【CXO观点】欧莱雅中国公司大众化妆品部总经理赫伯乐：要变革，没有创新和冒险的意识是不可想像的

一、人物介绍

赫伯乐(Claude Rumpler)出生于法国，曾任德国巴斯夫(BASF)消费品部产品经理、销售经理(法国)和国际市场经理等职。1993年加入欧莱雅德国公司，历任巴黎欧莱雅品牌经理、美宝莲和卡尼尔品牌市场经理、德国美宝莲和卡尼尔品牌事业部总经理。2000年调任中国，负责巴黎欧莱雅、美宝莲和卡尼尔三个大众化妆品品牌在中国的业务发展。

二、企业简介

欧莱雅(LOréal)创立于1907年，目前是全球最大的化妆品集团公司。在全球一百五十多个国家和地区拥有283家分公司和一百多个代理商。拥有四万八千多名员工、44家工厂和五百多个优质品牌。2002年欧莱雅营业收入为143亿欧元，排名财富500强第415位。据2003年3月《财富》最新公布的全球50家最受推崇的五星公司排名榜中，欧莱雅排名第23位，同时被认为是最受推崇的法国公司。1996年，欧莱雅正式进入中国市场，目前，欧莱雅已将其业务从北京、上海、广州、成都等大城市拓展到全国四百多个城市，在中国的投资已超过1亿美元，拥有员工近3000名。

三、对话：大学生该怎样进行自我要求

（一）您认为大学生在校期间该怎样培养自己的个性？

中国正处在飞速发展的时期，每天都有新的变化。两年前我刚到中国时，惊讶地发现这里的人认为什么都是可能的：只要我想，我愿意，就可以达到。这里充满着机会，大家对未来十分乐观。可是在这样的环境中，如何选择正确的道路，达到自己的目标，却并不容易。在大学学习时，我认为最好的办法就是做你想做的事，除了学习各种理论，还要去接触社会，尽量多一些尝试。如果当你跨出校门时，才发现社会原来是这个样子，当你走进办公室里才发现自己原来不喜欢这份工作，这是最糟糕的事。

（二）中国社会对大学生曾经有一种评价，叫“眼高手低”，他们的理想远大，可是却干不好最基本的事，是这样吗？

如果这个问题放在两年前，我的答案会是“是”，而现在的情况就大不一样了。现在的中国人，一方面有自己的追求，而另一方面，他们懂得脚踏实地地付出努力。欧莱雅十分崇尚这种实干精神，也教育大家要非常谦卑地工作。

（三）对中国人来说，职位是相当重要的，而且大家的习惯思维是围着领导、老板干事，完成领导、老板的指令。

是的，中国人喜欢“做官”，有强烈的等级意识。而欧莱雅的文化则不同，我们给每名员工创造开放、自由的环境，鼓励大家尽可能发挥自己的聪明才智。我上班时坐在办公室里处理文件的时间很少，更多的时间是与大家在一起共同探讨，寻找解决问题的办法。在这个环境中，达成目标的模式不是惟一的，我们允许员工以任何可能的方式去取得更好的成果。所以有很多人进欧莱雅公司后，对此感到十分惊奇，同时也很“迷茫”。

（四）允许员工失败被认为是欧莱雅的企业文化之一，这是不是因为欧莱雅拥有允许员工失败的实力？

如果老是失败，我们的股东们也会有意见的。我们倡导创新，鼓励冒险，允许失败，这是一种精神、意识。人类社会要发展，要变革，没有创新和冒险的意识是不可想像的，而且，事物往往需要经历失败才可能有突破。我们要认准创新的方向，坚持不懈地去做，不能患得患失，也不能急功近利。

四、对中国大学培养学生的建议

（一）在你们看来，中国大学该怎样培养学生？

环境对人有很大的影响。今天的中国学生相比过去有了很大变化，他们接受了更多来自外界的信息，参加了更多的社会实践，因此他们的头脑更加开放，乐于探索新的事物。从这一角度看，中国的教育应更加开放，同时鼓励学生个性发展，引导他们做自己喜欢做的事，积极去创新。

（二）能否对你们理解中的大学文化进行进一步阐述？

大学文化应该是一所学校独特的文化，它是通过一定的体制、机制体现出来的，而在设定、构造这种体制和机制前，我们要思考构建这些文化的驱动力是什么，在这种文化中，谁最重要，最有影响力。拿欧莱雅来说，我们鼓励个性发展，激励创新，因此，我们便努力创造这种环境，建立与之相应的组织结构。组织中的某个人有了新的想法，他可以不依照传统的程序一级级汇报，而可以直接与更上级管理人员展开讨论。这种扁平化的管理，可以让个性得到更大的发挥。

