China Economic Net Qingdao, September 11 (Reporter Liu Cheng) The global economic crisis triggered by the US subprime mortgage crisis has seriously affected the development of the world economy. Under the pattern of economic globalization, no economy has been able to do its best for the sudden "economic SARS." In this process, some companies barely maintained bleak operations; some companies were in trouble, production stopped, and bankruptcies went bankrupt. However, the Double Star Group regards the crisis year as an opportunity year and business opportunity year. The Double Star people do not rely on, wait or see, and do not panic in the face of the crisis. According to the laws of the market, they actively adjust their attitudes and establish “economic crisis and mental crisis. The belief that there can be no crisis in fighting morale, with the concept of “grasping the opportunities in the crisis, looking for business opportunities, fighting the crisis, recreating new ideas, increasing vitality, and quickening developmentâ€, investing in the crisis of war, turning crises into business opportunities, through correct understanding The crisis, the brave challenge to the crisis, the calm response to the crisis, and finally the victory over the crisis, have made numerous achievements in the war crisis and entered a more rapid development track.
Recognize the crisis
It has been unprecedented for China to develop a market economy for only 30 years and encountered such a serious economic crisis. Affected by the old concept of the planned economy, some of us, including some experts and scholars, panic as soon as we hear the crisis; many companies do not understand or realize the phenomenon of abrupt and sudden fluctuations in raw materials; Business has already become passive, and it has also referred to its own problems as a crisis. Faced with some one-sided and incorrect understanding in society, Wang Hai, president of the Double Star Group, clearly stated that "the economic crisis is the inevitable law of the development of the market economy." The market economy itself is hot and cold alternating, ups and downs, showing wave-like curve development, economic development has risen and fall, there are hot and cold, from overheated to overcooled, from the expansion to the downturn, there will be a crisis, this is a kind of The normal phenomenon is also an inevitable law.
On the basis of understanding the regularity of the economic crisis, Wang Hai further pointed out that although the occurrence of the crisis is inevitable, we should correctly understand the causes and nature of the crisis. Like this economic crisis, it is the consumption caused by the US subprime mortgage crisis. The crisis has led to a financial crisis and spread as a global economic crisis. It is different from the crisis that has emerged in developing countries. It cannot use the consumer crisis in developed countries to measure the crisis of economic surplus in developing countries. As a big country in the world, China, as a big market in the global economic arena, should re-determine and recognize the criteria for developing crises and formulate our own independent domestic and foreign economic development strategies.
China has been integrated into the global market economy cycle. The economic crisis will inevitably bring about the economic depression and recession of the entire society. For enterprises, it is experiencing a new round of elimination and reshuffling. Even some of the world’s most famous and long-established big companies, if they sleep on the brand name and do not seek progress or stagnation, will also be eliminated. However, from a dialectical point of view, there are dangers that are organic, pressures, challenges, opportunities and opportunities coexist, elimination, reshuffle, and development coexist. For companies with advanced technology, strong management, and unique marketing, the opportunity is greater than the challenge, and it is an excellent opportunity for development and growth.
Defeat the crisis
Faced with the impact and impact of the economic crisis on all industries and especially the tire industry, the company started to adjust other industries in a timely manner in response to the crisis of the Double Star Tire Industry Warfare. In the month of October last year, four topics were convened. The meeting made 58 important instructions and made decisive decisions such as “reducing production, limiting production, not stopping production,†“turning staff to wait for service, reducing staffingâ€, “setting production by sales, compressing non-productive expenses, and ensuring the integrity of the capital chainâ€. At the same time, the company went non-stop and went to the factory and market lines across the country to conduct a command and war crisis. In the first time, the military was stabilized, morale was encouraged, and ideas were unified. In the past year, all units in all industries of Double Star have changed their minds in terms of employees’ mental outlook and enthusiasm for work, production management, technological innovation, and market operations. They have created new miracles and achieved battles. The great result of the crisis.
