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1、开山集团压缩机技术创新和战略定位Compressor technology innovation and strategic positioning of Kaishan Group一、 公司战略与定位1. Corporate Strategies and Positioning A 品牌定位A, Brand positioning 机械设备也有品牌问题。“目前在高端空压机市场，开山已将同国际顶尖厂商的价格差距，从原来的30%40%拉低到了百分之十几这已经很不简单;不过值得一问的是，同样甚至是更好的产品和服务，为什么不能卖同等的价格?比较合理的解释可能是，客户愿意为某些品牌支付溢价!”Bran
2、ding issue also matters in machinery & equipment field. “In todays high-end air compressor market, the product price gap between Kaishan and the leading international manufacturers has been cut from 30% 40% to about 10%, which surely is a remarkable achievement. However, what still worthy of conside
3、ration, is that why products and services with equal quality or even better cant have the same price? One possible explanation may be that customers are willing to pay a premium for certain brands!”曹克坚正试图强化市场对这一优势的认知，“把节能作为开山压缩机品牌的独特定位，要让用户一提起开山就想到它是最节能的。”可以判断，曹克坚是一个市场营销高手，对于定位理论有深刻理解。Cao Kejian is
4、trying to improve the market recognition for the above advantage that Kaisha offers, Energy Saving has been defined as the unique feature in Kaishan compressor branding, its objective is, whenever the name of Kaishan emerged, customers will associate it with the best energy saving product. There is
5、a good reason to believe, that Cao Kejian is a marketing master with deep understanding of the positioning theory.B 商业模式B Business mode“为此，开山在销售模式上也做出了创新。为了“让广大用户比较直接地认识到什么是真正的节能产品”，开山祭出了一个杀手锏推行合同能源管理服务模式。“For the same reason, Kaishan also introduced a innovative sales model. To help our customers h
6、ave a direct understanding of what a real energy-saving product looks like, Kaishan fired its silver bullet - promote EMC-Energy Management Contract service. “简单来讲，就是在推广节能产品的初期，我不用你出一分钱，只要你告诉我你现在在用的螺杆空压机每个月的用电量是多少，我免费为你更换一台开山的节能螺杆空压机，然后用每个月节省下来的电费作为购机和服务费用，直至付清。” “Simply speaking, in the early stage
7、 of the energy-efficient products promotion, you do not need to pay a penny, all you have to do is tell us your monthly electricity consumption with your current screw compressor, we will offer you an energy-saving Kaishan screw compressor, you can pay for the equipment and service with the money yo
8、u saved from your electricity bill until its paid up.”曹克坚说，开山之所以决定这么做，主要基于以下四点考虑：一是螺杆空压机是一种耗电量巨大的设备，一台空压机运行三个月左右的电费支出就相当于购机成本;二是开山对自身产品的节能优势非常有信心;三是国内在用的螺杆空压机中还存在大量能效水平较低的产品;四是这一做法符合国家节能减排的基本国策，顺应了时代潮流。According to Cao Kejian, Kaishans decision is based on four considerations. Firstly, the screw com
9、pressor is high power-consumption equipment, three months electricity bill for its operation equivalents to the purchasing cost. Second, Kaishan is quite confident in its product energy-saving advantages. Third, there are still a large number of low energy efficiency screw compressors in use domesti
10、cally. Fourth, this approach is consistent with the basic national policy of energy-saving and emission-reduction, and also follows the trend of the times.这样“硬碰硬”的打法来不得半点取巧，正是曹克坚一贯的风格。它在很大程度上拓平了节能推广中的非市场因素障碍，实现了参与各方及社会的共赢。Such a head-on approach does not allow any trickery, which also consists part
11、of Cao Kejians personal style. To a large extent, it removed obstacles of non-market factors in energy-saving products promotion, and achieved win-win for each party involved and for the community.不过，其中还存在一个关键问题，就是靠每月收取电费差额的办法来回笼资金，毕竟有一个周期，这期间的资金占用由谁来承担?初期规模小的时候可能还好说，随着规模的扩大，这恐怕不是一家企业能够承受得了的。对此，曹克坚表
12、示，开山已经在与相关金融机构协商，“将由它们来提供金融支撑，共同推广这一模式。”目前，开山已成功取得了一些点的突破，“反响很好”曹克坚决定再加一把火，使之形成燎原之势!However, there is still a crucial issue exists, i.e., if the return of funds depends on the monthly electricity bill differences, who will cover the expense of the fund occupation? After all, it takes much longer tim
