《隐形冠军——超越危机的战略与领导艺术.ppt》由会员分享，可在线阅读，更多相关《隐形冠军——超越危机的战略与领导艺术.ppt（100页珍藏版）》请在三一办公上搜索。
1、Changsha,October 10,2009,21世纪的隐形冠军超越危机的战略与领导艺术Hidden Champions of the 21st Century Strategy and Leadership Beyond the Crisis,赫尔曼西蒙 教授 博士Prof.Dr.Hermann Simon,Bonn OfficeHaydnstrasse 36,D-53115 Bonn,GermanyTel.+49/228/9843-115,Fax+49/228/9843-380e-mail:hermann.simonsimon-Internet:www.simon-,9H01X043,
2、-2-,“中国谚语”Chinese Wisdom,风雨来时，人或筑墙，余者造风车“When the storm comes,some build walls,the others build windmills.”,9H01X043,-3-,你了解危机的实质吗？Understanding the Crisis?,宏观经济背景 Macroeconomic perspective:危机的根源 The root of the crisis金融市场与实体经济 Financial vs.“real”markets全球化的冲击 The impact of globalization政府的角色 The ro
3、le of government,9H01X043,-4-,来也匆匆，去也匆匆 Steep Ascent,Steep Fall,Source:Frankfurter Allgemeine Zeitung,July 2,2009,p.11*German engineering firms,新订单 New Orders*2005=Index 100,Dec.2007 148.9,Jan.2009 91.4,May 2009 66.1,9H01X043,-5-,危机如何影响行业 How Crises Affect Sectors,前危机时代的变化 Changes in former crises(1
4、980-2006),Increased spending over period average,Decreased spending over period average,Source:Hermann Simon,Beat the Crisis-33 Quick Solutions for Your Company,New York:Springer 2009.,9H01X043,-6-,一个产业的子行业受影响的情况,Revenue growth per 2009,Revenue drop per 2009,Revenue changes(in%),Source:Hermann Simon
5、,Beat the Crisis-33 Quick Solutions for Your Company,New York:Springer 2009.,9H01X043,-7-,超越危机 Beyond the Crisis?,危机将以何种形式发展 Course of the crisis:V,U,L,hysteresis or W?社会政治后果 Socio-political consequencesSocial tensions 社会紧张From deflation to inflation 从通缩到通胀Public debt,higher taxation 公债，高税率More gove
6、rnment regulation 更多的政府管制Protectionism 保护主义Worst-case scenarios 最坏的图景,9H01X043,-8-,危机可能的发展形态,Economic level,Time,U型,L型,Hysteresis迟滞型,W型,9H01X043,-9-,Danger of protectionism 贸易保护主义的危害,2009年4月的伦敦峰会上，G20国家承诺不制造新的贸易壁垒。现在WTO新的平衡状态发人深省。新的关税、配额和各种官僚主义的人为障碍使得世界贸易总额下降了10%。“At the London summit in April 2009
7、the G 20 nations promised not to create new barriers to trade.Now the WTO draws a sobering balance.New duties,quotas and bureaucratic hurdles have pushed world trade down by 10%.”Source:Frankfurter Allgemeine Zeitung,July 4,2009,p.13,9H01X043,-10-,超越危机 Beyond the Crisis?,公司层面：危机是固本强身的机会Corporate lev
8、el:The crisis as a purification去杠杆化，净资产更重要 Deleveraging/equity more important 产品线更精干 Streamlining of product lines 重新平衡共给与需求 Rebalancing of supply and demand 并购的好机会 Acquisition opportunities 出现极端价格细分市场 Emergence of ultra-price segmentA new modesty?,9H01X043,-11-,极端低价产品的出现 Emerging Ultra-low Price Se
9、gment,Tata Nano“One laptop per child”NestlPharmaceuticals/GSKFrom emerging to industrial countries?,9H01X043,-12-,Tata Nano,9H01X043,-13-,谁是全球最大的出口国？Who is No.1 in Exports?,China 中国USA 美国Japan 日本Germany 德国,9H01X043,-14-,2008年出口总额(单位：10亿美元Billion US-$),Source:2009 CIA World Factbook,9H01X043,-15-,出口额
10、 2000-2008 年(单位：10亿美元 US-$billion),Source:WTO Trade Statistics,in billion US-$,Germany 德国,China中国,USA 美国,Year,9H01X043,-16-,什么是隐形冠军？What Is a Hidden Champion?,市场份额排世界前3名，或者在本大洲排第一Top 3 in the world or no.1 on its continent年销售收入在40亿美元以下Revenue below$4 billion 不为公众所熟悉Not well known in general public,9
