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2023-10-24 14:57米其林公司从轮胎厂到“生活产业”巨人
“百年老店”米其林，藉由技术创新、赛车行销和旅游数字化，重又焕发青春。
从打孔机、大型主机、PC到科技服务，蓝色巨人IBM不再称自己是“计算机公司”，但全世界人不会忘记IBM——当今世界，没有永远不变的产品，也没有永恒的定位，却可以有接近永恒的长青企业。
在汽车零配件这个很不主流的产业里，以制造轮胎起家的法国米其林（Michelin）公司，正如IBM般，是全世界家喻户晓的长青企业。在一九九六年欧洲媒体的一项品牌偏好调查中，产品一点都不“时尚”的米其林，竟然仅次于香奈儿（Chanel），成为“最受欢迎品牌”排行亚军，连奔驰车与可口可乐都不是对手！
米其林帝国身价创新高
这家从法国中部的小镇Clermont-Ferrand起家的公司，原本只是制造脚踏车轮胎的工厂，从创业伊始在橡胶化工领域闯荡出“高科技”起，它一路伴随着汽车工业的成长、起飞与成熟，至今已整整117年！即使“轮胎汪蠢”这一行业已式微到不曾再和流行的语汇如“科技”、“创新”甚至资本社会中的“获利”等被联想在一起，但米其林这家公司的品牌过去五年来在世界舞台上的表现却愈来愈亮眼，其变化幅度之大，连不少年轻的科技公司都望尘莫及。
2004年欧元狂飙，欧洲企业普遍受困出口萎缩的不利形势下，米其林的年营业额却写下156亿8900万欧元的新高点，年度净利高达5亿困滑陪1500万欧元，每股获利更达3．59欧元，在巴黎证商公会的CAC 40股价指数成分股中排行第三。取得这样的佳绩，米其林靠的是位于巴西与奈及利亚的6座天然橡胶树农场，以及设在19个国家总共74座轮胎生产厂和遍布170个国家的庞大行销系统，全年共生产出约1亿9400万条轮胎，同时向市场推出超过2000万张地图与指南手册，所有这些构筑起米其林跨行业、跨地域的庞大企业帝国。
靠思维和定位创新保第一
翻开长达百余年的米其林历史，它曾靠“技术创新”写下不少第一，包括第一条可拆卸的轮胎、第一条可充气的轮胎、第一条卡车轮胎，此外低压轮胎、彩色轮胎、F1轮胎，甚至1915年出现的世界第一条“水泥马路”，也都是这家公司的杰作。然而真正令米其林传统产业长青的，却不是技术，而是“思维创新”和“定位创新”。
在米其林的百年历史中，它所遇到的转型、扩张、寻找定位难关可谓无数。在两次大战前后的“民族工业”年代，它面临的是德国大陆（Continental）、德国登陆普（Dunlop）这些欧洲品牌的竞争，轮胎厂必须在不同的民族国家设厂，来强调它的区域认同性。在1970年代后，新一波的全球化扩张，又让米其林重新面对严苛的生存竞争。现任雷诺日产集团总裁、有欧洲“经营之神”称号的戈恩（Carlos Ghosn）就指出：“米其林就是到了1980年代，才真正从一家欧洲区域型轮胎公司，走向全世界的。”
不过即使到今天，米其林已建立起如此庞大的全球化体系，但它的公司文化仍然保有不可思议的家族色彩。虽然早在1951年就在巴黎证交所公开上市，但从第一代的老艾铎（Edouard Michelin Jr.）到1999年正式接班的现任执行长艾铎（Edouard Michelin），一百多年来的经营权，依然维持在以“Michelin”为姓氏的家族继承者手上，这在全球500强企业集团中，确属稀有。
股权分配强调个人色彩
除了经营者的家族色彩之外，米其林的股权分配方式都相当特殊，除了像一般公司一样持有上市股票的有限责任股东之外，它还有另一种属于公司共同管理人才有的“普通合伙人股东”，换言之，股东必须以自己的财产来为公司财产担负起无限的连带责任。若公司经营不善而负债，普通合伙人在法律规范上，必须以自己的私人财产来承担公司负债，且必须在股东大会同意的前提下，普通合伙人才能被认可或解职，而不能以持股比例自己片面宣布。在这样的制度下，普通合伙人的薪水也与公司经营绩效连在一起，而不是采用固定的薪水制。
也许正是因为这个特殊的文化与制度，让米其林不仅保留了浓厚的家族色彩，也让管理人的权力与个人色彩更为凸显，更让整个公司形成一种既活泼又保守的特殊气质。
