“精细化”撬动“大出口”

    日前，笔者赶到双星青岛轮胎总公司就轮胎出口情况进行采访，恰逢邴良光总经理刚刚参加德国埃森轮胎展回来，说明来意，邴总谈起了他此次出国考察的感受，“总体来看，国际宏观形势不容乐观，欧债危机持续恶化，中东地区局势动荡，经济不景气导致国际贸易保护主义抬头，越来越多的国家正在酝酿或已经实施轮胎标签法，加上各个航线的海运费翻倍增长，造成轮胎总体需求下降，轮胎出口面临很大压力。”从邴总的话语中，我们可以感觉到轮胎出口形势的严峻性。不过邴总话锋一转，“尽管如此，在双星坚持‘两条腿走路’的经营方针指引下，我们认真落实集团提出的‘精细化经营’战略，克服重重困难，在今年出口形势严峻的情况下，1-6月份取得了逆势增长的好成绩。这方面以进出口公司为代表，各个部门都做了大量工作。”
    A few days ago, the author visited Doublestar Qingdao tire company and interviewed the situation of tire exports, we happened to meet the general manage Bing Liangguang who just back from Germany Essen tire exhibition,Mr Bing talked about his feel about this inspection abroad, "overall, international macroeconomic situation is not optimistic, the European debt crisis continued to worsen, the Middle East situation is volatile, the economy is stagnant, which resulted in international trade protectionism grow, more and more countries are brewing or have implemented tire label law method, plus the double growth of ocean freight, caused the tires' overall demand drop, tire export faced pressure." From Manager Bing's words, we can feel the tire export situation is severe. But Manager Bing immediately said, "even so, under the guidance of the Doublestar's management policy "walk by two legs", we earnestly implement the  strategic of the group with "fine management ' ,overcame many difficulties, under this grim situation of the export this year, during January-June we achieved good results. In this regard, the import and export company is the representative, each department all do a lot of work."  

    从邴总办公室出来，我们直奔进出口公司，恰好碰到进出口公司经理葛文正在组织业务人员召开“每日碰头会”。会议结束，我们便与葛文经理就青岛轮胎总公司如何实现出口逆势增长攀谈起来。
    Came out from Manager Bing's office, we left for import and export company, just met the manager Ge Wen of  import and export company who were organizing "daily stair" with business personnel.   After the meeting, we talked with Ge Wen on Qingdao tire company how to realize the growth of export contrarian.
 

“单打一”到“一盘棋”
"concentrate on one thing only" to "a board of chess"

    “今年能够实现轮胎出口的大幅度增长，充分体现了全公司一盘棋的精神。正是各部门的精诚协作，大力配合，以及精细化经营，才有了轮胎出口的大好局面。”葛文经理如是说。
    "This year will be able to realize the great growth of tire exports, fully embodies the spirit of a board of chess within the company. It's just the good cooperation of all departments, cooperation, and fine management, we can have the good situation of tires export." Manager Ge Wen said.

    谈到今年公司齐心协力保出口的生产管理方式，在场的公司副总张立打开了话匣子：“以前，组织生产就是抓工厂、抓一线，生产组织的好坏与其它部门关系不大，现在我们意识到，全公司是一盘棋，各个部门都要发挥各自职能，为保证出口做贡献。我们制定了新的生产管理考核制度，将各生产厂及所有生产辅助部门全部列为服务和考核主体，将责任细分细化到每一个部门，全面推行跟单制，服务内、外销这个龙头，提高了各部门的工作积极性和工作质量，为轮胎出口提供了保证。”谈到公司生产组织的转变，进出口公司业务经理宋伟杰深有感触地说：“以前在生产组织时，经常因模具配套不足，或者内销与出口计划冲突等原因，延误了出口，可现在，只要有订单，哪怕是几十条的小订单也要全力完成。以5月份为例，公司根据轮胎出口订单用72台成型机生产了59个规格、138个花纹的轮胎，而且组织了27个需求量在300条以下美国订单，这在以前是不敢想象的。”
    Mentioned to the production management mode of pulling together to guaratee export in this year, the present vice-president Zhang Li said, "Before, organizing production was catching factory and production line, good or bad organization have little relation with other departments, now we realize that the company is a board of chess, each department will play their respective functions, do contribution to export. We developed new production management assessment system, listed  each manufacturer and all production assistant departments as service and assessment main body, refining responsibility to each department, fully implement the documentary system, service for sale in domestic and the export, improve the enthusiasm of each department and working quality, and provide a guarantee for export tire." Talking about the change of company production organization, the business manager of import and export company Song Weijie said: "In the past, we always because of mold insufficient or the plan of sale in domestic market and exports has conflict or other reasons when production organization,delayed the export, now, as long as there is order, even if be dozens of small order, we will spare no effort to finish. In may, take May for example, the company according to the export order, adopting 72 sets building machines to produce 59 specifications, 138 patterns tires, and organizing 27 orders whose demand bellowing 300 sets, and that was couldn't imagine in the past."    
 

