Chapter 19 Enterprise production ideal

Any product we make is a reflection of our understanding of the world.Material products are reflections of spiritual consciousness.For example, some vulgar buildings are pasted with gold and silver, and there is a big lion at the door. Every place looks dazzling, and many of them are hung with red lanterns.It’s nice to hang two red lanterns in Tiananmen Square, but the streets and alleys are full of red lanterns, and the insides are also pasted with gold and silver, which seems particularly decadent and lacks spiritual pursuit.This decadent style is unqualified in our products.Our products should be the embodiment of a humane, natural, environmentally friendly, healthy, progressive and balanced lifestyle for everyone.Regardless of whether we are building residential, commercial or residential housing, we all advocate such a lifestyle.

I often tell everyone that the relationship between your customer and you is like the relationship between a key and a lock. A key opens a lock.People who share the same values ​​and aesthetic tastes as ours will be attracted by our products and become our customers.So my request to our salesperson is that we only need to introduce the product clearly without too much effort.People's aesthetics and needs are different, and the layout, material characteristics, and decoration effects of your products actually contain passwords.If the password on the guest's body corresponds to your password, the lock will be opened, and he is our customer.If he is not your customer and does not have your password, let the salesperson tell him that this is a good house, a luxury house, and he will definitely do something if he lives in it, and he will not accept it. I'm having trouble with you.

Our Modern City is the first real estate in Beijing to have floor-to-ceiling glass in the living room, because we believe that people should have better contact with nature, should see more sunlight, and have a broader view.Our idea is that a wall should be a window, it should have a view, and it should allow residents to communicate with nature.This can be achieved with the current quality of glass, and there is no problem with safety and heat preservation.After it was finished, many people liked it very much, but one of the customers, an old lady, told me when she saw me: I bought your house, but you have to refund the money, because I have a fear of heights, and I have to walk away from the floor-to-ceiling glass. The distance of one meter does not belong to me, and I dare not go to that range.In addition, I remember that in order to make our house more natural, we put bluestone slabs specially found from the suburbs in the corridor. The unpolished ones are natural bluestone slabs. Although I live in a high-rise building, I can still get in touch with natural elements and feel a little free.Some people think it's good after reading it, saying it's postmodernism.But an old lady asked me: "Have you ever been to Hong Kong? Look at the mansions in Hong Kong. They are all granite, polished and shiny. How do you make bluestone slabs?" This is the wrong password. , If the password does not match, he will pick your faults from your curtains, colors, etc.; if your password is correct, it is worth a thousand words.Modern City is considered by some to be an ideal residential community for people with modern consciousness, but it cannot satisfy the values ​​of the 1930s and 1940s.

When we design products, the core is to provide demand satisfaction. Of course, this demand has different characteristics in different eras.We have grasped the needs of modern people, and made this demand detailed and concrete, specific to the design of details such as color and floor-to-ceiling glass.The corporate culture we mentioned should be carefully interpreted in the product, instead of going out to dance in front of the public or something. Society is a combination of people with various needs, people are very different, and they seek satisfaction through various channels.We can only find some of them, dig out their ideals for life, and provide specific products that meet the ideals.Therefore, when we make products, we must be innovative. In fact, we should have a very deep grasp of people's inner needs.There are many products that meet people's ideals and are sought after by people like stars, such as Apple computers, Apple mobile phones, Google's network services, and so on.People not only consume the functions of these products, but also consume their novel philosophies.These products embody true innovation, they drive fashion and drive life to develop new possibilities.Because these excellent products not only provide functional functions, but also provide some kind of spiritual enlightenment, they are treated like stars.Now there are many circles of friends built around the use of these excellent products. You can see many such circles on the Internet, which is a characteristic of the current commercial society.

As one of the various organizational forms in society, the enterprise shows the most powerful vitality in today's society, and it is the most direct way for us to move towards an ideal life.Take our company as an example. We produce houses, but also produce ideals to share with customers.We hope for a simple and natural living space, so our community architectural style advocates simplicity and nature.Customers also stay because they like the style.We and our customers, in fact, flock together to appreciate a certain culture, a certain taste, and a certain ideal.In Modern City, we gathered a group of friends who like and appreciate minimalism.At this time, the enterprise becomes the leader of a leading culture.

In terms of product design, I believe that enterprises are not passive, but active.If you have funds and research and development capabilities, you must be ahead.In many cases, the demand does not come from the market, and the manufacturers adapt to it passively, which happens to be the other way around, and the merchants should actively lead them.Let me give you an example. Imagine that 40 years ago, when mobile phones did not appear, we asked everyone, do you have this demand?Everyone will say that there is no such demand, because there is a phone at home.Is there a mobile phone market, do I need to buy a mobile phone?This requires guidance. When businesses create this product, people will continue to dig it, and the demand will increase.In other words, enterprises should take the initiative to lead and create demand, and even enterprises themselves are fashionable and pioneering.

The best companies are market pioneers, they produce goods that meet their ideals, and they launch products and services that are breathtakingly innovative.The best companies create demand and fashion, and the lesser companies can survive by catering to demand.Microsoft is a pioneer company, and the Windows system has influenced the whole world.In addition, we see that the MP3 made by Apple is a small white square, but it has changed the habits of many people and eliminated many industries: the audio system is no longer needed, because MP3 only needs to be plugged into a speaker; Need it, because an MP3 can hold 260,000 songs; where to find the songs, you can download them through the Internet. The entire CD industry will be as old as the current abacus industry in less than 10 years.However, how many new industries has it produced?This is indeed the embodiment of creative product power at its best.