A company with 2,300 world famous brands* * , how it is done is worth thinking about

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The German nation started to industrialize very late. When Britain and France completed the Industrial Revolution, Germany was still an agricultural country. After the Germans entered industrialization, they also went through a "copycat stage" similar to that in China today.”: Xiang Ying, Law * , steal other people's technology, and imitate other people's products. To this end, the British Parliament also passed amendments to the Trademark Law on August 23, 1887, requiring all German imported goods entering the British mainland and colonial markets to be marked "Made in Germany". “Made in Germany" was actually an insulting symbol at the time. When Germany entered the era of industrialization, scientific research in universities was completely disconnected from the production field. Although the "World Science Center" was in Germany at that time, Americans were very smart. After receiving their degrees in Germany and returning home, they did not just go to colleges and universities to do research, but entered the market to set up companies. In the early 1890s, German scientists went to the United States and found that American industrial products had the highest scientific and technological content. Only then did they clearly propose the policy of "integrating theory with practice" and began to vigorously promote the development of applied science. Because Germany has a strong foundation in basic science, it quickly established a connection between scientific theory and industrial practice. In half a century, it combined a world-class team of scientists, engineers and technical workers to lead the "internal combustion engine and electrification revolution", which enabled the German industrial economy to achieve leapfrog development. Since then, German machinery, chemicals, electrical appliances, optics, kitchen utensils, and sporting goods have become the highest quality products in the world, and "Made in Germany" has become synonymous with quality and credibility. Almost all of Germany's most famous companies grew up from that era. They maintain a worldwide reputation to this day. Cherish "posthumous fame" and not be greedy for "immediate gains". Germany is not a nation that "loves the new and dislikes the old." Germans like things with experience, historical memory, and cultural memory. I know a German professor who still has a tube radio as big as a wooden box produced in the 1960s at home. He still uses it because of its good quality. I asked him, “Are you still using something so old? ”He said, "Yes, as soon as I saw it, I remembered the story that happened next to the radio when I was a child. To me, this is more precious than anything else! ” The ballpoint pen produced by the Germans has been dropped on the ground more than 10 times, but it can still be used when picked up. Residential housing built in Germany will not collapse in 120 years. Even if it is destroyed by war, the Germans must rebuild it as it was. There is a photo of German buildings called "Unchanging Germany", which shows the houses built by Germans after World War II. They are completely in the style of the late medieval Baroque era and the Rococo era. Why? After the end of World War II, almost all cities in Germany were in ruins, and those ancient houses were basically destroyed by the war. The Germans were very distressed, because the Germans just like their own culture. what to do? The Germans are determined to find out the photos and design drawings from that year, and they must rebuild them one by one according to the original. If you go to Germany today and look around, most cities will not have any modern buildings, almost all of them are in the style of the Baroque and Rococo eras. The Royal Opera House in Germany was completely blown up by American planes during World War II. The Germans were extremely distressed. The opera house was built 200 years ago and was completely destroyed. what to do? After World War II, the Germans circled the ruins and hired a group of scientists, cultural scientists, archaeologists, architects, and technical workers, about a hundred people, who spent 35 years to put the broken bricks and tiles back together. If you look at the Royal Opera House now, you can't tell that it was put back up after being blown up by a bomb. This building has become a "World Cultural Heritage." People from UNESCO said, "This action itself belongs to the world cultural heritage." It is precisely because Germany loves and respects its own culture to such an extent that it is called "Unchanging Germany." Since Germany's economic development does not rely on the real estate market, it is difficult for a German architect to get a construction project. If he finally wins the bid, he will design it carefully, make it an artistic masterpiece, and make it famous for generations to come. Therefore, in Germany you will never see two buildings that are the same. Therefore, people say that what German architects value is not "immediate benefits" but "posthumous fame." There is only one business in a person. At a press conference, a foreign reporter asked Peter von Siemens: “Why does Germany, a country with a population of 80 million, have more than 2,300 world-famous brands? ”This is how the CEO of Siemens answered him:: “This relies on the work attitude of our Germans and the emphasis on every technical detail of production. Our German corporate employees bear the obligation to produce first-class products and provide good after-sales service. ”At that time, the reporter asked him: “Isn't the ultimate goal of an enterprise the maximization of profits? What kind of obligations does it have? ”The president of Siemens replied, “No, that’s British and American economics, we Germans have our own economics. German economics pursues two points:: 1. Harmony and safety in the production process ； 2. Practicality of high-tech products. This is the soul of enterprise production, not profit maximization. Enterprise operations are not just for economic benefits. In fact, abiding by corporate ethics and manufacturing products with excellence are the inherent responsibilities and obligations of our German enterprises! ”Speaking of "vocation", what does "vocation" mean? It’s “what God wants you to do.” In Germany, no company has become rich overnight and quickly become the focus of the world. They are often "small companies" and "slow companies" that focus on a certain field or product, but there are very few "bad companies" and absolutely no "fake companies". Most of them are world-renowned companies with more than a century of experience and a high level of emphasis on product quality and value. They are also known as "hidden champions." There is a wine workshop in Germany that is almost 400 years old. It was left behind accidentally during World War II. Fortunately, it was not bombed by American planes. The German Continental Tire Company was established in 1871 and now has branches in almost every prefecture-level city in my country. The German company Adidas was founded in 1920 and has a history of more than 94 years. You can see that such companies in Germany have been around for a long time. German products do not engage in price wars or compete with their peers, firstly because of industry protection, and secondly because price does not determine