A small innovation in the strategy of China businessmen
Standards are the fruits of human civilization and progress, which promote innovation and development and lead the progress of the times.
The release of eco-brand standards for the Internet of Things is a milestone in brand development in the Internet of Things era. As a result, global enterprises have transformed eco-brands into a "common language" of the world, and eco-brand leaders will no longer be lonely, and their peers may already be on the road.
The World's First Internet of Things Eco-brand Standard
The White Paper on Eco-brand of the Internet of Things selects Haier as the core case, and discusses the causes, definitions and impacts on organizations and society. More importantly, an eco-brand evaluation model for the Internet of Things era has been built for the first time in the world.
▲ Zhang Ruimin (left), Chairman and CEO of Haier Group, and Wang Xing (right), CEO of Kaidu Group in China and global president of BrandZ, witnessed the release of the White Paper on Eco-brand of the Internet of Things.
The so-called Internet of Things eco-brand is a brand-new brand paradigm, which provides an unbounded and continuous iterative overall value experience through co-creation with users and partners, and finally realizes a win-win situation for lifelong users and ecologists, creating a value cycle for society.
The white paper establishes an evaluation model of the ecological brand of the Internet of Things from three perspectives: brand ideal, users and partners. From these three perspectives, through the in-depth study of Haier and other enterprises' exploration in different dimensions in the Internet of Things era, seven first-level indicators and 19 second-level indicators of eco-brand evaluation are summarized.
With the release of this white paper, global enterprises in the Internet of Things era finally have a brand building paradigm and development direction that can be used for reference.
Then the question is, why does this era need eco-brands?
Perhaps we can find the answer from three dimensions: the development of the times, enterprise competition and user demand.
From the perspective of the development of the times, the rapid development of the current Internet of Things era is changing the logic of global business development. Rapid iterative scene experience economy, personalized community economy, and * * * enjoyment economy with weight overwhelming ownership are sweeping in, and the traditional model is facing more and more challenges in business competition.
In the last decade, the platform brand represented by e-commerce has completed the subversion of product brands. However, in essence, the trading relationship of zero-sum game has not changed. With the disappearance of demographic and traffic dividends, platform brands will inevitably be homogenized due to weak growth and gradually embark on the old road of price war. Whether it is a product brand or a platform brand, there is one of the biggest logical bug——-that is, it always walks outside of user interaction and does not regard user needs as the core driving force for enterprise innovation and development like Haier.
From the point of view of enterprise competition, almost every era will produce leading enterprises belonging to this era, and with the changes of the times, most of them will fall rapidly. The fundamental reason is that the competitiveness established by enterprises in the last era has not changed in the new era.
In the traditional era, the competitive factors among enterprises are often limited to the dimensions of production cost, production efficiency and product quality, and are in a simple stage of production factor competition. In the era of platform economy, the key to enterprise competition is traffic. With traffic, there is a foundation for development, which is the same challenge that most Internet platforms are facing at present. But both product brands and platform brands have the same disadvantage, that is, all parties in the system are competing with each other and are in a zero-sum game relationship.
However, in the Internet of Things era, with the rapid development of * * * enjoyment economy, experience economy and social economy, the boundaries between enterprises are increasingly blurred. As Zhang Ruimin, Chairman and CEO of Haier Group, said, "In the Internet of Things era, enterprises should no longer be walled gardens, but tropical rainforests. The rainforest will not die, because it is an ecosystem, and it can breed new species and live forever. "
More importantly, at this time, the needs of users have also undergone profound changes. What they need is no longer a single product, but a brand-new personalized scene experience. Like Joseph, the author of Experience Economy? Pine said, "goods are tangible, services are intangible, but only experience is unforgettable."
Therefore, in order to gain an advantage in the global competition in the Internet of Things era, enterprises not only need to innovate in technology and products, but also need to build a unique moat for themselves through model innovation. In other words, the Internet of Things era calls for a model that can break traditional barriers and promote dynamic multilateral cooperation, and this model is "eco-brand".
For all players, if you want to build an eco-brand quickly and avoid detours, you must have a standard and basis that can be referenced and imitated.
The release of the White Paper on Eco-Brand of the Internet of Things comes at the right time.
Leading the exploration benchmark of the Internet of Things era
The voice of the times calls for the ecological brand of the Internet of Things, and the timely release of the standards of the ecological brand of the Internet of Things reflects the leading industry insight and leading industry practice of leading enterprises.
Kantar, headquartered in London, England, is one of the world's leading data, insight and consulting companies. As a professional market research institution under WPP, it has many well-known market research companies, and 90% of its client companies rank among the top 500 in the world. In the process of providing services to global enterprises, they are keenly aware of the trend of global industrial change.
Oxford University is the top public research university in the world, and Saide Business School is considered as the fastest growing business school in Europe. They have also accumulated rich experience and cases in the field of business research.
In this sense, the joint release of Internet of Things eco-brand standards can be called the top lineup in the world.
It is worth mentioning that this is not only the first Internet of Things eco-brand standard in the world, but also the first international brand standard with China enterprises as the core reference.
Then the question is, why Haier?
Perhaps we can see the clue from a speech made by Wang Xing, CEO of Kaidu Group in China and global president of BrandZ. She said that every time she can share the integration of people and individuals with the global industry, and Haier's exploration of the ecological brand of the Internet of Things, she will feel extremely proud, because this is the leading and demonstration made by China brand in the world business field.
As a pioneer in exploring the Internet of Things in China and even in the global industry, Haier has now taken the lead in exploring a new era. All this stems from the forward-looking insight and rapid practice of Zhang Ruimin, Chairman and CEO of Haier Group.
