Text: Wang Huiying.
Edit Midnight.
How does Hisense grow again?
After more than a year in office, Jia Shaoqian, chairman of Hisense, has been thinking about this problem repeatedly.
Outside,Hisense is facing fierce competition,Internally,Hisense is facing the challenges brought about by the huge organization。
At present, Hisense has four listed companies: Hisense Video, Hisense Home Appliances, Sanden Holdings, and Qianzhao Optoelectronics; And there are many brands such as Hisense, Toshiba TV, Guloni, Kelon, Rongsheng and ASKO; Full coverage of black and white electricity, and internationalization continues to accelerate.
Source: Hisense's official website
At present,Hisense's revenue exceeds 200 billion yuan,This 100 billion giant has been established for 55 years,More than 100,000 employees of a large company,It is inevitable that large companies will be sick,There is no lack of internal factors that affect efficiency、Affect the quality of operation、Factors that affect the ability to play。
These problems that affect Hisense's continued growth must be solved.
After New Year's Day in 2024, all Hisense employees have received three emails one after another: "Digital Transformation *** User Operation *** Management Data***
Three emails were sent in five days, and Hisense released its determination to reform. "The steps should be bigger, but we must think about it and take another step", Jia Shaoqian clarified Hisense's change requirements.
This is the second year of Hisense's post-70 management team,It is also the second year of Hisense's "five-three-three" strategy。 Hisense's various businesses are facing fierce competition in the market,Hisense must withstand the pressure,Take a steady step。
How to promote change and become an agile Hisense Group, or Jia Shaoqian and Hisense's new proposition in 2024, this will be a protracted battle.
Since the establishment of Hisense's predecessor in 1969"Qingdao Radio No. 2 Factory",Hisense has been established for 55 years。 In the past 55 years, Hisense is inseparable from the "soul man" Zhou Houjian.
The No. 1 position who has been in charge of Hisense for 30 years,Most of the outside world's evaluations of him are low-key and upright,Low-key he rarely appears in public,Upright, he loves and hates clearly。
Zhou Houjian has many famous sayings, one of which is "Making TV is a meal for others, but it is a life for Hisense." "For a long time,The TV business has accounted for ninety percent of Hisense's overall business。
With the development of the times,And economic reform,It's not what Zhou Houjian wants to only do TV,He began to lead Hisense to diversify。
Under the leadership of Zhou Houjian,Hisense continues to have new businesses,In addition to continuously increasing investment in TV business,It will also go deep into the field of white electricity,Through continuous mergers and acquisitions and the establishment of joint ventures,Broaden their business territory,At the same time,Hisense is also walking on multiple legs。 At present,Hisense has laid out smart transportation、Smart city、Precision medicine、Automotive electronics、Optical communication、Chips and other fields。
In 2022, as usual low-key, Zhou Houjian bid farewell to Hisense and became Hisense's "Lifetime Honorary Chairman"; In the following year,Hisense ushered in two chairmen Lin Lan and Jia Shaoqian,Hisense also ushered in the stage of the post-70s in power。
If the Hisense of Zhou Houjian's era is the age of navigation, then the Hisense of Jia Shaoqian's era is the era of change. In the past, Zhou Houjian was worried that Hisense had not grown up, and now Jia Shaoqian is more concerned about Hisense's big company disease.
At present, Jia Shaoqian is facing a large company with a revenue of more than 200 billion yuan and more than 100,000 employees. Hisense's business tentacles are becoming more and more abundant,The disease of large companies is also revealed。 The collaboration of different brands is not enough, "the products designed for young people, but the decision-making is given by the boss who does not understand the aesthetics of young people", "each department only focuses on its own assessment indicators, and the departmental wall is getting thicker and thicker......".
In the business world that focuses on efficiency, how to solve the problem of large companies is a collective problem faced by all enterprises, which determines the ceiling of an enterprise to a certain extent. The answer given by most companies is change, and Hisense is no exception.
