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Manufacturing companies open their own "back kitchen", reflecting the openness and confidence of the company.
At present, many enterprises in the automobile, electronics, shipbuilding and consumer goods industries in developed countries have visited factories. Through visits and visits, showcasing the characteristics of their products, promoting their product quality and corporate culture, and achieved good results.
There was a time when the kitchen of Haidilao Hot Pot was screened by the news. In the eyes of the public, the food is clean, the dishes are of high quality, and the service is the best. The chefs in the hot pot restaurant, which is a model of the industry, have been thrown into the food cabinet. The hot pot spoon used by the diners is used to pass through the sewers, making many fans of the sea fishing extremely angry.
Although the public relations crisis in Haidilao is very good, Haidilao has apologized and assumed all the responsibilities in just 4 hours, but the shadow is lingering. Even if Haidilao promises to rectify, can diners really trust it?
Let's take a look at Ding Taifeng, Michelin one-star shop, the kitchen of each store is a transparent kitchen, chefs and small workers are busy in the store. In addition to Din Tai Fung's buns, the open kitchen is also more safe for the diners. It seems that if Haidilao wants to regain the trust of the guests, it should also learn from Ding Taifeng to open up its own kitchen.
"transparent" factories in developed countries
The restaurant is like this, and so is the manufacturing industry. Germany, the United States and Japan, many well-known companies not only open their own "back kitchen", but also made the industrial tourism industry, very popular, reservations often have to be more than two or three months in advance. For example, BMW, all automakers are open to the public, including the Tiexi factory in Shenyang. The e-works German Industry 4.0 delegation has visited BMW, Audi, Volkswagen, Mercedes-Benz and MAN factories, each with its own characteristics. The automatic spraying robot of the BMW Munich factory, the high automation of the Audi A8 and the manual customization of the R8, the MAN factory truck axle and the vehicle assembly application AGV, etc., are all impressive.
The Ford Motor Rouge plant in the United States has built a museum next to the F-150 factory, allowing viewers to experience the history of Ford and experience the combination of two robots, laser technology and 4D effects to showcase the car assembly process and then visit the production line. Way, fall in love with the F-150 "Wild Horse". Boeing's aircraft assembly line has become a prominent industrial attraction in the Seattle area. The e-works Japan Smart Manufacturing Mission also visited the Toyota Motor Show and Factory in Japan, and experienced the development of automotive technology and Toyota's TPS.
E-works Germany's 5th German Industry 4.0 delegation visited Glashütte's original watchmaking factory. Although Glashütte is not well-known in the top watches, the members of the delegation have all the exquisite craftsmanship and craftsmanship after visiting the watchmaking process that combines modern CAD/CAM technology with hand-made assembly. The spirit was impressed and felt worthwhile. At that time, two members bought a pricey watch. This experiential marketing is undoubtedly very successful.
Companies that dare to open up the “back kitchen” show openness and confidence
Manufacturing companies open their own “post-cooking”, allowing customers to experience the production, testing, logistics, testing and other processes of products, demonstrating the application of automation and IT systems, reflecting the openness and confidence of the company. For example, the e-works US delegation visited the John Deere factory twice. In the context of the market downturn, John Deere is still investing heavily in the intelligent transformation of the workshop, establishing a number of intelligent manufacturing units, highlighting the company's Confident and forward-looking.
In fact, the core competence of an enterprise should be more reflected in the ability to innovate, market positioning, process formulation and management, not just the production process. Therefore, companies do not have to be too "hidden." When visiting foreign companies, it is forbidden to take pictures, and even do not allow mobile phones to enter the factory. This is confidential on the one hand and does not affect production on the other. In addition to companies that are fully open to visit, many companies in Germany can make reservations for visitors who have commercial value and are not competitors after reviewing the background of the visitors.
At present, many enterprises in the automobile, electronics, shipbuilding and consumer goods industries in developed countries have visited factories. Through visits and visits, showcasing the characteristics of their products, promoting their product quality and corporate culture, and achieved good results.
In this regard, China is still in its infancy, and only a few beer, health care products, and home appliance companies have begun to try to visit factories. It is still very difficult to enter some well-known companies to visit and study. It is often necessary to "go back door." Or organized by the government department, during the meeting, as a typical model reception, but often just a walk. Most companies still think that "the peers are the best" and only accept their own big customers to visit. In addition, there are also some enterprises in China that over-package companies visit and charge high fees, which makes people feel resentful.
I hope that in the future, more confident, forward-looking and uniquely competitive Chinese manufacturing companies will be able to open their own “back kitchens”, allowing more customers and even the public to enter the company, enter the product showroom and enter the factory. It not only demonstrates advanced processes and automated production lines, but also demonstrates the strength of the company, enhances brand influence through experiential marketing, and promotes product marketing. At the same time, through open visits and exchanges, learn from each other, and jointly improve and promote the transformation and upgrading of Chinese manufacturing enterprises.