During the program, CCTV host Chen Weihong visited Philips Air Conditioning's R&D and production base in Chuzhou, Anhui, conducting an in-depth interview with Xu Zifa, Legal Representative and Vice Chairman of Enboli Electric Group. The segment comprehensively showcased Philips Air Conditioning's commitment to high-quality development and highlighted the strategic insights and breakthroughs of Chinese manufacturing enterprises during their transformation and upgrading process.
Influenced by the slowdown in real estate and investment, the overall demand in the home appliance market remains relatively limited, while aspects such as technological pathways, production models, and market competition rules have become relatively entrenched. Today, after multiple rounds of price wars, technology battles, and channel conflicts, the home appliance market has long become a "red ocean," and the air conditioning industry is no exception.
As a seasoned veteran in the air conditioning industry, Xu Zifa entered the market precisely when competition in this red ocean was intensifying. He publicly stated that Philips would "refrain from price wars," instead focusing on quality and innovation as the core path to breakthrough, demonstrating a commendable long-term development mindset.
Moreover, amid the severe "internal competition" or "involution," Philips continues to buck the trend by investing heavily in building its own production base. Xu Zifa's explanation for this is: under the OEM model, key details in R&D and production are often controlled by others, and the long-term durability of air conditioning products precisely depends on these "unseen details." By choosing to establish its own production and R&D base, Philips aims not only to achieve closed-loop quality control across the entire industrial chain but also to firmly grasp the initiative in innovation and the lifeline of quality in its own hands.
According to reports, Philips Air Conditioning's R&D and production base represents a total investment of 10 billion yuan. The project is being implemented in three phases: Phase I, covering household air conditioners, occupies 659 mu of land with a floor area of 450,000 square meters. Phase II, focused on commercial air conditioners, is currently under construction, while Phase III plans to cover multiple home appliance categories. Upon full completion, the total production capacity is expected to exceed 8 million units.
The facility features a "dark factory" where the fully automated injection molding workshop operates 24/7 without manual supervision. Robotic arms precisely construct the internal and external "frames" of air conditioning units. The final assembly process employs fully automated welding technology paired with an intelligent vacuum helium detection system, capable of identifying minor leaks that conventional inspections might miss. Additionally, an intelligent entropy-based testing system simulates various climatic conditions to comprehensively verify product performance.
On one hand, from the entry of component materials to final assembly, production in supporting plants, experimental testing, and finished product sampling, Philips Air Conditioning subjects each step to diverse performance simulation tests. By ensuring "visible quality" and "traceable standards," the company establishes a solid foundation for "healthy intelligent manufacturing." This commitment forms the core confidence behind its dedication to winning through quality rather than engaging in low-price competition.
On the other hand, Philips Air Conditioning demonstrates a user-demand-oriented innovation model through its complete product matrix and technological achievements. This approach enables its products to successfully escape the homogenized competition trap of "parameter stacking," thereby building a core competitiveness distinct from rivals focused solely on price wars.
"Building the enterprise through integrity, and the brand through quality" is not only the core value upheld by Xu Zifa personally but also a principle deeply embedded in the brand's development journey. During the program, Xu repeatedly emphasized that running a business must be guided by a conscience, and a responsible enterprise must be accountable to its consumers. Despite the soaring copper prices (ranging from 88,000 to 90,000 RMB per ton) and the significant proportion of copper used in air conditioners, Philips has chosen to accept lower profit margins rather than compromise on raw material standards, insisting on the use of copper components. In the program, Xu Zifa stated that the foremost principle is to avoid "cutting corners," asserting that only products made with genuine, high-quality materials can be considered truly qualified.
"This may be my last entrepreneurial venture, and it must be scaled up and strengthened to gain global recognition." With clear and firm determination, Xu Zifa stated that achieving the production capacity of 8 million units by 2028-2029 is only the first step. His greater aspiration is to use Philips Air Conditioning as a vehicle to embed the concept of "Made in China, Enjoyed by the World" deeply into the global consciousness.
CN
Sign In