“业务型”到“复合型”
'business type ' to 'compound type'

    “我国整体经济增速放缓，轮胎内销市场低迷，给企业发展带来严峻考验，也迫使我们在出口工作上要敢于担当！我们首先细分了五大片区，实行片区责任制，责任到各片区、到各市场人员，给片区增加压力，形成了各片区的竞争机制，逼迫业务人员由单纯的‘业务型’向‘复合型’转变。”葛文经理介绍说。“以前学习是简单的念念文件，现在是大家先自学，再由处长领着讨论。通过学习教育，大家认识到在内销市场压力加大的情况下，作为出口业务人员人人肩负着企业发展的重任，应该积极建言献策扩出口。刚开始的时候，大家担心提意见会得罪人，领导便让大家先说给处长听，处长再向领导汇报，只讲讨论的问题和建议。然后，领导和大家一起进行沟通、反馈，既了解了大家的真实思想，又解决了很多业务问题”，综合处处长贾茂彬谈道。
    "In our country, the overall economic growth is slowing, tire sales in domestic market downturns, brought serious test to the development of enterprises, also force us dear to bear on export work! We first subdivide five big areas, carry out area responsibility system, to each area and each market personnel, increase the pressure to each area, formed competition mechanism, and persecute business personnel change from pure 'business' to 'compound'.  Manager Ge Wen introduced."In the past, learning is simple,just read the document, now everyone study independently fist, then discussion by the lead of the director. By learning education, people realize under the situation of big market pressures in domestic, as the export business personnel, everyone shoulder the burden of enterprise development, Should be actively offer advice and suggestions for export expansion. In the beginning, people worried about offer opinion will upset people, the leaders let everybody speak to the director, then the director report to the leaders, only discuss the problem and suggestion.Then, the leaders communicate and feedback with everyone,not only know the true thought, but also solve many business problems",the section chief in general office Jia MaoBin said.

    心气顺了，干劲足。在市场开发上，业务人员变“坐商”为“行商”，积极到俄罗斯、南非、德国、波兰等国家和地区参加展会或拜访新老客户，并采取多种新的营销措施，将业务人员的压力，逐步变为客户和业务人员一同分担压力，共同开发空白市场。今年以来，共开发出40多个空白、“夹缝”市场。
    It is comfortable with full energy.On the market development, the business personnel change from"shopkeeper" to "peddlery", actively take part in the exhibitions in Russia, South Africa, Germany, Poland and other countries and regions or visit the new and old customers, and take various new marketing measures, gradually make the pressure of business personnel become customers and business people share the pressure together, develop the blank market. Since this year, total developed more than 40 blanks, "pocket" market.  
 

“一鞭赶”到“看能力”
"One pot" to "see ability"

    在抓业务人员业绩提升方面，进出口公司实行了精细化管理，改变了原来任务分配不考虑个人能力差异的做法，实行“能力”制，能力不同，任务不同，任务多的，完成好的，重奖；完成不好的，重罚，直至淘汰。
    On the aspect of grasping the achivements ascension of business personnel, import and export company executes the fine management, change the original method, that is task allocation don't consider personal ability,carry out"ability" system, different ability, the task is different, the more task , the better complete, will be amply rewarded; The worse accomplish will get severe penalty,even be eliminated.

