17 years later, the background of the second Hisense history is the history of China participating in globalization, becoming a global leader and violently colliding with various forces. China needs truly powerful enterprises: technical strength, the strength to formulate rules of the game, and the strength to influence the global industrial chain. Hisense is such an enterprise.
After 5 1 year development, Hisense has developed from a traditional household appliance enterprise to a high-tech company. The concept of "establishing enterprises through science and technology and operating steadily" has been the same for decades. In 20 19, Hisense's annual sales revenue was12,686.3 billion yuan, and IT owned many brands such as Hisense, Kelon, Rong Sheng and Toshiba TV, covering multimedia, home appliances, IT intelligent information systems, modern service industries and other fields. In the world, 14 industrial park and 18 R&D center, overseas income accounts for about 40%.
In the description of Ram Charan, the author of Sustained Growth and a world-famous management consultant, real benign growth means sustainable development. Adhering to the long-term principle, Hisense has been running on the track of "sustainable management", striving to realize the dream of "building a century-old Hisense and becoming the most trustworthy brand in the world" and becoming a model of high-quality and steady development of manufacturing in China.
The way of innovation: to build industry-leading product strength with technology as the background.
"Developing enterprises through science and technology and managing steadily" has always been the most distinctive background of Hisense. Technology represents the future, and innovation is the greatest product strength. In the past 5 1 year, technology has been the most solid moat of Hisense.
Zhou Houjian, chairman of Hisense Group, once said, "Independent innovation is a bowl of rice at present and a life in the long run." For a long time, Hisense has been constantly innovating and constantly realizing self-renewal iteration. "Hard-core products" emerge one after another. Always stay ahead of technology and continue to lead.
Chips are the country's "industrial grain". Hisense is the first color TV manufacturer in China to set foot in chip research and development. For a recognized "burning money" industry with large investment scale, high risk and long return period, Hisense has persisted in "core-building" for 20 years.
When China's manufacturing industry mastered the core technology, it really turned challenges into opportunities. Zhou Houjian once emphasized in the company's internal mail that a chip without its own will always be a second-rate manufacturer, let alone define its own native products, and the development and use of chips must be viewed from the perspective of life and death.
In 2000, Hisense entered the field of chip research and development, from scratch, and endured the loneliness of only investing without results for more than four years. In June 2005, Hisense successfully developed China's first digital video processing chip with independent intellectual property rights and realized industrialization-Xinxin, ending the history of China's annual output of 70 million color TVs without "China Core".
Hisense has two industries related to integrated circuits. First, in the field of optical communication chips, we have a complete chip vertical integrated manufacturing capability. Its products are applied to the optical module products of Hisense Broadband Company, and it is the world's leading supplier of optical communication modules. The second is the display processing related chips used in TV sets.
Hisense continued to invest in chip research and development, and constantly introduced new products, for example, from high-definition to full-high-definition, and then to ultra-high-definition display, forming a complete full range of chip products. 20 15, Hi-View Pro ultra-high definition image quality engine chip released, 20 18, "new new" H3 image quality processing chip iteratively launched. Recently, Hisense's fourth-generation quality chip returned to the film and successfully lit the stacked TV. After fully verifying the function and performance of the chip, the next step will be mass production.
It has been eight months since hisense electric announced on February 2nd, 65438 last year that it planned to change its name to Hisense Video. Hisense video not only does a good job of home display represented by TV, but also tries to jump out of the circle of "TV" and lay out many fields such as game display, education display, office display, medical display and intelligent transportation display. With visual image processing, transmission and broadcast control technology as the core, we will create a display world with "ubiquitous screens, ubiquitous connections and ubiquitous services".
Hisense promotes the "one core and two hard" manufacturing sector to jump to the high end. "One core" refers to the chip board. Hisense has both optical chip and optical module industries and electronic chip industries, both of which are industry leaders. According to the plan, the output value of Hisense's chip industry sector will exceed10 billion in three years, and the target of 654.38+063 billion yuan will be achieved in 2025; "two hardware", that is, To C and To B two intelligent hardware. By using the established industrial base, Hisense will realize a revenue of 2 127 billion yuan in 2025. At present, Hisense has locked in 13 high-tech projects in the "two hard" fields.
As early as five years ago, Zhou Houjian proposed for the first time in the industry to create a new life with full scene wisdom from family to community to city. The layout has been launched one after another.
