Suning's corporate culture is not only the main content of Kanban management in various branches of Suning Appliance, but more importantly, it is internalized into the action concept of Suning employees and externalized into Suning Appliance's measures to cope with fierce market competition. The following is the content of interpreting Suning's corporate culture for your reference, hoping to help friends in need.
First, planning also needs marketing. At present, most enterprises regard corporate culture as a slogan, and the rampant corporate culture has become increasingly unrealistic. Pan-culture, sub-culture and pseudo-culture have become synonymous with corporate culture, which cannot but be the sorrow of corporate culture in China.
Suning Appliance has obviously avoided the above problems in the practice of corporate culture. From 200 1 year, through the bottom-up corporate culture collection activities, a relatively perfect corporate culture system text system was summarized and formed, and Suning's corporate culture never stopped building. As the driving force of Suning's enterprise development and the daily behavior standard of Suning people, the corporate culture construction of Suning Appliance is obviously a process of sustainable development.
In the past four years, the author has cooperated with the suppliers of Suning Appliance. Through nearly two months' investigation and research, it is found that the corporate culture text of Suning Appliance may be the most common among many corporate culture texts, but it is rare that it is deeply rooted in the enterprise. At present, Suning's corporate culture is not only the main content of Kanban management in various branches of Suning Appliance, but more importantly, it is internalized into the action concept of Suning employees, externalized into the market means for Suning Appliance to cope with fierce market competition, and has become the core driving force for Suning Appliance's rapid development.
Today, with the continuous generalization of corporate culture, I feel sincerely honored to see the unique charm and successful interpretation of Suning's corporate culture. As an excellent case, the corporate culture of Suning Appliance has attracted great attention from many corporate culture research experts including me. Therefore, I am generous and shallow, and try to talk about the following understanding of Suning Appliance's corporate culture through interpretation, so as to attract the attention and proof of others.
I. Basic Law of Suning
"Market-oriented, constantly enhance the profitability of enterprises, diversify, chain and informatization, and pursue higher enterprise value; Customer-oriented, constantly enhance the control of enterprises, pay attention to objectives, implementation and results, and pursue higher customer satisfaction; Unswervingly, persevere and build the best chain network service brand in China. " -Basic Law of Suning
Many people don't understand or even question the rapid development of Suning Appliance, and some people have expressed concern and anxiety about the rapid development of Suning Appliance.
Why did a small street shop become the leader in the field of air-conditioning wholesale in China in just a few years under the attack of many state-owned commercial enterprises that have accumulated many advantages in capital and human resources? Why did it take only three or four years to quickly become the leader of China's home appliance chain format? The rest of my life is too late! Unfortunately, during Suning Appliance's pioneering period, I was still a high school student who didn't understand the times. However, from June 1999, when Suning Appliance announced its entry into integrated appliances, the first Suning Appliance store, nanjing xinjiekou Store (now Suning Appliance Head Office), I witnessed the development of Suning Appliance in the household appliance chain format. Through extensive contact with many old people in Suning, I really felt the hardships of Suning Appliance in its pioneering stage, and at the same time I had my own understanding of why Suning Appliance can move towards today's success and bright development prospects. If what I can feel from the communication with "old Suning people" and Suning rookie is the initial form of Suning corporate culture, or the embryonic form of Suning corporate culture, then Suning Basic Law is a complete interpretation of why Suning Appliance succeeded.
Suning Appliance didn't talk about the so-called corporate strategy here. Especially in today's enterprise strategy and tactics, hollowing out and slogan, the charm of Suning's basic law may not be very good. The corporate strategy that is verbally welcomed by bosses is regarded as the work orientation that all Suning people must abide by, and then the ultimate goal of Suning Appliance's business development is established. It makes Suning's basic law less slogan and more practical, so it has strong behavior guidance and cultural boost. It not only solves the problem of how to develop the enterprise, but also clarifies the question of who Suning Appliance exists and develops for. "Perseverance and perseverance" contains the personality toughness of Suning people, and I think anyone who has had contact with Suning people will feel this personally.
With the support of this personality toughness, what kind of challenges can stop Suning people? "Building the best chain network service brand in China" has become a realistic enterprise development goal and the most realistic vision.
