Programme Introduction Information Exchange & Cooperation News

MBA Lecture 78 Path of Traditional Enterprises’ Transformation and Upgrading

publisher:createtime: 2016-11-20

On the afternoon of November 20, it’s a great honor for the MBA Education Center of the School of Business to invite Mr. Zhou Zongyou, President of Guangzhou Ying Hao Technology Products Co., Ltd. and Fujian Ying Hao Technology Products Co., Ltd. and Zhang Fang, General Manager of Guangzhou Broadband Backbone Network Co., Ltd. to attend the Lecture 78. The leaders attending the lecture were also Xu Zhichao, Party Secretary of the School of Business, Luo Haiyang, Deputy Party Secretary of the School of Business, Qiu Weinian, Vice Dean of the School of Business and Wang Gang, Director of the MBA center.

The lecture was chaired by Qiu Weinian, Vice Dean of the School of Business and Dean Qiu firstly introduced President Zhou Zongyou by praising him as an entrepreneur among professors in GUDFS and also a professor among entrepreneurs in GDUFS.

President Zhou Zongyou introduced the company’s basic situation to the MBA students and he mentioned that Ying Hao focuses on culture industries and is specialized in festivals and furniture decorations. The Company deeply excavates handicrafts among the populace and designs creative products. After 14 years of development, it has become a leading enterprise in China’s Christmas decoration industry. When speaking of his own innovative business process, President Zhou thinks that “innovation” is the key to success. “Before the start of the industry, we must have a full understanding of the industry.” When President Zhou left the school to get ready to start a business, he did an in-depth market research and understood that Christmas decoration industry features “small, scattering and disordered”, so he was determined to make innovation and integrate the industry resources. He seized the opportunity to integrate high-quality resources and build a large platform to achieve a horizontal industry chain integration and vertical supply chain integration. To let the students gain a deeper understanding of his entrepreneurial process, President Zhou shared three stories and specifically and vividly explained how to integrate the local industrial resources of Chenghai, Dehua of Fujian and Zhejiang. With the gradual development of enterprises, he decided to open up the international market bit by bit. From the beginning of 2007, he had an investigation of the global market. Every effort will be paid off so after a number of difficult negotiations with some overseas retail giant customers, he gained an access to plentiful overseas orders and was back home to build factories.

President Zhou has a profound understanding of the importance of business transformation and upgrading and he elaborated from three aspects of the Company’s transformation and upgrading. First, from the traditional manufacturing industry to the innovative enterprises. He said that to protect products through the invention patents, it requires that “enterprises should carry out research on products and equipment,” and occupy the global market with thousands of new products. Therefore, any company should put design innovation and R & D funds in the first place. In addition, the culture industry is the emerging and strategic industry of China and the combination of products and culture is a key link in the transformation and upgrading. Second, from labor-intensive enterprises to scientific and technological enterprises in transition and striving to reach the goal of being a scientific and technological enterprise. Third, from the traditional export-oriented enterprises to the Internet-based enterprises. The transformation and upgrading of Chinese enterprises should rely on independent brands to go global and the Internet provides possibility for cross-border e-commerce. Only through the Internet, the export of independent brands can be achieved. Ying Hao seized the opportunity of the Internet, and actively developed domestic and foreign e-commerce. Zhou profoundly concluded that “enterprises cannot do without the transformation and upgrading.”

“Stay true to the original self and you’ll always get what you pursue” is the management experience of Ying Hao shared by President Zhou with a high degree of generalization and ingenuity is the survival of the enterprise. He analyzed from nine aspects: leadership, execution, people-oriented, customer-driven, mutual benefit and win-win situation, social responsibility, emphasis on process management, the establishment of learning organization and systematic management. The students present were bestowed with a very valuable experience in corporate management.

In the Q&A session, some students questioned, “Nowadays, China’s manufacturing industry is moving to Southeast Asia and will China’s manufacturing industry still meets a bright future?” President Zhou thinks that China’s manufacturing industry is still promising and greatly restores the vigor of China’s manufacturing industry, especially when RMB is devaluating recently. When answering the question of how to balance the relationship between B2B and B2C, Zhou holds that this is a problem always confronted by cross-border e-commerce and to solve it, an enterprise can try to use different brands to achieve multi-brand management; additionally, different kinds of products should be used and there has to be a clear distinction between B2B and B2C products. Some students also asked President Zhou on the dollar exchange rate movements and the prospects for the development of China's industry. He answered that the dollar is affected by the global economy while RMB is mainly determined by China's economic policies and the exchange rate can exert a significant influence on the development of Chinese enterprises.

After that, Secretary Xu Zhichao awarded general manager Zhang Fang and President Zhou Zongyou with a letter of appointment as a visiting professor of the School of Business. General Director Zhang Fang delivered a speech on Big Data and smart city and he mentioned that Guangzhou Broadband Backbone Network Co. Ltd. develops fiber network covering Guangzhou, and actively seeks development and transformation. The Company has carried out an in-depth study of cloud computing and big data and become the first batch of companies using the cloud computing in cities. After four to five years of development, it stands in the forefront of this industry. President Zhou Zongyou also expressed his feeling of being a visiting professor and he thinks “visiting professor” for him is both “acknowledgement” and “responsibility”.

Through this MBA lecture, MBA students have benefited a lot and everyone present can learn from the experience of Ying Hao and seek an effective development path of entrepreneurial innovation.