Shenzhou Computer R&D Center has an office area of 6,000 square meters and more than 330 R&D employees. In the past eight years, Shenzhou Computer has set up R&D centers for boards, systems and flat panel displays, and in 2003, with the support of Shenzhen Municipal Government, it set up one of the only three R&D centers for notebook computers in China, becoming the most powerful local computer enterprise in China. Shenzhou Industrial Park covers an area of 6,543.8+0.6 million square meters, including production workshop, administrative R&D building, comprehensive building of 6,543.8+0.4 million square meters, staff dormitory and cadre apartment of 6,543.8+0.6 million square meters. The whole park is divided into working area and living area, and the architectural style is simple and elegant. The large area of water, green land and trees make the design of the whole park full of green and humanistic atmosphere. IT is one of the most beautiful industrial parks in China IT industry. In the concept of Shenzhou Computer, quality management is in the most important position in the overall management of the company. Shenzhou Computer can maintain its high-speed development for eight years precisely because of the strictest quality management guarantee.
In terms of quality management, Shenzhou has always followed the concept of "quality is made, not tested", and strictly inspected and tested the raw materials of all products from the source of suppliers. In the process of mass production, any defective products are absolutely prevented from flowing into the next process through the node quality inspection of the production line and the aging test control of the back end; Finally, scientific sampling inspection should be carried out after the product goes offline to ensure the last pass before the product leaves the factory. Shenzhou Computer has world-class production equipment and the strictest manufacturing management, with a production capacity of 6.5438+0.5 million units/year, and a total capacity utilization rate of over 95%, among which the annual output of notebooks can reach 6.5438+0.2 million units, laying a solid foundation for the take-off of Shenzhou!
In the production center of Shenzhou Computer, there are 3 test lines for desktop production and automatic aging, 4 test lines for notebook production and automatic aging, 2 test lines for LCD integrated computer production and automatic aging, and 2 test lines for LCD display production and automatic aging. In addition, there are nine world-class SMT production lines for high-speed boards, follow-up plug-ins and test lines, and our own painting and screen printing workshops, forming a complete computer production supporting system. In after-sales service, Shenzhou Computer has been adhering to the belief of "customer-oriented", setting up professional customer service centers, equipped with various professional customer service personnel, and setting up customer service centers all over the country to ensure that customers' problems can be solved in the shortest time.
Shenzhou Computer strictly abides by and implements the national "three guarantees" policy, and puts forward the after-sales service commitment higher than the national and industry standards. The main parts are guaranteed for three years. Even if some services need to be paid, the cost performance is one of the best in the industry. After eight years of pioneering and innovation, Shenzhou Computer has formed a very comprehensive product line with independent R&D and manufacturing capabilities, mainly including eight product series-notebook computers, desktop computers, screen computers, TV computers, LCD TVs, LCD monitors, motherboards and graphics cards.
Shenzhou notebook computer occupies the most important position in Shenzhou's product line, which is divided into four series: Elegance, Tian Yun, Carrier and Jackie Chan, all of which have high cost performance, but each has its own emphasis, covering consumers with different application needs.
On the other hand, the screen computers and TV computers in Shenzhou Tang Dynasty were the results of independent research and innovation of Shenzhou, and won the "Cotton Tree Award" of the 2007 International Innovation Industrial Design Award. Compared with desktop computers, it can get rid of the confusion of messy wiring, save electricity, silence and space; Compared with notebook computer, it has better comfort and stronger performance.
