Zhongxin Jingwei, December 1 (Feng Fang, Liu Xinyu) On the 28th, Loncin GM, a listed company, held the Loncin GM · VoGE Locomotive's first Culture and Art Festival released a new corporate vision, mission and values, and clarified the strategic goals of its three major brands, and thousands of Moyou, Loncin employees, brand dealers, retailers and supporting suppliers attended the event.
On the day of the event, Gong Hui, executive vice president of Loncin GM, released a new corporate culture system, put forward the corporate vision of "low-carbon power, smart product leading brand", as well as the corporate mission of "focusing on science and technology, innovation drives a better life", and the corporate values of "industrial power, customer first and common prosperity".
Visitors experience infinity products. Photo by Liu Xinyu
After nearly thirty years of standing, Loncin returned to the motorcycle business
Loncin is a veteran motorcycle company. In 1993, China's motorcycle market boomed, Loncin founder Tu Jianhua founded Chongqing Loncin Transportation Machinery Factory, from motorcycle engines to motorcycle manufacturing, and then to general thermal power machinery manufacturing. In 1996, Chongqing Loncin Industrial Group was established. In 1998, the first Loncin motorcycle rolled off the production line.
In August 2005, Loncin launched a strategic cooperation with the German BMW Group to produce and supply 650cc engines for the latter. In August 2012, Loncin GM was listed on the Shanghai Stock Exchange. On September 21, 2018, Loncin GM's independent high-end brand "Wuji VOGE" was released to the world.
Today, Loncin GM has become a leading enterprise in China's motorcycle industry, covering motorcycles and engines, general machinery products, commercial generator sets, high-end parts and other fields, and its products sell well in more than 150 countries and regions around the world.
In the third quarterly report, Loncin GM said that the company re-determined the strategic development plan, that is, focusing on the main business of "motorcycle + machine", becoming bigger and stronger, and doing fine and thorough.
At present, the combined revenue of Loncin's two major businesses of general motorcycles, engines and general machinery products accounts for more than 90%. In the first three quarters, Loncin GM achieved operating income of 9.335 billion yuan, an increase of 30.62% year-on-year, and net profit of 711 million yuan, an increase of 44.19% year-on-year. Among them, the revenue of motorcycle and engine business and general machinery products business increased by 35.37% and 39.47% year-on-year, respectively. Motorcycle business revenue of 4.268 billion yuan, an increase of 38.21% year-on-year; two-wheeled motorcycle revenue of 3.284 billion yuan, an increase of 46.75%. General Machinery achieved sales of 3.11 million units, exceeding the level of the whole year of 2020 and reaching a record high.
"The company is working hard to achieve the management goals set by the board of directors at the beginning of the year." Gong Hui told Zhongxin Jingwei, "The company will achieve business growth by optimizing the product structure, adjusting the currency settlement method, forming a sharing mechanism with upstream and downstream to cope with rising costs, and increasing the proportion of revenue of independent brand products and high-value products." ”
At present, Loncin GM has created a number of independent brands such as "Loncin LONCIN", "Wuji VAGE" and "Invisie BICOSE". At the just-concluded Culture and Art Festival, Loncin GM established the strategic goals of its three independent brands in the next 5 years: Loncin LONCIN - "to become the preferred brand of China's multi-functional practical locomotives", Wuji VOGE - "to become the preferred brand of China's large-displacement high-end leisure sports locomotives", and Yinwei BICOSE - "to become the head brand of China's high-end electric travel products".
He Jun, vice president of Loncin General, pointed out: "The successful holding of the first 'Wuji Art Festival' marks the company's upgrade from simple 'product publicity' to 'brand promotion', while strengthening brand publicity and enhancing brand awareness, enhancing the stickiness of brands and users, companies and partners, as well as employee cohesion and sense of belonging. ”
Loncin General Motors said that the company will return to the motorcycle business market with its entrepreneurial intention, and the three major brands will concentrate their efforts to achieve the strategic goal of focusing on the main business, becoming bigger and stronger, and doing fine and thorough.
Learn from BMW to create an independent high-end large-displacement "Wuji" brand
Loncin GM has said that for more than a decade, Loncin has gradually glimpsed the mystery of high-end industrial manufacturing through cooperation with BMW. Since 2005, what has Loncin GM gained?
