See how FAW Xichai achieved a breakthrough in upgrading?

“The cultivation of our own intellectual property rights is not just about doing one thing and producing a result. It is about doing one thing and producing a result to truly establish an independent innovation system and the ability to achieve sustainable development. "Qianheng Rong, director of the FAW Wuxi Diesel Engine Factory, said.

In early February, the reporter visited the new FAW Liberation Wuxi Diesel Engine Plant (hereinafter referred to as Xiechai ) heavy-duty diesel engine base in Huishan District, Wuxi City, and saw this world-class manufacturing equipment technology with an area of ​​493 acres and an initial investment of 1.67 billion yuan. The level of the base has been completed and put into production.

This new base is the first major project of FAW Group's “Twelfth Five-Year Plan” and Xichai paid great attention to it. At present, construction has started in the second phase, followed by three phases. The new base is mainly engaged in the production of heavy-duty engines, focusing on products with more than 6DL with independent intellectual property rights.

By the end of 2014, after the completion of the construction and production of the third phase, there will be an annual capacity of 125,000 heavy-duty diesel engines. The annual sales revenue is expected to exceed 10 billion yuan. In particular, after this base is put into production, there will be more than 50 supporting enterprises alone, which will effectively promote the development of a number of auto parts manufacturers.

“ Heavy duty diesel engines are a direction for future development, and they will be a commanding point in the industry in the future. Therefore, whether Xichai will become the ultimate winner in the market lies in the fact that development philosophy must be preceded by others and scientific research and development must be accelerated. In one beat, technical equipment must be superior to others, and only by comprehensively enhancing its own innovation strength can we maintain our leading position in the industry's "first camp" and create a power brand with international influence." Hengrong said.

To achieve "four out"

"Learning, innovation, resistance, self-improvement," this is Xichai's entrepreneurial spirit. And "national brand, high-end power", this is the corporate value of Xichai people.

"Liberation is the root of FAW. FAW is the eldest son of the Republic. Liberation is the cradle of the auto industry. We provide the engine for liberation, and we must take responsibility for the national brand. Where does the high-end come from? High-end reflects our core competitiveness." Xie Chai Party Committee Secretary Cai Zhenfa said.

In recent years, Xichai’s leaders have been far-sighted and have always opened their eyes to the world; they have always known themselves and always look to the market; they have taken great care to keep eyes open to see tomorrow...

Why see the world?

"Now the competition is international competition, not domestic competition. To stand on the international stage and compete with the international competitors than the core competitiveness. Now leading, or leading after 10 years, then this is the question we think about."

Why look at the market?

“Looking at the market depends on what the competitors are doing in the domestic industry. We have more advanced people than others; if others do not, we must first develop.”

Why do you think tomorrow?

"We must not only solve the problem of survival, but more importantly, we must achieve sustainable development. We must plan ahead, face the future, accelerate innovation, and ensure the sustainable, healthy and stable development of our company."

Cai Zhenfa's answer gave reporters a deeper understanding of Xichai.

In fact, in these years, it was precisely with such a sense of crisis and sense of national responsibility that Xichai was struggling to advance and formed a work style of “One shouts to the end, one path to the end, one task to the end”. Especially in the face of Cummins, Deutz, and Perkins, they entered the Chinese market one by one. The Xichai people are unwaveringly and steadfastly doing their own business in a down-to-earth manner. After fierce competition in the market, after creating a deciding market, Send advantage.

In the words of Xu Jianyi, Chairman of the FAW Group Co., Ltd. and Party Secretary, “Xichai has unwaveringly pursued independent innovation and development, and achieved product, talent, process, and mechanism to push the company to a higher level. Level."

Product. Since the start of the development of AWEI engines in 1999, Xichai has firmly established its goal of independent innovation. Since it has successfully developed the "Aowei" engine that has its own intellectual property rights, it has independently developed 13L and 11L machines. Forming Aowei 7L, 8L, 9L, 11L, and 13L heavy-duty engine series, the Xichai country platform has been expanded to six series and the power coverage has become wider, creating a “power supermarket”.

