The key to the growth of LED company's strength

The Joseph Nye, a professor at Harvard University in the United States, put forward a country’s theoretical system of soft and hard power, clearly expounding the manifestation of a country’s soft and hard power and the nature of the changing world power. The hard and soft power of a country determines its position in the world structure. Similarly, for a corporate entity that is a constituent element of a country’s economic system, the firm’s soft power and hard power determine its position in an industry. The hard and soft power is the fundamental basis for enterprises to participate in market competition, and is also the basic source of their core competitiveness. In any situation, in any development period, corporate soft and hard power is the key to determining the sustainable development of enterprises and even their survival.

At present, there are still only a handful of enterprises in China's LED lighting industry that can achieve the thickness and depth of their hard power, and those who have achieved the best in soft power are even more in short supply. China is the largest application market for global LED lighting applications. The next 3-5 years will be the most competitive market for China's LED lighting market. Wanting to win a seat at this stage requires the company to have the strength to want to The lighting companies that can stand out from the stage, lead the industry, and guide the application will need to develop deeper internal strengths. They will have to work together in a two-pronged manner, rigid and soft, and soft and hard. In fact, successful companies such as domestic Lenovo, Haier, Gree, Midea, South Korea’s Samsung of neighboring countries, Panasonic of Japan, and GE of the United States on the other side of the Pacific have successfully demonstrated the dominance of hardware and software in the industry. .

Zhaoxin Group, which has a history of 50 years, is one of the leading players in China's LED lighting industry. In the daily operation and management process, it not only pays attention to the construction of “hard power”, making it more powerful; it also strengthens the building of “soft power”, establishes a good brand and reputation in the industry, and is respected by the outside world and allows employees to be loyal. We are proud of it; we are also creating an innovative culture and consumer-oriented awareness, making it more market-oriented and healthy.

Balanced coordination of corporate strengths is the key to maintaining the growth of corporate strength. Then, what is the key to the corporate strength factor?

The key one: leaders highly determine the height of the company

One day in 2006, the directors of the Zhaoxin Group gathered in the conference room. This time, they were not deliberating on a decision that would affect the direction of the group, but rather to meet the employees of the “petition”. The story begins with Liang Fengyi, Chairman of Guangdong Zhaoxin Enterprise Group Co.

In 2006, Liang Fengyi resolutely withdrew orders that did not create value, projects that did not have development prospects, and companies that did not have a competitive edge. A large range of retired people encountered strong resistance. For Zhaoxin Group's retired orders and enterprises that have an annual output value of more than 80 million yuan and a profit of several million yuan, this category is still making money. Because of the heart of the Zhaoxin Group, the employees performed even "anxious than the leaders," and a petition came up. In the “Employee Appreciation Conference”, Liang Fengyi analyzed the employees, the advantages of cheap labor costs were decreasing, the profitability of foreign trade exports was decreasing, and the prospects of traditional low-end manufacturing industries were very difficult. Take for example one of the “still making money” furniture factories that have been retired. In fact, the profits of the factories are used in anti-dumping. In addition, the future of wood raw materials is difficult to sustain. “If it is really too late to wait until losing money, it will be too late. We should advance towards the LED industry of the energy-saving and environmental protection industry that conforms to the national scientific concept of development. Two years later, the financial crisis has come. Lighthearted Zhaoxin spent his days in the financial turmoil.

In the financial turmoil, many of the old giants collapsed, and Zhao Xian not only survived, but also achieved an upgrade from traditional low-end manufacturing to high-tech industries in advance. This has to be attributed to the vision and wisdom of Ms. Liang Fengyi, who is at the helm of Zhaoxi.

“The vision and strategy of a business leader determines the direction and destiny of a company. It is the fundamental factor that determines the core soft power of the corporate personality.” Ms. Liang Fengyi undoubtedly uses the Zhaoxin Group under his leadership as an example to provide the industry with the most vivid a lesson.

Key 2: Hard conditions determine product quality and service quality

Referring to the "dream team" of Zhaoxin LED, Liang Fengyi could hardly hide his praise. According to reports, Zhaoxin LED's production R&D workshop often rang out with Professor Liu Sheng's “roar”: “Safety! Reliability! Are you all ready?! If you don’t do a good job, the product must not go out!” The "dream team" people are all lamented: They are all people who really do things, not just making money. As Ms. Liang Fengyi said, “As a local entrepreneur from Guangdong, I am very practical, cautious, and very afraid of death. But I'm glad my team is more cautious and fearful of death than I am.”

