The Historical Evolution of Yunnan Lifan Ma Jun Vehicle Co., Ltd.

Dali Ma Jun Industry and Trade Group, formerly known as Eryuan Materials Co., Ltd., was established in 1978 (Wuwu Year). It is a state-owned commercial circulation enterprise, mainly responsible for the supply of steel and cement in the county. Before the reform, the overall scale of the enterprise was small, the business variety was single, and the total annual sales and profits and taxes were negligible. With the further deepening of the market economic system reform and the increasing market competition, the company's development is difficult, and the reform is imminent and imperative. Eryuan County Party Committee and government further emancipated their minds and comprehensively deepened the reform of state-owned enterprises with the reform of property rights system as a breakthrough. 1May 1997, the material company was restructured for the first time. State-owned enterprises have been transformed into state-owned joint-stock cooperative enterprises and gained a firm foothold in the increasingly competitive market. It was in this reform that Comrade Ma won the trust of the leaders and became the first "chairman of state-owned enterprises" with 98% of the total votes. Before the reform, material companies, like other enterprises, were gradually exposed in the tide of market economy. For example, the system was not smooth, the employees of the enterprise did a good job but did a poor job, doing more and doing less, holding the "iron rice bowl" and eating the same pot with peace of mind, the enthusiasm and creativity of the employees were difficult to play, and the development of the enterprise was difficult. Ma led all the staff to emancipate their minds, advance despite difficulties, and live up to expectations. With brand-new business philosophy, brand-new marketing strategy and brand-new market concept, Ma stood firm in the increasingly competitive market tide and achieved impressive results. In that year, the total sales, profits, taxes, tractor sales, subordinate business outlets, the number of employees and per capita wages of the enterprise all increased significantly compared with those before the restructuring, and the enterprise achieved its first take-off.

1after may, 1997, the joint-stock cooperative system has been running for three years, but the vitality of the enterprise is still not strong. In June 2000, the company carried out the second reform focusing on equity concentration. The reform of "restructuring enterprises" has been realized. In this reform, Ma was re-elected as the group leader and party secretary with 65,438+0,000% in favor. In February 2002, the company was restructured for the third time, and the state-owned capital was withdrawn at one time. The company changed its name to Eryuan County Materials Co., Ltd., after the restructuring, the registered capital of the company was 3 million yuan, and the chairman was Ma. In June 2003, Dali Ma Jun Industry and Trade Group was formally established.

In the process of the company's development, the culture itself is constantly innovating and developing.

One night in the winter of 2002, it was raining heavily, and the party and government leaders of the group held a market analysis meeting in Baoshan joint venture company. Suddenly, the after-sales service hotline received a customer's help. Due to the deadline, a tractor that has been used for more than half a year broke down at the construction site, and asked to send someone to repair it. Hearing this, the party and government leaders of the group immediately suspended the meeting, asked about the situation, and set off with accessories and technicians in the cold wind and heavy rain on winter nights. The operation department is more than 20 kilometers away from the construction site and passes through a muddy mountain road on the way. Because the road is in disrepair for a long time, the road surface is soaked by rain, and the car can't move on. Party and government leaders took the lead in jumping off the cart and moving forward. After everyone's efforts, we finally arrived at the construction site in the shortest time, which solved the difficulties for users. Users see that they are standing in front of them.

At the beginning of the company, the tractor market in Yunnan Province. In 200 1 year, the company and Fujian Group jointly established Mintuo Group Yunnan Eryuan Tractor Assembly Factory. Taking product innovation, quality, variety and after-sales service as the breakthrough point, combined with the characteristics of the western region, the company independently developed a 14 tractor with high cost performance and strong adaptability through careful design and repeated experiments. On average, a marketable product is produced every half month, which is favored by users.

The active participation of employees, dedication and consideration for users everywhere are the biggest characteristics of our company culture. The market share and possession of "Nongyou" brand tractors in Yunnan is over 90%, which has defeated competitors from all walks of life. The company's sales revenue increased from 65,438+0,996 to 2006,5438+0, which wrote a new chapter in the construction of corporate culture, putting the development of the company and the personal value pursuit of each employee.

In recent years, the company has firmly established the business philosophy of "market-oriented, factory-based, culture-oriented, efficiency-oriented, quality-oriented, reputation-oriented and development-oriented", and gained a sustained, rapid and healthy development momentum. In 2003, the company invested 65.438+0.2 billion yuan to build 30,000 tractor production lines in Eryuan Deng Chuan in May of 65.438+0, with an annual output of 30,000 tractors. In 2003, the company produced 22,000 tractors and sold 23,000 tractors. Coupled with the operation of various agricultural machinery accessories and agricultural machinery products, the total sales income reached 820 million yuan, which has a high market share in Yunnan, Guizhou and Southeast Asia. In 2004, in order to seek greater development space, the company launched an automobile production line in different places while producing agricultural vehicles. Yunnan Lifan Ma Jun Vehicle Co., Ltd. was jointly established with chongqing lifan Group, with a registered capital of 65,438+/kloc-0.80 billion yuan and an investment of/kloc-0.80 billion yuan. It was completed and put into operation in July, and achieved product sales income of 920 million yuan that year. In 2005, it produced 12077 vehicles and sold 1 1455 vehicles. 25,706 tractors were produced and 24,966 tractors were sold, achieving a total industrial output value of 65.438+0.78 billion yuan, a sales income of 65.438+0.67 billion yuan, an average annual increase of 60%, and a profit of 65.438+0 billion yuan.

