Editor's Note: In history and reality, wars are often characterized by victory and defeat, and enterprises are characterized by win-loss sustainability! A moment's gain and a moment's loss is like a cloud of smoke, a flash in the pan ...... In this impatient era, only the "ninja" survives! Xinle, as a capital-exchange enterprise, has been able to ride the wave of reforms and has gone through more than 30 years of stormy times, which precisely proves the truth that enterprises can only adapt to the continuous development of the society through continuous reforms and adjustments; and the development of the society precisely needs such enterprises that constantly carry out reforms and self-adjustments, and provides unlimited development space for them.
The sun rises and sets, the moon rises and falls, day and night alternate, and the seasons turn. Xinle people meet the cry of the pale years, flick of the finger, writing a thirty-page gorgeous chapter ...... --Title
In 1980, Ningbo, this piece of fertile land, from the Ningbo Medical Instrument Factory No. 2, Ningbo Carton Factory and other enterprises On the basis of this fertile land of Ningbo, Ningbo Washing Machine General Factory was born as an enterprise specializing in the production of washing machines. The brand "Xinle", which has been a long-lasting brand of washing machine in China, was also born at the same time.
In the 80's, Xinle was one of the most popular brands in the Chinese washing machine market. Looking back, the brand "Xinle" had competed with "Little Swan", "Daffodil", "Willie" and other popular brands. The brand of "Xinle" had competed with "Little Swan", "Daffodil", "Willie" and other popular brands, and the production of double-barrel washing machines and automatic washing machines had won the "Silver Prize of the First National Light Industry Expo" issued by the Ministry of Light Industry and the "Gold Prize of the National Household Electric Appliances Exhibition" issued by China Household Electrical Appliances Association, which had a great brand reputation and a good reputation at that time. It has a great brand reputation and market heritage.
After 33 years of baptism of wind and rain, there are not many brands left, but "Xinle" with the spirit of tenacious struggle, long-term stable product quality, unremittingly based on the rural market, intensive cultivation, tenacious struggle, and finally the phoenix nirvana! From the washing machine factory in 1980 to Ningbo Xinle Electrical Appliances Co. Ltd. in 1998. Through efficient management, ****-winning equity structure and mutually beneficial business model, the company's sales volume has grown rapidly at an average annual rate of 30%, and it has become one of the only five "Chinese Famous Brands" in China's washing machine industry.
In the process of growing up, Xinle has also been in the washing machine market due to its own positioning mistakes, and its domestic market position was once rewritten. However, no matter how difficult the situation is, the people of Xinle, who have been through the storm, always insist on the high starting point of technology and quality, strengthen the awareness of quality and product quality of the whole staff, insist on the technological progress, and finally make the brand of Xinle stand in the Chinese washing machine market by paying close attention to the quality of products.
Quality is the life of brand, innovation is the power of brand.
In 1981, XINLE manufactured the earliest washing machine with aluminum alloy inner drum in China. From the introduction of the first XINLE washing machine, XINLE people knew that XINLE would not rise one day assuming that there was no quality assurance for the product.
In 1985, XINLE introduced the manufacturing technology and production line of 300,000 sets of new water flow double drum washing machine with annual production capacity of SHARP from Japan. It was one step ahead of the others in the domestic market, forming an advantage of reliable quality and advanced technology. In 1986, the production and sales volume of Xinle washing machines exceeded 600,000 units, ranking far ahead of the rest of the country. Meanwhile, in 1987, while maintaining the leading position in the production and sales of washing machines, Xinle was awarded as the first batch of "National Second Grade Enterprise" in the field of washing machine industry in China. In the same year, the national leader Comrade Zhu Rongji inspected the enterprise and wrote an inscription: "Improve the quality of products, expand exports, develop new products, upgrade the enterprise to the top grade, and be invincible in the upcoming fierce competition".
