How to understand first class enterprises sell standards, second rate enterprises sell patents, and

In the book "McDonald's University (2nd Edition)", the entire standardization management system such as the standardization of McDonald's brand, service, quality, management, talent training, franchising, and abnormal conditions is deeply explored, and the core key to McDonald's success is dissected and summarized in detail.

The main contents of the book include: first-class enterprises sell standards, second-rate enterprises sell services, and third-rate enterprises sell products! As a world-class enterprise with more than 20,000 branches around the world, McDonald's has a secret of its success in "cloning success and replicating wealth", establishing the core concept of standardization and replicating the profit model of standardization.

The official website shall prevail.

My understanding is that third-rate enterprises sell products, which means that the technical barriers are not high, and they are production enterprises. Second-rate enterprises sell technology is to say that the enterprise mainly does technical guidance, first-class enterprises sell standards, because first-class enterprises are the benchmark of the industry, the industry's formulator "now the standard has become the most important industry development factor, whose product standards are recognized by the world, who will lead the development trend of the entire industry." Therefore, it is crucial for Chinese companies to gradually participate in the formulation and research and development of international standards, so as to gain the same voice as international giants. ”

How to understand "first-class enterprises sell standards, second-rate enterprises sell brands, third-rate enterprises sell products, and fourth-rate enterprises."

Dear, hello is very happy to answer for you: how to understand "first-class enterprises sell standards, disturb second-rate enterprises sell brands, third-rate enterprises sell products, fourth-rate enterprises do standard enterprises are the benchmark and leader of the industry, it is to formulate the rules of the game, as long as you are in this industry, you have to do according to the industry's standards (rules of the game) to do, so the standard of the enterprise is the absolute leading advantage, can be raised threshold, improve the standard to limit the access of other enterprises, Weaken the advantages of competitors (e.g. European vehicle emission standards, material standards, etc.). Second-rate enterprises to do branding, refers to the industry's standards, through marketing, strengthen internal management, quality management to establish a brand, brand advantage needs to be long-term brand cultivation, but once the industry standard is changed, it needs to adapt to the new standard again, is a competitive advantage in the industry (such as the domestic Haier brand).

Third-rate enterprises make products because of the improvement of product quality, to obtain the reputation of the product with a competitive advantage, but it is difficult to maintain this advantage, and it is suppressed and restricted by standards and other big brands.

In the field of technology, it is a technical standard, and in a market economy, it is the rules of the game. Super-best-in-class companies generate excess profits, or "window of opportunity" profits, by creating and operating standards or rules. Today, as mankind enters the 21st century and the era of knowledge economy, it seems that it is no longer enough for enterprises to simply pursue to become "biggest" and "best".

The ever-changing market changes make the enterprise maintain the scale advantage and quality leading time is getting shorter and shorter, and many dragon-like enterprises in the past, although their products are excellent and their technology is superb, have also been ruthlessly eliminated. However, there are some companies that have survived, achieved sustainable growth, and achieved brilliant results, and we call these long-lived and excellent companies super-first-class companies. Qin Shi Huang's greatest achievement was not the construction of the Great Wall, but the unification of weights and measures; The wisdom of Tian Ji horse racing is that he skillfully uses and changes the rules of horse racing.

A super-first-class enterprise is a group of world-class leading enterprises that can create and formulate standards or rules for others to follow and follow. Third-rate enterprises work hard, work hard to earn only some labor fees, and lose money if they don't do well, which belongs to the "contractor" enterprise. Second-rate enterprises sell products, and only focus on the function, quality, and quality of the product.

We do not deny that enterprises must produce low-***** products, but it should be said that to do this is just to get the ticket to enter the market, only so and do not make much profit, it is undeniable that many of our enterprises do more hard, that is, because they are still at the level of selling products, because the products are not too much, so a competition is the first war, a mention of the market is advertising, everyone is very hard. This is a "manufacturing plant" enterprise. First-class enterprises sell technology and services, which is already at a considerable level.

These enterprises are no longer desperate to promote products, but around the strengthening of the company's technical system, in the promotion of technology and user service efforts, user satisfaction has become one of the standards for these enterprises to measure the quality of work, "help users save money", "create value for customers" has become an important goal of these enterprises. Peking University Founder, Qingdao Haier and other companies should probably be classified as this, they belong to the "technical service" enterprises. But we still only regard such enterprises as first-class enterprises, and those that are really competitive or conversely have monopoly power are super-first-class enterprises.

The biggest difference between a super-first-class enterprise and the first three types of enterprises is that it is not customer-oriented, but competitor-oriented. Usually people think of customers when they think of the market, but in fact, there are many main players in the market: in addition to customers, there are competitors, collaborators, substitute manufacturers, and new entrants.

These market players compete under certain "rules of the game". It is through the control and monopoly of the rules of the game (standard) that super-first-class enterprises gain a dominant position and obtain excess profits. Therefore, we can call super-first-class enterprises "rule-creating" enterprises.