In recent years, Hisense regards artificial intelligence as a new kinetic energy to lead the development of families, communities and cities. The application-oriented smart city system has been developed and built, and three platforms of smart city "Huixiangjia", "Trusting My Home" and "Zhitong City" have been created, and the whole scene of smart life from family to community to city has been created, and six hard-core technologies such as chips, intelligent hardware, cloud brain technology, operation platform, track intelligence and medical imaging have been formed.
The scene gradually evolved from "partially transforming business" to "completely taking over life". In order to accelerate the formation of Qingdao's smart city industrial ecology and the maturity of smart city products and solutions, Hisense put forward an extremely bold idea to build Qingdao into the world's first smart new living city from family to community to city.
Smart life and smart city are inseparable from hardware support. Scenario is the ultimate carrier to integrate all technologies, solutions, software and hardware. The latest news is that Hisense focuses on the construction of innovation ecosystem. It is planned to build a new infrastructure industry innovation base in Hisense Wan Hui near Qingdao North Station, which will provide strong support for the industrial development of smart cities. The base covers an area of 1.200 mu, the building scale is 1.5 million square meters, and the total construction investment is1.50 million yuan. It is expected to be completed in 5-7 years, and 500 enterprises will be introduced after completion.
According to the forecast of research institutions, by 2023, the market scale of smart new life in China alone will exceed 2 trillion yuan, and the global market will be even broader. Hisense has 18 R&D centers, more than 7,000 R&D teams, more than 20,000 related patents, presided over nearly 200 international and national standards, actively laid out new infrastructure, and became the pioneer of the "smart" blue ocean.
The way of honesty: return to customer value and achieve a warm brand power.
Drucker said that an enterprise has only one definition, and that is to create customers.
In the Internet of Things era, it has changed from "demographic dividend" to "mass dividend". Some companies have already felt the chill. "When the times abandon you, you may not even say goodbye." Eliminating an enterprise is to see if it can really create value for customers.
Ma Baolong, president of Hisense College and vice president of China Marketing Headquarters, said that the most basic principle that Hisense adheres to is to bring value to users, which is the first. The principle of good faith is very solid in Hisense, and the means to realize it is to use technology and innovation. Only innovation can further enhance the ability to create value for users and partners.
In 20 19, on the occasion of the 50th anniversary of the establishment of Hisense, the corporate culture system was upgraded in an all-round way. Based on the principle of "inheritance, innovation and temperature", the development vision is changed from "building an internationally renowned brand" to "becoming the most trustworthy brand in the world" and "building a century-old Hisense" remains unchanged.
Jia Shaoqian, president of Hisense Group, said that Hisense wants to "become the most trustworthy brand in the world", and "trust" is a word with temperature. Hisense's future development is to become a trusted partner of global users and upstream and downstream ecological circles, and create a common destiny. And "building a century-old Hisense" is the pursuit of Hisense, and we should continue to stick to it in a down-to-earth manner.
The essence of home appliances is home, and the essence of home is love. Technology should not be cold. Hisense, a "technology-based enterprise", has gone through 5 1 year, constantly using technology to convey warmth and trust, and the source of these two emotions is love. In April this year, Hisense decided to restart "love, technology is also emotional". This is a regression after time screening and forgetting.
Cai Jian, a professor of management practice at Guanghua School of Management, Peking University, said that as the largest economy, China is facing a huge paradigm shift in economic thinking-from a commodity economy to a value economy. Value economy is people-oriented, with Internet resources, information resources or trust resources as the basic elements.
In the era of digital economy, a fundamental change is to create customer value and customer needs, not just to meet customer needs. Hisense has been committed to changing the cold face of science and technology, using attitude as a screen, using stories as data, using content as a scene, and using temperature as intelligence.
For example, facing the ubiquitous display world, Hisense successfully developed laser tv technology to protect people's eyes; When applying AI speech recognition technology, it automatically blocks the film and television content that is not suitable for children; Video social tv allows family members to meet instantly thousands of miles away; Equip the air conditioner with fresh air and sterilization and antivirus functions; Set up exclusive maternal and child space in the refrigerator, and strive for the ultimate preservation technology; Vigorously promote non-contact smart community services, pay attention to and popularize urban intelligent transportation systems, and make everything efficient and safe in a subtle way; Constantly climb to the heights of precision and smart medical care.
