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The German nation began to industrialize very late, and when Britain and France completed the industrial revolution, Germany was still an agricultural country. After the Germans entered industrialization, they went through a "copycat stage" similar to that of China today: learning from Britain and France, stealing other people's technology, and imitating other people's products. For this reason, the British Parliament also specifically passed an amendment to the "Trademark Act" on August 1887, 8, requiring all German imports into the British mainland and colonial markets to be marked "Made in Germany". "Made in Germany" was actually an insulting symbol at the time.

At the beginning of Germany's industrialization era, university scientific research was completely out of touch with the field of production. Although the "World Science Center" was in Germany at that time, Americans were very smart. After they got their degrees in Germany and returned to China, they did not blindly go to colleges and universities to do research, but entered the market to set up businesses.

In the early 19s, German scientists went to the United States to take a look and found that American industrial products have the highest technological gold content. Only then did they clearly put forward the policy of "combining theory and practice" and began to vigorously promote the development of applied science. Because Germany has a solid foundation in basic science, it quickly established a connection between scientific theory and industrial practice, thus combining world-class teams of scientists, engineers, and skilled workers in half a century. Leading the "internal combustion engine and electrification revolution", the German industrial economy obtained a leap-forward development.

Since then, German machinery, chemicals, electrical appliances, optics, kitchen utensils and sporting goods have become the world's most excellent products. "Made in Germany" has become synonymous with quality and reputation. Almost all of Germany's most famous companies have grown up from that era. They have maintained a worldwide reputation to this day.

Cherish the "name behind" and not be greedy for "immediate benefits"

Germany is not a nation that "loves the new and dislikes the old". Germans like things with experience, historical memory, and cultural memory. I know a German professor who still has a tube radio as big as a wooden box produced in the 60s. Because of its good quality, it is still in use. I asked him, "Do you still use such an old thing?" He said, "Yes, when I saw it, I remembered the story that happened next to the radio when I was young. To me, this is more than anything. Be precious!"

The ballpoint pen made by the German fell on the ground more than 10 times, and it can still be used when picked up. Residential houses built in Germany will not collapse for 120 years. Even if they are destroyed by war, the Germans must rebuild them as they are.

There is a photo of a German building called "Unchanged Germany". It shows a house built by the Germans after World War II, completely in the style of the late Baroque and Rococo era in the Middle Ages. why? After World War II, almost all cities in Germany were in ruins. The old houses were basically destroyed by the war. The Germans felt very distressed because the Germans just liked their own culture. How to do? The Germans must find out the photos of the year and find out the design drawings of the year, and they must be rebuilt one by one. Today you go to Germany to see, most cities do not have any modern buildings, almost all of them are Baroque and Rococo styles.


The Royal Opera House in Germany was completely destroyed by American planes in World War II. The Germans felt very distressed. The opera house was built in the past 200 years, but it was destroyed. How to do? After World War II, the Germans circled the ruins and hired a group of scientists, cultural scientists, archaeologists, architects, and skilled workers, about hundreds of people. It took 35 years to break this pile of broken bricks. The tile has been reinstalled again. If you look at the Wangjia Opera House now, you can't see how it was reinstalled after the bomb exploded. This building has become a "world cultural heritage". People from the UNESCO said, "This action itself belongs to the world cultural heritage." It is precisely because Germany loves and respects its own culture to such a degree that it is called "unchanged Germany".

Since Germany's economic development does not depend on the real estate market, it is difficult for a German architect to get a construction project. After finally winning the bid, he will definitely design it carefully, make it a fine art, and make it Fame forever. Therefore, in Germany, you will never see that two buildings are the same. Therefore, it is said that what German architects value is not "immediate advantage" but "name behind".

Do business only once for one person

At a press conference, a foreign reporter asked Peter von Siemens: "Why does a Germany with a population of 8000 million have more than 2300 world-famous brands?" The president of Siemens replied: "This depends on the working attitude of our Germans and the attention to the details of every production technology. Our German employees have the obligation to produce first-class products and provide good after-sales service."

At that time, the reporter asked him: "Isn't the ultimate goal of a company to maximize profits? What about its obligations?" Siemens CEO replied, "No, that is British and American economics. We Germans have our own economics. . We Germans pursue two points in economics: First, the harmony and safety of the production process; Second, the practicability of high-tech products. This is the soul of enterprise production, not the maximization of profits. Enterprise operation is more than just It is for economic benefit. In fact, observing corporate ethics and striving for excellence in manufacturing products are the inherent responsibilities and obligations of our German companies!" Speaking of "bundance duty", what does "bundance duty" mean? It is "what God wants you to do".

In Germany, no company has become rich overnight and quickly became the focus of the world. They are often "small companies" or "slow companies" that focus on a certain field and a certain product, but there are very few "bad companies" and no "fake companies". Most of them are world-renowned companies with more than 400 years of experience and a high focus on product quality and value. They are also called "hidden champions." There is a wine workshop in Germany, almost 1871 years old. I stayed by accident during the Second World War, and fortunately not been bombed by an American plane. The Continental Tire Company in Germany was established in 1920, and now almost every prefecture-level city in my country has its branch. Adidas in Germany was founded in 94 and has a history of more than XNUMX years. As you can see, companies of this kind in Germany have a long history.

