subject: Perspective From The Df-pearl River Delta Manufacturing Growth Plan Changes The Way - Dong Ling, [print this page] DF-seek change?? Shunde, an OEM enterprise transformation Inspiration
OEM model, who has Cantonese manufacturing have made a historic contribution to the primitive accumulation. However, the economic globalization today, relying solely on OEM, Guangdong will never become a modern manufacturing base.
DF-like exploration of the ship towards the world.
Wealth, as if overnight the flow of Dong Ling.
This is one miracle after another in Guangdong, which is a rising star in China's home appliance industry.
Located in Shunde, Guangdong Dong Ling Ketchen Leliu Group, formerly a new Po Shunde Electrical Appliance Factory, founded in 1988, the beginning was just a few dozen small factories. In the new century, especially since getting a Wal-Mart, Carrefour, GE and many other large multinational companies to order, the size of the business to expand as the snowball, known as Shunde "OEM giant."
Extraordinary pace of development Dong Ling: DF-2000, exports only 120 million yuan (RMB, same below), in 2003 to reach 1.8 billion by 2004, exports rose sharply to nearly 2.5 billion.
Dong Ling secret of success is their "inspirational, unity, and innovation" entrepreneurial spirit, is who they are unique people-oriented corporate culture, more importantly, from their actual conditions and take flexible development strategy.
Just recently, when "OEM strategy" started the DF-Group also adopted a "brand strategy", set off a domestic market, export-oriented enterprises to capture the brand war. Poll of Jian-Gang Guo and vice chairman told reporters, simply relying on OEM, will sooner or later companies a corner, to rapid development, we must create their own brand.
Them on this understanding, the PRD has a lot of OEM business owners is deeply felt. Who is always willing to do the wedding dress for others?
OEM, fast-track growth of SMEs "No matter how hard, OEM development of the DF-contributed. Through cooperation with foreign enterprises, we have accumulated technology, capital, management. If you rely on their own way, to go a very long detour. "DF-chairman Jian-Gang Guo said.
10 years ago, the PRD, the plethora of small power plants, household appliances in the field of competition is very fierce. Alone in Shunde, there is a long list of well-known brands: Kelon, Midea ... ... blindly in the domestic market hard, Dong Ling's outlook may very bumpy. Self-made man Jian-Gang Guo, Shunde, Meet in the two brothers with sharp strategic vision and decisive turn to overseas markets, they took an OEM development.
The hands of large multinational buyers orders, making the "climb on their business" can be completed within the shortest time possible the accumulation of capital, proved DF-selected OEM This is the right route. Just a few years, Dong Ling has become a has a staff of 16,000, 80% of the parts produced by their own group enterprise. DF-product of the global share of about 50% bread, 40% of the coffee machine, electric kettle up to 70%. By OEM to quickly achieve scale, bringing enterprise R & D, design, and management advantages It is recognized DF-The path to success.
No wonder some business owners about the foreign companies do in the OEM when sighed: "for the multinational corporations do OEM, do not make money we are willing to do. Learned from their design and management of knowledge, money can not buy not see. "This is the company willing to" do awake "deep-seated reasons.
Worry constantly, OEM enterprises are facing restructuring
Dong Ling, from the "OEM" have tasted the sweetness of the production, but also to pay the corresponding price. Up to 95% of the profits are brands grab, DF-only very small part of the earned.
They realize that the lack of their own brands and distribution channels, in the brutal competition in the market, OEM business would not have enough bargaining chips and partners. This will undoubtedly become an independent development constraints Dong Ling, accelerate the development of the enormous resistance.
"If you go to a trip abroad, you will be unbalanced mental up?? European and American countries are placed on the shelves of products made in China, Humen production price of 50 yuan a T shirt, paste Paris fashion brand, you can sell 1,000. 95% of the profits of business in the hands of the brand! "DF-Group Sales Manager China Shen Guan School District told reporters.