11、H01X043,-17-,隐形冠军举例 Hidden Champions,DeloBaaderBrainlabLantalBritaTetraBelfor,9H01X043,-18-,来自中国的隐形冠军Hidden Champions from China,中集：46%的全球集装箱份额 China International Marine Containers:46%of global market for standard containers比亚迪：72%的全球手机电池市场份额 BYD Battery:72%of global market for mobile phone batteri
12、es上海振华港机：35%的港口集装箱 Shanghai Zhenhua Port Machinery:35%of global market for harbor cranes格力：30%的全球家用空调市场份额 Gree:30%of global market for household air conditioner 圣雅伦：指甲钳大王 St.Allen:Nail clippers,9H01X043,-19-,中国占世界的市场份额 China:World Market Shares,9H01X043,-20-,中国中小企业扮演的角色Role of small and mid-sized fi
13、rms for China,中国今日的经济成就很大一部分归功于中小企业“China owes a great deal of its recent economic success to small and medium enterprises.”1990年100万家，2001年800万家，2008年6000万家。1990:1m,2001:8m,2008:60m small firms贡献了60%的GDP和50%的税收 Account for 60%of GDP and 50%of tax revenues66%的专利申请 66%of patent applications 68%的中国出口
14、68%of Chinas exports,9H01X043,-21-,世界各国的隐形冠军版本 Hidden Champions Worldwide,Russia2005,Japan1998,Germany1997,Italy2001/2007,Brazil2003,Netherlands1997,Spain1997,Poland1999,Turkey1999,France1998,January 26,2004,India2006,Serbia2007,Egypt2008,Korea1997/2008,China1997/2000/2005/2009,Taiwan1996/2004,USA19
15、96/2009,9H01X043,-22-,过去10年最重要的变化 Key Facts of the Last Ten Years,100万个新工作机会 1 million new jobs 年增长额几乎达到10%，销售收入是10年前的2.5倍 Annual growth of almost 10%p.a.,revenue 2.5 times larger than 10 years ago新产生超过200个亿万富翁 More than 200 new$-billionaires全球市场份额大幅增加 Sharp increase of world market share 大规模的创新浪潮 M
16、assive wave of innovation,9H01X043,-23-,隐形冠军与金融危机 Hidden Champions and Crises,30%的公司曾经在严重的危急中幸免于难 30%have survived serious crises隐形冠军从危急中获利 Hidden champions profit from crises市场是在艰难的时刻，而不是顺利的时刻重新洗牌 Markets are redistributed in difficult,not in easy times稳健的财务是关键 Solid financing is crucial,9H01X043,-
17、24-,他们为什么成功？Why are they successful?他们和大公司有什么不同？How do they differ from large firms?我们从他们身上可以学到什么？What can we learn from them?,9H01X043,-25-,雄心勃勃的目标Extremely ambitious goals:关于市场领袖地位Market Leadership关于成长Growth,9H01X043,-26-,Chemetall凯密特尔,“凯密特尔的目标是成为全球范围内技术和营销的双重领袖！”“The goal of Chemetall is the worl
18、dwide technology and marketing leadership.”,9H01X043,-27-,3B Scientific 三毕科技,我们要成为并保持世界第一的地位！“We want to become and stay no.1 in the world.”,9H01X043,-28-,Karl Mayer 卡尔梅耶,“我们不希望我们的全球市场份额低于70%”“We dont want our world market share to drop below 70%.”,9H01X043,-29-,隐形冠军的市场份额 Market Share of Hidden Cham
19、pions,相对市场份额Relative market share,绝对市场份额Absolute market share,1.56,2.34,33.0%,30.2%,全球World,今天Today,10年前10 years ago,10年前10 years ago,今天Today,9H01X043,-30-,增长 Growth,从隐形冠军到“大冠军”From Hidden Champion to Big Champion,9H01X043,-31-,增长 Growth,中型的隐形冠军公司 Mid-sized Hidden Champions,9H01X043,-32-,增长 Growth,小
20、型隐形冠军公司 Small Hidden Champions,9H01X043,-33-,经验之一 Lesson 1,成功永远源自于雄心勃勃的远大目标。21世纪的隐形冠军对于市场领袖地位和企业的成长壮志凌云，这是促使他们前进的动力！Success always begins with ambitious goals.The Hidden Champions of the 21st century go for growth and market leadership.This is the fuel that drives them forward.,9H01X043,-34-,聚焦与深度Fo
