Interpretation of Suning’s corporate culture

Interpretation of the content of Suning's corporate culture

Suning's corporate culture is not only the main content of the signboard management of various departments and branches of Suning Appliances, but more importantly, it is being internalized into the actions of Suning employees. The concept has been externalized as Suning Appliance is coping with fierce market competition. Below is the content I have compiled to help you interpret Suning's corporate culture for your reference. I hope it can help friends in need.

1. Planning also requires marketing. Under the current situation where most companies use corporate culture as a slogan to promote, the proliferation of corporate culture has become increasingly unrealistic, and pan-culture, subculture, and pseudo-culture have become Synonymous with corporate culture, this cannot but be the tragedy of corporate culture in China.

Suning Appliance has obviously avoided the above problems in the practice of its corporate culture. Since 2001, through a bottom-up corporate culture collection activity, a relatively complete text system of corporate culture system was formed, Suning's corporate culture has never stopped building. As the driving force for the development of Suning Enterprises and the daily behavioral norms of Suning people, the construction of Suning Appliance's corporate culture is obviously a process of continuous development of the old and the new.

The author has cooperated with Suning Appliance’s suppliers in the past four years, and through nearly two months of investigation and research, I found that Suning Appliance’s corporate culture text may be the most common among many corporate culture texts, but in The depth of roots within a company is rare. At present, Suning's corporate culture is not only the main content of the signboard management of various departments and branches of Suning Appliance, but more importantly, it is being internalized into the action philosophy of Suning employees and externalized into Suning Appliance's market means to cope with fierce market competition, becoming Suning Appliance's The core driving force for the rapid development of electrical appliances.

Today, as corporate culture continues to be generalized, the author feels sincerely honored to be able to see the unique charm and successful interpretation of Suning's corporate culture. The research value of Suning Appliance's corporate culture as an excellent case has also attracted great attention from many corporate culture research experts, including myself. Therefore, I will not hesitate to be superficial and try to briefly discuss the following understanding of Suning Appliance's corporate culture through interpretation, in order to provide some inspiration and prove it to the Fang family.

1. Suning Basic Law

"Be market-oriented, continue to enhance corporate profitability, diversify, chain and informatize, pursue higher corporate value; be customer-oriented , continue to enhance the company's control, focus on goals, focus on execution, focus on results, and pursue higher customer satisfaction; be determined and perseverant to build the best chain network service brand in China. "------Suning Basic Law.

Many people are puzzled and even question the rapid development of Suning Appliance. Some people have also expressed worries and worries about Suning Appliance’s rapid development.

Why did a small street-facing store become the leader in China's air-conditioning wholesale field in just a few years amid the pressure of numerous state-owned commercial enterprises that have accumulated various advantages in capital and human resources? And why did it only take three or four years to quickly become the leader in China's home appliance chain industry? It’s too late for the rest of my life! It is a pity that during the entrepreneurial period of Suning Appliance, I was still a high school student who was not familiar with the times. However, since October 1999, Suning Appliance announced its entry into comprehensive electrical appliances, and since the first Suning Appliance store - Nanjing Xinjiekou Store (now Suning Appliance Headquarters), I have witnessed the development of Suning Appliance's home appliance chain business. Through extensive contact with many old Suning people, I have truly felt the hardships of Suning Appliance's entrepreneurial stage. At the same time, I also have my own understanding of why Suning Appliance has achieved today's success and bright development prospects. If what I can feel from the communication with "old Suning people" and Suning rookies is the initial form of Suning's corporate culture, or the prototype of Suning's corporate culture, then the "Suning Basic Law" is an explanation of why Suning Appliance is successful. complete interpretation.

Here Suning Appliance does not just talk about the so-called corporate strategy.

Especially today, when corporate strategies are tactical, hollow, and slogan-based, the textual charm of the "Suning Basic Law" may not be very outstanding. However, the corporate strategy that is popular among the bosses is regarded as a work orientation that all Suning people must abide by, thus establishing the ultimate goal of Suning Appliance's business development. This makes the "Suning Basic Law" less slogan and more practical, so it has strong behavioral guidance and cultural boosting power. It not only solves the problem of how the enterprise develops, but also clarifies the problem of who Suning Appliance exists and for whom it develops. The tenacity of Suning people's personality is embodied in "unwavering determination and perseverance". I think everyone who has had contact with Suning people will feel this firsthand.

With the support of this kind of personality resilience, what kind of challenges can stop Suning people? "Building China's best chain network service brand" has become a realistic corporate development goal and the most realistic vision.

