【观点】隐形冠军对话曹德旺：“不犯天条，不惹众怒”

试问：自中国市场经济30年里，能持续为社会创造价值，并将企业做到持续世界第一，同时又能经得起时间与历史检验的中国企业家，您心目中排在前三位的是谁？

我认为是（按年龄为序）：任正非，曹德旺，张瑞敏。

有争议吗？基于专业良知，我认为不会有，也不该有。

一、最知名的中国隐形冠军

这三位中，曹德旺所创办的福耀玻璃，是营业规模最小的，也是唯一一家始终靠生产配套设备而成为世界第一的。因此说，曹德旺又是三位最优秀的中国企业家中，唯一的一位“隐形冠军企业家”。

另两位的企业也都与“隐形冠军”有关。任正非的华为，是“前隐形冠军”企业，它将电信设备做到了世界第一，但直到开始做手机和终端设备，才广为大众所知；张瑞敏的海尔，一开始就是做家电整机，并立足创牌而广为大众所知，但进入21世纪之后，张瑞敏的海尔所“生产”的，核心不再是硬件产品，而是“隐形冠军”企业及其创业家。所以，任正非的华为已走过了“隐形冠军”阶段，是“后隐形冠军”企业的未来标杆；而张瑞敏的海尔则是正在孵化、培育一批时代感更强的“隐形冠军”，是“新隐形冠军”企业的未来摇篮。

只有曹德旺和他的福耀，站定了“隐形冠军”的进行时——专注主业，锐意创新；勇冠全球，立足长青；以善为本，造福社会。而且三人中也只有曹德旺，是同时独立于企业而靠自身行动，来持续回报社会的。在看得见的未来，依然如此。

于是，曹德旺是中国最具有业界知名度和大众美誉度的“隐形冠军企业家”。

这很有辩证意味。福耀集团的产品隐形——至今还没有用户是专为了用一片福耀玻璃而买一辆汽车的。但是曹德旺本人的大众美誉度却很高——因为他心怀大爱，诚挚实践，毫无保留。坐落在福清的黄檗宗祖庭：万福寺，重建时曹德旺个人出资达4个亿，用料工艺都足以脱俗传世。而就在近日，曹德旺更将斥资100亿，来建设未来中国隐形冠军的母校摇篮：“福耀科技大学”（暂名）。务虚与求实，安心与育人，由此兼备。同时，曹德旺与常规印象里埋头主业不问世事的隐形冠军企业家不同，曹德旺非常关心企业成长与社会进步的方方面面，并且仗义执言，说出了很多企业家的心里话——因此他在业界知名度又非常高。 CXO UNION-CXO联盟（cxounion.cn）

基于以上机缘，2021年11月中旬，中外管理有机会组织以“中国造隐形冠军”企业家为主的企业家代表团，悟禅黄檗宗，私话曹德旺。

二、“真想活下去，就能活下去！”

2019年秋，时全球疫情未起，但贸易战硝烟已浓，曹德旺应邀站在“第28届中外管理官产学恳谈会”的讲台上。

面对“中小企业如何活下去”的现实疑问，他掷地有声地只说了一句：“只要你真的想活下去，你就一定能活下去！”——可谓一语惊全国。

那时，“躺平”之词尚未诞生，但部分企业家对未来感到迷茫，对现实不够坚定，对于“红旗能打多久”产生了怀疑，甚至倦怠，已非个别。因此，曹德旺想直截了当地棒喝在场企业家们。是的，我们过去30年好日子过惯了，一遇到困难就容易想放弃。所以作为企业家要想克服困难，不要忙着伸手向外，而首先要从我们的内心，从我们的意志，去寻找答案。特别是作为老板，我们的意志上限，就是团队的意志上限。意志在智慧在，意志没了机会也就没了。

因此，经历过多轮经济危机的稻盛和夫曾说过：“当看起来已不行了的时候，才是我们工作的开始。”

曹德旺在“第28届中外管理官产学恳谈会”上，掷地有声地说：只要你真的想活下去，你就一定能活下去！

三、“转型升级，就像改革开放”

那么，时隔两年，世事变幻，特别是疫情侵袭纠缠，不只是中小企业，不只是中国企业，也不只是我们中国，从美国到世界，都遇到了很大的麻烦。此时，曹德旺对中小企业家又有怎样的忠告和建议呢？

