Chen Dongfeng's personal experience.

When Chen Dongfeng was a child, he faced the turbulent Cultural Revolution, but it had little influence on him. At that time, my father was the instructor of Fujian Army Construction Corps, and he was protected during the Cultural Revolution and was not greatly affected. However, the educational environment and living environment faced by teenage Chen Dongfeng are still relatively poor, because his father is going to work in the army. Everywhere, Chen Dongfeng has to change schools, usually in the local primary school in the mountainous area where he is stationed, and he has been attending six primary schools. He deeply feels that some primary schools have to go a long way to go to school, and their feet are very cold in winter; Once I had to go up the mountain to cut wood to give the school fuel for lunch delivery; Some primary schools have only two teachers, and all classes have to be taught in turn. When he was a child, Chen Dongfeng never went hungry, but his material life was still relatively scarce. One year during the Spring Festival, his mother gave him twenty cents. He was so happy that he bought a string of firecrackers happily. On the first day before dawn, he and his friends set off firecrackers everywhere, waking up everyone in the camp.

When I was in Jieyang No.1 Middle School, the food cost was 4 yuan and 50 cents a month, with an average of only1.50 cents a day. Chen Dongfeng said that despite the lack of material life, students are highly motivated to study and have a hard-working attitude towards life. At that time, the enrollment rate of Jieyang No.1 Middle School where he was located was among the best in Guangdong Province. Shortly after the resumption of the college entrance examination in the 1980s, the competition for the college entrance examination was particularly fierce, and the enrollment rate was only 3%, which was a single-plank bridge with thousands of troops. Chen Dongfeng's school can achieve such a high enrollment rate, which can highlight the learning atmosphere of students studying hard, scrambling and pursuing progress at that time, which is precious in the era of material shortage. In 1980s, China was in the historical process of transition from class struggle to economic construction, and mathematics became the most powerful tool to liberate productive forces. At that time, there was such grandiose words as "learn mathematics, physics and chemistry well, and travel around the world", which showed that China people at that time respected science and engineering. This admiration highlights the simple life philosophy of their generation-down-to-earth life. Influenced by the culture of the times, Chen Dongfeng, like many peers, is very interested in science and engineering. He chose a down-to-earth life.

1983, Chen Dongfeng's parents bought a Japanese-made 14-inch black-and-white TV set, which made them one of the first families in the town health center to own a TV set. When I first bought it, many people watched it from his window every night. Chen Dongfeng's understanding of radio set sail. He is curious about the new world of radio and always wants to know what TV is all about. That year, Chen Dongfeng just graduated from senior three and entered the college entrance examination. Teacher Wang Shunwen, the head teacher, strongly recommended him to choose the electronic engineering major of South China University of Technology. Because the radio major of South China University of Technology is very famous. Later, Chen Dongfeng went to South China University of Technology with the complex of exploring the radio world.

When Chen Dongfeng was admitted to South China University of Technology, his grandfather gave him a Japanese Sanyo tape recorder. This commemorative tape recorder is often used in social dance learning in the class, and it has also become his experimental object. The poor tape recorder is often dismantled by him, and many parts have been replaced, such as resistors, capacitors and magnetic heads. This disassembly method "greatly improved my hands-on ability and practical ability", Chen Dongfeng laughed. "After the original head is aging, the sound is very small, and there is no treble and bass. Later, after I changed the magnetic head, the sound quality improved a lot. " With the idea of more exercise and more practice, Chen Dongfeng joined the Radio Enthusiasts Association. Chen Dongfeng won the grand prize in a radio assembly competition. The prize is a transmitter component. After assembly, the microphone (MIC) can be received by radio at a distance of more than 65,438+000 meters. This made him realize the happiness brought by practice.

