NXPowerLite 1.0HP收益性改善 05 SB TDR 0124(Tianjin)课件

1、05 S-RAC to Sweep Over in China A/C Market.1. Big Y Issue2. Major Objectives3. KPI Breakdown4. Big Picture5. Innovation 6. Action Plan7. Communication & Collaboration8. Ground Rule LG Electronics A/C RAC Team2005.01.26Big Y issueStrategy Theme Cost Competition Insurance-CI Maximized-Production Innov

2、ation Marketing Strengthen-Premium Scale-up-Sale of Slack Period ActivatedP/Leadership Insurance-Premium Model strengthened-SCR 50% improved CAC Project Strengthen -Marketing Infra Investment Increased -Full Line-Up Building China Top 3 Player in 2007, Global production base for exporting AC Vision（

3、Unit: 万台）42060051004060705555出口内销1203001503601903652303702770395182China Position0407CAGR11%9%12%053,7003,5002,6501,5003,0001,7002,2002,6502,900Unit : K sets19%2,3001,5001,200 Little Y issueIn order to promote LG M/S in China,S-RAC M/S must be enlarged. 05 China TargetBest / Better Grade Design Stra

4、tegy Max. E.E.R Development in A/C Global Scope : China DCR seriesGood Grade Small Capacity Indoor Unit Development Extended CI 16% Indoor Unit Noise Reduced 2dB(A) Energy Conservation Criterion Satisfied Heating Capacity improvedC.K Grade Profitability Improvement: Construction Improved, Comp.Capac

5、ity Extended S-RAC R&D Direction(unit :k set)GoodBestBetterC.K30万台 05 New900041,20005100(11%)180(20%)90(10%)530(59%)120(10%)240(20%)120(10%)720(60%)Unit:k set (MU$)9001,2000304650900300250PACRACMajor objectivesTotalLGMediaAUXunit price declined ratio13.9 %18.6 %3,2332,4252,5691,8862,6321,9801,9411,5

6、5215.3 %8.1 %11.7 %11.4 %17.9 %15.3 %20%22%24%26%28%70%70%70%70%70%69%4%3%71%6%8%10%11%12%千台; %17%19%7,5008,4009,70010,40012,20013,70015,50099000102030405WACRACPAC12.4% -10% 12.2%22.3%CAGR99 - 0629%69%2%17,00006* Gfk 33,37534,44035,89033,75232,78833,54535,50036,600 Value( Mil RMB)China MarketAmountQ

7、ty5.8%2.3%3.0%S-RAC is the primary A/C product in China market. Sale was raised and unit price declined range was reduced. (13%5%), Quantityincrease was speed up.Gree3,2992,7407.1 % 17 %03Year02 Year(Unit:RMB)市场,单价分析Major objectivesTool comparison2004In order to achieve premium scale-up (4%30%) , be

8、st & better grade newtool should line-up.Correspond to the price of competitive opponents basic tool should be used flexibly. C.K grade new tool line-upBest grade new tool developmentAccording to capacity, tool should be achieved subdivision.Last year Better Grade,Next year Grade Shift Competitive O

9、pponent Comparison Premium Scale-up Promotion Model Grade Strengthen自社,竞争社分析KPIE.B.I.T(%)*Base Model:SA 2.6kW H/P04-14.2%0%Sub KPIMain KPIProfit(%)Price(RMB)1,3261,2565% 05COGS Scale(%)04807012%05SCR(%)042.71.350% 05CTQ Z043.343.815% 05InnovationBig Y IssueThemeSupport PointPeriodExpected ResultMajo

10、r ObjectivesK P IWorld bestGoal6 Core ManAction PlanCurrent LevelCategory (P/L ,R&D, MFG, Quality, Sales,SVC)TeamNamePositionDepartmentDuties* Full Time* TDR MBB or BBQAZhang.WR&D 6StaffTDR PJT ThemeGeneral Model 1.0HP profitability improvementprofitability(%)COGS(%)SCR(%)-14.2802.70701.3-profitabil

11、ity 14.2%COGS 12%SCR 50%24%26%28%70%70%69%4%3%6%12,20013,70015,50020032004200529%69%2%17,0002006W-RACS-RACPACUnit:K set020304/0101MideaLGAUXUnit:RMB2,2001,7061,8901,4371,7021,4821,8581,6212,6932,3502,0832,65017%14% Price declined ratio in China market1.Through the use of homemade raw material and PC

12、B component and easy development , the profitability is improved over 9.0%.2.According to feedback from consumers and analysis of market claim,Corrugate FIN is enlarged and achieve SCR reduced below 50%.3.Through the use of Indoor unit SA pipeline and development of three fold EVA, the noise of indo

13、or unit is reduced below 2dB(A) .Commodity layoutConstruction checkEventE/SMPPilot9/1005/016/305/108/104/1210/20Component developmentAC R&DShan.wLeaderAC R&DYang.tAC R&DLu.x.zhAC R&DLi.pAC R&DTang.j.rStaffStaffStaffStaffScheduleDaily OperaDaily OperaDaily OperaDaily Opera2004.042005.01Two people com

14、e from changwon S-RAC is the primary A/C product in China market利用6Tool 工具开发合理CYCLE,新流路开发,改善市场Claim第一位:噪音 区分03年04年SCR(%)3.512.32Repair2180620386Sales627870879275产品安装环境0.160.643.51Total34%0.55 53%0.25运输39%68%用户1.4179%使用0.502.320.080.260.440.390.290.86175%72%室内噪音Main PCB室外噪音室内风扇室内电机04年主要Claim(03.1004.10)4 Path(In/Out) 2 Path(In/Out) 6Tool利用最适分支 Cycle 2005.01.24低噪音 Fan 设计 1.0HP 流路设计3-Fold