OREANDA-NEWS. December 28, 2011. Confronted with the complicated and confusing economy and market of next year, Baosteel Ltd. takes "Be Prepared for Progress in Times of Danger, and Planned in General to Create New Advantages of Marketing" as the target, keeps driving the corporate marketing and service, so that the enterprise can maintain steady development in the always changing market, and realize value maximization. This is the message from the 2012 marketing summit of Baosteel Ltd. held on December 23. Chairman Xu Lejiang of Baosteel Group Corporation, president Ma Guoqiang and vice president Li Yongxiang and Wang Jing of Baosteel Ltd. attended the meeting.

This year, the international and domestic economy sustains turbulence and depression. Since the second quarter, the steel demand has been slumping, bringing tremendous challenges to products sales, production and sales balancing, market share, customer service and the corporate operating profit guarantee. The marketing system of Baosteel Ltd. mobilized all the staff to firm the confidence and respond actively under the support of each plant, department, functional department and research institute, completing the sales tasks and various managerial requirements sent down by the company. Next year, the steel enterprises will face extremely severe operation environment. Therefore, the guiding philosophy of marketing work next year is: implementing and executing the corporate strategies, synchronizing and guiding the demands; take product differentiation and service differentiation as the main line; take product operation, cost improvement, premium product development, solutions and environmental management as the themes, to become the strategic partner that can provide worthy products and services to the customers.

Ma Guoqiang required in the speech that the market competition and economic environment keep changing, and the competition will become more and more intensified, so the marketing system must consider actively how to respond to the challenges in future. He pointed out that the direction, target and route of enterprise operation mechanism with customers as the center have become more and more distinct, he wished that the framework of enterprise operation mechanism with customers as the center can be built up next year; the marketing system shall make some changes in the marketing strategies and approaches; brand construction and publicity must have detailed planning. He encouraged the staff of marketing system to carry out the work vigorously and passionately, and build a more streamlined marketing team of higher efficiency and level.

Xu Lejiang pointed out in the speech that Baosteel can get hold of the general trend of market development, but can not seize the rapid changes in the process. Now the steel industry has passed the stage of preparing for danger in times of safety, the rapid capacity expansion and highly volatile market will not change with our wills. In such a context, we have advantages as well as weakness. We must keep calm, be prepared for progress in times of danger, and create new advantages to respond to the fierce market competition. He emphasized that introspection is required to create new advantages: whether some habitual thinking and practice in the pass can fit in with the developmental needs at present;whether the advantages accumulated in the automotive sheets can be used for references to form own advantages in variety. The market forces the enterprises to develop, rather than waiting to be forced, we should take the initiatives to work in a down-to-earth way with the sense of urgency and crisis; strengthen top-level design, the managerial staff must have the passion and be in the status, walk to the market and site, keep deepening the reform, drive the enterprises to follow the road of sustained development and maintain the best performance in China.