In the manufacturing industry, consumer electronics is the fastest growing and dying industry.
The replacement cycle of smart devices is getting longer and longer, the pace of product updates is getting faster and faster, top technologies are constantly being decentralized, and supply chain costs are compressed to the extreme. This was especially obvious in the new energy vehicle industry last year.
Market logic, industry ecology, and technological landscape are all undergoing drastic changes at an unprecedented speed. Industrial society is being reconstructed, calling for a new paradigm.
Recently, Feishu and Xinhuanet jointly released the documentary "Attack on China's Intelligent Manufacturing". In the film, we saw some interesting aspects of this undercurrent industry: How do companies such as Ecovacs Robotics, Huaqin Technology, Anker Innovation, etc. use organizational innovation and business collaboration improvement as new skills for business growth?
When Made in China converges towards the era of Intelligent Manufacturing in China, the core competitiveness is no longer just the product itself, but also the ability to continuously and efficiently create products. The final competition is actually the organizational capabilities of the company.
In these stories, what we are most concerned about is not the winners and losers in the business world, but how players think and act in the face of the changing external environment and become game-breakers in the new era of intelligent manufacturing.
Ecovacs robot shortens the "strike chain"
In the consumer electronics industry, the fierce competition in the category of sweeping robots is closer to that of smartphones.
In 2020, the entire category began to slow down after experiencing explosive growth, and industry competition became more homogeneous. Even Ecovacs Robots, which has the largest market share of sweeping robots in China, is facing pressure to break through.
How to quickly improve the experience of each new generation of new products and put them into mass production and market faster than similar products is the key to seizing the opportunity in this highly involved market.
Zhou Lei, production and manufacturing director of Ecovacs Robotics, has experienced this atmosphere best. She said, "In the past, the entire industry's product form was solidified, and the market was in great need of a product that would bring a refreshing feeling to consumers."
In 2023, Ecovacs Robots released the Deebao X2 series of products, setting the fastest speed in the entire cycle from R&D, production and sales. In order to achieve this goal, Ecovacs Robot's organizational coordination and advancement are counting in seconds.
At the critical juncture before the product is put into production, Ecovacs Robots uses Feishu as an internal collaboration platform to build a "kill chain" for the production campaign.
After the new product was released, the pre-sales of Ecovacs Robots in China exceeded expectations. Faced with a sudden increase in orders, the war report in Feishu became a virtual war room, where various departments such as mold R&D, design and quality were located. Eliminate all information gaps and allow various departments to quickly identify problems remotely and take timely action.
For consumer electronics, the real battle often begins after the product is released.
This year’s Double Eleven, Douyin e-commerce has become a new battlefield for the rapid growth of Ecovacs Robots. There are 6 online live broadcast rooms, 49 offline live broadcast rooms, and dozens of experts communicating online. This new sales form puts forward higher requirements for information collaboration. Every day, the live broadcast rooms require real-time feedback with zero time difference.
Wu Xiuli, who is in charge of the Ecovacs Robotics e-commerce team, said, “The pace of manual statistics in the past can no longer keep up with the current pace. Therefore, the team connected to the Feishu platform, allowing the system to automatically push data, and the team can analyze data based on real-time data. Adjust sales strategy."
With the help of Feishu, Ecovacs Robots has successfully transformed individual intelligence into a collective "collaborative intelligence group", achieving seamless connections between upstream and downstream and front-end and back-end chains, enabling them to launch products "quickly, accurately and ruthlessly" in the market. infrastructure.
Qian Cheng, CEO of Ecovacs Robotics, believes that "our core advantage is to build a highly vertical and integrated organization. Reaching consensus quickly is the most important thing to solve the enterprise's efficiency."
▲Qian Cheng, CEO of Ecovacs Robotics
Huaqin Technology, a highland for building a knowledge system
In the manufacturing chain, the ODM industry of smart hardware often plays a key role. They want to enable hardware brands to achieve faster speeds and lower costs. Putting the latest technology into production on a larger scale.
Counterpoint data shows that 91% of the world's notebook computers are produced by ODM/EMS manufacturers, among which Huaqin Technology is one of the giants in the ODM industry.
As hardware brands pursue higher technology and more extreme cost control, if companies in the manufacturing foundry field do not upgrade accordingly, they may fall into a vicious cycle of "the more output, the lower the unit value."
At the same time as the documentary was released, Feishu also released the "White Paper on Solutions for the Consumer Electronics Industry". The white paper mentioned that "clear industrial division of labor and increased industry concentration" will become an important trend in the industry. Industry resources will gradually be directed to brands with high brand reputation, strong product technology, and manufacturers with good product quality and great cost advantages. concentrated.
The changes in Huaqin Technology start from within. Using Feishu cloud document components and OpenAPI, Huaqin Technology has built an intelligent and integrated knowledge management system to quickly convert the company's various types of corporate knowledge files into cloud documents, and classify them according to business needs to support intelligence Recommendations and multi-dimensional search.
Huaqin system analysis engineer Ma Longyao once encountered a problem with the WIFI Bluetooth module driver in March. When the team engineers were looking for multiple solutions to no avail, they found an album in the knowledge management system that analyzed the problem. Principle, this allows the team to solve problems quickly.
