Analysis:
Michelin company from tire factory to life industry giant
Michelin, a century-old shop, rejuvenates through scientific and technological innovation, racing marketing and tourism digitalization.
From punching machines, mainframes, PCs to scientific and technological services, the blue giant IBM no longer calls itself a "computer company", but people all over the world will never forget IBM-today's world has no eternal products and no eternal positioning, but it can have an evergreen enterprise close to eternity.
In the auto parts industry, Michelin, which started as a tire manufacturer, is a world-renowned evergreen enterprise like IBM. In a brand preference survey conducted by European media in 1996, Michelin, whose products are not "fashionable" at all, became the runner-up of "the most popular brand" after Chanel. Even Mercedes-Benz and Coca-Cola are no rivals!
The Michelin Empire is worth a record high.
This company, which started from clermont-ferrand, a small town in the middle of France, was originally a bicycle tire factory. It has been 1 17 years since it started as a "high-tech" enterprise in the rubber chemical industry, along with the growth, take-off and maturity of the automobile industry! Even though the industry of "tire" has not fallen to the point where it is no longer associated with popular words such as "technology", "innovation" and even "profit" in the capital society, the brand Michelin has become more and more brilliant on the world stage in the past five years, and even many young technology companies can't catch up with it.
In 2004, the euro soared, and European enterprises generally fell into the unfavorable situation of shrinking exports. However, Michelin's annual turnover reached a new high, reaching 65.438+05.689 billion euros, its annual net profit was 56.5438+05 million euros, and its earnings per share was 359 euros, ranking third in the CAC 40 stock index of Paris Securities Dealers Association. Michelin achieved this success by relying on six natural rubber tree farms in Brazil and Nigeria, 74 tire factories in 19 countries and a huge marketing system in 170 countries. In the whole year, Michelin produced about1940,000 tires and introduced more than 20 million maps and guides to the market.
Keep first by thinking and positioning innovation.
Turning over Michelin's history of more than 100 years, it wrote many firsts with "technological innovation", including the first detachable tire, the first pneumatic tire and the first truck tire. In addition, the same is true for low-pressure tires, colored tires, F 1 tires and even 19 15, the world's first "cement road". However, what really makes Michelin's traditional industries last forever is not technology, but "thinking innovation" and "positioning innovation".
In the century-old history of Michelin, it has encountered numerous difficulties in transformation, expansion and positioning. In the era of "national industry" around the two world wars, it faced the competition from European brands such as mainland China and Deng Lupu, and tire factories had to set up factories in different ethnic countries to emphasize their regional identity. Following 1970, a new wave of global expansion makes Michelin face severe competition for survival again. Carlos Ghosn, the current president of Renault Nissan Group and the "God of Management" in Europe, pointed out: "Michelin did go from a European tire company to the world in the 1980 s."
But even today, Michelin has established such a huge globalization system, but its corporate culture still retains an incredible family color. Although 195 1 was publicly listed on the Paris Stock Exchange, from the first generation of edouard michelin Jr to the current CEO edouard michelin from 1999, the management right of 100 years is still in the hands of 500 family heirs with Michelin as their surname.
Equity allocation emphasizes personal color.
In addition to the operator's family color, Michelin's equity distribution method is quite special. In addition to the limited liability shareholders who hold listed shares like ordinary companies, there is another kind of "general partner shareholders" who belong to companies and management talents. In other words, shareholders must bear unlimited joint and several liability for the company's property with their own property. If the company is in debt due to poor management, the general partner must bear the debts of the company with his own private property according to the legal norms. The general partner can only be recognized or dismissed with the consent of the shareholders' meeting, and cannot unilaterally announce his shareholding ratio. Under this system, the general partner's salary is also linked to the company's operating performance, rather than adopting a fixed salary system.
Perhaps it is because of this special culture and system that Michelin not only retains a strong family color, but also highlights the power and personal color of managers, making the whole company form a special temperament that is both lively and conservative.