1. The war crisis creates new culture and new ideas.
In the war crisis, the Twin Stars put forward the “economic crisis, but there can be no crisis in spirit, there can be no crisis in morale,†“how high the market requirements, how high management standards,†“work assignments contracting, work "Performance evaluation, assessment of work objectives," "customers can think of, double-star people can do", "more than one tire, better to do every tire, reduce waste defective is the biggest cost-saving" and other new concepts, the group The "Report on valuing positions to increase energy, defeating the crisis and safeguarding the rice bowl" and the "Battle crisis, increasing vitality, and promoting development" speech contest were organized. All units carried out a full-scale "crisis, for whom, how to do it, and how to keep it Golden Rice Bowl discussed educational activities and launched a symposium on “What kind of crisis do we face? How can we respond to the crisis?â€. We held a symposium to mobilize employees to discuss, discuss, feel, talk and experience, and let employees use it. Things, self-education, self-education, and the best, most realistic education of patriotism, love of plants, love of posts, love of brands, and love of the enterprise, make the group up and down in crisis. Showing a high morale, forge ahead a new mental outlook.
2. The war crisis creates new systems and new mechanisms.
Units of all walks of life, based on their actual conditions, have continuously deepened and perfected management systems such as “internal marketization contracting†and “factory operations†that are unique to the Twin Stars, and further innovated in implementing “small organizations, large entities,†“internal shareholding systems,†and “ "Single-stock system", "single-order order-type buyout contract" and other new methods. The factories have lowered the management personnel of quality inspection, engineering technology, statistics, planning, etc. to the front line, realized a major change in the management system, improved the responsibility of the entire backbone team and the ability to solve problems on site. Qingdao Tire Co. has no increase in equipment. In the case of more than 600 staff reductions, it created the best historical level for the “10,000-day production of all steel radial tiresâ€. With the number of engineering tires reduced from 95 to 47, the output of the class increased from 45 to 90 or more.
3. The war crisis creates new management models.
Those who are good at internal training can survive, and those who manage hard can overcome the rapid development of the crisis. During the war crisis, Double Star created three new management models: "Quality, Cost, and Plan Zeroing." It achieved a plan to streamline production at the production line, equipment deployment was unified throughout the company, and three classes that the tire industry had not yet achieved were formed. The tightly integrated production organization with high concentration and concentration of hand-overs and shifts has formed the best combination of corporate culture, market-based contracting, the operation of the factory currency, and the “three backward push methods†to achieve the highest efficiency and best quality. The lowest cost. Since the beginning of this year, with the increase in production volume, Qingdao Tire Company has reduced 205 tons of waste, and the single tire loss rate has dropped by 30%; the daily output of double-star Dongfeng tire semi-steel tires has exceeded 11,000, setting a record high for the 40 years since its establishment; Haijiang’s high-end KEDS shoe class production reached 3,000 pairs, breaking the record of years of class production for foreign companies such as South Korea.
4, war crisis, creating a new miracle of quality.
Double Star tires use weighing as a breakthrough point, adopting a new system of quality management under the “Quality Billing System†and “Awarding Punishment and Punishment.†Quality inspection personnel go to the frontline to check quality, and tires that are not found in the tire industry are weighed and each The quality standards of the finished products are all inspected. This year, the quality of the products of Qingdao Tire Co., Ltd. has reached 99.5% of the best in history. In the first eight months, it sold 1.25 million sets of tires in the market and only returned 13 tires with defective appearance quality. The company achieved a zero-downgrade of 600,000 pairs of export shoes; Bohai Company won the quality good news jointly sent by the two major US companies: PSS and BBC; Haijiang Company created a successful production of 10,000 pairs of high-grade shoes and produced 580,000 pairs of export shoes. All new miracles that meet international standards.