13、e. At the beginning, as the size is small, it may be practicable. With the market expansion, it is probably not affordable for an individual enterprise. For this concern, Cao Kejian explained that Kaishan is working with relevant financial institutions, They will join us to promote this business mod
14、e with financial support. Currently, Kaishan has achieved breakthrough at some points, Responses are positive - Cao decided to step further, to add “a little fire to burn up a great deal of corn!”合同能源管理服务，这种方式可以极大推动公司销售，关键问题就是金融配套支持。这种方式类同于其它行业的融资租赁、分期付款等模式，如果没有金融支撑，光靠企业自身力量是做不大的。While EMC-Energy Ma
15、nagement Contract service could greatly help increase the companys sales, financial support remains as the major problem. Its similar to financial leasing, installment in the other fields. Without financial support, companies could not go further on their own strength.C 产业链延伸C Industry value chain e
16、xtension“跟螺杆空压机(商业模式)相近的东西，像离心空压机、真空泵、鼓风机等，问题都不会太大，我们原有的模式就能做好;真正具有挑战性的是螺杆膨胀机、冷媒压缩机这样的产品，我们相当于是进入了全新的领域。” “For products with business model similar to screw compressors, including centrifugal air compressors, vacuum pumps, blowers, etc, it wont be an issue because they fit our original mode perfectl
17、y. The real challenge comes from products including screw expander, refrigerant compressor, as they belong to novel market。尤其是制冷这一块，现在开山的做法还是“把压缩机卖给人家，由人家去做系统。去年刚刚起步，大约销售了500台左右”。Especially for refrigeration business, Kaishan currently “sales compressors in the market, leave the system integration b
18、usiness to be completed by others. We just started this business last year, with around 500 compressors sold”. 据不完全统计，目前国内至少已有2000多家公司在做制冷系统，其中绝大部分都不具备核心技术能力，与国外品牌相比主要靠价格取胜。在这样的行业形势下，手握颠覆性核心技术的开山要不要“前向一体化”去做系统? According to incomplete statistics, there are at least 2,000 domestic companies providing
19、 refrigeration systems, most of them do not have the core techniques, competition with foreign brands therefore mainly rely on price. In this circumstance, should Kaishan, backed up with a revolutionary core technology, choose to provide “forward integration” system? 如果做的话，以怎样的模式介入，胜算几何?成了眼下令曹克坚颇为踌躇
20、的问题。“这个产业有多大呢?开利一年大概能做一百亿美元，英格索兰特灵也是一百亿美元这是一个比开山现在在做的产业大得多的领域。”曹称，“这也正是诱惑我们的地方!” If the answer is yes, what kind of approach should Kaisha take? How many chances for it to win? This is what puzzles Cao Kejian the most at the moment. How big is the market? Carrier probably could generate ten billion
21、US dollars revenue a year, so dose Ingersoll Rand Trane - which is much bigger than Kaishan achieves currently. Cao said, This is what attracts us the most!”笔者认为，第一步肯定要把握核心制高点，就是主机。开山目前的主机依然还没有完全攻克对手市场，这种情况下就往下游延伸，分散了公司资源，也增加了推广难度，如果只做主机，下游客户就是空调厂商等，如果做系统，那么格力等客户就变成了竞争对手。The author believes, the fir
22、st step for Kaishan is to seize the commanding height, that is, screw. Kaishan hasnt taken sufficient market shares from its competitors yet, if it hurries to extend its business to downstream, the companys resources will be diluted, which will make its market promotion effort more difficult. If the
23、y focus on compressor manufacturing, air conditioning manufacturers will be its downstream customers, if they extend to system manufacturing, customers like Gree will be competitors.二、核心技术2. Core techniqueA 螺杆机A Screw Compressor螺杆式空气压缩机主要分为6 大部分，分别是螺杆主机、动力系统、冷却系统、电控系统、压力容器和润滑系统，其中螺杆主机是螺杆式空气压缩机的核心技术，
24、是进入该行业的最高壁垒。开山现在承担了螺杆主机的设计制造、压力容器制造两块业务，后续将通过自建或合作建设，新增冷却系统、电控系统和润滑系统的自制能力，进一步提升公司的综合竞争力和利润率。Screw air compressor is mainly divided into six parts, i.e., screw, power system, cooling system, electrical control system, pressure vessels and lubrication system, among which, screw is the key element tha