从米其林庞大帝国的组织架构来看，全球十二万七千名员工，只分成十个一级的执行委员会来让州掌管不同产品的生产，以及亚、欧、北美三大区域市场和组织、财务等项事宜，组织架构其实相当扁平。新一代掌门人艾铎接班后，也陆续出台了几个企图心旺盛的大动作，包括重新回到F1赛场，并加码投入大量资源，让米其林成为全球最大的赛车运动赞助商。此外也扩大举办能源车挑战赛（Challenge Bibendem），卡住与未来新能源车的合作开发机会。更有甚者，该公司还大幅打造旅游事业部门，不仅跨足车用导航系统，更结合手机、PDA与网站，形成一个庞大的数字旅游服务网络。
百年旅游事业跟上数字化
很难想象制造轮胎的米其林，发展地图、旅游指南到餐饮评鉴的“出版”事业，同样也有超过百年的历史。早在1900年，第一本包含旅游与美食等生活信息的《红色指南》正式出版，印了35000本，同时《指南》上印了一行宣言：“这本手册在这世纪之初诞生，未来也将走过这个世纪”。一个世纪过去了，这本开启口袋书风气之先的《红色指南》，非但没有消失，气势反而愈来愈盛，从原本独霸的法语系国家，近来更扩张触角，陆续发行纽约等英语文化地区的版本。据米其林自己的统计，目前《红色指南》每年印量都超过55万册，而一百多年来，光是这本小书的总发行量，已经超过3000万册。
但如果只是这样的成就，也难逃托先人庇荫，以及法国精致的文化霸权优势之嫌。在百年基业的优势下，2001年成立的“via Michelin“网站，将米其林的地图、指南等讯息服务，统统合成数字化内容服务，会员可以通过这个网站，从手机中获得旅游的备忘服务。虽然这个网站目前的服务仅限于欧洲，但每年都吸引超过1000万人注册。未来的服务计划，更将从网站扩充到以汽车为基础的”远距离行动通讯“上。
法式生活风格的最佳代表
随着全球汽车产业愈发成熟，藉由不断兼并整合来降低成本、提高竞争力，似乎已是当然的选择，轮胎业做为周边零配件厂商，也步上了同样的命运，2004年全球轮胎市场中，约有10亿条轮胎被装配到一般轿车与轻卡车上，约1亿4000万条轮胎被装配到卡车上，整体总产值虽高达800亿美元，但光是前三大集团（米其林、固特异、普利司通），就囊括了近60％的市场。如何在这个寡头垄断市场中持续保持产品竞争优势，在产业结构变化中寻求新的竞争力，成为全球轮胎厂共同的生存考量。
不同于竞争品牌普利司通（Bridgestone）或固特异（Goodyear）仍专注在轮胎全产品线上，或是如德国大陆轮胎分心去生产煞车系统等零配件，甚至像意大利倍耐力（Pirelli）干脆180度调整，直接转投资到新兴的通讯科技产业，米其林尽管难掩其封闭色彩，但从轮胎技术创新、赛车行销到旅游数字化服务，整体战略其实更自成一套完整转型逻辑：从剧烈变化的产业竞争中，寻找属于自己的不变原则。
或许这也正是保守家族企业的特色：既不愿也无法追逐大起大落的流行节奏，干脆更脚踏实地地来编织属于自己的瑰丽梦想。在当今米其林五花八门的生活产业版图中，“Michelin”这个标志不只代表着轮胎，它更是一种生活方式的符号，代表着现代人对法国文化的向往，更是传统产业“高利润“的代名词。
米其林公司简介
1946年6月4日上午11点正，米其林(MICHELIN)公司的一个送信员走进位于巴黎市列宁格勒街26号的法国专利注册局，投递一份厚厚的文件，这是一项对轮胎工业起着革命性作用的专利申请-辐射层轮胎(子午线轮胎)的诞生，辐射层轮胎的安全，耐用，省油及舒适，造成它的问世不仅对现代交通起了决定性的影响，也大大影响了人类的生活，辐射层轮胎的设计所带来的冲击是那么巨大，以至40多年后的今天，传统交叉层轮胎在欧洲几乎完全消失了。现在，人们可看到，摩托车、汽车、地下铁、推土机、飞机都相继使用辐射层的轮胎了。
现在人们一想起辐射层轮胎，也就自然地联想起“米其林(MICHELIN)”这个在轮胎界享有颇高威望的名字，近百年来，米其林为世界轮胎的进步不断地研究、发明、创新……。
米其林逾百年前于法国的克莱蒙费朗建立。在漫长的历程中，米其林集团自1889年发明首条自行车可拆卸轮胎与1895年发明首条轿车用充气轮胎以来，在轮胎科技与制造方面发明不断。现在，米其林集团在五大洲设立74家工厂，6个橡胶种植园；分别在法国、日本、美国及中国设有研究与测试中心，在超过170个国家设立了销售与市场机构。每年，米其林集团在全球生产19020万条轮胎，2230万份地图及旅游指南。
