construction Engineering Group, adopted the "Building Information Modeling" system (BIM system for short), which introduced a "digital brain" for the skyscraper project, which can integrate architectural design, material procurement, component production, on-site construction, All information such as equipment operation, interior decoration, property management after completion is integrated on a digital platform. Shanghai Construction Engineering used the BIM system to reduce the management personnel of this super project to 47 people, which is equivalent to 1/20 of the world level and 1/30 of the Chinese level, which greatly improved the engineering efficiency.

"As for service, we can grasp it from the perspective of market strategy", Zhu Xiaoming said, "The key to an enterprise is to have a clear positioning, that is, to find its own position in the industry chain. First of all, we must ask ourselves Several questions: Which links in the industry chain can be serviced? For the parts that can be serviced, which ones are suitable for you to undertake? As the contracting party, which services can be outsourced and crowdsourced? As the contracting party, which outsourced Do you have the strength to undertake the service yourself? How do enterprises in the manufacturing industry explore opportunities to extend to the service industry?”

“Even in the manufacturing industry, many internal activities can be decomposed, and enterprises should start from the professional division of labor. Considering which services to outsource and which services to keep in-house in terms of the degree of integration, collaboration efficiency, and the cultivation of core competencies. Around 2000, as the director of the Shanghai Municipal Foreign Trade and Economic Cooperation Commission, I participated in the establishment of the Dell China R&D Center in Shanghai Afterwards, through continuous communication with Dell, we found that a considerable part of its R&D center is not on computer research and development, but on computer assembly line research and development. Multinational companies have not outsourced this part of R&D services that are related to core capabilities and high added value. Going out has deeply touched me, and since then I have been paying attention to the research and development trends of multinational companies for production and manufacturing systems. For example, now Foxconn also chooses to keep the research and development of production assembly lines in-house.”

Zhu Xiaoming It is believed that manufacturing enterprises can take advantage of the opportunity of industrial chain extension to accelerate the transformation to the service industry and promote the integration of manufacturing and service industries. Zhenhua Heavy Industry has developed new businesses of offshore steel structures and offshore equipment from the traditional advantageous fields of port machinery, but it has also put forward higher requirements for the group's engineering integration capabilities and supporting capabilities. In order to ensure the efficiency of collaboration and form a joint project force, Zhenhua has created a "fleet" with distinctive logistics capabilities, and has successfully completed the transportation of the main steel structure for the San Francisco-Oakland Bay Bridge in the United States and the transportation of the circular structure for the artificial island of the island and tunnel project of the Hong Kong-Zhuhai-Macao Bridge. A series of difficult shipping tasks such as the tank envelope structure.

"For digitization and servitization, it is best for manufacturing enterprises to be 'two-wheel drive' and to strive for equal emphasis. Small and medium-sized enterprises, with limited resources, can choose one of the two according to the external environment and their own strength, and use the 'single' Wheel drive lays a solid foundation for two-wheel drive; large enterprises must not neglect the two. They should not only pay close attention to the risks of technological disruption in the digital age, but also promote the integration of manufacturing and service industries in a timely manner to avoid missed opportunities. 'Based on (big) data, roaming in the cloud, operating on the platform, and winning in mobile' will help companies come out on top in industrial integration." Zhu Xiaoming emphasized.