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易方达基金郭杰:从小米模式看中国制造业的问题

2017-09-07 08:42:09   中国经济网

用雷军自己的话说,小米的本质就是两个字:效率,用互联网思维来提升效率。

这几年,中国人都到国外去买东西,为什么国内的产品没人买,而且价格还很贵?因为中国的制造环节和渠道环节都出了问题。在制造端,产品的品质参差不齐,在产品没有创新的背景下,只能通过牺牲品质达到降低成本;在渠道端,国内市场渠道中间环节多,店面费用高、促销人员费用高,导致渠道成本居高不下,最终都由消费者买单。

小米模式做的事情是:用电商平台销售产品,最大限度地砍掉中间环节,从制造端到终端的距离最短;产品采用精品战略,而不是机海战略,将有限的资源集中到一款好的产品上,达到资源效用最大化;对产品品质要求极高,用口碑和信任引导消费者选择。小米在效率至上的思想指导下,硬是把200元的移动电源做到69元,把四五千元的空气净化器做到699元,把4000多元的高级床垫做到699元。在这种模式下,最终受益的是消费者,可以买到性价比极高的高品质产品。

在传统商业逻辑认知中,产品定价越高越好,毛利率越高越好。但小米的模式,就是要颠覆传统:小米就像鲇鱼一样,进入一个行业,搅动一个行业,促使一个行业的竞争者被动革命,提升效率。小米的梦想是要做100件产品,改变中国制造业的现状,打破传统企业的舒适区,促使其升级提效,最终消费者也受益。这是一个既符合商业利益,又符合社会利益的伟大梦想。

所以中国制造业普遍存在的问题是就是运作效率低下,大家都待在自己的产业舒适区里,都觉得没有必要改变。一切商业的本质是什么?其实就是降低成本、提升效率。把通路做到最短,把品质做到最好,并且给用户一个惊喜的价格。这不就是每一个制造企业最应该做的事情吗?如果企业可以通过限制产品毛利率,逼着自己去改善经营,提升效率,在这种艰难环境下生存下来的企业难道不是最具竞争力的吗?

未来十年是中国消费的黄金时代。巨大的人口红利过去体现在劳动力低成本上,而随着收入水平的提升,未来将体现在巨大的消费市场上。个人消费、家庭消费、甚至精神消费相关的领域都存在巨大的发展机会。现在80后、90后逐渐成为新一代的主流消费者,他们的消费行为更加理性,对产品品质的追求更高,而对华而不实的广告宣传更加免疫。消费升级的本质不是价格,而是品质。互联网的发展让信息的传递更加顺畅,因为信息不对称带来的产品溢价必将被抹平。新零售模式讲求的就是渠道扁平高效化,降低渠道成本。

总而言之,对于当前中国制造业来说,制造变革和渠道效率提升带来的优势必然导致行业巨大变迁,如果企业不能不断提升效率,终将在竞争中淘汰。对于投资者而言,需要做的就是选出小米这样的优势企业,享受未来的消费红利。(易方达基金郭杰)

声明:本手记的观点、分析及预测仅代表作者个人意见,不代表易方达基金管理公司(以下简称“本公司”)立场,也不构成对阅读者的投资建议。本公司或本公司相关机构、雇员或代理人不对任何人使用此全部或部分内容的行为或由此而引致的任何损失承担任何责任。未经本公司事先书面许可,任何人不得将此报告或其任何部分以任何形式进行派发、复制、转载或发布,或对本专栏内容进行任何有悖原意的删节或修改。基金有风险,投资需谨慎

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