The German nation started industrialization very late. When Britain and France completed the industrial revolution, Germany was still an agricultural country.
But now, in this country with a population of only 80 million, there are more than 2,300 world brands. What is the reason for the world-renowned "Made in Germany"?
1. "Made in Germany" used to be an insulting symbol
After the Germans entered industrialization, they also went through the "copycat stage": learning from Britain and France, stealing other people's technology, and imitating other people's products.
For this reason, the British Parliament also passed the amendment to the Trademark Law on August 23, 1887, requiring all German imports entering the British mainland and colonial markets to be marked "Made in Germany". "Made in Germany" was actually an insulting symbol at the time.
When Germany entered the era of industrialization, scientific research in universities was completely disconnected from 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 just go to colleges and universities to do research, but entered the market to start businesses.
In the early 1890s, German scientists went to the United States and found that American industrial products had the highest technological gold content. Only then did they clearly put forward the policy of "combining theory with practice" and began to vigorously promote the development of applied science. Due to Germany's strong foundation in basic science, it quickly established the connection between scientific theory and industrial practice, thus combining world-class scientists, engineers and skilled workers in half a century. He led the "Internal Combustion Engine and Electrification Revolution", which enabled the German industrial economy to develop by leaps and bounds.
Since then, German machinery, chemicals, electrical appliances, optics, kitchen utensils, and sporting goods have all become products of the highest quality in the world, and "Made in Germany" has become synonymous with quality and reputation. Almost all the most famous companies in Germany grew up from that era. They maintain a worldwide reputation to this day.
2. Cherish the "fame behind you" and not be greedy for "benefit in front of you"
Germany is not a nation that "likes the new and dislikes the old". Germans like things with experience, historical memory, and cultural memory.
The ballpoint pen produced by the Germans 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.
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There is a photo of German buildings called "Unchanged Germany", which shows the houses built by the Germans after World War II, which are completely in the style of the late medieval Baroque and Rococo eras. Why? After World War II, almost all cities in Germany were in ruins, and those old houses were basically destroyed by the war. The Germans were very distressed, because Germans just like their own culture. what to do? The Germans desperately want to find out the photos and design drawings of the year, and must rebuild them one by one as they were. If you go to Germany today, most cities don’t have any modern architecture, and almost all of them are in the style of the Baroque and Rococo era.
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 winning the bid, he will definitely design it carefully, make it a fine art, and make it Live forever.
Therefore, in Germany, you will never see two buildings that will be the same. Therefore, it is said that what German architects pay attention to is not "benefit at the moment", but "fame behind".
3. One person only does business once
At a press conference, a foreign reporter asked Peter von Siemens: "Why does Germany, with a population of 80 million, have more than 2,300 world famous brands?"
The president of Siemens AG answered him in this way: "It depends on the working attitude of our Germans and our attention to every technical detail of production. Our German employees are obliged to produce first-class products and provide The obligation of good after-sales service.”
At that time, the reporter asked him: "Isn't the ultimate goal of an enterprise the maximization of profits? What's the obligation?"
The president of Siemens replied, "No, that is the economics of the United Kingdom and the United States. We Germans have our own economics. Our German economics pursues two points: first, the harmony and safety of the production process; Practicality. This is the soul of enterprise production, not the maximization of profits. The operation of enterprises is not only for economic interests. In fact, it is the inherent duty of our German enterprises to abide by corporate ethics and strive for excellence in manufacturing products. and duty!"
German products do not engage in price wars and do not compete with their peers. First, because of industry protection, and second, because price does not determine everything. A price war may plunge the entire industry into a vicious circle. German companies want to pursue profits, but as long as basic profits can be guaranteed, there is money to be made. Germans are not so greedy and endlessly pursuing profits, but should consider longer-term and sustainable development issues. Therefore, the Germans prefer to "transform part of the profits into higher-quality products and better services while ensuring basic profits."
I once chatted with the manager of a Fissler pot store in Berlin, and I said: "Your German-made pots can last for 100 years, so for every bite you sell, you actually lose a customer. People don’t need to look for you. Look at their Japanese-made pots, which will end after 20 years of use, 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 about it? If you shorten its lifespan, wouldn’t you be able to make more money?”
The manager answered me like this: "Where, all the people who bought our pot don't have to buy it again. This will be well-known and attract more people to buy our pot. We are too busy now. Come on! Our kitchen utensils factory was converted from the former arsenal after World War II. In just a few decades, we sold more than 100 million pots. Do you know how many people there are in this world? Almost 8 billion Now, there is still a large market of more than 7 billion people waiting for us!"
You see, Germans think differently, and their marketing strategies are also different. A business is done once in your life, and if you say something good about him, it will infect another person. This person will be his customer again, and then infect the third person. This is what they do.
4. Germany does not believe in good quality and low price
The advantage of "Made in Germany" does not lie in the price. Even the Germans admit that "German products are not cheap". You can negotiate the price with the Japanese, but you can’t cut the price with the Germans. The Germans don't even admit that there is such a thing as "high quality and low price".
The strength of "Made in Germany" lies in its quality, its problem-solving know-how, and its excellent after-sales service. The general products developed by German companies are world-leading and difficult products that cannot be produced by other countries for a while. More than 30% of Germany's export commodities 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 small staplers for secretarial work, are the world's number one in terms of quality.
All products for children under 3 years old in Germany must not contain any artificial additives and must be natural; all milk powder is listed as a drug regulation; all maternal and child products are only allowed to be sold in pharmacies, not supermarkets; all chocolates are regulated To use natural cocoa butter as raw material for processing and production; all health care and skin care brands must have their own laboratories and plant plantations to ensure that the materials are of natural and organic quality.
The non-industrial chemical products produced by the Germans, such as detergents, hand sanitizers, and detergents, in addition to cleaning and sterilizing effects, most of them adopt biodegradation technology, that is, rely on microorganisms to decompose the chemical components in them. Reduce chemical harm to the human body to a minimum. The filter jug 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 have natural antibacterial and high temperature resistance properties, which are energy-saving and environmentally friendly, and have excellent heat conduction effects, so that people say, "Using this kind of German pots, one candle can make a delicious meal." German-produced A pot can be used for 100 years, so many Germans use pots passed down from grandma.
For Germans, any kind of kitchen utensils only needs to be bought once in a lifetime, and there is no need to buy it a second time, because you will never use it badly in your lifetime.
The soup pots produced by the Germans are entirely made of steel, so heavy that even a man can hardly hold them. There are strange patterns on the inside of the lid. I asked a German salesman: "Why do you have these patterns?" ?” He said: “After it is covered, the water vapor can circulate up and down naturally, and it is not easy to burn dry. This is a kind of technology.” The German pots and pans are covered with tight seams. Can save you a lot of gas bills.
I also once asked a German entrepreneur, why do German products "can be used for 100 years" at every turn?
He replied: "There are two reasons for this. One reason is that we have no resources in Germany, and almost all important industrial raw materials are imported from abroad, so we must make the best use of them and extend the service life as much as possible. It is the greatest saving of raw materials. Another reason is that we Germans believe that the quality of a product is mainly reflected in whether it is 'durable'."
