President of Samsung China Headquarters in early succession of Pugen Xi, September 2 with his management team in Berlin, Germany, the International Consumer Electronics Show (InternationaleFunkausstellung, called IFA). Pu Genxi received during the exhibition, "First Financial Daily" interview, for the first time revealed details of China's new strategy of Samsung.
Pugen Xi said that the current world's top five electronics manufacturers have already entered the Chinese market and China as the focus of future development. "In the future 5 years, who won the Chinese will be able to win the world. At least in the consumer electronics products, competition is so." Samsung is currently 90% of the products have been manufactured in China while Samsung Samsung China has become the global the second largest market, and is gradually becoming the core of the international market.
China Strategy: recycling Samsung
"I came to China, China's slogan changed to Samsung: a loved and respected by the Chinese people's business. It is I, as president of Samsung China, the most important task. We simply do not want to see China as a production base and sales market More importantly, we want to build into our Samsung China research and development base. "Pugen Xi said.
Known as "business strategy expert" Pu Genxi work in 1978 into the Samsung, the Samsung Group headquarters has served as head of business diagnosis, president of the rank of Samsung Card. After he took office, or spent half the time, finish the Samsung's 29 manufacturing enterprises in China and 89 sales and service organization.
Pu Genxi Samsung headquarters in the decision to accept the appointment of the former, who have studied the specific situation of Samsung in China, "China's overall development of good weeks." So he took office in China make up the determination, his mission is: to establish a second Samsung in China .
"Samsung in China has two main business, e-business accounted for 80% to 90%, finance will be another thread."
Another key strategy in China is the Chinese government's national strategy with the synchronization. Pugen Xi said that China's strategy of Samsung, one of the principles, is the public welfare to comply with the direction of development advocated by the Chinese government: including personnel training and rural issues, to help disadvantaged groups and so on.
"Rural problem is the Chinese government is very concerned about the issue, so Samsung Group, each company will continue to support a village. We are implementing the plan, the first stage, more than 50 companies to support more than 50 villages. I hope, is Samsung all enterprises in China, can help a rural partners to help them realize their material and intellectual leap. "
Is important to learn Chinese
It has been the biggest success of the past that Pugen Xi is in the financial sector, rather than business management. On the contrary, based on his assessment of Samsung, this is the strategy of Samsung, the most in need-based manager.
Samsung actively encourage China to engage in important management positions. "Samsung currently employs five million people in China (China, Korea Samsung Samsung employees in addition to most countries), in the 5 million people, only 600 Korean employees, 900 managers from China. Early access to China's institutions, Currently over 95% of key positions have been held by the local staff. I have a meeting with local staff, told them, I hope that they can challenge my position. China has a high quality local managers, to replace my position is absolutely I eat in the factory and the local cadres and tell them, if you want to challenge my position, please raise your hands, the result that many people raised their hands to the location of a long legal challenge. "
But now, Samsung in China is to solve the problems facing Korean staff and local staff communication problems, due to the culture, management, knowledge of the market so there are some differences, establish good communication channels are the objectives of Pu Genxi 1.
"I try to take the way of direct dialogue, to listen to more of 寤鸿 and comments. I have access to corporate enterprises in the process in a local Ren Yuan Jiao Liu, dinner. Sanxingyezai Jianli mechanism within enterprises, for example, we have just had You Ge Ge Jian Li composed of corporate staff recommended JuniorAboard (Primary Committee), the staff questions, questions, suggestions conveyed to me. China is changing rapidly, we must in a timely fashion. "
52-year-old Pu Genxi now learning Chinese, because he understands that language is always not fully translated, and he will learn the Chinese language as its own China strategy.
"In Korean, I am satisfied or not satisfied with the staff, can be expressed with a tone, but now, with Chinese and I can not fully express the need to translate the communication. In addition, do not understand Chinese, the Chinese can not be with me friends, drinking a very direct, which I regret! "
Renaissance to promote digital TV
Pugen Xi also said cheerfully: "We are ushering in the Renaissance era of digital television, Samsung has become a promoter of digital products, not just followers."
TV technology updates, is bringing a revolution in the field of digital consumer, Samsung to catch up with this change? Pugen Xi is the arrival of the digital entertainment era known as the "digital consumer of the Renaissance era." The main push Samsung portable media players, Samsung is the "Digital Age Renaissance" of the weapon.
Only the product, not enough. How to get more market consumer awareness Samsung? In order to promote the Samsung "digital age Renaissance", Pu Genxi revealed they are doing a very emotional another Chinese plan: local style, the future trend.
"In this exhibition, our large screen television display, and many are taken in China's Xinjiang. Samsung to spend tens of millions of Chinese film with Chinese characteristics of these large, all stores will be broadcast in China. Our climb involved a film crew shot more than 5000 km to the content of these wonderful. These images will bring us back to a full sense of the world. "
The 14th century, long-term suppression of the emotional power of mankind to promote the art was returned to freedom and humanity in ancient times, led the famous Renaissance. The experienced technical rational post-industrial era, emphasizing the reality of life and human spirit of fashion digital products, is leading us to go?
"Rational strategies and emotional management; rational technology and quality, emotional design and products; rational layout, emotional brand influence; rational market, the consumer sensibility," which may be Samsung's digital era of the Renaissance the best explanation.
Samsung dialogue
The most valuable talent
"First Financial Daily": China as the Samsung you to battle the world's second largest market, what do you think the challenge from Chinese manufacturers?
Pu Genxi: When the world's top five manufacturers of digital products in China, launched a layout, we clearly defined strategy: not with the direct competition with local Chinese enterprises.
In the field of digital products, China's market share in large, multinational companies can enter the market around 30% to 40%, and China's domestic manufacturers dominate the market about 60% to 70%. Samsung's position is focused on the Chinese manufacturers do not occupy the high-end market, we have no plans to share the market with the Chinese manufacturers. We will be cutting-edge technologies and products, to create a new market, this is my philosophy to do business in China.
"First Financial Daily": 1997 to 2000 is the most difficult period of Samsung, Samsung has decided to transition, but it coincided with the Asian financial crisis, almost bankrupt. That one difficulty is how spent? Crisis arise, you need to protect the core values?
Pu Genxi: to protect the core value lies in technology and talent. The future development of the digital more than our imagination. Samsung has a very strong competitive edge, but all the competitive advantages come from the core technology, while all the technology and new ideas are the right talent, Zhang Wo, so Samsung is the most valuable talents.
"First Financial Daily": Samsung's brand strategy to combine with the profits?
Pu Genxi: unique market will have a unique profit, the public will have a huge market share. These two areas have sufficient profits. But if you do not have the overall strength of the brand does not have influence, it is difficult to obtain adequate in both areas of the profits.
"First Financial Daily": what do you think of Samsung's rival Sony?
Pu Genxi: Who is the best technology, will be able to move forward. Sony is very popular with our respected companies in the global market, their brand very competitive, their sales were very strong, but we do have the power to completely win-win, TV and consumer digital products, we have complete product line, from this point of view, we have no rivals. How our opponents in local products exclusively as a leading brand, how in the Chinese market, as companies entering China's first brand of digital products in the field.
No matter how busy each trip, I will find time to go Shopping, take a look at Samsung's product display and sales environment. "Live" has become one of my concerns. The shopping centers in Berlin, Germany WEDEME 6th floor of the home appliance sales area, and many other places, I saw the Samsung and Sony's sales regions together. When I saw those German guests into Samsung's sales area, I was very happy.
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