By 200 1, successive years of color TV price wars have eliminated many domestic color TV enterprises. At this time, Digital Source Technology Co., Ltd., a subsidiary of the group company, is also on the verge of bankruptcy. The production of color TV, the leading product, has stagnated and the market has shrunk. Even the sales of Zhejiang Province, the base of the company, are losing ground, and the market share has dropped from the first place to the fourth place. At the critical moment, the company's first thought is to get rid of the predicament, and the key lies in the renewal of leadership concepts and confidence. Therefore, the company organized senior executives and middle-level cadres to learn excellent management articles such as Winter in Huawei and Who Moved My Cheese, and then held a "brainstorming meeting". At this retreat, the enterprise cadre generate gave many sparks of wisdom, which inspired them to inspire the confidence of the enterprise. New ideas and new thinking have gradually melted into people's minds. We are fully aware that market competition is cruel, but we must never emphasize objectivity and actively seek survival in response. Enterprises should give full play to their technological advantages and take the road of differentiated development, instead of fighting for scale and price with big companies such as Changhong and TCL. Only when you are prepared for danger in times of peace can your career flourish. ?
After the leaders at all levels of the enterprise renew their ideas and unify their thoughts, the change in work style is reflected in their actions. The team members and middle-level cadres of the company can consciously achieve the work style of "advocating seven and opposing seven". There are fewer shirking and wrangling among cadres, and more people are brave enough to carry heavy burdens; There is less perfunctory and procrastinating work, and more people are responsible and pay attention to efficiency; There are fewer people who are not motivated, and more people who are brave in innovation. Cadres consciously establish a good image of pioneering, bold and responsible, selfless dedication and good conduct among employees. ?
Now, when you walk into the yard of Digital Source Technology, the working mode of "eight to five" is no longer suitable for enterprise cadres. After work and weekends, it is often seen that many cadres consciously work overtime in the office; At various meetings, the noise of accusations and complaints from various departments has disappeared. If someone has a loud voice, he will confidently make suggestions for the overall interests of the enterprise and argue the best plan. Cadres are not afraid of difficulties, are proactive, pioneering and innovative, lead employees to forge ahead in adversity, and enable enterprises to establish a good innovation mechanism. ? Second, break the routine and achieve "leap-forward" development?
April of 200 1 should be the most difficult period for digital source technology. Changhong launched a price war for 29-inch color TV. At this time, the company has reached the position of "sell one and lose one". Take the initiative to fight or surrender? Facing the life-and-death choice, the company decided to adopt "shock therapy" decisively. On the one hand, some production lines are compressed to maintain the minimum output; On the other hand, the company took the initiative to participate in price competition, and all color TVs from 2 1 inch to 34-inch were sold at extremely low prices, which was surprising. By the end of the year, 654,380,300 shares of products were all sold out. Although the products sold below the cost price have suffered huge losses, it turns out that if these products have been in stock until today, their prices are less than half of the original price. Shock therapy enables enterprises to go into battle lightly, accumulate energy and make full preparations for a new round of market competition. ?
At the end of last year, according to the principle of marketization and specialization, the company made major changes in the production, marketing, development and management system of color TV sets, changing the traditional pattern of production, sales and product development of enterprises. ?
In terms of production guarantee, it is necessary to change the logistics distribution mode, directly push the material supply to the market, and select large domestic companies with strong domestic strength, advanced technology and good reputation to directly support and conduct centralized procurement, thus reducing the production procurement cost, shortening the supporting cycle and reducing the capital occupation. After the centralized procurement of raw materials, the material cost of a 2 1 inch color TV set decreased in 55 yuan. Moreover, the production management cost has also dropped significantly, and the rating of a single unit is only 27 yuan, which is far lower than the original production cost. ?
In product development, the "take-away doctrine" is adopted for ordinary mature color TV products, and enterprises only carry out secondary development in technology and technology, which makes the products have better performance, lower cost and higher production efficiency. As a result, new color TV products with multiple varieties and high cost performance are constantly pushed to the market. Since 65438+February last year, new products such as digital source passion "V series", pure "T series", elegant series and VS series have emerged one after another. At the rate of new products coming on the market every month 10, the company let consumers know a brand-new digital source technology. ?
In the construction of product sales market, the company adjusts its marketing strategy and marketing system adaptively in order to establish an effective market. Put forward the marketing strategy of focusing on developing the market in the province, as well as the markets in big cities and coastal areas such as Beijing and Shanghai, and sort out and integrate the marketing network. Strengthen sales with the advantages of local products in the province, do a good job in the market, and develop and consolidate a piece; In neighboring provinces and big cities such as Beijing and Shanghai, we will attack with high-end products such as high-definition digital TV to enhance the image of the company's brand in the central city and spread it to the whole country. ?
In the process of market construction, the company strengthened the publicity of corporate image and brand. Make extensive friends in the press, and report and publicize the company's scientific research achievements, new product launch, public welfare activities and other corporate events in an all-round way through major national, provincial and municipal media such as People's Daily, Economic Daily, Zhejiang Daily, Hangzhou Daily and provincial and municipal TV stations; At the same time, during the Spring Festival, May Day, National Day and other golden holidays, various promotional activities were carried out. By actively participating in the Canton Fair, Shenzhen Hi-Tech Fair, Shanghai Industry Fair, Hangzhou West Expo and other activities, the public image and brand awareness of the company were rising day by day. ? Third, persist in scientific and technological innovation and increase the stamina for development?