Having the R&D, design and manufacturing capabilities of core boards such as motherboard, graphics card and driver board is the fundamental guarantee for Shenzhou Computer's continuous product innovation. At the same time, we also have two independent brands of "Pan Ying" and "Xiaoyingba" in motherboard and graphics card, and the sales volume has increased steadily. The first innovation of Shenzhou Computer is management innovation, which Wu Haijun summarized as the theory of "pig" and "mouse". The main purpose of management is to increase revenue and reduce expenditure and improve labor productivity. Wu Haijun believes that in a company, there are three kinds of employees: the first kind is hardworking people, and it is their hard work for the company that makes the company continuously improve its efficiency. The other is called "pig", which often does not work or do stupid things, which will seriously increase the management cost of the company. The third is the "mouse" who steals the mouth. If an enterprise has more "rats", it will be finished. Wu Haijun, for example, said that if an enterprise has a "mouse" for purchasing or other links, in the process of purchasing a notebook computer, the "mouse" will cost 100 yuan, and the product cost will increase by 300 yuan to 500 yuan, which will probably increase the cost 10%. The top management of the company participated in the most important procurement activity, namely, mobile slice management. Coupled with the nature of the company's private enterprise, through management innovation, Shenzhou has reduced the management cost by about 5% compared with other enterprises in the same industry, and the overall cost savings are about 15%.
R&D and manufacturing innovation-insist on independent R&D and production, and constantly innovate products.
The second major innovation is that Shenzhou has always insisted on independent research and development and production, especially research and development. Many domestic peers outsource production, but Shenzhou insists on doing it by itself and is willing to invest in research and development. According to Wu Haijun, Shenzhou will spend 2% of the company's sales on R&D every year. This is because, firstly, Shenzhou is the only brand-name machine manufacturer with board-level R&D and manufacturing capacity in China, and its cost will be about 5% lower than that of its competitors. Second, we can grasp the trend of the market in a forward-looking way, so as to take the initiative in market opportunities. For example, Shenzhou Cute Treasure Digital Home Computer and Shenzhou LCD TV were all planned two years ago, and they were completely independently developed and produced. Once the market is mature, they can immediately enter the market. The greater advantage is that because of independent research and development and production, the negotiation ability with upstream procurement is greatly improved, which gives Shenzhou Computer a strong resource integration ability.
Innovation of Channel Model —— Store Direct Selling
Shenzhou has a strong sales channel, with 35 branches and 34 offices across the country, and manages nearly 2,000 specialty stores. The complexity and variability of channels in China, especially the frequent replacement of agency products by channels, is a headache for many computer manufacturers. Wu Haijun believes that the less profit sales consume in the channel, the better. A good way is direct selling. However, the online payment and bank payment systems in China are not perfect, consumers can't see the products, and online direct sales and telephone direct sales are not completely suitable for the sales market in China. Therefore, the channel model adopted by China is "store direct sales".
Most of the specialty stores in China are opened by themselves. For example, in the stores of Hailong, Dinghao and Kemao in Beijing, Shenzhou directly signed contracts with Computer City, renovated and arranged samples, and then contracted them to dealers for operation. Dealers can decide whether to participate in the operation of Shenzhou products (that is, whether to stay or not), but they cannot change the business content of the store, so in any case, the sales channel of Shenzhou is very stable and will not change at will. In addition, Shenzhou's profit to the channel is very low. A notebook only has a profit of one or two hundred yuan, and the bigger it is, the richer it will be. Through the innovation of channel mode, China has saved about 5% profit consumption compared with its competitors.
Innovation of production mode-production according to supply
Finally, the innovation of production mode is discussed. Wu Haijun creatively put forward the theory of "production according to supply" and put it into practice, which achieved great success. In fact, among these four innovations, supply-based production mode innovation is the core part, which maximizes the innovation achievements of the other three aspects.
Wu Haijun analyzed that the traditional mode of production is called planned production, which is the product of the production-oriented planned economy era. Later, a production mode was called make-to-order production. All DIY assembly machines in China are made according to orders. Consumers come to the door, what kind of motherboard they want, what kind of CPU they need and what kind of memory they use. Then as soon as the order was opened, they began to assemble computers, and then they had to sell them directly. This make-to-order production model has been carried forward by American colleague Dell, which is the mythical dell model, also known as direct selling. In fact, the decline of DIY and many installation companies has proved that order-to-order production and so-called direct sales mode are backward production methods, which have been gradually eliminated in China market, because only mass production can really reduce costs and ensure the stability of quality. At present, the most advanced mode of high-tech products is production according to supply, and Shenzhou has reached the extreme in production according to supply. According to Wu Haijun, production according to supply has saved at least 10-20% of the cost for Shenzhou, and even more costs will be reduced!