企业家的可贵，就是实事求是，与时俱进。 CXO UNION-CXO联盟（cxounion.cn）

曹德旺也和我们同样经历了和经历着过去两年的一切。这一次，他没有再将一切归咎于意志。他深度承认，当前中国中小企业面临着多重严峻的挑战：疫情阻断，原料疯涨，限电减碳，人才稀缺，汇率波动，全球喝茶，再加上已有的西方加税和断供等一起出现……这都是两年前的困难所不能比的。“到明年此时，会有很多企业已经倒下了。”

同样语出惊人。那么出路何在？

“跟上形势。转型升级。”曹德旺依旧言简意赅。

听起来并不新鲜是吗？接下来曹德旺进一步评断：“中央提出来的‘转型升级’非常重要。其重要意义，不亚于当年的‘改革开放’。”

能将“转型升级”和“改革开放”相提并论的，恐唯曹公耳。

曹德旺耐心与每一位心怀疑惑的隐形冠军企业家敞开交换意见。

在我们的印象中，“转型升级”一直频繁出现在各种文件和会议上。但曹德旺做出了截然不同的理解，他打比喻说：“企业现在要把‘转型升级’，当作企业每一天都要做的‘健身操’。”健身操恰恰是在我们身体状况良好时需要做的，或者才有益。企业不要把转型升级理解为西医做手术，而是作为日常保健，持之以恒。

“越是自认为健康，越要坚持做健身操。等你已病得躺在床上了，就不要再‘锻炼’了，那会死得更快。”

确实如此。我记得当年有一家可称标杆的服务业企业，成绩斐然。但就因为在既有成功路径上过于特化，没有做好“与时俱进的‘健身操’”，所以“十八大”后措手不及，无力应对。而这家企业在危境下，又选择了病急乱投医，结果很快就垮了。非常可惜。 CXO UNION-CXO联盟（cxounion.cn）

当前，我们面临的挑战远比2008年来的所有困难，都要复杂和严峻，中国企业务必基于各自的处境和状况，做出系统而针对性的过冬之道。

万福寺：驾驭事业沉浮，需要超然于世、反求诸己的智慧。

四、“民企的麻烦，主要是自己惹的！”

但是，有一点值得注意。就是要想实现“跟上形势，转型升级”，越是要思考能够这样做的前提。过去几年，国外国内环境变化都很大，也很快，所以我们很容易将责任归咎于外。特别是最近一段，房地产、教育培训、互联网等行业发生了很多重大变化，接连出现龙头企业暴雷崩盘时，整个产业更是风声鹤唳，疑虑丛生。

对此，曹德旺却有自己独到的见解。 CXO UNION-CXO联盟（cxounion.cn）

“民营企业确实非常不容易，但出现的麻烦，其实大都是自己惹的。贪婪往往是最大的敌人。能占的便宜尽量占，这就是祸根。只要人性不贪婪，就不会犯大错误，就不会资不抵债，不会连累众多金融机构和广大的供应商。”

也许有人会觉得委屈。但深思之，难道不是这样吗？恒大的问题，难道仅仅是因为银行不贷款而现金流断裂吗？大出血都是症状，而不是病因。根源还在于中央基于国家与民生的新需要而提出新的政策方针时，我们有些企业总习惯“反着听”，基于投机心理逆流而动地“赌一把”，总想抄底通吃，结果却几乎把身家性命都赌没了——许家印近日个人投入70亿救恒大，既是责任担当，也是迫不得已。试想如果几年前，恒大没有不顾一切地“买买买”呢？

也因此，早在六年前，我就曾对一些企业家说过：“这届中央所说的一切，都是动真格的。”

敬畏心，必须要时刻都有。但是，有些新一代“风口企业”，至今依旧在鼓吹“爱赌才会赢”。我和曹德旺都非常不以为然，这是非常危险的惯性。试想，你如今风光无限，不过就是赌对了一次而已。而如果不作弊，天下哪有把把赌赢的人？那些如今正焦头烂额的企业家，哪个当年没有赌赢过？赌可逞一时，绝不会成一世。

为此，曹德旺进一步重申了自己的经营底线：“不犯天条，不惹众怒。”

我与曹德旺的共识和呼吁：中国企业家一定要警惕赌性与投机。

五、“自己克服不了的，就扔掉”

