When combing the industrial chain, enterprises usually stand on their own point of view and are "bound" with enterprises as the center, while the industrial ecological chain is based on the industrial chain and customer-centered connection.
How should enterprises strategically grasp the industrial ecological chain according to their own reality?
(1) In the process of formulating strategies, enterprises need to sort out their position in the industrial chain and the relationship between partners, so as to keep up with the pace, take the lead in the industrial renewal iteration and improve their core competitiveness.
Contemporary Ampere Technology Limited New Energy Technology Co., Ltd. was established on 20 1 1, which is an enterprise integrating R&D, design, development, certification and testing of power batteries. As we all know, power battery is the power source of new energy vehicles and the most critical nuclear "core" component. While many power battery companies are still studying the second generation lithium iron phosphate battery, Contemporary Amp Technology Co., Ltd. has made great efforts in the research and development of ternary lithium batteries, and seized the potential of new energy vehicles and the power of national support policies.
It is obviously not enough for an enterprise to succeed only by grasping the trend and technological advantages. Contemporary Ampere Technology is also good at standing at the height of the whole industrial chain and actively arranging cooperation and marriage with upstream and downstream enterprises. For example, in cooperation with Meg, an upstream supplier, a new energy life cycle value chain of "battery recycling-material recycling-battery pack recycling-automobile reassembly" has been established.
In the cooperation of downstream automakers, we have deep cooperation with BMW Brilliance in the binding of orders and rights: we set up a joint venture with BAIC Group to establish Proud and lock in the orders of two automakers, BAIC New Energy and BAIC Futian; Joint venture with SAIC Group to establish new era SAIC and SAIC era, in which SAIC is responsible for battery production and SAIC is responsible for battery production; Guangzhou Automobile Group and Guangzhou Automobile Group jointly established Guangzhou Automobile Power Battery Co., Ltd. and Guangzhou Automobile Times Power Battery System Co., Ltd. ..
Contemporary Ampere Technology Co., Ltd. ranked among the top three global power battery companies in 20 15 and 20 16, second only to Panasonic and BYD. In 20 17, it became a battery supplier that surpassed BYD and Panasonic, and its global market share reached 17%, ranking first. In less than 7 years, Contemporary Ampere Technology Co., Ltd. has achieved a miracle of growth from 0 to 654.38+30 million yuan.
(2) When making a strategy, enterprises should consider the feasibility of their own strategy from the perspective of all parties in the industrial chain, and the lack of any link may lead to the failure of the strategic plan.
Sony e-reader, Pfizer's inhaled insulin and Michelin's PAX system puncture-proof tire, which were once superior to Amazon Kindle, all had the experience of losing Maicheng because they ignored the relevant links in the industrial chain.
Taking the failure of Michelin's famous PAX system as an example, we can understand the decisive role of any link in the industrial chain in the success or failure of the strategy.
Michelin has introduced a brand-new tire PAX tire, which can continue to run normally for 200 kilometers after a flat tire completely leaks, and can also greatly improve the tread life and fuel efficiency. For automobile manufacturers, installing PAX tires can greatly improve the competitiveness of their cars.
At this point, Michelin regards PAX tire as a strategic product, which has changed from the original manufacturing orientation of individual components to the system integration orientation. After five years' efforts, the transformation was finally successful, and many obstacles were overcome. We signed cooperation contracts with Mercedes-Benz, Audi, BMW and other companies, and persuaded Goodyear, another large automobile tire manufacturer, to also produce PAX tires. Everything should be ready.
Unexpectedly, "Dongfeng"? However, it was delayed. During this period, the sales of Parks tires have been sluggish. After repeated search, the reason is actually tire maintenance. When Pax tires have problems and need to be repaired, almost all repair stations are unwilling to provide maintenance, because the original tire mender is not needed, and a whole new set of equipment needs to be purchased, which the tire mender thinks is too expensive and uneconomical.
It is the neglect of tire maintenance that caused Michelin's Parks tires to stop supplying to the civilian market after struggling for 12 years, which brought incalculable losses.
(3) Enterprises can integrate industries according to the needs of development strategy and on the basis of clarifying the industrial ecological chain. Industry consolidation can be divided into three types: horizontal integration, vertical integration and mixed integration.
① Horizontal integration is to improve the concentration of enterprises and expand market power by limiting the same type of enterprises in the industrial chain.
② Vertical integration means that enterprises in the industrial chain accept integration or integration contracts by imposing vertical constraints on upstream and downstream enterprises. Maximize vertical industrial profits through output or price control.
③ Hybrid integration is a combination of horizontal and vertical. Many enterprises will carry out industrial integration when they reach a certain scale.
For example, COFCO's whole industrial chain model includes planting and purchasing, breeding and slaughtering, food processing, distribution and logistics, brand promotion and other links in the operation system; The whole industrial chain model of Daikin agriculture from "fertile soil" to "dining table" has formed a production and management model integrating planting, breeding and food deep processing; ? UPM's whole industrial chain model integrates forest management, wood processing and paper production.
There is also Internet e-commerce, which has been positioned on the industrial platform from the beginning. For example, looking for steel mesh has realized the integrated connection of steel mills, circulation and customers, and established an electronic network publishing mechanism integrating creation, training and sales.
(4) Integration comes not only from industrial ecological chain, but also from cross-border.
With the emergence of new economy, new technology and new model, all industries are actively seeking cross-border integration, relying on their own advantages to match and integrate with other resources, and building an ecosystem with competitive barriers through cross-industry and cross-industry cooperation. Companies such as Amazon, Alibaba, Tencent and Xiaomi are all examples of ecosystem construction.
After the strong rise of 20 10 Xiaomi Company, in June of 20 13, an "ecological chain" model was put forward, which was dedicated to forming an ecosystem of Internet of Things with Xiaomi brand as the core. In the layout of the ecosystem, Xiaomi controls the core smart products, such as mobile phones, TVs, routers, tablets, speakers and so on. And the peripheral products are handed over to other enterprises in the ecological chain to expand, forming a concentric structure that constantly spreads from the center.
Xiaomi provides all-round support for enterprises in the ecological circle, including brand, supply chain, sales channels, investment and financing, product planning, quality control and so on. With the incubation and empowerment of Xiaomi, companies in the ecosystem quickly occupied market segments.
In Xiaomi's eco-chain model, we can see that enterprises have opened up industrial boundaries, twisted the enterprises in the circle together by using the ties of equity and transaction, resource sharing and strategic coordination, and achieved themselves and others through the growth logic of "bamboo forest effect" and the operation logic of "precise guidance and precise strike".
In the 1990s, the competition among enterprises was product competition. 2/kloc-0 At the beginning of the century, with the rise of Gome and Suning as the beginning, the wonderful disputes between industries were interpreted; Nowadays, with the popularity of the Internet and the advancement of the Internet of Things, industrial competition has risen to the competition of industrial ecological chain.
Therefore, whether an enterprise is building its own ecological circle, or leading the industrial ecological chain, or just a specific enterprise in the circle or chain, it is of great strategic significance to clearly sort out and control the industrial ecological chain.