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Friday, August 20, 2021

许小年:后工业化时代,企业的核心竞争力是……

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市场形势跌宕起伏、新冠疫情变幻莫测……近两年,很多企业都面临着甚至关系到自身生死存亡的严峻挑战。企业究竟怎么做,才不会被市场淘汰?才能面对挑战依旧处之泰然?

中欧终身荣誉教授许小年近日在其演讲中指出,随着改革开放头30年间我国工业化的发展,单纯靠投资拉动经济增长的模式已走到尽头,市场供求格局发生巨大变化,逐步由短缺经济走向过剩经济,企业面对的市场从卖方市场转变为买方市场。面对市场竞争的严峻挑战,企业的经营模式必然要从资源整合走向创新驱动,否则将面临市场无情的淘汰。他说:“在后工业化时代,企业的核心竞争力不是资源整合,而是创新能力。”

01 从增量市场到存量市场
经过40多年的发展,大约在2008年前后,中国经济进入了结构性转型期,工业化基本结束,经济和企业处于后工业化时代。在这个阶段,资本积累速度明显放缓,投资不再是拉动经济增长的最强劲引擎,曾经的短缺经济变成了过剩经济,扩张性财政政策和货币政策的作用衰减乃至失效。

在产能普遍过剩的情况下,刺激投资的政策失去意义,徒然增加没有任何效益的闲置产能而已。对于企业而言,市场基本饱和,产品不再像以前那样不愁卖,增量市场迅速消失,企业无法像过去那样,依靠扩张产能实现自己的发展。

以机动车为例,2018年起,全国的机动车销售量已经变为了负增长,并且从那以后连续三年都是负增长。而在2009年之前的工业化阶段,机动车销量的年均增长率约为20%,在那个时候,只要生产线的车组装好了,开出去就能卖掉,车厂无论怎样经营都能盈利。

增量消失后,企业面对异常激烈的存量市场争夺,不得不从竞争对手那里虎口夺食,这个挑战是前所未有的。

在市场普遍饱和的情况下,如何摆脱困境?企业要么开辟新的市场,要么在现有市场上抢夺更大份额。无论哪种方法,都要求企业具备创新能力。可以说,后工业化时代,创新能力已成为企业最重要的竞争力。

02 创新不等于发明
那么,究竟什么是创新?在创新理论之父、哈佛大学经济学家约瑟夫·熊彼特(Joseph Alois Schumpeter)看来,创新是新技术的商业应用,是通过现有技术的重新组合来创造商业价值。既然创新是技术的商业应用,创新的主体毫无疑问是企业,创新的主战场是市场。

通过创新开辟新的市场,苹果公司是这方面的优秀代表。在诺基亚称霸传统手机市场的时候,苹果推出触屏智能手机,颠覆了整个行业。

如何在没有新产品的存量市场上获取更大的份额?当然要靠低价格,但低价不能牺牲利润,必须同步甚至更快地降低成本,而降成本同样需要创新。以西装的个性化定制为例,我们知道,凡不能标准化生产的,价格就比较贵,怎样把依靠裁缝师傅个人经验的手工操作变成工业流水线生产,就成为降低价格的关键。

定制西服除了成本高,还有一个问题是交货期长,而这两个痛点都源于一个瓶颈制约因素——打版。打版是技术含量很高和很困难的一道工序,需要经验丰富的裁缝师傅用皮尺量顾客的身材尺寸,量的部位、尺寸越多,做出来的衣服就越合身,但制作也越复杂。把量得的三维尺寸转换为布料上二维形状就叫打版,如果问师傅是怎么做的,他也说不出来,没有公式,全凭经验。没公式就写不出计算机指令来,也就无法让机器打版,手工操作必然是成本高,周期长。

我调研过一家企业,这家企业利用大数据和工业互联网技术,突破了打版工序的手工限制,他们在数据库中存放了几十万个版型,根据顾客的尺寸用算法在数据库里匹配最相近的版型,在此基础上进行微调,系统几乎在瞬间就能完成打版。版型数据传输到数控裁床,后接流水生产线,直到成衣打包,邮寄给客户。数字化改造后,这家企业的定制西装成本降低了50%,在市场上降价竞争就有了很大的空间。

