As one of Qingdao's "Golden Flower", Aucma Co., Ltd. (600336.SH, hereinafter referred to as' Aucma ') was founded in 1987 and has a history of 30 years.' For the past 30 years Aucma was basically accompanied by China Of the reform and opening up, especially after the reform and opening up China's industrial development and growth, in the domestic context of international economic restructuring, business development has experienced ups and downs. "Aucma chairman Li Wei said.
Upholding the belief that there is no best and only better business, Aucma has been positioned as the No.1 brand of China freezer (1987-2001) and the well-known brand of Chinese household appliance (2001-2010) Chain first brand (2010-present) 'three stages.
Zhou Hongning, head of the group of experts in brand cultivation of the Ministry of Industry and Information Technology of the Ministry of Industry and Information Technology, proposed: "Cold chain" is a chain with its core competitiveness at one end and the customer's demand at the other end. From manufacturing freezers to providing full cold chain solutions, The transformation of Aucma's brand positioning reflects the company's business philosophy of sublimation and technological innovation, especially the combination of the Internet with traditional refrigeration products, enabling participants in all aspects of the cold chain to create value more efficiently.
In Li Wei's view, sustainability is the foundation of business development. The practical and unobtrusive genes in Confucius and Mencius culture in Shandong deeply influenced him. In his ten years in charge of Aucma, he led the enterprise around the core of 'cooling' The main business innovation and change, a 'Qingdao manufacturing' sample of the enterprise.Recently, "China Business" reporter exclusive interview with Aukema chairman Li Wei.
Focus on refrigeration to do 'subtraction'
China Business: Previously, Aucma had launched a diversified layout, has launched electric vehicles, solar (6.770, 0.40,6.28%), lithium batteries, marine life, real estate and other projects, by the outside world 'diversified expansion, the main industry is not Clear 'question.At present, business development ideas gradually clear, the company how to treat this path transformation?
Li Wei: We have to go through the detours we must face up, the beginning of the listing, we have conducted a wide range of expansion, for now, is a failure, but without the diversification of the layout, and now you are also in the exhibition hall Can not see the washing machine, small appliances these non-refrigerated products appear.
In recent years, Aucma gradually formed a consensus focusing on refrigeration main business, focusing on the main refrigeration business to do 'subtraction', formed a universal (domestic) refrigeration, commercial cold chain, biological cold chain, cryogenic equipment and equipment, cold chain logistics, etc. Of the whole cold chain industry system, on this basis, Aucma officially launched the all-cold chain strategy, and toward the 'Internet + All-Cold Chain' of the characteristics of the road ahead.
"China Business": From the old 'freezer king' to today's smart cold chain experts, Aucma ups and downs gone 30 years.In recent years, Aucma proposed 'Internet + full cold chain' of the characteristics of the development. How to interpret 'Internet + All-Cold Chain', which companies do what work, then what kind of planning?
Li Wei: Aucma is a company with a 30-year history and we experienced ups and downs in the development of the enterprise for the past 30 years. Initially, Aucma was positioned as the 'freezer king' and since then, the company has gone through some detours during the transition. Later, we explored in practice the strategic direction of 'Internet + All-Cold Chain'.
We see that now almost all of the home appliance companies are no longer calling themselves purely home appliances manufacturers, why do we think so? Perhaps because the perception of home appliances will generally feel the scene is relatively narrow, for the appliance business, and Not it does not do home appliances, but more willing to give users a smart overall use of the scene.
The original freezer just a terminal on the cold chain, and now we have all-cold chain capacity from the origin to the table, so we do not position ourselves as a pure household appliances business.
In recent years, Aucma has been seeking change, while the core technology is unchanged, and to meet the needs of users obsession. All of our core technologies are based on temperature, innovation is based on user needs. Cold vaccine segment segment For example, Aucma's goal is "to be a leader in the vaccine cold chain." Since working with the Gates Foundation to create ARKTEK, we have seen a huge global cold chain market and we have now developed a new product - -METAFREE (yuan refrigerator), 4 hours a day, you can maintain the vaccine storage temperature of 2 to 8 degrees, which will solve the problem of vaccine damage caused by lack of electricity, frequent blackouts in Africa.