He Jun introduced that the company has established a positive research and development capability for large-displacement vehicles and engines from the overall design, auxiliary analysis, engineering realization to test verification. Through cooperation with BMW, the quality control and quality management capabilities of the whole process have been established, and the non-pole products have been empowered, some non-pole products and BMW products have been produced in the common line, and some non-pole products and BMW projects have fully shared supply chain resources. In the process of all-round transplantation and practice of BMW methods, the company has cultivated and formed a core technical team including development, test verification, manufacturing, quality, supply chain, project management, etc., providing strong talent technical support and guarantee for the company's sustainable and healthy development.
From "BMW OEM" to "Wuji Going to sea", and then to the first "Wuji Art Festival" held now, Loncin's domestic medium and large row motorcycles are conquering more domestic and foreign markets.
As of the first half of the year, Wuji achieved sales in 12 countries and regions in Europe, with nearly 500 channel outlets. In the first three quarters, the Wuji series of large-displacement motorcycles achieved sales of 38,300 units, an increase of 110.83% year-on-year, and revenue of 651 million yuan, an increase of 93.71% year-on-year, higher than the industry average. Among them, the domestic revenue was 387 million yuan, an increase of 43.31% year-on-year; the export income was 264 million yuan, an increase of nearly 300% year-on-year.
Loncin General Exhibition Hall exhibited the Wuji series 525R products. Photo by Liu Xinyu
It is understood that the current Wuji brand covers four major car series of street cars, sports cars, retro and rally, including 250RR, 350T, 350AC, 500AC, 525R, 650DS and other models. Among them, the 650CC displacement of the non-pole 650DS rally car listed in 2019 has a top price of up to 47800 yuan. He Jun mentioned: "Wuji Products participated in the Milan International Motorcycle Show in Italy from November 24 to 28, and the launch of 500AC, 350AC, SR4 and other explosive new products will help further expand the European market in 2022." ”
Talking about the market performance and future planning of the Wuji brand, He Jun introduced that the company will focus on research and development, manufacturing, brand and channels through scientific and technological innovation, and will make Wuji the preferred brand of high-end leisure sports locomotives with large displacement in China. In the future, the market layout of overseas products without large displacement is mainly based on the markets of developed countries and regions in Europe and the United States, taking into account some developing countries and regions with consumption power.
In addition, Gong Hui mentioned that the company's cooperation with BMW has been further upgraded, and it has recently signed a large-displacement engine license contract, which was officially mass-produced and supplied by the company in 2018, and has now supplied more than 100,000 units. "The signing of the authorization contract marks that the company has the advanced level of twin-cylinder engine required for a larger displacement electrodeless product platform, which provides a dynamic support for the company to develop larger displacement electrodeless products, which is conducive to further enhancing the competitiveness and influence of non-polar products."
Focus on scientific and technological innovation, the total number of patents exceeded 6,000
"Compared to traditional pathway models, high-displacement motorcycles are more demanding in terms of innovative research and development." Gong Hui said that it is thanks to a large number of basic positive R & D investment in recent years that the company can have competitive strength in the large displacement market.
It is understood that Loncin General has 5 state-level technology research and development centers, with a total of more than 6,000 patents, more than 400 invention patents, and a research and development investment of one million yuan, which has continued to grow in recent years, and the proportion of research and development investment has remained at about 3% all year round. Gong Hui said that the company will "focus on scientific and technological innovation to drive a better life" as its mission, pay attention to the important role of scientific and technological innovation in the company's development, and will continue to increase investment in research and development in the future.
Loncin General Digital Workshop. Photo by Liu Xinyu
In addition, Loncin GM has 6 manufacturing bases in China and 3 manufacturing bases overseas, and has built smart factories and digital workshops that meet the international advanced level.
At the Loncin GM BMW plant, the engine supplied to BMW, as well as the workshop, testing, assembly, etc. of key components are completed here, and the process flow and quality standards are strictly customized according to the standards of the BMW factory.
Loncin universal electrodeless factory robot. Photo by Liu Xinyu
In Loncin General Non-Pole Factory, through the 5G information system to match data sharing, to achieve the effect of breaking information islands, improving capital turnover, saving logistics area, saving labor costs, etc., the quality level and informatization level are further improved.
He Jun pointed out that Loncin Wuji Factory is a "5G + Intelligent IoT Innovative Application Demonstration Factory" in Chongqing, which is at a leading level in the manufacturing industry and has a demonstration effect. The wuji factory covers the complete industrial chain of large-displacement motorcycles, realizes the rigid plan to unify the steps between different factories and on-demand distribution, and significantly improves the logistics turnover efficiency and production efficiency. In addition, a large number of automation equipment is networked through the Internet of Things technology, and the information system platform is uniformly dispatched, which can warn of equipment failure in advance and ensure product quality consistency.
