"Redfir group" is a Chinese knot shape designed for Ningbo Metro Line 2. (Photo courtesy of the interview unit)
"Last month, the Metro Line 1 that we participated in construction in Urumqi has started smoothly, and is now making a 'Snow Lotus' shape for the personalized design of the subway line." Yesterday (August 23), Ningbo Redwood High-tech Board Zheng Yu, general manager of the Industry Co., Ltd., told reporters that this year's performance reached a new record, and sales in the first half of the year increased by 30% year-on-year.
Ten years ago, Ningbo Redfir group was also a OEM. Ten years later, the company has become a well-known brand in the field of "iron public jets" (subway, public buildings, airports). "Ningbo Redfir group" is a microcosm of the transformation and upgrading of enterprises, and also a model of second-generation inheritance and innovation.
Peace of mind, innovation paves the way for upgrading
The global financial crisis that broke out in 2008 changed the original development trajectory of Ningbo Redfir group.
Previously, "Ningbo Redfir group" was a purely export-oriented enterprise, with more than 95% of its products exported to overseas. "Doing OEM for foreign companies not only has a small profit margin, but also has no initiative. After the financial crisis broke out, we encountered a bottleneck in development." Jiang Yunfang, the company's chairman, recalled.
Transformation is imminent. With the belief of "taking small steps and not stopping", "Redfir" began to embark on the road of innovation. Given the favorable opportunity of increasing domestic demand, the company began to establish the Ministry of Internal Trade to fully enter the domestic market and strive to cultivate new economic growth points.
How to build a core product is the first stop of the "Ningbo Redfir group" innovation road. "Previously, our main product was aluminum-plastic panels, which are common 'big goods' in the industry. They have low technical content, fierce competition and thin profits." Jiang Yunfang said.
To this end, "Ningbo Redfir group" has invested 30 million yuan in technical reforms, introduced advanced equipment from Germany, imported professional talents from Tongji University, and cooperated with the Green Energy Center to explore new environmental protection materials. The product has gradually moved from a single ordinary aluminum-plastic plate to a series of aluminum plates for fire protection, energy saving, environmental protection, sterilization, etc., and has more than 70 patents.
In order to speed up the research and development of new products, "Ningbo Redfir group" set up a research institute, set up a research and development team composed of 12 doctors, aiming at the forefront of the industry and devoting itself to research and development. In 2012, the company successfully developed its own fist product-porcelain aluminum plate. "The safety features such as strong fire resistance and high scratch resistance are the advantages of porcelain aluminum plates, and also make us stand out in the competition." Zheng Yu said.
In September 2012, "Ningbo Redfir group" entered the subway field for the first time, winning the bid for Ningbo Rail Transit Line 1 and becoming the supplier of all-line aluminum control materials porcelain porcelain plates for Line 1. Subsequently, the company won bids for Fuzhou Metro Line 1, Hangzhou Metro Lines 2 and 4, Ningbo Metro Line 2, Qingdao Metro Line 3, Nanjing Metro Line 10, and Nanjing Ningtian Intercity Railway.
Persist in ingenuity, standards lead to lay a solid foundation
In the marketing world, there is such a saying: "The third-tier enterprises make products, the second-tier enterprises make brands, and the first-class enterprises make standards."
In recent years, "Ningbo Redfir group" has exerted its own advantages in technology and R & D, and strives to be a leader in industry standards. The company's editor-in-chief drafted two national standards, "Porcelain Aluminium Plates for Architectural Decoration" and "Aluminum Corrugated Core Composite Aluminum Plates", participated in the compilation of 26 national and industry standards, and made significant contributions to the development of the building decoration industry.
On the other hand, "Ningbo Redfir group" strives to build its own brand. "Brand is the core competitiveness of enterprise development. With an independent brand, you can take the initiative and pricing power in your own hands, and at the same time increase the added value of the product." Zheng Yu said that the company has obtained "Chinese building decoration A series of honors such as the well-known quality brand of materials, "Top Ten Recommended Brands of Chinese Designers".
From the Dubai Tower, the world's tallest building in the UAE, to Saudi Riyadh International Airport, Thailand's Bangkok International Airport, and Singapore's Nanyang Technological University, there are many landmarks around the world with the brand of "Ningbo Redfir group". In his hometown of Ningbo, in addition to the subway, the world's tallest building, the Global Shipping Plaza, the Ningbo Port Museum and other key projects also use "Ningbo Redfir group" products.
"Brand construction is a long and arduous road from recommending products to the door to inviting bids from local owners, but it is also the only way for the sustainable development of enterprises." Zheng Yu said. At the Rail Transit Industry Standards Conference, "Ningbo Redfir group" was recognized by the Chief Engineer of Beijing Rail Transit. "Ingenuity comes from perseverance, and innovation depends on the market needs to change at any time. Ingenuity and innovation should complement each other." Zheng Yu said.
Production without borders, transition to solution provider
In the good situation of aluminum plate sales, "Ningbo Redfir group" has set its sights on the field of installation and material development. At present, the company has established enterprises such as Redfir Technology New Materials and Redfir Energy Research Institute.
"It is not enough to have core products. We must try to open up the entire industrial chain." After taking over the management baton from his mother, Zheng Yu began to take control of "New Redfir" with new thinking and new ideas, and determined "Extending the smile curve, The three transformation directions of “Borderless Production and Solution Solution” will deepen the potential of the industry.
One side is design and development, and the other side is marketing services. The customized design of "Culture +" has added new wings to "Redfir". "The construction of subway, airport and other projects is a window to show the cultural image of the city. We hope to integrate cultural and creative elements into it and shape the beauty of the city's art." Zheng Yu told reporters that with its brilliant design, Ningbo Rail Transit Line 1 Gulou Station won the honorable mention of China Building Decoration Association.
Borderless production is another direction for the transformation of "Redfir". In order to break the production boundaries of related products and lengthen product production lines, the company invested 30 million yuan to introduce foreign equipment and automated production lines to create a "optional supermarket" in the field of high-end building materials. At present, the company's products have entered Indonesia, Singapore and other countries along the “Belt and Road”, and about 70% of subways under construction nationwide use redwood porcelain plates.
Take small steps without stopping. "The road to innovation is endless. We will actively respond to the country's" Belt and Road "initiative and use Ningbo's first-mover advantage as a" Made in China 2025 "pilot model city to provide decoration solutions for iconic architectural projects around the world. Means.
Source: Ningbo Daily