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Zhongwu Chinese Businessmen Liu Jingfu: Strategy and Action
- Time of issue:2015-12-10
Zhongwu Chinese Businessmen Liu Jingfu: Strategy and Action
(Summary description)On April 26, 2012, we arrived at the Chang'an Xingrong Center in Xidan, Beijing, as scheduled, and visited Liu Jingfu at the headquarters of Zhongwu Huashang Group Co., Ltd. (hereinafter referred to as Zhongwu Huashang).
- Time of issue:2015-12-10
On April 26, 2012, we arrived at the Chang'an Xingrong Center in Xidan, Beijing, as scheduled, and visited Liu Jingfu at the headquarters of Zhongwu Huashang Group Co., Ltd. (hereinafter referred to as Zhongwu Huashang).
Strategic planning is unique
Sino-Chinese Businessmen began preparations for the establishment in March 2011. Based on many years of career and knowledge of China's logistics market, Liu Jingfu made a strategic plan for the development of the entire company before it was founded, and put forward a unique development concept.
"Chinese-Chinese businessmen make the world smoother!" "Be the most trusted supply chain integration service provider." This is the Chinese-Chinese businessmen's corporate vision, and also the general manager Liu Jingfu's strategic plan for the company's vision.
Liu Jingfu believes that the space for functional logistics enterprises will become smaller and smaller. At the beginning of preparations, Sino-Chinese Business positioned itself as a high-end supply chain integration service provider. It should integrate a variety of services, such as logistics, finance, commerce, etc., to provide comprehensive services for customers, and More than just providing a logistics product or function.
The four major business segments that Sino-Chinese Business currently focuses on are mainly logistics services related to manufacturing, engineering, international trade and domestic trade. Unlike express delivery companies and other services that serve individual consumers in general, Sino-Chinese Businessmen focuses on the manufacturing, distribution, and production links before consumption.
According to a popular view, in a country’s economic development, GDP per capita is between US$3,000 and US$5,000, which is in the era of heavy chemical industry. At this time, a large amount of material flow is concentrated in the manufacturing field, engineering field and circulation field. . "From the current development point of view, this journey in China is still a bit long, so in five to eight years, the main business structure of Sino-Chinese business will not change much. If the per capita reaches 5,000 US dollars or 8,000 US dollars, Changes in industrial structure and economic structure, then the logistics service field may have to change." Liu Jingfu explained the reasons for the company's business sector to determine.
In the field of fast-moving consumer goods, the Chinese-Chinese-Chinese businessmen made a commitment-"all products through the Chinese-Chinese-Chinese businessmen's logistics channels are safe and fidelity." Today, food safety affects every consumer's heart How to guarantee the implementation of this commitment?
"The core link is not technology, but an ethical system." Liu Jingfu has his own views on the sensitive food and drug safety issues at present. He said that the Chinese businessmen dare to make a commitment because of the construction of the ethical system of the company team The above is a high standard and strict requirements. To make money, you must earn it reasonably, not earn money, or make fun of people's health or life. Liu Jingfu believes that corporate culture construction is the core competitiveness of an enterprise. The core competitiveness of "hardware" can change in the short term. Only cultural competitiveness is long-term and important. Before the company was established, Liu Jingfu and Beijing Jiaotong University had completed the company's corporate culture, including the team's ethical system construction, and other complete system architectures to ensure the company's strategic planning was launched ahead of schedule.
In addition to the absolute control of the moral bottom line and the construction of corporate culture, Sinowu Chinese Businessmen also has four other safeguards: up control of resources, control of upstream resources in the supply chain, and all high-end food imported by Sinowu Chinese Businessmen from abroad. The company appoints professional organizations to purchase and select; under the construction of channels, when the goods enter China to be distributed downstream, the distributor must be carefully selected, and there should be no problems in the bottom link. The channel construction is mainly direct management, and the intermediate links are minimized; process Control, starting from the upper control resources, the whole process needs to be well controlled; adopt advanced technology. Liu Jingfu said that Sino-Chinese businessmen have always attached great importance to research and development. Since the establishment of the company, they have cooperated with research institutes such as Beijing Jiaotong University, Tianjin University of Finance and Economics, Beijing Technology and Business University to carry out strategic research and research and development, and introduced a series of high-end anti-counterfeiting from abroad Identification technology.