米其林集团全球现雇佣大约125,000名员工，负责集团生产及推广的众多品牌——米其林, BFGoodrich (百路驰), Uniroyal,Kleber, Riken, Siam, Taurus ,Stomil-Olsztyn, Laurant, Wolber, Tyremaster, Icollantas以及回力。集团2002年的综合净销售额为156亿欧元，占全球轮胎市场份额的19.6%。
除了轮胎以外，米其林集团还生产轮辋、钢丝、地图及旅游指南。其中地图与指南出版机构是该领域的领导者。著名的法国“红色指南”在2000年已有100岁。
赛车运动长期以来与米其林的历史密不可分。1998年米其林集团庆祝其逾世纪的轿车、摩托车及自行车赛车运动。米其林于2001年重返一级方程式。
□米其林集团与中国
米其林1988年在香港成立了销售办事处。为进一步加强在中国市场的发展，又于1989年在北京成立了首个代表处，负责产品推广及筹备分销网络。现米其林在上海，广州，成都，沈阳及香港都设立了营销办事处，销售网络遍布全国。
1995年底，米其林集团与沈阳市达成协议，成立米其林沈阳轮胎有限公司(MSTC)。它是米其林首个在中国的合资项目，为于1973年成立的沈阳轮胎厂提供有效的技术转让。1996年底，沈阳工厂正式投入生产。1997年，米其林又增设三家合资公司,其目的主要生产米其林品牌的轿车，轻卡及卡车轮胎，以满足国内不同消费者的需要。该4家合资企业于2002年1月1日完成合并工作,并于2003年8月1日成为一家外商独资公司。至此，米其林在沈阳合资企业的总投资额为1.5亿美元。
2001年4月，米其林集团投资2亿美元与上海轮胎橡胶股份有限公司(STRC)联合组建了上海米其林回力轮胎股份有限公司(SMW)。新公司继续生产回力品牌的轿车与轻卡子午线轮胎，并于2002年底开始生产米其林品牌的轮胎。米其林在中国的总部也由北京迁移到了上海。
与此同时，米其林在上海成立了研发中心。研发中心着力满足中国当地以及外资车辆制造商的技术需求。它还为轮胎的原材料供应商如天然橡胶和钢丝厂家提供技术指导。另外，米其林已同意为上海轮胎橡胶集团的卡客车子午线轮胎生产设施提供技术支持。
2001年12月，米其林(中国)投资有限公司在上海成立。它为米其林在中国的进一步发展提供了更多的机会，亦显示出米其林对中国市场的长期承诺。
□米其林轮胎人的故事
米其林轮胎人(米其林宝宝)的构思源于米其林公司在1894年里昂举办的一次展览会上，展台入口处那由许多不同直径的轮胎堆成的小山启发了爱德华·米其林：“如果有了手臂及腿脚，它就是一个人了！”
于是在1894年4月，一个由许多轮胎做成的特别的人物造型出现了，上面有画家奥加罗普的签字。从此米其林轮胎人便开始出现在海报上，他手擎一只装有钉子和碎玻璃的杯子说道：“Nunc est bibendum”这句意为；“现在是举杯的时候了”的拉丁语来自古罗马诗人贺拉思的一句颂歌，寓意是米其林轮胎能征服一切障碍。这句话立刻成为一句口号，在几个月的时间里，“米其林轮胎人”被明确地以法语命名为“Bibendum”。
这是米其林的网站，也有你想要的。
www.michelin.com.cn
0.Michelin公司总部介绍：
In 1889 two brothers, André and Edouard Michelin, embarked one of the great human and industrial adventures of our times: one that shaped and continues to drive progress in modern means of transport through constant innovation
From the invention of radial tires to that of Pax System, and from the first gastronomic guide to the steel wheel, Michelin has played an active role at every stage of the automotive adventure.
