Thinking in the Wind and Rain——Interview with Mr. Ma Hong, General Manager of Karcher China

In 2012, China's economy was undoubtedly a year of great challenges, but it also had opportunities. Faced with many complicated and changing environments in the country, inside and outside, what thinking should Chinese entrepreneurs do? How to deal with challenges through effective means and find new business opportunities for development will determine the survival and destiny of companies today and in the future. In this regard, we recently interviewed Mr. Ma Hong, general manager of Karcher Group China, and hoped that he could give readers some inspiration through his development and thinking about the development of this world brand in China.

Q: How do you see China's economy in 2012?

A: In 2012, the Chinese economy will be the year in which both opportunities and challenges coexist. As the economy of the European and American markets is low, China, an economic power that plays an extremely important role in the world economy, will undoubtedly be greatly affected. In particular, the import trade will face enormous resistance, and the Chinese government will promptly put forward the industry. It is necessary and correct that the structural transformation will shift its focus on economic development to the start of the domestic economy. On the other hand, greater investment in the domestic market will enable many companies, both product development and marketing, to have greater development momentum. It is believed that more new products and new technologies will emerge in the Chinese mainland market in 2012, and the competition for conventional products will also fall into a more tragic state. Of course, in the face of this form, different companies adopt different strategies to determine their ultimate fate. Firms that are brave, innovative, and well-run will take advantage of these policies to gain new developments, while those who are conservative and innovated will fall into an extremely dangerous situation. With price competition, a sharp drop in profits, and rising staff costs, these may all lead to the ultimate failure of these companies. Therefore, the same challenges and opportunities are constantly testing the courage and wisdom of entrepreneurs and the fate of enterprises.

Q: What do you think Chinese companies should think about and how can they avoid competition and move toward a new development field?

A: As a participant in the market economy, companies should always position their development strategy at the core of “innovation”. This innovation can be attributed to three major areas, namely, "innovation in emerging industries," "innovation in new marketing models," and "innovation in new product technologies." "Innovation in new product technologies" is very easy to understand and always appears around us, but innovations in "emerging industries" and "new marketing models" have not yet been fully explained, and they have naturally formed new challenges for Chinese companies. Thinking and Opportunity.

Q: Can you tell us what the concept of "What is a new industry?"

A: Kärcher is a global, multinational corporation that specializes in cleanliness. I have taken some experience in this area.

The professional cleaning industry has been formed in the United States and Europe for nearly 100 years, while it has not yet been fully developed in China. Chinese society has so far misunderstood the term "cleaning" as "dusting." This is incomplete. Professional cleaning can be divided into three major areas of “home, business, and industrial cleanliness” in terms of its service areas. The purpose of "household cleaning" is to prolong the healthy life of human beings; "commercial cleansing" is to enable society not only to have modern commercial premises but also to create a more sanitation and clean living environment for people; and "industrial cleaning". It is through the use of modern technology to improve the production process of enterprises, improve production efficiency, and extend the life of equipment. It is the above-mentioned three industries that cover thousands of fields and serve billions of social populations around the world. It will play an extremely important role in today's China, and it will also give the Chinese economy a whole new impetus to combat economic challenges.

Q: We recently saw that Karcher China is actively working to promote a new sales model that leverages the advantages of the Internet. Can this be understood as an attempt to “new marketing model”?

A: That's right. Network technology has become the most influential and most efficient means of information dissemination in today's society. Since 2012, Karcher China hopes to use the Internet platform to enable European and American advanced professional cleaner technologies to enter the market more efficiently. This will enable end-use customers to more easily enjoy the technology and services contributed by the world's brands. In addition, the use of the network for marketing can also purify the relevant market environment. That is, direct communication with the correct product information and users will undoubtedly impact the counterfeit behavior of some cottages, and the end users will also obtain their own More effective rights protection and use security.

Q: The new professional cleaning industry promoted by Karcher Group in the three major areas of family, business, and industry has always played a very important role in the global economy and human health. How does Karcher operate in China?

A: The three clean worlds are derived from the benefits of thousands of Kärcher products. It is this broad product range that involves thousands of industries, and how to start this huge cooperation stage is a huge challenge. To this end, since the beginning of 2012, Karcher China has developed a development strategy centered on industry partners. Although China has implemented a market economy model, the country’s vastness and the great local and industrial cultural differences have forced Karcher China to define its marketing in China as a model for cooperation with distributors instead of direct sales. Thousands of industries and different market needs in many regions, only by establishing friendly relationships with collaborators from different industries and different regions, it is possible to effectively enter thousands of products and technologies from Karcher into the market terminals, and the “science and technology and channels” are mutually Cooperation and mutual dissolution not only achieve the best results of the win-win cooperation, but also more embodies the more advanced mode of operation of the market economy system, that is, mutual cooperation and common success.

Due to the feudal system of China over the past few millennia and the planned economic impact of several decades, many companies are still operating in the current Chinese economic field and lack cooperation with other forces. This backward mode of operation, from the historical roots, comes from the entrenched ideas of the small-scale peasant economy in China, but in reality, it makes it possible to have relatively more profits in a short period of time, but loses its larger value. Development space and future. In this regard, the market economy in Europe and America has formed a diametrically opposed mode of operation for a few hundred years. Large industrial production requires that the final product be completed by many types of work or many partners. This is the result of mutual cooperation. Embodies the maturity and rationality of the market economy system.

Q: Can the differences in this mode of operation also be understood as the necessity and possibility of China's new marketing model innovation?

A: It is completely correct. Although the Chinese economy has experienced rapid development for more than 30 years, due to lack of experience, there are still many areas that need to be changed from systems to thinking, from regulations to operating models. This required change has in some ways constrained the further development of China’s economy today, and also made it possible for China’s economy to have new possibilities and driving forces for sustainable development. It will face enormous challenges in 2012 or longer and seek new industries. Excavate its huge potential to influence the society and boost the economy. At the same time, it will realize innovation in all aspects of product technology and operation mode. It is believed that the Chinese economy will continue to achieve sustained glories.

Q: Before ending this interview, I hope that you can finally say what hope there is for the Chinese economy.

A: The Chinese economy needs new impetus to form new industries. Chinese companies need innovation.

The business elites of thousands of industries are welcome to establish cooperation with Karcher China. The win-win situation of this channel and products will generate new momentum for the Chinese economy in 2012.