Regarding anti-counterfeiting technology, Liu Jingfu gave us an example. He said that now there are more and more family car purchases. In view of the large number of fake and inferior parts sold in repair shops, Zhongwu Huashang uses its own research and development technology to manage the entire life cycle of important parts and add radio frequency codes, starting from upstream manufacturers to 4S shop. He said that for the distribution of high-end auto parts, it also has to make the same commitment as food logistics services. Anything delivered by Zhongwu Chinese Businessmen will double the compensation if there are fake parts. "With the technology of full life cycle management, we can give our customers and consumers a real guarantee and commitment." Liu Jingfu emphasized.
Multi-industry linkage focuses on value
Liu Jingfu has always been very concerned about the linkage between China's logistics industry and manufacturing. During the opening ceremony, Sino-Chinese Businessmen held a summit forum on multi-industry linkage. The theme included not only the linkage of manufacturing and logistics, but also the linkage of other services.
Liu Jingfu believes that the basis of the linkage between the two industries is that the manufacturing industry should be fully outsourced, but the actual problem is that almost every large state-owned enterprise builds its own logistics company and rarely outsources logistics; even if there is outsourcing, they adopt Most of them are bidding models, especially the online bidding model, which is more "crazy": for example, in the first year, the bid may be 15 million. In the second year, the online bidding will be reduced to 6 million, so that everyone No profit, the price war is extremely fierce. "This bidding model actually hurts the future development of the logistics industry," Liu Jingfu said.
In response to these existing problems, Sino-Chinese Businessmen put forward their own development concept. In the manufacturing industry, from the original focus on cost to the focus on value, through optimization of logistics solutions to maximize value. Liu Jingfu believes that many manufacturing industries use logistics bidding to subcontract logistics, and the cost of each segment has indeed been minimized, but the total cost has not been reduced but increased. The problem lies in whether the overall logistics plan is correct.
Sino-Chinese businessmen provide customers with comprehensive services or integrated services, and focus on what value they can bring to customers. Starting with diagnostic analysis, analyze and diagnose the customer's logistics system, including his marketing system, and then point out the customer's problems in strategy and system, and propose a comprehensive solution, including procurement strategy, production structure, product distribution channels Construction, etc., will even intervene in direct product marketing.
In view of the tightness of the enterprise's capital chain, Sino-Chinese Business has cooperated with many banks to market financial products of different banks and customers, thus establishing a financial logistics service model based on the supply chain. For some steel manufacturing companies that rarely study procurement strategies, Sino-Chinese Businessmen can design a variety of procurement models for customers in the procurement process, and then introduce strategic partners to allow customers' funds to be fully released. For example, the customer originally ordered a ship abroad, and the goods had to be paid as soon as they arrived in China. After the intervention of the Chinese business, the goods went from abroad to the manufacturer's yard. In this logistics process, the customer did not have to pay a penny. The customer only needs to pay for the raw materials such as iron ore required by the daily production volume, and pay the bills to the factory every day, which reduces the cost of the customer's procurement stage and the scale of capital occupation.
"The linkage between the two industries, if the strategy is not linked, there is no basis for such linkage." Liu Jingfu made it clear that the manufacturing and logistics industries must be strategically linked, strategically integrated and interactive.
Sino-Chinese Businessmen proposes customized logistics services. After the two sides have formed a strategic interaction, Sino-Chinese Businessmen will make a customized investment for a customer's business and generally sign a strategic agreement of at least three to five years. Liu Jingfu said that in the past, many logistics companies built warehouses or logistics parks and then spent a lot of energy to attract investment. At the beginning, they also attracted low-quality customers. This is called pulling investment, which is to use investment to pull business and customize Chemical logistics is a driven investment, with business first and then investment.
As a logistics company, Sino-Chinese Businessmen attaches great importance to the strategy of manufacturing companies, attaches importance to the strategy of manufacturing as their own strategy, and will provide their own suggestions to the development strategies of partners.
When choosing customers, Liu Jingfu will examine the other party’s corporate culture and require both parties to have some common value judgments in terms of market positioning and cultural outlook. If they find that the other party is a short-sighted or irresponsible company, he will give up Do this single business. "From a strategic perspective, if the values of the two sides are too different, then the cooperation will not last long." Liu Jingfu believes that the cooperation between Sino-Chinese Business and Binhai TEDA Logistics is strategic cooperation. The corporate culture of the two sides has many similarities, such as emphasis Responsibility and innovation, such as asking employees to honor their parents and so on.
