Text / Gaogong LED Zeng Congxiao Xiaoqin
Zhen Mingli Holdings (01868.HK) is a legendary LED listed company. Mr. Fan Banghong, the chairman of the group, started from the agent lighting products, from the production of traditional light bulbs to the downstream production of LEDs, such as LED Christmas lights, LED lights and so on. After that, the industry chain extended to LED packaging and upstream chip production, forming the world's largest complete LED industry chain is amazing. Recently returned to Taiwan to issue TDR (TPE: 911868) and was a complete success. In 1979, the founder of Zhenmingli Group was praised by the media as the president of “Global Light Emperor†and “Light Godâ€. Mr. Fan Banghong transferred the company’s production base to the mainland, and with the cost advantage of mainland China, combined with Taiwan’s technological advantages, quickly opened the country. Outer market. At present, the group has epitaxial factories, packaging factories, LAMP, SMD, photovoltaic power plants, lighting factories, stage lighting factories, LED street lamps factories, laser factories, PCBA factories, wire factories, granulation factories, parts factories, etc. that produce LED chips. In a branch factory, almost all materials are made by themselves, and the product self-made rate is over 95%. At present, Zhen Mingli has a market share of more than 50% in the global LED application lighting market. The group has opened up the domestic market with more than 10,000 products of NEO-NEON “Yinyu†brand, providing the best quality and cheap silver rain LED application lighting products to consumers. Recently, Mr. Qiu Guanjia, Director of Marketing Department of China Mingli, shared his experience and ideas with Gaogong LED reporters.
Mr. Qiu Guanjia, Director of Marketing Department of China, interviewed Dr. Zhang Xiaofei, CEO of Gaogong LED
Gaogong LED: What is your domestic brand promotion strategy?
Qiu Guanjia: Domestically, it uses neo-neon silver rain, and foreign countries use Zhen Mingli or neo-neon, mainly depending on market attributes. In addition to the different brands, the quality standards must be the highest unified production in the world. We are the only listed company with vertical integration in the upper, middle and lower reaches of the world. We also have more than 30 years of experience in promoting foreign countries. Our complete industrial chain has also accelerated the shortening of product experiment and production cycle, and can quickly respond to the market. This is the general It is very difficult for companies to do it. Vertical integration and key technologies are also our core competencies. The domestic popular LED products are basically started from abroad, and the European and American markets are 3-5 years faster than the domestic market. So we know what products will be popular in the future. Our R&D and manufacturing technology is very mature. It is believed that there is no doubt that strong media brand exposure and product integrity allow consumers to know the real silver rain lighting in the experience.
The significance of "China Heart China Silver Silver Rain Lighting" is that we have combined domestic well-known colleges and universities, such as South China University of Technology, Fudan University, etc. Chinese people are committed to making international-level Chinese chips. Manufacturing and marketing in China is the pride of our Yinyu people and the pride of the Chinese. Our new domestic official website (http://china.neo-neon.com/) is also presented in a brand new style, with many features added. The “Light Valley†Experience Center has also been publicly tested, including the e-commerce LED HOUSE. It is the world's first B2C shopping website for LED application lighting. It is doing internal testing. It is expected to be available online at the end of January this year, allowing consumers to purchase the best silver rain LED application lighting through keyboard click-to-card transactions at home. Products, and enjoy the quality after-sales service of the nationwide warranty.
Rights protection against counterfeiting is also the focus of this year. China's marketing department, legal department, and rights protection department will slap the power of infringing factories, businesses, and websites to clean up the source, clearing the source, resolutely eradicating infringement and inferior products, and removing false reports to see and hear. We believe that this year will be a very important year for Yinyu. In the international stage, Zhen Mingli has also increased the intensity of the domestic market and shared the best silver rain LED products with the Chinese. Arrived. The government has vigorously fostered the green energy industry and vigorously promoted the energy-saving advantages of LED. The country has begun to pay attention to environmental protection and energy conservation. The era of replacing white light with traditional white light has come. It is expected that Zhen Mingli’s China market performance will double this year compared to 2009. We will maintain a cautiously optimistic attitude to meet the challenges. We are confident in the promotion of the domestic market. I believe that in the near future, Yinyu NEO-NEON will shine everywhere in China, and silver rain will be seen from the city to the countryside. LED products, let consumers experience "there is a silver rain LED is really good."
