Large-scale documentary 《Material of a Great Nation》focuses on experts, entrepreneurs, scientists and even ordinary material people struggling in the front line of the new materials industry in China, and tells the story of Made in China in the new era of "a generation of materials, equipment and industry" with a new perspective.
It is the first science documentary on materials industry in China. By recording the pillars of the nation and the pioneering spirit of the materials industry, it recreates the arduous journey behind the development of China's new materials industry from a difficult start to catching up with the world's advanced level and achieving great national material.
The 9-storey building, which covers an area of 19,334 square meters, is the property of Dongguan Huali Industry Co.
Songshan Lake Hi-Tech Industrial Development Zone is a provincial-level hi-tech industrial development zone, which has become a leader in the development of hi-tech industries. A number of well-known enterprises such as Huawei and Huali are gathered here. Looking out of the window of the 9th floor exhibition hall of Huifu Center, Huawei R & D building is clearly visible!
Huali, China's first listed company in edging, and one of the largest furniture decorative edging production bases in Asia, specializes in the research and development, design, production and sales of decorative composites.In 2018, the company's operating income was 750 million yuan, more than 20 times the revenue of its general peers.
"At present, Huali is developing and producing American plywood." Huali's vice president Xie Zhikun told "Big Country Material" that if it can successfully develop and form mass production, Huali will be ahead of the ancestors of Canada, Italy and other plywood R&D and production, leveraging China's independent R&D and production market, and become the world's leading enterprise in this field.
The interview took place in the 3,000-square-meter showroom on the 9th floor of the Provident Center. Not far from Xie Zhikun's right hand was a neat pile of samples, including the company's newly developed plywood.
17 years ago, just turned thirty-two years old, Xie Zhikun is already a deputy to the National People's Congress of Dongguan City, Dongguan City Water Co. At the time of career advancement, he resigned from his job in a state-owned enterprise and was invited by Tan Hongru, the founder of Huali shares, to join this "small company" that was established only 7 years ago.
Many of my friends were puzzled by the choice of Xie Zhikun.
"Actually no, I was earning a decent income at my old employer, but it was too stable. Tan described the company's prospects to me, and I immediately decided to come over after serious consideration." At that time, he stayed in the system for a long time to take the olive branch extended by Tan Hongru, out of the comfort zone, to meet new challenges.
In the nearly two-hour interview, Xie Zhikun repeatedly mentioned the relationship between tradition and innovation. In his view, there is no sunset industry, only the sunset enterprise.
Similar to the growth experience of most Chinese enterprises, Huali has also experienced the brutal growth period when it first discovered business opportunities, the standard adjustment period when it optimized its business model, the period when it built a differentiated capability system to make it stronger and bigger, and the period when it acquired a weaker competitor to go farther.
In 1995, in Changping Town, Dongguan, the first domestic production of paper-plastic edging products company - Huali shares were born.
At the end of the 1990s, with the rapid development of the household industry in the Pearl River Delta, the production of paper-plastic edging products related to the industry is rising rapidly. The business of Huali shares can be described as "fiery" because the industry entered was previously unexplored virgin land. "The factory worked overtime every day, and now I see that what was made at that time was very rough, but it was sold very expensive and the profit was good."
At that time, Huali's R & D relied on "experience", R & D staff even had a fashionable name: "master". "The master knows how to make it, but he can't tell the principle. He knows how to operate the equipment, but he doesn't know which formula to adjust for changing performance." Xie Zhikun compared the then Huali shares to a small child, "very energetic, jumping all day long, growing fast, but into adolescence there are a lot of problems, problems to solve, solve the future is still very bright."
"Still impressed to this day, under the premise that the original team lacked management talent, the company 'poured' a good performance. After a round of rough development, the founder, Tan, believes that he can no longer do 'peasant-style' business, to manage, to standardize technology, to refine." Xie Zhikun said to The Big Country's Material.
At the same time, there were some competitors in the industry that were not weak in terms of power and posture. It was urgent to find a leader who was knowledgeable in management and technology.
Against the above background, Xie Zhikun joined Huali in 2002, when the company had already earned its first bucket of gold and became a leader in the industry.