Talented people. Under the premise of insisting on independent innovation, Xichai has adopted a collaborative innovation path for product design and cooperation with Austrian AVL and other projects to cultivate a group of innovative talents. Develop 7.7L, Xichai science and technology personnel participate in the project all the time, study comprehensively; Develop 8.6L, Xichai science and technology personnel do the plan by oneself, ask the international cooperative company to do the assessment, cooperate and finish the performance development; When developing 11L, the personnel of Xichai science and technology all themselves Completed independently, through the implementation of this project, a product development team was created to support the sustainable development of the company.

Out of the process. R&D work is challenging. AVL also has internal division. If you want to challenge, go to the development department and do not want to challenge, you may go to other departments. By learning the development process of AVL and combining the characteristics of the factory, Xichai formulated Xichai's own development process, guided product development, and effectively protected the development and construction of key projects. At present, Xichai has more than 50 core technologies.

Mechanism. Xichai respects knowledge, respects talents, introduces talents, trains talents, makes good use of talents, perfects and establishes new mechanisms and systems for talents, establishes projects for bidding, eliminates transfer mechanisms, sets up innovative funds, and adopts dynamic evaluation of labor effectiveness evaluation. And so on, for the technical staff set up an administrative leadership channel, technology growth channel, professional management channel three growth channels.

“The cultivation of our own intellectual property rights is not just about doing one thing and producing a result. It is about doing one thing and producing a result to truly establish an independent innovation system and the ability to achieve sustainable development. "Qian Hengrong said.

Innovation "Five Platforms"

How does Xichai market-oriented, adapt to the market, and meet the market?

“The key lies in innovation. We have identified breakthroughs in the five major platforms of energy saving and environmental protection, electronic intelligence, safety and comfort, reliability and durability, and material technology in the strategy of technological innovation, which has enabled the company to raise its overall level and increase its vitality for development. Huang Chenghai, assistant manager of Tinwood, said.

Taking energy conservation and environmental protection as an example, in terms of development, Xichai has realized that energy saving is to reduce the fuel consumption of diesel engines. It is an eternal theme that must be met. Environmental protection is to reduce the emission of pollutants from diesel engines. It is environmental protection and sustainable development. Claim.

It is worth mentioning that Xichai's “Aowei” engine has organized research and development around the low R&D, low noise, low noise, high power, and high reliability from the beginning of R&D.

Huang Chenghai introduced that the "Aowei" full range of products use four-valve technology to ensure the adequacy of combustion. Aowei 7.7L Xichai started from Euro 2 and 9L started from Euro III. When Aowei 11L was developed, Xichai started directly from State IV and was ahead of the national emission regulations.

The advanced design concept and strict matching requirements are the effective guarantee for product quality.

The reporter heard that at that time, "Aowei" development, Xichai took the principle of design and process synchronization, fully considered the level of domestic suppliers at that time, and targeted design. As a result, some suppliers consciously carried out technological transformation several times in order to meet the requirements of Aowei and improved the technological level.

Huang Chenghai disclosed that at present, the BDL life of the 6DL is 800,000 kilometers, and the B10 life of the 6DM2 is 1 million kilometers. It will gradually increase to 100-1.5 million kilometers in the future.

Secondly, with the leading engine technology formed in the industry, Xichai has successfully developed dozens of new models that meet the national standards for emissions on natural gas engines, and their performance exceeds that of similar products.

In recent years, Xichai has accelerated the development of new products and accelerated the construction of service networks. At present, more than 1,400 service stations are established in China. "The average service radius of 50 kilometers can meet the service needs of users," said Dong Anguo, assistant to the general manager of Xichai Sales Company.