25、t composes the most difficult part for market access. Currently, Kaishan operates both screw design & manufacturing and pressure vessel manufacturing businesses. In the future, the company will further improve its overall competitiveness and profit rate through building up manufacturing cooling syst
26、em, electrical control system and lubrication system manufacturing capacity of its own or by cooperate with others.2011年时，公司产销螺杆空气压缩机约3.3万台，市场占有率已达到25%左右，规模优势给开山带来了成本优势。致力于掌握核心制造能力，实现了核心部件螺杆主机的自制，着力提高关键部件的自制率，建立了完整的垂直产业链。螺杆空气压缩机产品主要部件除动力部件(电动机、柴油发动机)外，其它主要部件均已实现了自制。相对于国内大部分空压机组装厂而言，具有显著的成本优势。In 2011
27、, the company has produced and sold about 33 thousand screw air compressors, with market share at around 25 %. The scale advantage has turned into cost advantage for Kaishan. Its commitment to master the core technology capabilities has resulted in the in-house manufacturing of the core part- the sc
28、rew, and its focus on increasing key parts in-house manufacturing percentage helped it built up a complete vertical industrial value chain. Compared to most local compressor assembly plants, Kaishan has a significant cost advantage, as the company can produce most part of the screw air compressor by
29、 itself, excepts the motor and diesel engine.“排气压力一样，我们假设国外品牌的排气量与其铭牌一致，为每分钟300立方，我们的电流值高于国外品牌不到19%，而排气量却高了28%，算下来，我们的能源效率要高于国外品牌9%左右，如果再考虑国产电机和进口电机在效率上的差距，我们的压缩机主机表现实际上还要更好一些”。“With the same air delivery, for example, the brand plate marks: air delivery=300m/min for Kaishan vs foreign owned brand,
30、the actual current value of Kaishan is less 19% higher than the foreign ones, but the actual air delivery of Kaishan is 28% higher than it. So it means the energy efficiency of Kaishan is 9% higher than foreign brand. With further consideration of the efficiency gap between domestic and imported mot
31、ors, the performance of Kaishan compressor is even much better.”不管如何，开山的主机效率确实领先对手一步。如果电机效率能够提升，那更是如虎添翼。In any case, the efficiency of Kaishan screw compressor is practically a step ahead of its competitors. The advantage will be further improved once the motor efficiency can be improved.为进一步满足和完善压缩
32、机公司螺杆空气压缩机自动控制系统集成需要，解决压缩机公司产业规划中各类新产品的自动控制系统集成配套开发、生产能力不足的问题，降低整机成本、提高质量，为公司的高端产品提供更为专业、配套的电气和控制系统，保证压缩机公司的持续增长能力，开山成立了全资子公司上海恺雷自控系统有限公司。上海恺雷自控系统有限公司将为开山各类压缩机提供自动控制系统配套服务，并承接用户项目自动控制系统的设计、安装和调试。To address its insufficient system integration and product manufacturing capacities according to its new
33、product development roadmap, Kaishan has set up a wholly-owned subsidiary of Shanghai Kailei auto control system Ltd Co., to supply Kaishan Compressor automatic control system for system integration, which enables Kaishan to provide specialized supporting electrical and control system for the compan
34、ys high-end products with better cost efficiency and product quality. Shanghai Kailei auto control system Ltd Co. will provide auto control system for all kinds of Kaishan compressors, and undertake design, installation and commissioning service for customers auto control system.B 离心压缩机B Centrifugal
35、 compressor高校中离心式压缩机方面的专家主要有上海交大的谷传纲教授、西安交大的王尚锦教授。谷教授长期从事离心机方面的研究，先后主持完成6项国家自然科学基金项目，在离心机三元流设计，压缩机组试验、监测及控制，系统防喘振等方面均有深入的研究，他所主持完成的多级离心压缩机气动设计技术与应用项目获2004年国家科技进步二等奖。王教授领导的西安交大赛尔机泵科研组，以独具特色的“可控涡叶轮设计理论”，在石化等领域的机组改造中有出色的应用。目前国际上对这种叶轮的加工大都是利用五坐标加工中心进行，一台五坐标设备大概从几百万到上千万不止，成本非常高。Professor GU Chuan- Gang f
36、rom Shanghai Jiaotong University and Professor Wang Shangjin from Xian Jiaotong University are the two famous centrifugal compressor experts from local universities. Dedicated to centrifuge studies for many years, Professor Gu has completed six projects supported by the National Science Foundation,
37、and are experienced in “the design of centrifugal compressor of three-dimensional flow”, “test, monitor and control of compressors” and “system anti-surge”. “The multi-staged centrifugal compressor aerodynamic design technology and application” project he sponsored won the second class of the “ 2004
