Antai Technology: Actively expand brand influence
Pillow Block, Pillow Block Bearing, Pillow Block Unit NINGBO BORINE MACHINERY CO.,LTD , https://www.borine-agroparts.com
**Abstract**
In the first half of 2013, the downstream market for some of the company’s products continued to face insufficient demand that had persisted from the previous year. As a result, market competition intensified. To maintain and strengthen its market share, the company adjusted the pricing of certain products, which led to a decline in gross profit compared to the same period in the prior year. Additionally, due to underutilization of capacity in some new production projects, fixed costs could not be effectively spread out, leading to lower-than-expected project revenues. The company reported an operating income of 1.903 billion yuan during this period, representing a 5.53% decrease year-over-year. Total profit was 390.253 million yuan, with a net profit of 32.1946 million yuan, both significantly lower than the same period last year by 68.13% and 64.97%, respectively.
During the reporting period, the company faced a challenging domestic and international economic environment, as well as impacts on the manufacturing sector. In response, it took proactive measures to enhance market awareness, improve internal systems, and establish incentive mechanisms. The company explored new sales channels and invested in brand promotion. It held a marketing conference to recognize top-performing teams and individuals, while also creating career advancement opportunities for sales staff. To further support market development and strengthen the sales system, the company introduced several key policies, including the "Interim Measures for Sales Assessment and Business Promotion Incentives," "Interim Measures for Marketing Professional Development Channels," and "2013 Sales Personnel Incentive Measures." These initiatives aimed to boost performance by motivating sales personnel and partners. The company also focused on new product management, implementing the "Interim Management Measures for the Development of New Products of Antai Technology" and participating in the application of the first batch of new technologies and products in the Zhongguancun National Independent Innovation Demonstration Zone. In the first half of 2013, new product sales reached 543 million yuan, contributing 29.35% to total revenue—an increase of nearly 5 percentage points compared to the previous year.
To address operational challenges, the company established a working group focused on “Promoting Business and Maintaining Growth.†It implemented a series of management improvement activities, such as cost reduction initiatives, team-building exchanges, quality control (QC) group activities, and procurement optimization. These efforts helped reduce operating costs and manage risks more effectively. All departments followed the 2013 cost-reduction and efficiency-enhancement plan, setting clear targets and implementing them in stages. The company also strengthened labor cost management by aligning salary and benefits more closely. A 2013 Supplier Conference was held to reduce supply chain and inventory costs while controlling procurement risks. The company continued to monitor business outsourcing, improve governance structures, conduct investment risk assessments, and explore incentive mechanisms for holding companies. In addition, the company launched comprehensive information construction projects, introducing an informationization improvement plan and developing management measures for IT projects. Safety production standardization was prioritized, and the company achieved its safety goals with no major accidents in the first half of the year. Both the parent company and major subsidiaries met second or third-level safety production standards.
In terms of technological innovation, the company actively implemented its "Twelfth Five-Year" Technology Innovation Plan, focusing on product structure adjustments, process improvements, and new business development. Eight new technology innovation projects and seven technology transformation projects were launched during the period. The company also enhanced intellectual property management, submitting 33 patent applications, including 30 invention patents, and securing 11 granted patents, six of which were invention patents. It was awarded the title of "Beijing Patent Demonstration Unit." The company applied for qualification as a Beijing Science and Technology Innovation Platform and was approved for two Beijing Engineering Technology Research Centers in superhard materials and dental materials. So far, the company has four national-level technology platforms and 12 provincial and ministerial-level platforms. Additionally, it submitted three applications for the Beijing Science and Technology Award and one for the Metallurgical Science and Technology Award.
Regarding project construction, the company advanced four major investment projects under the first phase of its "Twelfth Five-Year Plan." These included the "LED Supporting Refractory Materials Industrialization Project," "High-Performance Nanocrystalline Ultra-Thin Belt and Product Industrialization Project," "High-End Powder Metallurgy Product Industrialization Project," and the "High-Performance Special Welding Material Industrialization Project." The latter completed its workshop civil works and was in the process of external infrastructure construction. Some equipment had been manufactured and was being installed. The "Large-Size High-Purity Rare Metal Target Industrialization Project" had completed preliminary procedures, including project completion filing, and was proceeding with design and environmental assessments. The Tianjin branch successfully obtained approval for the Tianjin New Materials Industrial Park project and was undergoing evaluation and environmental impact assessments.
Finally, the company participated in the construction of industrial parks, launching the "Building a Beautiful Park, Showing Beautiful Antai" campaign. It recruited over 230 young employees as volunteers and formed a volunteer service team. The initiative focused on beautifying the company's park environment, promoting environmental protection and energy conservation, supporting occupational health, and showcasing the company's people-oriented culture.
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