Food and clothing are the most popular before ambi

Only by "having enough to eat and wear" can we have a high ambition

dialogue with Huang Xiaojian, vice president of SAP China

at the just concluded national tour of Gaowei Xincheng emo products, this set of enterprise mobile commerce products successfully developed by introducing SMS technology on the basis of SAP B1 products received a warm market response

this made Huang Xiaojian very happy. He excitedly told it time, "what SAP most wants to see is the success of its partners. Since partners choose to grow with SAP, we will fully support them."

during the conversation, Huang Xiaojian has carried out many technical tests at Case Western Reserve University for many years and has always emphasized that in the current impetuous market where ERP products sell cheaper and cheaper, a solid channel partnership is the key to SAP's success

but Huang Xiaojian is obviously not very satisfied with the current ERP market situation

food and clothing before culture

it time weekly: at present, the wind of "popularizing ERP" is blowing in China's software market. In the small and medium-sized enterprise market, many manufacturers sell ERP products with high price at "cabbage price"; At the same time, many small and medium-sized enterprise customers believe that software is just "a CD". How much does "a CD" cost? Why sell it so expensive. What do you think of this phenomenon

Huang Xiaojian: software products are very special. It is a kind of knowledge product, which is different from traditional commercial products. The value of knowledge products mainly depends on people's continuous maintenance and innovation. However, the cost input of such products is difficult to show in front of customers. What customers see may only be a CD. From the perspective of the storage medium CD, it is certainly not worth so much money, so many people cannot accept the true value of software. Software is a product containing very deep knowledge, and its value is intangible

I personally feel that the value of software products is underestimated in China

it time: what is the reason why the value of software products is underestimated in the Chinese market? How will this undervaluation affect the market

Huang Xiaojian: on the one hand, many customers do not understand software; On the other hand, it is also the result of the lack of self-respect of some software manufacturers in China. Knowledge creators devalue their knowledge for temporary benefits

this kind of self deprecation of knowledge creators generally comes from two situations -- the first is 2. Pay attention to the software installation environment; In addition, software manufacturers spent a lot of money to develop products, but under market pressure, they sold at a low price. Another phenomenon is that software companies are shoddy from the beginning. They believe that since customers don't understand the value of software and don't want to spend more money, they can make a low-cost software. Frankly speaking, China's software market is unhealthy. If this problem is not fundamentally solved, the development prospect of China's software is worrying

"it time": in such a competitive environment eager for quick success and instant benefits, will there be some pressure on a formal manufacturer like sap

Huang Xiaojian: for SAP, we focus on the long-term plan

our channel providers often complain that SAP products give me low discounts and are not as easy to make money as other products. SAP's attitude towards this is that no matter how the market complains about SAP's product price, we will sell it for as much as it is worth, and we believe that this product should be sold at this price. Therefore, although our large-scale products, medium-sized products and small-scale products are more expensive than those of other manufacturers, they are worth their money

sap will not give agents a large profit margin in products. The core value of agents is to help SAP's products change from generalization to personalization, which is the so-called value-added agent. If you can't do this, frankly speaking, you shouldn't become a channel for SAP. Like Suda, which has built a considerable channel in three months, SAP will not do that

it time: in your opinion, why do some software manufacturers' practices run counter to sap? Don't they know how to value long-term interests

Huang Xiaojian: where does culture appear? Culture must be among the people who have solved the problem of food and clothing. Only when food and clothing are solved can we think about long-term things and make some long-term plans to create culture. People who struggle for survival every day will not create culture. The reason why SAP can think very long now and don't care about the immediate gains and losses is that we are already in a state of food and clothing

you can compare the different operation modes of UFIDA and Kingdee before and after their listing. Before going public, their company had no money. They thought about how much money they would charge every day and had no long-term plans. After the listing, the capital has been guaranteed, and there will be no shortage of living expenses in the short term, so we began to make long-term planning

SAP's role is the core material supplier

it time weekly: from the perspective of long-term development, how does SAP position itself

Huang Xiaojian: from the perspective of the whole industrial chain, we must first have core manufacturers to provide basic products. If the application of ERP is compared to the decoration of houses, SAP sells building materials, providing tiles, cement, yellow sand, etc; Then there needs to be value-added manufacturers, who make a semi-finished product for a certain industry or a specific region; Between them and customers, there is usually a link of implementing service providers, which is equivalent to the engineering team of decorating the house, and finally it is implemented to enterprise customers

it time: some people say that the ERP market of small and medium-sized enterprises is lack of "experts". Which link of the above industrial chain do you think has gone wrong

