Rebirth 2008: I Can Make Money Reading

Chapter 224 Sales and Production Plan of the Second Guarantee Welding Machine: 300,000 Units! (seeking a monthly ticket)

May 18th.

At ten o'clock in the morning, Xinghai Group held a production and sales planning meeting for the second-warranty welding machine.

The participants included Mu Yang, Yang Hai who had just returned from a business trip, Zhou Chen, Zhang Xiaofeng, Fei Fei, the manager of the second welding machine project team of the technical department, Ye Wuchen, the marketing director, Kuang Yinghua, the production manager, Zeng Guangsen, the deputy manager, and the second welding welding machine. Two experts of the machine project team.

There were not many participants, so everyone was held in a small meeting room, and the meeting was chaired by Yang Hai.

Yang Hai opened the PPT, and after seeing all the people, he began to talk: "Secondary welding machine is a key project of our company. After a recent market research, let me talk about the market situation first."

Yang Hai opened the second page of the PPT and continued, "According to the authoritative data in 2009 last year, the first echelon manufacturers of second-tier welding machines in the world mainly include LINCOLN (Lincoln), EASB (ESAB), Kemppi (Kenby), etc. Occupying the high-end market, in our country, mainly Lincoln and ESAB welding machines, their welding machines are extremely expensive, and the market price of the standard 500A model is 50,000 to 60,000 yuan. Our standard model adds some functions and operation screens, which can be compared with They compete.

The second echelon manufacturers include Panasonic, OTC, etc., occupying the middle and high-end market, and the market price of the standard 500A model is 20,000 to 30,000 yuan.

The third echelon manufacturers, Sino-foreign joint ventures TAYOR and KENDE, domestic Hugong, Aotai, Ruiling, and Times, occupy the domestic low-end market and are also the largest market. Standard 500A models range in price from three thousand to seven thousand yuan. "

"Second-guaranteed welding machines have three major markets, manual welding, welding machines and arc welding robots;

Manual welding is the largest market, with a market share of 15 billion yuan in my country, and mid-to-high-end brands account for about a quarter;

Welding machines are the second largest market, with a market share of about 5 billion yuan in my country, most of which use mid-to-high-end brand welding machines;

The market for arc welding robots is small. Last year, the market capacity of arc welding robots in my country was about 8 billion yuan. Secondary welding machines are only a part of robots. Its market share is about 1.5 billion yuan, and most of the market share is occupied by OTC. It is more difficult for us to chew on the meat in the arc welding robot market. "

"Let me talk about the situation of some manufacturers. According to the data provided by Director Ye of the marketing department, last year, Tangshan Panasonic produced 50,000 second-guarantee welding machines, with a revenue of about 1.5 billion yuan; Welding machine market share is about 15%.”

Yang Hai paused, wanted to drink water, and continued,

"In summary, I have concluded that our first goal should be the manual welding market. The mid-to-high-end market is about 4.5 billion yuan, which is about 200,000 units. Our welding machines have a great price advantage. Well, I think it's going to take a large share.

Similarly, because the selling price of our welding machines is very low, it may have a great impact on low-end brands. Last year, the market share was about 10.5 billion yuan, which was about 2 million units. It is 200,000 units.

In the manual welding market, our sales target is 250,000 sets of secondary welding machines.

Welding machine market is to compete with foreign brands, about 200,000 units. The main competitors are Lincoln, ESAB, OTC and Panasonic. It is not bad that we can take a fifth of it.

Arc welding robots are not easy to compete with because they sell a lot of accessories. It would be good if they can sell thousands of units, but selling them together with robots will also make a high profit, so I suggest not to give up.

In general, our annual sales plan is 300,000 sets of second-guarantee welding machines.

Of course, this is an ideal situation. Our second-warranty welding machine is not even well-known, but I believe that the price advantage, the product is good, and we have established a sales channel for welding equipment. We will use the method of trial before payment , First stir up word-of-mouth and then adjust the strategy. It is sure to sell 300,000 units a year. "

Everyone was a little excited to hear that 300,000 units could be sold in China alone. It is estimated that the annual output value can reach more than 4 billion yuan, and the group has another cornucopia.

Yang Hai talked about this sales plan mainly for the production department to make preparations for the production department. The production plan is formulated according to the sales plan and the actual order situation.

If the production department can only produce a few thousand units of equipment a month, but the order has tens of thousands of units, it is impossible for the production department to reach the production capacity of tens of thousands of units in a short period of time.

