Dongguan Shoe Enterprises Focus On Transformation And Upgrading

Hongwei digital and Huajian group coincidentally choose the road of technological innovation. The three active transformation of Hongwei digital technology and the development of new and high technology are calling for attention. Huajian group is committed to building women's high-end leather shoes brand. Let's approach them and understand their development path.

　　 Hongwei Digital: technology research and development to promote enterprise transformation

Recently, the news of Dongguan Hongwei digital Machinery Co., Ltd. (hereinafter referred to as "Hongwei digital") invested 12 billion yuan to invest in photovoltaic industry has just come out, which immediately triggered a sensation in the solar battery industry. Hongwei digital has been in the forefront of the electronics industry in recent years. From CD-ROM to producing thin-film solar cells, Hongwei digital took 8 years to complete the technological transformation at this stage. Whenever it comes to the path of enterprise development, Hongwei digital leader owes to the firm belief that enterprises concentrate on technological innovation.

The three active transformation of "light"

Hongwei was founded in 2000 in Dongguan, mainly engaged in the manufacture of optical disc production equipment, and was listed in Singapore in 2004. In 2005, due to the saturation of the market of optical disc equipment, the market demand declined sharply. The development of disc manufacturing industry in the middle of the Hongwei digital compact disc industry was expanded. Through the vertical integration of the upstream and downstream industry chain, Picasso and Aone were set up to achieve the first successful transformation. At the same time, it provided platform and cash flow support for the second transformation. In 2006 and 2008, Hongwei began to set foot in organic light-emitting display (OLED) and thin film solar photovoltaic industry. In the second half of 2006, Hongwei digital began to actively deploy the second transformation. The company responsible person introduced, with the advantage of vacuum technology, photoelectric technology and precision machinery automation technology accumulated over the years, to the organic light-emitting display OLED. The third active transformation is to enter the solar cell industry. After two years of research and development, in 2008, Hongwei made the first amorphous silicon thin-film solar cell production line trial production. The thin film solar cell was transferred to the common glass for chemical vapor deposition and back electrode sputtering. This cheap solar cell with better efficiency has attracted great attention since its appearance.

From CD-ROM to organic light emitting display and then to thin film solar cells, Hongwei digital shows the world's three "light" industrial transformation.

　　 Technological transformation is the vitality of enterprises

From the CD-ROM to the thin film solar cell, why is it possible that the transformation can not be carried out smoothly? Fan Jiliang, executive chairman of Hongwei digital, concluded that the R & D technology of Hongwei digital "light" has laid the foundation. The optical disc is "light" input, OLED is the electric light, while the thin film too solar energy battery is "light".

The technological transformation of Hongwei digital and Dongguan's hi-tech industries in recent years can be described by "being in the right place". Every step of innovation in enterprises is inseparable from Dongguan's support for hi-tech industries.

In fact, when Hongwei digital was transformed for the first time, the operation of the company was hit by the bottleneck of marketing. In 2004, Hongwei made a profit of 200 million yuan from the digital disc equipment, but it dropped to 20 million yuan in 2005. The reason is that many enterprises in 2003 and 2004 bought the disc manufacturing equipment, resulting in the sharp reduction of equipment demand in 2005 and the decline in company orders and profits. However, this has further strengthened the idea that Hongwei digital company must transform well if it wants to develop better.

Hongwei digital's OLED has broad prospects for production. The support behind it is a large production and research team. When Hongwei digitally developed OLED, Dongguan Guangdong color display organic light Technology Co., Ltd., South China University of Technology and Zhongshan University set up the organic light emitting display (OLED) Industrial Technology Research Institute of Hunan Province. In order to develop and improve the OLED production equipment design and manufacturing capability and integrate related supporting industries, the enterprises quickly obtained financial support from relevant departments of provinces and municipalities with strong technical support. Now Hongwei company has more than 400 employees, of whom nearly 200 are professionals engaged in mechanical design, production, R & D and after-sales service. "Scientific and technological innovation is our core competitiveness." Fan Jiliang, an engineer, did not hide the important role of high technology and scientific research team in the development of enterprises.

　 Huajian group: "brand is our pursuit".

The shoe industry in Dongguan was mainly made up of external processing. From OEM to its own brand, Huajian group made a difficult exploration. Before Huajian group tried to introduce brand, buy brand and develop its own brand, but it suffered a series of frustrations. But Huajian group did not give up easily. At present, the company makes 1/3 profit every year for brand development in Tuyun. Tree brand has always been the pursuit and dream of Huajian group. {page_break}

　 Independent research and development is imperative.

The top executives of Huajian group often ask a question: "how to go in the next 3-5 years?" this 14 year old enterprise began to seek long-term development after digging the first pot of gold.

Huajian group has just entered Dongguan, and is almost bankrupt. Now it has become one of the largest manufacturers of leather shoes in the world. However, after the cold spell of its own brand, Huajian group is more interested in R & D.

"Not all shoe industry can make brand, manufacturing and OEM is also good brand." Zhang Huarong, chairman of Huajian group, often regards this as a motto. This statement not only reveals the frustration of making the brand difficult, but also expresses the expectation of doing research and development well, and even can make the foundry and manufacturing world class. It is also a brand of the enterprise. At present, it is no longer difficult for the Chinese Foundry Group to make the first class foundry. The company invested a lot of money in R & D every year, converting the passive OEM into an active order and providing new technology to the enterprises, so that the next order enterprises can choose new products. This embodies the power of innovation, and innovation can create an endless stream of value.

Huajian group currently has 8 sample development departments, with a total number of over 2000 people, mainly composed of senior engineers, engineers and multi skilled workers. Among them, about 100 engineers and 150 engineers are engaged in pure development and technology transfer, accounting for more than 50% of college degree or above. The company produces 1/3 of the profits in Tuyun every year for brand development.

　 Build the world footwear industry base

At present, the top 50 in the world. Women's Shoes 15 of the brands are Huajian's customers, including ZARA, REPALY, COACH, CALVINKLEIN and so on.

Although Zhang Huarong, chairman of Huajian group, thinks that Dongguan's "processing trade" has already completed its mission, Dongguan's huge manufacturing potential is still a sharp weapon for its manufacturing market in Europe and the United States. Zhang Ronghua told reporters that in the past 30 years, most of the European orders have been accepted by the United States. Most of the orders have been put into the lower labor market of Brazil, and the manufacturing of European and American industries is one of the recent goals of Huajian group. "The shoe making capacity in Mainland China is still only 1/5 of that in Europe. In the future, we will shrink 1/5 to 1/3." Zhang Huarong thinks, looking at the whole world, the Chinese mainland is the best market in shoemaking industry today and tomorrow. This superiority may remain unchanged in 30 to 50 years.

In 2007, the state issued a new regulatory policy, which has a relatively large impact on the footwear industry. Many shoemaking enterprises in Dongguan have changed careers, but Huajian group still believes that there is a market for making bigger and bigger industries. At present, Huajian group pays more attention to transformation and upgrading. In addition to creating its own brand, Huajian group's larger goal is to build enterprises into shoes, leather, shoes, molds, chemicals, printing, furniture, shoe machinery Manufacturing large scale group companies such as production, supply and marketing. Huajian group led the "world shoe base" is being prepared.