When the manufacturers held high the banner of “globalizationâ€, there were three tailor shops on the streets of the United Kingdom and they competed with each other. They defined their strategies as “best global costume†and “the best brand in the UKâ€. "And" do the street to do a good product. " As a result, the latter wins.
This short story was told by an interviewer at the end of August of the factory manager of the Xichai factory, Qian Hengrong. The purpose was to introduce Xichai’s development vision: to strengthen national enterprises and embody the national spirit as their duty, and strive to be better than others in China. all good. The significance of this is that the globalization strategy is important, and down to earth is more fundamental.
This year marks the 66th anniversary of the construction of Wuxi Diesel Engine Factory by FAW Jiefang Automobile Co., Ltd. To the reporter's deadline, the company's production and sales volume in 2009 has exceeded 230,000 units, and by the end of September, it will exceed 260,000 units. By the end of this year, it is expected to achieve the goal of producing and selling 300,000 units in advance.
Surprisingly, the corporate leadership team did not look back on a high profile and chose to look low-key. By the end of this year, the company's "313 Strategy" (using three years of time, by 2010, 300,000 units of product sales, 10 billion yuan in sales, profits of 300 million yuan) is expected to be achieved in advance. Looking further afield, Qian Hengrong made clear the next step in the development of ideas: improve and increase diesel engines, accelerate the development of light-duty diesel engines, and start diesel engines for passenger cars.
Deep ploughing product line layout
Walking in the factory area of ​​Xichai, the title of "garden-style factory, hospital-style workshop" is worthy of the name. More than 1,000 trees stand on the side of the plant road to welcome visitors. More than 200,000 plants and bushes and more than 60,000 square meters of lawn will plant the plant area into a large garden. In a spotless production workshop, employees dressed in white uniforms can be difficult to imagine during the shuttle. This is actually a production base for diesel engines that are smoky in their impression.
In the Xichai Museum, several generations of diesel engines independently developed by China were exhibited from the 1950s to the present stage. The update of the series of products is written on the history of the development of the diesel engine industry in China. The layout of a series of products is also one of the main strategies for this old state-owned enterprise to become bigger and stronger.
"The layout of series products has become an important guarantee for the rehabilitation of a company's body." When it comes to product categories, Qian Hengrong is like a few. At present, Xichai's main products are W, X, K, F, L, N, M seven series diesel engines, with a power range of 46 to 500 horsepower. Doing "national brands high-end power" has always been the vision for enterprise development. At present, Xichai's product emissions meet the country's 3 to 4 standards, and it has become the serial diesel engine manufacturing enterprise with the largest displacement and the widest power coverage in the domestic industry. The scope of application of the product involves cargo, traction, passenger transport, public transportation, power stations, construction machinery, special vehicles, etc. Rich products have made Xichai "power supermarket" a good name.
Reminiscent of past years and thick. Xichai was founded in 1943. In 1992, it joined FAW Group. In 1993, it entered the core layer of FAW and changed its name to "China First Automobile Group Corporation Wuxi Diesel Engine Factory." In 2003, FAW established and established "FAW Jiefang Automobile Co., Ltd." and Xichai became a specialized branch under the Liberation Company.
After experiencing the hardships of entrepreneurship, the glory of development, and the embarrassment of development, Xichai began its second venture with the theme of "reinvigorating brilliance and brilliance" in 1992. Qian Hengrong believed that the period from 1992 to 1993 was the basic phase of the enterprise's transition. From 1994 to 1995, it was an accelerated development stage. Since 1996, it has entered a qualitative leap.
Since 2001, Xichai has started its third venture and established the “threeizations†(production modernization, digital management, and internationalization of operations) and “Three Dreams†(brand dreams, catching up with dreams, becoming international dreams). The grand goal of the company, in 2002, set a record for the world's best sales of a single series of diesel engines. Since 2006, the company embarked on the third phase of the entrepreneurial journey.