2. Suning’s corporate management philosophy

“System is more important than power, colleagues are more important than relatives and friends”

If orders are not followed, orders are not followed, and employees lack execution ability , and even anti-corporate and counter-cultural behaviors occur frequently, becoming the most troublesome problem for many business owners and senior managers. China's official system and the cultural inertia of "power is greater than law" have been ubiquitous for thousands of years. The system makers openly defy the authority of the system, but no one dares to advocate what kind of price violators should pay; employees have no choice but to be angry and dare not speak out about an unreasonable system. The rationality of the system has become the fatal weakness of the system; being controlled by the system of employees. Based on an unbalanced mentality, a rebellious mentality towards the system, and a lucky mentality of trying to escape punishment despite violating the system, the authority of the system faces challenges from many aspects. This cannot but be said to be the tragedy of the internal system construction of the enterprise.

At a time when many bosses are complaining about insufficient execution and lack of employee loyalty, they are trying to change this situation by relying on external forces. We have seen the rush of corporate culture experts to "get out of trouble" and the hot sales of books such as "Execution", "Automatic", "Letter to Josiah" and so on. But is the problem solved? Obviously, there is no fundamental solution.

In the eyes of most people, "System is more important than power" is nothing more than a slogan. However, in the practice of Suning Appliance's corporate culture, it is not what people take for granted. The author has verified in many ways and discussed Suning Appliance's internal management system with many Suning employees. The most intuitive feeling is that at Suning Appliance, "system is more important than power" is by no means an empty phrase, but a guideline that employees of the company actually implement. because. The introduction of any internal system at Suning Appliance must go through more than three bottom-up suggestions collection and repeated demonstrations before finally forming the system text. Unlike most companies, the implementation cycle and system changes of internal systems are only tinkered with by individual people in terms of writing. When Suning Appliance's internal management system was announced, it stipulated that the system itself had to be changed with the development and changes of the market and enterprises. Under such circumstances, system over power will no longer be a slogan. The same idea of ??all-employee management has also been fully practiced in Suning Appliance. If a cleaning lady in Suning Appliance's building can stop a senior leader of Suning Appliance from spilling rice grains on the floor, and that senior person keeps saying SAYSOORY, what do you think about the practice of "system is more important than power" in Suning Appliance? Still have doubts? I no longer question it because I witnessed it firsthand.

“Colleagues are more important than relatives and friends.” In Suning Appliance, you may not hear the titles of brother, master and apprentice, big brother or big sister. On the contrary, the phenomenon of calling people by name and position is the most common. And it is precisely in the company where brothers and brothers are everywhere that we see all kinds of nepotism and the internal strife of different groups fighting against each other. However, we basically do not see these phenomena in Suning Appliance. Communication that starts with name or position is full of politeness and sincerity, and at the same time fully promotes the cooperative spirit of equality and mutual respect. It is completely different from the psychological feeling caused by too much thinking behind the sweet title.

In the explicit expression of Suning Appliance's corporate culture, we see a co-worker relationship of equality, collaboration, and respect where the system is more important than power and teamwork is paramount. The cohesion of the Suning team was also demonstrated. Because Suning people are clearly aware that work is also a kind of life, even the most important part of daily life. At the same time, the time spent together is even more than the time spent with relatives and friends. Creating a harmonious relationship with colleagues will make your life better!

As a supplier representative who has been dealing with Suning Appliance for more than four years, I have another experience with "colleagues are more important than relatives and friends". In order to serve the same customers, do the same thing, and form a "colleague" relationship based on cooperation with manufacturers, I feel the unique charm of "at the same time being more important than relatives and friends". This is also the fundamental reason why almost all supplier representatives, including myself, are happy to cooperate with Suning Appliance.

The high-level interactions based on strategic partnerships allow us to understand why senior executives from Hisense, Meiling, Galanz, Siemens, Samsung and other companies frequently visit Suning Appliance. We also understand why Suning Appliance Reasons why it can receive great attention and support from government organizations and social groups (including the media).

3. Suning’s business philosophy

“Integrate social resources, cooperate to win; meet customer needs, be sincere and sincere”

Some people have said that the company Here is the country’s definition: The so-called enterprise is to form a new combination of factors through the utilization of related factors (resources). Suning Appliance's business philosophy is a reasonable extension of this definition.

