Established in 1958, CHANGHONG has witnessed significant prosperity and is now one of the largest Chinese consumer electronics provider specializing in R&D, manufacturing and marketing of consumer electronics products. CHANGHONG became a public traded company with shares listed on the Shanghai Stock Exchange in 1994. In 2005, CHANGHONG’s annual turnover hit $2.2 billion US dollars and reached US Dollars 3.1 billon in 2006. In Jun.2008, Changhong’s overall brand valued at US Dollars 9.5 billion. Today, CHANGHONG has branches and joint ventures with over 35,000 employees worldwide.
Founded in 2003, Guangdong Changhong Electronics Co., Ltd (hereafter Guangdong Changhong), one of the key consumer electronics enterprises combined with Research, Production and Sales together, which products cover 6 fields including Digital TVs, LCD TVs, PDP TVs, Projection TVs, Components, Housing Electronic products etc. Guangdong Changhong also becomes the Overseas Operation Center of Sichuan Changhong—the domestic consumer electronics Giant in China. With 480,000 m2 total area and more than 3,000 employees, Guangdong Changhong takes the honor as the strategic base of Changhong Group for development in South China and up to whole Overseas Market.
In the overseas market, Changhong has already setup 4 Subsidiary Companies as European CHANGHONG . Australia CHANGHONG, Indonesia CHANGHONG and Czech CHANGHONG, etc. Moreover, In America, France, UAE and other total 10 countries or regions, Changhong successively deployed overseas representative offices and organizations, the products are highly praised. Today, Changhong has more than 110 Countries customers worldwide. In year 2008, Changhong has been awarded China’s 500 most valuable brands by the World Brand Laboratory, which Brand value reach to 65.589 billion RMB. Guangdong Changhong insists on pushing the Own Brand strategy, and also cooperates with different valuable partners all over the world on OEM/ODM business. The total sale value of overseas is more than 2 billion USD.
Guangdong Changhong has an outstanding professional R&D team with more than 100 experienced engineers. With powerful support from the State-level Technology Center of Changhong Group, Guangdong Changhong sets up its own Overseas R&D Center, specialized in export products research. At present, Guangdong Changhong is focus on new type FPD products, and also involves in research of Digital Chip, Embedded Software and other Key Components.
With “3S” Changhong Management Conceptions of “Satisfy the Employees, Satisfy the Customers, and Satisfy the Shareholders”, With Changhong Spirits of “Happiness & Innovation”, Guangdong Changhong becomes the worldwide reliable & valuable corporation, which insists on Customer First and Market Direction Principle, applying to realize nicety dreams on consumer electronic field.
As the flagship to exploit worldwide markets of Changhong, Guangdong Changhong will make great efforts to achieve the ambition of “Digital Changhong, Innovation Future”!
Human Being Great by Dreams
Enterprise Flourish for Culture
Satisy the Employees, Satisfy the Customers, Satisfy the Shareholders.
The “ 3S ” slogan was originally put forward by new Chairman of the Board, Zhao Yong. After a long time of practice, the "3S ” has become the management conception of CHANGHONG.
The convergency of “ 3S ” is definitely inseparable. Only by respecting and concerning the employees can we satisfy them. The employees feel contented and provide high-quality products and service to the customers. The customers are satisfied and pay out of their own pockets for our products. And then we get profits. Finally, the shareholders get a deserved return and feel contented. Thus, the employees ' loyalty and the customers ' trust are realized; the win-win between CHANGHONG and the shareholders are reached.
Satisfy the Employees is the cornerstone.
The corporation tries best to meet all the reasonable demands of the staff: to help the staff realize individual career plan, to set up the platform for the staff perform, to keep an eye on the health and safety of the staff.
Satisfy the Customers is the core.
Service First, Credible Security. We commit to create high-class products and high-quality service.
Commercial Reputation is the comprehensive reflection of our high-quality products, fast and efficient service, market size and high popularity. This is the whole impression of CHANGHONG on the customers. It is accumulated bit by bit and is the foundation of keeping the business forever. Every one of us should take the goodwill into account.
All the units and each employee should listen attentively to the advice from customers, especially the criticisms. Customers ' attitude and advice is our most valuable wealth, and what we can just do is to improve until customers feel satisfied.
Satisfy the Shareholders is the goal.
To run business with honesty and integrity, and with consisten t return; to help the society and the nation allay worries and tide over difficulties; to achieve civic honor.
Flat Panel TV manufacture
Company owns 4 LCD and PDP TV production lines with annual productivity 1million units. They are capable to produce TVs with multi-chassis, and with multi-size ranging from 15 inch to 65 inch. Many advanced techniques are adopted during TV manufacture, such as No dust-and-anti static assembly, auto black and white adjustments and so on. Those all forms the firm basis of producing flat panel TVs with high quality.
Guangdong Changhong Electronics Co.,Ltd ( know as company) is Specialized in manufacturing various CRT with facilities of multi-chassis, multi-size ranging from 14inch to 34 inch. The running module well meets particular requirements of exporting orders with certain model and limited quantity each time. Company has had 8 CRT produce lines with annual productivity 5million units, and it granted the largest exporting basis in China.
Experienced workers combining advanced production lines, excellent equipments, and strict quality control system, together guarantees the high grades of the products manufactured.
There are 18 chassis main board production lines, 13 chassis adjustment lines, 3 auto chip-mounting lines, 27 sets of insertion-machines for different insertion demands, and 37 sets auto-molding-machines. The annual chassis supply amount is up to 6,500,000 sets, including CRT chassis and the flat panel TV chassis.
