Yadewei: Give full play to the cost-effective advantage

Saving costs, focusing on research and development, forging super cost-effective.

The source of cost-effectiveness of Yadewei

From the three aspects of design process, raw material selection and production process, it pays attention to saving, and attaches great importance to research and development.

Do not take creating a brand as the sole purpose, and strive for the right to speak in the process of OEM.

Shenzhen Guanwai, Longwu Industrial Zone. Due to the start of construction of Metro Line 5, the air is filled with choking dust. If it weren't for the occasional young people in blue overalls coming in and out, this industrial area would not look much different from the densely populated residential buildings around it. Yadiwei is located here. Although it is one of the earliest car amplifier manufacturers in China and one of the main suppliers in the global car audio market, the visible assets are only two four-story buildings, and the exterior walls have been blackened and look a bit rundown.

In a training room on the fourth floor that doubles as a reception room, the showcases against the wall are full of prototypes, and the medals with gold bottoms indicate the honors that Adway has won in recent years, including "Automobile National Top Ten Enterprises in Power Amplifier Industry", "China Car Audio Golden String Award" and "China's Car Audio and Video General Evaluation Most Popular Brand", etc.

During the financial crisis, when many export enterprises were operating in a bleak situation, the highest record of this reception room of Aldeway was to receive 5 batches of foreign guests at the same time. In order to catch up with orders, the workshop needs to work overtime from time to time. The salespeople are running at almost full capacity.

"Through more than 10 years of contact, now the customers in this industry basically know us." For Lai Guoyan, who founded Adway, this is a great honor.

The Road to Domestic Power Amplifiers

Lai Guoyan decided to make car power amplifiers entirely by chance. Since leaving his post as a university teacher in 1989, he has been busy in the electronics OEM industry. Until later, a friend brought a foreign customer and wanted to ask his factory to help process the car amplifier.

Lai still remembers his original surprise: "What kind of amplifier is installed on the car? Just listen to it at home and enjoy it. Wouldn't it be noisy to put it in the car?" It was in 1997, when domestic cars were installed Most of them are cassette players. Only high-end cars like Mercedes-Benz and BMW will install CD players, and car amplifiers are unimaginable. Since the modification of the car audio requires the entire chassis to be removed, this is a heart-wrenching thing for domestic car owners who advocate "original". Lai Guoyan concluded that this product has no future.

However, the foreign guest smiled meaningfully and said, "You will find out when you visit the United States." Despite her doubts, Lai Guoyan's car amplifier project was launched in a hurry. The next year, when he arrived in the United States, he understood the meaning of the client's smile. He found that the United States was a country on wheels, and a classmate who worked in New York told him that "enjoyment in the car is important" because the classmate spent three hours a day commuting to and from get off work.

Lai Guoyan began to feel that the future of automotive power amplifiers is promising. In foreign countries, due to the popularity of automobiles, this market is unimaginably large. It is for this reason that in the first few years, Yadewei's products were mainly exported overseas, and Europe and the United States were its main markets.

When Adway became more and more stable in the foreign market, the domestic market was also developing slowly due to the growth of car ownership. In 2003, professional car audio modification shops began to appear in China. Then, there were very few products in the domestic market at that time, and most of them were European, American and Japanese products, and the prices were quite high. Although the main focus is on Europe and the United States, Yadewei has not given up its attention to the domestic market.

By 2007, the domestic automobile industry had achieved great development. All well-known foreign manufacturers had set up joint ventures in China, with sales ranging from high-end to popular products. Yadewei began to pay more and more attention. Chinese market. After the preliminary preparation, thorough investigation and market research, Yadewei established a special domestic market department to sell automotive power amplifier products in the domestic market at a price several times lower than that of foreign brands.

In the past two years, Yadewei has gained a lot in the domestic market. "Aisika Top Ten Power Amplifier Brands" and "Top Ten Most Popular Brands in Domestic Retail Stores" represent the domestic market's recognition of Adway.

The source of super cost-effectiveness

“We don’t do the cheapest things, but we do the most cost-effective things. In the case that the quality is not too far away, our price will be very low ."

In Lai Guoyan's view, the competition among enterprises is price competition after technology and service, especially for industries such as automotive power amplifiers, where the technical threshold is not high. "The quality of the product is determined by three factors, the first is the design, the second is the raw materials, and the third is the production process." And the process of forging super cost-effective also exists in these three links.

“In terms of design, the requirements of customers are often divided into several levels such as high, medium and low. We will design according to different situations and use components of different levels. For example, high-end products have many functions, and the design of the circuit should be more reasonable. ; And the low-end products need to reduce some functions, and the selection of components also needs to use the low-end products."

Due to the cooperation relationship with customers for many years, Adway can sometimes give according to the actual situation. Customers make suggestions. "If the customer's request is unreasonable or difficult to implement, we will tell the truth. Because the design of appearance or function sometimes contradicts the technology, and often affects the cost. The more difficult it is to implement. , the higher the cost, the higher the defective rate. At this time, we will advise the customer to seriously consider whether such a design is really needed." Lai Guoyan believes that the secret of Yadewei's ability to win the customer's trust is that it always tries its best to win the trust of customers. The greatest efforts are made to produce the products that customers need without wasting functionality and materials.