有了敬畏心，匹配的便是平常心。

我们扎实做企业的，遇到困难不会轻言放弃，但也不应相信“人有多大胆，地有多大产”。困难，空前的苦难，或者挫折，重大的挫折，在当前，都是非常现实的存在。那么，从不给自己制造困难的曹德旺，又如何解决难免的困难，或难免的挫折呢？

 “我总是尽可能自己去克服困难，而不是请客吃饭托关系。如果实在克服不了，我就放弃，扔了。然后往前走。做企业，必须懂得放下。”

那一刻，交流现场的空气瞬间凝固了一下。因为多少出乎人们的意料。但细想，确实如此。做企业，乃至走人生，哪有不犯错误，不摔跟头，甚至大错误、大跟头的？关键是已然出现时，是不是反求诸己，进而随遇而安。该放要放，该扔要扔，至少不要因为局部而徒劳地搭进全部。

这取决于企业家自身的理性、果断，与心胸。心胸不单单是容人，也包括容己。

至善，规矩。如此而已。亦难得如此。 CXO UNION-CXO联盟（cxounion.cn）

六、“我就是做事规矩”

“敬天爱人，止于至善，做事规矩。”

总结自己的人生经验，曹德旺看了一眼天，脱口而出。大道至简，抱朴守拙，由此可见。如今，我们中国企业家，心中有爱，行之亦善，但敢于坦荡说自己一生“做事规矩”的，怕就不多了。而这，也许就是我们和曹德旺的差距。

您觉得呢？

翻译：

Invisible champion dialogue Cao Dewang: “Do not violate the law of heaven, do not provoke public anger”

In the past 30 years since China’s market economy, who are the top three Chinese entrepreneurs who can continue to create value for the society and make their enterprises the first in the world while standing the test of time and history? CXO UNION-CXO联盟（cxounion.cn）

I think it is (in order of age) : Ren Zhengfei, Cao Dewang, Zhang Ruimin.

Is that controversial? In my professional conscience, I don’t think there will be, and I don’t think there should be.

One, the most famous Chinese hidden champion

Among the three, Fuyao Glass founded by Cao Dewang is the smallest in business scale and the only one that has always relied on the production of supporting equipment to become the first in the world. Therefore, Cao Dewang is the three best Chinese entrepreneurs, the only one “hidden champion entrepreneur”.

The other two also have businesses linked to “hidden champions.” Ren Zhengfei’s Huawei is a “former hidden champion” enterprise, which has made telecommunications equipment the world’s first, but it was not widely known until it began to make mobile phones and terminal equipment. Zhang Ruimin’s Haier, the beginning is to do home appliances, and based on the brand and widely known to the public, but after entering the 21st century, Zhang Ruimin’s Haier “production”, the core is no longer hardware products, but “invisible champion” enterprises and their entrepreneurs. Therefore, Ren Zhengfei’s Huawei has gone through the “invisible champion” stage and is the future benchmark of the “post-invisible champion” enterprise; Zhang Ruimin’s Haier is incubating and cultivating a group of “invisible champions” with a stronger sense of The Times, and is the future cradle of “new invisible champions” enterprises.

Because of Cao Dewang’s frankness and great love, Fuyao has become the most famous hidden champion enterprise in China.

Only Cao Dewang and his Fuyao stand the “invisible champion” – focus on the main business, innovation; Brave crown global, based on evergreen; Take good as the foundation, benefit the society. And among the three, only Cao Dewang is independent of the enterprise and relies on his own actions to continue to return to society. It will remain so for the foreseeable future.

Therefore, Cao Dewang is China’s most well-known industry and public reputation of the “hidden champion entrepreneur”. CXO UNION-CXO联盟（cxounion.cn）

This is very dialectical. Fuyao Group’s products are invisible – so far no user has bought a car solely for the purpose of using a piece of Fuyao glass. But Cao Dewang himself has a high public reputation – because he has great love, sincere practice, and no reservations. Located in the ancestral court of the Huangbari clan in Fuqing: Wanfu Temple, Cao Dewang’s personal investment amounted to 400 million yuan when rebuilding, and the materials and techniques were enough to be passed down from the common world. And just recently, Cao Dewang will spend 10 billion to build the cradle of the future Chinese invisible champion’s Alma mater: “Fuyao University of Science and Technology” (tentative name). Pragmatic and realistic, peace of mind and education, thus both. At the same time, Cao Dewang is different from the conventional impression of the hidden champion entrepreneurs who are immersed in the main business and do not ask the world, Cao Dewang is very concerned about all aspects of enterprise growth and social progress, and speaks out the heart of a lot of entrepreneurs – so he is very well-known in the industry.

