Desheng foreign building strives for perfection, speaks thoroughly and gives enough love.

Desheng foreign building is a shocking company. The American wooden houses it built exceeded American standards, transforming migrant workers into high-quality industrial workers and gentlemen, and its employee handbook was praised as the management bible of China enterprises ... How did it achieve these achievements?

Desheng foreign building can be said to be a wonderful company. Where is Qiqi? Let's look at its title:

Incorporated into the management case by Harvard Business School.

The staff turnover rate is close to zero.

You don't need to punch in and out, and you don't need the leader's signature for reimbursement.

There are nearly a thousand employees, and the management is only 13.

The annual turnover is nearly 800 million, and there is only one sales specialist. Now the marketing department is renamed as the order screening center.

Cultivate migrant workers into highly civilized industrialized workers

Why can Desheng Mansion achieve these achievements? The secret is mainly in the following two points.

Adhere to the spirit of craftsmanship, quality first, and give up scale.

Desheng foreign building was established in 1992, specializing in the construction of American wooden villas, occupying more than 70% of the domestic market share of wooden villas. Up to now, there are only 1000 employees and only one salesman. Even the order department has been officially changed to the order rejection department (order screening center), but it can still maintain annual sales of more than 500 million for many years. But at the same time, it has maintained a steady pace of development, never pursuing perfection and expanding its business at will. All this stems from the craftsman spirit of Excellence in Desheng foreign building.

Desheng company's requirements for construction quality can almost be said to be very demanding. For example, the company stipulates that the distance between two nails is 6 inches, the threads of all tightened screws must show the correct "X", and all screws on the socket must be arranged neatly without skew ... In fact, some details have little impact on the whole project, such as 6 inches and 6.5. Therefore, Desheng foreign building has compiled more than 80 pages of Operating Rules for American Light Wood Structure, which has made very detailed provisions from five aspects: foundation and foundation, main structure and decoration, water and electricity installation, gas pipeline installation and painting and spraying. All construction personnel shall have one copy, and the construction work shall be carried out in strict accordance with the standards. At the same time, Desheng Building also pays special attention to technological innovation. Although the company is small in scale, it owns more than 1200 patents, including inventions, utility models and appearance patents.

With excellent technology and products favored by the market, enterprises will naturally think of expansion to further increase market share and economic benefits, and Desheng Building is no exception. Around 2002, Desheng foreign building expanded rapidly, but the rapid expansion reduced the company's control over the project. Although there were no major defects in the quality, the decline was obvious. Several rework incidents in 2004 made the founder Nie Shengzhe deeply think and reflect, and decided to be stronger rather than bigger. When there was a contradiction between quality and development, he chose quality first and slowed down the pace of expansion.

After making it clear that "output is determined by production capacity" rather than "output is determined by sales volume", Nie proposed to establish a project center, set up a project center and quality inspectors at the seventh strategic development meeting of Desheng Building in 2004, and strictly monitor the procedures and quality of the project. At the same time, Desheng foreign building promises to customers that all the problems of the villa will be solved within 24 hours. In order to do this, the company reserves a large number of white electricity, bathrooms, cabinets and so on. And strictly follow the "principle of proximity". All engineering projects must be within 500 kilometers of the company's five bases (Shanghai, Beijing, Nanjing, Hangzhou and Chengdu) to ensure timely response.

Triple governance model of employees

Excellent product quality can not be separated from excellent employees, and Desheng Building has also made great efforts in employee management. Its staff management has three governance modes:

1, outstanding leaders rule by man

The manager of Desheng foreign building is willing to serve employees and set an example. Desheng foreign building resolutely opposes bureaucracy, and its level is very flat. There are only a dozen managers in the whole company. Moreover, all managers also implement the "substitute system", and at least one day a month should be set aside to participate in front-line labor, and the specific work should be arranged by the program center. On this day, managers go to the front line to receive guests, clean rooms, or do bricklaying all day, which is helpful to better grasp the real situation on the spot and make reasonable judgments and decisions on management.

2. Perfect system and rule of law

In Desheng Mansion, construction workers were transformed into gentlemen, not only because they were influenced by the personality charm of managers, but more importantly, they were bound by clear systems, norms and disciplines. The staff of Desheng foreign building made detailed regulations on the words and deeds of employees. Some people even think it is like a code of conduct for primary school students, because it takes care of spare time and trivial things such as brushing teeth, taking a bath and chewing gum. However, many people regard Desheng employee code as a management bible, and the sales volume of the book is close to one million. The reason is that the manual follows the principle that employees are always switching circuits, and it is either 0, 1, qualified, unqualified or almost qualified. Therefore, the manual is systematic and directional, and the behavior standards and norms are clear enough. For labor-intensive enterprises, the manual is "tell the truth, make it clear" and can be used directly.

3, beliefs and values.

In addition to being clear in the rules and regulations, another notable feature of Desheng's employee management is "giving enough love" to provide employees with adequate treatment and benefits. For example, in the face of the situation that people in various project departments and branches are unwilling to be on duty during the Spring Festival holiday, Desheng Yanglou chose to let employees voluntarily go to Beijing, Tianjin and other places to be on duty, and the company reimbursed the round-trip transportation expenses, and took the relatives of the employees on duty to the place where they were on duty for the Spring Festival, turning passive into active. Even all employees' reimbursement does not need the signature of the leader, and employees can borrow money from the company immediately in an emergency, and the loan amount is as high as100000 yuan. Through the tempering of rules and regulations and the company's meticulous humanistic care, employees' recognition and loyalty to the enterprise are deeply rooted in the hearts of the people.

abstract

The case of Desheng foreign building can bring us a lot of thoughts, and its craftsman spirit and triple governance model of employees are worth learning. But at the same time, we can also do some thinking, such as:

1. In the expansion stage, there will be some conflicts between quality and scale. At this time, in addition to basically giving up expanding scale and finely polishing product quality like Desheng Building, what other methods can be taken into account?

2. The staff code of Desheng Mansion is very detailed, but it is also full of restrictions and preaching. Does every type of enterprise need this code, or is it mainly suitable for labor-intensive enterprises?