    一位业绩平淡的业务员被“转岗”后，给其他业务员带来极大地促动。南非一客户是东营某厂的客户，为争得该客户，崔晓东连续几天三班连轴转，天天晚上电话与该客户交流，客户终被双星人的拼搏精神和执著劲所感动，将订单下到了双星轮胎；哥伦比亚市场虽不大，但像这样的小市场的客户也要积极想办法揽过来。每次客户来中国，耿永华得到信息，都及时到酒店去迎接。客户水土不服，她便买药品送去，还带领客户参观集团总部及双星轮胎车间。客户回国后，为了考验双星人的诚意，断断续续下单，但耿永华仍坚持与他电话沟通，嘘寒问暖，客户看到双星人的热情不是单纯冲着订单来的，而是真挚的，从此每月正常下单，月订货量上升到了200多万美金。
    One salesman who had bad achievements suffered "job transfer", which brought greatly stimulate to the other salesmen.one customer in South Africa is the customer of one factory in Dongying, in order to acquire this customer, Cui XiaoDong communicate with customer by phone every night, work for three consecutive days, as a result, the customer was moved by the fighting spirit and persistent strength of Doublestar,place the order into Doublestar tyre; Columbia market is not big, but like such a small market's customers, we will actively trying to acquire. Each time, when the clients come to China, once Geng YongHua get information will meet them in the hotel in time.     If the customer unaccustomed to the climate of the new place, she would buy drugs for clients, also will lead customers to visit the group headquarters and Doublestar tire workshop.After customer returning home, in order to test the sincerity of Doublestar people, intermittently put orders, but Geng YongHua still insist on communicating with him, to be caring and attentive, the customers see the enthusiasm of Doublestar people who is not merely to blunt the order, but sincere. Since then, the normal order per month, rose more than $200.
 

“模式化”到“差异化”
"stereotyped" to "differentiation"

    在促销措施上，进出口公司也做到精细化，尤其是在运用“双鞋联动”、“双鞋经营” 调动客户积极性上注重了创新，由“模式化”到“差异化”，取得了全新的效果。
    On the sales promotion measures, import and export company also do fine, especially in the using of "Double shoes linked", "Double shoes management" pay attention to innovate on mobilizing customer's enthusiasm, from "stereotyped" to "differentiation", has made the new effect.   

    以前在发放促销产品上是客户适应我们，不管尺码大小，随意发放，现在国际市场竞争日益激烈，不能再这样粗放经营了，应该以适应客户需求为准则。于是，进出口公司改变了千篇一律的“模式化”发放方式，而是细分差异，满足个体需求。如，欧洲人体格健壮，配发服装时以大号、肥大的服装为主；南非市场，天气热则以T恤等为主。精细化经营“赢利”更“赢心”。如，前期有一位南非客户第一次下了3000条的全钢胎订单，进出口公司相应发放了适合当地气候的双星时令服装。合作几个月后，客户非常满意，采购数量已增加到8000条，从全钢胎扩展到了半钢胎、工程胎，并下单从双星订购工装。
    In the past, on the aspect of issuing sales promotion product is the customers adapt to us, no matter how big the measurement size is, optional issue, now,with the serious competition of international intense, can't management so extensive , should be in order to adapt to the customer's demand as the rules.So, import and export company changed the monotonous"stereotyped" issuing method , but subdivision differences, meet the individual needs. Such as, European is healthy and strong, the allocated clothing will be large size and wide clothing. South Africa market, the hot weather, will allocate T-shirt, etc. Fine management "profit" even "win the heart". Such as, a few days ago, one South African customer placed an order of 3000 all-steel tires, import and export company accoladed Doublestar seasonal clothing which suitable for local climate. After several months' cooperation, the customer is very satisfied, the purchase amount has increased to 8000, from all-steel tires extend to semi-steel tires, OTR tires, and order work wear from Doublestar.

    相信，通过全公司一盘棋、齐心协力促出口，在品种、价格、生产组织、管理、激励机制、市场细分、“双鞋联营”、客户服务等各方面，进一步做好“精细化”经营，双星轮胎将更好更快地驰骋“地球村”大市场！
    We believe that, through the whole company's a board of chess, work together to promote exports,subdivide in variety, price, production, management,incentive mechanism and market, "double shoes associated", customer service and so on various aspects, further to be "fine" business, Doublestar tires will better and faster drive to "global village" big market!


                                                                                      （王开良）