Agricultural giant since 1983

Chapter 317 Core Technologies

"These companies have a common feature, that is, the national brands they talk about are not purely national brands, and the core technologies are not in their own hands! The core components such as memory and chips in Lenovo's economical computers are all The imported ones are at most domestically produced components with relatively low technical content such as chassis! Changhong and TCL’s chips are all imported! Haier is better, but many components still need to be imported!” Li Lei spread his hands, “You Can these be regarded as purely national brands?"

"They just assemble the key components imported from abroad, at most they add some self-produced components with a relatively low threshold! Then they make money with the name of the national brand!" Li Lei stopped talking about cutting leeks "Of course, they have indeed resisted the attacks of some foreign-funded enterprises. It is cheaper to import key components and assemble them than to import the whole machine! But if they do not master their own core technology, they will face a new round of foreign-funded enterprises sooner or later. attack!"

"Is what you said too biased? Compared with before, these companies are still making progress, and now we can buy these key components from the international market, so why not use them? And Now that our color TVs, refrigerators, and washing machines are exported to Europe and the United States, wouldn’t it be good to let these companies earn some assembly fees?” Xing Shuwang disagreed.

"Can you buy it now, and will you be able to buy it in the future?" Li Lei asked rhetorically, "And even now, we are still restricted by the Wassenaar Agreement and the Batumi Organization, and many high-tech products cannot be imported. !"

"Even if we can buy it, how much we can buy it and how much people are willing to supply, we can't make the decision! Take our Huinong as an example. We have been importing laying hen breeders from Hailan International. One year they suddenly The price has increased! Fortunately, I was prepared in advance, and immediately contacted the German Roman company, threatening Hy-Line International to change suppliers, and they adjusted the price back!"

"But I was able to do this because my business was relatively small and I needed a small number of breeders! Now if Hy-Line International continues to threaten me to raise prices, Roman Company may not be able to supply it! And these international The giants have been in touch with each other before, and they often join forces to test the pressure on downstream companies. If Hy-Line International raises its price, Roman will follow suit. No matter which side I choose to cooperate with, I will be slaughtered!"

"The same is true for the computer industry. Lenovo's core components come from IBM, Texas Instruments, Sony, Toshiba and other companies! If they suddenly cut off the supply, Lenovo will have to stop working immediately! Color TVs are a little better, because the picture tubes are already Localization has been achieved, but this does not mean that we can be optimistic, because as far as I know, Hitachi, Panasonic, Sony, Pioneer, Samsung and other international giants are now focusing their energy on the next generation of TVs - flat-panel TVs, Today's big-headed TV is already a product of the last era for them, and after they are successfully developed, domestic companies will still have to be restricted in core technology!"

Li Lei remembers how fierce the panel battle was in the later generations. Fortunately, BOE took it over, otherwise the panel would be stuck like a chip.

"That's why I just said that it's good for these companies to make money now, but they should be cautious about how to use the money. If they don't increase investment in core technology research and development, these companies will definitely suffer a lot in the future!" Lenovo Didn't you just miss this opportunity?Then it changed from the most popular national brand among consumers to the conscience of the United States. Consumers now praise Lenovo a lot, and they will scold it even more in the future. If it is said that the company with the most negative word-of-mouth after the reform, Lenovo will do its part.

"Of course, I'm not in this business. What I said may be biased, but the principle is the same in business. The more things you have, the more active you are, and the fewer cards you have, the more passive you are! Now it doesn't matter. Whether it’s Lenovo or TCL, they don’t have many cards! It’s unclear what path they will choose in the future!” TCL will be better than Lenovo in the future, and still occupy a lot of market share in its field.

Seeing that Xing Shuwang listened very seriously, Li Lei said a few more words, "In addition to technology, there is also a certain gap in software such as management and operation. Now domestic companies are less aware of it. Haier is doing a good job! In the future Haier's development momentum is definitely better than other companies!"