In an interview with "Chinese Entrepreneur", Jia Shaoqian also said that when the enterprise really has a large enterprise disease, it must have developed into a common problem, so "don't try to solve the problem by grasping the typical, if you want to really cure the disease of large enterprise, you still have to move the knife at the top level", in order to "grasp the root, grasp the root, not the end".
In the past year and a half, Jia Shaoqian began Hisense's top-down change. Including the top-level structure, management and control model, business portfolio, as well as talent assessment and incentive standards have changed to varying degrees.
The "Young Zhuang faction" came to power as the first step. In parallel with Jia Shaoqian's action as chairman of the group, Yu Zhitao, the new president of the group, Liu Xin, the chief accountant of Hisense Group, and Zhu Dan, who was promoted to senior vice president of the group, are all post-70s, and they can be said to be natives of "Hisense"; In line with the group,Hisense's listed companies are also replacing fresh blood at the same time,This is the first comprehensive delivery of Hisense Group since its establishment 54 years ago。
Jia Shaoqian, chairman of Hisense Group, source Hisense's official website
In addition, in terms of organizational structure, according to "Chinese Entrepreneur", in September 2023, Hisense Group restarted its structural adjustment and established a consumer business group, which coordinates the two major to C industry groups of Hisense video and Hisense home appliances, as well as Hisense International Marketing Company and China Marketing Headquarters.
This is highly consistent with Hisense's recent release of "User Operation": Hisense Group unifies language, unified standards and unified construction in terms of user operation capabilities, processes, methods and infrastructure, etc., to ensure that brand, product, research and development, marketing and service form a joint force.
In May 2022, there is a strategy named "533" within Hisense - which means that on the occasion of the 53rd anniversary of Hisense's establishment, the first change in three years will be implemented. This year is the second year, and the difficulties and challenges are even greater.
The so-called elephant is difficult to turn around, and the disease of a large company does not appear suddenly, but has accumulated over many years, which determines that change is not an easy task. Especially for Hisense,The business plate is getting bigger and bigger,The brand circle is expanding more and more,The collaboration of various subsidiaries and brands is a test of Hisense's overall ecology。
A lot of change really starts with changing the mind and breaking the old habits, and this process is quite painful, because the most difficult thing for people is to change themselves, and change is against human nature. Jia Shaoqian said bluntly.
Facing difficulties is the basic requirement of every manager. Born out of state-owned enterprises,Hisense's decades of development are known for its stability,And emphasize the safety of development,But in a new stage,Hisense is also considering new capabilities,To fight in the stock market。
As Jia Shaoqian said,"If Hisense wants to build a taller and stronger modern building in the future,It needs to use new materials,New technology to do it——To grow new capabilities on top of Hisense's original concept。 ”
Hisense in the era of Zhou Houjian had an obsession, hoping to realize the gorgeous turn of "home appliance company" to "high-tech company". This sentence is also written on Hisense's official website.
Zhou Houjian, who was born as an engineer, has almost strict requirements for technology,Known as"Technical paranoia",In the 30 years he has been at the helm,Technology is engraved in Hisense's genes。
Therefore, technology is an enterprise, throughout the development of Hisense for more than 50 years. After the end of Zhou Houjian's era,Hisense summed up"Five treasures",One of them is"As a technical paranoia,Laid the engineer gene for Hisense,Let innovation and research and development become Hisense's surging blood。 ”
In the era of Jia Shaoqian, Hisense still puts technology first. "Hisense's concept,The first is to establish an enterprise with technology; The second is a stable、Healthy and positive corporate atmosphere,These need to be adhered to,It is the foundation of Hisense。 Jia Shaoqian once told "Chinese Entrepreneur".
From a traditional home appliance manufacturer,Become a high-tech company,Hisense's road is very long,It's not easy。
In the early days, Chinese home appliance manufacturers, including Hisense, were subject to the influence of chips and were stuck for many years, which not only affected the long-term development of manufacturers, but also directly led to the low voice of Chinese manufacturers in the pricing of the upstream industry chain.