Second, Suning's management philosophy
"System is more important than power, and colleagues are more important than relatives and friends."
Insufficient orders, insufficient orders, employees' lack of execution, and even anti-enterprise and anti-cultural behaviors frequently occur, which have become the most headache for many business owners and senior managers. For thousands of years, China's official standard and the cultural inertia of "power is greater than law" have been everywhere. System makers openly despise the authority of the system, but no one dares to advocate what kind of price violators should pay; The system is unreasonable, and employees only dare to be angry and dare not speak. The rationality of the system has become the fatal weakness of the system; Employees subject to this system. Based on the unbalanced mentality, the rebellious attitude towards the system and the lucky psychology of trying to escape punishment at the expense of violating the system, the authority of the system is facing many challenges. This cannot but be said to be the sorrow of the internal system construction of enterprises.
Many bosses try to change this situation with the help of external forces when they complain about insufficient execution and low employee loyalty. We saw the rush of corporate culture experts and the hot-selling scenes of books such as Execution, Spontaneity and Letter to Josia. But has the problem been solved? Obviously, there is no fundamental solution.
"System is more important than power" is just a slogan in the eyes of most people. However, in the practice of corporate culture of Suning Appliance, it is not what people take for granted. The author's most intuitive feeling is that Suning Appliance's "system is more important than power" is by no means empty talk, but a guideline for employees to implement it effectively. Because. The introduction of the internal system of any enterprise of Suning Appliance has to go through more than three bottom-up suggestions collection and repeated argumentation before it can finally form the system text. Unlike most enterprises, the cycle of internal system implementation and system reform is only a personal repair in words. The internal management system of Suning Appliance stipulated at the beginning of its publication that it should change with the development of the market and enterprises. In this case, the system is more important than power and will no longer be a slogan. The same idea of total staff management has also been fully practiced in Suning Appliance. If a cleaning aunt in Suning Appliance Building can stop a senior leader of Suning Appliance from scattering rice grains on the ground, and that senior leader has repeatedly attacked SAYSOORY, will you still doubt Suning Appliance's practice of "system is more important than power"? I don't question it anymore, because I witnessed it with my own eyes.
Colleagues are more important than relatives and friends. In Suning Appliance, you may not hear the names of brothers, apprentices, big brothers and big sisters. On the contrary, swearing and position are the most common phenomena. It is in the enterprises where brothers are flying all over the sky that we see nepotism and internal friction among different groups. However, we can hardly see these phenomena in Suning Appliance. As the beginning of communication, the name or position is full of courtesy and sincerity, and it also fully embodies the spirit of cooperation of equality and mutual respect between people and me. It is completely different from the psychological feeling brought by too much thinking behind the sweet talk title. In the explicit expression of Suning Appliance's corporate culture, we see a kind of equal, cooperative and respectful colleague relationship in which the system is more important than power and the group is supreme. Therefore, the cohesion of the Suning team can be highlighted. Because people in Suning clearly realize that work is also a kind of life, even the most important part of daily life. At the same time, we spend more time together than our relatives and friends. Building a harmonious relationship with colleagues will make your life better!
As a supplier representative who has dealt with Suning Appliance for more than four years, "colleagues are more important than relatives and friends" gave me another experience. Doing the same thing for the same customers, based on the "colleague" relationship formed by the cooperation of manufacturers, I feel the unique charm of "paying more attention to relatives and friends at the same time". This is also the fundamental reason why basically all supplier representatives, including myself, are willing to cooperate with Suning Appliance.
Based on the high-level interaction of strategic partnership, we can understand why the high-level executives of Hisense, Meiling, Galanz, Siemens, Samsung and other enterprises frequently visit Suning Appliance, and why Suning Appliance can get great attention and support from government agencies and social groups (including the media).
Third, Suning's business philosophy.
"Integrate social resources and win-win cooperation; Meet customer needs and be sincere. "
Someone once defined an enterprise as a country: the so-called enterprise is to form a new combination of elements through the utilization of related elements (resources). The business philosophy of Suning Appliance is a reasonable extension of this definition.
