2015-11-24 15:20
Longliqi: rely on the transformation and upgrading of ＂Chinese create＂ road
CNDSN November 24th (China business newspaper) daily chemical industry is a relatively fierce competition battlefield. In recent years, marketing costs continue to increase, but profits are in decline, many cosmetic companies day is skating on thin ice and seek transformation has become a top priority. However, there are some cosmetic brand is in the competition found the law of survival, and ultimately the development of growing up, let us see the hope of national chemical, long nilfisk are one of the leading.
As a representative of the national chemical enterprises, in recent years, the long nilfisk advance to show the good momentum of development, the business performance of the domestic market has increased steadily year by year. In October of this year Chinese Enterprises Federation and China Entrepreneurs Association, 11 of the launch of the manufacturing enterprises in China 500 list ranking, Jiangsu Lung nilfisk Biological Technology Co., Ltd. on the list of the top three local daily, leading cosmetic giants. " Jiangsu Lung nilfisk Biological Technology Co., Ltd. Chairman Xu Zhiwei said that under the fast changing market environment and strong competition pressure, lung nilfisk by virtue of the unique strength of the lead national brand, through the theory and practice of the perfect combination, maintaining brand evergreen, realization of the hundred years brand, set the pace of the times, out of a unique way to victory.
"Internet + health beauty"
Speaking of Longliqi, many people the impression that the snake oil hand cream, almost everyone had. In fact, Longliqi is a product line of very large enterprises, Longliqi is domestic daily chemical products and health products research, development, production and sales base, from single species management and to flag has thousands of varieties of cosmetics, household washing products, health care products, such as.
"Twenty-first Century is a time for health and beauty, and the pursuit of health and beauty of human life. We uphold the mission of providing health and beauty for the global family, from brand development, scientific research and innovation, production management, warehousing services, customer service are committed to a healthy and beautiful life style." Longliqi said.
Straight thing (micro channel ID:cndsn-zxbdw) learned, 2015 lung nilfisk focus on building three "champion", namely team champion, champion, champion platform. Ron nilfisk advance through the "internal cultivation" and "the introduction" to build a championship team. Through the strong brand development, R & D system, supply chain system to create a product champion; the business incubator, direct marketing platform, OEM service solutions provider, is committed to to become a brand incubator, build a platform for individuals and small and medium-sized enterprises to innovation and entrepreneurship.
Longliqi never lack of innovative gene. In 2014, in differentiated Marc Porter and Jack Trout "positioning method under the guidance of the theory, lung nilfisk re sort positioning strategy. Lung nilfisk advance comprehensively upgrade, the snake ointment, cream, toilet water, snakes and other health care products classic products to "long nilfisk" brand present, fruit skin care products is to "fruit muscle secret" brand presence, customized skin care products and cosmetics is presented by the elegant ladies brand, health food appears to "Bao Tong" brand, lung nilfisk brand and category positioning clearer. In addition, long nilfisk advance in the original product innovation and upgrading of the basis, combined with the different needs of consumers, and actively develop new products for different consumer groups.
At present, long nilfisk advance has been successfully developed to cover personal care products, beauty skin care products, nutrition health care products, science and technology, health products, household cleaning supplies, women's health products of 6 major categories, 16 brands, 1000 multiple single product, develop new products throughout the year 114.
In the face of different regions, different age, different gender user groups, Longrich nilfisk advance always adhere to the customer demand in the first place, is committed to provide professional, personalized, fine quality service for customers. In the full range, multi-level, multi angle to listen to the voice of the customer at the same time, through the protection of customer information, processing customer complaint management and carry out customer satisfaction surveys to understand and improve the service, let customers peace of worries, rest assured to buy.
In order to ensure customer complaints are dealt with promptly and feedback, lung nilfisk established details of the working process of customer complaints, and customer service center responsible for dealing with customer complaints. In 2014, lung nilfisk on mainly concentrated in the sales policy, product quality and service attitude of complaints, of every complaint made against, complaint handling satisfactory rate was 98.5%.
In addition, long nilfisk advance through customer surveys to long nilfisk advance products and service satisfaction, to understand the status quo of the quality of products and services, analysis of the factors of customer satisfaction and dissatisfaction, effectively grasp the customer demand at present and future expectations, and constantly improve the service level. In 2014, the company continued to adopt the internationally accepted American customer satisfaction evaluation model (ACSI), to investigate and evaluate customer satisfaction, customer satisfaction 99%.
Embrace the Internet, has become a number of enterprises to actively seek the transformation and upgrading of the road. In the face of the impact of the business tide, lung nilfisk not subsequently relegated, but the use of its unique traditional strengths, set up e-commerce companies take advantage of an opportunity to join the army in electricity providers.
