Chapter 38 Section 2 Enterprises should only recognize credit and not hard work

I think consumer goods companies, especially marketing companies, still focus on two aspects of management: one is the construction of the system, and the other is the construction of corporate culture.Let me talk about my experience in these two aspects. Corporate culture, when I first entered the sea 21 years ago, I did a good job. At that time, sales and production were very simple after research and development. Many people in the company were actually in charge of sales. When our company had less than 100 people In fact, there is no management, because the boss has the final say on everything, and everything is fine, and there is no problem.Immediately after the company had thousands of employees, there was a problem with the management, and there was a problem with my system, because the system did not keep up, so we sold other types of products, including computers, and started Some bad debts appeared, and for the first time I felt the importance of this management and system.

So I started to build a system. I suffered a loss for the first time, and there was no system. After I suffered a loss, I went to strengthen the system construction.At that time, maybe they didn’t understand the enterprise, so they organized a group of people to formulate a system. On the surface, it was a perfect system. This system was as thick as one foot. The system is very detailed. In fact, looking back, that system is useless and not advisable. From the extreme left to the extreme right, an unrealistic system has been established, and that system is very strict.Let me give you an example. For example, the manager of one of my branches invited the director of the Industrial and Commercial Bureau to dinner tonight. He had to send a fax to the headquarters, and he could treat the guests only after the headquarters gave permission.This is just a formality, and it seems reasonable on the surface, but in the end, when the giant fell at the end of 1996 and the beginning of 1997, we had a lot of bad debts, at least 400 to 500 million.At that time, if there were no bad and bad debts, the time when we fell could last for several years.

So after going through the extreme left and right, and before doing Melatonin, I started to think about this question, how to build this system after doing Melatonin in the future? I took this route, neither extreme left nor extreme right. This system is mainly formulated from several angles. The first one is, let me talk about this first. What does an employee want to pursue when he comes to work with you? ? His pursuit may be many, but the most important are two points: first, whether he can get a satisfactory financial return, improve his life, and pursue his income. This is a very legitimate and reasonable request; The second is whether his personal value can be realized.Based on these two points, I will redesign a system.

As for this system, the first point is to fully embody more pay for more work, less pay for less work, and no work without work. This point is fully reflected in the system. If the design is reasonable, this power is still quite powerful.For example, before Deng Xiaoping introduced the joint production contract responsibility system, most areas in China at that time actually had problems with food and clothing. Later, a system was established, and it did not say how many tractors were bought or how much wasteland was opened up. But China quickly The problem of food and clothing was solved, and there was a surplus of food.

At that time, I was in charge of statistics in the Bureau of Statistics, and I was able to understand the power of this system. In fact, it is to bring out the subjective initiative of people, and the same is true for our enterprises. When I made a lot of rules and regulations, it was actually suppressing people's subjective initiative. It is actually different to do more and less, and it has not been reflected. Later, after I reformed according to this system, I obviously felt that the subjective initiative of the employees of the enterprise has been improved, and I don't have to worry too much about it.I think this is the first point.The second point is that this system reflects full authorization.

In fact, power is very hot, and if it is not in one's own hands, it is not in one's own hands. As long as his rights and responsibilities can be fully matched, it is best to match them together and spread them out. Full authorization. In this way, this cadre and this employee work in your company. He feels that there is still a stage. He does not have to report everything to the top. He has the right to make some decisions and make some decisions within his scope. He has a sense of accomplishment if he succeeds, and he will learn a lesson if he fails, which is also helpful for training himself.

The third characteristic is to fully embody simplicity.In the earliest days, I wrote the system when I was just doing Melatonin, which was only one and a half pages. Later, the company continued to expand and enrich, and later expanded to twenty or thirty pages.Later, I saw that the 20-30-page system was not as easy to use as the one-and-a-half-page system. The simpler the better, so that every cadre and employee can understand and understand it thoroughly is the best. In addition, for some operations at the most basic level, the simpler and clearer the better.For example, when we decided how to place Melatonin in the terminal, we set a principle that Melatonin should not be less than 3 boxes in the store, and the height should not be lower than 1.5 meters and not higher than 1.8 meters.

In this way, the clearer and simpler it is, the more effective it is. If you do something that is too profound and difficult to understand, in fact, the effect may not be good. The first one I will talk about is about the system. The second question is about the construction of corporate culture.In fact, no matter how perfect the system is in China, if there is no corporate culture to complement it, it will not work. Any system can take advantage of loopholes, especially in China. The Chinese people are very powerful and smart, so only some cultural construction can be used as a supplement. In this way, the entire management will be sound and the atmosphere of the entire company will be healthy.

How to formulate this corporate culture? I think marketing companies are aimed at their own companies. There may be problems that cannot be solved in the system, and then they will specifically formulate some cultures and slogans.It's just that I don't care how high the tone is, I think it's fine if it's applicable. At that time, I formulated a few rules during the launch of Melatonin, and we are still using them now. I don’t care about the business of health care products, but as far as I know, they are still using them. Why are they still using them?indicating that it is still valid.

For example, the first rule in our corporate culture is to only recognize credit and not hard work.Hard work contributes nothing to a business, it brings no profit.But in Chinese culture, this tradition often says that I have no credit but hard work. So you have to put this sentence clearly, our company only recognizes the credit but not the hard work, instill it, and once everyone recognizes it, the efficiency of the company will naturally be high. Second, for example, there is one more thing in our corporate culture, that is, if you can’t do it, don’t say it, but if you say it, you must do it.

This is a bad habit of many people in China. They like to pat their chests and talk big, especially when subordinates talk big to their superiors, and some superiors talk big to their subordinates.In such an atmosphere, there will be no trust between the superiors and the subordinates of this enterprise, no trust, and this will inevitably be the case after a long time.I learned this from Liu Chuanzhi. Once you raise this culture to a very high level and use it as a slogan, every time a subordinate beats his superiors, or reports how many sales tasks I will complete next month, he will be cautious, and we would rather he report less A little bit, but you must complete as much as you report.So in this way, a company's bottom-to-top, top-to-bottom, once the atmosphere is established, this atmosphere is also very healthy, and the combat effectiveness of this atmosphere is often very strong when it cooperates with the system. Our last one is relatively empty, which is called hard work. We don't rule out letting our employees get rich. Being rich is your family's business. We don't care what your family buys, but once you enter the company, you must work hard and struggle.If the set of things that are given to life are brought to the company in the company, the company will also be affected. The two teams I led in the past were in the health care products business and the online game business.In the past ten years or so, many people have made money. There are multi-millionaires and millionaires. After the money, you can't work hard in the company.Since this situation is likely to happen, I think we should do some work in this area in advance in terms of culture. Let me summarize, for marketing companies, how to manage, my point of view is that we must formulate a very scientific and effective management system to serve the corporate culture.If these two points are done well, the matter will be more than half completed.

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