Unification of international home Chen Tao: all kinds of industrial chain penetration is not afraid of enemy
Chen Tao, Executive Vice President of Yitong International Home
From a well-known Beijing wooden door small factory to the well-known domestic wooden door brand; from an American-made furniture production factory that only produces and sells to the well-known American furniture brand in China, the footprints of the unified international home have every place. The typical characteristics of entrepreneurs: starting from scratch, growing up, increasing cash flow, deep understanding of the localized market operation of products, and understanding of every subtle change from national policies, world economic trends, and market environment, the fastest Make a strategic level response, so as to avoid disadvantages.
After a real baptism of the market, after more than eleven years of hard work, the unification of the home has been celebrated today, but it has to be celebrated as a world-renowned brand, and it will be more difficult to make a unified century. In the words of Mr. Chen Tao, Executive Vice President of Uni-President International Home, in the past eleven years, every step of the home has been hard to come by. Standing at the new starting point of eleven years, where will the home giant ship of Unicom International Home sail? Chen Tao, Executive Vice President of Yitong International Home, recently visited Sohu Home and reviewed the ten years of unification.
Internal culture of the enterprise: the popularity of "money culture"
[Reporter] In order to find a new direction, it pays a lot of price. When a company has gone through 11 years and there is a crisis, but in the end it will be another skyrocketing. The unified staff should be a very important factor. Why do you insist on doing it in the same way? What is the motivation for employees' performance inevitability?
[Chen Tao] Actually, this is also a rapid development of the system. Especially in the fierce competition of the home industry, the next year is a geometric multiple. The output of our company will not exceed 2 million 11 years ago, but we have exceeded it last year. More than a billion, the growth of geometric multiples is inseparable from the entire enterprise team, whether it is the leadership team or the grassroots employees. In fact, they still have a sense of ownership. They do not regard their work as working. They think that this is not the same as their own. They are very committed. From the perspective of the cultural atmosphere and cultural construction of the whole enterprise, the two words that are ultimately unified are pragmatic. At the beginning of our staff, everyone likes to make suggestions and suggestions. Many opinions suggest staying in the mind. If they can’t fall, they will always be The concept is always the idea. In fact, the unification is to pay attention to how the idea comes to the ground. That is, I often tell the staff that I don’t want to hear any reasonable suggestions or reasonable opinions. You must tell me that Mr. Chen should do this. You should not do it. You come up with a plan to go to see the review, if you can go. What is the executive force and executive power? The capable person does this and refines the matter to the process. I advocate that there must be a plan for thinking, a process must have a process, and a process must have incentives and penalties to ensure the implementation of this policy. A lot of execution power can't be left, the idea is the idea, the actual operation is the actual operation. I think that I can do better or be more practical than other companies.
[Reporter] Just mentioned that every company will have reward and punishment measures. I heard that the corporate culture of "money culture" is popular inside. I don't know if this word is used right or wrong. Generally, many companies will have reward and punishment measures. Is there something special?
[Chen Tao] Qian culture is a nickname or nickname for employees' management measures for the whole management concept of the enterprise. Each enterprise has rewards and punishments, but some rewards and punishments are tickle-like, not painful. We require companies to have executive power. We must have relevant management regulations and management measures. We are really giving true punishments. We ask employees to do business things as their own. After I finish this, I will give him a return. What companies can do to reward employees' efforts, what to reward employees' efforts, can't stay in the mouth can't stay in the concept, we ask employees to land, the company can not get the real landing things can not be popular. I have always emphasized the importance of collecting people's hearts. Their own team must have a cohesive force to make them think for you. Uniformly rewards employees with a sense of belonging, and the salary level of the unified system is slightly higher than other companies. Why is it high? The high meeting will increase the operating cost of the enterprise and increase the labor cost. For the enterprise, the cost will increase. However, we mainly give the employees a reassurance. I don’t want our employees to have some worries when they are working. The salary I give you can guarantee you. Basic needs, but only basic needs, what if you want to live better? After working hard, completing performance, and completing economic benefits, this reward will be a real reward, not a tick, not a reward of one or two hundred pieces of praise at the conference, and our employees will make a real reward of more than five digits. They will feel that I have worked hard like this. The return that the company gave me allows me to have a leap in life. At the same time, the punishment is the same, and I can't do the real punishment.
