In recent years, under the guidance of the core idea of ​​“development around the industrial value chain and transformation to high value-added industriesâ€, Changhong has promoted the cultivation of core technology capabilities through vertical integration and vigorously implemented the cultivation of core technology capabilities. Get up and become one of the representatives of innovative companies. By consolidating the "black + white" traditional home appliance industry, we will vigorously develop emerging strategic industries such as IT and communications. Through solid foundation management, we have achieved sustainable and healthy development, and have embarked on a road of innovation and development in China's manufacturing industry. Changhong is now developing well and Changhong is optimistic about its future development.
In 2009, Changhong overcame the difficulties of the global financial crisis and the “5-12†earthquake, and seized the opportunity of post-disaster reconstruction to actively promote local economic development and form a good development situation. In 2009, Changhong Group achieved an overall sales income of 47.6 billion yuan, a year-on-year increase of 25%. Sales in the domestic market have increased substantially, among which the sales of home appliances to the countryside are the first in the country, and the sales of refrigerators rank second in the industry. The “old-for-new†Changhong color TV, refrigerator, air conditioner and other products have achieved fruitful market expansion. In terms of key components and core components, Changhong's new plasma display has been fully mass-produced, LCD panels and modules are fully operational, and OLED new display devices are officially launched. Refrigerator compressor sales reached 15 million units and continued to rank first in the country.
In terms of international development, we have steadily promoted the land-based strategy and independent brand strategy, and achieved significant milestones. Currently, we have established three overseas independent brand bases in Europe, Czech Republic, Southeast Asia, Indonesia and Oceania Australia, more than 80 globally. The country has more than 90 million users. This year, two new brand bases will be established in Russia and the Middle East UAE.
Changhong Status: Clear strategy, benign development
1. As a provider and service provider of consumer electronics products, Changhong has taken the lead in breaking through the passive situation in which domestic enterprises generally do not master core technologies and are in the downstream of the industry. They have penetrated the core key areas in technology and extended the industrial chain to the upstream core. The deepening of industrial development and core capabilities has enabled the development of high value-added industries driven by high technology, and has the right to define and speak the future of home appliances and markets.
1. Enter key equipments to form a variety of home appliance product chains of white electricity + black electricity, and master the definition rights and voice rights of color TV sets, refrigerators, air conditioners and other home appliances.
In recent years, Changhong has adopted the "three-coordinate strategy" as the guiding ideology for industrial development, and carried out the transformation and development of enterprises along the three dimensions of industrial value chain, industrial form and business model. In the industrial development, by entering a variety of key components, the high-end extension of the industrial chain, the formation of the "full industrial chain" model of industrial development, to create a complete industrial chain, industrial development into high value-added areas.
In the color TV industry, it owns the core technology of flat-panel TV-screen research and development manufacturing technology, realizes completely independent research, masters the cutting-edge technology of the core components of flat-panel TVs, and forms the vertical integrated industrial layout of “panel + complete machineâ€; It has become the only company in China that has “screen†R&D and manufacturing technology. And it has become the only company in China that has a variety of high-end display technologies including new plasma display screens, LCD screens and modules, and OLEDs.
In November 2009, Changhong's Hongshi Company joined the University of Electronic Science and Technology, Suzhou University and 11 key OLED key materials and equipment units in the industry to build China's only OLED engineering laboratory and won the “OLED National and Local Joint Engineering Laboratory†award. It has become the core institution of China's optoelectronic display industry chain. At present, several other projects of Changhong have been listed as the national “Nuclear High Base†special key project.
In the field of refrigerators and air conditioners, the company has realized its own core technology – compressor R&D and manufacturing technology, and formed a vertically integrated industrial layout of “compressors + complete machinesâ€. It has the most powerful refrigerator camp in China with “Huayi+Meiling†and the leader in the high-efficiency air conditioning market segment of “Changhong+Dongyuanâ€.
At present, Changhong has become the only company that realizes and masters the key technologies and resources of the upstream industry in the field of black electricity and white electricity. It has mastered the right to define and speak the home appliances such as color TVs, refrigerators and air conditioners.
