中國小企業(yè)為生存發(fā)愁，德國小企業(yè)為何稱霸全球？

作者： 2019年06月24日 來源：全球化工設備網 瀏覽量：
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在德國，一些村辦企業(yè)，竟能稱霸全球，而中國很多中小企業(yè)卻在為生存發(fā)愁，差別為何這么大？ 在近兩年的歐洲經濟危急中，德國經濟一枝獨秀，堪稱奇跡，特別是在2016年初的數據顯示，德國2015年的失業(yè)率更是創(chuàng)業(yè)1992

中國小企業(yè)為生存發(fā)愁，德國小企業(yè)為何稱霸全球？

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在德國，一些村辦企業(yè)，竟能稱霸全球，而中國很多中小企業(yè)卻在為生存發(fā)愁，差別為何這么大？

在近兩年的歐洲經濟危急中，德國經濟一枝獨秀，堪稱奇跡，特別是在2016年初的數據顯示，德國2015年的失業(yè)率更是創(chuàng)業(yè)1992年來的最低值，讓世界都為之吃驚。

在德國的經濟發(fā)展中，機械制造業(yè)和汽車業(yè)是其兩大支柱產業(yè)，而在前者的制造業(yè)中，撐起德國制造業(yè)的竟是一大批中小企業(yè)，而且這些中小企業(yè)，在很多領域竟都是“隱形冠軍”、全球領先。

1


德國村辦企業(yè)不談銷售，

竟談世界份額


在德國的商業(yè)中，中小企業(yè)有著舉足輕重的地位，它們對經濟的貢獻占比，超越其它國家。

在德國，約占企業(yè)總數99%的中小企業(yè),貢獻了約54%的增加值,拉動了62%左右的就業(yè)，它們才稱得上是德國工業(yè)和服務業(yè)的中堅力量。

最為重要的是，德國的中小企業(yè)不僅是在德國企業(yè)貢獻大，而且在全球市場處于領先地位，據相關數據統計，在2764家中型全球領導企業(yè)中，德國就占席47%。

任正非就曾表示：“高級水晶杯、高級的銀餐器都是德國小村莊生產的，我去過兩個小村莊，他們打出來的表格說他們從來不談銷售，他們談占世界份額的多少，村辦企業(yè)啊，講的是他占世界份額的多少。所以這一點來說，我們要回歸踏踏實實的經濟，經濟的增長不可能出現大躍進”


2


中國小企業(yè)，

卻在為生存發(fā)愁


與德國的中小企業(yè)相比，國內中小企業(yè)在生存能力和競爭力上都有不小的差距。

數據顯示：國內小微企業(yè)死亡率特別高，存活五年以上的企業(yè)不到7%，十年以上的企業(yè)不到2%，而且中國企業(yè)的平均壽命要短得多，中國民營企業(yè)平均壽命僅3.7年，中小企業(yè)平均壽命更是只有2.5年。


 


3


德國中小型企業(yè)

稱霸全球的五大特點


在德國擁有一大批有“隱形冠軍”之稱的中小企業(yè)。這些企業(yè)平均銷售額為3億美元左右(1992年數值)，員工人數約為3,000，它們憑借自己專業(yè)能力活躍在各自的縫隙市場之中，經營的范圍覆蓋全球各地。它們是這些市場中真正的王者：全球市場占有率高達70%～90%。

為什么這些企業(yè)具有如此強的國際競爭力?進一步的調查發(fā)現了這些隱形冠軍在經營上的5個特點：

1、經營專業(yè)化與地域多元化相結合

這些隱形冠軍會投入全部的資源確保自己在縫隙市場中取得霸主的地位，它們認為多元化戰(zhàn)略只會分散公司的精力。

由于專業(yè)化程度高，規(guī)模小，因此它們無法獲得規(guī)模經濟。為了克服這個困難，它們積極開拓海外市場，讓產品銷售到全球。全球化帶來的規(guī)模效應足以讓公司收回研發(fā)投入，并控制住成本。

2、只關注客戶關注的東西

“隱形冠軍”在競爭中并非樣樣都求比對手強，它們集中資源，確保公司在顧客最關注的領域做得比對手強。

包括隱形冠軍在內的多數企業(yè)認為，顧客最注重的是產品質量、公司貼近顧客的程度、服務、是否節(jié)約、員工素質、技術領先性和創(chuàng)新能力。

“隱形冠軍”認為自己在前3項(即產品質量、公司貼近顧客的程度和服務)上的表現極其出色，而在其他4項中，它們認為自己的表現僅在平均水平之上而已。

3、將注重技術與貼近客戶相結合

隱形冠軍既不完全奉行“客戶至上”原則，也不一味地追求技術。它們將市場和技術視為兩個同等重要的驅動力。而只有少數的大公司認為市場和技術兩者同樣重要。

“隱形冠軍”認為，倘若技術主宰一切，工程師們就會疏遠客戶，客戶將蒙受損失。但若讓一門心思撲在客戶身上的營銷人員獨攬大權，又會不利于技術的發(fā)展。理想狀態(tài)是，讓懂技術的人與客戶進行密切、頻繁的接觸和交流。

4、依靠自身的技術能力

德國中小企業(yè)認為可以憑自己的力量進軍新市場，解決生產及研發(fā)問題，而且相信這樣做能夠強化自身的產品知識，并維護公司的市場霸主地位。

德國中小企業(yè)的一個顯著特點是喜歡“制造”，而不喜歡“購買”。


 


5、企業(yè)與員工之間建立相互依賴的關系

隱形冠軍的所有者兼管理者通常與員工生長在同一小鎮(zhèn)里，因此他們間的關系要比大公司中的勞資關系親密得多。在這些公司中，罷工和勞資糾紛極其罕見，管理層在處理內部問題上所耗費的精力自然比大公司要少得多。