In 1988, the company introduced Japanese Toshiba automatic washing machine production technology and special equipment, which laid the foundation for the large-scale production of Xinle automatic washing machine. 1993, Xinle was awarded the right of self-management of import and export, which ensured the greater competitiveness of Xinle washing machine in the international market.
In 1998, "Ningbo Xinle Electrical Appliances Co., Ltd." was formally established, and cooperated with the famous brand Little Swan Group in the production of washing machines. 2000, the company invested heavily to complete the technical reform project with an annual output of 1,000,000 sets of washing machines, and built two automated production and assembly lines for washing machines with the world's advanced level. And in 2001, the company successfully developed and produced high-grade stainless steel drum automatic washing machine.
Based on the market, the development of famous brands. Based on the law of market, in front of the contradiction between quality and quantity, Xinle always ensures the product quality and management firstly, and then expands the production and scale to win the victory by quality and famous brand. 2002, because of the excellent quality of Xinle brand washing machine, it won the title of "National Product Quality Exemption".
Opening the international market and striving for international famous brand
In 1987, Xinle exported the first batch of washing machines and became one of the earliest enterprises exporting washing machines in China. Since then, the company has fully implemented the internationalization strategy to compete in the international market after gaining a solid position in the domestic market and gradually establish its good brand image in the international market.
Utilizing its own advantages to open the international market. At that time, Xinle mainly produced double-bucket washing machines, and most of the exports were to developing countries. Xinle adopted the export strategy of "developing the blank market", i.e., it firstly entered the developing countries in the Middle East, Southeast Asia and Africa to build up its reputation, and then occupied the markets of the developed countries by encircling the cities with the trend of the countryside.
In 1999, China's economy entered a new period of development, Xinle seized the opportunity to take over Ningbo Xinling Electric Appliances Co. However, with the transformation of the enterprise mechanism, the people of Xinle gradually found that diversified development was not suitable for the development of Xinle at that time. 2005, under the leadership of Chen Weiguang, the general manager of Xinle, Xinle made great achievements with "concentration", and devoted themselves to the business of washing machine and enjoyed it. "Professional manufacture, professional production" is the portrayal of Xinle washing machine.
In 2003, Xinle was the first in the industry to pass the certification of "National 5A Grade Product", and in 2004, Xinle was awarded the title of "China Famous Brand", becoming one of the only 5 Chinese famous brand washing machines in China.
In 2005, the output of Xinle washing machine, which is "specialized in manufacturing", exceeded one million units for the first time and became one of the largest washing machine manufacturing bases in China. In the following year, the company added two domestic first-class washing machine production and assembly lines, which laid the foundation for the better development of Xinle.
In 2011, the company successfully introduced the visual identification system, combined with the enterprise's own conditions, designed a distinctive brand, forming a unique washing machine corporate image.
Save for a rainy day, adjust the domestic sales to cope with the crisis
In recent years, "Xinle" has strengthened the internal power of the enterprise, turned the crisis into a business opportunity, and achieved remarkable results in the face of the multiple pressures of the soaring prices of raw materials, the appreciation of the RMB, and the increase in the cost of labor, etc. In 2005, the company's sales volume amounted to 1.03 million units, and the sales volume amounted to 567 million yuan, and the tax payment amounted to 17.1 million yuan. In 2005, the sales volume was 1.03 million units, the sales volume was 567 million yuan, and the tax payment was 17.10 million yuan; in 2006, the sales volume was 1.24 million units, the sales volume was 697 million yuan, and the tax payment was 20.12 million yuan; in 2007-08, the sales volume was 1.3 million units, the sales volume was 717 million yuan, and the tax payment was 27.82 million yuan; in 2011, the sales volume reached 1.48 million units, and the sales volume is expected to reach 1.6 million units in 2012. "Xinle" is striding into the strong ranks of home appliances.
Chen Weiguang, the general manager of the company, has his own understanding of the growth and re-treeing of the brand of Xinle in the face of the brutal competition in the industry and the market status quo. In the process of re-treeing of the brand of Xinle, he chose a low-key and steady route, not to realize the rapid enhancement of the brand through large-scale advertisement operation, and tried to achieve the effect of the brand dissemination through the quality and the word-of-mouth. In Mr. Chen's eyes, only a brand that grows up on such a basis has sustainable vitality.