In Pear-rival triangle industry area, Company are ranked as one of the top ten manufactures in its scale, productivity, and capacity for plastic production, since there are 47 sets advanced-injection machines,9 anti-dust spray lines,13 pre-production lines, going with centralized raw material offer system, air-assist-mould and hot-air mould craftwork and techniques. Company can be responsible either for producing plastic parts for its CRT TVs, flat panel TVs and air conditioners, or for producing other plastic parts of automobile, sound box, TVs and air-conditioners purchased by other company.
Company is capable for offering cartons for all the products, since there are 2 sets pre-expansion machines VSD1000 made in German, 16 sets K1214 and 14 sets K813 foam-molding machines, 1 production line for 5-layer corrugated paper board operated by Computer importing from Taiwan, 2 sets Korean 3-color printing machines and a group of packing equipments and carton production lines.
* Received Certification ISO9000, 2000 version (Mar.2002)
* Received Certification ISO14001 ( Mar.2002)
* From 2000 to 2003 received various international certificates such as UL,FCC,FDA,CB,CE-ENC,HK,SASO-ITS, TUV-CB,TUV-GS,TUV-EMC,CB,CE-EMC, CE-LVD and VDE
* Ranked first on the list in the term of market shares for 12 years in a row (by 2002)
* Ranked among Top 3 CE After-sales Service of 2001-CCTV ( Dec. 2001)
* President Ni Runfeng honored as Man of 2001 in China- CCTV (Dec. 2001)
* Honored as China 's Most Valuable Brand of 2001 with 26.1 billion RMB brand value ( Nov. 2001)
* Received Excellent Green Product Certificate for LR6 and LR03 batteries-China Battery Industry Association ( Sep. 2001)
* Got approval of inspection-free for wall-mounted and cabinet A/C-China Quality Technical Supervisor Bureau ( Jul 2001)
* Awarded as Green Product for KF-25EQ air conditioners-China Environmental Protection Foundation (Oct. 2000)
* President Ni Runfeng awarded Nikkei Asia Prize. He was the first Asian person to win such a prize-Nikkei Weekly ( Jun. 1998)
* President Ni Runfeng honored as Entrepreneur of 1996-Asia Weekly ( Jan. 1997)
* Honored as the largest TV Manufacturer in China, and China's TV King, Mr. Ni Runfeng honored as China's Management Guru -50th International Statistics Conference (Aug. 1995)
* Received Certification ISO9000 for TVs, A/Vs, A/Cs, components and alkaline-manganese (May 1995, May 1999, Sep. 2000, Dec. 2000)
1. strategy for technique innovation
In current competition of internationalization for enterprises, technique innovation has been the core for the enterprise to be existing, to gain sustained development, and to maintain its advantages; It’s of great importance for modern enterprise to enhance its competition by technique innovation and developing comparative key technique. Along with the speed up process of globalization and the internationalization of competition among enterprises, it has become the priority for enterprises to carry out the technique innovation.
Guangdong Changhong Electronics Co., Ltd (know as company) is keeping abreast with the time. It established its R&D center in 2004, which demonstrated the launch of the technique innovation strategy.
The R&D center shoulders the execution of technique innovation. From June 2006, it has grouped talented staffs with 200 technicians, including more than 20 senior technicians; The R&D center covers 1000 square meters land with total 4000 square meters’ usable area. There are a few offices in the center; they are working on structure, package design, digital TV, Slim CRT, flat panel TV, PDP TVs separately.
The R&D center are armed with advanced equipment absorbing from abroad to guarantee its independent research on ICs, techniques, new materials… and moreover to ensure the technique innovation
Innovation system is constituted by technique research, technique management and mass produce. Technique innovation is based on technique research to improve the products according to market’s demands, offer qualified products to mass consumers, and finally achieve the blueprint of company development.
Under the guidance of the company’s running object, R&D center practices technique innovation form three aspect: advanced technique research, new technique application and technique improvement. R&D center has accomplished design for more than 20 new models of digital TV, slim TV and flat panel TVs.
By adopting the research achievements from Sichuan Changhong, R&D center has embarked on 100 projects of research and exploring, among them the research on digital TV to USA was granted the project of the province, thus been supported by government. Thus R&D center ranked as the high-tech enterprise, and the likes, and most products of the company are listed in free-inspection products by national quality supervising bureau.Up to know, R&D center designed the products are suit for Europe, America, Asia, middle-east and Africa, and are popular among world wide consumers. While improving its own core technique, R&D center concluded cooperation agreement with Philip, Toshiba, sanyon and so on, and set up joined research labs in Sichuan working on IC designing to world consumers.
R&D center lay out the direction of products development, competitive advantages, new markets exploring and economic value by upgrading the products under the guidance of producing current one, testing new technique, researching for new and conceiving new ideas. It leads the company to enhance the basic technique while speed up on new products research, promotes technicians capacity, and push the company’s development
Nowadays, there are three chip-sticking production line controlled by R&D center, with annual point-stick capacity 800 million, Company has become one of the main TV exporting basis with modernized insert machinery group and auto-TV assembly line of 5million productivity.
3. Innovation channels
On one hand, to satisfy different demands on TVs of the consumers from various regional of world market, R&D center studies the features of each market and combined the features with the products.
On another hand, company adjusts the inner resource, works on the basic technique study to promote the difference of the TVs; and offer more convenience and boon to consumers.
4. Innovation achievements
New chassis ETE-2 LS-01 LS-03 to Europe and CIS markets
Chassis ETA-1 to Asia, Middle-east and Africa markets
Slim CRT to world-wild markets
01, 02,08,63,65 serial of CRT TVs design for world market
LCD design 01,02,06,12,88 serials
DVB-T digital TVs for Europe market
Overseas sales Dept.
Overseas Marketing Dept.
Southeast Asia & Oceania