In this year's severe market situation, Dongfeng Dawnchai, who has a history of nearly 50 years, began to actively seek change and constantly introduce new ideas.
In October 2009, Dongfeng Chaochai completed its annual production and sales targets in advance, and presented a gift to the 60th anniversary of the founding of New China and the 40th anniversary of the construction of Dongfeng.
From January to November 2009, Dongfeng Chaochai sold a total of 161,881 diesel engines, an increase of 23% year-on-year. It is expected that the whole machine will be able to sell 172,000 units of the whole year, achieving a sales income of 2.4 billion yuan and creating a record high.
Facing this kind of achievement, Zhao Zhuang, general manager of Dongfeng Zhaochao, was in a good mood. “This is due to the overall improvement of new product development, market development and after-sales services, and the continuous improvement of management level. Of course, it is more creative and possible. Combat staff."
Product: Upgrading to create new value
In recent years, the state has increasingly stricter emission requirements for engines. The introduction of a series of automobile emission regulations has put a more rigorous test on Dongfeng Chaoyang Diesel Engine Co., Ltd. (hereinafter referred to as “Dongfeng Chaochaiâ€) engine products. At the end of last year, Dongfeng Chaochai's QD series engines had only National II emission reports, and the 4102 State IV engine had not yet completed the environmental protection catalogue and announcement declaration. The upgrading of products was imminent.
In early 2009, Dongfeng Chaochai's management team resolutely decided to set up a QD series model R&D project team and a 4102 national IV model R&D project team, carried out a large number of calculations and matching tests, and devoted itself to product development. QD III series engine adopts three technical routes: mechanical VE pump + EGR + booster, electrically controlled VE pump + E-GR + booster, mechanical VE pump + built-in EGR + booster intercooler, and 4102 State IV engine adopts high pressure common rail + Pressurized intercooled + external EGR + DOC + POC technology, which is also the first domestic product to use this technical route to meet the national IV emission standards.
Through close cooperation with Austrian AVL, Germany FEV, Tianjin University, Jilin University and other well-known domestic and foreign consulting companies, renowned universities, and research institutes, the time for research and development of these technology routes has been greatly reduced. Two months later, on March 27th, 2009, the two R&D projects successfully passed the emission test of the National Testing Center and received the emission report issued by the testing organization.
As originally envisaged, the successful development of the QD III series engine and the 4102 IV engine has brought considerable economic benefits to Dongfeng.
The new product developed in 2009 achieved sales of more than 20,000 units, adding weight to Dongfeng Chaochai’s foothold in the fierce market competition.
It is worth mentioning that the research and development of new products not only brought huge sales volume to Dongfeng Chaochai, but also brought a great improvement in the design level of the technical center. According to Cao Xiaofeng, executive deputy director of Dongfeng Chaochai Technology Center, the auxiliary design of the technical department has a great influence on the speed and cost of product development. This year, the CAE capability of Dongfeng Chaochao Technology Center has been rapidly improved, and the simulation work before pre-research has been intensified. The diagnosis of the virtual prototype has been performed by various parties such as strength, thermal stress and fluids, which greatly accelerated the progress and accuracy of research and development. .
With the support of advanced technical conditions, the pace of product development will be greatly accelerated. Cao Xiaofeng said that from the technical point of view, we must upgrade the current medium-to-high-end engine design to a high-end engine recognized by users. Of course, this requires our engine to have excellent design, excellent quality, first-rate technical service, and to achieve national IV and national V emission levels, allowing users to think that our products are worth buying and buying value.
Marketing: My Pursuit of Your Needs
"The market is ubiquitous and leads to marketing." This is the marketing concept that Dongfeng Chaochai insisted on over the years. Zhao Haichao, deputy general manager and general manager of sales company, Zhao Haigang, said: “We need to find business opportunities in markets that are continuously subdivided so as to achieve a win-win situation in the entire value chain.†To seek business opportunities from a vast market, Zhao Haigang Nearly half of the time in the year with his marketing team is rushing outside. Dongfeng Chaochai began to transition to precision marketing.
Dongfeng Chaochao Sales Company established the Commodity Market Planning Committee to ensure that the marketing strategy was formulated scientifically and put into place. At the same time, the original product division was subdivided into trucks, automobiles, and engineering vehicle divisions, and the marketing work was carried out in various market segments. Promote the development of marketing. For example, in-depth development in the field of construction machinery in 2009, a total of more than 7,000 special engineering product sales, an increase of up to 120%.
With the further development of the market, the innovation of marketing model has become an urgent task. In addition to traditional advertisements and other publicity methods, Dongfeng Chaochai has adopted word-of-mouth marketing and cultural marketing more. Zhao Haigang prefers to regard this approach as "emotional marketing." Zhao Haigang said: "When the majority of users agree and appreciate our cultural philosophy, we will certainly choose our products because they know that a company that is responsible to society and to its partners will be responsible for the products." 7 2009 On the 24th of the month, Dongfeng Chaochao opened the third cultural festival of “Ningxia Red and Chaochao Heartâ€. About 200 guests from Dongfeng Chaochai's main engine plant, large users, and distributors came together to meet Ningxia. In a thick western style, they achieved unrestricted communication and increased friendship between the two parties. Since 2005, Dongfeng Chaochao’s first Cultural Festival “Culture Set up, Economic Opera†has not only further enhanced the strategic cooperation between Dongfeng Chaochai and its customers, but also effectively applied Dongfeng Chaochao’s corporate culture and brand. spread. In order to continue to increase brand building efforts, Dongfeng Chaochai’s various marketing activities are colorful: the title “Zhaochai Cup†in the China-Mongolia-Russian international auto cross-country rally, highlights the “high quality†characteristics of Chaoyang Diesel Engine; participate in “Zhaochai Cup†Aoling China Light-Carle Champion won the most fuel-efficient engine award; successfully held the “Caring for Western Public Welfare to Win Western Hope Tour†campaign, which deepened the good cooperative relationship with customers, established a good image of the company's courage to take on social responsibility, and fully demonstrated Dongfeng Chaochao's brand connotation of high quality power.