38、 National Science and Technology Progress Award”. The unique “controllable vortex impeller design theory” developed by the “Ser Turbo Research Group, Xian Jiaotong University” led by Professor Wang has generated remarkable results after been used in the machinery renovation in sectors including petr
39、ochemical industry. Currently, this kind of impeller is processed with 5-axis machine centers around the world, which is very expensive, with costs about several to ten millions per unit.冷媒离心主机和离心式空气压缩机最核心的离心叶轮设计主要由开山北美研发中心Joost博士为首的研发团队负责。设计软件方面，开山已经购买了美国CONCEPT-NREC公司的专业离心机设计软件，CONCEPT-NREC是全球最为权威
40、的离心机设计软件公司，该公司设计的软件被国际大型离心机生产企业广泛采用。叶轮最核心的东西应该包括材料，这块估计是引进日本的技术或者进口日本材料，因为日本在新材料方面世界领先。形状和结构设计方面，国内只有上海交大的谷传纲教授、西安交大的王尚锦教授具备实力，而开山是通过美国的Joost博士为首的研发团队负责，理论上它设计出来的东西应该不会比国内设计出来的差。最后是制造，开山有两台HERMLE五轴加工中心用于离心压缩机叶轮制造。The centrifugal impeller, which is the key element of refrigerant centrifugal machine a
41、nd centrifugal compressor, is designed by Kaishan North America R&D center led by Dr. Joost. Kaishan has bought the special centrifuge design software from CONCEPT-NREC, the worldwide recognized centrifuge design software specialized company, whose products have been widely used in international lar
42、ge centrifuge manufacturing companies. The raw material, the core part of the centrifugal impeller, is probably imported from Japan, as the country is the global leader in new material development. In China, only Professor Gu Chuangang from Shanghai Jiaotong University and Professor Wang Shangjin fr
43、om Xian Jiaotong University are of the competency for the impeller blade shape and structure design. As Kaishans centrifugal impellers are designed by the team led by Dr. Joost, theoretically speaking, the result would not be inferior to the locally designed ones. In terms of manufacturing, 2 HERMLE
44、 5-Axis Machine Centers are used to manufacture the centrifugal compressor impellers in Kaishan .根据风机协会数据显示，2010年空气动力用小型离心空气压缩机销售规模约53亿元，2008年至2010年年均增速达到15%。目前国内小型离心式压缩机市场基本被外资品牌占据，复盛易利达、阿特拉斯科普柯、IHI寿力、英格索兰、三星5家外资公司市场占有率合计达90%。开山公司离心式压缩机已有订单，每台售价在百万以上，根据排气量不同，产品售价有所不同。2013年已开始小批量生产。According to the
45、statistics of China Fan Association, the market size of small centrifugal air compressor was approx. RMB5.3 billion in 2010. The growth rate reached 15% from 2008 to 2010. Today, foreign brands including FS-Elliott, Atlas Copco, IHI Sullair, Ingersoll Rand, Samsung are dominating the small centrifug
46、al compressor market with 90% share, Kaishan has received order, and began to produce in small batch in 2013. Price is above one million per unit but varies according to the flow capacity.C 工艺气体压缩机Process gas Compressor工艺气体压缩机开发进展良好。开山公司目前主要开发能源采集端气体压缩机，开山与成压厂合作为中石油开发石油天然气、煤层气用螺杆压缩机组、2540bar空气螺杆压缩机、
47、丙烷螺杆压缩机组等产品。能源采集端气体压缩机市场需求数量不多，在1000台以下，但单价较高，根据功率不同每台售价几百万至几千万，因此市场规模较大，可达几十亿元，将成为开山新的业绩增长点。The development of process gas compressor is advancing smoothly. Currently Kaishan is mainly focused on developing energy gathering gas compressor. Kaishan worked with Chengdu Compressor Plant to co-develop
48、the process gas compressors for CNPC, which is including oil gas, coal bad gas industry applied screw compressors, 25-40bar screw compressors, propane screw compressor, and etc. The market demand for energy gathering gas compressor is less than 1000 units, but, as the unit price is high, could costs several million to tens of millions, the market size is estimated to be billions of rmb, which is expected to be a new revenue generating business for Kaishan. 2011年开山与济柴动力总厂成都压缩机厂(以下简称“成压厂”)为实现优势互补，合作双赢，经多次友好协商取得一致意见，签署了共同开发螺杆机组的合作框架协议。In 2011, with aim to achieve complementary advantages throug