The environmental industry, which is accompanied by urbanization and industrialization, has experienced an end of pipe governance era with equipment and technology as the core, and an era of scale expansion with engineering construction and operation as the core in its development over the past 30 to 40 years. Now it has entered the era of regional environmental improvement and upgrading the people The era of environmental service of environmental awareness. In particular, the proposal and in-depth practice of ecological civilization construction make the positioning of the environmental industry not only end of pipe treatment and environmental improvement, but also provide differentiated and diversified environmental services from the perception level of the people. At the same time, open up the resource-based, systematic, and hub of the industrial chain value stream, and tap "green water and green mountains are golden mountains and silver mountains" This is also the new value of environmental services.
As the first mature and market-oriented part of environmental public services, urban sewage treatment and waste incineration The environmental service attribute of the field is becoming more and more prominent. Taking sewage treatment plants and waste incineration plants as carriers to create environmental service products and brand systems has become the main direction for various water enterprises and waste incineration enterprises to retain customers and expand the market in the post BOT era, which is also the next arena for environmental leading enterprises to create superior service products and service brands.
The development focus of environmental industry in the next stage should shift from technological breakthrough and engineering to high-quality, large-scale and branded environmental industry.
Under the new situation, how can the environmental industry move towards high-quality, large-scale and branded development? How to identify high-level enterprise standards and the products behind the standards? It is necessary to introduce the "leader" system to promote new types of green manufacturing, green services, etc environmental protection The development of business type, cultivate leading enterprises in general environmental protection equipment, instruments, water, gas, solid and other subdivisions, and improve product supply concentration and brand recognition.
Drive high-quality upgrading and development of the industry with standardization. E20 environmental platform and the Capital Environment Branch of China National Institute of Standardization jointly set up the "Two Mountains Standardization Research Center". Both sides complement each other's advantages, introduce industry appeal and influence, professional marketing and promotion capabilities, as well as professional capabilities in standard management and research. Starting from the dimensions of standard issuance, standard use, and marketing standards, around the "leader" Carry out in-depth cooperation in standard formulation and construction.
01
What is the "leader" standard? What's the effect?
According to the Opinions of the State Administration of Market Supervision and other eight departments on the implementation of the "leader" system of enterprise standards issued in July 2018, the "leader" of enterprise standards refers to enterprises whose core indicators of product or service standards are at the leading level.
The "leader" of enterprise standards is based on the self declaration of enterprise product and service standards. By giving play to the leading role of the market, it mobilizes third-party evaluation institutions such as standardization technology institutions, industry associations, industrial alliances, platform enterprises and so on to carry out enterprise standards level evaluation, release enterprise standards ranking list, and determine the standard leader, Establish a dynamic mechanism for multiple parties to participate in the continuous upgrading of closed-loop management.
The "leader" system of enterprise standards is an encouraging policy to increase the effective supply of medium and high-end products and services, support high-quality development, deepen the reform of standardization work, promote the transformation of new and old economic drivers Supply side structure Sexual reform and the cultivation of a number of pioneering enterprises with innovative capabilities play an important role.
Therefore, the "leader" of enterprise standards is not only an encouraging policy, but also a sign that the enterprise's products are recognized by customers and have a high level of leading standards.
The enterprise standard "leader" is a long-term system. According to the latest national economic industry classification requirements, the "leader" group standard covers all market-oriented enterprise products. However, the "leader" products evaluated through the "leader" group logo are not permanent, and the logo is valid for one year. The third-party evaluation agency will review the "leader" product standards and update the list every year.
The dynamic adjustment of the list of enterprise standard "leaders" can ensure that "leaders" are not "temporarily leading" but "always leading". Through this mechanism, enterprises will be encouraged to continuously improve their enterprise standards, and finally, with the overall improvement of industry standards, the quality of products and services will be promoted.
02
How can the environmental industry reconstruct the competition cooperation relationship among enterprises with the "leader"?
From a higher perspective, China's environmental industry is undergoing strategic transformation at three levels.
At the national level, we need to transform from Made in China to Created in China, from Chinese products to Chinese brands, and from Chinese speed to Chinese quality.
At the industrial level, we should transform from up to standard emissions to resource utilization, from effect services to process services, and from low-end non-standard to high-end standardized.
At the enterprise level, it is necessary to transform from cost determining price to value determining price, from incremental market expansion to deep cultivation of stock market, and from supplier led standard to demander led standard.
In combination with the far-reaching impact of the "leader" system, the market will ultimately retain only two relationships: one is the size of the tail enterprises on the standard passing line, and the other is the round table discussion of the head enterprises on the standard excellence line. As for the phenomenon of "bad money expels good money" between the head and the tail, it will no longer exist, and the significance of the first relationship in the competition pattern will become weaker and weaker, eventually giving way to the second relationship to achieve the optimal allocation of resources.
