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Samsung Electronics' product research and development "peerless lightness skill"

King Zeng Yun of Chu Zhuang: ten years without flying, flying to the sky; Ten years without singing, a blockbuster. Samsung Electronics, a pengniao, has achieved excellent lightness skills in only 8 years

how high can you fly in 8 years

once upon a time, Samsung was just a nobody who produced low-end black-and-white TVs under the South Korean SamSung group, and once became a tasteless chicken rib that was discarded as a pity; Up to now, after only eight years of "secondary entrepreneurship", South Korea's Samsung Electronics Company has maintained the world's leading manufacturer in terms of market share in many fields, such as semiconductors, monitors, laptops, televisions, refrigerators, air conditioners, digital video cameras, MP3, and 20 products, including dynamic memory, static memory, CDMA, liquid crystal displays, color TVs, and liquid crystal TVs

since 1998, Samsung Electronics has won a total of 17 "Industrial Design Excellence Awards" (hereinafter referred to as "idea") issued by the American Industrial Design Association. In 2002, it was equally divided with Apple Computer in five awards; In 2004, it achieved sales of US $55.2 billion and net income of US $10.3 billion, ranking fourth in the global electronics industry in the "top 50 most respected enterprises in the world"; In 2005, it ranked 39th among the "Fortune Global 500 enterprises" with a sales volume of US $71.9 billion; In 2005, in the Interbrand brand value ranking published by BusinessWeek, the company ranked 20th with a brand value of US $15billion, becoming one of the companies with the fastest rise in brand value...

in 2006, Yin zhonglong, CEO of Samsung Electronics, said, "there are many things to be done for Samsung Electronics at present. However, the first, second and third important things are the development of core technologies and new products."

selling fish is selling sashimi. Samsung is not a cart

the topic will go back to 1995. In order to celebrate the soaring performance of Samsung Electronics Company in South Korea, Lee Kun hee, chairman of SamSung group in South Korea, happily presented Samsung just leaving the factory to guests and meritorious personnel. But a few days later, all kinds of dissatisfaction and opinions about Samsung new came into Li Jianxi's ears, which made him feel very humiliated. In a fit of anger, Li Jianxi ordered that 150000 and fax machines in the warehouse of the factory producing this kind of products be moved to the open area of the courtyard, and the defective products worth 50million dollars be burned together with more than 2000 employees. In this way, Li Jianxi issued a surprise order for Samsung Electronics to advance towards high-quality global brands - "defects are like cancer, which will destroy everything you work hard. Defect free products should be Samsung Electronics' lifelong pursuit."

"eggs can't be put in one basket" chasing diversification - before the new CEO Yin zhonglong had time to show his strength in 1997, he was threatened by the Asian financial storm, which made the following regulations be observed between the working size of the 1 climate box of South Korea's Samsung Electronics Company and the overall size of the tested product: in 1998, he had a debt of more than $17 billion and was about to go bankrupt. In order to keep the building from collapsing, Yin zhonglong, guided by the reform concept of group chairman Li Jianxi that "except for his spouse and children, the rising price of battery raw materials can change everything", boldly threw out a diversification strategy, in order to resist the "chip storm" of memory chips falling all the way, and to avoid the tragedy of "hanging on a crooked neck tree" to the greatest extent. He sold the company's non core assets without hesitation and went all out to develop more potential high-tech products; In 1999, he drastically changed the company's business strategy, taking digital technology as the center, turning the business core to private brands, sublimating from the "analog era" to the "digital era", and turning from large-scale manufacturing to private brands based on digital technology. In order to make every employee always remember the painful lessons of the great rout in, Yin zhonglong made great efforts to create a strong "crisis awareness" throughout the company, and sounded the "crisis alarm" from time to time, everything and everywhere, The monthly speech to all employees is always such a topic - "the crisis is lurking around, lurking in every detail that may be ignored. The core of electronic companies is technology. Without the ability to independently develop products, it is difficult to survive in the fierce competition. Only by maintaining a sense of crisis, can we control the core technology in the era of digital integration, and then continue to maintain value-added profits."

synchronic resonance in the digital age; In order to strengthen technological innovation, he spent a lot of money on digital electronic technology, in order to establish that digital electronic technology "mistakenly believes that Samsung is manufacturing trolleys" to stimulate Samsung branding - in the early 1990s, when the Samsung brand was still unknown, South Korea's Samsung electronics company spared no expense to advertise Samsung on trolleys used in the world's largest airports. Who knows that contrary to their wishes, people who have not used Samsung Electronics Products mistakenly believe that Samsung Electronics is a trolley manufacturer in South Korea after seeing the advertisement on the trolley. This "misunderstanding" deeply hurt Yin zhonglong's heart, making him more clearly aware of the importance of brand culture, and thus saw the pivotal role of "brand association" in brand positioning. In order to build a global super brand, he endowed the brand with new elements such as "leader in digital technology, high value and fashion" in order to match the top position in technology; In order to organically combine products and brands, he constantly adjusted product lines and launched trendy digital electronic products with fashionable design and advanced functions, in order to strengthen the unique connotation of Samsung brand... In this way, the brand value of Samsung Electronics has increased by 186% in the past five years, up to $14.9 billion. BusinessWeek commented, "Samsung's success mainly lies in its very clear brand positioning route."

