Ruan Baofang: The Survival of Crystal Dragon Group

In the summer, the photovoltaic industry is still chilly, and the reduction of PV subsidies in Europe has led to a sharp drop in demand. The United States has taken anti-dumping measures on Chinese PV products exported to the United States, with a tax rate of 31.14%-249.96%. Many domestic PV production companies are in the state of suspending production or cutting bankruptcy. In early July, the reporter walked into the Jinglong Group and saw that they managed to achieve full-load production in a depressed market environment with the help of the internal market-oriented business model and technological superiority in research and development. In the first five months, they realized operating income of 7.159 billion yuan. And successfully developed Japan, the Middle East and other new international markets.

Survival: Implementing internal market management “Now we do not have inventories, and products are in short supply. Just like the 400,000 silicon wafers we just cut out yesterday, we sent them to customers.” Wang Wenjiang, manager of silicon wafer manufacturing, said. The reporter looked through the Ministry’s production record book and saw that personnel and equipment have been operating at full capacity and wafer production has exceeded 10 million pieces for two consecutive months.

In response to the market downturn and increased competition, on April 20 this year, Jinglong Group launched the "Jinlong Group's internal market-oriented business model implementation plan," and implements a complete market for product pricing, material procurement, and product sales throughout the Group. Operation. The supply of all products between various units in the group, including silicon materials, silicon wafers, solar cells, and other major consumables, is based on market pricing. All units sell their products autonomously and assume sole responsibility for their profits and losses. This prompts all units to fine-tune accounts, reduce costs and increase efficiency.

Jingxing Company is a single crystal silicon rod drawing company affiliated to Jinglong Group. Production Minister Li Guangzhe said: “In production, we must first consider the cost and profit, and the monthly targets are decomposed to every day. Every production Each step of the staff, each squad leader in the class will sum up the cost and profit status of the day after the class meeting, and discuss with everyone about what room for improvement.” It is this series of measures that will make the 90-type stove pull The production cost of the 8-inch silicon rod has been reduced from the original maximum of 90 yuan/kg to nearly 77 yuan/kg now, and the first-grade yield has increased by more than 3%.

"The implementation of the "plan" for a month, the company's overall cost has been reduced by 10%." Kuang Baofang, chairman and general manager of Crystal Dragon Group, said with joy.

Innovation: Technology R&D does not stop June 13th to 15th, at the world's largest solar energy industry expo - “International Solar Energy Exhibition 2012” in Munich, Germany, the “Cypress” series newly launched by Jinglong's subsidiary The battery products and the latest component products have attracted many new and old customers. The photoelectric conversion efficiencies of monocrystalline silicon, polysilicon, and quasi-monocrystalline cells have reached 19.5%, 17.8%, and 18.8%, respectively. After mass production, they will be brought to customers. More added value.

"Unfortunate circumstances, other non-production projects must be stuck, and funds used for technological innovation must not be ambiguous," said Yan Baofang firmly. On May 3 this year, Jinao signed a strategic cooperation agreement with the Shanghai Institute of Technical Physics of the Chinese Academy of Sciences and invested heavily in the establishment of a photovoltaic innovation research center. The two parties will develop R&D around the development trend of high-efficiency and low-cost solar cells. By the end of the year, they are expected to develop solar cells with world-leading levels of conversion efficiency of more than 20%.

Relying on its own enterprise technology center, silicon material R&D center, and other four R&D centers, two laboratories, and two postdoctoral workstations, Jinglong has carried out large-scale technical researches and has enabled core technologies such as crystal pulling, slicing, and solar cell photoelectric conversion efficiency. Always living in the industry leading level. Xiao Huang, laboratory staff of the Group Technology Center, told reporters that he participated in the development of N-type single crystal production process. The development of this new technology has invested a total of more than 13 million yuan. Its successful development has enabled Jinglong to have a "killer" for the gaming market. ". According to incomplete statistics, Jinglong completed a total of more than 300 innovations last year and applied for more than 20 national patents, the highest in calendar years. In the first half of this year, there were more than 130 innovative projects.

Brand: to win customers to expand the market "brand is competitive, 'Jinglong' is China's first photovoltaic industry's well-known trademarks, the market is at a low point, the more we must maintain a good brand, promote good brands, use the brand to expand the market." Yan Baofang thinks.

In March of this year, Jinglong Group officially launched the “B/T19001 Quality Management System, GB/T24001 Environmental Management System and GB/T28001 Occupational Health and Safety Management System” three-mark integrated certification work, using the PDCA process cycle management mode, Standardized and systematic management has effectively promoted the development potential of the company.

In the product sales department of Jinglong Group, the reporter met Li Dezhao, the purchasing director of Shandong Linuo Solar Photovoltaic Group. She said: “Jinglong Group has excellent product quality and fair price, and more importantly, Jinglong's brand reputation is trustworthy and trustworthy.” It is with a good reputation and excellent quality, Jinglong's products have become sought-after goods, such as Trina Solar, Artes, LDK and a number of listed companies have established a good strategic cooperative relationship with the Crystal Dragon Group.

On June 1, Jingao set up a new international market for the Middle East and Africa. “The Middle East and Africa region is the fourth international sales team established by Jingao after the European Region, Asia Pacific Region and the Americas Region, which will contribute to the further improvement of the global market layout and sales structure of the Jinao Group and also sounded the The company entered the horn of emerging markets in the Middle East, Africa and other emerging markets,” said the company’s head of staff. Currently, Jinao has not only signed a component supply contract with Iran's largest renewable energy company FaranSolar, but also established ties with 20 companies including Saudi Arabia’s largest oil exporter Saudiaram.

According to Pacific Epoch survey data from a third-party authority, Jinao's market share in Japan has ranked among the top three in 2012. The reporter also learned that in the face of complex situations, the company also acquired production equipment with an annual output of 75MW solar cells from Calisolar, California.

The situation of the photovoltaic market this year is not optimistic. The industry reshuffle is still underway. The market competition is very fierce. Most companies are in a dead-end situation. "Now the competition is the competition of the strong, and the fight is a spirit and a passion." In the interview with Jinglong, the words of Chairman and General Manager Yan Baofang were refreshing and refreshing.

Faced with the predicament, Jinglong people did not withdraw, but proposed to use “passion” to do a good job of various tasks, to stimulate the passion of all units, departments, staff at all levels, use passion to solve problems, and use passion to gather strength. The reporter understands that this passion is the spirit of innovation, the spirit of progress, and the spirit of catching up. Thus, with the birth of another new technology, one after another new market development. This kind of passion that never quits is the cornerstone of an unbeaten company.

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