Based on the above opportunity, in mid-November 2021, Sino-Foreign management has the opportunity to organize an entrepreneur delegation dominated by “China makes invisible champions” entrepreneurs, Wuchen Huang Barizong, private Cao Dewang.

For the first time, Chinese and foreign management led the entrepreneur delegation of “China Made Invisible Champions” to talk to Cao Dewang.

Two, “If you really want to live, you can live!”

In the autumn of 2019, when the global epidemic had not yet started, but the smoke of the trade war was already thick, Cao Dewang was invited to stand on the platform of the “28th Sino-Foreign Management Officials, Industry and Education Forum”.

Faced with the realistic question of “how small and medium-sized enterprises can survive”, he said only one sentence: “As long as you really want to live, you will be able to live!” — It was a surprise to the whole country. CXO UNION-CXO联盟（cxounion.cn）

At that time, the word “lying flat” has not yet been born, but some entrepreneurs feel confused about the future, are not firm enough to reality, have doubts about “how long the red flag can play”, and even burnout, is not individual. Therefore, Cao Dewang wanted to give the present entrepreneurs a straight shot. Yes, we have been living the good life for the past 30 years and it is easy to give up when the going gets tough. So as an entrepreneur to overcome difficulties, do not be busy reaching out, but first from our hearts, from our will, to find the answer. Especially as a boss, our will ceiling is the will ceiling of the team. The will is in the wisdom, the will without the opportunity is gone.

That is why Kazuo Inamori, who has lived through several rounds of economic crises, once said: “When it seems that it is no longer possible, that is the beginning of our work.”

Cao Dewang said in the “28th Meeting of Chinese and foreign management officials, Industry and education” : As long as you really want to live, you will be able to live!

Three, “Transformation and upgrading, just like reform and opening up”

So, two years later, the world has changed, especially the outbreak of the epidemic, not only small and medium-sized enterprises, not only Chinese enterprises, not only our China, from the United States to the world, have encountered great troubles. At this time, what advice and suggestions does Cao Dewang have for small and medium-sized entrepreneurs?

The value of entrepreneurs is to seek truth from facts and keep pace with The Times.

Cao Dewang also experienced and experienced everything in the past two years with us. This time, he did not blame it all on his will. He deeply acknowledged that at present, Chinese smes are facing multiple severe challenges: epidemic prevention, surging raw materials, power restriction and carbon reduction, talent scarcity, exchange rate fluctuations, global tea drinking, coupled with the existing Western tax increases and supply cuts… These are all difficulties that cannot be compared with two years ago. “By this time next year, a lot of companies will have collapsed.”

The same thing is amazing. So what’s the way out?

“Keep up with the situation. Transformation and upgrading.” Mr Cao remains concise.

That doesn’t sound new, does it? Next Cao Dewang further comments: “The ‘transformation and upgrading’ proposed by the central government is very important. Its significance is no less than that of reform and opening up. CXO UNION-CXO联盟（cxounion.cn）

Those who can compare “transformation and upgrading” with “reform and opening up” are afraid only Cao Gong Er.

Cao Dewang patiently exchanges views with every hidden champion entrepreneur who has doubts.

In our impression, “transformation and upgrading” has been frequently appearing in various documents and conferences. But Cao Dewang made a very different understanding, he said metaphorically: “Enterprises now want to ‘transformation and upgrading’ as the enterprise every day to do ‘fitness exercise’.” Aerobics is exactly what we need to do when we are in good physical condition, or when it is beneficial. Enterprises should not understand the transformation and upgrading as Western medicine surgery, but as daily health care, perseverance.

“The more you think you are healthy, the more you should stick to doing aerobics.” When you’re sick in bed, don’t ‘exercise’ anymore, you’ll die faster.”