5. The war crisis creates new miracles for the rapid development of new products.
Qingdao Tire developed 11 specifications and 47 new products including high-grade tubeless, all-steel snow tires, light steel all-steel radial tires, 20-tier “load kingâ€, and “long-distance kingâ€, and achieved specialization, serialization, and high-grade The company's Dongfeng Tire has developed a puncture-resistant car tire, which has become a new bright spot in the market. The Zhongyuan Tire has formed eight series and 43 specifications of “specialized technical products†such as “large tractor drive wheel tiresâ€. .
The special steel ball blasting device developed by Twinstar Machinery broke the monopoly of the industry; developed the world's first two-layer four-die curing press; developed a “large†shot blasting machine weighing 150 tons, ending the foreign monopoly The history of China's large steel plate cleaning market.
Double Star shoes and apparel products to the professional, serialized, high-grade development, the formation of a high-end professional running shoes, can not fall and other dual-star unique products, enriching the double star professional tennis shoes, professional basketball shoes, professional badminton shoes, professional football shoes and professional Specialized products such as clothes, running suits, and admittance suits, Double Star's high-grade and high-priced products have gradually gained recognition from the market, and a new miracle of selling more than 1 million pairs of products has been achieved.
6, war crisis, create a new miracle of the production process.
Qingdao Tire Co., Ltd. has transformed the eight process zero-distance projects such as the apex conveying line, the wire ring conveying line, the tread conveying line, the carcass conveying line, and the rubber conveying line, and has created a unique new process standard for Double Star tyres. The tire industry is not the practice of non-blinded vehicles and forklifts, and has achieved a high standard of quality control that the tires do not land in the production process and that are not available in the industry. Double Star Dongfeng Tire has created the “New Dongfeng Compound Linkage†and created a unique miracle in the tire industry. The printing and packaging company and the embroidery company have reconstructed the old craftsmanship and old craftsmanship, reduced the number of people and increased the efficiency, and created a unique double-star printing, packaging, and embroidery new process. The Central Plains shoe factory achieved a total length of 18 processes ranging from gangs to moldings, over 2,000 meters in total length, and it took three years of work in one year to change the backwardness of nine years.
7. War crisis, creating a new miracle of equipment transformation.
Double Star tires speeded up the molding machine. The number of stand-alone production increased from 210 to more than 280.
Twinstar Machinery has transformed the large planer, large gear hobbing machine, and changed the ordinary lathe into a universal lathe.
The units of Twinstar Shoes have successively created automatic picking and picking manipulators, glue tanks automatically gluing, automatic brushing and brushing bottoms, vacuum vulcanizers rotating frame automatic shoes, automatic pressing, automatic printing, automatic cutting The unique new projects such as Double Star gradually realized the automation and semi-automation of the shoemaking process, and created a unique first-class production line with the least amount of people and the highest efficiency in the footwear industry in China and the world. The injection shoe factory has transformed Germany's most advanced equipment and increased its efficiency.
8, war crisis, creating a new miracle of technological transformation.
The units of Doublestar have completely revised technical standards that are not adapted to the market and established a brand-new technical system. Qingdao Tire Co., Ltd. has carried out improvements in a number of formulations and the replacement and application of new materials, reducing costs and improving quality. Double Star Dongfeng Tire Company's semi-steel tires have all eliminated the original canopy technology. Twinstar Shoes has mastered the nylon dot imaging technology and transparent adhesive backing color technology, and has innovated the production of fashionable fluorescent shoes, colored strip shoes, fashion fragrance shoes and other industry-leading products, reaching the top level in the world footwear industry.
9, the war crisis, to achieve double star to create a new miracle of double star.
The global economic crisis has pushed many companies to life and death, and has also become a driving force for some companies to break through innovation. Twinstar adheres to the principle of “deepening innovation, comprehensive innovation, full staff innovation, team innovation, and whole-process innovation†and firmly believes that “foreigners can create and double-star people can changeâ€. On the product, “customers think that double-stars can do it†The creation of a new miracle from double-star transformation to double-star manufacturing to double-star creation has been marked by the creation of an innovative people’s war in commercial warfare. In the past year, Double Star has achieved nearly 5,000 innovations in all walks of life, creating a profit of more than 400 million yuan.
