Speaking of made in Germany, you may not know the humiliation they once carried. You only know that Siemens, Mercedes Benz, BMW, Bayer, Henkel, Adidas and other brands are all German, and have become synonymous with high-quality products that are famous all over the world
speaking of made in Germany, you may not know the humiliation they once carried. You only know that Siemens, Mercedes Benz, BMW, Bayer, Henkel, Adidas and other brands are all German, and have become synonymous with high-quality products that are famous all over the world. So how can the German spirit be carried forward
the German nation began to industrialize very late. When Britain and France completed the industrial revolution, Germany was still an agricultural country. But now, in this country with only 80million people, there are more than 2300 world famous brands. What is the reason for the world-renowned "made in Germany"
1. "Made in Germany" used to be an insulting symbol
after entering industrialization, Germans also went through the "cottage stage": learning from Britain and France, stealing other people's technology, and imitating other people's products
to this end, the British Parliament also passed an amendment to the trademark act on August 23, 1887, requiring all German imports entering the British mainland and colonial markets to be marked "made in Germany". "Made in Germany" was actually an insulting symbol at that time
at the beginning of the industrialization era in Germany, scientific research in universities was completely disconnected from the field of production. Although the "world science center" was in Germany at that time, Americans were very smart. After they got their degrees in Germany and returned home, they did not blindly go to colleges and universities to do research work, but entered the market to run enterprises
in the early 1990s, German scientists came to the United States and found that American industrial products had the highest gold content in science and technology. Only then did they clearly put forward the policy of "combining theory with practice" and began to vigorously promote the development of Applied Science. Because Germany has a solid foundation in basic science, it soon established the connection between scientific theory and industrial practice, thus combining the world-class team of scientists, engineers and skilled workers in half a century, leading the "internal combustion engine and electrification revolution", so that Germany's industrial economy has achieved leapfrog development
since then, German machinery, chemicals, electrical appliances, optics, kitchen utensils and sporting goods have become the world's best quality products, "made in Germany" has become a synonym for quality and reputation. Almost all the most famous companies in Germany grew up in that era. They have maintained a worldwide reputation to this day
2. Cherish the "name behind you" and not be greedy for "immediate benefits"
Germany is not a nation that "likes the new and hates the old". Germans like things with experience, historical memory and cultural memory
I know a German professor whose family still has an electronic tube radio as big as a wooden box produced in the 1960s. Because of its good quality, it is still in use. I asked him, "do you still use such an old thing?" He said, "yes, as soon as I saw it, I remembered the story that happened next to the radio when I was a child. For me, this is more precious than anything!"
the ball point pen produced by Germany fell on the ground more than 10 times, and it can still be used when picked up. The residential houses built in Germany will not collapse in 120 years. Even if they are destroyed by the war, the Germans must rebuild them as they are
there is a picture about German buildings, called "unchanging Germany", which shows the houses built by Germans after World War II, completely in the style of late medieval Baroque era and Rococo Era. Why? After World War II, almost all German cities were in ruins, and those ancient houses were basically destroyed by the war. Germans are very distressed, because Germans just like their own culture. What should I do? The Germans have to find out the photos of that year and the design drawings of that year. They must rebuild them as they are. Today, you go to Germany to see that most cities have no modern buildings, almost all of them in the Baroque and Rococo Era
there was a Royal Opera House in Germany that was completely destroyed by American planes in World War II. The Germans were extremely distressed. It took 200 years to build the opera house, but it was destroyed. What to do
after World War II, the Germans surrounded the ruins, and engaged a group of scientists, cultural scientists, archaeologists, architects, and technical workers, about hundreds of people. It took 35 years to reinstall the pile of broken bricks and tiles. Now when you look at this royal opera house, you can't see that it was rebuilt after the bomb exploded. This building has become a "world cultural heritage". UNESCO said, "this action itself belongs to the world cultural heritage". It is precisely because Germany loves and respects its own culture to such an extent that it is called "unchanging Germany"
since the economic development of Germany does not depend on the real estate market, it is difficult for a German architect to get a construction project. If he finally wins the bid, he will design it carefully, make it a fine art, and make it immortal
therefore, in Germany, you will never see two buildings that will be the same
therefore, it is said that German architects attach importance not to "immediate benefits", but to "fame behind"
3. A person only does business once
at a press conference, a foreign reporter asked Peter? Feng? Siemens: "why is there more than 2300 world famous brands in Germany with a population of 80million?"
