What are the development opportunities, threats and challenges for enterprises under the new normal?

The "new normal" of the economy is based on the "new normal" of enterprises

As the cells of the market economy, the "new normal" of enterprises is the foundation of the "new normal" of China's economy. The "new normal" is the foundation of the Chinese economy. Then the enterprise's "new normal" and new where? Or what are the characteristics of the enterprise "new normal"?

First of all, the era of "profiteering" has ended, and the era of "micro-profits" has arrived. 1998 to 2008, the national average annual growth rate of total profits of industrial enterprises above designated size was as high as 35.6%, and in 2013, this growth rate fell to 12.2%. The growth rate fell to 12.2%, and only 5.8% from January to May this year.

As China's economy enters a period of gear-shifting, the end of the era of high-speed growth, the traditional reliance on labor costs and resource inputs to obtain "windfall profits" is gone, enterprises rely mainly on the new elements of information, knowledge and technology, relying on innovation to gain comparative advantage and core competitiveness to obtain profits. Under the pressure of globalized competition, enterprises need to accumulate and invest in human resources for a long time, and it will be even more difficult to obtain profits. Enterprises that expect to get rich overnight will be gradually eliminated, and enterprises that accumulate small profits for competitiveness will become evergreen and invincible.

Secondly, modern information technology, high-tech armed with the Internet of Things enterprise will become the new trend of enterprise development. Based on modern science and technology, information technology-based Internet of Things, has initially formed a complete industrial chain covering the Internet of Things sensing manufacturing, communications and service industries, changing the whole process of production, storage, marketing of enterprises, generating new forms of business, the development of a new profit model, leading the development trend of enterprises, and bring new creativity and competitiveness.

Again, small and medium-sized enterprises (SMEs) have become the main force of the "new normal". The number of SMEs in China has accounted for more than 99% of the total number of enterprises, creating more than 60% of the GDP and providing wage income for more than 300 million urban employees. With the standardization of national anti-monopoly, the state will increase the supervision of the monopoly of state-owned enterprises and multinational enterprises, and the opportunity of relying on administration and technology for monopoly will gradually weaken; on the contrary, the state will increase the support for SMEs in terms of fiscal and taxation policies, structural adjustment, technological innovation, entrepreneurship, and the construction of the service system, etc., and the SMEs will become the largest number of enterprises with the most inherent vitality and dynamics in China. SMEs will become the largest number of enterprises in China with the most inherent vitality and dynamics, and will play a leading role in economic growth, technological innovation, increasing tax revenues, absorbing employment and improving people's livelihood. Obviously, small and medium-sized enterprises have become the core force of the new round of scientific and technological revolution, industrial change and technological innovation, and become an important feature of the "new normal".

Finally, the internationalization of enterprises has become a norm. With the deepening of economic globalization and regional economic integration, the cross-regional flow and allocation of production factors of Chinese enterprises have accelerated, and Chinese enterprises have brought new products, technologies and modes to the international market by attracting capital, technology and wisdom, and established raw material bases, processing and manufacturing bases, R&D and design bases and marketing channels all over the world, especially in the areas of resources, energy, high-tech and advanced manufacturing. Enterprises, internationalization and transnational operations are unstoppable.

"New Normal" under the enterprise to seize the four major opportunities

In the face of the "New Normal" such a big background, enterprises should first do their own thing, and gradually strengthen the body, at the same time to seize the opportunity to make a difference, and less talk of "bucking the trend". "Against the trend", more "with the trend", the key is to seize the four major opportunities.

One is to seize the new generation of information technology to bring technical opportunities, as soon as possible with modern information technology and high-tech, transformation of enterprises, accelerate the transformation and upgrading, the pace of growth and gear shift, always make the enterprise to walk in the "new normal" at the head of the tide.

The second is to seize the opportunity of reform brought about by the development of mixed ownership enterprises. Mixed ownership of the economy is a kind of vitality of the enterprise structure, the "new normal" for enterprises to speed up the construction of mixed ownership structure provides a rare opportunity, through the construction of mixed ownership, change the rigidity of the enterprise, lack of vitality of the operating system, will make the enterprise in the organizational structure of the revolutionary changes, more full of vitality and vigor. .

Thirdly, we will seize the policy opportunity of urbanization as a long-term strategy for national development. New urbanization is a new engine to drive China's sustainable economic growth, triggering a series of changes in China's society. Huge investment, large-scale infrastructure construction, and the emergence of the middle class will bring once-in-a-lifetime opportunities for corporate development.

Fourth is to seize the opportunity of the market playing a decisive role. Although China's reforms have been going on for more than 30 years, since China has not gone through the stage of capitalism and market economy, the modern enterprise system is still unfamiliar to Chinese enterprises in general, and many of them are not yet able to utilize the rules of the market economy and the modern enterprise system to allocate resources and develop themselves. The Decision on Several Major Issues Concerning Comprehensively Deepening Reforms, adopted by the Third Plenary Session of the 18th Central Committee, emphasizes the need to play a decisive role in the market, providing an opportunity for enterprises that are at the top end of the market and also have the ability to create a market.

The fate of enterprises under the "new normal" is in their own hands

Entering the economic "new normal" and transforming the mode of development, most enterprises in China are facing a hurdle. Smoothly across, the future looks bright; beyond their own, life and death is hard to predict.