10. The war crisis creates new miracles for large teams and large collaborations.
The three tire companies broke the boundaries of the factory and joint operations. Double Star Dongfeng contracted the tire factory of Qingdao tires. Zhongyuan Tire contracted the Qingdao Tire Light Truck Tire Factory and Qingdao Tire Contracted the Double Star Dongfeng All-steel Radial Tire Plant. Cross-production of three plants in Qingdao Tire Co., Ltd. In the case of multiple systems such as contracting, buying, leasing, and shareholding, and multiple economies coexisting, they have broken down the restrictions of each block, reflecting the smooth coordination of production. Awareness and overall awareness. The three tire companies also closely cooperated to create a miracle in the trial production of new products that will enable large agricultural tires to be put into operation within a few days. Qingdao Tire Co., Ltd. and Double Star Dongfeng Tire Technicians united and successfully defeated the two domestic tire companies and obtained the right to supply non-standard military tires.
Haijiang Company took the initiative in coordinating with Luzhong and Bohai to arrange export orders, and left them with good-quality, high-quality, high-standard, and small-order products, and gave them long-term, good-looking varieties to Luzhong and Bohai. Guaranteed the production of low season in Luzhong and Bohai.
The unique team of large-scale teams and large-scale cooperative organizations created by the Twins in the crisis embodies the spirit of a family, a heart, and a mind-to-heart crisis. It shows the cohesiveness and appeal of the dual-star national brands, making them a crisis of war. Huge intangible power.
11, the war crisis, creating a new marketing characteristics.
According to the new marketing concept and method proposed by President Wang, “shang dealers change traders†and “don't let the market goâ€, Binxing Tire went into the terminal to find the market, played the advantage of the “triple group†to operate the new system, and changed the tire industry only. Relying on the old model of agency business, more than 30 double-star tire franchise stores and operating platforms have been built, and they have grasped the initiative in competition and created a new situation in market operations. Double Star Tire made it possible to compete for the market and only signed a 180 million yuan order for a large auto company.
Double Star shoes service "walking on two legs" to expand the market, play a "popularized, diversified, professional" product structure advantages and advantages of high middle and low grades, a full range of products, rich products, all ages, has reached the top of the world The level of high-end fashion casual shoes is an entry point. On the one hand, it enters the high-end market and takes the road of brand management. On the other hand, it promotes the rapid development of the middle and low markets represented by county and township chain stores, and has fully expanded market sales.
12, the war crisis, creating a "double shoes" linkage promotion of new methods.
Buying double-star shoes, giving double-star tires, buying double-star tires, gifting double-star shoes, double-star clothing, etc. The use of human shoes to promote sales of “shoes†has not only led to domestic sales, but also attracted foreign customers, developed new customers in the crisis, and developed new ones. The market has enabled Double Star industries to achieve increased production, reduced inventory, balanced production and sales, and created a new miracle in the dual-star market operation.
13. War crisis, open up new markets for export.
The economic crisis has changed the demand in the international market. The tire industry has witnessed a sharp contraction in the markets of Europe and the United States and other developed countries. President Wang made decisive adjustments and demanded the transfer to developing countries such as South America, Africa, the Middle East, Southeast Asia, and Eastern European countries and regions with Russia and Ukraine as soon as possible. Under the severe situation where the US and European markets fell by more than two-thirds, Binary Star Tire exports identified new markets, found new business opportunities, and achieved steady monthly growth. Since July, they have reached 100,000 sets of orders per month, setting a record for the best level of tire exports.
Under extremely difficult circumstances, the twin-star rubber machine took the initiative to open up markets in Southeast Asia such as Vietnam and India, as well as Russia and other Eastern European markets, and received orders for more than 40 million yuan.