Gaogong LED: I have a suggestion to make your gallery a promotional film so that more people can understand your products.
Qiu Guanjia: We have opened exhibition centers in offices or dealers across the country, so that consumers across the country can quickly experience the silver rain LED products. Various project cases will be displayed on our website. In the "Light Valley" experience pavilion, there are future pavilions, living pavilions, business pavilions, laser pavilions, roads, pedestrian streets, etc., so that consumers have a deeper understanding of our products.
In the future, we are considering establishing a platform for interacting with engineers, putting Yinyu LED products into engineering projects designed by engineers, and letting everyone know about Yinyu LED products through design interaction, and our excellent 10,000 products are in the future. The charm presented in different designs can also drive the top rate of the full range of Yinyu LED products in the project.
At the same time, we can do some placement marketing, make product images into elaborate gif images, and communicate with each other in network communication, and use QQ, Kaixin, SKYPE and other network tools to promote Yinyu LED products. We can also put so many classic engineering cases into the desktop background so that netizens can download and share together. Each project case represents our strength and pride.
High-tech LED: What kind of market strategy will you adopt?
Qiu Guanjia: There are many brands in the LED product market. The current quality is also uneven. Some manufacturers even use inferior products to seduce consumers, which also causes consumers to distrust their LED products. We have mastered a strong technical strength, more than 1,000 patents, and a strong independent innovation capability. Silver Rain LED products consistently adhere to high quality standards and the most rigorous testing to ensure the quality of Silver Rain LED products. Our persistence in quality and perfect after-sales service have been recognized by consumers, and we must also establish a new paradigm for the market.
In addition to intensive cultivation in the original engineering channels, Zhen Mingli has also started quickly in the LED white light lighting market and has achieved results. The “Ten Thousand Miles†“Ten Cities and Ten Thousand Miles†LED street light project is also ours. We also have good results in the upstream chip and package LED sales. After expanding the production capacity in the future, we will supply the corresponding enterprises more deeply and maximize the benefits. Why do many merchants like to buy chips and packaged products from us? The reason is very simple, because we have accumulated upstream experience from downstream products. We know what chips are most needed by customers. Self-produced chips are used in the marketing of silver rain products. The world's most popular supermarkets are favored by quality assurance, and the price is more advantageous than the international manufacturers.
In terms of hidden channels, we will also lock up colleges and universities to hold campus forums, because young people are more accepting of LEDs, but they will not impose them. Starting from the idea of ​​promoting energy conservation and emission reduction from the beginning of you and me, it is a wise choice to love to use the silver rain LED products. We have set up a designer interactive exchange meeting and a national silver rain dealers association in the country, through the interaction of each other to distance and experience sharing, and then combined into a dense distribution network to strengthen the layout and seize the domestic LED market billion business opportunities . In the future, as long as there is a silver rain LED in the place where there is light, we have the ability to cut in, for example, actively plan to cut into the application lighting module, LCD TV and notebook computer (NB) backlight supply chain market.
We have a strong layout of the Yinyu brand, and believe that after the intensive market is the season of our autumn harvest. In this process, of course, the support of the media platform is needed. The market has a strong market acumen and closely integrates with the marketing department of Zhen Mingli to share market interaction and information. We are happy to accept suggestions, provide good ideas and suggestions, develop better products, and benefit the domestic market.
LED HOUSE physical store is also one of our directions, or the physicalization of our website "Light Valley" experience, let consumers feel the charm of LED immersively, and even develop the world's first full LED application lighting Intelligent famous sightseeing and tourist attractions. Accelerate the new era of LEDs through experience. In terms of national after-sales outlets, we currently have 21 offices in China, providing local services, and assisting in customer engineering design, product consulting and after-sales service. Next year plans to expand to more than 30 to provide more intimate customer service and meet market demand.
