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【Opening Remarks】
As one of the eight key industrial cities built during the "First Five-Year Plan" and "Second Five-Year Plan" period, Zhuzhou once gathered a large number of old factories. In the hearts of every Zhuzhou person, there is more or less a memory of the old factory. These old factories carry a glorious industrial history, fill the memory of a city's development, and also engrave the youth of many people. Nowadays, some of them are gradually covered with dust over the years, leaving behind mottled machines and barren grass in the courtyard, while others have turned around gorgeously and ushered in a new life.
Hunan Daily, Ben Video, Sanxiang Metropolis Daily, and Hunan Daily Zhuzhou Branch, launched a series of reports on "Stubborn Old Factory".
Text/Video: Sanxiang Metropolis Daily All-Media Reporter Yang Jiegui Hunan Daily All-Media Reporter Liao Yigang, Li Yongliang, Liu Yunxia
On April 9, in the workshop of Zhuzhou Southern Motorcycle Co., Ltd. (hereinafter referred to as Southern Motorcycle), Dongjiayuan, Lusong District, Zhuzhou, workers were busy, and a brand-new motorcycle completed the gorgeous transformation from parts to new cars, and slowly drove down the production line. As of the end of March, the sales of Southern Motorcycle this year reached more than 47 million yuan, a new high.
Southern motorcycles, in the 90s of the 20th century, were popular in Hunan and even the whole country, known as "a generation of classics", and gradually disappeared because they could not keep up with the times. Southern Motorcycle, which has not been heard from for a long time, has returned to the public eye after experiencing a trough.
Lonely: From annual sales of 300,000 units to the brink of life and death
The predecessor of Nanfang Motorcycle was Zhuzhou Arsenal, which was founded in 1950 and later renamed "Zhuzhou 331 Factory", focusing on the development and production of aero engines. In 1982, the military industrial enterprise switched to civilian production, and Zhuzhou 331 Factory established the state-owned Southern Power Machinery Company to produce Nanfang brand motorcycles and launched the Nanfang 125 model.
"South 125 is the memory of a generation. Mr. Chen from Changde recalled that in 1995, the family's first motorcycle was a Southern Motorcycle. ”
Because of its simple structure, strong power and relatively affordable price, in the 90s of the 20th century, Southern Motorcycle was deeply loved by consumers.
"At that time, 1 kilometer from the Southern Motorcycle Factory, there were trucks from all over the country to pick up the goods. Miao Jinkui, the administrative minister of Southern Motorcycle, recalled that relying on this motorcycle factory that can produce complete vehicles, a motorcycle professional market has also been built nearby. At its peak, the annual sales of Southern Motorcycle were as high as 300,000 units, and it was the only special motorcycle for the 11th Asian Games, with more than 2,000 employees......
At the beginning of the 21st century, with the acceleration of reform and opening up, private capital involved in research and development, new categories and new technologies continue to emerge, and the two-stroke engine of Southern Motorcycle has gradually lost its advantage and is no longer the first choice of consumers.
In 2009, after restructuring and reorganization, Zhuzhou Southern Motorcycle Co., Ltd. was established. After that, electric vehicles surged, the "motorcycle ban" resounded all over the country, the motorcycle industry as a whole was cold, and southern motorcycles came to the brink of life and death.
Innovation: pay close attention to product upgrading and turn losses into profits
In 2017, the development of Southern Motorcycle encountered a key turning point. Li Qihua, the former agent of Zhejiang, took over the lonely enterprise, and the company also completed the identity transformation from "state-owned" to "private".
How to break the game? On the basis of the original Southern 125 style, the Southern Motorcycle has been improved and upgraded, but the performance of "throwing stones to ask for directions" is not good, and it continues to lose money. After a full investigation of the market, the company took out more than 600 yuan for new product research and development.
In 2021, after 3 years of precipitation, Southern Motorcycle launched a retro scooter, once it was listed, coinciding with the rise of motorcycle leisure culture, the model was recognized by the market for its beautiful retro shape, intelligent network and excellent driving experience.
This year, the company turned losses into profits.
"With a fuel tank of 14 litres and a range of up to 550 km, it can be used for long-distance motorcycling, especially among young people. Bai Bin, technical director of Southern Motorcycle, said that the model has become a hot-selling model of domestic retro motorcycles. In order to meet the market demand, Nanfang Motorcycle built a new production base in Taizhou, Zhejiang. "In 2023, our sales will reach more than 150 million yuan, and this year it is expected to reach 300 million yuan. ”
Southern Motorcycle ushered in a new opportunity, allowing local governments to see the dawn of industrial revitalization. In September 2023, Chunfeng Power, a world-renowned power sports brand, cooperated with Yamaha Motor Co., Ltd. of Japan to establish Zhuzhou Chunfeng Yamaha Motorcycle Co., Ltd. Currently, the company is conducting research and development of new products.