Faced with the global financial crisis triggered by the U.S. subprime mortgage crisis, Xinle people adhering to the spirit of "innovation and dedication", actively respond to the financial crisis, in July 2008, held (2008-2009) sales annual meeting, Mr. Chen, general manager of the company. Saving for a rainy day, timely adjustment of the leading, expanding domestic demand. Domestic sales of a full range of adjustments, whether it is the organizational structure, assessment system, mode of operation and so on have carried out a larger change. At the same time, we actively participate in Canton Fair and other international communication platforms, communicate with foreigners in time, and minimize the impact of the crisis on Xinle's export through the professional quality of the products themselves and excellent service. The result is that in 2008, in the economic crisis sweeping the world, home appliance enterprises are in danger, the international and domestic sales of Xinle grew against the trend, sales rose instead of falling. 2011, the company's employees' income increased by 15 % on average compared with 2010, in the global economic integration, the market outlook is not clear, the high growth in the level of income of the staff has become a great story in the industry.
Four investment projects to promote Xinle's industrial adjustment
First, one of the investment projects "Xinle Fenghua Industrial Park"
Shinle Fenghua Industrial Park is located in Fenghua Economic Development Zone, Shangqiao Science and Technology Industrial Park, which occupies a land area of 185 acres, with a total construction area of 185,190 square meters, and the total production capacity of the park is 3 million sets of washing machines. The total production capacity of washing machines is 3 million units. Among them, 1 million units/year of drum washing machine; 1 million units/year of double-barrel washing machine; 1 million units/year of full-automatic wave washing machine.
Second, the second investment project "Xinle drum washing machine"
The Xinle drum washing machine project is an important initiative for Xinle to improve the product line of washing machine and enter the high-end field of the industry.
Third, the third investment project "Xinle Life Electric Appliances"
As we all know, Xinle has been producing white goods as its main products, and seldom touches the production and research and development of small home appliance series products. 2011, the company introduced the technology and set up the Xinle Life Electric Appliances Company Limited, which is mainly engaged in the development of LCD display full electronic temperature control products. The company is mainly engaged in the development of large steam irons with LCD display and full electronic temperature control, hanging ironing machines, semi-professional irons and steam cleaners for home use, to semi-automatic and automatic coffee makers and so on.
Fourth, the fourth investment project "Xinle Lianyungang Industrial Park"
According to the strategy of becoming bigger and stronger, to further improve the company's industrial regional layout and to meet the market demand after the improvement of the competitiveness of the Xinle brand, the company prepared to build a production base of washing machines with an annual output of 2 million units in Lianyungang Guanyun Industrial Park in 2011. In 2011, the company prepared to build a production base with an annual output of 2 million washing machines in Lianyungang Guanyun Industrial Park.
At present, the technology center of Xinle has a R&D team with five modules. The polarization of the market requires enterprises to segment the market and develop products for different market demands. In the face of future high-end market demand, Xinle mainly focuses on energy-saving, water-saving, mute, humanized, intelligent and other aspects of the continuous optimization of products, the future market, and strive to occupy a relatively advantageous position in the future competition.
Thirty years of wind and rain, the great years. Bathed in the spring breeze of reform and opening up, although through setbacks and tribulations, but the company's development step has never stopped. Xinle, a mature enterprise which has gone through the wind and frost but goes forward bravely, on the solid foundation laid by thirty-three years of entrepreneurship, the new period is also bound to continue to stride forward in the wind and rain of the market economy.
Xinle people will, as always, adhere to the "perseverance and innovation" style of work, with sound and solid management, integrity and flexible management, with the "quality" casting "hundred years of enterprise! We are a "hundred-year enterprise" with "quality" casting.
Ningbo old brand new music gorgeous turn among the domestic top three