, Inner Mongolia job resume
Keywords: Brand, Refrigerator, OMA, OMA Fridge
Dianliang Network (www.dianliang.com) reports: "Who is OMA?" Like most people, even the mayor of Zhongshan City did not know who OMA was before the 2007 Canton Fair. What surprised the mayor even more was that this company under his jurisdiction was actually one of China's top three refrigerator exporters!
The phrase "hidden in the boudoir, unseen by others" could not be more fitting to describe OMA before 2007. The technically-oriented OMA chose to keep a low profile at the beginning.
OMA's first appearance in the domestic market was extraordinary and very characteristic of OMA. In October 2006, due to the controversial results of a certain organization's refrigerator testing, national authoritative institutions had to re-inspect the refrigerators on the market. The result was surprising as an almost unheard-of OMA refrigerator appeared on the list alongside famous brands like Haier! Interestingly, when the media announced this news, OMA was completely unaware!
What kind of company is OMA?
Taking large-scale production to the extreme
"One factory per year," this is what the people of OMA have been talking about recently.
By the end of 2006, OMA's second refrigerator factory was put into operation, increasing its production capacity to 3 million units. What does producing 3 million refrigerators per year mean? The minimum annual sales volume for companies in the first echelon of China's refrigerator industry is 3 million units. This means that OMA's production capacity has already reached the level to compete with the top three refrigerator manufacturers in China.
However, less than a year later, OMA found that the production capacity of 3 million units could not meet the rapidly growing demand. Therefore, at the beginning of 2007, OMA made the bold decision to start the third refrigerator factory. "We had no choice but to build it," said Cai Shier, General Manager of Zhongshan OMA Appliances Co., Ltd., with a worried look on his face. "Because we cannot fully meet customer demands, we have lost many orders."
This is clearly an interesting phenomenon: while most refrigerator companies cannot fill their orders, OMA's orders are overflowing.
According to Cai Shier, OMA's third refrigerator factory is expected to go into operation before the Spring Festival of 2008, with an annual designed production capacity of 2 million units, mainly focusing on small-capacity refrigerators. The products will primarily supply developed countries such as the United States and the European Union.
This means that the total production capacity of OMA's three refrigerator factories will reach 5 million units, making it more than sufficient to rank among the top three refrigerator manufacturers in China domestically.
"What is OMA's basis for achieving this?"
"With our quality and scale production capacity," according to the introduction, OMA currently has 13 OEM/ODM cooperation clients, including five international-level enterprises such as Whirlpool and Coca-Cola.
In the eyes of market researchers, the biggest problem for contract manufacturing companies is the difficulty in controlling product quality and the instability of orders due to insufficient large-scale production capacity, resulting in fluctuating order volumes. However, OMA's problem is just the opposite; because they cannot fully meet customer demands, OMA has to repeatedly apologize to their clients.
At OMA, the principle of customer first is quite evident. "If we cannot meet customer demands, we will lose them. This principle is simple." In OMA's list of OEM/ODM customers, many companies already have their own refrigerator manufacturing plants, yet they still place numerous orders with OMA. OMA's explanation is that their large-scale production capacity gives OMA refrigerators dual advantages in both quality and price.
It is precisely for this reason that OMA has long been well-known in China's refrigerator industry. Its enormous OEM/ODM production capacity and strict quality management system have earned OMA the praise of being the "Foxconn" of the Chinese refrigerator industry.
Three-pronged approach: Export, Contract Manufacturing, and Independent Brand
Looking at the growth process of Chinese enterprises in recent years, we can clearly see their growth trajectory. Most companies have experienced dramatic ups and downs, and many excellent companies that once existed are now difficult to find, as the saying goes, "each leading the trend for three to five years."
Prudence is the deepest impression OMA leaves on everyone who has interacted with them.
Before 2006, OMA was essentially a complete relocation of the original Ronshen refrigerator team. In 2002, Cai Shier, then Vice President and business leader of Ronshen Refrigerator, disagreed with the original company's management philosophy and led key figures like Wu Shiqing, a technical authority from Ronshen Refrigerator, to regroup and establish Zhongshan OMA Appliances Co., Ltd. Given the team's greatest advantage in technology and production, OMA positioned itself as an export and OEM company from the start.
This strategy was undoubtedly prudent and correct. At that time, the domestic refrigerator market was relatively stable, with strong brands showing little significant action, leaving few opportunities for new brands to enter. OMA assessed the situation and decided to "go international before domestic, OEM before independent brand." At the time, international companies had a strong demand for China's refrigerator OEM services. Many companies aspiring to enter this field were hindered by insufficient large-scale production capabilities, making it difficult to enter the international procurement system. This provided an opportunity for OMA, and within three years, OMA completely achieved capital accumulation.
Just at this moment, the domestic refrigerator market exploded. Starting in the second half of 2006, the demand for refrigerators in the domestic third and fourth-tier markets rapidly expanded. The long-awaited opportunity had finally arrived, and OMA...
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