Listed on the basis of three years and listed for six years
Referring to the development plan and conception of the Chinese and Chinese businessmen, Liu Jingfu is confident and confident:
"The first three years are mainly to lay a good foundation, and to rationally lay out our network in China's major economic regions and within a certain range of foreign countries." Zhongwu Huashang plans to open 5 to 10 branches in China this year. Increased to about 30, this is the domestic network layout. Internationally, this year two branches will be established in Canada and Germany. In some economic regions, where the business is very concentrated, build your own network with moderate investment, integrate social resources, and improve the network layout through a large number of cooperation models. This is the first foundation in Liu Jingfu's plan.
Building the first-class team in China is Liu Jingfu's "second foundation". He particularly emphasized that middle and high-level teams should not only have actual combat experience, but everyone should have strategic thinking. He believes that only in this way can the company go further.
The third foundation is in logistics research and development. Sino-Chinese businessmen will promote technology research and development more effectively, and the company will strengthen cooperation with universities and associations, and strive to become a logistics experiment base and an industry-university-research base.
In addition, including the adjustment of the business sector structure from the perspective of strengthening risk management and control, and balanced development of domestic and international business, etc., as the first five years of Chinese and Chinese businessmen need to lay a good foundation for the first three years.
In the next three years, Sino-Chinese Businessmen will implement capital operations on the basis of business development. "Strive for the sixth year, the company can be listed in the country." Liu Jingfu revealed that in fact, since the establishment of the Chinese business, the Chinese business has been operating in accordance with the standards of listed companies.
Liu Jingfu has designed a set of mechanisms to ensure that employees and the company grow together: the company builds a good platform on which employees’ value can be realized, and each step can see their own progress. These advancements include employees' own abilities, qualities, career plans, and income. All employees who participated in the company’s first three years of entrepreneurship will hold shares in the company in the future. "We have all established plans for these. My biggest ideal is to make Zhongwu Chinese Entrepreneurs the only company that employees choose in their lifetime. It may not be possible, but my goal is this." Liu Jingfu said with a smile, he built the company himself Such self-confidence as an excellent company that can attract talent.
Practice the policy of unequal internal strength
Although my country's logistics market has great potential for development, Liu Jingfu is not optimistic about the current status of Chinese logistics companies. He believes that "China's manufacturing industry today is the future of China's logistics industry." Under the global economic integration, China's manufacturing industry is basically in the low-end state, with large scale and high energy consumption, hitting the major product grades abroad It is not high and the profits are meager. Under this background, the profits of logistics companies serving the manufacturing industry can be imagined. China's logistics market is now flooded with low-price competition and excessive competition. Many logistics companies that lack solutions are fighting for and waiting for preferential policies, and some are all stubborn. For example, if the business tax is changed to value-added tax, Liu Jingfu thinks that this is actually just a change of tax type, it is the adjustment of local interests and central interests, and it is a reform of the national taxation system. Misunderstood, that this is another good thing for the logistics industry. The results show that after the "camp reform", the cost of logistics companies has risen instead of falling, and everyone began to be angry and complaining. "This also shows the fragility of the logistics industry. But to develop, our logistics companies must have a philosophy, from the external to maintain policy survival to practice internal skills, build a professional team, so that our logistics can truly develop and become passive For the initiative." Liu Jingfu said.
Compared with developed countries, Liu Jingfu is deeply touched.
Liu Jingfu once worked with Japanese companies. After the Japanese auto parts entered China, they used ships for shipping and basically used cars when they arrived on land. Liu Jingfu proposed a plan to the Japanese side to transport these parts by train. The Japanese asked a question: What is the vibration coefficient of the train? This question asked a group of people. At that time, no one in China knew the vibration coefficient of the trains they often took because the standards in this area had not yet been formulated. In response to the Japanese request, Liu Jingfu immediately sent someone to buy a portable instrument for measuring the vibration coefficient from Japan.
On another occasion, Liu Jingfu went to Japan for an investigation visit, and he found that a car company's staff was studying bird droppings in Tokyo, and the curiosity made him go to find out. It turns out that this company's cars are sold to the Tokyo market, and the bird droppings contain acid. If the droppings fall on the car, it will cause corrosion to the car. Liu Jingfu was shocked: When will Chinese companies be so subtle and professional? As a result, he became more determined to develop his internal skills and build a first-class professional team.
Liu Jingfu believes that if Chinese logistics companies do not strive for development, in a few years, they may become large factories of foreign logistics companies and become objects of integration. Therefore, Liu Jingfu particularly emphasizes the strategic awareness of senior management, and should gradually train himself from an enterprise operator to a management expert, and is a strategic level-without a strategic enterprise, it is not possible to do much.
Liu Jingfu's office is very wide, with a grand layout and attention to detail. A magnificent "China Taishan" copper engraving almost occupied the entire wall behind the desk.