In the business philosophy of Suning Appliance, they realize the importance of enterprise integration into society; For the purpose of doing business, they also understand the importance of their industry and for whom they should exist. As a channel provider, home appliance chain format is a "node" connecting upstream manufacturers and end customers. Suning Appliance is not limited to the category of "nodes". Social resources certainly include upstream manufacturing enterprises, but from the perspective of social marketing of Suning Appliance, upstream manufacturers, company shareholders, media resources, government agencies and social organizations, and human resources of enterprises are also indispensable and important resources for enterprise development. The idea of realizing the optimal allocation and efficient utilization of various resources and finally returning to society is the foundation of Suning Appliance's success. The business philosophy of "win-win cooperation" fully illustrates this point. This can also be said to be another interpretation of Suning Appliance's increasingly good reputation.
"Win-win cooperation, truthfulness and sincerity", to meet the needs of customers to the greatest extent, shows that the way and goal of Suning Appliance's development are now internalized into the code of conduct of all Suning people. As long as you walk around the stores of Suning Appliance, you will feel that the atmosphere formed by this concept is everywhere.
Fourth, Suning's values.
"Be a century-old employee of Suning, be a national enterprise and enjoy welfare; Establish a family atmosphere, communicate, guide, assist and take responsibility. "
Zhang Zeng, president of Suning Appliance, was a private entrepreneur. In an article, I talked about the four stages of the development of Suning's corporate culture: first, personal interests are for individuals and families; Second, the orientation of group interests is for employees and friends; Third, the orientation of social responsibility is for the community and the country; Fourth, the orientation of career ambition is to achieve something. This is actually the evolution process of the continuous sublimation of the values of employees in every enterprise.
Different from many companies that have evolved under the state-owned system, Suning Appliance's privatization personality has distinct characteristics. In addition to the serious drawbacks of state-owned enterprises, the country's withdrawal from People's Republic of China (PRC) is becoming a trend and a hot topic. The living environment of private enterprises has also been fundamentally improved, but the original sin of private enterprises is another topic that people are keen to talk about. How private enterprises get rid of some inherent colors laid in a specific social and economic stage and earn profits in the sunshine has become a common topic for many private enterprises, including Suning Appliance. It is unnecessary to discuss some moral issues here; Any combination of social resources has its reasonable existence, and people's social values will change accordingly. This is the social background of the formation of Suning's values.
The author believes that Suning's values based on a new understanding show that enterprises can only develop if they are profitable, and the long-term development of enterprises has become the common need of the national society and all employees of Suning. The development process of Suning Appliance is actually a process of redistributing social resources and enjoying benefits. Employees of private enterprises are also employees of the state, and private enterprises should also bear social responsibilities. The trend of retreating the country and advancing the people is the need of the times. All this is inseparable from the support of society and the efforts of private enterprises themselves, otherwise it will be empty talk.
Work itself is a kind of life, so creating a happy life for employees is a part of Suning Appliance.
Besides how to live, who to live for, and the practical benefits brought by money, reputation and status, more people are pursuing a state of life that can reflect their own social values and is willing to pursue. The way of communication, guidance and help makes people feel the atmosphere of team survival. In a sense, the quality of team life is an important symbol to measure a person's degree of integration into society and quality of life. In Suning's corporate culture, these are not enough. The concept of "the ultimate responsible person" is deeply rooted in the hearts of Suning people, which is Suning's spontaneous efforts to realize its own value. We can also compare the SBU (Sunit) strategic division of Haier Company to know the ultimate person in charge of Suning Appliance. Here we quote another sentence from President Zhang: I have always opposed the statement of professional managers, because I have always felt that the first element of professional managers is professional ethics. In this sense, only the founder of the enterprise, the' ultimate person in charge' of the enterprise, the person who has no retreat in the face of the enterprise and measures his personal value by the success or failure of the enterprise are the real professional managers. From this passage of Mr. Zhang, we can understand that the ultimate responsible person of Suning Appliance is different from that of Haier Company, different from the simple post responsibility of employees to the enterprise, and contains the connotation of social responsibility that Suning employees should have. The way to realize "responsibility" is the ultimate sense of responsibility that every Suning person must have, and it is also the practice of this sense. Therefore, it is not difficult for us to understand why an employee of Suning's marketing department can act bravely without fear of gangsters. I can also understand why Suning Appliance's first question responsibility system is highly respected by customers.
Fifth, the talent view of Suning enterprises.
