Reporter: In April 2006, the government promoted the reorganization of Aucma. Why did Aucma put forward the call of "second venture" at that time, and began to focus on the main business and put the superior resources in key areas?
Li Wei: To be sure, Aucma's "second venture" is a major adjustment to the enterprise development strategy. On the basis of in-depth investigation, Aucma has formulated a new enterprise strategy, from the original multi-industry operation and all-round attack, to the guidance of Scientific Outlook on Development, focusing on highlighting the dominant main business and improving economic efficiency, and comprehensively improving the innovation ability and management level of enterprises through various reforms to achieve benign and sustainable development of enterprises.
Reporter: In the face of many industrial fields, why should we give priority to the development of three major industries: refrigeration household appliances, electric vehicles and small household appliances? And at that time, the requirement of "rectifying and slimming" was put forward. In what areas have they reorganized? Does "slimming" mean that Aucma is no longer diversified?
Li Wei: The reason why we choose three major industries, such as refrigeration household appliances, small household appliances and electric vehicles, as the development focus is because these are our superior projects, and it is easy to gain the initiative and advantages of enterprise development, so that enterprises can quickly cheer up.
In terms of asset restructuring, high-quality operational assets were selected and injected into Aucma Co., Ltd. In April 2008, Aucma was once again supported by Qingdao Municipal Government, and the major shareholder Qingdao Huatong State-owned Capital Operation Co., Ltd. received 700 million yuan in cash from Aucma to help Aucma further optimize its asset quality.
In terms of industrial structure adjustment, the development direction of refrigeration household appliances as the leading industry has been established, giving priority to the development of advantageous industries such as refrigeration household appliances, small household appliances and environmentally-friendly electric vehicles, and resolutely divesting some products or industries with poor benefits and little correlation with the main business through sales or restructuring. The first plan of "second venture" is to "slim down" and gradually reduce the non-main businesses that occupy Aucma's funds. For advantageous projects, it is necessary to ensure high-speed operation and realize the rapid, stable and healthy development of the company. Aucma's "slimming" strategy can implement product diversification in the field of household appliances industry, but we must be very cautious about cross-industry diversification. We believe that it is risky to blindly enter industries that lack talent advantages and industry experience. We still put our superior resources on the main business, concentrate our greatest energy on the main business and do it well.
Reporter: You once said in an interview with the media that Aucma has embarked on the track of sound development after two years of hard work. Can you briefly introduce the achievements of the "second venture" and the development prospect of Aucma?
Li Wei: Our second venture has achieved initial results. Mainly reflected in the following aspects:
In 2006, since the "second venture", we have made a comprehensive and thorough adjustment to the development strategy of the enterprise.
In 2007, Aucma was fully revived after the full implementation of strategic adjustment. By promoting the reform of enterprise mechanism, enhancing the innovation ability of enterprises and vigorously exploring the market, Aucma's overall competitive advantage has been significantly enhanced. At the same time, the sales of Aucma products continued to climb, and the sales of refrigeration products increased by 90% year-on-year, creating the best performance in Aucma's history. Small household appliances also achieved substantial growth, with sales increasing by 965,438+0% year-on-year.
In 2008, the company implemented the "Double Thousand Projects" and "Three Major Campaigns". On the one hand, we began to rebuild and optimize the domestic market network. In the first half of 2008 alone, more than 3,300 sales networks of refrigeration and small household appliances were added, and more than 200 flagship stores of small household appliances in Gome were completed. On the other hand, with the rapid growth of the number of networks, the network quality has also been significantly improved, and the pace of building star stores with large repayment amounts has accelerated. It is precisely because of the strong sales network that Aucma has withstood the test of unfavorable factors such as rising raw materials and frequent natural disasters, and achieved a substantial increase in sales in the case of a general decline in sales performance of competitors in the same industry. Aucma's refrigerator products increased by 65% in the first half of 2008, which became a new economic growth point of the company. Small household appliances also achieved rapid growth in the first half of the year, with sales increasing by 53.32% year-on-year. The new product development of electric vehicles represented by "electric housekeeper" has achieved fruitful results, laying a solid foundation for the rapid development in the future.
Regarding the development prospect of Aucma, we will further develop our advantageous projects, especially in the field of refrigeration household appliances, build the world's first brand of refrigerators, actively participate in the production and matching of global refrigeration equipment and products, and make Aucma a trustworthy "refrigeration expert" in the world.
Reporter: Aucma participated in the national "Home Appliances to the Countryside Project". Can this be Aucma's chance? What is the export situation of Aucma in the current global economic downturn?
Li Wei: "Home appliances going to the countryside" has brought opportunities to Aucma market. Aucma sold the first home appliance subsidized refrigerator in China. Aucma's "home appliances to the countryside" work has been praised by relevant departments of provinces and cities for many times. Judging from the current situation, the countryside will remain our main target market for some time to come. Because of the promotion of the "home appliances to the countryside" project, we also have our own advantages in the rural market, and the rural market will remain our main market in the future. The urgent task is to further improve Aucma's rural household appliances sales network.
In terms of international market development, on the basis of stabilizing the original market, we have continuously developed new markets, and the export volume of products has achieved a high growth of more than 30%. The marketing network covers five continents 100 countries and regions.