Breaking the Red Sea Dilemma and Exploiting Blue Ocean Business Opportunities-Gaoming's traditional industries adjust their strategic thinking and seek new business opportunities by leveraging on industry, academia, and research

Release Time：May，08，2014  VIEW:3258

The "Red Sea Strategy" refers to competition in the existing market space, which is a price reduction competition in price or in sales promotion. The "Blue Ocean Strategy" is to create a market space that no one is competing for, transcend the scope of competitive thinking, and create new market demands and new market space.

The concepts of "Red Ocean Strategy" and "Blue Ocean Strategy" were first proposed by Professor W. Qian Jin and Professor René Mobonne of the European Business School in their co-authored book "Blue Ocean Strategy". From the red ocean strategy to the blue ocean strategy, the company's perspective has changed from a positioning choice under a given structure to a change in the market structure.

In recent years, with the rapid changes in the domestic and international economic situation and fierce market competition, the transformation and upgrading of enterprises in various regions has become extremely urgent. Some economic experts have pointed out that getting out of the red sea dilemma and creating blue ocean business opportunities is a wise strategy for enterprise transformation. The reporter recently visited Gaoming companies and found that many traditional industries have started to look for blue ocean strategies in the Red Ocean to seek new development opportunities.

Strategic adjustment

The new trend of Gaoming's industrial transformation

"High-tech traditional industries and large-scale emerging industries" are the main strategic ideas for seeking industrial transformation and upgrading and enhancing regional value in recent years. Focusing on this important strategic adjustment, the high-tech zone uses the industrial chain to attract investment and encourage enterprises to increase capital and expand production into the industry. A series of measures such as downstream extension of the chain and cultivating new industries continue to introduce new ones, injecting new blood into the industrial transformation.

Gaoming's strategic deployment is trying to push the industries in the region to break out of the "Red Sea" and find the "Blue Sea". Following the pace of the government, many companies are also in the process of transformation and upgrading, focusing their strategic vision on the development of new areas and looking for broader development space.

The summary of the investment promotion situation of the District Bureau of Economics and Science in the first quarter of this year shows that Kewei Optoelectronics plans to invest 1 billion yuan to increase capital and expand production, and is committed to promoting the large-scale production of the latest research and development of ultraviolet lamps and air disinfection and purification products; Gundam Heavy Industries also invested A three-phase investment of about 100 million yuan is planned to produce new special-purpose automobile production lines for environmental protection, construction, road transportation, port handling and other industries; Fenglin Glaze is currently stepping up the construction of the company’s production workshop to ensure that the newly developed ceramic spray Ink will be mass-produced during the year...

Each new adjustment of industrial development policies and new enterprise strategic development new projects have become the new vane of Gaoming's industrial transformation. Insiders predict that they will become a new growth pole for the development of Gaoming's industry in the future.

Leverage production, education and research to open up new market space

"In August last year, construction of the ceramic inkjet ink production workshop began, and the production equipment is basically in place. It is expected that Fenglin ceramic inkjet ink will be officially launched at the Guangzhou International Ceramics Industry Exhibition in May." Yesterday, Fenglin Glaze Sales Director Wu Jitang said. Fenglin Glaze is a brilliant enterprise specializing in the research and development, production, sales and technical services of ceramic chemical color and glaze. It has a strong technical foundation and market reputation in the production of glaze color blocks.

In recent years, the utilization rate of domestic printers in the domestic market has continued to increase, which has spawned a new demand for domestic inkjet inks. In order to gain a share of the new market trends in the industry, in 2012, the company and Gaoming (Chinese Academy of Sciences) New Materials Professional Center (Chinese Academy of Sciences Institute of Process Engineering) launched a production-university-research cooperation project, dedicated to the development of ceramic inkjet ink production. Wu Jitang said that the joint development of ceramic inkjet inks with the Chinese Academy of Sciences is one of the company's important strategies for its transformation and development.

On December 15th last year, Covey Optoelectronics Co., Ltd. unveiled its "Ultraviolet High-efficiency Disinfection and Public Health Safety Product Joint R&D Platform" and released the "Covey Air No. 1" air disinfection purifier, which attracted great attention from the society.

