How far is it from the commercial eco civilization

· Authorized the international air newspaper published exclusive author's column ·

Every entrepreneur and leading enterprises must deeply understand the continuing healthy of mind and will of organizations, regardless of the age of industrialization, bubbles and hurt only less and less, a harmony, health, sustainable business era of ecological civilization will come

How far is it from the commercial eco-civilization?

Wen·Yuqing teaching

Worldwide, on "global warming is real tough" arguments more and more intense, in all reason, I think that "human activities are the main cause of climate warming" argument is most convincing and scientific basis. Causes of global warming may have to go on arguing, but now we are most concerned about global warming--the consequences of global redistribution of precipitation, glaciers and permafrost melting, sea-level rise, and so, endanger the natural balance of the ecosystem, more threats to human food supply and living environment. Large earth activity, small business, we are full of worries for ecological balance and civilization.

There is no doubt that we now United States financial crisis the eye of the storm getting closer. Media reports that the collapse of a large number of export processing enterprises along Guangdong coast, resulting in many migrant workers on the road to return home. Statistics indicate that, Yangtze River Delta and Pearl River Delta had died in the first half of this year 67,000 small and medium enterprises, in October and a new round of small and medium-sized firms tide.

Various signs indicate that Chinese businesses in 30 years rapid growth path end, Chinese enterprises have to in addition to crisis moments of transformation have no choice. As the United States subprime mortgage crisis and the further spread of the Wall Street financial crisis, labour-intensive industry entities such as the dramatic impact of economy is unprecedented, this crisis is not reflected in the sharp decline in the order, on the enterprise was forced to stop production, massive layoffs, lower income, more terrifying is that the whole industry chain of confidence is being more and more obvious impact.

Clearly, the crisis we face is out of the General level of concern, such as the collapse of negative growth, a loss, changes in the economic environment as a whole that all hope of ecological civilization in building, remodeling business leader have to reselect the most basic health and survival.

Management guru bide·shengji think, one of the biggest crises are sometimes not environment, but fear, because fear we will turn a blind eye, for fear we'll accusations, for fear we would have thought a rigid. China household electrical appliances, this fear comes from the excessive competition of breakthrough comes from the wrong to industry and its development orientation. Previously when the global financial crisis all disguise and packaging problems presented when many people suddenly panicking, suddenly feel that they are engaged in industry become a sunset industry, suddenly found the entire team and system immunity in lower, suddenly found more and more barriers to trade and patent the heavily guarded sth So many sudden us by surprise, but do we really want to return to commercial eco-civilization this fundamental question.

BMW in recycling old cars in the process of manufacturing a new car, saving hundreds of millions of dollars in expenses, continued to adhere to the awareness-raising and the accumulation of knowledge, enable BMW to cycle of industrialization strategy of civilized practice has reached unprecedented heights. BMW more is to consider the full life cycle of a product from scratch, taking into account the most original natural systems, not just the finished product manufacturing, sales, BMW pay more attention to the recycling of life patterns. Purpose I give BMW example is asking, don't you think it's a very good reference for Chinese enterprises learn from?! --How to reduce the destruction of the environment through energy conservation, and how to develop and support a low carbon economy, how to get products completed it in line with the life cycle of ecological civilization, how to achieve when the crisis came less fear, obtained from less excess and waste?

30 years ago shell did a study and found that even in the global Fortune 500 companies, to last 30 years, few long life company is 50. Summary found longevity company has four a features, a is identity sense beyond has "we do what" and on "we is who" of cognitive; second is on unknown, and on external world has open of tolerance attitude, recognized insufficient, recognized own need learning; its three, conservative of financial policy, master own of fate, never borrowing expansion; its four, on environment keep sensitivity, sense, and generated Yu enterprise of overall run in the, citizens identity is enterprise how operations of inevitable of "by-products". I think that, regardless of the economic development, no matter how the industry changes, only invariant is maintained on the fear of man and nature, and was careful to sustain learning ability, and know how to be grateful.

Back to our present construction of harmonious society to implement the scientific concept of development, I think that this is not a slogan and the Enterprise way, really is the issue of how sustainable health of enterprises. Health depends on the health of the whole supply chain of an enterprise, whether it is the production of food or energy. United States subprime mortgage financial crisis, Wall Street put it plainly is added to a future anticipated financial products and exaggerated, foam, false, irresponsible, "fierce" through leverage (advertising), security (excessive marketing) result of the interaction. Surface Wall Street when he wins, lose now than who actually are miserable, also to pull the world's people to pay for them. Ecological civilization construction of turning a blind eye to business "Wall Street" doomed to death a grand time, no one would have been foolish, even how financial derivatives dressed in ornate cloak and honor.

Numerous cases have also proved that long life company and the short-lived company one of the most essential difference is that longevity company first sees itself as a living human community, exposure and harmony, not just profit machines. Enterprises pursue maximum profit was understandable, but to get carried away by hook or by crook is not good. Step back and say, enterprise if not creating value for customers, but it is not used to harm our customers, or must pay a price.

Therefore, how to rebuild a relationship between enterprises and customers became Chinese Enterprise face of business to solve the urgent problems of ecological civilization. Such an important business systems problems, perhaps it is difficult to rely on the review of Drucker expositions on business purpose to the ideal solution, it is imperative that, I think the community has really started the law to solve the problem of companies failing to stick to the bottom line, ethical, and increase the penalties for such acts of intentional injury of customer enterprise, improving their mistakes cost. Only by so doing to reduce commercial ecological civilization has to go around apologising to further harm.

Three phases of the world economy deteriorated and future economic uncertainties brought us not only a rapid breakthrough thinking, more healthy lives, ensuring security for the winter, how then do the next 10 years, 30, 50 years. Ecological civilization of Chinese companies to build their business, first of all, must from now on, from the local community to start thinking about how to establish with sufficient power to achieve the goal of Chinese manufacturing enterprise power, must, starting from their own profound cognitive our identity, maintaining sensitivity to customer needs and product safety and quality assurance, tireless pursuit of value, environmental protection and innovation.

Do not do the world top 500, 50 or 100 years but enterprise sth Every entrepreneur and leading enterprise if generation extended such a healthy state of mind and will, regardless of the age of industrialization, bubbles and hurt less and less, a harmony, health, sustainable business ecology civilization era really come.