German products do not fight price wars and do not compete with their peers. First, because of the protection of the industry, and second, because price is not everything, a price war may plunge the entire industry into a vicious circle. German companies are pursuing profits, but as long as they can guarantee basic profits and have money to make money, Germans are not so greedy and endlessly pursuing profits, but have to consider longer-term and sustainable development issues. Therefore, the Germans would rather "make part of the profits be transformed into higher-quality products and better services while ensuring basic profits."

I once chatted with the manager of a Fissler cookware store in Berlin. I said: "Your German man-made pans can last for 100 years, so every time you sell a bite, you actually lose a customer. People don’t need to look for you anymore. Look at Japanese man-made pots, it’s over 20 years, and customers have to look for him again every 20 years. Think about it carefully, are you worth it? Why do you make things so strong? What? Make it shorter. Can't you make more money?"

The manager replied to me like this: "Where else, everyone who bought our pot does not need to buy it a second time. This will be well-known and will attract more people to buy our pot. We are too busy now. Come on! Our kitchenware factory was converted from the old arsenal after World War II. It sold more than 1 million pots in just a few decades. Do you know how many people there are in this world? Nearly 80 billion Now, there is still a big market with more than 70 billion people waiting for us!” You see, Germans have different ideas, and their marketing strategies are also different. A business can be done once in your life. , Let you say that his things are good, this will infect another person, who will become his customer, and then infect a third person, who did this thing.

Explore the essence, consider the long-term

Today, there are only three cities in Germany, namely Berlin, Hamburg, and Frankfurt, which are designated as "international cities". They will also be declared as "unfortified cities" after the war. The other cities are small and medium-sized cities. The vast majority of Germans live in cities with 5, 10, 15, and 20 people. Even cities with a population of 50 are too big for Germans. The scenery of German cities almost has this characteristic: the highest part of the city skyline must be the spire of the church, and no building can exceed it.

I once talked to a German professor about this issue: Why can Germans be punctual? He preached: "If a city is small, it is easy to be punctual. In order to be punctual, the city must be designed to be smaller. If you want to avoid traffic jams in the city in the'auto popularization era,' you need two conditions. First, The first condition is that any building should not exceed five floors. In Germany, if you want to build a tall building with more than six floors, you must pass a vote by the parliament. The second condition is that half of the space in any city must be a road. As long as you do it at the same time After these two points, there will be no traffic jams in the city."

Today, Germans generally only build tall buildings in Berlin, Hamburg, and Frankfurt, which are also world-class tall buildings, but there is one condition. When such tall buildings fall from any direction, they cannot be crushed to another building. Therefore, the higher the building, the larger the open space around. This is called "exploring the essence of things and determining long-term strategies." When Germans build a house, they must consider what happens when it falls.

Germany does not believe in quality and low prices

The advantage of "Made in Germany" is not in price. Even the Germans admit that "German goods are good quality and not cheap." You can negotiate the price with the Japanese, but you can't cut the price with the German. The Germans do not even admit that there is such a thing as "good quality and low price". The advantage of "Made in Germany" lies in its quality, its know-how to solve problems, and its excellent after-sales service. The general products developed by German companies are world-leading and highly difficult products that cannot be manufactured in other countries for a while. More than 30% of German exports are exclusive products without competitors in the international market. The industrial products produced by the Germans, ranging from tunnel boring machines for digging subways, to staplers for secretarial work, are the world's first in terms of quality.

All German products for children under 3 years old must not contain any artificial additives and must be natural; all milk powder is listed as a drug supervision; all mother and baby products are only allowed to be sold in pharmacies, not supermarkets; all chocolates are regulated To use natural cocoa butter as raw materials for processing and production; all health care and skin care brands must have their own laboratories and plant gardens to ensure that they are made from natural and organic materials.


The non-industrial chemical products produced by the Germans, such as detergents, hand sanitizers, and detergent, in addition to cleaning and sterilizing effects, most of them use biodegradation technology, which means that the chemical components in them are decomposed by microorganisms. Minimize chemical damage to the human body. The filter kettle produced by the Germans can filter both inorganic and organic harmful substances and is rich in magnesium. The water filtered by the German filter kettle is slightly sweet.

German pots and pans have natural antibacterial and high-temperature resistance properties, which are energy-saving and environmentally friendly, and have excellent thermal conductivity. People say, "With this kind of German pots, a candle can make a delicious meal." German production A pot can last for 100 years, so many Germans use pots passed down from grandma. For Germans, you only need to buy any kitchenware once in your life, you don't need to buy it a second time, because you won't use it in your life. The pot used for simmering the soup made by the Germans is entirely made of steel. It is so heavy that a man can’t move it. There are strange patterns on the inside of the lid. I asked a German seller: "Why do these patterns? "" He said: "After it is covered, the water vapor can circulate naturally up and down, and it is not easy to dry. This is a technique." German pots and pans are tightly covered, saying that if you cook in three minutes, you can cook in three minutes. It can save you a lot of gas bills.

I once asked a German entrepreneur why German products are "usable for 100 years" at every turn? He replied: "There are two reasons for this. One reason is that we in Germany have no resources. Almost all important industrial raw materials are imported from abroad. Therefore, we must make the best use of our materials and extend the service life as much as possible. It is the biggest saving of raw materials. Another reason is that we Germans believe that the quality of products is mainly reflected in whether they are'durable'."

Article reprinted from Chief Brand Officer micro-channel public number, author: Lee really work

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