That’s true. I remember that there was a benchmarking service enterprise that achieved remarkable results. However, because it is too specialized on the existing success path and does not do a good job of “keeping pace with The Times”, it is caught unprepared and unable to cope with the “18th National Congress”. And this enterprise in the crisis, and chose to desperate medical treatment, the result soon collapsed. It’s a pity.

At present, the challenges we face are far more complex and severe than all the difficulties since 2008, and Chinese enterprises must make systematic and targeted winter methods based on their respective situations and conditions. CXO UNION-CXO联盟（cxounion.cn）

Wanfu Temple: To master the ups and downs of the cause, we need to be detached from the world and seek wisdom from ourselves.

Four, “The troubles of private enterprises are mainly caused by themselves!”

But there is one caveat. In order to achieve “keep up with the situation, transformation and upgrading”, the more we must think about the premise of being able to do so. In the past few years, the environment has changed so much and so quickly, both at home and abroad, that it is easy to blame outsiders. Especially in the recent period, real estate, education and training, the Internet and other industries have undergone a lot of major changes, a succession of leading enterprises have crashed, the entire industry is more nervous, doubts.

In this regard, Cao Dewang has his own unique opinion.

“Private enterprises are indeed very difficult, but most of the troubles are caused by themselves.” Greed is often the worst enemy. Take what you can. That’s the bane of it. As long as human nature is not greedy, it will not make big mistakes, it will not be insolvent, it will not involve many financial institutions and a large number of suppliers.”

Some may feel wronged. But on reflection, isn’t it? Is Evergrande’s problem simply because banks are not lending and cash flow is broken? Hemorrhaging is a symptom, not a cause. The root cause is also that when the central government proposes new policies based on the new needs of the country and the people’s livelihood, some of our companies are always used to “listening”, “gambling” based on speculative psychology, and always want to copy the bottom, but the result is almost the life of the gambler – Xu Jiayin recently personally invested 7 billion to save Evergrande, which is both a responsibility and a necessity. Just imagine if a few years ago, Evergrande did not recklessly “buy buy buy”?

That’s why, as early as six years ago, I said to some entrepreneurs, “Everything the Central Committee says is true.” CXO UNION-CXO联盟（cxounion.cn）

Awe must be present at all times. However, some of the new generation of “tuyere enterprises” are still advocating that “love gambling will win.” Cao Dewang and I are very disapproving of this, which is a very dangerous inertia. Just imagine, you’re on a roll, and all it took was one good bet. And if you don’t cheat, how can anyone win a bet? Of all the entrepreneurs who are struggling today, what didn’t win a bet? You can bet once, you can’t bet forever.

To this end, Cao Dewang further reiterated his business bottom line: “Do not violate the law of heaven, do not provoke public anger.”

My consensus and appeal with Cao Dewang: Chinese entrepreneurs must be vigilant about gambling and speculation.

Five, “Throw away what you can’t overcome.”

With reverence, it is matched by a normal mind.

We do a solid business, will not give up when encountering difficulties, but should not believe that “how bold people are, how much production.” Difficulties, unprecedented suffering, or setbacks, major setbacks, are very real at the present time. So, Cao Dewang, who never creates difficulties for himself, how to solve the inevitable difficulties or inevitable setbacks?

“I always try my best to overcome difficulties on my own, not as a guest. If I can’t overcome it, I’ll give up and throw it away. Then move on. To be a business, you must know how to let go.”

At that moment, the air at the exchange site froze momentarily. Because it was more or less unexpected. But come to think of it, it is. Do enterprises, and even walk in life, which does not make mistakes, do not fall, and even big mistakes, big falls? The key is that when it already appears, it is not self-seeking, and then go along with it. Should be put to put, should be thrown to throw, at least not because of the partial and vain to join all. CXO UNION-CXO联盟（cxounion.cn）

It depends on the entrepreneur’s own rationality, decisiveness, and heart. Heart is not only to tolerate others, but also to tolerate yourself.

The best, the rules. That’s all. It’s also rare.

Six, “I am the rules”

“Respect heaven and love, stop at the best, do things properly.”

Summing up his life experience, Cao Dewang took a look at the sky and blurted out. The road is simple, holding simple and foolish, which can be seen. Nowadays, we Chinese entrepreneurs have love in our hearts and do well, but there are not many who dare to say candidly that they “do things according to rules” in their lives. And this may be the gap between us and Cao Dewang.

What do you think?

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