In Suning Appliance’s business philosophy, they realize the importance of enterprises integrating into society; from the perspective of their business purpose, they also understand the importance of the industry they are in and who they should exist for. As a channel provider, the home appliance chain business is the "node" connecting upstream manufacturers and end customers. Suning Appliance is not limited to the cognitive category of "nodes". Social resources certainly include upstream manufacturing companies, but according to Suning Appliance’s social marketing concept, upstream manufacturers, company shareholders, media resources, government agencies and social groups, and corporate human resources are also indispensable and important resources for corporate development. . The concept of optimizing the allocation and efficient utilization of various resources and ultimately returning society is the basis of Suning Appliance's success. The business philosophy of "cooperation leads to win-win" fully illustrates this point. This can also be said to be another explanation for the increasing reputation of Suning Appliances.

"Cooperation is the most win-win, sincerity and sincerity", which meets the needs of customers to the greatest extent, explains Suning Appliance's development methods and goals, and is now internalized as the code of conduct for all Suning people. As long as you take a walk around a Suning Appliance store, you will feel the atmosphere formed by this concept everywhere.

4. Suning’s values ??

“Being a century-old employee of Suning and a national enterprise means sharing the benefits; building a family atmosphere, communicating, guiding and assisting, and taking full responsibility”

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President Zhang Jindong of Suning Appliance once viewed this from the perspective of a private entrepreneur. In an article, we talked about the four stages in the development of Suning's corporate culture: 1. Personal interests are positioned for the individual and family; 2. Group interests are positioned for employees and friends; 3. Social responsibility is positioned for the community and the family. Country; 4. Career ambition and positioning are to achieve a career. This is actually the evolving process of continuous sublimation of the values ??of every corporate employee.

Unlike many companies that evolved under the state-owned system, Suning Appliance’s privatized personality has distinctive characteristics. In addition to the serious malpractice of state-owned enterprises, the retreat of the state and the advancement of the people have increasingly become a trend and a topic that people are keen to talk about. The living environment of private enterprises has also been fundamentally improved. However, the criminalization of private enterprises is another topic that people are keen to talk about. How private enterprises can abandon the inherent color due to the specific socio-economic stage in the entrepreneurial stage and earn profits under the sun has become a common topic for many private enterprises, including Suning Appliances.

It would be redundant to discuss some highly moral issues here; any combination of social resources has its reasonable aspects, and people's social values ??will also change accordingly. This is the social background in which Suning’s values ??were formed.

The author believes that Suning’s values ??based on a new understanding illustrate that only when a company is profitable can it develop. The long-term development of the company has become the common need of the country, society and all Suning employees. The development process of Suning Appliances In fact, it is a process of redistribution of social resources and sharing of benefits. Employees of private enterprises are also employees of the state, and private enterprises also bear social responsibilities. The trend of the state retreating and the private sector advancing is the need of the development of the times. And all of this is inseparable from the support of society and the efforts of private enterprises themselves, otherwise it will be empty talk.

Work itself is a kind of life, so family atmosphere has become part of Suning Appliance’s efforts to create a happy life for its employees.

In addition to how to live and for whom, and the practical benefits brought by money, reputation, and status, more of us are pursuing a kind of existence that reflects our own social values ??and is willing to pursue. state. The way of survival of communication, guidance, and assistance allows people to feel the atmosphere of team survival. In a sense, the quality of team life is an important indicator of a person's degree of integration into society and the quality of his or her life. In Suning's corporate culture, these are not enough. The reason why the concept of "ultimately responsible person" is deeply rooted in the hearts of Suning people is entirely a spontaneous effort made by Suning people to realize their own values. We can also compare it with Haier's SBU (STRATEGICBUSINESSUNIT) strategic business unit to understand Suning Appliance's ultimate responsible person. Here we quote another sentence from President Zhang Jindong: I have been opposed to the term professional managers for a long time, because I always feel that the first element of professional managers is professional ethics. In this sense, only the founder of the enterprise, the ultimate responsible person of the enterprise, the person who has no retreat when facing the enterprise, and the person who measures personal value by the success or failure of the enterprise, are the real professional managers. From Mr. Zhang’s words, we can understand that Suning Appliance’s ultimate responsible person is different from Haier’s SBU, which is positioned as employees’ pure job responsibilities for the company, but also includes the social responsibilities that Suning employees should have. connotation. The way to realize "the most responsible person" is the ultimate responsibility consciousness that every Suning person must have and the practice of this consciousness. Therefore, it is not difficult for us to understand why an employee of Suning's marketing department was able to act bravely without fear of gangsters. We can also understand why Suning Appliance’s first-question responsibility system is highly praised by customers.

