The reason why Xingxing has developed so rapidly in just 22 years is mainly due to the construction of corporate culture, which is the driving force for enhancing employee cohesion, centripetal force and reputation. In the past few years, the Xingxing Party Committee has led the labor union organization to carry forward the corporate philosophy of Xingxing and Chinese people’s confidence in practical work and activities, refined the corporate philosophy of pioneering, hard work, truth-seeking, and innovation, and established a spark of Xingxing. , a firm confidence that can start a prairie fire.

1. Talent awareness: Talent is the driving force for the development of Xingxing. Respecting people and creating a harmonious and passionate environment for outstanding talents is Xingxing's pursuit. Xingxing has done a lot of work in introducing people, using people, training people, and retaining people. Xingxing attaches great importance to academic qualifications and abilities; focuses on theory and emphasizes practice; downplays seniority and strengthens contribution; downplays job titles and strengthens functions. Every year, Xingxing introduces a large number of professional talents of various types from various research institutes and colleges and universities, and assigns posts and responsibilities. Maximize the number of employees and make the best use of their talents; and boldly appoint young people with skills, drive, organizational and coordination skills to serve as department heads. Focusing on maximizing corporate benefits, we introduce target cost management, establish a dynamic personnel system, adopt a three-level employment method, strengthen performance appraisal, and directly link employee performance with benefits such as salary, housing, medical care, and insurance, so that employees can Pressure and motivation. Xingxing attaches great importance to the cultivation of talents. For example, in 1996, it sent more than 80 middle-level cadres to Hangzhou for a one-month corporate management training. In 1998, it sent 6 young cadres to Zhejiang University to participate in a one-and-a-half-month corporate manager quality training. In 1999, all branches across the country More than 40 of the company's marketing backbones went to Qingdao to participate in a one-and-a-half-month fully closed marketing manager potential training. In recent years, a group of technical cadres have been sent to Italy and Germany for inspection and study every year. They usually range from senior leaders to management talents at all levels. Various professional and basic trainings are carried out at all levels to update, supplement, expand and improve the theoretical knowledge and management level of cadres and workers, thereby improving the overall quality.

2 User awareness: The user is always right. The most important criterion for measuring the success of a business is the degree to which it satisfies its customers and provides consumers with products that are more satisfactory than those of its competitors. In terms of sales, in order to facilitate the purchase of consumers across the country, Xingxing established a marketing company and eight branches, and set up specialty stores in major cities to ensure sales by attracting large customers, and began to develop secondary and tertiary markets in 1999. , established a direct sales team, greatly broadening sales channels. Xingxing Refrigerator first entered the vast rural and township markets at a lower price, and then surrounded the cities with rural areas; in terms of after-sales service, Xingxing introduces new service methods every year, starting from the quality of 10,000 households in 1995 and the buying ideas in 1996. From the gold-giving campaign, the 1997 Daily 3.15 campaign, the 1999 Heart-for-Heart Service Project to the 2000 Starlight Super Value Service Campaign, while major companies prefer the market to profits and engage in price wars, Stars has Stable prices, win with service, and develop and produce high-quality, high-priced products to win profits. While expanding and consolidating the market, Xingxing users have received high-quality services, and Xingxing has also won the trust of consumers and laid a solid foundation. User base.

3. Awareness of innovation: Only by developing products that meet user needs can we truly win the market. In terms of product development, in order to meet the needs of modern consumers with multiple choices and rapid updates, Xingxing closely focuses on market demand and continuously launches marketable products. In 1998, Xingxing proposed a product development idea of ??focusing on one industry and spreading out two wings, that is, based on the freezer industry, it will make full use of the famous brand effect of Xingxing brand and actively develop kitchen and bathroom series products.

