Manufacturing enterprises open their "kitchen" , reflecting the openness and self-confidence of enterprises.

At present, the developed countries of the automobile, electronics, shipbuilding, consumer goods and other industries have a lot of enterprises have carried out factory visits. Through the visit and inspection, display their own product characteristics, promote their product quality and corporate culture, and achieved good results.

There was a time when the back of Haidilao hotpot was all over the news. In the eyes of the public, the food is clean and hygienic, the dishes are of high quality, and the service is the best. It has been revealed that the back kitchen of the hotpot restaurant, which can be regarded as a model in the industry, has been infiltrated by rats into the food cabinet. The hotpot spoons used by the diners are used to drain the sewer, has made a lot of fans in Haidilao very angry.

Although Haidilao did a very good job in the crisis public relations, in just four hours Haidilao made an apology and took all the responsibility, but the shadow is still lingering. Can Diners Really Trust Haidilao, even with its promises of change?

Or consider Din Tai Fung, a Michelin starred establishment with a transparent kitchen in the back, where cooks and coolies are busy. In addition to Ding Tai Feng steamed stuffed bun taste outstanding, the open kitchen can also give diners a sense of security. It seems that Haidilao to win back the trust of guests, should also learn from Din Tai fung open their own kitchen.

The "transparent" factories of the developed world

So it is with restaurants, so it is with manufacturing. Germany, the United States and Japan, many well-known enterprises not only open their "kitchen" , but also into the industrial tourism industry, is very popular, often booking more than two or three months in advance. BMW, for example, has opened all its plants, including its Tiexi plant in Shenyang. The Industry 4.0 has visited BMW, Audi, Volkswagen, Mercedes Benz and MAN factories. BMW Munich factory's automatic spray robot, Audi A8's high degree of automation and R8's manual customization, MAN factory truck bridge and vehicle assembly application AGV, all impressed us.

The Ford Rouge plant in the United States, has set up a museum next to the f-150 plant, where visitors can watch Ford's history and experience the process of assembling a car using a combination of two robots, laser technology and 4D effects, and visit the production line and fall in love with the f-150 Mustang. Boeing's aircraft assembly line has become a famous industrial attraction in the Seattle area. The e-works Japan smart manufacturing mission also visited the Toyota Assembly Hall and plant in Japan, where they experienced the cutting edge of automotive technology and Toyota's TPS road.

The e-works German industry 4.0 delegation visited Glashütte Original's original watchmaking factory. Although Glashütte Original is not well known among the top watchmakers, members of the delegation visited the watch making process, which combines modern CAD / CAM technology with hand made assembly, impressed by their craftsmanship and craftsmanship, two members of the group bought expensive wristwatches at the time. This kind of experiential marketing is undoubtedly very successful.

Dare to open "kitchen" enterprises, showing openness and self-confidence

Manufacturing enterprises open their own "kitchen" , so that customers experience the production, testing, logistics, testing and other processes, showing the application of automation and IT systems, reflecting the openness and confidence of enterprises. For example, the e-works delegation visited John Deere's factory twice. Despite the market downturn, John Deere still invested heavily in the intelligent transformation of the workshop and built many smart manufacturing units, shows the confidence and forward-looking business.

In fact, the core competence of an enterprise should be reflected more in innovation ability, market orientation, process formulation and management level than just the production process. Therefore, the enterprise also does not have to be too "to hide behind" . When visiting foreign companies, it is forbidden to take photos or even to bring mobile phones into the factory. On the one hand, such secrecy, on the other hand, it will not affect production. In addition to fully open companies, there are a number of German companies that can make an appointment and, after checking the background of the visitors, open the site to non-competitors who have business value to them.

At present, the developed countries of the automobile, electronics, shipbuilding, consumer goods and other industries have a lot of enterprises have carried out factory visits. Through the visit and inspection, display their own product characteristics, promote their product quality and corporate culture, and achieved good results.

In this regard, China is still at the initial stage, only a small number of beer, health products, home appliances enterprises began to try to carry out factory visits. To enter some well-known enterprises to visit and learn, but also very difficult, often need to "back door. ". Or organized by government departments, during the conference, as a typical model to receive visits, but often just passing. Most enterprises still believe that "peers are enemies" , only to receive their own large customer visits. In addition, there are individual enterprises over-packaging business visits, charged high fees, people are disgusted.

I hope that in the future, more Chinese manufacturing enterprises with self-confidence, forward-looking and unique competitive advantages will be able to open their "back kitchen" and let more customers and even the public walk into their enterprises, product showrooms and factories, not only show the advanced process and automated production lines, but also can show the strength of the enterprise, through experiential marketing to enhance brand influence, promote product marketing. At the same time, through open exchange visits, mutual learning, and common improvement, to promote the transformation and upgrading of Chinese manufacturing enterprises.