How to embrace the mobile Internet as the first year of 2015. At the beginning of this year, lung nilfisk "Internet + health and beauty as a strategic development ideas and guidelines are provided to meet the audience of this era, the pursuit of health and beauty products and services. Lung nilfisk said that long nilfisk advance through based on quality, sense of vision and the experience of the trinity of value to enhance the sense of and around the value management strategy, focused competitive advantages, combined with the Internet and
Transformation and upgrading of the road to create the Chinese
In the domestic daily chemical industry hard 29 year long nilfisk advance a profound understanding of, the local chemical enterprise only to seize the heights of scientific research, pay attention to the transformation upgrading and brand upgrading, take a new road to industrialization, take the road of sustainable development to fundamentally enhanced international competitiveness, to realize the localization of cosmetics from the "made in China" to "China to create a" historic change.
German and German sides in October 2014 after the third round of Sino German government consultations issued after the Sino German cooperation platform for cooperation, the two countries will carry out the industry 4 cooperation. Direct (ID:cndsn-zxbdw) to understand the so-called industrial 4, is based on the different stages of industrial development to make the division. According to the current consensus, industrial 1 is the era of steam turbine, industrial 2 is the era of electrical, industrial 3 is the information age, industry 4 is the use of information technology to promote industrial revolution era, which is the era of intelligent.
In the course of development of its realized 4 upgrade. Leather, wood, handmade products since 1986; 1990s health care products, cosmetics into semi automation equipment times; in 2008 after entering the era of mechanical equipment; 2015 began the full import of the robot and further strengthen the information technology, mechanization and automation functions.
Now to the 4 era of industry, it is the main feature of intelligent devices through the Internet to achieve direct networking. Thus, network resources, information, objects and people can achieve things and services internet. In the implementation of the "made in China for 2025" long nilfisk advance through the control of the whole process of Longliqi intelligent cosmetic workshop, the establishment of the "quality" of the confidence.
At present, lung nilfisk is and Coesia (Italy), VDMA (German machinery and equipment manufacturing industry association), Tongji University in Shanghai, Suzhou University, and jointly promote the 4.0 Longliqi industry construction, and promote industrial 4.0 in China's industry standard formulation.
In June 2013, Longliqi invested 600000000 yuan, construction of 80000 square meters of "intelligent new factory" put into use. To further realize the upgrading of the industrial transformation and production processes, intelligent factory configured 2.6 million square meters of intelligent purification workshop, automatic raw materials, materials and finished elevated position, the automatic distribution system, and the existing facilities, equipment of automation, intelligent upgraded, built in line with standards GMPC production plant; has introduced the German GEA complete reaction pot system, Braun toothpaste complete reaction pot system, Sweden NORDON full-automatic filling toothpaste packaging production line, GEA online cleaning system, automatic filling production line mouthwash, liquid quick wash production equipment etc. of high-end cosmetics production equipment.
According to the straight thing (WeChat ID:cndsn-zxbdw) survey, the new factory led the advance into the Longliqi industry 4 times. The smart of new factories in the production of toothpaste factory, all the ground is decorated with reference to the standards of pharmaceutical workshops, workshop area cleanliness reached 10 million level standard, the production efficiency can be up to 200 cigarettes per minute. In the packaging process, the error is not more than 1G, the annual production capacity of up to 275000000.
Intelligent equipment investment, not only to meet the requirements of long nilfisk advance in the production of high-quality products, but also to attract the favor of foreign brands, cooperation intention of the avalanche, many international cosmetics giants will be their own high-end products are exported to Southeast Asia and even the world of oral care products commissioned long force odd to production.
Intelligent new factory has become a long nilfisk advance a new card, March 2014, Longrich nilfisk advance into the national oral standardization technotogy committee meeting held, commodity inspection department inspection and quarantine standards meetings are often held here and become a more the biological and chemical professional practice base, but also promote lung nilfisk industrial tourism development.
According to straight thing (micro channel ID:cndsn-zxbdw) understanding, lung nilfisk highly attach importance to product quality and safety, in production and operation part, benchmarking the highest international standards, norms, 6S, six sigma and other advanced management methods into the management of project quality; products before they leave the factory, the implementation of strict quality assessment and audit, and guarantee the safety and reliability of the products. 2014, product market sampling rate of 100%.
A few days ago, long nilfisk won the honor of Jiangsu Province, the first batch of "intelligent workshop demonstration unit", accompanied by Chinese manufacturers 2025 and overall planning is proposed, Longrich nilfisk advance will actively promote the industrialization and informatization of the melting of the two standards, the introduction of German industrial 4.0 standard to re enact the new intelligent workshop specification requirements, construction from the vote, expect finished one-stop automatic production lines, to create daily chemical industry unmanned robotic factories.
