Zhang Zhaoji: Make The Polaris More Brilliant.

From 1915 to 2008, after nearly 100 years of grind, the national watch brand "Yantai North Star" has become a 100 year legend of the domestic watch industry.

Recently, the "market reporter" interviewed Zhang Zhaoji, the head of the state-owned enterprise, in the "30 years of reform and opening up, the launching of the modern bell making industry". He said with deep emotion: "I have a strong sense of mission and responsibility in the work of the north star. This is not only because of the long time I work here, but also because of the profound national culture of the Polaris and the inheritance of the blood of the Chinese nation.

Zhang Zhaoji grew up as a chairman of the Polaris state holding limited company. He personally witnessed the development of the Polaris reform and opening up in the past 30 years.

As a leading bellwether in the domestic clock industry, Polaris began to operate in the 90s of last century.

Like many old brand enterprises, the common failing of state-owned enterprises restricts the survival and development of Polaris.

Zhang Zhaoji used a figurative analogy to explain the situation of the enterprise at that time: the North Star was like a warship. Although the damage was slow, the ship was still intact. As long as the key equipment such as the engine was overhauled, and the things that impede rapid progress were removed and replaced, the warship with several decades of strength could fully participate in the modern war.

In order to fundamentally break the shackles that affect the development of enterprises, Zhang Zhaoji, with the support and assistance of the Yantai municipal government, resolutely implemented the plan of tackling difficulties and tackling difficulties by "bankrupting a batch, closing down a number of diverts". After more than three years' efforts, the problem of the development of Polaris was basically solved.

In 2005, Polaris lost its profits and was named China's famous brand product.

Zhang Zhaoji is well aware of the drawbacks and shortcomings of the time-honored brand enterprises. At the beginning of his term of office, he pointed out that enterprises should focus on the development of clock and watch, and strive to achieve a balance.

We must grasp the core of the strategy and grasp the finished products together.

Products should start from the middle and low end market, gradually strive for high-end, and ultimately occupy the high-end market.

Since 2002, bell products have developed seven series of nearly 100 varieties.

Since 2004, two series of quartz and machinery products have been developed, developed and produced.

The enterprise has formed four kinds of watches and core products of various colors.

In recent years, the mechanical cuckoo clock, the mechanical Tourbillon clock, the floor clock, the bell clock series and the finished watches of the Polaris have been welcomed by consumers, and have won broad market development space.

In the past few years, with the development of innovation and development, the problem of old brands has become more and more serious. In addition to institutional factors, it is more important that innovation is lagging behind.

Zhang Zhaoji realized that the development of the time-honored brand in the "Spring Festival" is inseparable from innovation.

He pays close attention to enterprise innovation from three aspects.

First of all, it is the mechanism innovation, the improvement of corporate governance structure, the restructuring of the company to market and specialization, and the establishment of a new enterprise mechanism.

The second is management innovation, create more effective resource integration mode, and establish an organization with flat management and function integration to make it operate effectively.

The third is technological innovation. Only with first-class technology can traditional industries achieve their commercial value.

Polaris has become the largest and most watch and watch company in the world.

Zhang Zhaoji always insisted on building talent as the most important part of enterprise management. He paid attention to training talents, attracting talents, retaining talents and maximizing the role of talents.

In recent years, Polaris has focused on absorbing multi-level talents, and actively fostering and discovering existing talents. The implementation of talent strategy has been fruitful.

In the face of the fierce competition in the two domestic and international markets, Zhang Zhaoji said: in recent years, the rapid development of new enterprises does not mean that the time honored brands are not competitive.

Heavy historical accumulation provides the old brand enterprises with natural intangible brand resources, and cultural connotation is an incomparable advantage of the emerging enterprises.

The reason why Polaris, as a time-honored state-owned enterprise, is enduring for a long time, depends on the brand influence and accumulation of deep corporate culture in the past hundred years of development.

Zhang Zhaoji has confidence in the future development of China's watch industry. The production and consumption of watches and clocks in China are among the highest in the world. The difference between the styles, appearance and quality of watches and clocks is narrowing with European products. Some watch and clock enterprises have become world-class qualified suppliers.

In the aspect of the quality of the watch, the similar products of our country and Switzerland and Japan are getting closer and closer.

This shows that China's clocks manufacturing technology has reached the international level, and the only distance is brand awareness. It is a heavy cultural accumulation of overseas watch industry.

He told reporters: in order to achieve breakthroughs in China's watch industry and resist the impact of foreign brands, the most important thing is to start with the enterprises themselves, take the brand strategy and create their own brand of watches and clocks.

At present, Polaris has established watches and watches flagship stores in Beijing, Shandong and other places, facing high-end consumers, implementing terminal sales, and main high-end products.