"catch high-end fish and sell it at a good price" advocates speed - in Yin zhonglong's view, "before putting popular products into the market, we must first turn the products into" sashimi ", so as to sell at a good price. When you catch high-grade fish on the first day, you should make high-grade sashimi in a first-class Japanese restaurant and sell it at a good price; If you don't sell out on the first day, wait until the next day, you can only sell for half the price; On the third day, we can only sell at a price of 1/4; By analogy, the final price of high-grade sashimi is not much different from that of pork. " It is from this "speedmanagement" competitive strategy that South Korea's Samsung Electronics Company established the "four first strategies" of foresight, first hand, first system and first occupation, and made every effort to promote the "three first strategies" of "three first strategies"? ahref=>Samsung Electronics has set up 17 research and development centers around the world, and has contacted 27000 researchers, accounting for 40% of the total number of the company, including 2400 doctors and 8600 masters; It is from this competitive strategy of "speed management" that Samsung Electronics of South Korea will invest US $24billion in new semiconductor production lines by 2010 and US $10billion in LCD field in the next 10 years... The competitive strategy of "speed management" has made Samsung Electronics subsidiary of South Korea taste the endless sweetness of being one step ahead, and won 45 awards in one fell swoop in the if China 2005 industrial design award, Among them, there are 3 highest level awards and 42 winners. As Patrick Whitney, director of the school of design, Illinois Institute of technology, praised, "Samsung Electronics is a model of using design to improve brand value and expand market share, and a model of seeking competitive advantage through differentiation."

in order to adapt to the "spirit of the mobile era" born in the information age, South Korea's Samsung Electronics Company continues to pursue new things, constantly innovate and innovate, firmly adhere to the high-end market, strive for the most perfect combination of function and design, and constantly improve the brand image worldwide. Under the guidance of the campaign goal of "becoming a leading manufacturer in the field of mobile convergence technology and ranking among the first-class brands", Samsung Electronics Co., Ltd. of South Korea sold 84million medium and high-end products in 2004 and 100million medium and high-end products in 2005; It is the R & D strategy of "focusing on the innovative design of portable phones, WCDMA, pocket TVs and 4G in 2006" that has given birth to the R & D expenses of Samsung Electronics Co., Ltd. in South Korea, which will account for 7% to 8% of sales in 2006, reaching 1.4 trillion won. It is estimated that 120million medium and high-end products will be sold in 2006

although it has become the main tool for young people to communicate, it is difficult to become the whole of young people's colorful life

they also need entertainment products that can be carried around, "my entertainment is my choice" MP3 came into being. In order to always stand at the forefront of digital technology, South Korea's Samsung Electronics Company has carefully created an MP3 brand culture with the theme of "yepp". Y-young (young), e-energetic (vitality), p-passion (passion), p-personal (personality), the flag of "Youth" is held high, and "vitality", "passion" and "personality" become the best footnotes of "Youth". Starting from "yepp", we should take the needs, feelings and pursuits of young people as the core to provide young people with high-quality MP3; Starting from "yepp", we should listen to the voices and feelings of young people, constantly promote MP3 to be closer to young people, and then change their lifestyle. With strong R & D strength, South Korea's Samsung Electronics Company has launched two new MP3 products every month. The sales volume reached 210000 units in 2003, exceeded 600000 units in 2004, and launched 25 unique MP3 products for the first time in 2005

the metal sheet sample can adopt the wedge clamping method

technology to create the concept of health, and enter the TV market again

modern people pay more and more attention to the quality of life, and begin to pursue a more humanized, personalized, healthy and environmental friendly living environment. "The era of white appliances" is about to emerge. In order to meet this opportunity, Samsung Electronics spent $10million to tackle key problems for three years, and finally developed a "silver ion" technology that can safely and effectively kill pathogenic fungi, viruses and 650 kinds of bacteria. This is a high-tech that uses silver nanoparticles to coat the surface of household appliances and silver ion engines

under the same technology, Samsung has been applied to washing machines, refrigerators and air conditioners, and has also achieved impressive market performance

as a South Korean Samsung Electronics Company, which started with the development and manufacture of black-and-white TV sets, it is still difficult to give up the love of developing and manufacturing TV sets today when its product line is blooming at many points. In order to welcome the arrival of the "digital TV Era", South Korea's Samsung Electronics Company takes "the largest supplier of the world's LCD screen" as the foundation of research and development, and takes advantage of the hunting spirit of "the world's leading manufacturer of LCD technology", always adheres to the innovative strategy of "first launching the world's top products", and aggressively attacks the LCD, rear projection, plasma and other high-end TV markets, thus generating a grand occasion of research and development of multiple product lines. Samsung Electronics Co., Ltd. of South Korea made every effort to ensure the industry leading position in high-end TV research and development, technology and quality, and won the CES2004 electronic award in one fell swoop

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