In addition, lung nilfisk will improve the production base in Chengdu, in Tianjin, Guangdong and other places investment in factories; and where possible, in the United States to acquire health products factory, buy cosmetics factory in France, in Asia through cooperation or the acquisition of a health care products and cosmetics factory, fully enhance the company's competitiveness in the industry, and enhance the competitiveness of their products and to 2023, long nilfisk advance production targets will be from now 100 million yuan of production capacity increase to 200 billion yuan of above, for the enterprise to realize the stable and healthy leap forward development and lay a solid foundation.
At present, Longrich nilfisk advance have more than a dozen platforms: including traditional division, customized marketing division, OEM division, new platform division, poly good mall, the Ministry of foreign trade, the Ministry of international, domestic companies, love family life experience hall, organic agriculture and so on. In the current domestic and international market downturn, the decline in the purchasing power of the grim situation, long nilfisk advance all platforms to the end of September this year all the profit, loss making enterprises in the domestic situation, long nilfisk advance more than a dozen platform responsible person can create benefits for the company.
"Through the upgrading and transformation。
Through scientific research cooperation to enhance the grade of products
According to straight thing (micro channel ID:cndsn-zxbdw) to investigate the, at present, lung nilfisk trademark has registered in the global 138 countries and regions, products are more than 50 countries around the world, and in more than 20 countries and regions overseas investment in the establishment of the branch.
Review of its 29 years of development, is the innovation of science and technology enterprises across a wonderful. A good product will always be king. Lung nilfisk relevant personage says, Longliqi insisted to improve the capability of independent innovation and enterprise development strategy of convergence, to strengthen the management of science and technology, and gradually establish a scientific and technological investment and stable growth of long effect mechanism, establish a technology innovation system with enterprises as the main body, the market as the guidance, the combination of and for the development of the company to provide a strong scientific and technological support.
In the early 1990s, Longliqi is a snake crude product processing company, commissioned by Shanghai Pharmaceutical University, Shenyang University of science and technology R & D out with related departments of the statutory functions permit a series of health care function, with snakes health products listed for sale, rapid growth is a set production and sales as one of the national scale enterprises.
In recent years, in the face of national chemical in the product technology content is difficult and relatively mature foreign companies contend situation, lung nilfisk proposed to scientific and technological innovation occupied daily chemical industry leading position in the development strategy, in terms of product research and development continue to increase investment.
Beginning in 2005, lung nilfisk in the global market cooperation in research and development of high-end talent, has set up a Tsinghua University, lung nilfisk Biological Technology Research Institute and Jiangnan University, lung nilfisk functional food joint research, lung nilfisk daily chemical and biological engineering technology center, lung nilfisk postdoctoral scientific research workstation, lung nilfisk enterprise academician workstation, at the same time, the pace of "going out and bringing in", in the United States, Japan, France has set up a long nilfisk advance (USA) Health Research Institute cosmetics, long nilfisk advance (Japan), and health innovation center, Lonridge Lina organic products (France) R & D Center.
Research Institute for the company's independent innovation and technology research and development capabilities of the rapid increase plays a huge role. During the cooperation period of nearly ten years, lung nilfisk investment more than 2000 million yuan of funds for scientific research, College of life science, National Tsing Hua University offers an annual 1 00000 yuan bonus teaching, and provide Tsinghua University graduate internship base.
Through nearly ten years of research and development, "nano snake oil preparation technology and new type of nano snake oil cosmetics" "new type of shampoo" "research" "new type of enzyme toothpaste" "development of Chinese herbal whitening series products" "research" has been successfully completed, the research and development of products have been listed. In addition, "green environmental protection product development" project has achieved important results. Shi Gong, Dean of the College of life science, National Tsing Hua University, the project has made some breakthroughs, through nearly 20 kinds of structural modification have been screened out two bionic antibacterial agent precursor molecules, according to straight thing (micro channel ID:cndsn-zxbdw) survey the results of the study show that, the bionic antimicrobial agent precursor molecules with good effect, in the future on the basis of this mechanism, efficacy and structural modification of in-depth research, a new kind of environmental protection with economic development of antibacterial agent.
It is understood, these R & D institutions in the global scope to absorb chemical high-end talent, now long nilfisk advance has incurred such as Wang Tianxiang, a large number of world-class talent in the industry, Longliqi eight major scientific research institutions to establish for the upgrade of the long nilfisk advance products structure and content of science and technology, innovation and brand has injected vitality.
"Long nilfisk advance mission is to provide global home with beautiful and healthy lifestyle, Longrich nilfisk advance will continue to shoulder 'global family provide beautiful and healthy way of life' mission forward, continue to increase investment in science and technology research and development, efforts to promote high-tech achievement commercialization and industrialization, further optimize the production process, improve the control of product quality, to provide more quality products for more consumers, to help more consumers get to enhance quality of life the opportunity." Xu Zhiwei said. 3
(original title: Longliqi by transformation and upgrading of maintaining brand Changqing)
Editor: Xiao Qin
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