Unification of international home Chen Tao: standing in the eleventh year with a broken target

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 of response, so as to avoid disadvantages. After a real baptism in 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. It will make the unification of the country into a century-old foundation, and it will be more difficult. The road to go, with the words of Mr. Chen Tao, Executive Vice President of Yitong International Home, in the past 11 years, the unification of 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 the hotel and reviewed the ten years of unification. Chen Tao, Executive Vice President of Yitong International Home: August 17 Venue: Sohu Building Guest: Chen Tao, Vice President of Unicom International Home Moderator: Reporter Liu Lina The following is the full text of the interview: [Moderator] I am very happy to be a guest. Unicom International Home has gone through 11 years, from the original well-known wooden door manufacturers to the comprehensive home enterprises involved in the various industrial chains of wooden doors and furniture. Moreover, in 2010, the unification of the product chain and the creation of the overall home solution under the leadership of Unicom International Home Group will bring great changes to the unified home. First of all, please tell us about your career in the unified home. Some stories include the entrepreneurial journey? Ten years of development in a unified home: three key nodes [Chen Tao] It’s really hard to get through the 11 years of a unified home. From the whole enterprise, we are also battling like a thin ice. This is not to say that our company’s operations, but our entire decision-making team. The management mentality of the trade team, because the starting point of the unified system is very low, starting from a single-variety solid wood composite door, at the beginning of the business, the enterprise relied on a few people to break the low starting point, but unified this venture. The team adhered to the idea that product quality and service control, through a short period of time, the influence of the unified wooden door quickly increased. By 2005, when we entered and actually established strategic cooperation, the sales of the unified wooden door entered the forefront of the country. The wooden door is just a single breed. It is impossible to eat a lot of food in the case of fierce competition in the home. The next step is to expand the product content. In 2006, we started to get involved in the stair industry. In 2007, we started to do some American style. Furniture sales, everyone knows that unified after 2008, after 2008, the company has a gorgeous turn, the focus of sales of the entire work center of gravity from export to domestic sales. 2010 is crucial for the unification, because we have made in-depth research and development and improved new products for American furniture. Through these two years, it should be said that the development of unification is very fast. In 11 years, it is divided into three major time periods. From 01 to 2005, we are in a state of linguistics. From 2005 to 2008, we are groping for growth. At the stage, after 2008, it will enter a high-speed period of development. Home is a cold attention industry, you may not understand, but after 2008, our consumers are slowly understanding the unified brand. [Moderator] You just mentioned three very important nodes in the development process. There should be some crisis or difficulty in the middle. The company has developed for ten years from the beginning to the present. We all feel that there should be some crisis when you Can you share with us how you think about these crises? [Chen Tao] The biggest crisis is that we started to go to school and prepare for high-speed running. We fell a lot. I was most impressed by the fact that in 2008, a large number of export homes began to be sold domestically. At the beginning of our arrival, some of our export homes were favored by the domestic high-end consumer groups. The sales of the whole product and the development of the whole company including the profit rate were very high in the first few months, but after the enthusiasm, we found that we started. Straight down. At first we didn't understand why this happened. Finally, we found that our products can only meet the minority crowd, because the original export products, including its product habits, some designs are more in line with Europeans and Americans. Demand, the gap with the domestic is very large. Now we know that the product is unacceptable. At that time, it was very confused. Whether American furniture has a promising future in the entire Chinese home furnishing industry, whether this middle or high-end crowd covering the pyramid likes this piece, what kind of they like it. At that time, we were very confused. Fortunately, we have a direct channel. We are all self-selling terminals. The market feedback has a lot of information to help us make decisions. We choose to insist on making some products for improvement and secondary research and development. At the beginning of 2009, we have many new improvements. After the American furniture came up, it was confirmed immediately that our insistence still makes sense. In fact, this paragraph insists that we basically lose 30 million to 50 million quotas. We have paid 30 to 50 million tuition fees. We can’t talk about the big injuries, but the “cutting meat” is certain, so the company is very Uncomfortable. Mainly we feel confused and paid a lot of price. The internal culture of the enterprise: the popularity of “money culture” [host] pays a lot of price in order to find a new direction. A company has gone through 11 years and there is a crisis moment, but in the end it is another skyrocketing. The unified staff should be very important. One factor, why do you insist on doing it all together, and 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. [Moderator] 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 the word is used correctly. Generally, many companies will have reward and punishment measures. Is there something special inside? [Chen Tao] Qian culture is a nickname or nickname for employees' management measures for the entire management concept of the enterprise. Each enterprise has rewards and punishments, but some rewards and punishments are scratchy and itchy. 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 stressed the importance of collecting people, and their team must have a cohesive force to make them think for you. Uniformly rewards employees with a sense of belonging. 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 company 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 work. I can guarantee you the salary. Basic needs, but only basic needs, what if you want to live better? After hard work, performance, and economic benefits, this reward will be a real reward, not a tick, not a reward of one or two hundred, and a few words at the conference. Once our employees make a real reward, they are 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. [Moderator] What are the employees' ideas about this set of rewards and punishments, and recognize this 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 the punishment, but the real thing 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 up 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 the enemy [host] The unified home is now developing very fast, and you can hear dozens of growth every year. It is a very good result for the peers. I also joked with you last time. Said that the unified home is now doing a variety of wood products industry chain extension, new every year, and including home improvement has also entered, is it too much to 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, you 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 listen to 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 run more and graze. For our competitors, the unified system has come in, and the new mode has come in. He wants to be overtaken and will not be eliminated. It 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. [Moderator] The 11th anniversary of Unification Home is a big celebration. We have a slogan "One Heart and One Heart for All". What kind of series of events will be celebrated in this special year to celebrate the 11th anniversary? [Chen Tao] In fact, we are going to do some gratitude feedback activities on the 11th anniversary.