At present, Changhong's major industrial projects continue to advance. In January 2010, the Hongou plasma panel project achieved full-scale production. The monthly comprehensive yield rate of products reached over 80%, and the comprehensive yield rate of the highest product in a single day reached 97%. Changzhi and Changyou Optoelectronics jointly invested by Changhong and Taiwan AUO Construction of four glass substrates and backlight module assembly production lines, production of 26-55-inch LCD modules, with an annual production capacity of 3.6 million; Changhong plans to invest 390 million yuan to implement flat-panel TV expansion and upgrading process to meet the growing market demand; The Huayi Compression "600 Project" was officially completed and put into production on November 2009. It has an annual production capacity of 20 million compressors of various types.
2. Build core competencies and rely on “nuclear high-base†major projects to develop high-end technology continuous research and development capabilities
Microsoft continues to have industry leadership because of its strong base technology research and development capabilities. Through the guarantee of talents and resources, Changhong vigorously builds and promotes basic research and development, and builds a strong core capability of high-end technology.
Changhong has carried out targeted independent innovation in the fields of new flat panel display devices, digital TV, white goods, mobile digital, etc., and formed four core technical capabilities (basic common technical capabilities), namely integrated circuit design capabilities and embedded software design capabilities. , industrial design capabilities, engineering and technical capabilities. In November 2009, Changhong National Enterprise Technology Center won the “National Certified Enterprise Technology Center Achievement Award†jointly awarded by the National Development and Reform Commission, the Ministry of Science and Technology, the Ministry of Finance, the State Administration of Taxation and the General Administration of Customs.
At present, in the aspect of integrated circuit design, Changhong's self-defined digital TV SoC architecture is designed. In terms of embedded software, the company independently designed and developed the Internet TV terminal software solution, the first domestic online video and wireless Internet access function; built a mobile SoC-based technology development platform, and independently developed the mobile location service (LBS) terminal to enter Industry market. In terms of industrial design capabilities, Changhong ID design style has been formed, forming a UI design concept of “natural interaction†and establishing a UCD core user database. Innovative design has won the US IDEA Excellence Award, the German PLUS X Award and the German Red Dot Award. In terms of engineering and technical capabilities, through innovation optimization and improvement, it has the ability to improve IE, complete PDP filter film design and trial production, complete mass production and market launch of high-gloss materials, and waste household appliance recycling technology enters the industrial application stage.
In 2009, Changhong achieved major breakthroughs in its independent technological innovation. The three major projects of Changhong flat-panel TV driver chip, digital home embedded software platform and SoC chip were selected into the national “nuclear high-base†technology major project. Changhong has entered the “national team†in basic technology research and development.
At present, with the penetration of computing and communication into home appliances, software has become the core driving force for industrial development. However, the software platform technology of digital TV in China is still in its infancy, facing problems such as inconsistent standards, incompatibility, poor portability, and difficulty in maintenance and upgrade.
In early 2009, Changhong began the nuclear high-base project of the digital home embedded software platform. By creating a unified software platform, we will gather social forces to jointly develop colorful applications for digital TV products. We will launch digital TV application stores in the second half of 2010 to realize the development of traditional digital TV technology and commercial operation mode. Major changes; at the same time, through independent research and development of software platforms, combined with independent digital TV SoC, open up the independent digital TV industry chain, and enhance the overall competitiveness of China's digital TV industry.
On the flat-panel TV driver chip project, Changhong will establish a complete industrial chain of domestic power chips from design, packaging, testing, system verification to complete machine application, break the monopoly of foreign technology, form independent intellectual property rights, and vigorously promote the development of domestic flat-panel business. In order to realize the transformation of China from a TV manufacturing power to a TV manufacturing power.
At the same time, the development of the row driver chip for the new large-screen display panel module will solve the problem of high and low voltage compatibility, low power consumption and reliability of the chip. By 2011, it will sell more than 2 million pieces. At present, the first batch of driver chips for mass production has promoted the “national core†of digital TV products in China.