In recent years, there have been frequent haze weather in China, and the market demand for air disinfection purifiers has increased sharply. Aiming at this huge business opportunity, Kewei Optoelectronics, based on the original advanced optoelectronic technology, joined forces with Academician Zhong Nanshan, Guangzhou Institute of Respiratory Diseases and other scientific research institutions to develop high-efficiency, high-quality ultraviolet disinfection products, and to the air disinfection and purifier market. March.

As a post-developing area in the Pearl River Delta, Gaoming has extremely scarce innovation resources such as colleges and universities, scientific research institutes, etc. However, enterprises have developed new products and new processes through the development of industry-university-research cooperation and leveraging the intellectual resources of domestic experts to develop new products and new processes. An important way out for transformation and finding new business opportunities.

The blue ocean has unlimited business opportunities

Enterprises vying to be "trends"

He Zhiming, chairman of Covey Optoelectronics, analyzed that the development prospects of ultraviolet lighting anti-virus products are very good. At present, environmental pollution is very serious. Air disinfection and water disinfection are inseparable from ultraviolet anti-virus, and the company's capital increase and production expansion project is exactly The production of a series of products is launched around the ultraviolet efficient disinfection.

According to reports, Covey Optoelectronics has a leading level in the research and development capabilities of luminescent materials and ultraviolet lamps at home and abroad. Among them, the sterilization efficiency of the "Covey Air No. 1" air anti-virus purifier is as high as 99.9%, and most of them are sterilized. The effect has been tested by Guangdong Microbiological Analysis and Testing Center.

"The first phase of the project will start within 3 months, and it is expected to be put into operation (trial) production in the middle of next year." He Zhiming confidently told reporters, "According to the company's current technology R&D and production capabilities, the capital increase and production expansion project is expected to be in 2017. To achieve a total annual sales of 300 million yuan, in the next 5 to 10 years, I hope to reach a sales of 10 billion yuan."

At present, Kewei Optoelectronics is still cooperating with the Chinese Preventive Medicine Association, Tsinghua University and other expert teams who are good at air and water disinfection to carry out more research on light source antivirus technology. He Zhiming also revealed that the company is also planning to carry out research on air disinfection and purification technology and related product development in special places such as rescue vehicles and operating rooms, with the aim of exploring more business opportunities in the blue sea of air disinfection and purification.

"The opportunity for Fenglin to develop ceramic inks is that inkjet printing technology is widely used in ceramic production. Inkjet printers are fully localized, and the localization of inks is becoming an inevitable trend." Fenglin Glaze Management Manager Yu Weidong said. Domestic ceramic ink is still a hot treasure. After the first echelon Dao, Myris Botao, and Baihua, Yongkun, Sanrui, Xintao and Fenglin in the second echelon are closely following and speeding up the pace of research and development. . "Although we have not grabbed the first-tier market, we will insist on winning the market with high quality." Yu Weidong said.

Hu Zhudong, a Ph.D. from the Institute of Process Engineering of the Chinese Academy of Sciences, who is responsible for the research and development of the Fenglin ceramic ink production, education and research project, said that at present, the small and pilot tests of Fenglin ceramic inkjet inks have been successfully completed, the plant has been built, and the production line equipment is being equipped, which will be realized within the year. Large-scale production.

Hu Zhudong said, "The shelf life of imported ink is generally 3 to 6 months, while the shelf life of the ink we developed can reach up to 8 months."

Fenglin Glaze Sales Director Wu Jitang revealed that at the upcoming Guangzhou Ceramics Industry Exhibition this month, the company will officially promote Fenglin ceramic inkjet inks. After completion, the ceramic ink production line will be designed with a maximum production capacity of 100 per month. Tons of ceramic ink.

Planning/Foshan Daily reporter Liu Xianjin
Writer/Foshan Daily reporter Wei Wenyi Intern Xie Weijun
Photographer/Foshan Daily reporter Li Hanyan