Zhou Houjian emphasized many times in "Enterprise" that an enterprise is a continuous operation organization, and what an enterprise does must take into account today and tomorrow. If industrial products want to have temperature, it is necessary to take user value as the core, and users are the best judges. Putting users' interests first and continuing to operate is an extension of the strategy of "steady operation", which is exactly the thinking of long-term activists.
Asked about the road ahead, Hisense, whose bottom culture is honest, has been conquering more consumers and users with "hard core products" and "interesting souls". In order to adapt to the usage habits of global consumers, Hisense has set up four Internet TV operation centers in Asia, Europe, America and Australia to continuously improve the consumption experience. Every day, more than 50 million active users around the world experience the convenience brought by TV intelligence online. Since May1year, the household appliances and consumer electronic products produced by Hisense have sold well all over the world, and have become the top ten China brands that overseas people are most familiar with for five consecutive years.
On August 10, Paris Saint-Germain Football Club officially announced that Hisense has become its global sponsor and the two sides will cooperate for many years. Founded in 1970, this football club has become one of the world's top football clubs and global sports brands, attracting many great players, including Ronaldinho, Beckham, Ibrahimovic, and now Neymar and Mbappé.
Hisense will provide the best home viewing experience for Paris Saint-Germain fans with its breakthrough technology in TV and home appliances. Through television, internet and social media channels, show its brand and quality products to the audience and global fans at Prince Park Stadium; At the same time, we provide a variety of innovative products for the club and use them in many places such as the training center of the club.
Hisense has been deeply involved in sports marketing for many years and sponsored many large-scale sports events, including the European Cup 20 16, the World Cup 20 18, the European Cup 2020, Red Bull Racing F 1, the Australian Open and so on. Cooperation with Paris Saint-Germain Club is a major strategy of Hisense, and Hisense's products are exported to 160 countries and regions.
The Way of Balance: Multi-layout Strengthening the Vision of Moat
Hegel said that history is not haphazard, but has its inherent development logic.
Hisense in 5 1 year found its own balance between pragmatism and adventure, concentration and diversity, shareholders' interests and social responsibility. From a color TV production enterprise in China, it gradually stepped onto the center of the world stage and became an international high-tech enterprise. Among them, balanced concentration and diversity have become important labels for Hisense's development in recent years.
Some people say that watching Hisense today is like watching a familiar stranger. Indeed, today's high-tech Hisense is no longer the color TV enterprise it used to be, and has realized continuous evolution, iteration and growth. Over the years, while insisting on focusing on and strengthening the main business, we have expanded related diversified industries on the basis of specialization.
After the technical layout in advance, Hisense's business involves five major projects in seven major areas of new infrastructure, and even ranks among the best in intelligent transportation, optical communication and other fields, reflecting the transformation achievements of home appliance enterprises into high-tech enterprises.
Intelligent transportation is an important part of "new infrastructure". In the process of formulating national standards in the field of intelligent transportation, Hisense participated in all of them, and 29 of them were led by Hisense. Since the establishment of 1998, Hisense Network Technology has been deeply involved in the construction of intelligent transportation in more than 100 cities, leading the industry for many years. Since the beginning of this year, Hisense has taken the lead in building an enterprise-level vehicle-road collaborative test base in Shandong Province, and at the same time, technology has blessed the domestic smart bus lines to land.
In the field of optical communication, Hisense has also shown extraordinary persistence. The Internet bubble in 2000 made the global optical communication industry suddenly prosper and decline, but Hisense firmly believed that photoelectric conversion would be the core force of future communication, and optical communication technology would not get lost in the industry cycle, and resolutely entered the industry in 2002.
Today, the diversified layout has achieved important results. The data shows that in the field of smart cities, Hisense's strength has been quietly established, and it has become more and more solid: it has led the intelligent transportation market in China for many years and has entered 147 cities, including 39 municipalities directly under the central government, provincial capitals and cities with separate plans; Hisense optical module industry leads the world in market share, among which access network optical module products rank among the top in the world for eight consecutive years, with domestic market share exceeding 50%; Hisense's 5G wireless optical module products have been widely used in the construction of 5G signal base stations.
In addition, Hisense has also formed its own "moat" in commercial products such as commercial air conditioners, commercial displays, medical images and commercial cold chain equipment in recent years. At the same time, considering social responsibility, Hisense Scientific Exploration Center and Hisense School were built in the location of the original Hisense R&D Center at Jiangxi Road 1 1 in Shinan District of Qingdao as a gift from Hisense to Qingdao.
