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At present, many enterprises in automobile, electronics, shipbuilding, consumer goods and other industries in developed countries have carried out factory visits. Through visits and inspections, it shows its own product characteristics, publicizes its product quality and corporate culture, and achieves good results.
There was a time when the back cook of Haidilao hotpot was brushed on the news screen. In the eyes of the public, the dishes are clean and hygienic, the dishes are of high quality and the service is the best. The back kitchen of the chafing dish restaurant, which can be regarded as a model in the industry, was brought into the cabinet by explosive rats. The chafing dish spoon used by the diners was used to open the sewer, which made many Haidilao's fans extremely angry.
Although Haidilao's crisis public relations has done very well, in just four hours Haidilao apologized and took all the responsibility, but this shadow is lingering. Even if Haidilao promises to rectify, can diners really trust it completely?
Look at Dingtaifeng, Michelin's one-star old shop. The back kitchen of each shop is a transparent kitchen. Chefs and workers are busy in the shop. Apart from Dingtaifeng's steamed buns, the open kitchen can also give diners a sense of security. It seems that if Haidilao wants to win back the trust of its customers, it should also learn from Dingtaifeng to open its own back kitchen.
The restaurant is like this, and so is the manufacturing industry. In Germany, the United States and Japan, many well-known enterprises not only open their own "back kitchen", but also make the industrial tourism industry, which is very popular. Reservations are often make more than two or three months in advance. For example, BMW, all the car factories are open to the outside world, including Tiexi factory in Shenyang. The e-works German Industrial 4.0 delegation has visited BMW, Audi, Volkswagen, Mercedes-Benz and MAN factories with their own characteristics. BMW Munich factory automatic spraying robot, Audi A8 highly automated and R8 manual customization, MAN factory truck axle and vehicle assembly application AGV, have left a deep impression on everyone.
The Ford Rouge factory in the United States has built a museum next to the F-150 factory, which allows viewers to see Ford's history, experience the assembly process of the car by combining two robots, laser technology and 4D special effects, and then visit the production line to fall in love with the "Mustang" of the F-150. Boeing Aircraft Assembly Line has become a famous industrial attraction in Seattle. The e-works Japan Intelligent Manufacturing Mission also visited the Toyota Motor Club Hall and factory in Japan, and experience the development of automotive technology and Toyota's TPS.
The 5th German Industrial 4.0 Investigation Mission of e-works visited the original table-making factory of Grassotti. Although Glasotti is not well-known among the top watches, the members of the delegation were impressed by its exquisite craftsmanship and craftsmanship after visiting the watchmaking process which combines modern CAD/CAM technology with manual manufacturing and assembly, and felt that it was worth the money. At that time, two members of the delegation purchased expensive watches. This experiential marketing is undoubtedly very successful.
Manufacturing enterprises open their own "back kitchen" so that customers can experience the production, testing, logistics, testing and other processes of products, and show the application of automation and IT systems, which reflects the openness and self-confidence of enterprises. For example, the e-works American delegation visited John Deere's factory twice. In the background of the market downturn, John Deere still invested a lot of money in the intelligent transformation of the workshop, and established many intelligent manufacturing units, which showed the confidence and foresight of the enterprise.
In fact, the core competence of enterprises should be more embodied in innovation ability, market positioning, process formulation and management level, rather than just the production process. Therefore, enterprises need not be too "hidden". When visiting foreign enterprises, it is forbidden to take photos, or even to bring mobile phones into factories. In this way, on the one hand, confidentiality, on the other hand, will not affect production. In addition to the enterprises that are fully open to visitors, many German enterprises can make reservations and, after reviewing the visitor's background, open their visits to those who have commercial value and are not competitors.
At present, many enterprises in automobile, electronics, shipbuilding, consumer goods and other industries in developed countries have carried out factory visits. Through visits and inspections, it shows its own product characteristics, publicizes its product quality and corporate culture, and achieves good results.
In this respect, our country is still in the initial stage, only a few beer, health products, household appliances enterprises began to try to carry out factory visits. In order to enter some well-known enterprises to visit and study, it is also very difficult, often need to "go back door"， or by the government departments, during the meeting, as a typical model to receive visits, but often just watch the flowers. Most enterprises still think that "peers are enemies" and only receive visits from their big customers. In addition, there are also some enterprises that over-package companies visit and charge high fees, which makes people feel resentful.
It is hoped that in the future, more Chinese manufacturing enterprises with self-confidence, foresight and unique competitive advantages can open up their own "back kitchen" and let more customers, even the public, enter the enterprise, enter the product exhibition hall and enter the factory, which will not only show the advanced technological process and automated production line, but also show the strength of the enterprise. Promote brand influence and product marketing through experiential marketing. At the same time, through open visits and exchanges, mutual learning and common improvement, China's manufacturing enterprises will be promoted to transform and upgrade.
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