In the economic "new normal", enterprises should be more proactive layout, emphasizing the internal and external balance, to grasp the initiative of development. In terms of values, enterprises should adhere to the correct concept of righteousness and profitability, some for some, not for others, not only to calculate the economic accounts, but also to calculate the political accounts, social responsibility accounts, not only focus on the current, but also pay more attention to the long term; in the concept of operation, to diversified **** win instead of the zero-sum game mode of thinking, adhere to the open strategy of mutual **** win, the pursuit of self-interests in the pursuit of competitors' reasonable concerns, and to promote the development of the enterprise in the pursuit of the development of the **** the same In the strategy of opening up to the outside world, we will shift from export-oriented to equal emphasis on import and export, from trade in goods to more emphasis on trade in services, and from "bringing in" to both "bringing in" and "going out". "

In terms of social responsibility, the company is committed to maintaining and developing an open economy, participating more actively in the improvement of corporate governance mechanisms and rule-making, and changing from a passive recipient to an active participant.

The following strategies can also be referred to when specifically choosing one's own development approach.

Wise counseling is the first step to take in the situation. The "new normal" has changed the business environment, business development, decision-making, can not be based on feelings, but to pay attention to the general trend, especially in the face of the future of the differentiation of the regulation, the enterprise should pay more attention to business strategy and tactics. Which areas should be supported, which areas do not support, the government will focus on, enterprises must take advantage of the situation, take advantage of the development of the situation.

Specialization is the top priority, strengthening the main business. Expansion of the era is over, enterprises should also shrink the front, do not continue to simply expand, to the direction of fine, specialized development; to be based on the main industry, based on the product, do a good job of the brand. To shorten the technology gap as soon as possible. To know how to integrate resources, grafting transformation, shorten the development time of new technologies. Enterprises can be my main, for my use, integration of resources, through the acquisition and merger of domestic or international enterprises, on the basis of their technology to achieve independent innovation, is also a shortcut that can be considered.

Capital is king, vertical and horizontal union. Enterprises under the "new normal" should consider how to make effective assets enter the capital market as soon as possible, and make every effort to promote vertical, horizontal and transnational industrial integration with listed companies as the platform, so as to enhance their international competitiveness. On the basis of abundant capital, reserve strategic resources, to y understand the change of business model, and strengthen the real economy.

Innovation-based, technology-led. An important feature of the "new normal" is the integration of information and technology into the real economy, to seize the opportunities brought by the mobile Internet, to lead the transformation and development of enterprises with the information economy and the wisdom economy, to guide enterprises to connect with the Internet, to lay a global marketing network, and to vigorously develop cross-border e-commerce. Enterprise decision-makers should understand that the industry that created the rich man in the past is the real estate industry, now creating the rich man is the Internet industry, the future will create the rich man will be the financial industry.

Enterprise, government, social three-way linkage

"New normal" under the enterprise to make a big difference, the role of the government is essential. In the eyes of the enterprise inward, to strengthen the basis of their own, the government's support and encouragement for enterprises to create a favorable environment for the development of enterprises to achieve beyond the guarantee.

The government, enterprises and banks should work together in a tripartite ****, positive interaction, strengthen communication, enhance confidence and morale, in order to help enterprises pass the test.

The government should help enterprises to solve the problem of high financing costs. At this stage, the cost of financing is eroding the average profit of enterprises, a major reason is that the bank prime rate is too high. Banks control the country's economic lifelines, belonging to non-conventional enterprises, the state to conventional enterprise assessment mechanism of the bank management, this assessment mechanism is unreasonable, so that the bank to use hegemony, the real economy's meager profits into the bank's profits. This situation does not change, will make the real economy enterprises in the "new normal" difficult to do.

To loosen the loan guarantee conditions, release the enthusiasm of enterprises. In the current situation of mutual insurance crisis, the bank for the loan guarantee conditions are set more and more stringent, not only the requirements of mutual insurance between enterprises, some places even added "husband and wife or important shareholders to sign the" loan terms, the enterprise's limited liability expanded to unlimited liability, which greatly affects the entrepreneur's enthusiasm. Therefore, the government has the responsibility to strengthen the relationship of trust between enterprises and enterprises, enterprises and banks.

The government should introduce fiscal and tax policies that are appropriate for the "new normal" as soon as possible. High taxes have become a heavy burden on enterprises, making them lose the incentive to transform and upgrade as the main body of the transformation and upgrading. Small and medium-sized micro-enterprises are having a harder time, and local tax revenues can not be reduced, so they have to be transferred to local large enterprises, and even the phenomenon of pre-payment of taxes.

The government must realize that under the "new normal", the traditional means of regulation are not good enough. In the past, once the economic growth rate slowed down, a common means of macro-control is a loose monetary policy, used to expand loans, stimulate investment. Now, the size of China's stock of money is considerable, the end of 2013, the broad money (M2) balance of 110.65 trillion yuan, the gross domestic product of 56.88 trillion yuan, the ratio of M2 and GDP of 1.95, while the United States of America, the figure is 0.65, only 1/3 of China's. The higher the ratio of M2 to GDP, the lower the efficiency of the economic operation The higher the ratio of M2 to GDP, the less efficiently the economy is functioning -- putting in a lot of money but producing very little GDP.

All in all, under the "new normal", Chinese enterprises must play the roles of the three wheels of enterprise, government, and society to get through the period of growth rate shifting and enter a period of stable development. linkage, mutual promotion, in order to realize the "new normal" of Chinese enterprises.