翻译：

First, character introduction

Claude Rumpler was born in France and worked as Product Manager, Sales Manager (France) and international Marketing Manager in the Consumer Products Division of BASF in Germany. He joined L ‘Oreal Germany in 1993 and has served as brand Manager of L ‘Oreal Paris, Marketing Manager of Maybelline and Carnier brands, and General Manager of Maybelline and Carnier Brand Business in Germany. In 2000, he was transferred to China, where he was responsible for the business development of L ‘Oreal Paris, Maybelline and Canille, three popular cosmetics brands.

Ii. Company profile

Founded in 1907, LOreal is the world’s largest cosmetics group. It has 283 branches and more than 100 agents in more than 150 countries and regions. It has more than 48,000 employees, 44 factories and more than 500 quality brands. In 2002, L ‘Oreal’s revenue was 14.3 billion euros, ranking 415th in Fortune 500. L ‘Oreal ranked 23rd in Fortune’s latest list of the World’s 50 most admired five-star companies in March 2003, and was also considered the most admired French company. In 1996, L ‘Oreal officially entered the Chinese market. At present, L ‘Oreal has expanded its business from Beijing, Shanghai, Guangzhou, Chengdu and other big cities to more than 400 cities across the country. It has invested more than $100 million in China and has nearly 3,000 employees.

Dialogue: How should college students conduct self-requirements

(a) How do you think college students should develop their personality during the school?

China is in a period of rapid development and new changes are taking place every day. When I first arrived in China two years ago, I was surprised to find that people here think anything is possible: if I want to, I want to, I can achieve. There’s a lot of opportunity here and a lot of optimism about the future. However, in such an environment, how to choose the right path, to achieve their goals, but not easy. When studying in university, I think the best way is to do what you want to do. Besides learning various theories, I also want to get in touch with the society and try as much as possible. It would be the worst thing to find out that society is like this when you go out of school, and find out that you don’t like the job when you go into the office.

(2) There used to be a kind of evaluation of college students in Chinese society, which is called “high vision and low hand”. Their ideal is great, but they can not do the most basic things, is it so?

If this question had been asked two years ago, my answer would have been “yes,” but things are very different now. Today’s Chinese people, on the one hand, have their own pursuits, but on the other hand, they know how to work hard down to earth. L ‘Oreal values this work ethic and teaches people to work humbly.

(3) For Chinese people, position is very important, and people’s habitual thinking is to work around the leader and boss, to complete the instructions of the leader and boss.

Yes, Chinese people like to “be officials” and have a strong sense of hierarchy. L ‘Oreal’s culture is different. We create an open and free environment for every employee and encourage them to use their talents as much as possible. I spend less time sitting in the office dealing with papers and more time discussing with others and finding solutions to problems. In this environment, there is no single model for achieving goals, and we allow employees to achieve better results in any way possible. So there are a lot of people who come to L ‘Oreal and are very surprised and confused.

(IV) Allowing employees to fail is considered as one of the corporate cultures of L ‘Oreal. Is this because L ‘Oreal has the strength to allow employees to fail?

If we keep failing, our shareholders will have a problem with it. We advocate innovation, encourage risk-taking and allow failure, which is a kind of spirit and consciousness. Human society to develop, to change, without the consciousness of innovation and risk is inconceivable, and things often need to experience failure before possible breakthrough. We should identify the direction of innovation and make unremitting efforts. We should not worry about gain or loss, nor should we rush for quick success.

4. Suggestions for training students in Chinese universities

In your opinion, how should Chinese universities train students?

Environment has a great influence on people. Today’s Chinese students have changed a lot compared with the past. They receive more information from the outside world and take part in more social practices. Therefore, their minds are more open and they are willing to explore new things. From this point of view, China’s education should be more open, at the same time encourage students to develop their individuality, guide them to do what they like to do, and actively innovate.

(b) Can you further explain the university culture in your understanding?

University culture should be the unique culture of a school, which is reflected through certain systems and mechanisms. Before setting and constructing such systems and mechanisms, we should think about what are the driving forces for the construction of these cultures and who is the most important and influential in this culture. At L ‘Oreal, for example, we encourage individuality and innovation, so we try to create that environment and build the structures that go with it. When someone in the organization has a new idea, he or she can discuss it directly with higher management, rather than reporting it at the traditional level. This kind of flat management, can allow personality to get greater play.

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