Currently, this knowledge management system based on Feishu is active with 12,000 Huaqin engineers and technicians. Since its launch in July 2022, the number of users of the knowledge management platform has exceeded 9,000, and 33,000 pieces of business experience within the company have been gathered, providing Huaqin Technology’s independent innovation lays the foundation.
Only by allowing the accumulated experience in actual combat to accumulate systematically, no matter how the personnel change and flow, and there is no need to reinvent the wheel again, can we give full play to the value of knowledge and become the think tank of the organization.
Wu Zhenhai, chief technology officer of Huaqin Technology, said, "Tacit knowledge is made explicit, explicit knowledge is shared, and shared knowledge is innovative."
▲Wu Zhenhai, Chief Technology Officer of Huaqin Technology
Anker innovation, the secret of category expansion
In the consumer electronics industry, which is highly involved and changes very quickly, a hot product can make a brand suddenly emerge, but only by continuously building the brand can it gain a firm foothold in this industry.
After Anker Innovation launched a number of popular products, it discovered that power demand cannot be determined solely by scenarios, but must be considered comprehensively to create a power ecosystem based on households. To this end, Anker streamlined its successful product experience, established a replicable category expansion paradigm, and began to attack the energy storage track.
Take Anker's mobile energy storage product code-named F 3800 as an example. When disputes arose over decision-making during the product design stage, Anker's charging product representative Mic used Feishu's "Feiyuehui" to quickly promote each node. review decisions.
Anker's employees are exposed to a large number of such communication and decision-making scenarios on a daily basis. In one quarter alone, there may be more than 100,000 processes flowing, ranging from R&D, sales, supply chain, including internal management processes within the company.
Anker Innovation has more than a dozen product lines and six major brands. To realize the process of incubating new category products, the efficiency of each link must be maximized.
When organizations, processes, and talents are connected in a family-wide bucket, instead of using multiple tools in a scattered state, they can remain flexible and agile as the scale and categories continue to increase, and promote the process from talent, creativity to execution in the shortest path. Landed.
This is probably one of the secrets why Anker can successfully build multiple global brands in different categories.
In the era of intelligent manufacturing, organization is innovation
Looking back at those technological products that have changed an era, people are often easily attracted by the eye-catching technologies and designs, thus ignoring that the core of their success is not the product, but the organizational structure that allows innovation to continue to happen.
The first thing Jobs did after returning to Apple in 1997 was to fire all general managers of all business units and replace them with a "functional" organizational structure, allowing professionals to have greater decision-making power over products.
This organizational structure had almost no precedent among large enterprises at the time, but it helped Apple get out of the trough and gave birth to a series of classic products. This organizational structure has served as a stable foundation for Apple to this day, becoming Apple’s invisible but insurmountable “moat.”
Tesla, which has started the wave of electric vehicles, is no exception. Whether it is software-defined cars, FSD fully autonomous driving, or integrated die-casting, these industry-leading technologies and concepts are not the core of Musk's first principles. of.
Musk said at Tesla’s 2017 Q3 earnings call: The essence of manufacturing competition is the competition of manufacturing capabilities, that is, the competition of factories. The essence of this is the competition of organizational structure.
Different technological eras will give rise to different types of organizations. American computer scientist Melvin Conway once proposed a famous Conway's law. Emphasis is placed on the important impact of organizational structure on software development. If communication is poor, the various parts of the software may have difficulty working together, affecting the quality and performance of the entire software.
Any organization that designs a system (broadly defined) produces a design whose structure is a copy of the organization's communication structure.
In the Feishu documentary, we see the birth of different types of organizational forms in the consumer electronics industry. They are more agile, less internally frictional, and smoother.
With the help of advanced tools, large companies can take small steps and move quickly like small teams. Small teams also have the opportunity to narrow the resource gap with large companies, reflecting the true "intelligence" in this era of intelligent manufacturing.
Li Xiang, the founder of Ideal, believes that Feishu is a super-sensing tool and the entire working model is very close to the way of intelligent organization. Because what flows in Feishu is not only office flow and information flow, but also cognition and knowledge, and this knowledge and cognition are connected together through co-creation.
▲Feishu CEO Xie Xin
This is also the universality of tools that Feishu CEO Xie Xin has always emphasized. What Feishu has been doing has been to accumulate advanced organizations and working methods, and ultimately transform them into an easy-to-use tool. As a productive force, tools can be applied to a variety of production relations.
▲Feishu products have an all-in-one concept
Rather than saying that Feishu is a project management tool, it is better to say that it is a comprehensive platform that integrates a collaboration platform and project management tools.
It integrates project management, project documents (including project requirements, meeting minutes, project deliverables, etc.) and project communication (including project meetings, project groups, etc.) to provide a one-stop project management experience.
What is a platform? Bill Gates has a very understandable explanation: "Only if the sum of the economic value of each company using it exceeds the economic value of the company that created it, can it be called a platform."
From "Made in China" to "Intelligent Made in China" is a grand and complex historical process, and it is also the only way for China's economic development. The value Feishu provides to China’s intelligent manufacturing industry is to provide some new skills and inspiration on this “grand proposition”.
Countless huge changes originate from small places. With advanced tools such as Feishu, we can record and witness every small step in the advancement of China's intelligent manufacturing industry.
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