Do industry benchmark Hisense LED product standards to develop the lead

Mentioned Hisense appliances, people naturally think of the first LCD TV module production line put into operation, China China first LED LCD TV, audio and video output Chinese first independent intellectual property rights of the industrialization of digital TV chip launch etc.. How to build the first of this series? Today's Hisense (600060) will be how to face the test of the market?

In "sixth session of China Securities Daily" host, the reporter interviewed Hisense Board Secretary Jiang Haiwang.

Inheritance steady operation of effective risk control

From the last century at the end of 70s, the television began to enter to Chinese sight. After nearly 20 years of steady development, the development and competition of color TV industry seems to have entered a new stage.

Flat-panel TV - this new TV technology led to industry competition. China's real tablet era is in the last 10 years before the start, and the fastest development alternatives in 2008 more than two years. "Hisense Dong Dong Jiang told the Securities Daily reporters," and now as a new generation of flat-panel TV field, the emergence of more energy-efficient, environmentally friendly LED. It is understood that the current color TV industry is a competitive field.

Coincidentally, the 2008 outbreak of the Wall Street financial crisis has spread to China, it is in this year, Hisense management appliances found a critical phenomenon.

"Product sales structure, product sales have obvious change. "Jiang Haiwang said," the traditional CRT TV sales shrinking fast, so that we will no longer increase the production line of the assets, including manpower and material resources, and which can continue to use the left in the tablet era, set aside cannot be used in flat-panel era. In terms of sales, we implemented a confirmation order for the CRT signed, to avoid blind orders and lead to CRT TV inventory backlog. At the end of 2008, we had all the CRT stock products out. "

This is a effective way through the financial crisis. "This is the sound operation perspective, always put the risk control in the first place" Jiang Haiwang said, "there is a risk that can control must find ways to control, if not the opportunity to temporarily, then go looking for external policy, market risk control. In fact, this way of thinking and strategic heritage of Hisense Electric is quite good. "This is also reflected in the unexpected performance of the company in 2009.

Do the industry benchmark product standard lead people into LED

"Hisense technology is the foundation of the business, Hisense is to develop gene; talent guarantee technology innovation to enhance the core competitiveness of technology. Jiang Haiwang confidently told reporters.

There is such a corporate culture, Hisense did not appear so much first. Today, Hisense is the main body of the development of LED product standard solutions, LED products to become the industry standard development lead. "Jiang Haiwang smile said," this can represent a business in the industry the right to speak. "

And develop the main industry is Hisense's biggest belief. Today, many companies are looking for new points of development, even under the development of new industries and areas, Hisense's belief in the industry to do the benchmark of faith. Hisense in the choice of a new field or industry, will fully study and research, careful and appropriate analysis, will not easily make a decision. Jiang Haiwang said.

According to his analysis, there is a kind of enterprise sustainable development in one area may, in the coming decades will be very good development; another kind of enterprise is more radical enterprises, try a new field, for horizontal development. However, there are statistics, in the field of new enterprises to enter the field of only 10% of enterprises can survive, and another 90% of the enterprises will be eliminated. Hisense to do is sustained and healthy development of the industry benchmark.

Industry look forward to the formation of a tacit understanding of international competition

"But objectively speaking, we scale or some foreign brands than the poor, like samsung. "Jiang Haiwang said Hisense sincere words and earnest wishes," the market share has been ranked first for 7 consecutive years, while the share of 15-17%, followed by samsung. Especially in the beginning of this year, foreign brands recovered from the financial crisis, the force in the domestic market. We dig through the depth of research, and on the front end of the product have time and strength to match them, in the stage enterprise health management, can be on an equal footing in the next generation or leading technology, but can not rely on the scale to compete. "

For technology development of the TV industry can also draw the integration of other industries? We still hope that the industry should have some cooperation, of course, may be on the restructuring of the scale will be slower. However, if considered from the perspective of the whole country, whether in technology or a field can help me, can let the industry make the household electrical appliance enterprises reached a tacit understanding, a reasonable technology development direction, so that the effective form of international competition. "

For using attention on the capital market to raise funds, Jiang Haiwang also said that the expansion of manufacturing, R & D projects in key parts of the front end of the flat products to raise funds smoothly, has been in the first three quarters of 2010 reflected, and the application of new technology can give cost reduction alone is $5-6.