Tao Te Ching and Wuwei Management

Chapter 61 4 "See the simple and embrace the simple", the reputation makes the enterprise brilliant
Integrity is a must for people, and reputation is a must for an enterprise.

See simplicity and simplicity, less selfish desires.

—— "Tao Te Ching" Chapter 19

As the saying goes, "Only honest people can entrust big things." Integrity is not only a necessity for dealing with people, but also the cornerstone of doing business.In today's market, everything from toothbrushes to financial services has become a commodity.Because products, services and technologies are so easy to imitate, corporate reputation has become a decisive basis for determining customer purchase orientation.It can be said that reputation is the key point to establish a brand.

I believe that readers who have watched the TV series "The Mansion Gate" will know that Beijing Tongrentang is a rare century-old store and a "golden brand" in the Chinese pharmaceutical industry.

Tongrentang was founded in the eighth year of Emperor Kangxi of the Qing Dynasty. Since 1723, it has been enshrining imperial medicine, and it has gone through eight generations of emperors for 188 years.In the course of more than 300 years of ups and downs, Tongrentang people of all generations have always adhered to the ancient motto of "Don't dare to save manpower even though the processing is complicated, and don't dare to reduce material resources even though the taste is expensive", and established the self-discipline of "Cultivation is not seen by others, and God knows with intentions" Consciousness has created a rigorous spirit of conscientiousness and excellence in the pharmaceutical process. Its products are well-known at home and abroad for their "unique formula, high-quality material selection, exquisite workmanship and remarkable curative effect".

At the beginning of opening, Tongrentang has attached great importance to the quality of medicines and guaranteed them with strict management. In 1702, Le Fengming, the third son of the founder Le Xianyang, opened Tongrentang Pharmacy on the basis of Tongrentang Pharmacy. The doors are collected into a book.In the preface of the book, Le Fengming pointed out that "after following the elbow and distinguishing real estate, although the processing is complicated, he must not dare to save labor; although the taste is expensive, he must not dare to reduce material resources." Medication, proportioning and process specifications have been handed down from generation to generation, which has cultivated the good reputation of Tongrentang.

For more than 300 years, in order to ensure the quality of medicines, Tong Ren Tang has insisted on strict selection of materials.In the beginning, in order to enshrine imperial medicines and win the trust of customers, Beijing Tongrentang established a tradition of making medicines with strict selection of ingredients, maintaining good efficacy and reputation.After the founding of New China, in addition to strictly following the high-quality drug standards clearly stipulated by the state, Tong Ren Tang also adopted special methods for special medicinal materials to ensure their high quality.For example, the pure-bred black-bone chickens used to make the black-bone chicken Baifeng pills are specially raised by the Beijing Medicinal Materials Company in the pollution-free suburbs of Beijing. The feed and drinking water are strictly controlled. Once a slight variation in the feathers and flesh of the black-bone chickens is found, they will be eliminated.This well-fed purebred black-bone chicken has pure texture and mellow smell, and the quality of various amino acids contained in it is consistent, which ensures the quality standard of Wuji Baifeng Pills.

Chinese patent medicine is the main product of Tongrentang. In order to ensure the quality, in addition to the unique prescription and high-quality materials, strict and exquisite process regulations are very necessary.If the processing is not in accordance with the process regulations, the detoxification or synergistic effect cannot be reflected, or the quality is affected by various adverse factors, which will not only affect the efficacy of the drug, but even endanger the health and life safety of patients.The Chinese patent medicines produced by Tongrentang have hundreds of processes from the purchase of raw materials to packaging and delivery. Each process of processing each drug has strict technological requirements. The amount of feeding must be accurate, and the feeding error control of various precious fine materials Below micrograms.For example, rhinoceros horn, natural bezoar, pearls, etc. should be ground into the finest powder. In addition to sterilization, they must meet the specified number of holes to ensure the fineness of the powder. In addition, the color must be uniform, without lines, spots, and impurities. .

From the original Tongrentang pharmacy and Tongrentang pharmacy to the current Beijing Tongrentang Group, it has experienced the historical vicissitudes of the Qing Dynasty from strong to weak, several foreign invasions, warlord melee, and the New Democratic Revolution. Its ownership form, corporate nature, and management methods Fundamental changes have also taken place, but Tong Ren Tang has survived for several generations, has an outstanding reputation at home and abroad, and has established a gold-lettered signboard, which can be called a miracle in the history of the pharmaceutical industry.

In fact, between enterprises and customers is a process of repeated games.For example, on the way home from get off work, you go to the vegetable market to buy vegetables as usual. When you have doubts about the price or quality of a certain vegetable, the aunt who sells the vegetable will often say: "Don't worry, I have been It’s sold here!” This simple sentence contains profound game theory thinking: I sell and you buy is an infinitely repeated game. If I lied to you today, you will never buy from me again in the future, so I will not trick you.After hearing the above sentence from the aunt, people often dispel their doubts and buy vegetables to go home.

Every enterprise that wants to operate for a long time is like the aunt who sells vegetables, playing repeated games with customers, so being honest is not just a moral act, because the interests of the enterprise will be damaged if the customer does not cooperate after being deceived once.Therefore, enterprises should establish a corporate culture that emphasizes integrity management.

People have some so-called bad roots, and it is inevitable to become snobbish in the business process.But remember not to be completely snobbish. You must know that while fraud brings short-term benefits, it will cause you to suffer more long-term losses.Enterprises sell reputation, not products.Consumers give praise to enterprises without any intention, which is well-known, which is reputation.This reputation is priceless and the most valuable and reliable market resource.

(End of this chapter)