Wu Haijun also took the famous 4,999 yuan Shenzhou notebook at the beginning of 2005 as an example to illustrate the great power of the Shenzhou supply production mode. At that time, everyone thought that 6999 yuan was the lowest price for notebooks, but Shenzhou sold notebooks to 4999, and the shipment was still very large. Many people thought that Shenzhou was losing money to earn money, but in fact, Shenzhou was crazy at that time. He said that in the fourth quarter of 2004, Intel sold me 20,000 CPUs, namely Celeron M 1.2G, which was a very good product. I bought it and put it in the library. I only sold 1000 CPU a quarter. In the first quarter, Intel asked me if I still had 30 thousand. Do you want it? I want more! Because the price he gave me was $48, I don't think there is anything to worry about when the laptop CPU reaches $48. Let alone a good product. 50,000 48-dollar CPUs were piled up in the library, and I immediately went to talk to the quasi-system manufacturer. Originally, the market price of a quasi-system was $250-$260, but I suddenly cut it to $265,438+00 because I got 50,000 quasi-systems. I'm going to find the screen next. At that time, Europe and America no longer wanted 14 inch. For example, at that time, Dell cancelled tens of thousands of screens of Guanghui and Chimei because the Christmas sales season in Europe and America had passed. I said this thing is good, and domestic 14 inch LCD notebooks are the mainstream, so I went to talk to them about the price. At that time, the LCD screens were all around 140- 150. Later, I talked about $85, and I placed a 50,000 order at once. Then go to Hitachi and talk about the hard disk. I said I want 50 thousand, you supply it to me right away. What is the price? I just need a 30G hard drive. Didn't he say that the mainstream is 40G? I said that the average student's 30G hard disk is not enough? In this way, Hitachi gave me 10 dollars. CPU is nearly $40 cheaper, barebones is nearly $50 cheaper, LCD is nearly $60 cheaper, plus hard disk, so I am cheaper than my competitors. We saved more than 10% through management and channel innovation, so they sold 6999 yuan, so I can sell 4999 yuan, because my cost is not as high as theirs. Each of the 50,000 notebooks earned 800 yuan, and the 50,000 notebooks suddenly reached 40 million. As soon as the products went on the market, they were well received by consumers. This is a typical example of production according to supply, telling the market to do the opposite.
In order to further elaborate his theory of "production according to supply", Wu Haijun took playing cards as an example and put forward the "bomb theory". He said that sometimes it's just like playing cards. It's like playing fast. I can't catch the third child, and I can't catch two third children. That's the weakest, but I can catch four third-place children and it's a bomb. Therefore, Shenzhou's products often catch four "little three sons" in their hands, and when they are hit, they are bombs in the market. Then a group of people say stupidly, how do you make money? I said I was rich. So I often throw bombs in the market. I dropped 4999 bombs in the first season and 3999 bombs in the second season. Shenzhou is good at grasping the four "small three sons" of supply and production, forming bombs, constantly throwing bombs and bombing the market.