E20, as an in-depth ecological platform for environmental industry led by think tanks, focuses on policy, industry, market, finance, business and green Low carbon To build a three-dimensional industrial service system based on the development of six dimensional research, the "Two Mountains Standardization Research Center" was established with the China Institute of Standardization, aiming to build a market-oriented professional service capacity for environmental standards, link enterprise resources to facilitate relevant research and cooperation, and form a new market competition and cooperation pattern.
The "Two Mountains Standardization Institute" will organize and carry out the work of "leader" system of enterprise standards in the environmental field, and launch a number of leaders in equipment, products and service standards of environmental enterprises; Help environmental enterprise standards upgrade to "leader" evaluation group standards, solve the non-standard and customized problems of environmental protection technical equipment and products, and standardize the industrial development of products; Guide environmental enterprises to build a leading standard system, lead the standardization construction of environmental service quality, and help the upgrading and development of environmental industry.
03
What value can the "leader" bring to the enterprise? How to influence enterprise strategy?
There are frequent signs of insufficient momentum in the incremental market of the environmental industry. The stock market that was once only developed on the surface under the extensive model ushered in an era of value revaluation and reconstruction. The new round of value mining is no longer an unordered extension in the horizontal direction, but a vertical direction. The resulting "arrows" constitute "leaders" The "tracks" contained in the environmental protection product matrix intersect or parallel with each other, and even if they overlap occasionally, they will not entangle in the whole process.
The function mechanism of the "leader" standard system is no longer "survival of the fittest", but "survival of the fittest", and the indicator setting is no longer "low", but "high" - these are the two characteristics that distinguish the "leader" from the traditional standard system - so as to reverse the waste of resources caused by thousands of troops fighting over the single wooden bridge under the traditional thinking In particular, enterprises in the head environment consume each other.
After the introduction of the concept of "leader", environmental enterprises will enter into a benign development, and can make more detailed planning and layout of target markets, target customers, target regions, etc. based on the long board of their own products, combined with the competitive pattern, development trend, profit space, etc. of their subdivisions, while new environmental enterprises can operate in reverse, The product development strategy is formulated based on the prediction of the track.
04
How can the "leader" gain customer recognition?
First, the "leader" will be endorsed by the government.
In 2018, the Opinions on the Implementation of the "Leader" System of Enterprise Standards issued by the General Administration of Market Supervision, jointly with the Development and Reform Commission, the Ministry of Science and Technology, the Ministry of Industry and Information Technology, the Ministry of Finance, the Ministry of Ecological Environment, the Ministry of Transport and the People's Bank of China clearly pointed out that the evaluation results of "leader" of enterprise standards should be trusted in the selection of various innovation awards; Under the same conditions, government procurement gives priority to the products or services of the "leader" of enterprise standards; Establish a special fund for enterprise standard "leader" in a market-oriented way; Financial institutions provide credit support to enterprise standard "leaders". Local governments have also incorporated the "leader" enterprise information into the construction of the quality integrity system and given a lot of policy support; Internationally, market supply standards such as group standards and enterprise standards are more popular than government supply standards, and have incomparable advantages for enterprises committed to "going global".
Second, create a personalized and high-quality brand image.
Becoming the "leader" of enterprise standards is conducive to creating personalized and high-quality brand image and brand value, and improving the market awareness and share of excellent products and services. In particular, the "leader" ranking list and indicator ranking list can not only clarify the comprehensive ranking of the leaders who meet the group's standards, but also give the performance and ranking of a product under the indicators in this group standard. The "leader" will obtain the corresponding standard certificate and the corresponding product certification certificate. The "leader" logo can be used to form the Matthew effect of "brand" by media amplification.
Third, give play to the leading and exemplary role of innovation to drive high-quality development of enterprises.
The "leader" of enterprise standards is creating a benchmarking system with customers as the goal, products as the connotation, and standards as the driving force, so that some enterprises, some projects, and some products can open the product gap and solidify the value generated by this gap through the "leader", so that good products, high-end products, and new products can gain customer recognition and market revenue, In fact, it is a very important system design to promote technological progress, and forms a marketing promotion mechanism of "leading in production and leading in application", so that customers can have a following for the "leader" standard, high-quality and affordable products, and even clearly write it down in the bidding documents.
At the beginning of the establishment of the Two Mountains Standardization Research Center, it was clear that the mission of the center is not only to release the "leader" series of standards, but also how to make good use of the "leader" standards, how to select the leading products and service standards in the field of marketing environment, and how to push excellent product enterprises and service enterprises to the front and users, rather than "bad money drives good money" Embed innovators and outstanding people. This can further optimize the industrial environment, improve the level of industrialization, and use standards as the "engine" to promote the high-quality upgrading and development of the environmental industry.
We welcome the industry colleagues in the environmental field to pay attention to and participate in the construction of various standards organized by the "Two Mountains Standardization Research Center", join hands in the wave of innovation and change in the environmental industry, and lead and witness the upgrading of China's environmental services to productization and industrialization.