21、cus and Depth,9H01X043,-35-,Uhlmann 乌尔姆,我们从来都只有一个客户，将来也只会有一个客户，那就是：医药行业。我们只做一件事情，但是我们把它做好！“We always had one customer and will only have one customer in the future:the pharmaceutical industry.We only do one thing,but we do it right.”,9H01X043,-36-,Flexi,我们只做一件事，但是这件事我们比所有人都做得好！“We will do only one t
22、hing,but we do it better than anyone else.”,9H01X043,-37-,求深不求宽：聚焦战略的要旨Deep Instead of Broad:A Focused Strategy,The Case of Winterhalter,Dishwashers,for,Hospitals,Dishwashers,for,Schools,Dishwashers,for Hotels/,Restaurants,Dishwashers,Water,Conditioners,Detergents,Service,Dishwashers,for,Companies,D
23、ishwashers,for,Organisations,宽度,深度,9H01X043,-38-,纵深发展的价值链 Deep Value Chain,有关核心竞争力的部分绝不外包No outsourcing of core competencies无关核心竞争力的部分尽可能外包Strong outsourcing of non-core activities自己的机床设备 Own machine shops技术研发守口如瓶 Very secretive in R&D对战略联盟不敢兴趣 Avoidance of strategic alliances,9H01X043,-39-,对于外包的评价
24、Comments on Outsourcing,“我们所有的零件都自己生产，按照我们自己定义的标准”“We produce all parts ourselves,based on the quality standards we define.”Wanzl“在Kaldewei我们所有的东西都自己做”“At Kaldewei we make everything ourselves.”Kaldewei“通过内部努力，我们可以最好地满足那些对质量和精度要求极其苛刻的客户”“We can best fulfill the extremely high requirements for qualit
25、y and precision in-house.”Heidelberg“我们的零件都尽可能多地自己生产，所有的东西都是在一个很小的区域由一群很实在的工人生产出来的。”“As many parts as possible are self-produced,all of which takes place in a small region with down-to-earth people.”Miele“我们连工具都自己造，只有这些零误差的工具才能造出最顶级的产品。”“We make our own tools.We can only deliver top quality if zero
26、tolerance begins with these tools.”Weidmueller,9H01X043,-40-,经验之二 Lesson 2,只有通过专注和聚焦才能够达到世界级的水准。隐形冠军把对市场的界定看成是他们战略的一部分。他们高度专注，对于从事的行业求深不求广。Only focus and concentration lead to world class.The Hidden Champions see the market definition as part of their strategy.They are highly focused and deep rather
27、 than broad.,9H01X043,-41-,全球化Globalization,9H01X043,-42-,专业的产品和技能-Specialization in product und know-how-,全球化的销售与营销Global Selling and Marketing,隐形冠军战略 The Hidden Champions Strategy,9H01X043,-43-,全球化才刚刚开始 Globalization Has Just Begun,6,23,437,人均出口额World exports per capita(US-$),985,2150,9H01X043,-44
28、-,全球化使得市场规模倍增 Globlization Multiplies Market Size,Index,9H01X043,-45-,Founding year of subsidiaries,Number of subsidiaries,凯驰的全球化 Globalization:Kaercher,高压清洁设备领域的全球领袖 World leader in high pressure water cleaners,自1962年起已建立61个海外子公司61 subsidiaries since 1962,9H01X043,-46-,新兴市场的未来吸引力 Future Attractiven
29、ess of Emerging Markets,9H01X043,-47-,从“跨大西洋”到“欧亚一体”From Transatlantica to Eurasia,RegionRevenue shareRevenue shareChange10 years ago(%)today(in%)(%)Western Europe61.950.6-18.3USA14.917.5+17.4Asia10.116.9+67.3Eastern Europe3.68.1+125.0Rest 9.56.9-27.4,9H01X043,-48-,经验之三 Lesson 3,The Hidden Champions
30、 combine specialization in product and know-how with global selling and marketing.Globalization is the growth booster for them.They serve the target markets through their own subsidiaries.They are in a process of trans-forming from Transatlantic to Eurasian companies.,隐形冠军们把专注的产品和技术与全球化的销售和营销结合在一起。全