In cooperation with German companies, the company will also introduce mobile injection equipment in the future to create a full product coverage of the vaccine cold chain, becoming a systematic solution to ensure a safe storage environment for vaccines.
If there is no customer demand traction, we will not have so many innovations, nor will the product stability put forward higher requirements.For example, BGI (220.550, 5.05, 2.34%) requires our storage facilities continue to develop and produce 20 To 30. In the future, customers are getting more and more accurate in temperature management. In a few years, the research on biomedicine in human beings may have reached a new level and put forward new requirements on our products.
"China Business": Aucma's research is also followed by scientific research, with the trajectory of the development of biomedical innovation in change?
Li Wei: Yes, every field is based on the service object it is facing innovation, precision control of customer needs is the survival of the If Aucma's customers are frozen or frozen embryos sample library, then we Need to customize according to his needs Innovation, equipment sealing, accuracy and continuity of innovation.
Each innovative customer demand are conducive to promoting enterprises to enter new research areas, we can no longer take the idea of mass production of home appliances to screen customers.For example, last year's low temperature cold storage problems, there are probably only about four orders, we still Orders, because only take the next four, have a broader market behind, which R & D and production have put forward new challenges, but also make us more and more unlike a home appliance business.
"China Business": As you said, customers put forward some needs, you conduct research and development.However, if the initial orders are relatively small, you will do such an attempt? Technology investment cost is relatively high, how to balance Relationship between cost and profit?
LI Wei: As a public company, handle the relationship between innovation and efficiency. For listed companies, you have to take into account innovation and risk. As we are in transition, the pressure on investment is great. In this case, a certain In order to balance the relationship between input and output, we can not but invest in it, but we can not take risks and ensure that profits will not drop sharply. In recent years, our investment has been increasing. R & D expenses, new plants, etc., Lagging, we also need to invest.
At the same time, the product structure should be appropriate.High, medium and low-end products are reasonably distributed, the most economical way for the factory is to keep on running.While enterprises should make large-scale, but also use financial means.In addition, we must also be good at capital operation, if there is appropriate The object, we also consider the merger and acquisition.
Pay more attention to profit, quality and risk
China Business: For a long time, Au Coma has always adhered to the principle of "no better but better." However, in the public mind, Aucma has been somewhat mysterious.
Li Wei: Aucma is not a very well-publicized company, the character of a business is the same as that of a person, and your business wants to know it properly, but you should say less about the astonishing words of pure eyeballing.
For businesses, success is a small probability event, you can not say to others, I must be successful, I have to make a lot of money into this area.
Now some innovative economy, like foggy flowers, the industry reshuffle is very fast.We can not deny that the capital and the outlet formed a kind of thinking, many companies rely on valuation, venture capital and other rapid rise and rapid decline. As a 30-year deep-plowing manufacturing company, Aucma never expected a fall from the pie, and for us, we are more focused on profit, quality and risk.
"China Business": As the earliest entered the state of perfect competition in the industry, home appliances industry is facing increasing pressure on transformation over the years, materials, manpower, logistics and other costs all the way up, lower and lower profit margins of home appliance business. Faced with the pressure of competition in the industry, Aucma how to deal with the response, how effective?
Li Wei: competition is a good thing.According to the development of home appliance industry, appliance prices more than a decade ago compared with the present, has been on the decline.The real benefit is the consumer, but also exercise the business.
At present, the Chinese home appliance market is still dominated by national brands. Why are Chinese home appliance enterprises failing to compete with national brands when compared with foreign brands? This is due to sufficient market competition. Without market competition, enterprises Will not progress so fast.The results of the competition seems to be the industry profits in decline, but for the development of the entire market is good.Auckourma established in 1987 in a shortage of economy, Aucma into the freezer area. At that time the basic production of freezer Worry about selling, the price is high, but in the past this industry profit is not normal, now it is normal to return to normal.
