Text/Zhang Nianchao
Original title | Organizational change, cognitive breakthrough
I haven’t listened to Hou Dingwen’s lectures in several years. The typhoon is still so hot and the criticism of management is still so “vicious”. She laughed at herself and said: She doesn't know how to flatter and loves to tell the truth. As a consultant, her biggest hobby is management... From the growth cases of her company, she once again realized the greatness of management, especially in the organizational and cognitive fields.
In 2020, the half-year financial reports of listed companies have been released, and third-quarter forecasts have been released one after another. Under the overall affected environment, some companies' profits are still considerable, including some companies in our large home furnishing industry. The financial report can also reveal this year's market direction, growth model and crisis. An epidemic has slowed down everything. The slowdown in the development process will promote the process from quantitative change to qualitative change. The pursuit of quality of life will become a new theme of demand. This is a major economic trend. As an enterprise, or even as an individual, how to meet this trend is an issue that needs to be considered urgently.
If 2020 is a difficult year for the market, it would be better to say that it is a difficult year for thinking and decision-making. The epidemic has not only changed the market and demand, but also people's attitude towards life and the market. When the original momentum and means have lost their momentum, how to discover new business opportunities, transform new methods, and break through new boundaries has become the focus of enterprises in the first half of the year. A gap is also the key to success for outstanding companies in the first half of the year. Mr. Hou said, "A person can never make money beyond his knowledge." The current market inertia can no longer bring about growth. To achieve growth, companies must have new knowledge. For example, everyone is making rock slabs, but their understanding of rock slabs is different. Dr. Yin said that the industry is also working on standards for rock slabs, and there will be some public awareness. The understanding of slate determines the operating model and how far it will go in the future. As a product without brand labeling and packaging identification, if it loses the ability to have its own channels, this development model is really worrying.
Why is market growth difficult? "The boss's thinking has not kept up with market changes, and he has not established the ability for organizational change and iteration." I agree with the criticism that the boss’s thinking is not keeping up and he has not established the ability to change and iterate the organization. In the early stages of enterprise development, the boss is strong and the organization is weak, but when it reaches a certain scale, it must be strong enough.organizational support and keep the organization young. Now the post-00s generation is about to take the stage, the post-90s generation has become the main force in the market, and the post-80s generation has become the core layer of the market. Organizations without rejuvenation really cannot handle today's young people. The lack of organization in traditional industries has existed for a long time, and the sales model of "heroes based on performance" has been seriously challenged, especially sales CEOs who have not received systematic training, because the market has shifted from single sales to sales, management, With the comprehensive demands of coordination, customer relations, efficiency, teamwork, etc., the requirements for sales leaders have also increased from a single marketing skill to a comprehensive skill in finance, logistics, personnel, public relations, marketing, etc.
In the context of the new economic normal, as the scale of enterprises grows, growth slowdown and incremental expansion have become the norm; under the normal situation of slowing growth, the way to maintain the vitality of enterprises is culture and efficiency. , if a company cannot establish a good culture, it is bound to have employees whose income and living conditions are better than before, and who are more dissatisfied with their jobs. In the era of high growth, revenue generation is the main competitiveness of corporate performance. Currently, operational efficiency has become the main competitiveness of companies. What we call asset-light, process management, and streamlined administration and delegation of power are all to improve operational efficiency. Judging from the development history of excellent enterprises, they are all undergoing changes centered on "efficiency", including the optimization and reshaping of organizations, customers, markets, logistics, processes, people, etc.
The market is changing, and the threshold for market entry is also increasing. Cognition, resource control, organizational strength, channel tension, market efficiency, etc. will change the industry structure and become the direction for enterprises to compete. New understandings and new organizations need to be implemented and deepened in order to break through.
Author: Zhang Nianchao