As a member of the National Semiconductor Lighting Project R&D and Industry Alliance, a Guangdong high-tech enterprise, a Guangdong green low-carbon enterprise, and an “eagle project” key supporting company in the Nanhai District, Zhaoxin LED has received too much recognition;

Obtained more than one hundred domestic and foreign patents in the LED field. The independently researched and developed LED street lamp products were selected as the first batch of recommended green lighting demonstration cities in Guangdong Province. The equipment, packaging, and lighting applications were independently documented by Guangdong enterprises. The honor won't need to go into details one by one.

Since 2007, Zhaoxin LED has cooperated with Huazhong University of Science and Technology, the National Optoelectronics Research Laboratory and a number of overseas LED technology teams to conduct in-depth cooperation in production, learning and research. A technical team led by Prof. Gan Zhiyin was responsible for R&D and manufacture of inductive power semiconductor epitaxy devices, Prof. Yuan Shu’s technical team responsible for epitaxial chip R&D and manufacturing, Prof. Liu Sheng’s technical team responsible for LED package R&D and manufacturing, and Xu Liancheng’s technical team responsible for LED application product development. Manufacturing, and the "Dream Team" developed by Guo Zhaofu's technical team responsible for the R&D and manufacturing of the project, and invested a large amount of funds to introduce advanced reliability test equipment, test equipment, and inspection facilities. In a short period of 3 years, the company independently developed a series of LED series with advanced technology. Lighting application products, especially in high-power LED street lamps, tunnel lighting products, thermal design, optical design structure design and shape design, with industry-leading level ... ...

Zhaoxin LED guarantees the quality of its products and services with its superior hard conditions. All the glory and honors have infiltrated into the bone marrow of the company, and finally condense into a few brilliant words of “quality”, “technology” and “manufacturing ability”, becoming the most prominent advantage of Zhaoxin LED.

The key three: corporate personality temperament is a deeply rooted force

Character determines fate, especially people, not to mention businesses. The temperament of the company's personality is crucial to the fate of the company. Based on the warm land in Guangdong, which has a strong “pragmatic” character and also a lot of innovative spirit, Zhaoxin LED continues the stable quality of the Zhaoxin Group as a century-old company that holds steady trends and works solidly. The 50-year years have precipitated the Zhaoxin people’s “ "Stable" and "real", at the same time, in Guangdong, a hot spot of the place where the revolution took place, the keen response and the spirit of bold reforms also raged in the blood of Zhao Xin.

Today's LED industry is "somewhat chaotic", but the pace of the Zhaoxin LED is "very stable." As Liang Fengyi said, “Like playing cards, I don’t win a lot every time, every game wins a little bit, and when the fire is enough, I’ll be the last winner. Then I’ll be the same with each of the Zhaoxin LED. We have won a little bit of other people. Now that all the conditions have matured, we have all the strength to attack." With such a company, you may not be going very fast, but every step of your journey will surely go very smoothly.

Zhaoxin has the core concepts and values ​​of "change, harmony, and integrity." As a vital part of a company's personality, the concept of ideas derives its vitality from innovation. Only through constant innovation and continuous transcendence can we maintain advancedness. And Ms. Liang Fengyi said: “What I want is not only innovation, but change, dare to “change my life,” and dare to take advantage of changes to make big changes.” And this kind of innovation spirit has been at the Zhaoxin Group for the past 50 years. Transformation and transformation were interpreted incisively and vividly. It will also lead Zhao Shun to a more magnificent journey in the years to come.

Recalling the above key points, the overall strength of the company is created by focusing on hard power and soft power including production technology, sales relations, management systems, resources, human resources, public relations, corporate personality, brand culture, and ideas. Everyone is familiar with the truth. However, there are few companies that have truly established a brand in a market competition, carefully balanced the strengths of various companies, and put their practice in place through products, services, and public relations of all parties. LED is one. The balance of soft and hard power created today's Zhaoxin LED. We earnestly hope that through this discussion on the sustainable development of Zhaoxin LED and the analysis of the key elements of the company's strength, we will encourage more LED companies to improve their internal strength and continue to improve. Its own market competitiveness, enhance the company's ability to resist risks, and jointly promote the development process of China's LED industry.