Shapely shape, light blue pinstripe shirt with dark suit, from wearing to talking, Liu Jingfu gives people a sense of grace, elegance and lack of enthusiasm.
Since the establishment of China Railway Modern Logistics Technology Co., Ltd. (hereinafter referred to as "China Railway Modern Logistics Technology") in 2001, as the company's chairman, Liu Jingfu has witnessed its growth process and has led her into the leading third-party logistics enterprises in China. Liu Jingfu positioned China Railway Modern Logistics Technology business in high-end logistics, proposed and implemented a series of measures such as "network strategy" and "talent strategy", and the company also won a series of honors at the same time of its great development... But at this time, Liu Jingfu He chose to leave.
Liu Jingfu, who has been very successful in the position of top state-owned enterprise, why did he choose to leave and join the establishment of the Sino-Chinese business? Many people have such a question.
Liu Jingfu said: "This may be because I am a restless person."
After graduation, Liu Jingfu University was assigned to the Tianjin Material Management Cadre College of the Ministry of Railways as a teacher, from a normal teacher to an acting dean, and also served as the editor-in-chief of the magazine. Liu Jingfu has always attached great importance to communication, especially cross-border communication and collision. When he was a teacher, he had a lot of interactions with society. For example, he participated in the Tianjin Entrepreneur Association, Tianjin Managers Forum, Tianjin Materials Society, and even a member of the Tianjin Futures Research Association. Futures trader. In these seemingly irrelevant industries, Liu Jingfu has participated in a lot. It seems that "Cross-Border" can indeed cultivate the thinking and the long-term vision of contact.
As an ordinary teacher, Liu Jingfu has taught leadership science to the leaders of the material department many times and edited books in this area. He had clearly recognized that leadership is an art and a science at that time, and it has its inevitable Regularity; The leader's method is to summarize and master some regular things in constant practice. The “uneasy” crossover allowed Liu Jingfu to grasp certain laws and apply them to his own life planning.
Nowadays, logistics companies can no longer just be satisfied with the exchanges among their peers. Liu Jingfu believes that logistics companies should sit more with manufacturing and other industries, and then learn about the situation of other industries through cross-border and remote communication, get new information, and collide with new ideas. "If all the participants of the logistics business, no one will say it all their bottom line. According to this routine, we get together to eat a meal, such exchanges mean nothing."
Life, step by step forward
Jingfu very I have set myself a long-term future. He said that there should be three stages in his life. The first stage is to adapt to society, the second stage is to be able to create and break through on a platform, and the third stage-to truly start a business.
In China Railway Modern Logistics Technology is the second stage of Liu Jingfu's life. Facing past achievements and honors, Liu Jingfu attributed it to the resources and strength of the organization. "Testing whether I can succeed in the future is on the platform of Sino-Chinese Businessmen. Can the company move forward steadily step by step according to our predetermined strategy, I think this is important." Liu Jingfu said.
Liu Jingfu has a wide range of interests, and they are also suitable for communicating with people: playing badminton, card games, writing, and drinking tea with friends. Liu Jingfu also uses these rich activities to regulate himself in addition to his busy work.
Stick to happiness
Liu Jingfu has a happy family. Lover and he were classmates in middle school. At that time, one was the secretary of the Youth League Branch and the other was the propaganda committee. Although they were in love only after going to university, they already knew each other very well, and they were emotionally sweet.
Her daughter is 85, graduated from the Hong Kong Polytechnic University, "very aggressive, very confident" This is Liu Jingfu's evaluation. After graduating from college, she did not work according to the route designed by her parents, but insisted on working hard by herself, applying to some well-known companies alone, and now working for a German company.
Family members always support Liu Jingfu's major decision. When I left China Railway Modern Logistics Technology, "My lover and children are very supportive of me, especially my daughter is very firm in supporting my dad to start a business. She also said, "It is a pity that you start your business earlier than me!" . She likes challenges and has my genetics." Liu Jingfu is proud of her daughter.
Although Liu Jingfu knows his desire to challenge and has carried out "unrest" cross-border actions, he also admits that if a person can persist in a company or a position for a long time, it is also commendable.
When interviewing Liu Jingfu, he was on a business trip in the field and whether he would be refused. He did not expect that Liu Jingfu on the other side of the phone agreed very readily. In just a few minutes, the interview time and place were confirmed. When we arrived as scheduled, Liu Jingfu was already waiting in the office.
The company's style is like its leader. Sino-Chinese businessmen are about to reach their first birthday, and we look forward to Liu Jingfu's continued success on this new platform!
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