这家企业没有苹果手机那样的颠覆性的新产品,而是利用数字化和工业互联网技术,拥有了竞争对手难以模仿的可持续的低成本。

03 创新事关企业生死存亡
对企业来说,无论研发新产品,开辟属于自己的市场;还是靠低成本、低价格抢夺市场的路,都要求具有创新能力。做别人没做过的事、做自己没做过的事,通过差异化在市场上形成竞争优势。

中国企业一定要掌握核心技术,尽快实现从成本控制到研发的转型,从制造到创新的转型。在后工业化时代,创新绝不是一项可有可无的业务,它关系到企业的生死存亡,关系到企业未来的发展。

那么,企业究竟应该如何创新呢?

1 聚焦定位。

过去,我们把资源整合当作企业的核心竞争力,具体表现为企业有多个业务板块,尤其是大型民营企业,地产、金融、制造……什么赚钱做什么。然而,这样的商业模式今后会碰到很大的困难,因为人的精力、时间和资源都是有限的,只有聚焦在特定领域中,才能形成技术上的积累,从而取得突破。比如苹果公司一直专注于做硬件,虽然现在苹果从软件上获得的收入比重在稳步提高,但是这些软件收入是从它的硬件派生出来的,无法离开硬件。

有些公司看起来像是在跨界,实际上并没有。比如谷歌造车,从搜索引擎到制造业,跨度好大,其实谷歌造的是电动车中的电控系统,控制系统要用到很多数据和互联网技术,而这些恰恰是谷歌的长项。

2 差异化的错位竞争。

过去企业的想法是“别人能干什么,我也能干”,现在要换个思路了,“别人不能干的我也能干“。

在腾讯微信获得成功以后,阿里想进来分一杯羹,推出了一款叫“来往”的产品。现在呢?来往已经无声无息地消失了。哪怕技术、资金实力强如阿里,同质化竞争的结果依然是铩羽而归。来往和微信的功能几乎一模一样,对用户来说,找不到从腾讯迁到阿里的理由。

失败之后,阿里推出了钉钉,并大获成功。钉钉的成功就在于进行了错位竞争,微信主打个人社交,而钉钉瞄准了企业社交。钉钉不仅在企业社交软件中稳居第一,还为阿里带来大量的企业流量,成为阿里数据战略的重要支持。

3 高度关注技术。

套用一句俗话,技术不是万能的,但没有技术是万万不能的。企业不需要发明技术,而是要创造性地运用现有技术解决企业的问题。

在诸多技术中,很重要的一项是数字化和工业互联网。如果我们把移动互联网看成是互联网的2.0版,那么数字化互联网就可能是互联网的3.0版。数字化的原理其实并不复杂,比如个性化定制就是用标准化的模块做出非标的产品,把机器设备拆成模块,为所有模块建数字模型,然后让计算机调用算法,利用数字化模块拼搭出个性化的产品,像小孩玩的乐高积木一样。只要标准化模块足够多,就能做大规模的定制化开发与生产。只有做到定制化,才能实现差异化;实现了差异化,才有议价能力,才有利润。

工业互联网的系统由多层组成,底层是数据采集,把所有数据从各个部门、地域、门店,用各种各样的方法收集起来,存储在云端。企业根据自己的业务逻辑和客户需求,建立数据中台和业务中台,中台上部署标准化的模块,企业的团队与客户利用这些标准化模块,快速搭建新的产品或业务流程,提高企业的敏捷度。

结语
经历了40多年的高速发展,中国经济性质已经发生了根本的改变。中国的企业一直在困难和挑战中成长,现在面临着更为艰难的转型任务。为了完成转型,企业需要开拓思路,跳出过去的成功模式,勤于学习,善于学习,专注聚焦,以创新为核心,进行差异化竞争。只要民营企业健康发展,中国的经济就一定是有希望的。

来源 | 36氪

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Zurich Campus, CEIBS Switzerland AG, Hirsackerstrasse 46, P.O. Box, CH-8810 Horgen
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