Focus on intelligence, low carbon, adhere to the "energy saving and emission reduction, green manufacturing"
On the one hand, efforts are made to be intelligent and networked, and on the other hand, low-carbon and electrification have gradually become the focus of Loncin's work. Zhongxin Jingwei noted that under the background of "double carbon", the first electric motorcycle of Loncin's independent brand "Yinwei BICOSE" is about to be launched.
It is understood that Loncin tong is used to set up a special business unit in 2019, formally engaged in the research and development, production organization and marketing of electric motorcycles, and launched "Yinwei BICOSE" as the exclusive brand of electric motorcycles. Gong Hui pointed out: "At present, electric motorcycle products mainly meet the needs of short-distance and low-speed travel in the domestic and foreign markets, and the future market space is large in medium distance, medium and high speed. The electric motorcycle product is based on the needs of mid-range and medium-high-speed travel scenarios. The product will be launched simultaneously in Europe and at home next year. ”
Gong Hui said that in the future, the company will focus on the product development direction of "electrification, intelligence, networking, and ecology", actively carry out scientific and technological innovation, adhere to the way of "energy saving and emission reduction, green manufacturing", focus on "low carbon, electrification, intelligence, and lightweight", and create a "high efficiency, low energy consumption, high NVH, high reliability, electrification, network connection and intelligence" technology platform and products, forming the company's differentiated competitive advantage, and promoting the company to move from traditional manufacturing to scientific and technological innovation. Transform into an innovative company that masters more core technologies for its products.
In the field of fuel power system, we will continue to optimize the engine combustion system, maintain the domestic leading level of high thermal efficiency and low emissions, actively meet the requirements of the next stage of emission regulations, and promote the green and low-carbon development of the industry; actively develop and apply hybrid engine technology to further reduce emission levels. In terms of electric power, we quickly gathered the electrification team, focused on breaking through the power system control unit, focusing on product application scenarios, creating a leading "motor, electronic control, battery" system integration capability, and forming a leading edge in providing clean power overall solutions.
It is worth mentioning that on October 22, the "Planning Outline for the Construction of the Twin Cities Economic Circle in Chengdu-Chongqing Region" (hereinafter referred to as the "Planning Outline") was released, proposing to strengthen the industrial cooperation of advanced materials, automobile and motorcycle accessories in the north wing of the Twin Cities Economic Circle, focusing on aerospace, rail transit, energy equipment, industrial robots, instrumentation, CNC machine tools, motorcycles and other fields, and cultivating a world-class equipment manufacturing industry cluster.
As a leading motorcycle company headquartered in Chongqing, how will Loncin GM benefit? Gong Hui said that at present, the new pattern of development of the twin-city economic circle in Chengdu and Chongqing is gradually taking shape, and the "Planning Outline" clearly focuses on aerospace, energy equipment, motorcycles and other fields, which provides important guidance for the company's future development. Recently, the company's re-formulated development strategy has clearly defined the "motorcycle + through machine" as the main development direction in the future, which is in line with the development requirements of the "Planning Outline".
Gong Hui said that facing the future, the company will actively carry out technological innovation and model innovation driven by the entrepreneurial spirit of innovation, so as to achieve the transformation and upgrading from fuel to electric, from OEM to independent brands, from intermediate products to terminal products, from machinery to intelligence, from industrial products to consumer goods, so that the company will develop into a leading enterprise of low-carbon power and smart products, achieve high-quality development of manufacturing, and give play to the company's industry-leading "industrial Internet" application advantages. Empower and drive the development of the ecological chain of the motorcycle industry.
In recent years, Loncin GM has won a number of honors, including the title of "Service-oriented Manufacturing Demonstration Project" by the Ministry of Industry and Information Technology, the title of "Intelligent Manufacturing Benchmarking Enterprise" in Chongqing, the identification of "Smart Factory" and "Digital Workshop" in Chongqing, and the first batch of industrial Internet pilot demonstration projects in Chongqing in 2020.
Loncin GM said that the honor is only an affirmation of past achievements, and it also shows that the company has a leading edge in the manufacturing field. As an important industrial town in southwest China, Chongqing has many small and medium-sized manufacturing enterprises, and the company will give full play to the demonstration and driving role of manufacturing leaders to help more small and medium-sized enterprises achieve digital transformation and upgrading. (Zhongxin Jingwei APP)