Huang Xiaojian: in the ERP industrial chain, there is not only a process of product delivery, but also a process of knowledge delivery. The process of knowledge delivery is completed by training agents by software manufacturers, and then by agents training enterprise users. At present, some software vendors in the market do not have enough training for agents, resulting in the current situation that there are not many "masters" of agents. Therefore, training more sales service "experts" is also our focus

at present, sap has nearly 4000 implementation consultants in the high-end market, which is far from enough for the Chinese market. In the small and medium-sized enterprise market, there are only nearly 100 consultants certified by SAP, which is obviously a drop in the bucket. It is hoped that this figure will exceed 1000 by the end of next year

sap needs to cultivate comprehensive talents, not a simple salesperson, so our training cycle is several times that of other manufacturers, at least 6 months. If you are a simple salesperson, it may be done in a few weeks, but such people only know how to negotiate prices with customers

"it time": you mentioned that one of SAP's current priorities is to train more qualified agents. In addition, what other aspects will sap work on this year

Huang Xiaojian: at present, SAP focuses on three aspects: the first is the provider of product value-added solutions, that is, the link of making semi-finished products. They add parts suitable for the personalized needs of enterprises to SAP's general products. For example, Gaowei Xincheng Information Co., Ltd. has developed the application of mobile SMS service on the small products of B1; Hande, a medium-sized partner of sap, has developed solutions for the machinery industry

the second is sales and service channels, which is the role of the decoration engineering team; What small and medium-sized enterprises need is close service and marketing. SAP's medium-sized products are distributed by industry, and each channel partner targets oneortwo industries that they are good at. Small products are multi-level distribution mode. At present, there are more than 100 small channel systems, of which 30% are our core channel partners

the last is talent education. For small and medium-sized enterprises, there is a serious shortage of informatization talents. This year, sap and the national development and Reform Commission jointly launched a "competitiveness lecture" to train small and medium-sized business owners in information technology projects. In addition, sap has cooperated with the Jilin provincial government to train more than 200 cadres at or above the department level. At present, two sessions have been carried out

it time: you just mentioned that the construction of sales and service channels is SAP's current priority. In this regard, there is a saying in the industry that SAP has recently changed its policy of choosing market channel partners for small and medium-sized enterprises. In the past, SAP preferred to choose hardware vendors, but now it prefers software developers. Is there such a thing

Huang Xiaojian: No, SAP doesn't care what agents used to do

according to sap standards, there is no ready-made ERP value-added agent in China, so the past background of the agent is meaningless to sap. Our channel model has high requirements for agents, which determines that agents cannot make a lot of money in the short term. As a result, a considerable number of agents have been eliminated. Because they only want to make a lot of money in the first three months

at the same time, many domestic pure technology companies like to start from scratch, are not used to doing things on the shoulders of giants, and lack the concept of borrowing. Such enterprises do not meet our requirements. SAP's channel partner selection criteria are: understand sap, learn to change, and have foresight at the same time

TV changes the traditional ERP, too

it time weekly: you said you should learn to change. Not only should channel partners have the concept of transformation, but also transformation is everywhere at all times in the process of launching ERP. Whether the enterprise needs to change due to ERP, or should ERP be adjusted to adapt to the enterprise

Huang Xiaojian: first of all, enterprises must change

in the past, there was no TV. Everyone turned off the lights and went to bed early, and got up early every morning. With the TV, we went to bed late and got up late accordingly. I remember when I was a child, my parents had to go to work at 7 a.m. now I can't find an enterprise that requires to go to work at 7 a.m. because after many modern models are integrated, you have to change your original life

therefore, all enterprises should accept the view that when enterprises introduce information mechanism, you also introduce a new method, which will inevitably bring more or less changes to your business management mode

at the same time, tools are not everything. Tools are always operated by people. If you try to rely on tools for all business processes, you will go to the other extreme. People always have to play a leading role, including how to use tools to improve the management system

it time: in front of the game between itself and ERP tools, Chinese enterprises are eager to try. What advice do you have for these enterprises, especially small and medium-sized enterprises, who hope to achieve further development through ERP

Huang Xiaojian: I want to give 5.5 discs to put in the cup punching tool and align them with the punch die. These enterprises have four words: "understand, understand". The so-called "understanding" means that enterprises should understand what informatization is. There are too many voices in the market now, and there are many phenomena such as fraud and abduction. Enterprises should have a correct understanding

in addition, to understand informatization, enterprise customers are also part of the industrial chain, not just