Product sales planning and production management should be connected with each other, which can not only meet market demand, ensure that customer orders are fulfilled as required, but also enable the production system to proceed in an orderly and planned manner.

Therefore, the company formulates a suitable production plan according to the sales plan, and then recruits enough employees to match enough production lines, workshops, etc.

If the annual production plan is 300,000 units, based on the total man-hours for the production of a single welding machine, it will require about three or four hundred workers, and the total number of employees is about 500.

Zhou Chen asked: "Mr. Yang, what about our overseas market, what's the sales plan? This market has quite a share."

"What the boss means is to keep a foothold in the country and look at the world." Yang Hai smiled, "Mr. Zhou, my calculation just now is relatively conservative. After all, our second-warranty welding machines are cheaper than foreigners'. 300,000 units is just a conservative figure, but there are also May be too ideal.

Based on the annual planned production of 300,000 units, given the company's current production capacity, it is impossible to produce 25,000 units per month, right? "

"Mr. Zhou, how long does it take for you to estimate that the monthly production capacity will reach 25,000 units?" Mu Yang asked.

Zhou Chen had estimated it early, and answered directly: "It will take half a year to reach this production capacity, and the new factory building at the headquarters base has already been built.

We will start mass production in two days. At present, there is only one production line, which can produce 5,000 sets of secondary welding machines a month, but there are not enough employees, and we are still urgently recruiting workers. We are running in the early stage. I estimate that the output of 4,000 sets can be completed in June. That's fine. "

After Mu Yang listened, he pondered for a while, and realized what Zhou Chen said made sense.

Production capacity is not raised overnight. Problems such as recruitment, training, running-in, insufficient equipment, insufficient space, insufficient tooling and fixtures, and quality problems continue to arise.

If the planned monthly output of Erbao welding machines reaches 25,000 units, then five production lines are needed, but only one production line has been prepared so far.

Moreover, the 30-acre factory leased by Zhou Chen can only accommodate 3 production lines.

Zhou Chen also wanted to rent a larger factory building, but there were none around!

Most of the vacant factories that can be leased are a few acres to more than ten acres, and there are very few vacant factories that exceed 20 acres. It is not easy for Zhou Chen to find a vacant factory in the surrounding area.

It is not suitable to run too far to lease factory buildings, and management is too difficult.

Zhou Chen's plan is that within four to five months, it would be nice to be able to guarantee the smooth production of the three production lines.

As for the headquarters base, the fast-constructed factory buildings should be put into use in five months, and there is no need to rent other people's factories. This arrangement is more reasonable.

Taking advantage of this meeting, Zhou Chen explained the general situation to everyone.

"If we can produce 4,000 second-insurance welding machines in June, then I will start selling them here." Yang Hai pondered for a while, then said, and then turned to the boss, "Boss, what do you think?"

"Yes, this arrangement is more reasonable." Mu Yang nodded in agreement, "Based in the country for a year, if there are a large number of overseas orders, of course we must accept them. The export price is higher, and there are export tax rebates. Of course, it is best to export."

If Xinghai Group can sell 300,000 welding machines a year, its revenue will be more than 4 billion yuan.

With the rapid development of the domestic economy, the proportion of Huaguo's manufacturing industry occupying the world is increasing, and the capacity of the domestic secondary welding machine market will double in five years.

Mu Yang told Zhang Xiaofeng: "Mr. Zhang, your work tasks are also heavy, several major classification societies certification, EU CE product safety certification, German GS product safety certification, Australian SAA product safety certification, Russian PCT product safety certification , the United States cETLus product safety certification and other certification work must be paid close attention to. It is not available at present, but the products must be prepared for export to the above countries.

In addition, we sell welding equipment, we can learn from other welding manufacturers, we can set up a welder training station and verification station, let these welders be familiar with our welding equipment, they are equipment users, but also potential customers, as long as Our welding machines are easy to use. When they purchase welding machines, they will use our welding machines first. One is the habit. "

"Okay, I'm already making preparations. In two days, the third-party classification society BV (Bureau Veritas) will come to carry out the certification." Zhang Xiaofeng nodded. The quality department will be responsible for the specific work, and he will have to pay close attention to it when the time comes.

Mu Yang nodded. In addition to the production problem of the second guarantee welding machine, the company's current production capacity of lasers and hand-held laser welding is also insufficient. It is estimated that the production capacity will not be able to balance the demand until August, and this still does not take into account the overseas market.