Double Star footwear exports are willing to accept high-end orders and small-batch orders, retain customers and expand the market. From January to August, double star footwear exports reached US$26 million, achieving doubled growth and setting a record high.
14, the war crisis, creating a new business into the high-end situation.
"Entering high-end, tree-like image, and selling brand" is a strategic policy established by Double Star in the new situation. It is an inevitable choice to compete with domestic and foreign brands. In the past year, the twin-star tires, machinery, shoes and other pillar industries have bid farewell to low-grade, general-purpose products, and popular image, achieving the high-grade and serialization of tire products, and the successful transition of mechanical products to mid-to-high-end non-standard equipment. On the basis of specialization and serialization, the service products have successfully entered the field of high-end outdoor products and high-end fashion leisure products, establishing a new image of the national brand of Double Star.
15, the war crisis, pulling domestic demand to expand the market.
Double Star took advantage of the Group's industry-related advantages. At the time when the economic crisis first broke out, Double Star Tire provided more than 10 million RMB worth of equipment maintenance and production tasks to the Twin Star Rubber Machinery Co., Ltd., and all tire companies canceled equipment orders at an urgent juncture. The basic production of the double-star rubber machine ushered in the explosive growth of the rubber machine market. At present, the production orders of the double-star rubber machine have been scheduled for May 2010. The group uses its own printing and packaging products and uses its own buckle products. The employees not only wear their own dual-star products, but also drive relatives and friends to purchase them, stimulating domestic demand by nearly 10 million yuan. In the midst of the war crisis, Double Star created a new model of relying on the advantages of scale to stimulate the crisis of domestic demand.
16. The war crisis creates new forms of political work.
Double Star built a staff restaurant in the tire production line, completely changing the tire industry workers in the machine to eat the practice; Shoe Industry Park in the economic crisis situation, built a new apartment for employees, installed a floor heating, outstanding employees The couple's suite was rewarded and the employees felt the family's affection and warmth. Each quarter commended and rewarded innovative talents, continued to carry out full-fledged full-person job competition activities, motivated employees to create 509 new operating laws, and achieved 2,000 small reforms and achieved 50 million yuan in profits. It is precisely because of the enthusiasm and enthusiasm of each employee to mobilize the work. Double Star's shoe factory even dared to accept orders for a pair of shoes. The tire factory realized a single tire and a single order of specifications. It also gradually achieved the “factory adaptation to the market. The goal of the project is to realize the goal of surviving in a crisis, developing in survival, and growing in development, creating a new miracle of the Double Star War crisis.
17, the war crisis, forged a new backbone team.
During the war crisis, leaders and management leaders at all levels of the Double Star represented by Wang Hai rushed down to make appearances, took the lead in grasping the implementation, production in the class, and on-site command, wherever there was a problem, they could reflect the leading role of the leading cadres; If there are mistakes or problems, then there will be the team’s core strength who will come to the scene at the first time to help solve the problem and let everyone associate their destiny with the enterprise. Through the war crisis, the management team of Double Star has changed the business style of “loose, loose, lazy, and slippery†in the past, breaking the “old state-owned, big pot of rice†operating system in the past and reversing the old-fashioned style of “restoring waits and waiting for customers†in the past. The business model is to change the busi- ness business to be a busi- ness trader, shaping a market operating team that “combats the market, grabs the market, seizes the market, understands management, dares to compete, has feelings, and operatesâ€. Through this war crisis, Double Star has cultivated a cohesive, cohesive and combative team that is aggressive and courageous. This is a solid foundation for Double Star to continue its advancement and create a new future.
18. The war crisis requires market entrepreneurs.
"The economy can be in crisis, but the spirit can not be a crisis, and morale can not be a crisis." It can be said that in the past year, Wang Hai's inspiring and morale-provoking words have always resonated in the ears of every double star; Wang Hai has gone to the market, The figure of the factory, Wang Hai's numerous instructions, and every bit of guidance, stirred up the hearts of every double-star, motivated all the stars and strengthened the confidence of the crisis.
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