the president of Siemens answered him like this: "it depends on our German working attitude and attention to every production technical detail. Our German enterprise employees are responsible for producing first-class products and providing good after-sales service."
at that time, the reporter asked him, "isn't the ultimate goal of the enterprise the maximization of profits? Whatever its obligations?"
the president of Siemens replied, "No, that's British and American economics. We Germans have our own economics. Our German economics pursues two points: first, the harmony and safety of the production process; second, the practicality of high-tech products. This is the soul of enterprise production, not the maximization of profits. Enterprise operation is not only for economic interests, in fact, abiding by enterprise ethics and manufacturing products, but also our German enterprise and life Inherent duty and obligation! "
speaking of "vocation", what does "vocation" mean? It's "what God wants you to do"
in Germany, no enterprise is rich overnight and quickly becomes the global focus. They are often "small companies" and "slow companies" focusing on a certain field and a certain product, but there are few "bad companies" and no "fake companies"
most of them are world-famous companies with more than 100 years of experience and high emphasis on product quality and value, also known as "invisible champions"
there is a wine workshop in Germany, which is nearly 400 years old. He was left by chance in World War II and was lucky not to be bombed by an American plane. Germany's horse brand tire company was founded in 1871, and now almost every prefecture level city in China has its branches. Adidas in Germany was founded in 1920 and has a history of more than 94 years. You can see that such enterprises in Germany are old
German products do not fight a price war and do not compete with their peers. First, they are protected by the industry. Second, because price is not everything, fighting a price war may plunge the whole industry into a vicious circle. German enterprises want to pursue profits, but as long as they can ensure basic profits and make money, Germans are not so greedy and endless in pursuit of profits, but should consider longer-term and sustainable development. Therefore, the Germans prefer to "ensure the basic profits while transforming part of the profits into higher quality products and better services"
I once chatted with the manager of a fishler cooker shop in Berlin, I said: "Your German made pot can last for 100 years, so every time you sell it, you actually lose a customer, and people don't need to look for you in the future. Look at the Japanese made pot, it ends in 20 years, and customers have to look for it again every 20 years. Think carefully, are you worth it? Why do you want to make things so strong? Shorten its service life, and you can make more money? ”
the manager replied to me: "Where, all those who bought our pots don't have to buy them for the second time, which will have a good reputation and attract more people to buy our pots. We're too busy now! Our kitchen utensils factory, which was converted from the former Arsenal after World War II, has sold more than 100million pots in just a few decades. Do you know how many people there are in the world? It's nearly 8billion, and there are a large city of more than 7 billion people The field is waiting for us! "
you see, Germans have different ideas, and their marketing strategies are also different. A business is done once in your life. If you say that his things are good, it will infect another person. This person will become his customer, and then infect a third person. This is what people do
4. Explore the essence and consider the long term
today, only three cities in Germany, namely Berlin, Hamburg and Frankfurt, are designated as "international cities", and they will also be declared as "undefended cities" when fighting in the future. Other cities are small and medium-sized cities
most Germans live in cities with 50000, 100000, 150000 and 200000 people. Even in cities with a population of 500000, Germans feel too big
the scenery of German cities almost has this feature: the highest part of the urban skyline must be the spire of the church, and no building can surpass it
I once talked with a German professor about this problem: why can Germans be punctual
he said: "If a city is small, it is easy to be punctual. In order to be punctual, it must also be designed to be small. If you want to achieve no traffic jam in the city in the 'era of automobile popularization', there are two conditions. The first condition is that any building should not exceed five floors. In Germany, if you want to build a high-rise building with more than six floors, you must pass the vote of the parliament. The second condition is that half of the space in any city must be roads. As long as you simultaneously If you do these two things, the city will not be in traffic jam. "
today, Germans are generally only in Berlin, Hamburg, Frankish Fujian high-rise buildings, which are also world-class high-rise buildings, but there is one condition: when this high-rise building falls down from any direction, it cannot be pressed into another building. Therefore, the higher the building, the larger the open space left around. This is called "exploring the essence of things and determining long-term strategies". When Germans build a house, they must consider what will happen when it falls down
5. Germany does not believe in good quality and low price<