Shi Jie, Chairman of Shifu: The narrow road meets the strong winner
The global financial turmoil triggered by the US subprime mortgage crisis has affected many industries. The lighting industry has a panic of “winter is comingâ€. Many companies have disappeared from the cruel cold. However, there are also some industries that are brave and aggressive. I wrote my own legend. We have the honor to interview Shi Jie, the domestic lighting industry tycoon and the chairman of Jiangsu Shifu Photoelectric Technology Co., Ltd., his thinking jumps and develops, the perspective is novel and bold, and the humor is wise. From him, it is not difficult to understand that Shifu is in such a severe winter. At the moment, it is the reason why it is unbeaten and more brilliant.
Reporter: First of all, congratulations to Shifu for winning the honor of China's well-known trademarks. At the same time, Shifu was also included in the "Blue Book of China Lighting Industry" project of the Development Research Center of the State Council. Please talk about your feelings about this matter.
Shi Dong: Shi Ford can get the results like today, mainly thanks to the following aspects.
Magnificent scale advantage: At the beginning of 2008, the first phase project of Shifu Optoelectronic Industrial Park, with a total investment of 800 million yuan and covering an area of ​​400 mu, was put into use to develop and manufacture the world's leading products of “energy saving and healthy lighting†– LED light source LED lamps, new low-power energy-saving lamps and indoor office health lighting products are the main directions. At present, it has formed an annual production capacity of 4 billion yuan of various types of lamps. After the completion of the industrial park, the production capacity will reach 10 billion yuan.
Strong quality advantage and technological advantages synchronized with the world: Shifu is the first to pass IS09001 international quality system certification, IS014001 international environmental system certification; all products have passed the national mandatory 3C certification, and obtained the national product exemption certificate; the company's export products are all obtained Hong Kong Electrical and Mechanical Services Department approved the certification mutual recognition group HK certification, EU CE safety certification and TUV, VDE certification, the United States UL certification. With strong LED and office lighting product development and design, we have developed more than 100 series of energy-saving and healthy lighting products, and obtained nearly 200 national patents and some international patents.
Brand Strategy: At present, the development strategy of many domestic lighting companies is still stuck in product marketing, and Shifu has successfully transformed into brand marketing. Shifu has set up a brand management committee to use the integrated brand communication method to make the social image, product image, market image and service image go hand in hand, and spread widely through newspapers, magazines, television and internet.
Service is not a propaganda strategy, but sincerely from the heart: Many companies regard service as a means of propaganda, which is for sales. Stewart always keeps customers in mind and insists that "all our efforts are for the benefit of us." The belief of mankind is sincere and sincere service. Therefore, our services are more humane and more appropriate. From the lighting creative, lighting planning, lighting selection, intelligent light control, budget bidding, construction plan, to the final effect debugging, Shifu is integrated.
The "China Well-known Trademark" that Shifu now has is a footprint; it is now printed in China, and in the near future, Shifu will be deeply imprinted in the world.
Reporter: Due to the impact of the financial crisis, many companies are bearish on the prospects. What is Shifu’s opinion on this and whether there is any strategy to deal with the crisis.
Shi Dong: Actually, the financial crisis has a big or small impact on many companies. Shifu is no exception: due to the macroeconomic impact, the real estate market continues to be sluggish, the sales of furniture lighting is not satisfactory; engineering lighting is also There has not been rapid development in the past few years, and rapid development; the production of lighting has encountered certain difficulties, rising raw material prices, increased labor costs, smaller profit margins, and increasing corporate pressure. The foreign market is also not optimistic. As the main export market for Chinese lamps and lanterns, the United States is currently facing a financial crisis. As a result, the export market is rapidly shrinking... In terms of sales volume this year, the financial turmoil did not cause too much for Shifu. Great impact.
Dealing with the financial turmoil is actually testing the company's "digestive ability." The so-called "digestive ability" involves many aspects, such as: corporate strength, corporate development strategy, brand influence and so on. Being able to "digest" well can cope with the financial crisis; on the contrary, it will suffer losses.
Shifu has a strong sense of “taking peace of mind†from beginning to end. Every step of Shifu’s step is very firm and very stable. In the process of enterprise development, it does not blindly pursue the growth of numbers, but attaches great importance to it: stability The capital chain. This year's financial turmoil is a good example of the far-reaching and forward-looking nature of this consciousness.
The financial turmoil is coming, a shock, a thin person may fall down when it can't help; a giant who looks very tall but does not stand still falls. A company with strength and healthy development will not have much impact, and it is likely to be a bigger business opportunity - because the industry's major reshuffle will clean up a considerable number of underdeveloped companies, which will bring more stability. Market order and broader development space!
Reporter: Shi Ford has had many successful engineering cases for many years. Can you introduce it?
Shi Dong: Shi Ford's successful engineering cases are numerous, such as the Office of the General Armament Department of the People's Liberation Army, Air China Cargo Terminal, Chongqing World Trade Center, Sheraton Shenyang International Hotel and so on. At present, the most famous is that Shifu has won the full recognition of the Olympic lighting engineering industry with professional, high-quality products and professional lighting design technology capabilities and production scale, lighting up the National Convention Center, the National Stadium, the Beijing Workers Stadium, and the Olympic Games. The four Olympic Games projects in the Media Village, the Ford brand has also become the designated brand of Olympic lighting!
Reporter: Shifu won a special fund for the 10 million LED streetlights of the Jiangsu Provincial Government this year. How much can the government's capital investment play a role in promoting it. In addition to funding, the government has no other measures to support the development of LED.
Shi Dong: This year, Shifu won a special fund for the 10 million LED streetlights of the Jiangsu Provincial Government. The government's financial reward is a full affirmation of the research and development results of Shifu, and further stimulates the social responsibility of the national enterprise of Ford. At present, all the reward funds are invested in technology research and development. The Ford people will strive for excellence and strive to synchronize with the world technology to lead the Chinese LED lighting.
LED lighting will become the mainstream of future lighting due to its environmentally friendly and energy-saving features. The government is very supportive of LED lighting, and many related policies and regulations have been introduced to support the development of the LED industry. For example, the government issued documents encouraging the use of energy-saving LED products, and adopting rigid regulations in some areas to promote their use. These are the driving forces and opportunities for the rapid and healthy development of LEDs.
Reporter: Can you finally talk about the plan for next year? What are the expectations of Ford for the future.
Shi Dong: LED lighting has the advantages of high efficiency, energy saving and environmental protection, but the price is higher than ordinary lighting products, which greatly affects the popularity of LED. The company's unwavering philosophy is to "lead China's LED lighting and promote the global green revolution." As a national enterprise, Shifu has always been a country and a national.
Through unremitting efforts, Shifu will reduce the price of LED products by increasing scientific research input, exerting technological advantages, expanding industrial scale, and reducing production costs, and popularizing LED lighting to thousands of households.
"I hope that in the near future, Shifu's business tentacles will spread throughout the country and the world as Coca-Cola, and become a world-class national brand that everyone praises.
Edit: LC-HY
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