Michelin made its first racing appearance when Charles Terron won the longest non-stop bicycle race ever to be held: Paris-Brest and back ( 1,200 km). After 71 h and 18 mn of racing and 9 hours ahead of his closest contender, Terron had provided an excellent demonstration of the superiority of the Michelin detachable tire.
Racing is the best laboratory for testing technological innovations in extreme situations. It is a powerful driver of progress. Michelin tires continuously undergo the toughest of all reality checks: championship racing.
1.介绍一
The Michelin journey of discovery began in 1891 when Andre and Edouard Michelin developed the first detachable bicycle tyre. Taking only minutes to repair, the tyre carried cyclist Charles Terront to victory in the now famous Paris to Brest race. The Michelin brothers, however, began a journey that took them much further than the finish line. Their innovation revolutionised the world transport industry.
Delivering over a century of mobile innovations, Michelin today continues the relentless journey to improve your driving experience. Developments such as Michelin Green X™ ‘low rolling resistance’ technology drive the future of tyre manufacturing, promising to reduce global fuel consumption by up to 5%. At Michelin, we also recycle 90% of our waste tyres and promote reforestation of rubber trees.
The Michelin man, Bibendum, represents our commitment to all motorists. Born out of a stack of tyres and the imagination of the Michelin brothers, Bibendum has grown to become one of the 10 most recognised symbols in the world. Using Bibendum as the international symbol of Michelin quality, Michelin has expanded to over 170 countries, with 80 production plants and six rubber plantations.
From Europe to Asia to the Americas, every Michelin manufacturing plant around the world follows the same uncompromising code of quality standards. Michelin makes tyres to improve the driving experience for all motorists. The journey is unending because our destination is always perfection.
From cyclists to Formula One™ champions, people have always been the inspiration for Michelin tyres. The journey to discover innovative mobility solutions has taken Michelin from humble beginnings in France all the way to outer space. Michelin has developed over 3,500 types of technologically advanced tyres for all vehicles; including bicycles, motorcycles, cars, trucks, aircraft and even Formula One™ and the NASA space shuttle. These people with the same passion design your tyres.
2.介绍二
Michelin initiated almost every significant technical development in tyres. It turned the concept of the pneumatic tyre into a practical, production proposition and led the way in applying such concepts first to bicycles, then to motor cars and eventually trucks.
In 1908, Michelin combined the pneumatic tyre with the twinned wheel/tyre arrangement to enable trucks to carry heavier loads without resorting to multiple rear axles.
By 1962, Michelin had developed the first tubeless steel-braced radial truck tyre together with a one piece wheel, which replaced the former wheel assemblies with up to six components and also achieved a significant saving in unsprung weight. From one percent of the market in 1965, tubeless penetration grew to 75 percent in 1987.
From 1976 onwards Michelin developed low-profile tubeless truck and light truck tyres (80, 75, 70 and 65 per cent aspect ratio). The move to low-profile has created space within the wheel rim for better brake cooling, an important factor as permitted weights and average speeds continue to increase.
Low-profile developments include the wide single radial which has increasingly replaced twin wheel and tyre units in trailer applications and more recently on drive axles.
Tyre designers continue to seek ways of improving the overall performance of truck tyres, a task that represents a constant challenge.
