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2016-7-23 I hope that when the huge number of invest capital is put into plastic surgery industry, the investors and the people who have been working for this industry can understand each other, learn from each other and change by each others’ behaviors to achieve the goal of talent fusion. In the first several articles of this series, I have talked about that how “Suning Universal” starts the business in plastic surgery industry as a strong quoted company, how “Suning Universal” shows enough respect to the originators of the original enterprises and the talents and what the other companies that are not quoted can do after the list companies coming in this industry. Also, the writer had warned the difficulties and the nine traps that would show up during the period of transition. However, this article talks about “people”. After all, essentially, the management of enterprises is the management of staff. The management of talents in plastic surgery industry is very unique and different from the one in other industries. Managers have to use specific ways to deal with them. Therefore, it is not easy. One of my friend who has been working for HR management has complained about the difficulties of managing a small plastic surgery hospital holding only several staff even though he has managed factories that have more than one thousand people and some retail companies. The talent phenomenon in plastic surgery industry is growing in a different way while developing. If we want to figure it out, we have to look at the development history of plastic surgery industry. The 20-year “blowout” development history of Chinese surgery industry Actually, the development history of Chinese plastic surgery industry is not very long. Before 2000, the private plastic surgery enterprises had been existing dispersedly, like dots. There were only a few ones combining with the “Burn and Plastic Surgery Departments” in public hospitals but they were not special and outstanding. Since 2000, the plastic surgery industry in China has really started to develop. There were lots of small enterprises showing up, like the bamboo coming up after the first rain in spring. Among all of them, “Huamei” is the most important company which has been playing an irreplaceable role in Chinese plastic surgery industry until today. In 2002, the Department of Health published some new related laws. The plastic surgery industry started to develop quickly because of the encouragement and guideline of competent authorities. Since then, there has been more and more special hospitals and clinics for plastic surgery. More and more chain hospitals such as “Huamei” showed up. In 2002, “Huamei” built six branches of its chain plastic surgery hospitals namely “Huamei in Chengdu”, “Huamei in Kunming”, “Huamei in Chongqing”, “Huamei in Guangzhou”, “Huamei in Changsha” and “Kangmei in Nanjing”. Around 2005, a new brand that was based on “Huamei” called “Meilai” was reorganized. Around 2010, “Yixing” as a brand which used the elements from South Korea began advertising on TV. Then, the combination between Chinese plastic surgery hospitals and the plastic surgery hospitals in South Korea has been tighter and tighter. Chinese plastic surgery industry has been developing lighting fast even though it just started 20 years ago. Nowadays, this industry is focused on all kinds of investors. This is the real background of the development of Chinese plastic surgery industry. The legendary leader who motivated revolution in Chinese plastic surgery industry -- “Huamei” Why do I say that “Huamei” led the change in Chinese plastic surgery industry and became the legendary leader? “Huamei” has influenced Chinese plastic surgery industry a lot. The originator of “Huamei” created numerous innovative thinking ways, for example, chain expansion of the private and medical brand, asking celebrities(Li, Xiang) to endorse its brand, unifying VI in private hospitals, putting a large number of advertisement like bombing and etc. Now, the originator has become a legend who is “retired” and enjoying his peaceful and easy life so we are not going to talk about him but I am going to talk about the new ways he created to manage and encourage the talents in this industry. "Huamei"’s innovations “Huamei” has created a lot of templates and patterns for plastic surgery industry. These templates and patterns have been used widely by the majority of private plastic surgery hospitals. Furthermore, some of them have even become standards. 1. It is the first one that created the job for a consultant in surgery industry. It was known that there wasn’t any consultant in public hospitals. The population of China is huge, there are always numerous of patients. Every public hospital are under strong pressure. It is reported that doctors in Chinese public hospitals need to receive a patient every two to three minutes. Most of them have no time to go to the washroom. In this kind of situation, it is very hard for doctors and patients to communicate with each other. The strong pressure makes doctors extremely exhausted. Therefore, they can not always pay full attention to every patient. From the perspective of patients, they feel upset and unsatisfied too because they feel that they have been neglected with some perfunctory words after queuing up for several hours. In most case, patients are underdogs so they can not stand up for their rights. However, the post that “Huamei” created solves this problem by breaking down the barrier between doctors and patients and making them get closer to each other. Plastic surgery is not necessities and the people coming to plastic surgery hospitals are not patients so what these plastic surgery hospitals need to do is not “curing” but “service”. The main purpose should be knowing the demand of those people who wants to be more beautiful via plastic surgery in detail. As for the identities of “consultants”, some of them are plastic surgeons