In addition, the digital TV SoC (System-on-a-Chip) chip, as the highest added value in the digital TV circuit system, is one of the key support directions in the field of high-end general-purpose chips in the "nuclear high-base" project. The SOC chip will provide core chip support for the large-screen new display panel independently developed by Sichuan Changhong, reverse the passive situation of China's digital TV industry “lack of core and less screenâ€, promote the technological upgrading of China's electronic information industry, and promote the digital TV industry. Step forward.
At the same time of its core competence development, Changhong has also risen to the standard R&D level of the country and industry, and participated in the construction of several major projects such as the National Engineering Center for Digital TV and the National Key Laboratory of IGRS, and played a role in major national technological innovation activities. The more important the role. In January 2010, led by Changhong, 15 companies and research institutes including Changhong and China Electronics Standardization Institute, the "Digital Interface Content Protection System Technical Specification" (UCPS standard) developed by industry and information for five years. The Ministry of Chemical Affairs promulgated and officially implemented it on March 1.
2. As a large-scale integrated enterprise, Changhong has realized scientific and advanced management methods and operation modes through internal innovation optimization and improvement, ensuring sustainable development and efficient operation, and providing guarantee for the sustainable and good development of the company in the future.
(1) Market system: a complete sales formation in urban and rural areas
At present, Changhong has formed a fast-responding “sale-research-production-supply†system, which is relatively low in industry, which is conducive to meeting market demand in a timely and rapid manner. At the same time, the huge consumer market in rural areas has started. The demand for branded products in the rural market has grown rapidly. Changhong has a marketing network and service network throughout the urban and rural areas. Tens of thousands of “tentacles†determine the speed and sensitivity of market reactions. It has also formulated three-fourth-level market expansion strategies, and the main industrial lines are coordinated.
(II) Operation system: The operating base has become more stable and the profitability has been greatly improved.
After the extension and adjustment of the industrial chain, Changhong has formed three major industrial forms: consumer electronics, key components, and military electronics. With traditional machine manufacturing as the industrial platform, key components as the traction platform and core technology as the support platform, Changhong has formed. Independent innovation technology platform and industrial platform, the major industries achieve coordinated development.
Through a series of internal company policy adjustments, we constantly improve the organizational structure, increase investment in market construction, improve the efficiency of marketing and service networks, and strengthen supply chain management. At present, Changhong Multimedia's operating capital cycle has been shortened to "30 days" by "day", flat-panel TV has a turnover of more than 12 times a year, and inventory turnover rate is more than 6 times.
While maintaining and enhancing Changhong's industrial advantages and leading position in the 3C convergence field, Changhong continued to improve its core business by increasing its independent innovation and accelerating the upgrading of its industrial structure. Changhong's operating base has become more stable and its business unit's profitability has increased significantly. . Under the perfect supervision mechanism and financial risk management system, Changhong's sales revenue is increasing at an annual rate of 30%. In 2009, Changhong's net profit increased by 272.17% year-on-year.
(III) Management system: Consolidate basic management of information, finance, logistics, technology, technology, humanities, etc.
1. Through the comprehensive implementation of information management construction, it has achieved accurate and efficient financial and logistics aspects.
In terms of management support, Changhong fully promotes the modern management of information technology and fully implements the new enterprise resource allocation plan (ERP). Since its full launch in 1999, Changhong's accumulated investment in information technology has reached more than 300 million yuan, forming a complete home appliance manufacturing information system framework centered on ERP and PDM (product data management), covering product development and design. The whole process of company management such as production management, product sales, raw material procurement, logistics management, financial management, credit management, and decision support. Changhong's informatization construction has become one of the most influential manufacturing enterprises in China.
Changhong has realized information management on the basis of corporate strategy and organizational structure adjustment. Through internal transformation and external integration, it has established a scientific and efficient information system that responds instantly and changes on demand, realizing all internal links and external environment. The rapid communication response between consumer groups has become a representative enterprise of “integration of industrialization and informationizationâ€.