As Dongfeng Chaochai has always been pursuing—“My pursuit, your needs.†Zhao Haigang said that R&D has laid a foundation for the growth of enterprises, and marketing has provided a constant source of power for the development of enterprises. We went to market research to study where Dongfeng Chaochai’s market was. We went to do technical work to turn products that users need into products. The next task for Dongfeng Chaochai is to continue to promote the development and application of new products and new standards, while broadening product lines, entering new markets, and promoting the common growth of the entire industry value chain.
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Management: The DPS production model is increasingly perfect
As early as 2004, Dongfeng Chaochai began to cooperate with Japanese Toyota Motor Corporation, the creator of the precision production model, with the aim of saving resources and increasing efficiency, and implemented a comprehensive reform of the production process. The timely introduction of TPS (Toyota Production System) has enabled companies that have used the lenient days to squeeze out efficiency and efficiency from the lean sponge: the total volume of the product has been greatly reduced, the waiting time has been gradually shortened, and the logistics management has been significantly improved. Face look a new look.
Due to the real benefits of TPS in practice, in 2008, Dongfeng Chaochai officially established “Toyota’s lean thinking as a management ideology, TS16949 as a management system, QCD forms as a management tool, and KM as a management platform. Improving the lean management model featuring Dongfeng Zhaochao’s characteristics—the management model of DPS (Zhaochai’s production methods), and promoting the overall improvement of the quality and efficiency of the firewoodâ€.
The comprehensive promotion of an advanced management tool will inevitably encounter such difficulties.
Zhao Zhuang said: "We spend most of our time on self-study, but we don't learn it thoroughly and thoroughly. We don't have specific methods for guidance in our operations." In 2008, Dongfeng Chaochao invited Dongfeng QCD expert Guo Shihua to perform QCD on Dongfeng Dynasties. Comprehensive guidance. After a year of trials, policy management, production management, on-site management, and independent maintenance are now on the right track. The DPS production model and the lean production concept have also been deeply rooted in the heart of Dongfeng Chaochai people. As a result of the practical guidance, everyone is delighted: With the upgrading of products from the country II to the country III, the varieties to be produced are more More, the process is more complicated. However, this did not have the slightest impact on production capacity. After standardizing the operation of workers and changing the assembly line from one-sided assembly to two-sided assembly, the assembly efficiency was improved. The average daily production capacity was increased from 660 last year to 780 this year. . While improving productivity, TPS also guarantees quality control. By means of time-feeding, kanban management, and order management, diesel engine assembly failure rate and zero-kilometer failure rate are greatly reduced. This means that in September this year, the production and sales reached a record high output. In the middle of the month, despite having the largest number and most complete varieties, quality has not been affected at all, and all quality indicators have steadily increased and are steadily controlled within the target value range.
Culture: Advocating dedication and fraternity towards the Chaochai spirit
In the fierce market competition, the most fundamental competition between enterprises and enterprises lies in the competition and management of human resources.
Dongfeng Chaochai is located in the western Liaoning area far away from Dongfeng Headquarters. It is not easy to attract talents and retain talents.
However, Dongfeng Chaochai has always had a large number of experienced technicians. The reporter learned from Cao Xiaofeng that there are currently 180 technical centers, among which 30% are senior engineers and above, 52% are engineers, and 100% of technical personnel are proficient in using CAD, PDM, KM, and DCD. Process.
Why did these senior technical talents take root in Dongfeng Chaochai? Dongfeng Chaochao’s party secretary, Zheng Xiaoling, explained that Dongfeng Chaochai has a complete talent training model and a long-term salary growth system, which makes the company form a better internal The good situation of learning, rushing, helping, and super.
In 2008, the “Employee Career Service Grading Standard†developed for R&D personnel, professional technology, professional management, and professional skills personnel was formally implemented after revision, from academic qualifications, job titles, working years, performance appraisal, training, skills competitions, projects Achievements, thesis work, honor recognition and other aspects clearly defined the conditions of employment of various types of personnel, and gradually established a variety of channels for the rapid growth of talents and competitive incentive mechanisms for competition. Corresponding to the "employee occupation career rating standards" is echoed for each position personnel "measured" designed "Dongfeng Chaochai Company personnel career promotion plan", which is a set of performance-based income, performance and promotion The personnel training, assessment, and promotion mechanisms have brought into full play the employee's passion and creativity in the process of market value of labor.
Career planning of employees is like a compass, clearly guiding employees' future development direction. In order to realize their professional ideals, the employees have devoted themselves wholeheartedly to their work and transformed this positive work attitude into deep feelings for the company.
Zheng Xiaoling said that this feeling is exactly the embodiment of the “Dedication and Fraternity†of Daw Chai’s spirit. Such a DPRK spirit is also extending from within the company to its responsibility and contribution to society. Over the years, in addition to continuously developing new technologies and promoting energy-saving and environmentally-friendly products, Dongfeng Chaochai has committed itself to public welfare as a pursuit. In 2007, Dongfeng Chaochai launched a large-scale charity event “Caring for the Western Waving and Hope for Greater Chinaâ€. Every sale of a diesel engine draws 3 yuan from it to the Western Hope Project. As of 2009, four Hope Primary Schools have been rebuilt and expanded in the four provinces of Shaanxi, Gansu, Nanjing, and Qinghai so that children in these areas will have more opportunities for education.
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