中國中小企業(yè)，與德國小企業(yè)在競爭力上相差太多！


4


德國中小企業(yè)規(guī)模不大，

但很強


通過上面文章，我們可以看到，雖然德國很多中小企業(yè)規(guī)模不大，但是它們的競爭力很強，在其所在領域，具有很強的技術競爭力。

例如：2015年《商業(yè)周刊》曾評出的30家最具實力、成長最快的德國中小企業(yè)中，位列第三名的Mobotix股份公司（Mobotix股份公司開發(fā)和銷售基于網絡的視頻監(jiān)控系統，是該行業(yè)全球領先的供應商），它在2002年的業(yè)績是300萬歐元（約2400萬人民幣），2012年的業(yè)績是8160萬歐元（約6.72億人民幣），它十年里平均年增長率：39.14％，它在2012年員工是336人，人均產值約200萬人民幣，足見其競爭力之大。

德國企業(yè)在市場走的是“技術驅動、品質占領市場”的模式，這與德國以高品質的制造業(yè)著稱的風格一致，即使是中小企業(yè)也遵循這一路線，它們在所處的技術領域往往占據中高端市場，擁有豐厚的收益和利潤空間。

這些德國的中小企業(yè)注重技術、注重市場和客戶、注重全球市場開拓、注重員工關系。這種模式，讓他們無論是在外部市場，還是內部，都具備很強的競爭力，占據行業(yè)競爭力的上游位置。


5


中國小企業(yè)則相反

規(guī)模不大，也不強


與德國中小企業(yè)相比，中國的中小企業(yè)則是既不大、也不強。

中國存在眾多的中小企業(yè)，這些中小企業(yè)與德國企業(yè)同樣是規(guī)模不大，但是在行業(yè)中的地位，遠遠達不到德國中小企業(yè)的地位，缺乏技術競爭力、市場拓展能力、良好的企業(yè)文化與氛圍，是眾多國內中小企業(yè)的通病，也成為中國眾多中小企業(yè)進一步拓展的阻礙。

技術競爭力的缺乏、市場拓展能力的缺乏，良好企業(yè)文化的缺乏，讓企業(yè)無論是在行業(yè)中的級別、還是市場中的級別，都處于末端，極易受到市場沖擊、洗牌、和淘汰，導致企業(yè)生命周期不長。


 


德國這種獨特的中小企業(yè)傳奇背后，與國家的職業(yè)教育體系、企業(yè)追求精神都有關系。

一方面，作為作為制造業(yè)強國，德國向來注重制造業(yè)人才的培養(yǎng)，其“雙元制”職業(yè)教育體系為制造業(yè)源源不斷地輸送著高質量的人才。

無論是其對職業(yè)技術教育的注重，還是其教育模式，都值得思索。

任正非曾描述曾參觀過的一個工學院，“德國斯圖加特工程院院長帶我去參觀一個德國工學院，大學一年級入學的學生，他們都在車間里面對著圖紙做零件，把這些零件裝到汽車上去跑，跑完回來再評價多少分。經過這一輪，再開始學**幾何、理論力學、結構力學……等學科，所以德國制造的汽車永遠是無敵天下”

我們可以對照一下國內工科教育，對比兩者的差距，這種對實踐的重視、基礎的重視，與我們國家工科教育中的實踐對比，注重基礎應用能力的對比，相差確實不小。

另一方面，德國的中小企業(yè)自身注重技術追求和企業(yè)的長遠追求。

除了國家在制造業(yè)教育體系上的注重，德國中小企業(yè)本身，它們的企業(yè)精神中，也相對比較務實，更注重長遠發(fā)展、內功的打造，它們相對少了一份浮躁，多了一份踏實、下苦功。

掌握行業(yè)內最頂尖的技術，打造質量最高的產品是它們矢志不渝的信條，許多中小企業(yè)都是家族企業(yè)，有著悠久歷史，把企業(yè)做成一份長久的事業(yè)耕耘，同時，這些中小企業(yè)普遍都擁有較長期的發(fā)展戰(zhàn)略，這些追求，無論是技術追求、還是事業(yè)追求、以及長遠規(guī)劃的注重，都不亞于優(yōu)秀的大企業(yè)，這實際上也是德國中小企業(yè)成功的關鍵。

這一點，國內中小企業(yè)相對缺乏這種務實、實干的精神，更多一些浮躁，一些企業(yè)更甚至不下苦功、不注重內功的打磨、不注重沉淀和積累，更迷信于各種漫天飛的思維，期望于各種速成的概念，唯獨缺工匠精神的追求，缺踏實、苦功的投入，差距也就拉開了。

制造業(yè)更需要一份踏實、長期的耕耘、投入，是一個長期需要長期默默堅守、最后厚積薄發(fā)的行業(yè)，它相比金融、娛樂等行業(yè)，制造業(yè)投資大、周期長、見效慢，但一旦形成領先優(yōu)勢，很難被后來者趕超。

德國中小企業(yè)技術占領行業(yè)至高點的模式，如同蘋果在手機行業(yè)中的狀況——規(guī)模并非最大、但卻是全球最賺錢的手機，蘋果占據全球智能手機規(guī)模不到15%，但是它卻占據了行業(yè)高達90%的凈利潤。

這些都是值得國內中小企業(yè)學習和深思的，德國中小企業(yè)的模式——規(guī)模不大、但占據行業(yè)制高點，獲得很高的份額和利潤，值得中國企業(yè)深思，還有他們注重技術、注重市場、注重拓展、注重員工關系等，而這些恰恰是企業(yè)競爭力的關鍵，都值得中國中小企業(yè)深思。




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