In the process of informatization construction, Changhong adhered to the overall strategy of “unified planning, unified construction, unified operation, and unified managementâ€. Its subsidiaries fully realized the resource sharing of the core information system platform and the “unification of basic management systemsâ€, and vigorously promoted "Unification of core values." Changhong's ERP system has covered the company-wide procurement, sales, finance, service, production and other fields, enabling the company's resources to be properly allocated and utilized in all aspects of purchase, storage, production, sales, people, finance, and materials. And with other application systems such as office automation systems (OA), supplier management systems (SRM), customer relationship management systems (CRM), product data management systems (PDM), bar code and warehouse management systems, logistics management systems, data analysis And decision support system (BI), e-HR system, customs supervision system, bank tax system and other comprehensive integration, and strive to create a unified management information system support platform for Changhong, provide information support for enterprise decision-making, improve the efficiency of the company's operation and management .
2. Financial management:
In recent years, Changhong has built a financial sharing center through information construction. At present, Changhong Finance has been simplified and simplified. Through the financial sharing center, the financial settlement procedures have been standardized, automated and streamlined. Daily financial accounting has been factory-operated through this financial sharing center.
At the financial level of the group company, including the daily financial reimbursement, accounts payable, expense management and many other accounting levels, it can be completed only by one cashier, which changes the situation of several financial personnel who need cashiers and accountants in the past. In the past, each subsidiary of Changhong built a complete financial team including general manager, accountant, cashier, etc. Now, the daily financial settlement of the subsidiary is completely included in the group's financial sharing center, suppliers, buyers and other external parties. Financial transactions have achieved corresponding cost reductions and efficiency improvements.
The birth of the financial sharing model has made the professional employment level very clear. The general financial staff conducts daily financial operations and processing, while the financial management personnel at the core level focus on the management and risk management of funds in the fields of professional finance, capital, taxation, etc. by introducing more professional talents, and managing the company. The level develops the corresponding financial analysis of relevant decisions or strategic analysis. The financial management of the entire company began to transform into high-end consulting and services, providing support for the company's continued financial trading capabilities.
At the same time, it also established internal economic responsibility, plan control, financial cost control, capital control, internal audit and other mechanisms to ensure that the company's internal control system is complete and effective, and can withstand sudden risks;
3. Technical innovation management:
Changhong is committed to building a company's innovation system from the aspects of R&D support system, management and institutional system, and innovation culture construction. At present, an innovation system based on the project manager responsibility system, based on the company and product line two-level R&D system, supported by external and internal expert technical decision-making organizations, and supported by R&D personnel's performance management and incentives has been formed. In July 2008, the Ministry of Science and Technology and the State-owned Assets Supervision and Administration Commission jointly awarded Changhong the first batch of “innovative enterprises†to guide various innovation elements to gather in enterprises and create innovative Chinese enterprises with international competitiveness.
The sense of innovation has been continuously strengthened. The innovative concept of “resilience, confidence and openness†has been deeply rooted in the hearts of the people. The innovation project has been further promoted. Based on the annual technical innovation program, a large number of technological innovation projects are launched each year, and the project resources are used to effectively allocate scientific and technological resources.
Innovative results have become increasingly significant. Under Changhong's strong technology R&D investment and guarantee, compared with 2007, Changhong has applied for 811 patents, including 410 invention patents, 192 utility model patents and 209 design patents. Compared with the number of patent applications in 2007, the number of patent applications has increased by more than 30% annually. According to incomplete statistics, in Changhong's independent innovation process, patent technology accounted for more than 85% of new technology research and development, and patent technology implementation rate reached 98%. At present, Changhong ranks 10th among the top 50 companies in terms of invention patent ownership, ranking first among Chinese household electrical appliance enterprises.
4. Humanities management
Through the re-engineering of corporate culture, Changhong advocates the “three satisfactions†corporate tenet and core values ​​of “employee satisfaction, customer satisfaction, and shareholder satisfactionâ€, and takes employees as the starting point of the value chain of business operations, putting employee satisfaction first. Inspire employees and motivate teams to achieve a combination of employee value and corporate value. Based on this, we are committed to providing customers with satisfactory products and services, winning market and profits, and bringing returns that satisfy shareholders.
In 2009, in the face of the grim situation of the financial crisis, combined with the company's second venture, through the construction of innovative corporate culture, encourage employees to carry forward the fine traditions of the company, vigorously promote Changhong's spirit of earthquake relief, and promote the enterprise spirit of “responsibility, innovation and tenacityâ€. Promote cohesiveness with cultural strength, promote research and development, marketing, and productivity with cultural strength, and promote innovation and development with cultural power.