When talking about the friendship between college students, Chen Dongfeng felt that "the relationship between classmates was very simple in the 1980s, and I miss the friendship between classmates very much". Students help each other and learn more new things from each other. Students in Guangzhou, in particular, have a strong hands-on ability in radio and computer, which has given him great help. At that time, ballroom dancing was popular all over the country, and I lived in Dong 12 dormitory. Because of the high terrain of the dormitory, every weekend night, students from all departments can see other rooftops practicing ballroom dancing and dancing to eliminate illiteracy. This left an unforgettable memory in his college life. His Sanyo tape recorder, because of its loud voice, is often used in social dance learning in class.

In Chen Dongfeng's college life, he thinks that "positive attitude towards life" is very important, and he should challenge himself and make continuous progress. At that time, the Radio Engineering Department of South China University of Technology was one of the majors with the highest admission scores, which gathered outstanding students from all over the country. His grades in school are average, and he feels that there is a big gap with his classmates in big cities. However, he is not pessimistic. Through hard work, his grades improved rapidly and he won many awards from the school. When he graduated from the postgraduate entrance examination, Chen Dongfeng won the "first place" in all departments. "I am very proud to hear that several famous professors are competing for my postgraduate study," Chen Dongfeng said with a smile. He is glad that his efforts have finally paid off. Finally, he became a graduate student of Professor Xu, director of the Institute of Radio and Automatic Control of South China University of Technology, engaged in the research of computer speech recognition. Through the diligent study and exercise of four-year undergraduate and three-year graduate students in South China University of Technology, Chen Dongfeng has laid a solid theoretical foundation and practical ability, and is ready to devote himself to the fiery economic construction. 1990 After graduation, Chen Dongfeng is in a critical period of national economic development. Many graduates want to work in the most profitable and fastest-growing places, such as the informatization construction of Shenzhen and China electronic import and export companies and banks. In the process of job hunting, Chen Dongfeng learned that there is a huge gap between China and the best multinational companies, and he also heard about the management abuses of too many state-owned enterprises. He feels that excellent foreign-funded enterprises can provide a broad stage, learn the most advanced management, have more room for development and grow faster and better. This is also the reason why he declined the bank offer with good welfare and an "iron rice bowl" and chose Procter & Gamble, which has just entered China. That year, Chen Dongfeng was one of more than 40 college graduates recruited by P&G China in the second batch.

Chen Dongfeng, an engineering student, is not limited to technology. He is not only interested in technology, but also in the business and management of the company. He quickly showed excellent understanding and mastery of business and management, and was recognized by foreign managers. This is why he later changed from a technician to a manager. Chen Dongfeng's first job was in Huangpu factory, when he was in charge of the company's Manufacturing Resource Planning (MRPII) project, which was later called Enterprise Resource Planning (ERP). This is an integrated business planning process and system from sales forecast and sales operation plan to production plan, material plan and purchase plan. In order to be familiar with the business process, he often stays in the planning office, workshop and warehouse, observing how the warehouse is managed, how the workshop is scheduled, how to control the quality inspection and so on. He got along with front-line supervisors and technicians and learned a lot in front-line business work. He used to be a member of the IT system in the project team, and later became a project manager, leading the Huangpu factory and the inter-departmental team of the headquarters to successfully implement the MRPⅱII II project, which greatly improved the customer's order satisfaction rate, improved production efficiency and reduced inventory. And in 1995, it obtained the A-level (highest) evaluation of MRPⅱII II from Oliver White consulting company in the United States, far ahead of other domestic enterprises. Chen Dongfeng said that his experience as MRPⅱII II project manager made him familiar with many business processes of P&G systematically, mastered total quality management and project management, established good relations with business departments, and developed efficient work habits, which laid a good foundation for future career development. He has also achieved great success in customer order processing, distribution resource planning, sales automation, supply chain management and e-commerce, which has made the IT department gain a high reputation in the company and the department has continued to grow and develop. 1998- 1999, Chen Dongfeng was sent to the headquarters of Procter & Gamble for training and work, engaged in category management methods and solutions, and went to Wal-Mart and other key customers to learn how to cooperate with retailers and supply chain management efficiently. Through studying and working in America 1 year, I have mastered modern retail and supply chain management. After studying in the United States, he participated in the construction of modern retail channels of Procter & Gamble in China, and applied the cooperation experience of Procter & Gamble with large retail customers in the United States to China, such as cross-departmental sales team, efficient consumer response, category management and supply chain management, which made the cooperation between Procter & Gamble and key retailers quickly become the best practice in the industry. Established a good reputation in the industry.