“We were engaged in Aowei at that time and our goal was to target Cummins, Deutz, and Perkins. Today, we have 11 liters of engines, including those produced by heavy-duty diesel engines, and we are no worse than them.” Hengrong said proudly.

Innovating the "five platforms", Xichai has achieved remarkable results. Among them, Aowe 11-liter engine (6DM) jointly developed with FAW Technology Center not only has complete independent property rights, but also has 3 invention patents and 5 utility model patents; CA6DM diesel engine won the “China Automotive Industry Science and Technology Award” Award, CA6DM2-42E3 diesel engine won the "2010 Green Power Gold Award", "high-quality J6 heavy-duty trucks and heavy-duty diesel engine independent research and development and technological innovation" project won the first prize of the National Science and Technology Progress Award.

In recent years, these advanced technology products of Xichai not only quickly captured the domestic market, but also began to enter the international market. Among them, the "Aowei" engine has so far sold more than 380,000 units.

"Heavy, medium, and light," and both, Xichai entered the "fast lane" of development. Last year, Xichai completed sales of 10.3 billion yuan for the whole year, selling 370,000 diesel engines and achieving a profit of 250 million yuan.

Start "four ventures"

Entering the “Twelfth Five-Year Plan”, Xichai stood at a new starting point and new height with advanced development concepts and planned a grand blueprint for the development of “four ventures”...

Cai Zhenfa told the reporter that FAW Xichai had proposed the “6518” target, that is, by the end of the “Twelfth Five-Year Plan” period, Xichai Diesel's annual sales volume will be as much as 650,000 units, and it will strive to reach 700,000 units; sales revenue will be secured 18 billion yuan, and efforts will be made to reach 20 billion yuan; Realize a profit of 800 million yuan.

In the industry, everyone knows that Xichai is a state-owned old enterprise with a history of nearly 70 years. Compared with Yuchai and Weichai, Xichai only has an engine and does not involve more fields. So, what development objective does Xie Chai rely on to achieve this?

"Because we only have only an engine, so we have a unique advantage. At present, although we rank third in the industry. However, in terms of domestic engine industry, whether it is from technology, products to the market, or per capita labor productivity, etc. On the other hand, we are far ahead in the industry.” Qian Hengrong said with confidence.

In fact, the words of Qian Hengrong are not without basis.

According to one of them, at present, Xichai itself is completely autonomous among several major diesel engine manufacturers in China. They did not engage in joint ventures and cooperation, did not engage in technology introduction, and completely mastered a whole set of processes and methods from the entire product development process. Self development. In the fierce market competition, Xichai has enough "speech right."

According to the second, at present, among the domestic diesel engine manufacturing enterprises, Xichai alone has established a product development platform for product development in the light, medium, and full range, forming W, X, K, F, L, and M. , N seven series, become the domestic engine industry has the largest displacement span, the widest power coverage of the enterprise.

According to the third, at present, in the domestic diesel engine manufacturing enterprises, the nature of Xichai determines that their products are first to support FAW trucks. Moreover, in terms of emissions, China and the country have fully realized their emissions and have the potential of the country.

According to the fourth, Wuxi’s emphasis on advanced manufacturing has also created a better environment for Xichai’s “four ventures”. At present, the new base of heavy-duty diesel engines is a key project of strategic cooperation between FAW Group and the Wuxi Municipal Government. Relying on the policy support from the country to the local governments, Xichai has invested more than RMB 2 billion to expand its layout in addition to the Huishan District of Wuxi City. It will also establish a remanufacturing base in Wuxi National Hi-tech Development Zone.

Obviously, in the new round of competition, Xichai has formed strong technical advantages, product advantages, and market advantages after a long period of competition. It is precisely with sufficient energy that Xichai has proposed to transform the company into a “nation. "Brand, high-end power" is the world's most advanced engine manufacturing base.

Accelerate the "four changes"

Using the engine to drive the sales of the entire vehicle is a request made by FAW to liberate Xiechai. It can also be said that it is one of the strategic ideas of FAW Group.