At the beginning of 2009, combined with the company's annual business policy objectives this year, the company focused on the company's production and management through passionate activities such as Changhong, and promoted the improvement of employees' professional skills and professionalism in various aspects, inspiring fighting spirit and establishing development confidence.
By caring about the life of employees, improving the working environment of employees, warming up employees with family culture, stimulating the sense of ownership of employees, and concentrating people, motivating people and respecting people, creating a good working environment and working atmosphere for employees, through a series of post experience and A large number of professional system training to train outstanding employees. From front-line workers to management, research and development personnel, we will establish a clear career plan for each employee, and at the same time realize the corporate value, constantly demonstrate the personal value of employees, and ultimately achieve a win-win situation between the company and employees.
Changhong Future: Seize the opportunity and build a leading position in the industry
First, under the protection of key devices and core capabilities, seize the opportunities in the future consumer electronics market, and create smart people's "smart family" with smart products.
The integration of the three networks of the power grid, telecommunications network and the Internet, as well as the convergence of consumer electronics, computers, communications and content 4C, has become the future development direction and trend of home appliances. Under the megatrend of strong product technology and transmission methods, future home appliances will not only be simple and independent products, but also have many unexpected functional uses and features.
In order to seize the opportunities in the future home appliance market, Changhong grasps the development trend and direction of future color TV sets and household electronic consumer products. On the basis of the completion of the three-coordinate strategic layout, under the guarantee of key devices and core capabilities, focus on, break through, and focus on the core industries. Innovation, focusing on color TVs, collecting refrigerators, air conditioners, etc., is the first to create a new model of future home appliances - "smart home", towards a historic leap in home appliances.
In recent years, Changhong has been involved in IT, communications and other industries, and has become one of the earliest companies in the Internet industry in China. It has formed an industrial system that spans the grid, telecommunications network and the Internet. Through the tracking and development of 3D technology and Internet technology, the development and application of the future TV core display technology has been realized. At the same time, a wealth of product categories provide product protection for “smart familiesâ€.
Changhong is based on four core technical capabilities and key component development capabilities, and has formed an integrated innovation capability for digital TV. Internet-based digital TV technology applications are at the forefront of the industry; through integration of online entertainment, 3D imaging, digital home, mobile For applications such as TV, Changhong successfully built a digital TV industry chain operation model of “terminal product + content platform + network operation + business modelâ€. It also has complete product definition rights from requirements, design, chips, software, key components to system integration, and is able to tailor products to the market demand in the most timely and swift manner. Changhong's “three-network integration†technology research and development and industrialization capabilities will make Changhong the only company in China that has the ability to build smart homes.
In October 2009, Changhong launched the “Dragon†program, “Industry Focus, Revitalize Color TVâ€, focusing on the market, R&D, manufacturing and service industries. Through high-end digital technology, we will realize the integrated innovation of color TVs, refrigerators, air conditioners and other home appliances, create smart families, create a "smart family" of the people, and create a future life style full of science and technology, bringing happiness to create a happy life.
Second, give play to the advantages of military industry, strengthen the military industry, and provide strong quality assurance for consumer electronics products.
The military industry of Changhong Group has also made considerable progress. Under the strong support of the former Commission of Science, Technology and Industry for National Defense and the Sichuan Provincial Government, in 2007, Changhong was established by Zero Eighty Electronic Group Co., Ltd., State-owned Changhong Machinery Factory, Sichuan Huafeng Group Co., Ltd., Sichuan Changhong Power Co., Ltd., Sichuan Changhong Xinrui Technology Co., Ltd. The company is based on the establishment of Sichuan Electronic Military Industry Group. In 2009, Yibin Red Star Company joined the Changhong Military Industry Family. The Group's existing research and production bases are concentrated in Chengdu, Mianyang, Guangyuan and Yibin, Sichuan, and are mainly engaged in the research, development, production, sales and service of military complete machines, supporting equipment and components. Sichuan Electronic Military Industry Group has become a strategic platform for Changhong's military industry development. After five years, it will achieve output of more than 3 billion military products and more than 5 billion civilian products.