High-tech LED: At present, Zhen Mingli has occupied more than 50% in the global market. Enterprises that can reach such a high level must have its core competitiveness. What is your core competitiveness?
Qiu Guanjia: We have five core competencies:
1. Cost control capability: Zhen Mingli is the only listed company in the world that completes the vertical integration of LEDs in the middle and lower reaches, so it has more powerful cost control capabilities.
2. Quality control ability: We have good quality control ability to strictly control the QC & QA control of the product. We can not neglect every link in the process, and standardize each product process.
3. Delivery time control ability: Because of the successful integration of vertical integration, the Group has the most complete ERP system. The customer can fully grasp the progress of each process from the second of the order, and use the internal network of the group to purchase. Every step of ordering, production and shipping is closely integrated, and every order can be handed over to customers worldwide as scheduled.
4. R&D capability: With more than 300 senior R&D engineers and technicians, equipped with the world's most advanced R&D equipment, it develops thousands of LED series products every year, which is not only advanced in technology, but also fashionable and of high quality.
5. Product design ability: A good company should consider the customer when planning and designing the product. We will do it intimately. Yinyin Lighting Design Co., Ltd., a subsidiary of Zhenmingli Group, has many famous product designers and lighting designers. Recently, a number of well-known designers have been hired from Europe to participate in product design, and the product design level has reached the international level.
More than 90% of our own research and development products have passed international safety certifications such as UL, ETL, CSA, GS, VDE, CE, IMQ, BS, SAA, etc. At the same time, the company is also a member of UL and a silver member of the international CIE. These powerful and powerful Quality certification shows that Yinyu LED products with strong technical strength are definitely the first choice for consumers.
For LEDs, the European and American markets have strong acceptance, and the intellectual property protection there is also better. This is one of the reasons for our success. Now that market demand is changing, we are gradually turning our attention to China, and the future market is in China. To open up the domestic market, first you have to have good products, then you have to have talents, the domestic market is a big stage, see how you play. As for why we can occupy such a large share in foreign markets, first, the use of our true bright NEO-NEON LED products has become a fashionable consumption habit, and the market itself has a large capacity. The second is that we are highly competitive and attract a lot of capable people, including technical and market talents. The current market is ever-changing, and I feel that the domestic market is likely to surpass foreign markets in the future.
High-tech LED: In foreign countries, you use NEO-NEON, you use silver rain NEO-NEON in China. Does the Silver Rain brand include all product lines? What are the key projects of the Yinyu brand recently?
Qiu Guanjia: Located in the production base of Guangdong Heshan Zhenmingli Group, it has the most advanced production equipment and the highest standard testing instruments and the most professional talents. It produces LED application lighting products and markets them worldwide. In addition to different countries' safety and access standards and brand-based regional production, the other is to adopt uniform production standards, we also set a special production line for the OEM part to ensure product standards. The Yinyu brand includes LED white lighting, decorative lights, LED street lights, landscape lighting, stage lasers, fiber optics and other product lines. The brand “Yinyu†has already started in China. In the national government and local key projects, silver rain products are seen to compete with the moon. Each silver rain LED is like a guard standing guard. Beijing Olympic Celebration Square, Qingdao Sports Center, Shanghai World Expo Performing Arts Center and several Expo theme pavilions all refer to the use of Yinyu NEO-NEON products, the world's longest high-speed passenger line "Wuguang Railway", dozens of domestic LED street lights Engineering and so on, are all using Silver Rain LED application lighting products. The Yinyu brand has been deeply rooted in the hearts of engineering elites. The choice of Yinyu LED products is equal to “the perfect interpretation of the perfect interpretation of lightâ€. Therefore, many large engineering companies and government projects in China have designated Yinyu LED products because of the choice of silver rain. Brand is the guarantee of quality.
High-tech LED: As a very large-scale enterprise, what kind of corporate culture does Zhenmingli Group have? How does this culture affect the true Ming itself?
