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Cumulative production and sales of nearly 6 million vehicles, and all of their own brands, this is the two transcripts of the 17 transformation of Foton Motor. After undergoing two transformations and realizing China's commercial vehicle sales volume first and world commercial vehicle sales first stage goals, Foton Motor is implementing a third transformation by defining the 2020 strategy. This time, Foton Motors no longer pursues pure quantity first. Its goal is to become the leader of world-class brands and commercial vehicles in ten years.
Innovation pushes transformation
In fact, the expansion of Foton’s scale has not been smooth. As a car manufacturer with only 17 years of experience, Foton Motor Co., Ltd. encountered the embarrassment faced by latecomers in the early days. In the face of innovation dilemma, it has forced the historic transformation of Foton Automotive's innovative ideas, innovation methods, and innovation patterns. Through continuous exploration, Foton Motor gradually explored and constructed a set of enterprise innovation systems with Chinese characteristics, and the system competitiveness formed by “multi-dimensional innovation†has also become the company’s core competitiveness.
Foton Motor has established a “six in one†R&D system, implements “integrated knowledge chain innovationâ€, takes “world standard mid-range products†as the yardstick, benchmarks and absorbs product development systems of international advanced companies, and strives to put products on the market. Consistent on the cycle, and innovate on specific operating modes, so that newly developed products must achieve world-class performance and reliability. Under the innovation of the system, Foton Motor currently has a complete new energy automotive product system covering 15 trucks, passenger cars, and utility vehicles in seven areas, including 15 platforms and more than 40 models. It has become the largest-selling, commercialized and highly-productive product. The company that actually puts it into use.
However, Foton Motor did not meet the current status of domestic commercial vehicle sales, and after achieving the second phase of the target, its next goal has already been on the world stage. In order to gain a firm foothold in overseas markets, only the third transition will be implemented.
Seeking the fulcrum of globalization
In the view of Foton Motor, Foton Motors saw hopes of fighting against European and American brands in overseas markets with new strategic opportunities in the world auto market, growth in emerging markets, and the rise of low-end and mid-range products. In order to achieve the third transformation goal in 2020, Futian has formulated a package of subsystem plans.
In addition to the common quantitative target, the reporter was informed that Foton Motor also proposed five major transformation tasks: the transformation of low-end products from commercial vehicles to high-end products; the extension of gold value chain business; the transformation of investment products into consumer products; and the domestic business abroad. Business transformation; manufacturing transformation to service industry.
Foton Motor hopes to provide richer, more cost-effective products to the global market by promoting transformation, and further strengthen its competitiveness in overseas markets. While consolidating the domestic market, Foton Motors also made clear its path to overseas markets. According to its “5+3+1 strategyâ€, the first industrialization of India and Russia will be mainly promoted in 2011-2015, and will be replicated in key countries such as Brazil, Indonesia and Mexico in 2016 to achieve industrialization.
Crack the brand puzzle
Going out requires not only product support, but also brand support. Previously, many domestic independent brands opened up overseas markets. Although sales volume has improved, due to its main production of low-end products, brand weakness has not been able to form world-class enterprise development capabilities. In this regard, Foton Motor has a sober understanding. “Domestic cars have to go global, or they must stand on the high starting point of internationalization. With the shoulders of the auto giants, build a world-class business portfolio.†Zhao Jingguang, deputy secretary of the Foton Motor Party Committee and spokesman for the press, said that brands not only need time to settle, More need to create with innovative spirit.
This reporter learned that Foton Motors and the world's auto giants Daimler and Cummins form a solid strategic alliance, which occupies the two commanding heights of heavy vehicles and light engines, technology upgrades, global network deployment. In addition, Foton Motor has greatly expanded its brand influence through the use of sporting event marketing brands.
It is worth noting that Auman, Tuo Lu, Fu Tian Ou Hui and other products have become "China Southern and Northern Expeditionary Station construction designated car", "China Southern and Northern Expedition special pickup", "China Southern and Northern Expedition members dedicated "Vehicles" provided special vehicles for the 30th expedition to the Antarctic of the Chinese scientific expedition team and participated in the construction of the new Antarctic examination station. The selection of the "polar hero" mechanics in the Antarctic expedition to assist the Futian Automobile not only proved the quality of Foton Motor, but also demonstrated the superior technical level and comprehensive quality of its industrial workers.
For industry observers, the first world-class brand of Chinese self-owned brand auto companies is most likely to be born in a commercial vehicle company. Fukuda Automobile, which ranks first in global sales of commercial vehicles and the first brand of commercial vehicles in China, is precisely one of the most competitive companies in the commercial vehicle industry.