So far, in his 16 career, Chen Dongfeng has only served for one company. The reason why he followed P&G 16 years lies in his recognition of P&G's values and development space, where he has new opportunities and challenges every day and works with outstanding people. Along the way, he started from the grass roots, improved and proved his ability, and sought greater development; Along the way, he kept his feet on the ground and kept learning and making progress; Along the way, he walked smoothly, but it was not without some difficulties. For example, innovative ideas and projects are not always understood and supported quickly, and cultural conflicts are often encountered when cooperating with foreign colleagues. Recently, his department recruited some new post-80s employees, and he found that the original training and management methods were somewhat ineffective. Compared with old employees, new employees are more self-centered, think that work should be interesting, care more about others' recognition and praise, don't want to stay in the same department for too long, and hope to rotate jobs quickly. As a member of the management team, Chen Dongfeng takes different guidance methods and teaches students in accordance with their aptitude according to the different characteristics of new employees. Up to now, Chen Dongfeng is the only CIO in China who has won the TOP5 title twice, which also reflects the success of P&G China in IT and business innovation and integrated application. How does he constantly improve himself behind the glory? Chen Dongfeng said that IT is mainly to predict the development trend of the industry, be proficient in business processes, grasp the development trend of technology, establish a strong multi-skilled IT team, and expand the scope of services; Constantly learn and summarize, expand and enhance its value; Think, explore and use it to improve business performance. In information application and management, Chen Dongfeng summarized the following experiences:

Enterprises should be managed as systems, and technology should be combined with business processes. After the enterprise strategy is formulated, the effectiveness of business process becomes the key to the implementation effect. Business process management, total quality management and six sigma management provide effective methods and tools for process management and continuous improvement. IT system improves the efficiency of business process management and the effectiveness of decision-making.

Business analysis and business decision based on data. It is necessary to improve the accuracy of business analysis and decision-making, and constantly improve the strategy and operation level of enterprises in order to achieve lasting success in the increasingly complex business operation and incentive competition environment. Whether the data is accurate, complete and timely is the basis of all this. In addition, it is also inseparable from the analysis and decision-making system and high-level business analysts. Only in this way can we accurately grasp the market trend, customer orientation, sales trend and cost control.

Give full play to the role of enterprise information technology in improving management performance. Information technology is becoming more and more important to the performance of enterprise management and has great development potential. CIO and IT project manager must understand business strategy, be proficient in business processes and performance indicators, proceed from business, use information systems to improve business management performance, and become a part of enterprise management system. Establish a multi-skilled and powerful IT team, lead enterprise informatization construction, and use IT innovation to enhance business. At present, the IT departments of most domestic enterprises are still technical support departments, mainly engaged in IT infrastructure and technical support, such as networks, computers, application software, databases and websites. It failed to effectively promote innovative business models, improve processes, business analysis and decision-making. In the main battlefield of social and economic development, Chen Dongfeng's greatest sense of accomplishment is to promote the category management, supply chain and information construction of retail industry in China. In 2003, he initiated the "Investigation on the Assistance Relationship between Retailers and Manufacturers in China" to reflect and improve industrial and commercial cooperation. The questionnaire refers to similar investigation reports he learned in the United States, and the China Chain Store & Franchise Association and IBM Business Consulting Department are responsible for the annual investigation and report release in China. It has been an important research report in the retail industry for four consecutive years. In addition, Chen Dongfeng also promoted the establishment of the Information Technology Committee of China Chain Store & Franchise Association, and was elected as the deputy director. Holding the "China Retail CIO Summit" and selecting "Excellent Retail CIOs" for three consecutive years has promoted the informatization construction of retail industry in China and shortened the gap with excellent multinational retail enterprises. He gave a special speech on "Implementing Category Management and Improving Enterprise Performance" at the annual meeting of China Chain Store & Franchise Association for many years, and promoted the category management roving training of China Chain Store & Franchise Association, Procter & Gamble and other companies in more than ten cities across the country, training more than 1000 enterprises 1000 people.