The company covers an area of more than 65,438 mu, with total assets of 688 million yuan at the end of 2005. With an annual output of 30,000 tractors and 30,000 automobiles, we mainly produce "Lifan" brand light, medium and heavy trucks and "Nongyou" brand agricultural vehicles and tractors. At the same time, it also declared and passed the trademarks of "Shi Jun" and "Yunjun". The company consists of Dali Ma Jun Automobile Factory, Deng Chuan Tractor Factory, Jiangxi Agricultural Vehicle Factory and Yunnan Lifan Ma Jun Import and Export Co., Ltd., and has set up 54 direct sales branches in all parts of the province and Sichuan, Guizhou, Guangxi, Hunan, Shaanxi, Jiangxi, Anhui, Chongqing, Guangdong, Ningxia, Hebei and other provinces, municipalities and autonomous regions, with a total of 226 direct sales branches. Sales offices have been established in Vietnam, Myanmar, Laos, Cambodia, India and other countries, and sales offices will be established in some African countries in the next step.

Since its establishment, the company has fully established a team, given full play to its market network to promote brands such as Lifan and Nongyou, focused on products and customers, and formed different strategic choices around products, technologies, services, prices, market space, channels and competitive situation to strengthen production, sales and management. The company is entering a brand-new strategic development stage-establishing and perfecting the "four"

The first is the "production platform". Production is the foundation of enterprise development, and a certain production scale is the basic condition for enterprises to survive in the fierce market competition. In the future development process, the company will always focus on the three key links of "quality, cost and quantity", strictly implement the ISO900 1 total quality management system and refined management, and continue to transform and improve the truck assembly line, cab assembly line, frame production line, container production line and automobile inspection line with the quality culture concept of "not paying attention to quality, the devil takes the hindmost". Full-load production can reach 65,438+020 vehicles per shift, with an annual output of 30,000 medium-sized trucks. Through strict quality management, all the 65,438+042 vehicles produced by the company have passed the national 3C compulsory certification.

In order to further meet the market demand, the company requisitioned 420 mu of land in the north of Fengyi Automobile Factory, invested in new assembly lines and container production lines with an annual output of 30,000 minivans, newly built unreeling and leveling lines for medium-sized trucks and cab stamping lines, and invited six supporting manufacturers to build automobile supporting industrial bases. And take the development strategy of "grasping both ends and putting them in the middle", and strictly control the key links such as new product research and development, key parts production and vehicle assembly. Matching parts and outsourcing parts are purchased in and out of the province, forming an independent innovation, efficient and capable industrial structure.

The second is the "market and service platform". While expanding its scale and accelerating its development, the company has always grasped the market, and set up 16 direct sales branches and 96 direct sales operation departments in the whole province according to the business idea of "market first, factory later". There are 38 direct sales branches outside the province, 226 business departments and 40 gold customers (distributors)/kloc-0. The purpose of establishing a direct selling system is to effectively manage marketing, market development, product safety and capital safety, and to expand one, two, three or even more distribution agents from point to point. Distribution agents implement a full buyout system to strengthen service guarantee. Make each direct sales branch truly become a "bridgehead" for commanding, promoting, coordinating, managing, guaranteeing and serving the company's product sales within the local scope, and at the same time complete the construction of four major guarantee systems: market expansion, publicity system, sales system, after-sales service and spare parts management system, and financial and logistics management.

The third is "supporting platform". Good collocation is the basis of building high-quality products. The company has established a cooperative partnership of "mutual benefit, reciprocity and mutual trust" with supporting manufacturers, and regularly conducts consultations and coordination on business policy, product quality, product development and after-sales service. The supply system management is changed to select three suppliers for each accessory, and at the same time, the supply price, product quality, quantity guarantee and reputation of each accessory manufacturer are evaluated, and the first-level, second-level and third-level suppliers are evaluated realistically; The first-level supplier is the main supplier, the second-level supplier is the auxiliary supplier, and the third-level supplier is the supplement. Payment method is changed to 15 days. At the same time, adjust suppliers in time according to the situation, improve product quality, reduce product cost, and give profits to consumers and distributors, which will eventually drive the development of related supporting industries and realize benign interaction.

The fourth is the "technology platform". Technology is the wing of an enterprise. Lifan Ma Jun starts with innovation and develops with innovation. Without innovation, there would be no us today. Since its establishment, the company has always focused on product technological innovation and scientific and technological investment, developed new products around the market demand, paid attention to the improvement of product technical content, owned a complete technology, process and quality assurance system, introduced advanced production technologies and process equipment at home and abroad, and built production lines such as paint cathodic electrophoresis pretreatment, painting, cab stamping and assembly welding, girder and cargo compartment, as well as vehicle assembly line and vehicle inspection line, and continuously improved its technical level and product grade, supplemented by advanced quality inspection and inspection.

At the same time, we attach great importance to the introduction and training of technical talents and the construction of scientific research teams. We have introduced more than 80 engineers and set up a product research and development center, which has a tractor project team, a small truck project team, a medium truck project team and a heavy truck project team. According to market demand, actively listen to market opinions and suggestions, develop new products suitable for the market, and constantly enhance the core competitiveness of enterprises. According to the general requirements of advanced technology and reasonable production, the company has independently developed 68 cars and 14 tractors with high cost performance and strong adaptability, aiming at the characteristics of the western region, which are favored by users.

It should be said that after three reforms, the company has innovated the system and activated the operating mechanism, and has made certain achievements in enterprise reform and development. Facing the fierce competition in the automobile market, Yunnan Lifan Ma Jun Vehicle Co., Ltd. never dares to slack off for a moment.