Following the technical reform principles of accurate decision-making, high starting point, low capital, and quick results, Xingxing continued to increase its efforts in technical reform. From 1996 to 1999, Xingxing invested 265 million yuan in technical reform of 7 projects, including several large projects. Technical transformation projects have been listed as key technical transformation projects at all levels. For example, the 100,000-unit vertical refrigerated display cabinet project in 1997 was a national second-phase dual-plus technical transformation project, and the 2098-year semiconductor energy-saving refrigerator project with an annual output of 200,000 units The project is a key technological transformation project in Zhejiang Province. The 1999 project with an annual output of 200,000 units of Jiebao is a national torch plan. The 1999 fluorine-free alternative transformation of the freezer received a grant of US$3.34 million from the United Nations. These major technological transformation projects The implementation has enabled the company's overall technical equipment to reach the domestic first-class level, product quality and grade have been significantly improved, variety adaptability and development performance have been greatly enhanced, product structure has also been comprehensively adjusted, new products have been launched one after another, and all have stable market shares. In 1998 and 1999, the updated products such as fluorine-free environmentally friendly refrigerators, hot and cold conversion display cabinets, semiconductor mini-refrigerators, and toilet bowls designed and developed have led the consumer trend, making Xingxing's product structure a step closer to diversification and high-end. With great strides, the industrial structure has also expanded from the refrigeration industry to the sanitary ware, kitchen equipment, and plastic processing industries.

4. Famous brand awareness: Famous brands are huge intangible assets for enterprises. The Star trademark was registered in March 1993, and more than 40 trademarks and defensive trademarks were registered on the same similar goods and other goods and services. In 1996, it passed Madrid international registration and country-by-country registration in 42 countries and regions. In December 1999, it was evaluated by the Well-known Trademark Review Committee and the Party Leadership Group of the State Administration for Industry and Commerce and was finally recognized as a well-known trademark in China. For a brand to become a famous brand, it not only requires the company to have a sound internal management system, a solid talent base, strong development efforts, superior product quality, and an excellent corporate image, but also needs to carry out good brand publicity. Xingxing has always worked hard to start a business, but Xingxing is willing to work hard on publicity. With the rapid increase in the company's economic strength, the company's annual brand promotion expenses increased from 5 million yuan in 1993 to 40 million yuan in 1999, and advertising coverage The area is also getting wider and wider, covering more than 20 provinces, cities, autonomous regions, and municipalities directly under the Central Government across the country. Various brand advertisements have been carried out across the country to not be outdone, so that the popularity of Xingxing in the country has continued to increase. Brand is the passport for enterprises to enter the international market and the patron saint of occupying the international market. Xingxing should also take the initiative to strengthen the foreign registration of trademarks and continue to participate in international registration, European and international trademark registration, etc. Make full use of the star brand effect to expand the domestic and foreign markets of star refrigerators, Bianjiebao, semiconductor refrigerators, display cabinets, kitchenware and other series of products, and do a good job in brand maintenance, use and other management work.

Five. Sustainable development concept: To achieve sustained growth, the most fundamental thing for an enterprise is to establish a supreme cultural concept. This cultural concept is the sustainable development of the enterprise. The secret of a company's sustainable development is to consider development opportunities at three levels of the company at the same time: the first level, developing and retaining core businesses; the first level, establishing new businesses; and the third level, selecting new businesses for the company's longer-term development. Moreover, these three levels of activities must be carried out simultaneously. The development of Xingxing fully takes into account these three levels of business operations. During the Tenth Five-Year Plan period, the development idea of ??Xingxing products is centered on two wings, that is, refrigeration products are the center, and bathroom series products and kitchen series products are two wings. The refrigeration product series is the core product of Xingxing. Currently, it mainly includes Xingxing brand freezers, display cabinets, semiconductor refrigerators, etc., all of which are at the forefront of the same industry nationwide. The performance of this core business has laid the foundation for Xingxing's development at the second level - Bathroom series products and kitchen series products represented by Jiebao and integrated kitchens are rising rapidly and become a new generation of Xingxing's flagship products, leading the consumer trend and making Xingxing's product structure a big step towards diversification and high-end. At the third level, focusing on the international business strategy, Xingxing’s product development goal is to use high and new technologies to transform traditional products while developing international high-end products. Now it has successfully developed wine cabinets, dishwashers, etc., and Has entered the European and American markets. Shanghai Star Technology Development Co., Ltd. has been formally established. Relying on Shanghai's important economic and cultural status, huge talent reserve, vast information sources, and good investment environment, it cooperates with various scientific research institutes and universities to carry out new projects with the most market prospects. Research and development of products, new technologies, and new materials. As the WTO approaches, Xingxing will make full use of the favorable conditions provided by the WTO, go abroad, look at the world, and make Xingxing an internationally renowned brand.