Haier is now facing a more dangerous situation than other companies. Other companies are fighting in a single line at most, but Haier has to fight with Japanese companies such as Panasonic and Sanyo in the two fields of refrigerators and washing machines. To improve services to win more customers, they hired a large number of after-sales service personnel to set up points in large and medium-sized cities to solve the needs of consumers, and put forward the slogan "the consumer is always right".

Four-hour reply, 24-hour maintenance, free material fee, delivery fee, installation fee and other means allow consumers to feel the caring service they have never enjoyed before. Many people have become Haier's diehards because of this. Not only do they buy appliances for themselves, they only buy Haier will also recommend relatives and friends to buy.

On the contrary, foreign companies are particularly arrogant. According to media reports, a Japanese home appliance company’s air-conditioning cooling effect is particularly poor, so the reporter went to interview, and the Japanese engineer even argued that the poor cooling effect of the air-conditioning was due to the bad air in Beijing!The brand immediately ushered in an angry bombardment, and then the sales of the brand in the domestic market fell sharply, and it was gradually replaced by domestic brands.

"Go ahead! By the way, you mentioned so many companies just now, why didn't you mention the Red Sorghum fast food restaurant? You are a supplier of KFC and McDonald's, so you should be more aware of the difference between Red Sorghum and these two companies?" Xing Shuwang was a little bit Hearing is addictive, ordinary people can be immersed in the joy of temporary victory, but it is not good for leaders, they must remain vigilant at all times, Li Lei's words just reminded him.

Red Sorghum fast food restaurants are very popular now. The first store has achieved daily sales of over 2 as soon as it opened, and the turnover rate is high twice, which means that a table can receive 22 waves of customers every day, which is quite remarkable in the catering industry. After shouting out the slogan against McDonald's, the boss Qiao Ying quickly attracted the attention of the media, and then went directly to the capital, preparing to open a store in Wangfujing and compete face-to-face with McDonald's.

"I also know about this store. The Zhengzhou branch is supplying them with eggs, flour and other products! The boss is good at marketing, and he uses our company as a gimmick to tell consumers that the red sorghum is of the same grade as McDonald's. Raw materials!" Li Lei replied.

"Oh? Judging from your tone, it seems that you don't think much of this company?" Xing Shuwang heard the meaning of Li Lei's words.

"If McDonald's and KFC are so easy to catch up, how can they become the world's leading chain catering giants? Their success is not that simple!" Li Lei gave him a detailed analysis, "If Qiao Ying only regards catching up with McDonald's as a gimmick, Continuing to develop steadily, there is still hope for Red Sorghum to become an excellent regional fast food restaurant chain, but seeing how he rushes into the capital in a hurry, he must not have the patience."

"Fast food restaurants look simple, but in fact there are many ways inside! Among other things, all branches must maintain the same taste, which is enough for local fast food restaurants to learn for several years! Are the food delicious at McDonald's and KFC? ?Definitely not very delicious, but they are all above the level. After people get used to his taste, when there are not many choices, they will subconsciously choose KFC and McDonald's, because they know that the prices of the food here are transparent, The taste is also guaranteed!"

Let’s take Li Lei himself as an example. If you are hungry near the airport or train station, you will definitely choose KFC or McDonald’s. The same is true when you go to popular tourist spots. Going to McDonald’s or KFC will not be slaughtered or taste bad. Not sure if you go to other stores.

"To achieve this, the first step is procurement. The quality of the purchased raw materials must be consistent for a long time. You must know how difficult it is. Not only must you choose a stable supplier, but you must also ensure that the procurement staff dare not have any ideas. There are only one or two Qiao Ying may still be able to take care of branch stores, but no matter how many there are, there will be system constraints, which is not easy to do! It doesn’t take a few years to build this system well.”

"Then there is the cooking process. The dishes of KFC and McDonald's have precise operation guidelines. The ordinary employees operate according to the standard, and the food produced can achieve a fixed taste; this kind of food is a bit too industrialized, and it seems soulless. Serve the chef’s specialty dishes, but the bottom line is guaranteed! It’s not the time when KFC and McDonald’s first came in a few years ago. People who go to fast food don’t have too high requirements for taste, and they can accept it if they can meet the bottom line Can red sorghum do this? I don’t think so.”