Production according to supply seems simple, but the actual operation is not simple, and it must have five strong strengths. First of all, we need to have an accurate understanding of the market, otherwise, what should we do if we make something that we think sells well and cannot be sold in the market? This kind of understanding should be completely from the perspective of consumers, and the trick of rhetoric will not last long. Secondly, it is the mastery of technology. On the one hand, it is to grasp the industrial trend through the development of technology, because this is a technology-driven industry. On the other hand, I have the ability of independent research and development through independent research and development to support and respond quickly. If the upstream does not supply me, I will do it myself or modify it. For example, we used to have 12 inch widescreen products, and I got more than 38,000 12 inch standard screens cancelled by IBM. What should I do? We have the ability to independently develop molds. If you change the frame, it will immediately become a 12 inch standard screen, which only takes one month. Third, understanding and grasping the supply chain. You caught "three sons", and finally you only caught three, but you still missed one, and you still can't form a bomb. This requires a strong understanding and grasp of the supply chain. Fourth, the financial strength is strong. Modern high-tech industry is a large-scale industry. Without strong financial support, it is impossible to grasp the supply chain. Fifth, strong and controllable channels. The computer market is a rapidly changing market. Without strong and controllable channels, it is impossible to respond to market changes in time. The price is extremely low and the things are very good, so consumers often say that buying Shenzhou is like treasure hunting, and they often get extra treasures, because they are all good things that can't be sold, and the price given to us is the lowest. According to the most accurate understanding of the consumer market, the fastest way to transform upstream resources into products that surprise consumers is the success of Shenzhou.
It is through the above four innovations that each computer in Shenzhou can be 20%-40% lower than its competitors, thus achieving an amazing growth rate. Wu Haijun proudly said that Shenzhou entered the notebook computer market when it was Ma Pingchuan. Some people say that the competition is fierce, but I don't feel it. I just think it's more painful to have sex, and nothing else is difficult In just one year in 2005, the sales of Shenzhou notebooks tripled or quadrupled. In the retail market, Shenzhou notebook is a well-deserved brand with the first market share. On August 26th, 20001year, the first complete machine of Shenzhou computer rolled off the assembly line, marking the official entry of Shenzhou computer into the computer market.
In 2002, with the CCTV advertisement of "4888, Run Four, Carry Home", the monthly sales quickly exceeded 20,000 units. CCTV evaluation: Shenzhou has completed the road of other brands for six years in one year;
In 2003, Shenzhou computer entered the notebook market, and the first 5999 yuan notebook computer was released, which set off a "thousand yuan notebook storm";
In 2004, the sales of Shenzhou notebook computers quickly jumped to the top three of domestic brands;
In 2005, the monthly sales volume of Shenzhou notebooks exceeded 30,000 units, and the retail market share of China notebooks rose to the second place after Lenovo.
In 2006, the international business expansion of Shenzhou Computer achieved rapid development, winning the bid for the United Nations10.5 million global purchase orders;
June, 5438+October, 2007 10, Shenzhou Computer released the latest independent research and development achievement-Tang Dynasty tablet PC, which won the "Cotton Tree Award" of the 2007 International Innovative Industrial Design Award;
From June 5438 to February 2007, according to statistics, Shenzhou Computer sold nearly 1 10,000 computer products, ranking second among local brands in China.
In 2008, the annual sales volume was 6.5438 million units.
The target sales volume in 2009 is 6.5438+0.5 million units.
The rapid development of Shenzhou Computer has been supported and highly praised by governments at all levels, and it has successively won the titles of "China abides by contracts and values credit", "China Top 100 Electronic Information Enterprises", "Guangdong Top 100 Private Enterprises", "Guangdong Famous Brand Products", "Shenzhen Credit Demonstration Enterprise" and "Shenzhen Most Valuable Enterprise for Talent Growth". In 2006 and 2007, Shenzhou brand was awarded the title of China brand.
Shenzhou Computer International Business Partner of Shenzhen Branch of China Construction Bank in 2009
Shenzhou Computer the Second AAA Enterprise of Shenzhen Import and Export Credit
Quality Customers of Shenzhou Computer Guangdong Development Bank in 2009
Shenzhou Computer Bantian Street won the third place in the 2009 track cup football match.
The favorite IT national brand of Shenzhou computer users.
2009 Top 100 Enterprises of Shenzhou Computer and Electronic Information