"Personality priority, moderate ability; Dedication-oriented, team first "
First of all, we can review Mr. Zhang's point of view quoted above; Secondly, Suning Appliance holds a unique view on professional managers who are in the limelight. Sun Weimin, vice president of Suning Appliance, further put forward the viewpoint that people should be suspicious in an article. Mr. Sun said: people should doubt, first, their virtue, and second, their ability; Suspects are hard to use, but employers are hard to be generous; Suspects are difficult to use because users must be elegant; At the same time, Mr. Sun also said that if enterprises do not need suspects, they will miss the opportunity to find talents; There is no doubt about employing people, and the development of enterprises depends on the limited ability and character of the employed. Then, it is not difficult for us to understand the four principles of using talents of Suning Appliance. In the corporate culture atmosphere of Suning Appliance, rejecting individual heroism and advocating the distinctive characteristics of team supremacy has become the most remarkable performance of Suning Appliance employees' "giving full play to their talents".
Sixth, the service concept of Suning Appliance.
"Service is the only product of Suning; Customer satisfaction is the ultimate goal of Suning. "
Suning Appliance's service concept is based on a deep understanding of the industry, and excellent service is also an innovative concept of products; The diversity and intangibility of service products determine the profound truth of endless service. All-round service and the pursuit of maximum customer satisfaction have become Suning's ultimate goal. It can be said that this is the fundamental reason for the success of Suning Appliance service. I don't want to go into details here.
Seven, the competitive concept of Suning Appliance and Suning's entrepreneurial spirit.
The competition concept of Suning Appliance is "innovating standards and surpassing competition; Enterprise spirit and employee ethics "
Suning's enterprise spirit is "keep fighting and never give up"
Compared with another home appliance chain giant-Beijing Gome, Suning Appliance's enterprise competition concept and enterprise spirit undoubtedly carry too much Wu Chu culture; In the Yanzhao culture of Beijing Gome, people will naturally form an obvious evaluation of the corporate culture and style of the two countries. The author seems to recognize Suning Appliance's detachment from competition and leading competition.
"Persisting in hard work and never giving up is my personal character and what I want to impose on enterprises most.
Zhang said, president of Suning Appliance. Here, we feel the harmonious, progressive, industrious and persevering cultural heritage of Wu Chu. Taking employee morality as an important part of enterprise competition concept also makes us feel the self-purification and introverted personality orientation everywhere in Suning's corporate culture. Suning Appliance shows a sober attitude of facing up to the objective existence of commercial bribery and resolutely putting an end to it. Compared with the rapid development or even excessive expansion of the household appliance chain format at this stage, Suning's competitive concept and entrepreneurial spirit undoubtedly appear in a brand-new attitude. Pure price competition is no longer the scenery of China's home appliance manufacturing industry and circulation industry. However, based on innovative standards and competitive outlook beyond competition, I believe that Suning Appliance has found a way to survive for enterprise development.
Eight, Suning staff professional ethics, marketing personnel guidelines, management personnel guidelines, service personnel guidelines (see annex).
As a subsystem of Suning's corporate culture, the professional ethics standards and the three major personnel standards of Suning employees all reflect the consistency of Suning's corporate culture. It is also a comprehensive and objective interpretation of corporate culture. It also has the institutional binding force and transformative power that is not common in general corporate culture and system.
The homogenization and synchronization of the headquarters culture and the corporate culture of each branch (store), as well as the rapid grafting and transplantation of the headquarters culture, are also problems that cannot be ignored in the process of corporate culture construction of Suning Appliance. And what they obviously insist on is an equally important road that the inheritance of headquarters culture and the marketing methods of headquarters are carried out simultaneously. The branches (stores) of Suning Appliance have developed rapidly, providing the most satisfactory service for more and more customers and gaining high recognition from people. Is the most obvious proof.
Recently, I am glad to hear that Suning Appliance is in full swing to carry out corporate culture video training activities. It is believed that with the application of modern scientific and technological means, the corporate culture of Suning Appliance will surely take root and sprout everywhere with the development of Suning Appliance.
Finally, I also wish Suning a prosperous chain business and realize the grand dream of building China's home appliance chain format "Wal-Mart" at an early date. I think this is also the common wish of most people who care about the development of Suning Appliance!
;