In recent years, many domestic color TV enterprises have closed down in the fierce price competition. Why can digital source technology persist today? One of the most important points is that enterprises adhere to the road of technological innovation. Relying on technological innovation, the company successfully developed the first generation digital color TV in China; Relying on technological innovation, the company quickly and effectively listed brand-new V and T series color TVs, which laid the foundation for the enterprise to get out of the predicament and move towards prosperity again. ?
In terms of technological innovation, enterprises actively develop high-end products that are advanced in the world, leading in China and forward-looking. In 2002, the 52-inch LCD rear projection color TV developed by the company with independent intellectual property rights passed the appraisal of the Ministry of Information Industry; The 30-inch digital high-definition LCD TV with the largest screen in China was listed in China for the first time. The appearance of these high-tech products fully demonstrates the comprehensive strength of enterprises. ?
In addition, enterprises regard product quality as their life, strengthen the internal quality management system, act in strict accordance with ISO900 1 system certification requirements, strengthen basic management with zero quality defects as the goal, and continuously improve the first-time qualified rate of workshops and the qualified rate of commercial unpacking. In the whole year, the unpacking qualification rate of the company's color TV products reached 99? 7%, repair rate was lower than 2% in the first month, reaching the leading level of peers. Digital Source West Lake Color TV is the first batch of "China Compulsory Product Certification Certificate" in China, namely "3C" certification certificate; Export products obtained CB certificate. In the questionnaire survey held by Hangzhou Tracking Station of china association for quality National User Committee, the satisfaction rate of digital source West Lake brand reached 100%. ? Fourth, people-oriented, building a high-quality workforce?
The main body of an enterprise is employees, and the sense of responsibility and mission of employees is the basic guarantee for enterprises to survive in the fierce market competition. In the escalating price war of color TV industry, the economic benefits of enterprises are not good, which affects the confidence of employees to do a good job in enterprises. In this regard, the group company pays close attention to learning the knowledge of market economy and educating its employees on the situation and tasks. By inviting experts and scholars to teach the theoretical knowledge of market economy, organizing a big discussion on "What should we do when enterprises are in trouble" and carrying out professional ethics education with the theme of "honesty, dedication, discipline and dedication", everyone has formed and strengthened the sense of responsibility that development is the last word, enhanced their sense of urgency, re-established their confidence, made more contributions to enterprises consciously and voluntarily, and shouldered heavy responsibilities without regrets. During the New Year's Day and Spring Festival in 2002, the sales of digital color TV sets soared. During this period, in order to ensure the market supply, workshop production workers worked overtime for 40 days, and many touching cases of "taking care of the overall situation at home" emerged. At the critical moment, the employees of the enterprise showed lofty spiritual outlook and ideological character. ?
Group companies also actively encourage employees to participate in and discuss state affairs, hoping that employees will know the truth and make suggestions. The company insists on running well the factory newspaper, radio station, publicity window and internal LAN, making it a good channel for internal communication information. The company has established a factory affairs publicity system, which was submitted to the workers' congress for deliberation before some major systems and plans were introduced. When formulating enterprise management system, let employees participate from the source. Moreover, actively carry out golden ideas, rational suggestions and so on.
I believe that relying on the masses of workers and fully mobilizing their intelligence and wisdom, enterprise cadres and workers will unite as one, work hard, and strive to complete their work with full mental state and make due contributions. Relying on this team, enterprises break through the tight encirclement and step into prosperity.
After more than a year of reform, adjustment and development, digital source technology has made color TV business show a good situation of both production and sales. At present, the enterprise has opened two new color TV production lines in Xiasha Industrial Zone to further expand the production scale; The number of key sales customers has doubled and the market has been further consolidated. In Hangzhou, the market share of digital source West Lake brand color TV has returned to the first place. Enterprises have re-entered the track of rapid growth. Eye-catching reports such as "Color TV returns to the ticketing era" and "Digital HDTV sells well in Shanghai" are constantly seen in major newspapers and provinces and cities across the country. The rapid rise and resurgence of "digital source phenomenon" has attracted great attention from the central media such as Economic Daily and Economic Observer, and sent editorial board members and senior journalists to visit the company to make special reports.
One year's hard work has created good performance and enhanced the confidence of enterprises to take off for the second time. Now, the group company will seize the opportunity brought by global digitalization and informatization in the 2nd/Kloc-0th century, and make West Lake Electronics bigger and stronger according to the strategy of "revitalizing the city through industry" in Hangzhou and the strategic plan of keeping pace with the four main businesses of enterprise information appliances, communication, IT and real estate. In 2003, Xihu Electronics Group will continue to rely on digital source technology, pioneering and innovating, aiming at producing 1 10,000 color TVs, 2 million mobile phones and 3,000 optical engines, achieving the extraordinary development goal of sales revenue of 2 billion yuan and making great strides.