How to be in the financial turmoil - tree confidence, guarantee orders, promote growth
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——Interview with Fan Jiayu, President of Zhejiang New Oriental Group Co., Ltd.
Last year, the global financial turmoil swept the world. China introduced 10 measures to expand domestic demand and determined a 4 trillion yuan investment plan. China's flexible packaging companies are also facing the impact of the economic cold.
When the difficulties come, I am afraid that it is useless, only brave. We have reason to believe that China's entire flexible packaging industry also has a positive side. If enterprises can seize this opportunity, they will promote and promote the management level, marketing level and overall quality of the entire industry.
In 2009, for Zhejiang New Oriental Co., Ltd., it is also a year of opportunities and challenges. In the face of the most relaxed policies, the most difficult opportunities, and the most challenging situation, how can the company grasp market opportunities and achieve transformation and upgrading in the cold current? Our reporter interviewed Fan Jiayu, president of the group company.
Reporter: Hello, Mr. Fan, what kind of achievements did the company achieve last year? What do you think of such achievements?
Mr. Fan: In the face of the intensification of the international financial crisis, the domestic monetary tightening, the rising prices of materials and crude oil, and the unprecedented competition in the industry, Zhejiang New Oriental Ink Group Co., Ltd. courageously responded last year, not afraid, not shrinking, adversity Innovation performance, production and operation continue to maintain a good momentum of development.
Specifically, the annual sales income was 260 million yuan, an increase of 31% over the same period of last year; product sales increased by 32% over the same period of last year; ink increased by 13%, adhesives increased by 46%, and electronic inks increased by 12%.
In the technical aspect, the low-ketone super-rich composite ink was developed in time, which not only reduced the production cost, but also improved the adhesion fastness of the ink, the shallow mesh transfer effect and the long-term printing suitability. The benzene-free ink has also been greatly developed. The company has launched the 421FD and 2008FD alcohol-soluble inks in time for the development trend of the ink industry. The technology of these products is currently in the leading position in the same industry. There is also the design and development of alcohol-soluble flexographic paper ink, cigarette transparent ink and heat transfer ink. The successful promotion of water-based flexo ink in the market has greatly satisfied the individual needs of users. The Adhesive R&D department has comprehensively improved the technical content of W-8830 water-based polyurethane adhesive, and has new applications and improvements in PVDC coating. At the same time, water-based acrylic adhesives have been developed. The Shinhan Technology Department has developed a halogen-free ink that can meet the requirements of general gold, tin, anti-oxidation, etc., while reducing the manufacturing cost of the product and creating benefits for our company.
At the same time, the successful construction and trial production of Tongxiang New Factory District provided a good guarantee for the company's sustainable development. The achievement of these achievements is the result of all employees working together and working hard.
Reporter: The global economy is generally low and the economic crisis has any impact on the company? Are there any countermeasures currently?
Mr. Fan: Under the current severe economic situation, a large number of domestic enterprises have fallen into difficulties, and a considerable part of them are caused by blind development, poor management and extensive management.
A large part of the terminals in the flexible packaging industry is fast-moving consumer goods, which are relatively less affected by the financial crisis. Our company's sales have increased by 15% compared with the same period of last year until February, and the overall situation is developing in a good direction. However, it should also be noted that in the current economic environment, on the one hand, the decline in raw material prices has reduced our manufacturing costs, but at the same time it has also led to disorderly competition in the industry market, which has caused certain impact on the company's sales market. It should be said that we are full of confidence in the completion of the goals of 2009, and of course we will encounter many uncertain factors. Therefore, we must give full play to capital advantages, brand advantages and technological advantages, and implement the strategy of “being confidence, guaranteeing orders, promoting growth, and reducing energy consumption”. Tree confidence refers to the way in which headquarters personnel participate in market sales, and helps sales managers to inspire confidence and overcome various difficulties. The so-called guarantee order and growth promotion are to encourage policies and increase the enthusiasm and personalization of sales personnel. The market demand, do everything possible to promote sales growth; reduce energy consumption from the improvement of product outsourcing, reduce packaging costs, and require the production workshops, administrative staff to ensure the safety of operations and product quality on the premise of the original production process, Raw materials costs, management expenditures and other aspects are strictly controlled to reduce energy consumption.
Reporter: With the increasing demand in the flexible packaging market, there are more and more domestic ink manufacturers, and foreign guns and guns continue to enter China. What is your current market positioning? How to improve competitiveness?
Fan Zong: After years of development, the company has formed a high reputation in the industry and occupied a certain market share. Our market positioning is based on the majority of small and medium-sized enterprises, on the basis of which we develop cooperation with large enterprises. To achieve convergence with large enterprises, we must accelerate the transformation and upgrading of the industry. This year, the company will give full play to its technological advantages, positioning its products in green environmental protection, transforming more than 60% of its products into environmentally friendly products, focusing on strengthening cooperation with high-quality enterprises, and simultaneously driving downstream enterprises to change towards environmental protection. At the same time, in Huangyan, the headquarters economic model was fully implemented, and the preparatory work for the construction of the new bridge production base was actively carried out.
What are your expectations for the domestic soft packaging market in 2009?
Mr. Fan: In 2009, the domestic soft packaging market was affected by the global financial crisis. There are many uncertain factors. The export orders of foreign trade have been severely affected. At the same time, expanding domestic demand and stimulating consumption will bring many positive effects, which can be described as mixed. As a company to respond positively, New Oriental Company will continue to serve as the chairman of the National Ink Manufacturers Green Alliance in 2009. We will live up to expectations, take the lead in promoting new developments in the industry's green environmental protection business, strengthen technical exchanges with our peers, and lead the New Oriental team with confidence. It also has the ability to rely on the vast number of users to work together and cooperate sincerely, and with the strong support of suppliers, we will be able to achieve excellent results and promote the glory of the New Oriental cause.
Reporter: After years of brand building, New Oriental has become one of the leading packaging companies in China. Can you talk about the company's measures and characteristics in customer service?
Mr. Fan: New Oriental's business philosophy is "integrity and win-win". We regard the relationship with customers as a "mutually interdependent, mutually beneficial" partnership. In New Oriental's view, when customers win, we win, and We have deepened this concept into practical implementation of the company's quality policy - "Meeting the quality requirements of users is our commitment, reducing the cost of user products is our goal."
In promoting products, the company not only pays attention to the improvement of product quality, but also actively reduces the cost of users' products. Especially when guiding customers to upgrade their products, they can reduce the cost of using environmentally friendly products than the original ordinary products. It is gratifying that the strong technical strength and financial strength have paved the way for the company to smoothly upgrade its products, and it has also been recognized and supported by customers.
Reporter: Strengthening enterprise management is a very realistic and very urgent important task to deal with the severe external economic environment and help enterprises get rid of business difficulties. To accomplish this task, we must rely on the joint efforts of all cadres and employees. Under this situation this year, what kind of expectations do you have for the majority of cadres and employees?
Mr. Fan: This year is an extraordinary year for New Oriental. The Tongxiang production base is fully operational, which brings us new challenges in production factors. First-class modern production lines require us to further strengthen our existing employees and make cadre employees. Adapting to the many factors and pressures brought about by new technologies, new equipment and new environment, I have new requirements for the majority of cadres and workers: First, let them care about the company's development, obey the requirements of the relocation of the headquarters production base, and actively participate in the construction of the new factory. We must firmly believe in the company's development prospects and closely link our career with the development of New Oriental Corporation; in the new environment, actively improve our ideological quality, technical level and practical work ability, in line with the current new situation. job requirements. I believe that we will definitely tide over the difficulties and continue to develop!