"In my opinion, red sorghum has three fatal flaws. First, it has not been deeply rooted. The success of the Zhengzhou store has benefited from the tide of national brands fighting against foreign capital, but this upsurge is difficult to last; secondly, red sorghum products have defects. The regional products of stewed noodles are not necessarily recognized in other places except Henan. It is much better if you replace them with dumplings, and the products of KFC and McDonald’s are acceptable all over the country, so I just said that if Qiao Ying will take it step by step, It can become a good regional chain fast food restaurant! In the end, the management is not enough. Red Sorghum is a superficial imitation of McDonald's in terms of store decoration, staff clothing, cashier methods and other details, and has not formed a mature and effective chain management. The system and operating system, Chinese fast food and Western fast food are still different, copying McDonald’s completely may not be easy to use!”

"With so many flaws, it's unrealistic to try to compete with McDonald's and KFC. Only a few stores can be better. The more stores open, the faster it will fall!" Li Lei asserted.

The facts are indeed true. Red Sorghum rose very quickly and closed down even faster. It went from being popular all over the country to collapsing across the board in just three years. Afterwards, Qiao Ying also got in because of illegal fundraising; of course, he also made contributions. The second is to shout out the slogan against McDonald's, which illuminates the way for the follow-up Chinese catering enterprises. The second contribution is to provide a distinctive case for business school textbooks, so that students can learn from his lessons.

"Oh, I overlooked a problem just now. Now Qiao Ying has been put on the shelf and can't get off. Even if he wants to slow down the speed of expansion, the local government probably won't agree!" Li Lei added. After this case, although the name has been changed, it can be seen at a glance that it is red sorghum.

Snapped!Hearing the first few reasons, Xing Shuwang didn't say anything, but at the last one, he finally couldn't help but patted the table. Xing Shuwang is not familiar with KFC, McDonald's, or the fast food industry, but he is too familiar with what leaders are thinking. When such an enterprise pops up suddenly under the rule, the local leaders will definitely treat it as a treasure, asking for money for money, policies for policies, honors for honors, and then urging him to develop rapidly. As for whether Qiao Ying can handle it, it is completely It is not within the scope of leadership consideration.

"Red sorghum has indeed been put on the shelf. The media interviews at the central level and the attention of leaders at all levels, he can't stop now!" Xing Shuwang seems to have seen the scene of the collapse of red sorghum. The irony is based on his understanding of the system. Well, when the time comes, it will definitely be Joe who wins the pot alone, and it will hardly have any impact on his leaders at the beginning.

"You just said that you still have cooperation with him? When the red sorghum falls, will you be affected?" Xing Shuwang asked again. He can't control outsiders, and his family still has to take care of them.

"It's not enough now. When the number of branches increases beyond his control in the future, he should probably delay the payment. We just stopped cooperating with this reason! If I have time, I will talk to him and see if he can Have the courage to come down from the heights, but I don't think there is much hope!" Li Lei is a bit regretful, although he was raised to a height not inferior to his, it must be a talent, so it is not a waste to just bury it like this, waiting for him Talk to him when you come out to see if he still wants to have fast food, and if he wants to, he can help.

"If someone puts pressure on you when you stop cooperating, you can call me!" Xing Shuwang is sure that someone will label Li Lei as not supporting national brands, and he can't watch his own people being bullied.

"I can still bear this little pressure. How can I say that I am also a member of the Chinese People's Political Consultative Conference and the vice chairman of the Federation of Industry and Commerce?" Li Lei no longer cares about this little trouble.

"It's still the richest man in the country!" Xing Shuwang pointed out his finger. Li Lei's becoming the richest man in the country brought him some troubles, but it was acceptable, because Li Lei's money came relatively aboveboard, and he had no interest in it.

"What I just said was about other companies. Now I want to ask you a question. You just say that Lenovo and Changhong don't have the core technology. Does Huinong have any core technology?" Xing Shuwang asked.

(End of this chapter)