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 Office Haydnstrasse 36, D-53115 Bonn, Germany Tel. +49/228/9843-115, Fax +49/228/9843-380 e-mail: hermann.simonsimon- Internet: ww
2、w.simon-,9H01X043,- 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 i
3、mpact of globalization 政府的角色 The role 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
4、Affect Sectors,前危机时代的变化 Changes in former crises (1980-2006),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,Reve
5、nue drop per 2009,Revenue changes (in %),Source: Hermann Simon, 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 consequences Social tensions 社会紧张 F
6、rom deflation to inflation 从通缩到通胀 Public debt, higher taxation 公债，高税率 More government 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。
7、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 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
8、 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 level: 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 E
9、mergence of ultra-price segment A new modesty?,9H01X043,- 11 -,极端低价产品的出现 Emerging Ultra-low Price Segment,Tata Nano “One laptop per child” Nestl Pharmaceuticals/GSK From 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 J
10、apan 日本 Germany 德国,9H01X043,- 14 -,2008年出口总额 (单位：10亿美元Billion US-$),Source: 2009 CIA World Factbook,9H01X043,- 15 -,出口额 2000-2008 年 (单位：10亿美元 US-$ 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
11、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,9H01X043,- 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 M
12、arine 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 batteries 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 condi
13、tioner 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 firms 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
14、，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 revenues 66%的专利申请 66% of patent applications 68%的中国出口 68% of Chinas exports,9H01X043,- 21 -,世界各国的隐形冠军版本 Hidden Champions Worldwide,Russia 2005,Japan 1998,Germany 1997,Italy 2001/2007,Brazi
15、l 2003,Netherlands 1997,Spain 1997,Poland 1999,Turkey 1999,France 1998,January 26, 2004,India 2006,Serbia 2007,Egypt 2008,Korea 1997/2008,China 1997/2000/ 2005/2009,Taiwan 1996/2004,USA 1996/2009,9H01X043,- 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
16、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 Massive 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% h
17、ave 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,- 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
18、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 worldwide technology and marketing leadership.”,9H01X043,- 27 -,3B Scientific 三毕科技,我们要成为并保
19、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 Champions,相对市场份额 Relative market share,绝对市场份额 Absolute market share,1.56,2.34,33.
20、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,小型隐形冠军公司 Small Hidden Champions,9H01X043,- 33 -,经验之一 Lesson 1,成功
21、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 Focus and Depth,9H01X043,- 35 -,Uhlmann 乌尔姆,我们从来都只有一个客户，将来
22、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 thing, but we do it better than anyone else.”,9H01
23、X043,- 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,Dishwashers,for,Organisations,宽度,深度,9H01X043,
24、- 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 Comments on Outsourcing,“我们所有的零件都自己生
25、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 quality and precision in-house.”Heid
26、elberg “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 tolerance begins with t
27、hese 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 than broad.,9H01X
28、043,- 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 -,全
29、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 Attracti
30、veness of Emerging Markets,9H01X043,- 47 -,从“跨大西洋”到“欧亚一体” From Transatlantica to Eurasia,Region Revenue share Revenue share Change10 years ago (%) today (in %) (%)Western Europe 61.9 50.6 -18.3USA 14.9 17.5 +17.4Asia 10.1 16.9 +67.3Eastern Europe 3.6 8.1 +125.0Rest 9.5 6.9 -27.4,9H01X043,- 48 -,经验之三
31、 Lesson 3,The Hidden Champions 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
32、.,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 champions 6.0% 200,研发密度 R&D intensity,9H
33、01X043,- 51 -,Patents per Cost per patent1,000 employees in 1,000 $专利集中的大公司 Patent-intensive large corporations 5.8 3,717隐形冠军 Hidden champions 30.6 725,专利 Patents,9H01X043,- 52 -,意耐康风力发电机 Enercon Wind Turbines,非常创新 Extremely innovative 1984年成立 Founded in 1984 11000名员工，40亿美元的收入 More than 11000 employ
34、ees, $4 billion revenue 全球风电行业42%的专利 42% of all patents worldwide 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
35、市场,Technology 技术,market & Technology 市场+技术,9H01X043,- 54 -,创新过程 Innovation Process,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 i
36、nnovations 速度 Speed,9H01X043,- 55 -,经验之四 Lesson 4,The Hidden Champions are in a phase of 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 tec
37、hnology-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。,9H01X043,- 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 mark
38、eting,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 customer 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: T
39、op 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 drivers 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%
40、 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 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),9H
41、01X043,- 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 recommendation 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: Diffe
42、rentiation from Boxster S More power: + 15 h.p. Different product name Specific positioning,76 741 ,52 265 ,58 500 ,911,Boxster S,Cayman S,9H01X043,- 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2
43、0年 ” “Our products are made to last 20 years.”,9H01X043,- 64 -,1501000,Performance (Index),Price-Cost (Index),120,120,1501000,Performance (Index),Price-Cost (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
44、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 实际砍价Actual price cut achieved,Source: Simon-Kucher & Partners project, 56 large suppliers,Hidden champions preserve 2.4 percentage points mo
45、re!,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
46、优势矩阵 Competitive Advantages of the Hidden Champions,竞争表现 Competitive performance,重要性Importance,weaker strongerthan the strongest competitor,Product quality,Price,Economy,Closeness-to-Customer,Systems Integration,Advice,Service,Punctuality,Flexibility,Advertising,Distribution,Cooperation with supplie
47、rs,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 yearsAdvice 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
48、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,9H01X043,- 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 ,