In the current fully competitive market platform, the importance of brand strategy to enhance the competitiveness of enterprises can not be ignored. "Whether it is the competitiveness of a product or the competitiveness of a company, it is comprehensively reflected in the brand's competitiveness." Qian Hengrong attaches particular importance to this.
The first CA6DL “Aowei†diesel engine independently developed by Xichai was awarded the second prize of the National Science and Technology Progress Award and set a banner for the domestic brand of the internal combustion engine industry. Since then, the company has successively developed and completed the development of the 13-liter Aobao diesel engine and Aocheng 11-liter diesel engine, completed the construction of a high-power platform, and ensured the liberation status of heavy-duty trucks.
In response to energy-saving and emission-reduction requirements, Xichai has independently completed the performance development of the 3 engines, and established the method and process for the calibration of the engine rigs, the “three highs†(high temperature, alpine, and high plateau) of the entire vehicle, and established the conditions suitable for China’s national conditions. Calibration database, formed a complete electronically controlled diesel engine development system, fully mastered the industrialization technology of the National 3 diesel engine, and developed a new road to rely on independent innovation to master the core technology.
Three years of reforms, steadily advancing the "313 Strategy"
Last year, a global financial crisis swept the global manufacturing industry. When many manufacturing companies adjusted production and reduced production, and were busy dealing with the crisis, the Xichai leadership did not relax their demands. In FAW Group's “two-year change of view†(strive for three years, the operational outlook of the autonomous front was significantly improved. Under the guidance of the strategic approach of making the competitiveness of independent products significantly improved, the "313 Strategy" was resolutely put forward.
How to fight under the banner of Gao Xie? Xie Caichang Party Committee Secretary Cai Zhenfa made an analysis to reporters: To improve the overall competitiveness of enterprises, it is necessary to increase the efficiency of enterprises. To improve the competitiveness of products, it is necessary to significantly increase market share. rate. In order to achieve these two objectives, it is necessary to do a good job of the team and put talents with both ability and integrity on top of important positions, that is, to use people well. At the same time, it is necessary to strengthen the executive power of enterprises and solve various problems in the development of enterprises, that is, "doing good."
Cai Zhenfa said that the key to effectively responding to the crisis lies in the emphasis on product quality. Xichai always regards “winning with quality†as a development strategy, and regards creating a “national brand high-end power†as a corporate vision, and writes the Xichai brand on the banner of development as an unremitting goal.
In the first half of this year, Xichai used the east wind of the quality promotion conference, taking the zero-kilometer breakdown as a breakthrough, and paid close attention to the improvement of quality, and the quality work was significantly improved. By eliminating zero-kilometer failures on the line, the whole plant quality work achieved "three upgrades."
First, the quality control of parts and components has been improved. Strengthen the quality control, supervision, rectification efforts.
Second, the overall assembly quality has been improved. Strengthen the statistical analysis of quality indicators such as rework rate and cleanliness, implement control measures in a targeted way, strengthen the control of production quality, hold daily review meetings, hold weekly meetings, and quickly solve production quality problems.
Third, quality work has been improved. In February, the Quality Promotion Conference issued seven research missions. The factory leaders personally led the team and served as team leaders to implement the key measures. The quality assurance department regularly held weekly regular meetings to inform the progress of the research, analyze the causes of the problems, and implement improvement measures. Through a series of fruitful work, we have effectively solved many quality problems in various aspects of the factory, and promoted the overall improvement of the quality system such as design, procurement, and assembly, which provided guarantees for achieving high quality and high output in the first half of the year.
It should be said that in the severe market situation in 2009, Xichai has achieved brilliant sales performance, not only the sales front, especially the results of the front-line staff struggling hard, but also the result of joint efforts of various departments of the company. The renewed sales record of the market has greatly encouraged the morale of the employees of the entire factory, and strengthened the determination of Xichai to build a large marketing body and achieve the goal of “The 313 Strategy†ahead of schedule.
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