At the CIO Forum in China, the CIO Forum in Asia and the it Summit of China Chain Store & Franchise Association, Chen Dongfeng delivered speeches and opinions on "IT promotes enterprise performance", "Where should IT departments go", "Supply chain management" and "Customer relationship management business" respectively. Become one of the influential figures in China IT field. In order to promote the assistance of retailers and suppliers in China and improve the efficiency of supply chain management, Chen Dongfeng promoted the establishment and operation of ECR (Efficient Consumer Response/Supply Chain Management) Committee in China, emphasizing that enterprises should cooperate more to better meet the needs of consumers, rather than keep prices down and make enemies. With the strengthening of cooperation between retailers and manufacturers in China, in recent years, China has become the country with the largest number of ECR awards in Asia.

While making so many achievements, Chen Dongfeng did not forget to raise his alma mater. He often takes time to go back to South China to teach his life experience to his younger brothers and sisters at school. He delivered a series of wonderful speeches, such as From a College Student to a Successful Professional Manager, Pursuing Excellence-Total Quality Management and Project Management, IT-Driven Enterprise Excellence, Successful Career Journey, Business Process Change and Information Technology.

Mao Zedong, Jack Welch, sam walton and Deming are the most admired figures of Chen Dongfeng in the society for more than ten years. He appreciates Mao Zedong's strategic thinking very much, and feels that P&G's market strategy is very similar to Mao Zedong's strategic thinking, commanding a huge combat team; Chen Dongfeng admires Welch's management ability, and his "six-horse" standard, globalization and e-commerce almost redefine modern enterprises. As for Walton's establishment of a business chain kingdom, what is even more staggering is that Walton can make a simple retail business rank first in the world in terms of sales; Deming is a master of total quality management and has made outstanding contributions to the rapid development of Japanese economy and quality philosophy. We believe that if we can accurately apply Mao Zedong's strategic thought, Welch's management technology, Walton's expansion concept and Deming's total quality management philosophy, then enterprise managers can completely dominate the economic stage. As an outstanding alumnus of South China University of Technology, Chen Dongfeng is very optimistic about the students of South China University of Technology. He believes that the students of South China University of Technology are located in the most economically developed Pearl River Delta region, with unique conditions. We should set up our ideals as soon as possible, be ambitious, and make contributions to rejuvenating China, building a harmonious society and the development of industry and technology. Don't think that if you do something for others, you will suffer, and your ability will be improved accordingly after you finish it. Chen Dongfeng said that when he was a graduate student, he actively participated in various social activities of the school to cultivate and improve his comprehensive quality and ability. During this period, I took the graduation thesis of two undergraduates and cultivated the experience of guiding others.

At present, most enterprises in our country still have a big gap with foreign countries in total quality management awareness, especially in customer-oriented marketing and service quality. McDonald's and KFC have opened thousands of chain stores in China, and the quality and service of fast food are the same. However, our shopping malls, banks, education and so on. There is a big gap in service quality and Excellence, so it is difficult to pay attention to customer satisfaction and loyalty, process efficiency, employee satisfaction and loyalty like excellent foreign enterprises. Chen Dongfeng said that in order to improve China's awareness of quality and excellence, we should start from the university and form a good habit of pursuing quality and excellence. Whether you can do something is not the most important thing. It is important for you to understand its meaning (why), who to serve (customers), what are the needs of customers, what are the criteria for success, how to do better than others, how to innovate, and how to play the role of a team. As an excellent school, students of South China University of Technology should do their part, establish leadership consciousness, initiative consciousness and quality consciousness in study and community activities as soon as possible, and strive for perfection and continuous progress every day.