Shenhualong Technology - Creating a dream life

At the beginning of 2009, it meant a cold period for companies in many industries in China. However, the LED lighting industry does not seem to be affected too much, because 2008 was called the first year of the LED lighting industry. For many domestic LED lighting companies, emerging industries often mean new opportunities. Shenzhen Shenhualong Technology Industrial Co., Ltd. (hereinafter referred to as: Shenhualong) is developing rapidly from small to large under such an opportunity. Shortly after attending the “2009 LED Lighting Technology Innovation and Application Forum” hosted by Gaogong Online, Mr. Yan Jiaxiong, the general manager of Shenhualong and his business director Deng Wen, accepted an interview with Gaogong LED Network .

 


Gaogong LED network reporter and Shen Hualong business director Ms. Deng Wen (right)



     Reporter: Please briefly introduce the development process of Shenhualong?

Yan Jiaxiong: Shenhualong was developed from a small company. It was established in 2003. At that time, it had import and export rights and was a trader of several Fortune 500 companies. In 2004, it began to enter the emerging optoelectronic industry of large and medium-sized LED TFT LCD screens and their backlights. In 2005, it became the LED backlight module and its display strategy supplier for SONY, Ericsson, Philips and other large enterprises, which is also known as ODM. Because of long-term ODM and OEM, Shenhualong feels the limitations of the development in the European and American markets, and there is no confusion of independent brands. In 2006, Shenhua Long successfully developed a medium and large size LEDTFT liquid crystal display backlight with independent intellectual property rights. A great breakthrough has been made in technology. In 2007, the new Hualong Optoelectronics High-tech Park was established. And for the world's third, fourth largest TFT LCD panel manufacturers provide backlight modules and displays. In the same year, it established a research and development technology center in cooperation with Huazhong University of Science and Technology. In 2008, Shen Hualong provided backlight modules through the audit of the world's largest LCD panel maker. And began to produce high-power LED street lights.

Reporter: What achievements does Shen Hualong have in terms of self-owned brand construction?

Yan Jiaxiong: Although Shenhualong is still providing LED TFT LCD screens and backlight products for large international companies, Shenhualong still owns some independent brands. For example, LED street lights exported to Northern Europe and the United Kingdom are branded as Shenhualong. LEDTFT liquid crystal display backlights, all of which are independently developed by Shenhualong, have a number of patents.

Reporter: What are the advantages of Shen Hualong in terms of technology? How do you maintain this advantage?

Yan Jiaxiong: Shenhualong first has a very good technical team. In LED backlighting, we use injection molding technology. This technology is different from other technologies. It can reduce the attenuation of light color and ensure the service life of LED. At present, our core technologies are: W-class HL-LED light source core technology; LED wind-solar complementary technology; LED (CCFL) backlight "defense military-grade" technology; HL-LED optical-level light guide plate research and development technology. In March of this year, we will establish a national-level photoelectric laboratory with Sun Yat-sen University.

Reporter: In 2008, what was the sales situation of Shenhualong? What is the sales target for 2009?

Yan Jiaxiong: In 2008, Shenhualong 's sales reached 220 million yuan. About 80% of them come from LEDTFT liquid crystal display backlights, and LED lighting is only about 20%. In 2009, Shen Hualong’s goal was 300 million yuan. LED lighting will be expected to account for more than 70% of the company's overall revenue.

Reporter: On the website of Shenhualong, we saw such a sentence "an army, a school, a family". What kind of cultural meaning does this have?

Yan Jiaxiong: First of all, Shenhualong is a company developed by a dozen engineers, so the company's development is inseparable from military discipline. In 2007, our company used "Soldier Assault" as a corporate promotional film, and learned it very seriously. I think the film "Soldier Assault" is a vivid interpretation of our corporate culture. In "Soldier Assault", Xu Sanduo, when he left home, his father's expectation for him was: live well, do meaningful things. This is actually the responsibility of being a person, at least a soldier. In fact, this is the same for a company. Later, when Xu Sanduo was in the ordinary soldier training camp, he learned the spirit of “do not abandon or give up.” For the enterprise, the belief of being a team is never to abandon and never give up. Conservative commitment, teamwork, courage to take responsibility, and reach out to death. In the end, Xu Sanduo went to the special forces by his own efforts. The idea of ​​the old A troops is to constantly challenge the limits and surpass themselves. This means that people must constantly seek breakthroughs and seek the spirit of development. Only by seeking development can they continuously improve their abilities and strengths. Therefore, our company is such a corporate culture.


Reporter: What is the goal of Shenhua Long in the long run?

Yan Jiaxiong: In the long run, in terms of technology, Shenhua Long hopes to integrate some SENSORS or driver ICs on silicon package substrates by providing integrated solutions for miniaturized opto-mechatronics integration and systems, using semiconductor and micro-electromechanical mechanisms. With software and hardware system integration as the core, we will achieve the long-term goal of multi-functional innovative product value, reducing volume, uniform quality and reducing cost. From the perspective of enterprise development, Shenhua Long hopes to form a complete and independent independent brand. The products of Shenhualong, especially LED lighting products, can be widely recognized and applied at home and abroad.

Postscript: Shenzhen Shenhualong Technology Industrial Co., Ltd. was only a small company five years ago. After five years of development, the company's products have gradually been exported overseas, and have a place on the world stage. In 2008, Beijing’s products in the Olympic Games were also well displayed. The five-year history witnessed the development and growth of Shenhualong. At the 2012 London Olympics, Shen Hualong was actively engaging with the London Olympic Committee. I hope that we will also be able to see the results of Shenhualong's products blossoming around the world. In the end, it will achieve the grand goal of “Shenhua Long is everywhere”. (High-tech LED Network News Center reporter Zhong Qiong / Wen)


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