everything. A price war may plunge the entire industry into a vicious cycle. German companies must pursue profits, but as long as basic profits can be guaranteed and there is money to be made, Germans are not so greedy and endlessly pursuing profits, but must consider longer-term and sustainable development issues. Therefore, the Germans would rather "guarantee basic profits while allowing part of the profits to be transformed into higher-quality products and more complete services." I was talking to the manager of a Fissler pot shop in Berlin and I said: “Your German-made pots can last for 100 years, so every time you sell one, you actually lose a customer, and they won’t have to look for you in the future. You see, the pots made in Japan will end after 20 years of use, and customers have to come back to them every 20 years. Think about it carefully, is it worth it for you? Why do you want to make things so strong? If you shorten its useful life, wouldn't you be able to make more money? ” The manager answered me this way: “If so, everyone who buys our pots will not have to buy it a second time. This will create a good reputation and attract more people to buy our pots. We are too busy right now! Our kitchenware factory was converted from a former arsenal after World War II. In just a few decades, it has sold more than 100 million pots. Do you know how many people there are in the world? It’s almost 8 billion, and a big market of more than 7 billion people is waiting for us! ”You see, the Germans think differently, and their marketing strategies are also different. A business is done to you once in a lifetime, and if you say that his product is good, it will infect another person, who will then become his customer, and then infect a third person. This is what others do. Explore the essence and consider the long-term. Today, there are only three cities in Germany, namely Berlin, Hamburg, and Frankfurt, which are designated as "international cities". In the future, they will also be declared as "undefended cities" during wars. The other cities are small and medium-sized cities. The vast majority of Germans live in cities with a population of 50,000, 100,000, 150,000, or 200,000. Even cities with a population of 500,000 are considered too big for Germans. Almost all German city scenery has this characteristic: The highest point on the city skyline must be the church steeple, and no building can exceed it. I was talking about this with a German professor: Why are Germans so punctual? he preaches: “The smaller the city, the easier it is to keep time. In order to be punctual, the city must also be designed smaller. If you want to avoid traffic jams in the city in the era of popularization of automobiles, you need to meet two conditions. The first condition is that any building should not exceed five floors. In Germany, if you want to build a high-rise building with more than six floors, you must get a vote from the parliament. The second condition is that half of any city must be roads. As long as you do these two things at the same time, there will be no traffic jams in the city. ” Today, Germans generally only build high-rise buildings in Berlin, Hamburg, and Frankfurt. They are also world-class high-rise buildings, but there is one condition: when such high-rise buildings fall from any direction, they cannot hit another building. Therefore, the taller the building, the larger the open space left around it. This is called "exploring the essence of things and determining long-term strategies." When the Germans build a house, they make sure to consider what will happen if it falls down. Germany does not believe in high quality and low price. The advantage of "Made in Germany" does not lie in price. Even the Germans themselves admit that "German products are high quality but not cheap." You can negotiate prices with the Japanese, but if you negotiate prices with the Germans, you won’t be able to cut them off with a single cut. The Germans don't even admit that there is such a thing as "high quality and low price". “The advantage of "Made in Germany" is its quality, its know-how to solve problems, and its excellent after-sales service. The general products developed by German companies are world-leading, highly difficult products that cannot be produced by other countries at the moment. More than 30% of Germany's export products are exclusive products with no competitors in the international market. The industrial products produced by the Germans, ranging from tunnel boring machines for digging subways to staplers for secretarial work, are among the best in the world in terms of quality. All products intended for children under 3 years old in Germany must not contain any artificial additives and must be natural. ； All milk powder is classified as a drug under regulatory supervision ； All maternal and infant products are only allowed to be sold in pharmacies, not supermarkets. ； All chocolate is required to use natural cocoa butter as raw material. ； All health care and skin care brands must have their own laboratories and plant plantations to ensure natural and organic quality. In addition to their cleaning and sterilizing effects, most of the non-industrial chemical products produced by Germans, such as detergents, hand sanitizers, and dishwashing liquids, use biodegradation technology, which relies on microorganisms to decompose the chemical components in them to minimize chemical harm to the human body. The water filter kettle produced by the Germans can filter both inorganic and organic harmful substances and is rich in magnesium. The water filtered by the German water filter has a slightly sweet taste. German pots have natural antibacterial and high-temperature resistance, are energy-saving and environmentally friendly, and have excellent thermal conductivity, so much so that people say, “With this German pot, you can cook a delicious meal with just one candle.” ”A pot produced by the Germans can last for 100 years, so many Germans use pots passed down from their grandmothers. For Germans, any piece of kitchenware only needs to be bought once in a lifetime, and there is no need to buy it a second time, because you will never wear it out in your lifetime. The pot for simmering soup produced by the Germans is entirely made of steel. It is so heavy that even a man can’t hold it. The pot lid has a strange pattern on the inside. I asked a German seller: “What are you doing with these patterns? ”he said: “After it is covered, water vapor can circulate up and down naturally, making it difficult to burn dry. This is a technology. ”The lids of German pots and pans all fit tightly together. If you say the pot will boil in three minutes, it will boil in three minutes. This can save you a lot of gas bills. I once asked a German entrepreneur why German products often "last 100 years"? he replied: “There are two reasons for this. One reason is that we in Germany have no resources, and almost all important industrial raw materials are imported from abroad. Therefore, we must make the best use of them and extend the service life as much as possible. This is the biggest saving on raw materials. Another reason is that we Germans believe that the quality of a product is mainly reflected in its durability. ”End source: The fifth issue of "State-owned Assets Report". Thanks to Mr. Li Guanjian, a fan from Weifang, Shandong, for providing the reprint.: head * brand officer