“Using the engine to drive the sales of the liberation of the whole vehicle, the pressure that this request gives us is indeed great.” Qian Hengrong said.

So, how can Xichai guarantee this?

“Our team has repeatedly discussed and unanimously agreed that Xichai must firmly follow the path of independent development. In particular, over the past few years, we have become more and more confident and self-determined because we are fully aware of the entire product development process. A set of processes and methods. Independent, the most important is the ability to independently develop. Manufacturing is not the most important, because equipment can be bought." Qian Hengrong said.

In 2011, Xie Chai proposed to achieve “four major transformations” through “four ventures”, namely: the transformation of enterprises from learning to innovation; the transformation of technology from following to leading; and the transformation of marketing from product marketing to brand marketing; Management must change from intension management to lean management.

How to achieve "four changes"?

In the eyes of Qian Hengrong, enterprises have changed from a learning style to an innovative one. Optics are not. The most important thing is to realize innovation, and to have innovative products and achievements. Technology must change from following to lead, and Xichai must abandon the idea of ​​chasing people. Something that others have, Xichai can't plagiarize, and it is necessary to find new paths. Only in this way can Xichai make breakthroughs in innovation and creation, and ultimately lead the way; marketing can be transformed from product marketing to brand marketing. In the future, consumers will only buy products if they want to buy products. They don't just recognize products, and the automotive industry is the most obvious. The key to the lack of sales of self-owned brands is that they have not established their own brands; management has to change from content management to lean management. At present, although the management of Xichai is still good in the industry, the gap from lean management is still relatively large. Because, lean management involves every aspect of the company's production and operation must have indicators, must be controlled, according to this standard, there is still a gap in the entire management of Xichai.

In the conference room, Qian Hengrong talked about these things. He sent a message to reporters about such a thing that touched him:

“In the past two years, when I went to Vietnam, I found that none of the motorcycles on the street were Chinese brands. I was almost entirely Japanese. In fact, Vietnam’s streets were full of Chinese motorcycles five or six years ago, but after five or six years, All of them are Japanese motorcycles. Although Japanese motorcycles sell 10,000 and China sells 3,000, Vietnamese are still willing to buy Japanese motorcycles."

"Vietnam youths fall in love with Japanese motorcycles. They feel that they have a face. It is a sign that the Chinese motorcycles must be replaced with Japanese brands. This has greatly affected me."

“We also have exports in Vietnam. After returning, I decided to change our strategy, otherwise our destiny is the same as them. I ask the Vietnamese market we do not pursue the quantity, we must start from the brand. Our Vietnam office hit the report back to say To buy 300,000 cars, I said no, 500,000, this car represents the positioning of the Xichai brand."

“It is much more difficult to make a brand than to make a product. When the market is not in a good position, it is to sell at a reduced price. After the market is good, it is difficult to raise the price. Therefore, in the brand, the first quality is better, and the second is higher in technology. The same car, the market sells for different prices? The key lies in its quality, the level of technical content."

"Actually, for Xichai, truly achieving the "four major changes" is not overnight. Therefore, we have determined that "four ventures" will be 15 years, from 2011 to 2025," said Qian Hengrong.

This is Xichai, a company that is "not unusual" in the eyes of reporters.

When the reporter was close to the end of the interview, a good news came from the sales department of Xichai: The sales of various series of engines of the company in the “winter” period of the economy bucked the trend, especially supporting the CA6DM and CA6DL engines that liberate heavy trucks. The quantity is rising continuously, and the passenger car market has also kept orders. The total amount of the Xichai's monthly production plan has been rapidly increased from the original 32,500 units to 40,000 per month. At the moment, the 6DL cylinder head cylinder line of the CA6DL machining shop quickly resumes the production mode of four shifts and three operations. By implementing precise scheduling, the production line is able to make people stop and stop, to meet the market demand...