Transformation and innovation of manufacturing ind

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Transformation and innovation of manufacturing industry under the "new normal"

in order to meet the four challenges, China's manufacturing industry transformation starts from four aspects, namely, humanization, production automation, product intelligence and competitive differentiation

under the new normal, Chinese manufacturing enterprises are facing arduous challenges: overcapacity and declining performance; Slow growth and intensified competition; Inefficient and difficult to sustain; Insufficient capacity restricts development. At the 2017 annual meeting of the China Development Forum held in March, Miao Wei, Minister of the Ministry of industry and information technology, stressed that China's manufacturing industry needs to improve the innovation system and mechanism and speed up the upgrading of the manufacturing industry. In order to cope with the challenges of slowing growth and intensifying competition, manufacturing enterprises should integrate informatization and industrialization, effectively use digital, intelligent, automation and it technologies to improve operation efficiency, promote the transformation and innovation of manufacturing industry, inject vitality into manufacturing enterprises, and then improve competitiveness

in fact, in recent years, some enterprises have achieved breakthroughs in this process, especially household appliance manufacturing enterprises, which have led the innovation, transformation and upgrading of the manufacturing industry. Here, I hope that through the case study of the household appliance industry, we can cast a brick and attract jade, which can be used as a reference for other manufacturing enterprises

the traditional household appliance industry pays attention to the product itself, that is, the practicality, performance and design of the product. However, this model is facing four internal and external challenges: first, the R & D and design resources are limited, and the closed R & D model within the enterprise is difficult to meet the needs of consumers; Secondly, the production cost increases, the demand for customization increases, and the production efficiency of labor-intensive enterprises needs to be improved; Thirdly, with the increase of per capita income and consumption upgrading, enterprises need to provide consumers with high value-added products; Finally, the competition in the home appliance market tends to be homogeneous and bulk commodity, and differentiated competition is imperative

in order to meet these four challenges, the manufacturing transformation of the household appliance industry starts from four aspects, namely, humanization, production automation, product intelligence and competitive differentiation. These countermeasures emphasize that R & D and product design are customer-centered, improve production efficiency, reduce production costs, and launch differentiated products

1. Humanization of use: R & D and production of products that customers need and want

companies in the traditional household appliance industry mainly carry out product development through internal R & D departments, mainly focusing on the product itself. The main problems caused by this are: R & D can only rely on the limited internal resources of the company; The innovative ideas and capabilities of the R & D department are relatively limited; More importantly, the company lacks the time and energy to maintain communication with consumers. The products produced cannot meet the rapidly changing needs of consumers, and the use design is not humanized

in order to solve these problems, enterprises began to try to cooperate with external high-quality resources, have a deeper understanding of consumer needs, and pay attention to the humanized design of product use. The open innovation platform has become a highlight of the transformation and innovation of household appliance manufacturing industry. Through direct dialogue with consumers, suppliers and other market subjects, and using the needs, technologies and knowledge poured into the platform, enterprises can understand the current and potential needs of customers, grasp market trends, accelerate the emergence of humanized technologies and products, and achieve mutual creation and win-win in the ecosystem

take Haier, a white goods enterprise, as an example, the hope (open innovation platform) launched in recent years aims to make the tariff measures officially take effect on March 23. Users and resources around the world interact with each other in zero distance on the platform. Users can directly put forward the pain points in life on the hope. Engineers will give professional answers, disassemble relevant technical needs, and find appropriate technical resources for these related technical needs. At the same time, more and more R & D technology needs and solutions are released on hope, resulting in a large number of products that meet customer needs and humanized uses, and some products have been put into the market