As Feng Lun repeatedly said in his book "Wild Growth": "If the environment changes and people stay the same, they will die quickly. "The same principle can be applied to enterprises.
The market is changing rapidly, and the era of wild growth is coming to an end. If you want to stand out and grow into a great enterprise, you need to learn self-management, adapt to market changes, and focus on the long-term accumulation of things, and keep the righteousness of the surprising.
During the period of optimizing the business model and standardizing and adjusting the business, Huali experienced firsthand the competition from external companies. "At that time, our technology was imitating German technology, while during the same period, an enterprise directly introduced the whole set of equipment, technology and raw materials from Germany. The quality of our products was not as good as that company, and we were under great pressure," Xie Zhikun explained.
In order to improve its competitiveness, Huali has made technological improvements to be more flexible and adaptable to domestic small-volume order production. Another company's technology is more suitable for large-scale standardized production, which does not match the actual domestic production of paper-plastic edging products, and was eventually eliminated after a few years. "Because the color of the edging products to match its production chain, what color of edging suitable for what color of furniture, is delicate, depending on take or not. It's hard for that company to survive if it ignores such a problem."
After the period when R & D relied on experience, Huali has established its own experimental and technical center, which has left a deep mark in the packaging industry.
In 2008, the company was awarded the title of National High-Tech Enterprise; in 2010, Huali Material Science Laboratory passed CNAS certification; in 2013, Huali took the lead in formulating the industry standard for furniture edging products in China (QB/T4463-2013), and established a postdoctoral workstation. At present, Huali's annual investment in research and development accounts for 3%-4% of its revenue.
Up to now, a number of Huali's scientific and technological innovation projects have been awarded or recognized by provincial and ministerial departments, among which, the project of "wood-based panel surface decoration technology - research on the production process of pre-painted decorative paper" won the second prize of the National Ministry of Education for Science and Technology Progress; the project of "the preparation of new environmentally friendly PVC wood-like decorative sheet and its application in board furniture" won the national torch project.
There are no sunset industries, only sunset companies.
From a "migrant worker" enterprise to an industry leader with annual revenue of 750 million yuan, Xie Zhikun believes that Huali's advantage lies not only in seizing the first opportunity and occupying the high ground, but also in the company itself has a complete set of R & D system. "In addition, because this industry has obvious regional characteristics, we have production bases in places where our customers are concentrated, which is something other counterparts can't do. ”
On January 16, 2017, Huali held a listing ceremony in the Shanghai Stock Exchange, successfully listed on the main board and landed on the capital market.
From the perspective of industry chain structure, the decoration industry is closely related to the real estate market. Huali stock has landed on the capital market and accelerated its layout in the whole country, which is also the "vent" where the industry's opportunities are converted.
Huali has set up branches and subsidiaries in Sichuan, Beijing, Zhejiang and Tianjin. At present, Huali has established production bases in the Pearl River Delta region, Chengdu-Chongqing economic circle, Bohai Rim region and Yangtze River Delta region as the main target markets, with an annual production capacity of more than 1 billion meters, forming a strategic layout of domestic business of "close to the market and serving the needs".
湖北黄冈生产基地
According to Xie Zhikun, Huali is currently building two production bases in Wuhan Huanggang and Guangdong Foshan. "The Huanggang one has already started construction, and the Foshan one hasn't started yet. When these two bases are completed, our capacity will be released and the radius of serving customers will be reduced."
It can be said that through the construction of the above-mentioned projects, Huali's production layout in the whole China market will be more complete, and the production in each region will be closer to the local customers' demand, which will further improve the company's quick response ability.
In Xie Zhikun's view, while Huali shares the dividends of the real estate market, Huali is also continuing to strengthen its core competitiveness in technology and product research and development, as well as the quick response ability of personalized service, and strengthening the exploration and fine plowing of domestic and overseas markets.
华立股份东莞厂区图
When it comes to understanding great companies, Xie Zhikun believes that great companies have various models, but the most basic one is longevity. "Focusing on one thing and being able to do it for 200 years, that's called greatness."