The domestic refrigeration industry has great potential
"China Business": In the 1980s and 1990s, Haier, Hisense, Aucma, Double Star, and Tsingtao Brewery created the legendary "Five Golden Flowers" in China's manufacturing industry. Today, Five Golden Flower 'in the home appliance industry, Haier, Hisense, Aucma often tied for comparison. How do you think about this comparison?
Li Wei: Qingdao, three home appliance companies, come out from the competition, the competition prompted everyone to progress, and created a good ecosystem, formed a good industrial cluster.But in general, there are differences, each have their own Long, this is exactly the result of competition.
For Aucma, how much ability to do much work, diversity and specialization have their own advantages and disadvantages, our body mass is not large, the diversification of the layout is indeed anachronistic .2015 Aucma adjusted corporate positioning, put forward the 'Internet + Full cold chain strategy. "The starting point is to play to their strengths, that is, focus on refrigeration technology.
"China Business": The company has its own development of what kind of orientation?
Li Wei: Aucma has a natural disadvantage in product improvement, because it is hard to do high-end freezers, and freezers as a functional product, almost not for home users.Customers to the product requirements are more stable and reliable quality, if the To do this product how cool, then it is from the origin of the product.
Freezer market in the appliance market category is a niche market, it and the refrigerator sales ratio is almost 1: 7, that is, sold seven refrigerators at the same time, almost able to have a freezer to sell.However, the niche market Well done is also the result of focused.We stick to our position, patience, focus, to the professional extension, 20 years of continuous breakthroughs in technology bottlenecks.
"China Business": In recent years the outside world is no lack of doubt on the development of Aucma, business development in addition to breaking the main business is not clear bottlenecks, what aspects need to enhance?
Li Wei: In the future, Aucma should pay more attention to the needs of users and continuously carry out subdivisions such as tea cupboards for temperature division according to different tea leaves, medicine cabinets for home storage of medicines, etc. In addition, these high-end needs have a lot of space. , The Chinese market has developed in a step by step, based on the huge population, any one of the market segments are huge.Au Coma -40 ℃ deep freezer freezer as an example, is to meet the market demand for high-end refrigerated food.
At the same time, I observed that at present, the cold chain market in China is far from the United States, and there is still much room for improvement and huge market potential. At present, the demand for cold chain in China is uneven. Even with the stringent regulation on vaccines Products, there are still incidents such as Shandong poisoning vaccine, but also shows the cold chain market is not perfect, but as the market to enhance the requirements of the cold chain, the market will expand.
Depth to keep this point can become century-old
Standing in front of the Aucma headquarters building in Lingang Industrial Park, Qingdao Economic and Technological Development Zone, the double-dolphin icon is particularly striking. The street behind Haier and Hisense is opposite to Aucma street.
As one of the three home appliances in Qingdao, Aucma has developed into a 'refrigeration specialist' from the original 'freezer king' and is now positioned as an 'internet + all-cold chain' expert.
This is not a profitable industry and the industry needs to be calm down and now Aucma looks at the strategic positioning of 'Internet + All Cold Chain' and is determined to make the company the number one brand in the whole cold chain industry.
Recently, the reporter visited the Aucma smart manufacturing plant to see that the use of big data, intelligence, Internet of things, cloud computing and other technologies, Aucma launched the 'ICM smart full cold chain management system'. Users through mobile phones or computer clients can be achieved All aspects of cold chain storage, sales, storage and other integrated information management, inventory management, order management, intelligent picking, energy management, real-time control of transit goods changes in the number.
Based on the solution of fresh whole cold chain system, Aucma has also made in-depth layout in areas such as medical cold chain and ultra-low temperature, and has won many international partners. Bill Gates once commented that 'Aucma is ideal Partner. "In the Aucma showroom, a passive vaccine storage device called ARKTEK, although unobtrusive, is a vital device to save lives in many poor areas because it is convenient and safe to store the vaccine and is called 'Life Bucket, 'Bill Gates repeatedly praised in the public is' a remarkable achievement.'
Not long ago, during a technical aiding operation by China jointly sponsored by Shenzhen National Gene Bank, Huada Gene, Aucma, etc., a 6-day technical cryogenic refrigerator for refrigerated transport of science and technology aiding more than 4,000 km was successfully completed. Taiwan '-86 ℃ ultra-low temperature professional freezer', all produced by Aucma, mainly used for storage of echinococcosis and other diseases test samples.