[Reporter] What are the employees' ideas about this set of rewards and punishments, and recognize this kind of money culture?
[Chen Tao] In fact, the key to employees' recognition of the system is whether the system can be effectively implemented or whether the system is fair. Some companies have to punish the discipline of iron to ensure the execution of iron, there must be iron fists to punish, but really speaking is not equal. If the rewards and punishments are equal, the employees actually agree that it is not good for me to accept the punishment. How can the company reward me? The unified staff is more suitable for this culture, I feel that it is not just the money culture. He will think that as long as the cadre is required to be a system, as long as it is a new process, you must have employees behind it. Leading cadres must be charged. We say that you can’t take a war and you can’t be punished. The head will not say that things are not working well. This total is always fine. The manager or director below is unlucky. It will not be like this. As soon as a thing comes out, the first person to be whipped is definitely a certain total, including the vice president of the group president group. Only the decision-making level of the company has taken responsibility. The employees feel that this reward and punishment is a real reward and punishment, not a Xuzhou state. The official set fire to the people not to light.
Infiltration of various industrial chains: not afraid of enemy
[Reporter] Unification of home is now developing very rapidly, and you can hear dozens of growth every year. Now it is a very good result for the peers. Last time I also joked to tell you that the unified home is now doing each The extension of the wood product industry chain has increased every year, and the home decoration has also entered. Will there be too many enemies in the future? In this case, how does the home system confuse the relationship between consumers and competitors?
[Chen Tao] This is okay. In fact, there will definitely be competition. For example, if you enter a new product type, it will form a breach or break the original pattern. We do not do it all together, do it well, and frankly say that I don't like to tickle when I do things, and I have to hear things in the whole market. As a break-up, we can help the industry to improve. It is equivalent to me being a squid so that everyone can run. Like a flock, there is no threat to the wolf. The flock will never grow, and the old, the weak and the sick will always go down. If you don't go, with the threat of wolves, this sheep will start to evolve and graze more and more. For our competitors, the unified system has come in, and the new mode has come in. He wants to be overtaken and not to be eliminated, and will continue to improve and come up with new ways to develop new modes of operation, new growth points for the industry. It’s not a good thing. We have repeatedly said that for a company, don't always think about how to avoid competing with others, but how can I do it better so that others can chase me to run. I will always run for others to chase me. This is the enterprise should made. Do you have some impact on the company during the daily operation? Yes, this thing is hard to avoid, I can only say sorry.
[Reporter] The 11th anniversary of Unification Home is a big celebration. We have a slogan "One Heart and One Heart for All". In this special year, what kind of series of activities will be celebrated in the special home to celebrate the 11th anniversary?
[Chen Tao] In fact, we are going to do more grateful feedback activities on the 11th anniversary. Frankly speaking, this company has gone through 11 years of development from small to large, and today, no consumer's favor and support is beyond today's. It is a lot of consumers who are unconcerned with the unification of the unification. Some buy two or three suites, the first one is a unified product, the second one, the third one is a unified product. This piece of business has grown stronger. I feel that drinking water does not forget the well-drilling people. Whoever helps to support them is not to rely on our senior executives or management team, our employees, and more of our consumers. For consumers, I will have a series of feedbacks. For example, we will have a cash subsidy of 10 million to introduce some products below the production cost and give consumers feedback. In addition, there are related activities. When users can go to the store to understand. For our employees, the development of the company is so large, and the employees are the cornerstones that support the development of the whole company. We will also give them some feedback. Enterprises can satisfy their employees and satisfy them, so that they can truly satisfy themselves.
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