The way to break the ice: the mission of passing through reincarnation and the vitality driven by responsibility
Since the beginning of this year, the global economy has faced many uncertainties. Under the "extreme impact" and "stress test" of the epidemic, Hisense showed strong resilience. "When the tide rises and falls, no one is an island. Hisense, as a steady ship, will become the ballast stone for China's economic giant to face the epidemic storm through orderly operation. Looking for opportunities in danger, confidence is the best vaccine. " Zhou Houjian inspired all employees of Hisense at home and abroad.
The real heroic personality is "the echo of a great mind", a mission and responsibility, and a hard work to promote social progress.
Facing the unpredictable economic environment, one thing is certain, that is, China's manufacturing industry needs independent innovation more and more. Hisense, as an enterprise with profound technology accumulation, had more interaction with "new technology" during the epidemic.
Ultra-high-definition video technology and intelligent cloud's brain are Hisense's two unique skills, and they are also Hisense's future. Hisense's existing technological advantages will be the key for the two innovation centers to realize "from 1 to n".
Hisense wants to build two manufacturing innovation centers: Ultra HD video and intelligent cloud Brain. Among them, the Ultra HD Video Manufacturing Innovation Center aims to realize the demonstration and large-scale application of Ultra HD video in the fields of home entertainment, education, cloud games, medical health, commercial display, security monitoring, intelligent transportation, industrial manufacturing and so on. Intelligent cloud Brain Manufacturing Innovation Center will be applied to cities, transportation, public security, education, medical care and other industries to develop industrial ecology.
If hardware is the limbs of smart life and smart city, then software and information system are the nervous system that dominates the limbs. Relying on the smart new life solution of "one cloud and three platforms", Hisense is fully committed, and it is estimated that the output value will reach1.01.50 billion yuan in 2025. Yunnao is a new generation of information technology product architecture independently developed by Hisense, which can greatly reduce the development and use costs of users from all walks of life.
It is reported that the implementation of the "cloud brain" strategy will empower the development and promotion of intelligent transportation, smart cities, public safety and other industries. The three platforms refer to the three platforms of smart family, smart community and smart city.
Cai Jian believes that China's manufacturing industry should be not only resilient, but also energetic. The concept of resilience is survival and passive defense. And true spirituality is to take the initiative. China's manufacturing industry should not only be resilient, but also have spirit, otherwise it can only be passively defended but not attacked.
Hisense is a resilient and spiritual enterprise. Since the beginning of this year, in the context of the global epidemic impacting the global economy, Hisense has faced an increase in demand for traffic manufacturing, live broadcast and short video, and traffic has become a new entrance for product awareness. Hisense has taken the initiative to open the window of "traffic".
On July 23rd, Hisense Flow Workshop officially opened. As the center of direct chain users, Hisense's global traffic manufacturing base, marketing activities and short video shooting center will undertake the heavy responsibility of Hisense's traffic manufacturing and value marketing new engine. This is Hisense's DreamWorks, and it is also the practice of facing the shortcomings of marketing and embracing value marketing.
What the flow workshop has changed is Hisense's "communication mode". By trying new retail games online and offline, we can empower offline stores, shorten the distance between Hisense and users, promote the landing and development of Hisense's new retail model, and become a platform for direct interaction between Hisense marketing terminals and consumers.
Since February, Hisense has also attracted many artists, such as Chen Shu, Angel, Yun-peng Yue, and Vengo, to join Hisense and become the super experience officers of Hisense, striving to precipitate public domain traffic into private domain traffic, so as to gain real fans of Hisense.
"Being practical, but not good at expressing and doing nothing, this is the characteristic of Hisense. As a representative of China's manufacturing resilience, Hisense's leap-forward cycle has no secret. In fact, it lies in its adherence to the core values of' honesty and integrity, pragmatic innovation, customer first, and sustainable management'. " Ma Baolong commented on Hisense like this.
Every day without dancing is a disappointment to life. In the global economic downturn, Hisense danced against the wind. Fortunately, since the beginning of this year, Hisense's international marketing has achieved substantial growth, among which the wealth of the United States, Canada, Australia and Japan has increased substantially, and its market share in the United States, Mexico and Canada has reached a record high. Perhaps this window period is the "lifeline" of the next round of growth.
Pang Lijing/Wen