5. Suning Enterprise’s Talent Concept

“Character first, moderate ability; dedication-oriented, team first”

First of all, we can review the above Mr. Zhang’s views quoted in the article; secondly, Suning Appliance has unique insights into the current issue of professional managers. Sun Weimin, Vice President of Suning Appliances, further stated in an article: Employers must be suspicious, and those who are suspicious must use the talents they employ. Mr. Sun said: When employing people, you must be suspicious, first of all, their virtues, and secondly, their abilities; if you are suspicious of people, the difficulty lies in the person who employs them must be magnanimous; if you are suspicious of people, the difficulty lies in the person being used must be magnanimous; at the same time, Mr. Sun also talked about If you don't use people you suspect, the company will miss the opportunity to discover talents; if you don't use people suspiciously, the company's development will be based on the very limited abilities and character of the people being hired. Then, it is not difficult for us to understand the four principles of Suning Appliance’s talent use. In the corporate cultural atmosphere of Suning Appliances, the distinctive feature of abandoning personal heroism and advocating team supremacy has become the most obvious manifestation of Suning Appliances employees' "making the best use of their talents."

6. Suning Appliance’s service concept

“Service is Suning’s only product; customer satisfaction is Suning’s ultimate goal”

Suning Appliance’s service concept is Based on a deep understanding of the industry in which we operate, outstanding services are also innovative ideas for products; the diversity and immateriality of service products determine the profound truth that services are endless. Full service and pursuit of maximum customer satisfaction have become Suning's ultimate goal.

It can be said that this is the fundamental reason for the success of Suning Appliance Services. I cannot go into details here.

7. Suning Appliance’s view of competition and Suning’s entrepreneurial spirit

Suning Appliance’s view of competition is “innovating standards and surpassing competition; entrepreneurial spirit and employee ethics”

Suning's corporate spirit is "Persistence and hard work, never give up"

Compared with another home appliance chain giant - Beijing Gome Electric, Suning's corporate competitiveness and corporate spirit undoubtedly carry too much Wu Chu Cultural heritage; the aggressive and domineering style of Yanzhao culture of Beijing Gome Electrical Appliances. People naturally formed obvious evaluations between the corporate culture and styles of the two companies. The author seems to have more recognition for Suning Appliance's spirit of transcending competition and leading the competition.

“Persistent hard work and never giving up are my personal characteristics and what I most want to impose on the company.

” Zhang Jindong, President of Suning Appliance, said. Here we feel the harmonious, upward, diligent and persevering Wu-Chu cultural heritage. Also considering employee ethics as an important part of the company's competitive outlook, we can feel the ubiquitous self-cleaning, introverted, and energetic personality orientation in Suning's corporate culture. Suning Appliance has shown a clear-headed attitude towards the current objective existence of commercial bribery, which not only faces its objective existence but also resolutely puts an end to it. Compared with the current rapid development and even over-expansion of the home appliance chain industry, Suning's competitive outlook and entrepreneurial spirit undoubtedly appear in a brand-new manner. Pure price competition has made China's home appliance manufacturing and distribution industries no longer prosperous. However, based on innovative standards and a competitive perspective that transcends competition, I believe Suning Appliance has found a way to survive for corporate development.

8. Suning employee professional ethics, marketing personnel standards, management personnel standards, and service personnel standards (see appendix)

As a subsystem of Suning’s corporate culture, Suning employee professional ethics standards and The three major personnel principles all reflect the consistency of Suning's corporate culture. It is also a concrete and object-oriented comprehensive explanation of corporate culture. It also has institutional binding force and transformational power that are not common in general corporate cultures and systems.

The homogeneity and synchronization of the headquarters culture and the corporate culture of each branch (store) and the rapid grafting and transplantation of the headquarters culture are also issues that cannot be ignored in the process of Suning Appliance's corporate culture construction. And they obviously adhere to a path where the inheritance of headquarters culture and headquarters marketing methods are carried out simultaneously and are equally important. Suning Appliance's branches (stores) have developed rapidly, providing more and more customers with the most satisfactory services and gaining high recognition from people. This is the most obvious proof.

Recently, I was happy to hear that Suning Appliance is carrying out a vigorous corporate culture video training activity. I believe that with the application of modern scientific and technological means, Suning Appliance's corporate culture will definitely take root and flourish with the pace of Suning Appliance's development.

Finally, I also wish that Suning Appliance chain business will make further progress and realize the grand dream of building a "Wal-Mart" in China's home appliance chain business as soon as possible. I think this is also the common wish of most people who care about the development of Suning Appliances! ;