3. Michelin 澳大利亚公司介绍
Michelin Australia Pty Ltd was launched in October in 1997 to manage and develop the markets of Australia, New Zealand and some of the Pacific islands like New Caledonia, Fiji, Samoa and Tahiti. Prior to this, the Michelin brand had been in present in Australia for the last 50 years through its importation by sales distributors. Michelin's head office in Australia expanded and was relocated to Port Melbourne in Melbourne in 2001. This office houses all its national management and operational staff, including departments like customer service, product management, marketing, logistics, finance, personnel, communication and information technology.
The office in Port Melbourne is also home to the Michelin Australia Training Centre (MATC). This training centre is one of a few dedicated facilities in Michelin's network of companies in the Asia-Pacific zone. Michelin Australia is supported by a network of regional offices based in Perth, Sydney, Melbourne, Brisbane and Hamilton in New Zealand. Each of these offices has its own sales force covering a wide range of products, brands and geographical territories.
The tyres marketed in Australia include those for passenger car/light truck, earthmover equipment, truck and bus, agricultural and industrial equipment, aviation and motorcycle/bicycle. At least four of the Michelin Group's global brands can be found in Australia/New Zealand: Michelin, BF Goodrich, Komoran and Taurus. As an acknowledged global leader in its business, Michelin's corporate mission is clearly spelt out and practised in a variety of ways around the world:
Michelin's mission is to contribute to the progress of the mobility of people and goods, facilitating freedom, safety, efficiency and also travel enjoyment.
In carrying out this mission, five strategic orientations have been adopted:
Focus our passion to improve mobility. Grow as the most innovative company for tyres, suspension systems and related services.
Offer our customers the best quality products and services at the best price in each market we decide to serve.
Provide growth and fulfilment for our people as they carry out their responsibilities, especially by making full use of the company's diversity and by developing our people's talents.
Durably grow the value of our company by maximising the profitability of our operations and our return on investment.
Recognise and fulfill our company's role as a responsible member of society, by practising the five corporate values:
Respect for customers
Respect for people
Respect for shareholders
Respect for the environment
Respect for facts
4.老板介绍
Ten questions to Jean Moreau
Jean Moreau
Corporate Vice President
- Personnel
How would you describe the people at Michelin?
In a nutshell: Michelin people are passionate about doing a good job. Every day I come across people who love what they do, because they believe in the Company, its mission, the quality of its products and its innovative spirit.
Where does this passion, pride and sense of belonging come from?
For a start, it stems from Michelin’s reputation and the intrinsic quality of the jobs we offer. But that's only part of the story. There's also the day-to-day application of our values: respect for facts with the simplicity and reserve of judgement which this implies, respect for people, and respect for customers. These values promote unity and loyalty.
Does this mean that people wish to remain in employment with Michelin for long periods of time? It is true that our turnover rate is particularly low. One reason for this is the extraordinary opportunities for career development we offer them within the company. People don’t join Michelin just to fill a post, but to take up challenges and grow. These are the principles behind our personnel management policy.
What are the key features of Michelin’s career management policy? We provide people with genuine opportunities for learning and applying different professional skills. Responsibilities change frequently. People have the chance of building a career over time, while living an exciting adventure, often in different countries.
How does this affect personnel management? In the first place, we do not regard People as resources at Michelin. We even use a different name: instead of a “human resources” department, we have a “Personnel ” department. The personal qualities of every individual interest us because we take a long-term view. We are looking for people with personality and human potential, and rarely for a particular skill to fill a particular post. All employees, regardless of position, know they can count on their career manager to help them to develop themselves and advance in their careers.
What is the role of the person’s immediate superior? The immediate superior’s role is to assist team members in performing their current mission by setting targets, providing support in attaining them, assessing performance, designing training itineraries and promoting career development, even outside the sector.
What is the role of the career manager? The career manager takes a broader, more long-term view and looks at both company needs and the prospects for people development. He or she is in charge of the individual’s career development over time and often even takes the lead in initiating change. To ensure continuity, career managers must be well acquainted with individual staff members, their aspirations and their limitations.
Where does the individual employee feature in all this? Each employee is primarily responsible for his or her own career development. Ability and ambition to advance must be reflected in performance. Career advancement involves calling oneself into question, ceaselessly striving to develop and improve and voicing aspirations. We like to represent career management as a triangle to underline the complementary roles of the employee, the immediate superior and the career manager.