31、球化是他们成长的发动机。他们通过自己的子公司服务当地市场。他们处在一个从“跨大西洋”企业到“欧亚一体”企业的转变之中。,9H01X043,-49-,创新Innovation,9H01X043,-50-,R&D as%Indexof revenue工业企业 Industrial firms with R&D 3.0%100全球1000大 Booz(Global Top 1000 in R&D)4.2%120隐形冠军 Hidden champions6.0%200,研发密度 R&D intensity,9H01X043,-51-,Patents perCost per patent1,000 em
32、ployeesin 1,000$专利集中的大公司Patent-intensivelarge corporations5.83,717隐形冠军 Hidden champions30.6725,专利 Patents,9H01X043,-52-,意耐康风力发电机 Enercon Wind Turbines,非常创新 Extremely innovative1984年成立 Founded in 198411000名员工，40亿美元的收入 More than 11000 employees,$4 billion revenue全球风电行业42%的专利 42%of all patents worldwid
33、e 比竞争对手高20%的定价 Price 20%higher than competition卓越的服务 Superb service,9H01X043,-53-,创新的驱动力 Driving Forces of Innovation,Large corporations 大公司,Hidden Champions 隐形冠军,Market市场,Technology技术,market&Technology市场+技术,%,%,%,%,%,%,Market市场,Technology技术,market&Technology市场+技术,9H01X043,-54-,创新过程 Innovation Proce
34、ss,高层管理者的角色 Role of top-management头脑比预算重要 Brains more important than budgets部分之间的合作 Cooperation between functions与客户共同开发 Co-development with customers持续的改进，而不是飞跃式的突破 Continuous improvements rather than breakthrough innovations速度 Speed,9H01X043,-55-,经验之四 Lesson 4,The Hidden Champions are in a phase o
35、f massive innovations.The effectiveness of their R&D-activities beats that of large companies by a factor of 5.Their innovation processes are fundamentally different.Their innovativeness is both market-and technology-driven.,隐形冠军们进行着大量的创新。他们创新活动的有效性是大公司的5倍。与大公司相比，他们创新的过程本质上是不同的，他们的创新来自于市场与技术的双重驱动。,9
36、H01X043,-56-,贴近顾客Closeness to Customer营销专业化Marketing Professionalism价值与价格Value and Price,9H01X043,-57-,贴近市场的力度 Market-related Strengths,贴近客户的程度 closeness-to-customer,形象 image,专业化的营销 professional marketing,36.4%,84.1%,88.7%,与顾客经常有接触的员工比例是大公司的5倍 Five times as many employees(25-50%)have regular custome
37、r contacts compared to large companies(5-10%).,9H01X043,-58-,贴近顶级顾客 Closeness to Top Customers,贴近那些最苛刻的顾客 Close to most demanding customers格拉汉姆：以全球30家顶级客户为目标客户群，最大客户为英特尔 Grohmann Engineering:Top 30 customers worldwide as target group,most important customer is Intel顶级客户是业绩和创新的推动者 Top customers as dr
38、ivers of performance and innovation追随顶级客户的足迹 Follow top customers everywhere,9H01X043,-59-,价值与价格 Value and Pricing,战略是价值驱动的，而不是价格驱动的 Strategies are value-driven,not price-driven溢价10-15%Price premium 10-15%防止价格战 Avoidance of price wars,9H01X043,-60-,2005年底保时捷推出全新卡宴S系列轿车End of 2005 Porsche introduced
39、the all new coup Cayman S,卡宴S系列技术上基于Boxster S系列敞篷车The Cayman S is technologically based on the roadster Boxster S,卡宴S系列价格如何定位？Price position Cayman S?,保时捷卡宴 Porsche Cayman(1),9H01X043,-61-,卡宴（2）：折叠蓬更贵 Porsche Cayman(2):Convertible more expensive,9H01X043,-62-,保时捷卡宴 Porsche Cayman,价格建议 Price recommen
40、dation SKP,成功因素 Success factors:,跳出思维定式 Think out of the box!创新与创意 Innovation and creativity搞明白价格的驱动点在哪里，并且把它计算出来Know and quantify the value drivers!,Precondition:Differentiation from Boxster SMore power:+15 h.p.Different product nameSpecific positioning,76 741,52 265,58 500,911,Boxster S,Cayman S,9