Changhong explored a unique development path of “combining civilian security forces, military and civiliansâ€. On the one hand, Changhong can use the mature military technology and advanced production resources to develop civilian industries; on the other hand, Changhong can use the talents, capital, market and other resources of the civilian industry to serve the pre-research, model development and industrialization of military projects.
Changhong electronic military products are widely used in aerospace, aviation and integrated electronic equipment. Changhong has completed the test flight of the new prototype system engineering prototype, and its performance indicators are at the domestic leading and international advanced level; Changhong Aerospace Power System is applied to the “Jianshi Aircraft Engineering†and won the “National Science and Technology Progress Special Award†issued by the State Council; The Changhong electrical connector is applied to the Shenzhou series of spacecraft and all satellites. The connectors and wiring harness of the "Flying" extravehicular spacesuit are exclusively developed by Changhong to fill the domestic gap. Through these "key components", the astronauts realize "the world call". On the 60th anniversary of the National Day military parade, eleven military units in the party were equipped with Changhong military products for equipment display.
3. In the low carbon era, Changhong has once again gained new economic growth points.
Through the introduction of new materials, new processes and new technologies, Changhong fully practices green manufacturing and realizes a low-carbon economic development model. As various mechanisms and elements of low-carbon economic development continue to improve, Changhong will benefit from a low-carbon economy.
Changhong established an engineering technology platform and achieved a number of research and development achievements in new technologies, new materials and green manufacturing. Changhong has continuous process improvement and system planning capabilities for manufacturing sites, and can provide specialized manufacturing system solutions. In today's low-carbon era, Tsinghua University is involved in industrial manufacturing and industrial innovation design in many interdisciplinary fields such as manufacturing, materials science, management, sociology, and environmental science, especially in the green manufacturing of home appliances and home appliance recycling technology. In terms of research, it is at the top level in China. With the strong support of the Ministry of Science and Technology and the Ministry of Industry and Information Technology, Changhong has formed strategic cooperation with Tsinghua. It has used Tsinghua's scientific research results to build the only domestic CRT TV with completely independent intellectual property rights. Key equipment and production lines have achieved good results transformation. Changhong has the research and development capabilities of polymer material modification technology and deep application of waste materials, and independently developed a series of new materials, and its performance is at the domestic advanced level. In 2009, Changhong Waste Appliance Recycling Project was recommended by the Ministry of Science and Technology to participate in the “2009 China International Energy Conservation and Emission Reduction and New Energy Expoâ€, becoming the only selected project in the field of household appliance recycling.
Changhong has established an energy efficiency technology platform, which is mainly embodied in three categories of products: black electricity (television), white electricity (refrigerator, air conditioner) and mobile electronic (mobile phone). TV - average power consumption, standby power consumption; refrigerator - cryogenic technology, energy-saving technology; air conditioning - air duct technology, energy-saving technology; mobile phone - long-power technology. Changhong energy efficiency technology is realized through system design (consumption reduction) and power management (energy saving).
Fourth, policy opportunities
National macro-policies such as post-disaster reconstruction and industrial revitalization planning are directly related to Changhong's industry, technology, products and markets, and a large number of areas are in the scope of policy encouragement and support. For example, Changhong's new flat panel display device industry is highly compatible with the industrial revitalization plan.
The policy of expanding domestic demand, such as “home appliances going to the countrysideâ€, “old-for-new†and “energy-saving products for the benefit of the peopleâ€, is directly related to the Changhong market. In the next few years, the country's 350 million TV sets will face new upgrades, and Changhong will benefit a lot. Taking home appliances to the countryside as an example, 2009 Changhong Home Appliances went to the countryside to achieve a total sales of 3.3 million units, with sales exceeding 6.2 billion yuan, a year-on-year increase of 387.58%, becoming a benchmark for home appliances to the countryside.
Compared with enterprises in the same industry, Changhong is uniquely benefited from the implementation of policies such as the development and opening up of the western region and the construction of China's science and technology city.
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