By 20 15, the company's dye industry achieved sales income of 2.085 billion yuan and net profit of about 230 million yuan; By 2020, the sales revenue will be 4 billion yuan and the net profit will be 520 million yuan; By 2030, the sales revenue will be 654.38+0 billion yuan and the net profit will be 654.38+0.3 billion yuan.
(B) development ideas
The company adheres to the development mode of giving priority to one industry and expanding two wings. That is, on the basis of existing dyes and intermediates, it will expand into real estate and tertiary service industry. With the development of the dye industry as the main line, the company will become bigger, stronger and more refined in the dye industry. Through continuous product innovation, service innovation, market innovation and institutional innovation, the company will establish a sound customer relationship management system, actively explore the domestic potential market, especially the terminal market of dye application manufacturers, continuously improve its business scale, market share and profitability, and comprehensively enhance its sustainable development ability, innovation ability and core competitiveness. Gradually realize large-scale production, scientific products, internationalization of management, socialization of capital and scientific management, establish an independent dye brand with international reputation, build a world-class "Donggang Blue" series of dyes, and make the company develop into a leading enterprise in domestic reactive dye production.
At the same time, through the transformation and upgrading of enterprises, accelerate the reform of the shareholding system in the dye sector and accelerate the transformation of institutional mechanisms; Changing cages for birds and developing emerging industries; Through "excellent two into three" and industrial integration, we will gradually expand into the real estate industry and the tertiary service industry, and strive to make the company develop into an enterprise group that benefits the society, serves customers, has flexible mechanism, standardized management, gathers talents, and has certain technological innovation and market management innovation capabilities.
(C) strategic positioning and strategic description
1. Strategic positioning
(1) business scope positioning: give full play to the technical advantages of existing products, further enlarge and refine KN-R and its upstream supporting intermediates, and establish its own unique competitive advantages, so as to make products have absolute advantages in quality, price and application services, and strive for a market share of over 80%. Actively carry out research and development of new reactive dyes, and gradually expand to the high-end market of dyes.
Pay attention to the research and development of composite dyes, and gradually form a variety of composite dye series. At the same time, we should consider developing a new "dyeing and auxiliary integration" special auxiliary agent to greatly improve the dyeing performance and fastness of dyes and increase the added value of commercial dyes.
(2) Target market positioning: accelerate the construction of marketing network and market intelligence system, improve the marketing evaluation system, adhere to equal emphasis on domestic and foreign markets, and pay equal attention to middlemen and end customers, and successfully build a global market structure system at different levels. And gradually expand to the high-end market of dyes to increase the added value of products.
(3) Positioning of core competence: To build the core competence of the Group's business field and successfully realize the transformation from labor-intensive and technology-intensive enterprises to technology-intensive and capital-efficient high-tech enterprises.
2. Strategic description
The company's overall competitive strategy model: the implementation of differentiation, rapid response, alliance and cooperation strategy.
(1) differentiation strategy: in the field of reactive dyes, we actively expand to the upstream and downstream of the leading product industrial chain, forming the company's unique competitive advantage, focusing on the application of customers' compound dyes and the research and development of "auxiliary dyeing integration", and actively implementing differentiation development strategies such as customer differentiation, product differentiation, service differentiation, brand differentiation and regional differentiation.
(2) Quick response strategy: market-oriented, form a quick and flexible product pricing mechanism, and timely adjust the product sales price according to comprehensive factors such as technological transformation, fluctuation of raw materials and market changes, so as to cope with the ever-changing market competition situation. Make full use of customer relations and other resources, study market information and customer product research and development information, enhance the market tracking ability of new technologies and new products, seize market opportunities, and constantly meet the actual and potential needs of the terminal market. Carry out the management mode of project system and key account manager system to accelerate the marketization of products.
(3) Alliance cooperation strategy: further consolidate the cooperation with Hensman, Desta, Colin, KISCO and other international companies in production, sales and scientific research, establish strategic alliance relations, realize complementary advantages, and make up for the company's own shortcomings in research and development, production, sales and application. At the same time, actively seek suitable middlemen, carry out cooperation in a deeper level or in a larger field, make full use of its trading platform, and make up for the shortcomings of its single product and poor market risk resistance.