41、H01X043,-63-,米尔公司的价值定价 Value Pricing Miele,比市场同行大约高20%Ca.20%above the Market全球化品牌和布局 Global brand and presence口号是“永远胜人一筹”Motto“Always better”“我们的产品管用20年”“Our products are made to last 20 years.”,9H01X043,-64-,1501000,Performance(Index),Price-Cost(Index),120,120,1501000,Performance(Index),Price-Cost(
42、Index),120,120,过去 Past,未来 Future,75,Premium Old,Standard Old,Premium New,Standard New,扩大竞争的视野 Widening the Competitive Scope,9H01X043,-65-,工业品供应商的定价过程Pricing Process Industrial Suppliers,隐形冠军Hidden champions,较为逊色的供应商 Less successful suppliers,汽车公司砍价要求Price cut demanded by automotive manufacturers实际砍
43、价Actual price cut achieved,Source:Simon-Kucher&Partners project,56 large suppliers,Hidden champions preserve 2.4 percentage points more!,9H01X043,-66-,沟通 Communication,我们从不谈价“We never talk about price.”我们设定标准，同时也设定价格。其他人跟上。“We set the standards and the price.The others follow.”当然我们不可能完全避免价格战，但是我们总是先
44、讲价值、价值、价值，最后才是价格。“Of course we cannot avoid prices wars.But we communicate value,value,value then price.”,9H01X043,-67-,竞争优势矩阵 Competitive Advantages of the Hidden Champions,竞争表现 Competitive performance,重要性Importance,weaker stronger than the strongest competitor,Product quality,Price,Economy,Closene
45、ss-to-Customer,Systems Integration,Advice,Service,Punctuality,Flexibility,Advertising,Distribution,Cooperation with suppliers,Made in Germany,Patents,9H01X043,-68-,重要性增长最明显的两个要素 Attributes with Strongest Increase in Importance,Attribute 要素过去10年的增长幅度（%）Increase in percentage pointslast ten yearsAdvic
46、e 建议能力+10Systems integration 系统整合能力+8,9H01X043,-69-,贴近竞争对手 Closeness to Competition,与最强大的对手针锋相对 Head-on fight with strongest competitors竞争越残酷，“体质”越好 Fitness through tough competition全球顶级高手常常在一个小地方扎堆 Often global top competitors in one location主动参与良性竞争 Actively seek performance-oriented competition,9
47、H01X043,-70-,竞争就在家门口 Competing with the“Neighbor”,9H01X043,-71-,在长沙的真实故事 A real story at Changsha,一群优秀的工程机械企业聚集在这个城市A group of outstanding construction machinery companies concentrated in this city.三一重工 Sany 中联重科 Zoomlion 山河智能 Sunward,9H01X043,-72-,经验之五 Lesson 5,Closeness to customer is the greatest
48、 strength of the Hidden Champions even ahead of technology.The Hidden Champions hold strong competitive posititions.Advice and systems integration are new advantages which create higher barriers to entry.They closely compete with their best competitors.,贴近客户是隐形冠军最大的优势，其重要性甚至超过技术。隐形冠军有强大的竞争地位。他们给客户提建
49、议的能力以及系统整合的能力进一步提高了市场的门槛。他们常常和最优秀的对手短兵相接。,9H01X043,-73-,产权与财务Ownership and Financing,9H01X043,-74-,所有权与领导权 Ownership and Leadership,所有权/管理层Ownership/management十年前Ten years 今天Today变化Change ago(in%)(in%)(in%-points)Family-owned 家族企业 7666-10-家族管理thereof with family management 8278-4-非家族管理 thereof with
50、non-family management 1822+4大公司 Corporations 2116-5上市公司 Publicly listed 210+8私募企业 Private equity-8+8,9H01X043,-75-,关键的财务指标 Key Financial Indicators,已动用资本回报率 ROCE 13.6%主权比率 Equity Ratio41.9%自筹资金为主 Self-financing dominates资本市场日益重要 Capital markets increasingly important,9H01X043,-76-,隐形冠军的融资 Financing
