Management is your best blue ocean

Many of us have seen Michael Porter's theory of competition. In recent years, we have been pursuing the creation and cultivation of the so-called core competitiveness of enterprises. According to the logic of Porter's competition theory, I think that the core competitiveness of an enterprise is nothing more than to do well in three basic core elements: integration advantage, product leadership and customer relationship. These three elements are the most powerful expression of the core competitiveness of enterprises. Any enterprise, as long as it completes one of these elements, can create the core competitiveness of the enterprise. No enterprise has become the first in the industry in these three fields, and there is no such talent level enterprise in the world. An enterprise can only choose one of them as its core competitiveness and continue to build and cultivate, eventually becoming the industry leader. But at the same time, the other two must be above the industry average. When an enterprise chooses one of the elements as its core competitiveness, its internal process, structure and talents will match and optimize the combination according to the essential requirements of the core competitiveness. I think this is the basic law of management, no enterprise can escape from the shackles of the law. 

Integration advantage: it refers to the high efficiency of enterprise integration, continuous cost reduction and the best state of industry efficiency and cost control through excellent operation system. For example, Galanz air conditioning, McDonald's.

产品领先：是指通过对顾客需求的深刻把握，通过对研发的坚持投入，设计制造最符合或者超越顾客期望的优质产品。例如苹果手机。

Product leading: it refers to the design and manufacture of high-quality products that best meet or exceed customers' expectations through the deep understanding of customers' needs and the persistent investment in R & D. Apple phones, for example.

顾客关系：是指了解顾客并通过营销和沟通建立起战略一体的牢固稳定的顾客伙伴关系。例如海底捞、宜家家居、小米手机。

Customer relationship: refers to a firm and stable customer partnership that understands customers and establishes a strategic integration through marketing and communication. For example, Haidilao, IKEA, Xiaomi mobile phone.

产品领先

Product leadership

首先，产品领先需要不断的创新，很多企业在产品领先上基本都是昙花一现，都不是能力的表现。我们弘典文化在做企业咨询的过程中接触到大量的企业案例，大多数企业不具备产品创新的能力。常常把一次偶然的机会或者所谓高毛利产品研发当作自己的领先能力，经不起市场的洗礼很快就销声匿迹了。产品领先在很多时候都是暂时的，关键是企业持续领先的能力如何。

First of all, product leadership needs constant innovation. Many enterprises are basically ephemeral in terms of product leadership, which is not the performance of ability. In the process of doing business consulting, Hongdian culture has come into contact with a large number of business cases, most of which do not have the ability of product innovation. We often take a chance or the so-called high margin product development as our leading ability, which will soon disappear without the baptism of the market. Product leadership is temporary in many cases. The key is the ability of enterprises to continue to lead.

其次，产品领先需要巨大的投入，包含资金、人力等。持续的领先就需要不断地坚持并具有工匠精神。2016年，我到山东一家上市公司讲课，我问他们企业的核心竞争力是什么，员工很一致的回答是产品领先。但这家企业内部却没有一个所谓的产品研发部门，过去很大程度是依靠董事长的直觉和经验。持续领先没有巨大的投入是实现不了的。

Secondly, leading products need huge investment, including capital, manpower, etc. Continuous leading requires constant persistence and craftsmanship. In 2016, I went to a listed company in Shandong Province to give a lecture. I asked them what the core competitiveness of the company was. The employees unanimously replied that the product is leading. However, there is no so-called product R & D department in the company, which relies heavily on the intuition and experience of the chairman in the past. Continuous leading can't be achieved without great investment.

然后，今天营销环境发生了变化，持续的产品领先还要跟上消费者需求的变化。今天我们所讲的产品已经不是单纯的指它的功能和作用，更多的是从场景、体验和情感角度来谈。例如江小白、大师小罐茶等都不是先讲功能，而是站在情感和精神的层面上重新构建产品逻辑。因此产品领先更多的也是理念和情感的领先，特别是未来营销的更高境界则是公益和慈善，产品领先需要有新的考量因素。

Then, today's marketing environment has changed, and continuous product leadership needs to keep up with changes in consumer demand. Today, the product we are talking about is not simply its function and function, but more from the perspective of scene, experience and emotion. For example, jiangxiaobai, master xiaocan tea, etc. are not talking about the function first, but stand on the emotional and spiritual level to reconstruct the product logic. Therefore, the product leading is more the leading of concept and emotion, especially the higher level of future marketing is public welfare and charity, and the product leading needs new considerations.

例如，奢侈品牌，他卖的不是衣服，不是包包，他卖的是西方500多年来伟大文化的成功。在全世界范围内的成功。很多中国服装品牌，不太会从人文角度打造品质和品牌。产品领先也即意味着企业在品质和品牌方面做到极致。要想把品牌做好，必须融入文化的元素、融入情感和精神的元素，只有打动消费者的内心，才能成就一方霸业。

For example, for luxury brands, what he sells is not clothes, not bags. What he sells is the success of the Great Western culture for more than 500 years. Worldwide success. Many Chinese clothing brands are not good at creating quality and brand from the perspective of humanity. Product leadership means that the enterprise achieves the ultimate in quality and brand. In order to make a good brand, we must integrate cultural elements, emotional and spiritual elements. Only by moving the hearts of consumers can we achieve one side's hegemony.

顾客关系

customer relations

我们说未来所有的制造业、甚至所有的行业都会成为服务业。服务将会成为未来企业经营的核心。服务就要站在顾客角度思考，就要接近顾客、与顾客沟通、方便顾客。如何建立持续高效的战略伙伴关系的顾客经营体系最为重要。企业决策的重点、资源的分配都应该以如何更方便接近顾客、服务顾客为根本。

We say that in the future, all manufacturing industries and even all industries will become service industries. Service will become the core of business operation in the future. Service should be considered from the perspective of customers, close to customers, communicate with customers and facilitate customers. How to establish a sustainable and efficient customer management system of strategic partnership is the most important. The key point of enterprise decision-making and the distribution of resources should be based on how to approach and serve customers more conveniently.

顾客关系优势对企业的营销能力提出新的定义和要求，企业内部所有的流程和制度都要站在顾客角度思考问题。例如我们去医院看病，过去都是三长一短：挂号时间长、等待时间长、拿药时间长、看病时间短。医院的改革如果站在顾客角度思考就应该变成三短一长：挂号时间短、等待时间短、拿药时间短、看病时间长。只有这样才能提升顾客的满意度，才能建立起良好的顾客关系优势。

The advantage of customer relationship puts forward new definition and requirements for the marketing ability of enterprises, and all internal processes and systems of enterprises should consider problems from the perspective of customers. For example, when we went to the hospital for treatment, we used to have three long and one short periods: long registration time, long waiting time, long time to take medicine and short time to see a doctor. If we think about the hospital reform from the perspective of customers, it should become three short and one long: short registration time, short waiting time, short time to take medicine, long time to see a doctor. Only in this way can we improve customer satisfaction and establish a good customer relationship advantage.

我们都知道的餐饮案例海底捞，海底捞不是在卖餐饮而是在卖服务。很少有人说海底捞的饭好吃，大家更多的是在评论他的服务。海底捞通过以客为尊的服务意识，大大强化顾客关系的优势，最终形成独具特色的发展道路。

As we all know, Haidilao is not selling food but services. Few people say that Haidilao's meal is delicious, and most of them are commenting on his service. Haidilao greatly strengthens the advantages of customer relationship through the customer-oriented service consciousness, and finally forms a unique development path.