He has expressed his profound insight into the Internet of Things era in public more than once. He believes: "In the traditional industrial era, enterprises either become world brands or contract world brands; In the era of mobile Internet, enterprises either own or are owned by platform brands; In the Internet of Things era, enterprises have either transformed into leaders of eco-brands or become partners of eco-brands.
Leading, indisputable.
Haier's leadership may be described by three "most": the earliest, the most advanced and the most comprehensive.
The so-called earliest is that Haier began to explore the mode of the Internet of Things era early. Haier's exploration began in 2005, when the Internet, which had just experienced the Millennium bubble, was in the ascendant, and Haier began to explore the integration of people and individuals. In this sense, Haier's exploration of the Internet of Things can be described as leading the times.
Haier's exploration of "one person, one person" mode is to connect employees with users' needs, subvert bureaucratic organizations into network organizations, subvert enterprise salaries into user salaries, subvert traditional factories into interconnected factories, and break the vertical, horizontal and external boundaries of organizations, thus forming a truly borderless and self-driven ecological organization.
The most advanced practice is Haier's Internet of Things transformation, leading the industry. In the white paper, eco-brand is defined as "continuously providing unbounded and iterative overall value experience through cooperation with users and partners".
At this point, Haier's exploration can be called an industry model. Taking the intelligent balcony scene as an example, customized scene schemes can be provided according to the different needs of different users, attracting the top brands of industries including Boloni, Wrigley, Decathlon, Drying Overlord and Lazy Cat. Continue to settle in the ecological circle, and provide users with 9 kinds of scene schemes exceeding 1450, such as nursing balcony, fitness balcony, leisure balcony, lovely balcony and green balcony.
At the same time, Haier continuously attracts ecological resources into the platform by interacting with users' continuous needs, and the ecological circle continues to expand.
The most comprehensive meaning is that Haier's transformation exploration covers all levels of enterprise management and is a complete systematic change. In fact, since entering the Internet of Things era, almost all enterprises have proposed to build an enterprise model system that adapts to the development of this era, and have also explored it at different levels and dimensions. However, few enterprises can realize the all-round transformation and upgrading of enterprises like Haier.
Haier tore off the label of home appliances and transformed into an open entrepreneurial ecology. And this ecology is in a state of continuous fission and expansion. Xiao Wei, represented by kaos, Internet of Clothes, Yingkang Yisheng and Gude Logistics, has not only grown in Haier's ecosystem, but also formed its own platform, constantly splitting out new ecosystems.
In the industrial history of nearly 200 years, it is the eternal pain for generations in China to miss the leading position of three industrial revolutions in succession.
However, in the ongoing fourth industrial revolution, Haier has grown into the world's leading ecological brand of the Internet of Things, and is at the forefront of the world. China enterprises headed by Haier have stepped into the "no man's land" where no one has been before, and played a key role in some fields, even playing a leading role.
In the era of Internet of Things, if large enterprises want to deepen their development, they must establish ecological brands and launch an impact on the "head wolf" of ecological brands. Haier took the lead in forecasting and deploying this.
"Lighthouse" of New Ecological Brand Construction
The eco-brand of the Internet of Things emphasizes openness, tolerance, * * * innovation and * * * win-win.
The emergence of the ecological brand of the Internet of Things has brought fundamental changes to the development of enterprises. Internally, the Internet of Things eco-brand has greatly improved the adaptability of enterprises through the changes in employee roles, organizational structure, management mode and incentive mechanism.
As kevin nolan, president of GEA in the United States, said at the forum, the "one-in-one" model has brought great subversion to the organization, which makes each of us strive to innovate with the mentality of entrepreneurs. During this year's epidemic, GEA achieved double-digit growth against the trend when the GDP of the United States fell by more than 30% in the second quarter. In the past five months, GEA managers have invested 6.5438+0.5 million hours in the production line while doing their jobs, voluntarily helping enterprises to resume production and work, and they have not received a penny of salary, which was unimaginable in the past.
Externally, the eco-brand of the Internet of Things has accelerated cross-border innovation and resource sharing, especially subverting the traditional production mode, making it possible for the user-centered eco-brand to create a win-win situation. For example, Goode Logistics, a subsidiary of Haier, has customized more than 2,000 sets of home fitness and health scene solutions around the needs of users such as home fitness and scientific fat reduction by attracting more than 30 resource providers from various industries such as Le Jia Eslite, Shang Yi Smart Sports, Wolong Food and Lvwochuan Agriculture.
WPP BrandZ and David Roth, Chairman and CEO of BAV Group, commented on the released White Paper on Eco-brand of the Internet of Things, "It will help us meet the new world in a brand-new way in the new era of the Internet of Things and become a recognized value creator to promote ecological development".
At the same time, the establishment of Internet of Things eco-brand standard has far-reaching significance for enterprises in China:
First of all, this is the first brand standard in the world with China enterprises as the main sample. Although China enterprises have more and more right to speak in the field of international standards in recent years, this breakthrough is mostly concentrated in hard power fields such as technology, but rare in soft power fields such as management and brand.
Secondly, the release of the White Paper on Eco-brand Standards of the Internet of Things will become a "beacon" for the construction of new eco-brands. The establishment of standardized brand evaluation model will greatly shorten the process of the latecomers' groping for the wall, accelerate the derivation of more eco-brands of the Internet of Things, and make China enterprises occupy a great first-Mover advantage in the creation of eco-brands of the Internet of Things.
At the moment when China enterprises are facing trade frictions and anti-globalization, their empowerment will become a new engine for the transformation and development of small and medium-sized enterprises, greatly improving their efficiency, adaptability, innovation and risk resistance, thus further promoting the industrial upgrading of manufacturing industry and scientific and technological innovation in key areas.
In a broader sense, this may also become a landmark node and the beginning for China enterprises to export the "China model" to the world in the fourth industrial revolution.
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