2. Production automation: meet customization needs in an efficient and productive way

at present, most domestic factories are still labor-intensive, with low levels of intelligence and automation, relatively isolated production information management systems, scattered data and low transparency. With the rise of labor costs and the increase of small batch and customization requirements, the cost and efficiency of factories are facing great challenges

intelligent factory emphasizes that on the basis of the unified information management system within the enterprise, it integrates MES system, plans, schedules, and produces, realizes interaction and organizes production through control technology and related links, achieves a high match between people and machines, and realizes large-scale customized production at a low cost. In the future, it is only necessary to transmit the collected and analyzed market big data to the batching and production departments in real time, and then automatically allocate the components to the corresponding production line through unique component identification, while the code on the product components can complete the mixed production and intelligent detection of a series of different models and even different types of products on the flexible production line by talking with the equipment, Then the products that meet the standards will be delivered to the designated logistics storage points, and finally achieve the purpose of providing customized products that meet the requirements for different customers in a short cycle

intelligent factory means that intelligent production requires not only automation, but also real-time information interaction between equipment, equipment and systems, equipment and product lines. This is still a major problem to be solved for home appliance enterprises that are deploying smart factories at this stage

3. Product intelligence: after the production of intelligent products that bring added value to customers

entered the new normal, China's home appliance market gradually saturated, and the incremental market is mainly in rural areas with slow demand growth. The transition from the incremental market to the stock market requires that home appliance products gradually shift from popularity to renewal, and intelligence is an important direction of product renewal. Several giants in the home appliance market have developed, produced and sold smart products, trying to occupy a place in the field of smart home appliances

smart electric sword refers to the solid-state lithium battery as the earliest product line in household appliances. After launching smart TV, Changhong and TCL launched a series of products such as smart air conditioner, smart refrigerator and smart washing machine. Taking the refrigerator as an example, the product can automatically collect user data, infer the user's eating habits and tastes, and recommend recipes and life health suggestions. At the same time, some refrigerator products have been connected to third-party platforms, and users can place orders directly on third-party shopping platforms through refrigerators. This intelligent product explores the direction of customer experience transformation and brings high added value to customers

at the same time, with the lean sensor technology, the maturity of Jialian concept, the development of cloud computing and big data, the design, R & D and production of intelligent appliances will reach a new height, and new intelligent products will continue to emerge

4. Competitive differentiation: build sustainable business with differentiated products

in recent years, many domestic traditional home appliance enterprises and Internet enterprises have begun to layout the smart home appliance market, and smart home appliance products have gradually become a red sea for home appliance enterprises. In order to avoid vicious market competition relying on price, home appliance enterprises also need to explore their own advantages, design and produce differentiated products to enhance the sustainability of their business

at present, smart home appliances have made significant progress in remote control, ease of use and energy saving, and many mature products have been launched, but there is still room for improvement in home interconnection. For example, in terms of networking, openness and compatibility of products, the compatibility between different home appliances and different brand home appliances is not mature enough. For example, customers need to use different clients to monitor different smart appliances, instead of using one client to monitor all smart appliances, which greatly affects the customer's experience. Therefore, smart home companies that emphasize the interaction between home appliances and people, home appliances and home appliances are planning to issue convertible bonds in private. It is one of the earliest environmentally friendly plastic packaging materials in the market, and can be used as a major entry point for enterprise competition differentiation

under the background of the new normal of China's economy and made in China 2025, the transformation of China's manufacturing industry is in the ascendant under the guidance and promotion of policies. The above cases are all the exploration of manufacturing enterprises in the field of transformation and innovation. Whether they are successful in the future remains to be tested by time, but it marks an important step in the transformation of China's manufacturing industry

however, how to deal with various challenges and uncertainties under the new normal, and how to enable enterprises to achieve and maintain growth in a difficult business environment? The author believes that building a coherent and effective strategy around the core competence system is the key to success. The strategy needs to serve the new growth goals of enterprises under the new normal, and can provide an overall guiding idea for the subsequent targeted resource allocation, organizational transformation and change management in the market with increasing cost pressure, so as to make full use of the opportunities of transformation and innovation to achieve the double growth of revenue and profit. After market experience, successful enterprises can become the most determined practitioners of the made in China 2025 national strategy with more targeted strategies, healthier cost structures, more innovative business models and product services, and practices closer to the world's leading level

(Note: This article only represents the author's point of view. Yi Ping is a partner of PricewaterhouseCoopers strategic, Huang Jingyi is the executive director of PricewaterhouseCoopers strategic, and Hu Weichen is a consultant of PricewaterhouseCoopers strategic)

Copyright © 2011 JIN SHI