From the organizational structure of Michelin's huge empire, the global127,000 employees are only divided into ten first-level executive committees responsible for the production of different products, as well as the markets, organizations and finance in Asia, Europe and North America. The organizational structure is actually quite flat. After taking over, Aido, the new head, also made several ambitious moves, including returning to the F 1 stadium and investing a lot of resources to make Michelin the world's largest motor sports sponsor. In addition, the challenge Bibendem will be expanded to prevent opportunities for cooperative development with future new energy vehicles. More importantly, the company has also made great efforts to build a tourism department, which not only spans the car navigation system, but also combines mobile phones, PDA and websites to form a huge digital tourism service network.
Centennial tourism and digitalization go hand in hand.
It is hard to imagine that Michelin, which makes tires, has a history of more than 100 years, from developing maps, travel guides to catering evaluation. As early as 1900, the first red guide containing life information such as travel and food was officially published, and 35,000 copies were printed. At the same time, the guide also printed a declaration: "This manual was born at the beginning of this century and will go through this century in the future." A century later, the red guide, which pioneered the fashion of pocket books, not only did not disappear, but became stronger and stronger. Recently, it has expanded its reach from the original dominant French-speaking countries, and successively issued editions in English-speaking areas such as new york. According to Michelin's own statistics, the annual print run of The Red Guide currently exceeds 550,000 copies, and the total circulation of this simplified book alone exceeds the 30 million copies in 100 years.
But if it is only such an achievement, we can't escape the shadow of our ancestors and the exquisite cultural hegemony of France. Under the advantage of a century-old foundation, the "via Michelin" website established on 200 1 integrates Michelin's maps, guides and other information services into digital content services, and members can obtain travel memo services from their mobile phones through this website. Although the current service of this website is limited to Europe, it attracts more than100000 people to register every year. In the future, the service plan will be expanded from the website to "long-distance mobile communication" based on cars.
The best representative of the French way of life
With the maturity of the global automobile industry, it seems to be a natural choice to reduce costs and improve competitiveness through continuous mergers and acquisitions. As a peripheral spare parts manufacturer, the tire industry has also embarked on the same fate. In the global tire market in 2004, about 654.38 billion tires were assembled on ordinary cars and light trucks, and about 654.38 billion tires were assembled on trucks, although the overall output value was as high as 804.40 billion. How to maintain the competitive advantage of products in this oligopoly market and seek new competitiveness in the change of industrial structure has become the survival consideration of global tire factories.
Unlike rival brands Bridgestone or Goodyear, which still focus on the whole tire product line, or are distracted from producing spare parts such as brake systems, or even like Italy's Pirelli simply adjusted 180 degrees and directly invested in emerging communication technology industries, Michelin has an overall strategy from tire technology innovation, racing marketing to digital tourism services.
Perhaps this is also the characteristic of conservative family business: neither willing nor able to chase the ups and downs of fashion rhythm, but just more down-to-earth weaving their own magnificent dreams. In Michelin's changeable life industry map, the symbol "Michelin" not only represents tires, but also represents a symbol of lifestyle, representing modern people's yearning for French culture, and is synonymous with "high profit" of traditional industries.
Brief introduction of Michelin company
1June 4th, 946, 165438+ 0: 00 a.m., a messenger from Michelin walked into the French patent registration office at No.26 Leningrad Street in Paris and sent a thick document, which was a patent application that played a revolutionary role in the tire industry-the birth of radial tire, the safety and durability of radial tire. Its appearance not only has a decisive influence on modern transportation, but also greatly affects human life. The impact of radial tire design is so great that today, more than 40 years later, the traditional bias tire has almost completely disappeared in Europe. Nowadays, people can see that motorcycles, cars, subways, bulldozers and airplanes have used radial tires one after another.
Now people think of radial tires and naturally think of Michelin, which enjoys high prestige in the tire industry. In the past 100 years, Michelin has been researching, inventing and innovating for the progress of tires in the world.