while the main force of consultants is nurses or nurse's aide who have some medical background. Their main job is answering the questions that the people who are pursuing beauty ask. The biggest advantage of having consultants in this kind of hospitals is that they can take some pressure off for doctors. Also, as service staff after professional training, they can take care of customers’ mental demand. In another word, they can make customers feel comfortable and happy. Therefore, they are able to guide consumption. It is proved that this innovation works very well. Almost all the private hospitals and even some public hospitals have applied that. Usually, there is a consultant on each floor to provide consultation service. (Note: Plastic surgery is not like normal curing in hospitals. Plastic surgery exists for the demand of being a beauty. It is not necessary for people while normal medical projects are necessary for people if they are sick. I am not going to talk about the possibility of having consultants in normal hospitals, what kind of people are suitable for this position or whether we should keep this job forever. The only thing I am talking about is that the consumers pursuing beauty have this kind of demand. In a national meeting, professor Wang, Wei said that: “Today, as plastic surgeons, we have to face all kinds of mental demands of people pursuing beauty.” His words pointed out that service in plastic surgery is not only technique surgery but also mental service, which means consumers’ emotions should be taken care of. ) 2. It is the first one created the marketing model of using lots of advertisement and asking celebrities to endorse its brand. Public hospitals never make advertisement because they have already got too many patients. However, plastic surgery hospitals are totally different from public hospitals. If private plastic surgery hospitals don’t make any advertisement, there will be no one know where they are and what they can do. Government support public hospitals but private hospitals have to earn money to keep the hospitals running smoothly. 20 years ago, plastic surgery was not as common as today. Plastic surgery needed advertisement. The needed to get people’s attention. The originator of “Huamei” was so brave to use this large amount of money to invest in plastic surgery industry. Even more, he used lots of money in asking celebrities to endorse its brand and make numerous advertisement. Finally, “Huamei” made it. Since then, this branding model has been being applied. 3. It created a management system that investors provide everything the front-line staff needs as possible as it can. The principle of managing talents in some “innovative positions” is that they can ask for whatever they want if they can provide innovative ideas and are able to apply them. For some excellent talents whatever the positions (from logistics department to financial department, from departments to CEO, from employees to their friends and relatives), the company tries hard to support them as much as they can. In this company, rules are very flexible. They can be changed easily and frequently. They allow employees to share the profit, they allow salary to have no maximum and so on. In order to keep the excellent talents, even bosses are willing to keep them happy and satisfied. What the listed enterprises in plastic surgery industry need to learn from the rules of managing talents has been created? The advantage of this kind of management system that employees can reach their potential fully so the company can get more profit. However, some people are too arrogant. While improving their abilities and asking for more and more benefits, they become more and more arrogant, which destroys other employees’ enthusiasm. Unfortunately, this kind of system is very widespread. As I have mentioned in my recent articles -- “individualistic heroism is spreading badly”. Therefore, almost every excellent talent in this industry is extremely arrogant. We are not talking about whether this system or method of management is correct or not but there is no doubt that it was very effective. I have been looking through the history of the development of “Huamei”. I have been always thinking about managing people and managing by rules or laws. They are opposite. It is much more effective to manage by people who are genius such as the originator of “Huamei” than managing by rules. These genius are able to personality charm to lead their companies to succeed. However, if a company has been depending on managing by people too much, it will be a huge problem because genius will get older and failed especially when small companies have become big ones. (At his point, “Meilai” is a successful example. After the originator retired, it has not depended on managing by people too much, instead, it has been managed by rules since about 7 years ago. Although there were few branches of it “confusing”, after several years, now, “Meilai” finally improved that it is the “boss” in Chinese plastic surgery industry and the model that “Meilai” has been using is the best.) However, most companies in plastic surgery industry have been managed by people for about 20 years.To be honest, most talents in this industry have been “spoiled”. They are used to be free like wild horses. They don't want to be restricted by anything. Now, the listed companies are coming. Which kind of method of management do they need to use? Following the tradition to manage companies by people? Or break the rules to manage companies by rules? On one hand, breaking traditional rules needs courage, time, and money. Even listed companies may not be able to afford that. On the other hand, keeping managing companies by people may be a time bomb which is very dangerous for the companies in long term. The management of listed companies has to be institutional and systematic. (to be continued) (Rock Huang 2016) The translator SH 9 February 2017
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