Antai Technology: Actively expand brand influence
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In the first half of 2013, the downstream market for several of the company's products continued to face insufficient demand, a trend that had persisted from the previous year. This led to an intensification of market competition, prompting the company to adjust the pricing of certain products in an effort to maintain and strengthen its market share. As a result, gross profit for the period fell compared to the same time last year. Additionally, due to underutilization of capacity in some new production projects, fixed costs could not be effectively spread, leading to lower-than-expected project revenues.
During this period, the company achieved operating revenue of 1.903 billion yuan, representing a 5.53% decline compared to the same period in 2012. Total profit reached 390.253 million yuan, with net profit amounting to 32,194,600 yuan, both significantly lower than the corresponding figures from the previous year—by 68.13% and 64.97%, respectively.
Faced with a challenging domestic and international economic environment and its impact on the manufacturing sector, the company took proactive measures. It enhanced market awareness, improved internal systems, and introduced incentive mechanisms to encourage sales efforts. The company organized a marketing conference to recognize top-performing teams and individuals, while also establishing career advancement pathways for sales professionals. To better align with market demands and improve the sales system, the company issued several key policies, including the "Sales Assessment and Business Promotion Incentive (Interim) Measures" and the "Marketing Professional Development Channel Management (Interim) Measures." These initiatives aimed to boost performance by motivating sales personnel and other stakeholders.
The company also focused on new product development, implementing the "Interim Management Measures for the Development of New Products of Antai Technology" and participating in the application for the "First Batch of New Technologies and New Products in the Zhongguancun National Independent Innovation Demonstration Zone in 2013." By the end of the first half of 2013, new product sales revenue reached 543 million yuan, with a contribution rate of 29.35%, up nearly 5 percentage points year-on-year.
To enhance operational efficiency, the company established a “Promoting Business and Maintaining Growth†working group, conducting various improvement activities such as cost reduction, team-building exchanges, QC group activities, and procurement management. It strictly controlled costs and security risks, ensuring that all departments followed the annual cost-reduction and efficiency-enhancement plans. Salary and benefit links were reinforced, and labor costs were managed more effectively. A 2013 Supplier Conference was held to reduce supply chain and inventory costs while controlling procurement risks. The company also strengthened oversight of business outsourcing and conducted comprehensive investment risk assessments.
In terms of information technology, the company launched a series of digital transformation projects and developed detailed management guidelines for IT construction. Safety production standardization was prioritized, and the company achieved zero major accidents in the first half of the year. Both the parent company and major subsidiaries met second or third-level safety production standards.
Technological innovation remained a core focus, with the company advancing its "Twelfth Five-Year" Technology Innovation Plan. It initiated 8 new technological innovation projects and 7 process improvement projects, aiming to enhance competitiveness and increase the contribution of new products. The company filed 33 patent applications, including 30 invention patents, and received 11 granted patents, including 6 invention patents. It was also awarded the title of "Beijing Patent Demonstration Unit."
Additionally, the company applied for qualifications for the Beijing Science and Technology Innovation Platform and was approved as two Beijing Engineering Technology Research Centers specializing in superhard materials and dental materials. It has now established 4 national-level technology platforms and 12 provincial and ministerial-level ones. The company also submitted three applications for the Beijing Science and Technology Award and one for the Metallurgical Science and Technology Award.
Regarding project construction, the company launched four major investment projects under its "Twelfth Five-Year Plan," including the "LED Supporting Refractory Materials Industrialization Project" and the "High-Performance Nanocrystalline Ultra-Thin Belt Industrialization Project." Several of these projects were in advanced stages of construction, with civil works largely completed and equipment installation underway. The "Large-Size High-Purity Rare Metal Target Industrialization Project" had finalized pre-construction procedures, and the Tianjin branch successfully obtained approval for the Tianjin New Materials Industrial Park project.
Finally, in line with industrial park development, the company launched the "Building a Beautiful Park, Showing Beautiful Antai" initiative, involving over 230 young employees as volunteers. The campaign promoted environmental protection, energy conservation, occupational health, and the company’s people-oriented culture, further enhancing its corporate image and community engagement.
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