Michelin was founded in clermont-ferrand more than 100 years ago. In the long course, Michelin Group invented the first detachable tire for bicycles in 1889, and the first pneumatic tire for automobiles in 1895, constantly innovating in tire technology and manufacturing. Now, Michelin Group has set up 74 factories and 6 rubber plantations on five continents. There are research and testing centers in France, Japan, the United States and China, and sales and marketing agencies in more than 70 countries. Michelin Group produces 65438+902 million tires and 22.3 million maps and travel guides worldwide every year.
At present, the Michelin Group has about 65,438+025,000 employees around the world, and is responsible for the production and promotion of many brands-Michelin, BFGoodrich, Uniroyal, Klebel, Riken, Siam, Taurus, Stormil-Olsztyn, Laurant, Wolber, Tyremaster, Icollantas and Warrior. The group's comprehensive net sales in 2002 was 65.438+05.6 billion euros, accounting for 654.38+09.6% of the global tire market share.
In addition to tires, Michelin Group also produces rims, steel wires, maps and travel guides. Among them, the map and guide publishing organization is the leader in this field. The famous French "red scarf" is 2000 100 years old.
Motor racing has always been closely related to Michelin's history. 1998 Michelin group celebrates its car, motorcycle and bicycle competitions for more than a century. Michelin 200 1 Regression to Formula One.
□ Michelin Group and China
Michelin 1988 set up a sales office in Hong Kong. In order to further strengthen the development in China market, the first representative office was established in Beijing on 1989, which is responsible for the preparation of product promotion and distribution network. Now Michelin has set up marketing offices in Shanghai, Guangzhou, Chengdu, Shenyang and Hong Kong, and its sales network is all over the country.
1At the end of 995, Michelin Group reached an agreement with Shenyang to establish Michelin Shenyang Tire Co., Ltd. (MSTC). It is Michelin's first joint venture project in China, providing effective technology transfer for Shenyang Tire Factory established by 1973. At the end of 1996, the Shenyang factory was officially put into production. 1997, Michelin established three joint ventures, mainly producing Michelin-branded cars, light trucks and truck tires to meet the needs of different domestic consumers. The four joint ventures merged in June 5438+ 10, 2002 and became wholly foreign-owned companies in August 65438+ 10, 2003. So far, the total investment of Michelin's joint venture in Shenyang is $65,438 +0.5 billion.
In April of 20001year, Michelin Group invested 200 million US dollars to establish Shanghai Michelin Pull Back Tire Co., Ltd. (SMW) with Shanghai Tire and Rubber Co., Ltd. (STRC). The new company continued to produce Huili brand radial tires for cars and light trucks, and began to produce Michelin brand tires at the end of 2002. Michelin's headquarters in China has also moved from Beijing to Shanghai.
At the same time, Michelin set up a research and development center in Shanghai. R&D Center is committed to meeting the technical needs of local and foreign automobile manufacturers in China. It also provides technical guidance for tire raw material suppliers such as natural rubber and steel wire manufacturers. In addition, Michelin has agreed to provide technical support for the production facilities of truck and bus radial tires of Shanghai Tire and Rubber Group.
200165438+February, Michelin (China) Investment Co., Ltd. was established in Shanghai. It provides more opportunities for Michelin's further development in China, and also shows Michelin's long-term commitment to the China market.
□ The story of Michelin tire man
The idea of Michelin Tire Man (Michelin Baby) originated from an exhibition held by Michelin Company in Lyon in 1894. The hill piled up by many tires with different diameters at the entrance of the booth inspired edouard michelin: "If you have arms and legs, it will be a person!"
So in April of 1894, a special figure composed of many tires appeared with the signature of the painter Ogarov. From then on, Michelin tire man began to appear on posters. Holding a cup with nails and broken glass in his hand, he said, "Nunc est bibendum" means; The Latin "Now is the time to raise a glass" comes from an ode by Horace, an ancient Roman poet, which means Michelin tires can conquer all obstacles. This sentence immediately became a slogan. A few months later, "Michelin Tire Man" was definitely named "bibendum" in French.
This is Michelin's website, there is what you want.
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