Qiu Guanjia: Each of us has a heart that is passionate about LEDs. We all take a joyful heart to participate in the once-in-a-lifetime LED white light illumination, and take pride in subverting the traditional lighting feast. Mr. Fan Banghong, President of Zhen Mingli, seems to be an erudite elder in my sense, and tirelessly guides us into the field of LED. Mr. Fan unselfishly shares his life's valuable experience with us in meetings and exchanges, enabling us to grow rapidly. He is like an inexhaustible treasure. We have questions to ask him. He always tells us without reservation, teaches us to be happy, and often uses humorous quotes to let us enjoy it quickly.
Mr. Fan told us to implement it as long as there is a good idea, to make the efficiency work, to turn the idea into innovation, and to let go of it. If you make a mistake, you can quickly correct it from mistakes, learn valuable experience from mistakes, and then accumulate it. Success, his lifelong commitment to the field of "light". China has a bright future. With the visionary and wise wise man like Mr. Fan, I personally feel that it will speed up the domestic LED white light lighting to replace the traditional light source, at least 3-5 years earlier.
The Ming Mingli Group has many branches, divisions and branches throughout the world, and Mr. Fan is fully authorized. After everyone discussed the resolution in the meeting, Mr. Fan quickly set goals. We will immediately formulate the plan, and after approval, it will be implemented by various departments. On the stage of our group, as long as you have the ability, there is room for you to fully demonstrate the company's respect for knowledge and talent. Everyone here is automatically and spontaneously focused on completing the work in hand, because everyone is united, so every new product developed just started to set off a new market trend.
High-tech LED: What kind of business is your ideal silver rain NEO-NEON, or how do you feel when you mention the real bright or silver rain?
Qiu Guanjia: Of course, we hope that everyone will mention LED white light lighting, think of LED commercial lighting, think of LED street lights, think of engineering lighting, think of light when you can think of silver rain, because silver rain NEO-NEON is synonymous with new LED light source. I hope that consumers who buy our products will feel value for money, trust and rely on our silver rain LED lighting products.
I just mentioned that our company is people-oriented, and Mr. Fan is only applicable. Today, no matter which country you are from. As long as you have the ability to have the stage for you to play, this is difficult for other companies to do. The global LED industry needs to find such a comprehensive group to let you enjoy, I personally feel that there is no.
The Chinese government attaches great importance to LED lighting and is actively promoting it. The problem we are currently facing is that consumers' understanding of the new light source of LED white light is not deep enough, and the understanding of LED white light needs to be further improved. Therefore, as the first brand of China's LED, Zhen Mingli has the responsibility to advocate. Of course, when most people accept LED white light, it is also our harvest time.
High-tech LED: Do you think there are any competitors in China, or do you not see competitors with telescopes?
Qiu Guanjia: Yinyu has the responsibility to lead the domestic market. Now it is working hard to develop more affordable LED white light, reduce the cost and improve the light efficiency and create a more comfortable new LED light source. We have the strength to create new market new product standards, and to develop LED white light lighting standards that are more in line with consumer demand, because the advantages of vertical integration success have created our rapid development of the market. The light efficiency of True Mingli LED chip has reached 115LM/W, and the epitaxial chip has exceeded 2350MCD. At present, 15 MOCVDs have been purchased and will be put into production this year. In the next two years, it plans to expand to 100 MOCVD and even more, so that the cost will drop rapidly to become the world's largest upstream chip manufacturing base, so that China Heart and China Core's Silver Rain Lighting will be launched from Guangdong. Jiangmen radiates to every family in the world.
Every business has its own characteristics, and it is difficult to make accurate comparisons between enterprises and enterprises. LED white light is a new light source, and it is also the trend of the times. In general, LED white lighting such as office lighting, commercial lighting, home lighting, etc. has a huge development space and replacement market, mainly depends on who has strong strength and strong cost advantage. We have cutting-edge product design capabilities and many advantages. I believe that the chances of Silver Rain winning are absolute. I believe that only Silver Rain has the strength to lead the domestic LED application lighting market trend. "China Heart China Silver Silver Rain Lighting" is the pride of the Chinese people. After the silver rain NEO-NEON beautiful light around the earth hundreds of laps, then create A legend of "world light and silver rain".
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