In the selection of raw materials, Adway's practice is to shop around. On the premise of ensuring that the materials are qualified, choose the supplier with the most price advantage. "Manufacturers take economic benefits as the ultimate goal. We have some raw materials such as cartons, welding, etc. that will be recycled. First, it is environmentally friendly, and it also creates a little income for the enterprise. It is possible to reduce a few cents in each link and accumulate it. It is a huge fortune." Lai Guoyan is very proud of his "prescribing".

“From me to the manager of the production department, to every employee on the production line, they are trying to make suggestions and find ways to increase revenue and reduce expenditure.” An example that Lai Guoyan relishes most is the adjustment of the use time of wave soldering . When using wave soldering to solder components, it takes one hour to preheat. At first, after going to work, the staff will turn on the wave soldering and let it preheat, and more than an hour in the middle is wasted like this. Later, a worker proposed to send an employee to turn on the machine one hour before going to work, preheating in advance, and the machine can be in normal operation as soon as he goes to work, thus saving this hour of time. And because of the extra overtime pay for this hour, everyone hopes to be the one who starts the wave soldering.

Many production tools are even created by employees. "When we didn't have these tools before, the efficiency would be much lower. The person in charge of making the tools once gave me a report showing that after we used these self-made tools, the efficiency increased by 30%, even myself I was surprised, which was completely unimaginable before."

Aldeway has great incentives to reward employees for their creativity. "If employees have good suggestions, they can get some rewards after the company adopts them. The amount varies from tens of yuan to hundreds of yuan or even thousands of yuan according to the effect of the suggestions."

In the cost saving At the same time, Yadewei also attaches great importance to technology, and invests 10% of its sales in research and development every year. Communication with customers is also crucial to the improvement of technology. In Adway, the communication between sales staff and customers, as well as between marketing staff and R&D staff is extremely frequent. Once the customer has a request, it will be quickly fed back to the R&D department.

"On the design and appearance, according to the customer's description, some people will draw a sketch for me, we will give our own opinions, and then combine the two to carry out design and production. Any customer's request, some are ahead of schedule. We have to start working on the products of the OEM, because we have advanced awareness to maintain this customer, and when people put forward advanced requirements, we will do it, and it will be too late.”

Technically , Yadewei also has its own advantages. "In addition to analog power amplifiers, we have also developed digital power amplifiers. The digital power amplifiers range from mono, two, four and even five channels. We have covered the whole series, so customers have a choice. There is a wider range here. Why don't you come here?"

The "Made in China" Brand Debate

According to the smile curve, the profits of branding and design are at the upper end of the rise, while the profits of manufacturing are at the bottom. In pursuit of higher profits, domestic companies are moving up the two ends of the smile curve. From manufacturing to creating, from manufacturing to branding, has become a universal trend.

In Lai Guoyan's view, building a brand is by no means an overnight success. "Those big TV manufacturers in China have to OEM for foreign brands, and they can't fully brand their own brands. You can imagine how difficult it is to make a brand." In addition to OEM for European and American countries, in some emerging markets, occasionally You can see the Yadewei brand. "Because it is easier to promote brands to countries with relatively backward economic conditions." In the European and American markets, "it is difficult to develop your own brands, because some of those brands have decades of history, and you have to compete with them. On the one hand, it is difficult, but on the other hand, it is not necessary. We will do OEM and OEM. Why not? We can also walk on two legs. If you have the ability, you can make your own brand. It is also an opportunity. More than 90% of the daily consumer goods in the US market are marked as made in China, but how many are under their own brands?”

Many companies believe that OEM has no future, lacks the right to speak, and is often controlled by others. In Yadewei, this situation is rare, because Yadewei will select customers, "We always choose some high-quality customers who have been with us for a long time, and weed out those who are relatively poor. Some customers say that I owe We will negotiate with them if they meet the company's sales strategy standards, and we will cooperate with them. Smart customers will not only consider the price, but will comprehensively compare them to find suitable products with high cost performance. supplier".

For many customers, Adway means more than a supplier, but a strategic partnership. Long-term cooperation allows each other to better understand each other's characteristics and needs. Such a cooperative relationship cannot be broken by a single price.

Lai Guoyan spoke quite calmly about this year's financial crisis, which has changed the tone of domestic export negotiations. "The so-called crisis is both a crisis and an opportunity. The key is how you deal with it and how to deal with it. During the financial crisis, some customers went bankrupt and some suppliers went bankrupt, which may be an opportunity for me. Because there are failed supplies business, there may be some of his customers lost to Adway, and there may be some quite experienced talent loss. If we can seize the opportunity, we can develop very well."

Artwe is only in China A microcosm of manufacture. In Shenzhen, a major manufacturing city in China, such factories abound.

They don't have astonishing technical content, but they are super cost-effective. They are inconspicuous on the outside, but they are full of vitality on the inside.

We don't make the cheapest things, but we make the most cost-effective things. Under the condition that the quality is not too far apart, our price will be very low.

Market recognition is the source of Lai Guoyan's confidence.

The people on the assembly line not only produce products, but also provide ideas.

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