Until2005"Xinxin"came out,Hisense broke the monopoly of foreign companies on digital processing chips,It has become an important breakthrough in the domestic color TV industry。 Even now,Hisense is also one of the few domestic TV manufacturers with independent research and development chips。
Hisense8K AI image quality chip,Image source: Hisense's official Weibo
On April 1, 2023, Hisense Video, a listed company under Hisense, released a plan to spin off its subsidiary Qingdao Xinxin Microelectronics Technology Co., Ltd. *** hereinafter referred to as "Xinxin Micro") to be listed on the Science and Technology Innovation Board. Previously, Hisense Video had issued a suggestive announcement on the planning of the spin-off and listing of Xinxin Micro, and this plan further disclosed the spin-off and listing plan of Xinxin Micro in detail, and made it clear that Xinxin Micro will be listed on the Science and Technology Innovation Board of the Shanghai Stock Exchange.
The investment in technology has given Hisense a steady stream of product power. Take the TV category as an example,More than ten years ago, Hisense began to promoteULEDDedisplay、Laser display, these two technical routes,Accelerate the research and development of new technologies and product promotion,And open up the whole industry chain through capital cooperation。
Today's home appliance market is divided into two categories,One is a traditional manufacturer like Hisense,The other is an Internet home appliance brand like Xiaomi,The latter's usual way of playing is low price。 Take Xiaomi as an example,2019year,Xiaomi opened the TV market with cost performance,And topped the domestic market shipment list,This puts pressure on traditional brands such as Hisense。
However, low prices are not a long-term solution, and it is a consensus that the cost-effective model alone is not conducive to the long-term development of the brand. The more important background is that the home appliance market has entered the stock stage, with mobile phones, tablets and other smart devices and short**, the emergence of entertainment methods such as games, TV is no longer a rigid need of people. According to Lotu Technology data, in 2023, the shipment of brand machines in China's TV market will be 36.56 million units, a year-on-year decrease of 84%。
Demand is decreasing, market competition is increasing, and consumers are demanding more and more for the function and performance of home appliances, which forces enterprises to transform in the new market, and high-end transformation is imperative.
At this time,The technology accumulation of traditional home appliance brands for many years is particularly critical,For Hisense,Technology is the confidence of this traditional manufacturer to transform to high-end。
According to Lotu Technology data, in the domestic market in 2023, Hisense TV shipments will be 8 million units, a year-on-year increase of 107%, with a market share of 23%; Xiaomi TVs shipped 7.7 million units, down 119% with a market share of 212%。
According to Hisense's video financial report, in the first half of 2023, in China's offline high-end market, Hisense's TV retail volume share will reach 364%, an increase of 5 year-on-year7%。At the same time,Hisense has also increased its R&D efforts,In the past five and a half years, a total of 941.6 billion yuan.
In fact,High-end is the key word of Hisense in the era of Jia Shaoqian。 At the 2023 Yabuli Forum, Jia Shaoqian believes that high-end is the only right way. "Chinese enterprises are gradually establishing a new development path, that is, jumping away from low-level competition and insisting on being a high-end or high-end industry. ”
High-end has given Hisense a good performance, and it is also a moat to the future. Judging from last year's performance,CITIC** said,At present, under the background of sustained high inflation in Europe and the United States,Consumer demand is gradually weakening,If the subsequent overseas demand shrinks sharply,It will form a lot of pressure on international TV brands。
In addition to the weakening market demand, the competition in the home appliance market is also becoming more and more intense. Not only domestic,Gree、Midea、Xiaomi、Huawei and other players,Samsung Electronics worldwide is Hisense's opponent that cannot be ignored。 If you want to stand at the forefront of the tide,Hisense still needs to continue to make breakthroughs in technology。
This also means,High-end TV alone may not be able to resist the decline of the industry,Hisense also has to find a new antidote for itself。
In 2023, Hisense's annual revenue will exceed the 200 billion yuan mark, but Hisense's goal is more than that. to grow in more places is one of the most important things for the " young and strong faction " leadership group .