Such a policy clearly implies costs, in terms of training for instance, does it not? True, but training is a vital human investment, whether one is acquiring and improving technical skills – some of which are specific to Michelin – or more general skills.
Developing people is based on career-paths and the successful management of new experiences. Training and coaching are vital to this process. Training is also a tool for reinforcing our shared values and culture wherever we operate.
How do you reconcile common values with individual characteristics? It is quite possible to share a common set of values and aims while developing different individual and complementary talents. For example, Michelin strives to be Polish in Poland and Chinese in China. Our diversity is one of our greatest assets. It makes us more creative and reactive which is all to the benefit of our customers. And ultimately, it makes our work that much more stimulating!
米其林公司（Michelin）是一家总部位于法国的跨国轮胎制造公司，于1889年由André Michelin和Edouard Michelin兄弟创立。该公司目前是世界上最大的轮胎制造商之一，并提供各种汽车、货车、摩托车、自行车和飞机等各类轮胎。以下是一些关于米其林公司的详细：1. 创立背景：米其林公司最初是一家旅行用指南的出版商，创始人兄弟因为旅行中的胎压问题而开始制造轮胎，并在车辆上进行测试。该公司因此逐渐发展成为一家专注于轮胎技术和创新的企业。2. 全球业务：米其林公司在全球拥有生产工厂、销售和服务中心，并为各类汽车制造商提供轮胎产品。公司的主要市场包括欧洲、北美、亚洲、南美和非洲。3. 技术创新：米其林公司在轮胎技术方面一直保持领先地位。他们投入大量资源进行研发，并不断推出创新的轮胎技术，以提高驾驶安全性、燃油效率和行驶舒适性。兆扮4. 强调可持续发展：米其林公司注重可持续发展，并致力于减少族谈灶轮胎制造过程对环境的负面影响。他们推广可循环利用的轮胎材料和节能技术，以减少碳排放和资源消耗。5. 米其林指南：米其林公司仍然出版世界著名的米其林指南，用于评选世界各地的餐厅。米其林星级评价体系侍裤被认为是全球餐饮业的重要指标，为餐厅提供了崇高的荣誉和认可。
米其林公司是一家法国的轮胎制造公司，成立于1889年。随着时代的变迁，米其林公司逐步成为了全球性的轮胎和旅游指南制造商。米其林公司主营业务斗卖御包括轮胎、旅游指南和数字地图等产品服务。除了轮胎制造领域，米其林公司向来以其旅游指南和美食指南的高品质口碑而著称于世。在轮胎制造领域，米其林公司是全球领先的专业轮胎制造商和供应商，市场份额高达21%。其在世界各地共有68个生产基地，并有超过1万名员工。在汽车领域，米其林公司也是世界顶尖的供应商之一，为各种不同类型的汽车提供轮胎。在旅游指南方面，米其林公司出版了一系列精美的旅游指南，包括米其林指南和米其林绿色指南等，是世界著名的旅游指南出版商之一。这些指南主要以评级赏析空岩的方式，为旅客提供关于当地美食、酒店、景点等方面的推荐。米其林指南在法国尤其受欢迎，每年发布的“米其林星级评定”更是引发了大量关注和讨论。最近配指，在数字地图领域，米其林公司也开始提供数字地图服务，以在移动时代为用户提供更便捷的导航服务。
米其林 (Euronext: ML法文全名：Compagnie Générale des Établissements Michelin)是一家法国轮胎生产商。亦以红与绿(Red and Green)旅游指南及米其林餐厅评分驰名。zh-hk:米其林的白色帆滚人形标志Bibendum亦家传户晓。
米其林创立於1889年5月28日，早期生产单车轮胎态山余，其后亦生产汽车轮胎。米其林曾在1934年至1976年拥有先进汽车(Citroën)。1988年，米其林购入美国轮胎公司B.F. Goodrich，1990年则购入Uniroyal公司。
一级方程式赛车
米其林於1984年前及2001年起，有为一级方程式赛车供应轮胎,本赛季夺冠的雷诺车队唯陪用的就是米其林轮胎,不过从下赛季起F1将全部采用日本的普利斯通轮胎.
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