Speaking with reporters about the last two hours, Li Wei talked about, straightforward expression, the bones of the Confucian business feelings are also inadvertently revealed.
Li Wei's office is simple, simple, crimson bookcase filled with all kinds of books. Let the reporter is curious is that an ark of the bookcase sturdy paste with a carefully cut from the magazine white paper. I saw an essay printed on this page - "Unprofitable companies are shameful."
Mentioned in the article, 'In order to become a century-old, it is bound to experience the heat and cold.When the economy fell into downturn, revenue dropped, borrowing without the door, the capital market frozen, companies want to survive, you have to It is shameful that an unprofitable enterprise is like an adult who can not support one's own efforts. "Li Wei said he had a deep feeling about the point of view of the article and cut it to motivate himself.
Cheats Cheats
1. Aucma how to understand the diversity of layout?
We have to face the tortuous road we have to face, and at the beginning of the listing, we have also conducted a wide range of expansion, for the moment, is a failure, but without the diversification of the current layout, and now you can not see in the showroom Washing machines, small appliances these non-refrigerated products appear.
In recent years, Aucma gradually formed a consensus focusing on refrigeration main business, focusing on the main refrigeration business to do 'subtraction', formed a universal (domestic) refrigeration, commercial cold chain, biological cold chain, cryogenic equipment and equipment, cold chain logistics, etc. Of the whole cold chain industry system, on this basis, Aucma officially launched the all-cold chain strategy, and towards the 'Internet + full cold chain' of the characteristics of the road ahead.
2. How to deal with the relationship between innovation and efficiency?
As a public company, deal with the relationship between innovation and efficiency. For listed companies, you have to take into account the innovation and risk. Like we are under pressure to invest a great deal. In this case, we must balance In the past few years, our investment has been increasing.Research and development costs, new plants, etc., even if the revenue is lagging behind, we should not invest, but can not take risks, to ensure that profits will not significantly decline in recent years, We also need to invest.
At the same time, the product structure should be appropriate.High, medium and low-end products are reasonably distributed, the most economical way for the factory is to keep on running.While enterprises should make large-scale, but also use financial means.In addition, we must also be good at capital operation, if there is appropriate The object, we also consider the merger and acquisition.
Li Wei introduction
Li Wei, a native of Qingdao, Shandong Province, was born in January 1969. He is a graduate student in the School of Economics and Management of Tsinghua University and currently serves as Chairman and Secretary of the Party Committee of Qingdao Aucma Holding Group Co., Ltd. and Chairman of Aucma Co., Ltd. The China Entrepreneurs Association, Vice President, Shandong Provincial People's Congress.
Li Wei From December 1999 to February 2001, he served as deputy director of Qingdao City Guaranty Center; from February 2001 to February 2008, he served as the deputy general manager of Qingdao Enterprise Development Investment Co., Ltd.; in April 2006, he worked as the head of Qingdao Aucma Group Corporation Vice Chairman of the Board and Chairman of Qingdao Aucma Co., Ltd. May 2010: Party Secretary and Chairman of Qingdao Aucma Group Corporation and Party Secretary and Chairman of Aucma Co., Ltd. In January 2017, he served as Secretary of the Party Committee of Qingdao Aucma Holding Group , Chairman of the Board and Party Secretary and Chairman of Aucma Co., Ltd. In April 2017, he served as party secretary and chairman of Qingdao Aucma Holding Group and Chairman of Aucma Co., Ltd.
Since taking charge of Aucma in 2006, Li Wei has been honored as the 'Outstanding Entrepreneur in Shandong Province', 'Outstanding Entrepreneur in Shandong Province', 'Outstanding Quality Entrepreneur of Shandong Province', '2013-2014 Outstanding Entrepreneur of the Nation' 2013 Qingdao Top Ten Economic Figures of the Year, Top Talents of Qingdao City, Labor Model of Qingdao City and other honorary titles.