However, in order to grow in the stock market, the burden on Jia Shaoqian is not small.
In the past year, in order to find new increments for Hisense, Jia Shaoqian spent most of his time on the road.
In the economic voice program "Entrepreneur Says", Jia Shaoqian mentioned that he spent most of his time overseas. He visited Hisense's markets in Europe, Japan, Southeast Asia, and North America, and spent a lot of time visiting domestic and foreign companies, covering manufacturing, new energy, and Internet fields.
Obviously, globalization is an important direction for Hisense's growth.
For Hisense, globalization is no stranger. As early as 2006, Hisense put forward the strategy of "big head overseas". With the intensification of the involution of the domestic home appliance market,The greater the pace of Hisense's globalization,18Over the past 18 years,Hisense through mergers and acquisitions、Marketing、Self-construction,More than 20 R&D centers in the world、66Overseas companies and offices,There are more than ten overseas factories。
Hisense's overseas factory, the source is Hisense's official website
According to Jia Shaoqian, Hisense Group's overseas revenue in 2023 will be 85.8 billion yuan, accounting for 426%。Taking the main business TV as an example, according to the data released by **c revo, in the first half of 2023, global TV shipments totaled 891890,000 units, down 17%,Hisense TV shipments 124340,000 units, the scale of shipments continued to expand, a year-on-year increase of 223%, ranking second in the world, second only to Samsung.
One of the major problems with globalization is localization, which affects the ceiling of a company's overseas expansion. In Jia Shaoqian's view,The core of Hisense's globalization lies in localization。
The so-called localization is to establish Hisense's R&D institutions around the world、Marketing agencies、Production bases,Realize the integrated operation of research, production and marketing,At the same time, the brand is exported through brand operation and sports marketing。 In this way, Hisense is no longer a simple OEM manufacturing plant in the past, and it is more of a Chinese enterprise integrating brand, quality and service.
on the other hand,In addition to looking for increments overseas,Hisense is also entering a new track across borders。
In June last year, after the end of the trip to Japan's Sanden Company, Jia Shaoqian made it clear to the outside world one of Hisense's second growth curves - automotive electronics.
Jia Shaoqian said,With the long-term accumulation of digital technology、Artificial intelligence technology and technology in the field of big data,Hisense has quietly entered the field of automotive electronics,Realized intelligent driving、Vehicle-road coordination、Intelligent cockpit technology and automotive compressor、Effective combination of automotive air conditioning system。
Hisense's action in laying out automotive electronics can be traced back to three years ago. In May 2021, Hisense Home Appliances acquired Japan's Sanden Holdings, which is the world's second largest in the automotive air conditioning compressor business.
On September 14, 2022, Hisense also signed a comprehensive strategic cooperation framework agreement with NIO to cooperate in fields related to the new energy vehicle industry (including vehicle air conditioning, vehicle thermal management system, intelligent transportation, vehicle-road coordination, new display and multi-technology products, etc.), overseas market expansion, centralized procurement of household appliances and other fields.
A series of actions around car building,Hisense with years of technology accumulation,Naturally, it has carried out a transformation layout。
Jia Shaoqian once revealed: "We are trying to transform. In addition to the well-known home appliance C-end industry,At present, Hisense is tackling medical、Smart city、Semiconductor、Auto parts and other B-end high-tech industries。 ”
It must be admitted that a large company entering its 55th year of development is still reforming its management model, improving operational efficiency, and looking for a new growth curve, which requires determination and courage to face the unknown, as well as long-termism through the cycle.
As Jia Shaoqian said, no matter what difficulties and challenges are faced, entrepreneurs should always be full of confidence and hope. There is hope, and with hope to invest, to take risks, and to wait for the inevitable harvest.
Now,Hisense has entered a period of change,Its change is slow and steady,And the outside world is also paying attention to where Jia Shaoqian will eventually take Hisense。
The header image of this article is on Hisense's official website. ）