In 2013, Hunan Satellite TV's "I Am a Singer" turned out, in addition to the natural sound of "Mai Ba", the stage lighting of the program was also amazing, and a professional lighting company from Huadu, Guangzhou was a blockbuster.
In 2016, on the surface of Xizi Lake, the G20 Hangzhou Summit literary and artistic performance "The Most Memorable is Hangzhou" stunned the heads of state of many countries, and huadu's enterprise laid the leading role in the industry.
In 2019, on the shore of the Yellow River, the large-scale immersive performance "Ledong Dunhuang" was premiered in Lanzhou, and the program was produced by Guangzhou Mingdao Cultural Industry Development Co., Ltd. This lighting company has developed into a full-case service enterprise integrating cultural tourism creative production, performing arts equipment supply, integration project implementation and service.
In early March, a reporter from Guangzhou Daily visited the "Little Giant" company, which was about to turn 10 years old.
Victory in the flag
Blockbuster! I Am a Singer is a free trial
"This row of beam lights that take the lead is our elderly product Starlight series, and the following column of shaking head cutting lamps belongs to the Kunpeng series, and then this group is the new fist product launched by Mingdao Lighting Technology this year, the Water Kirin Full Protection Series."
Sitting in the demonstration hall on the 5th floor of the company, the reporter enjoyed the light show while listening to the explanation of Liu Yunhui, chairman of Mingdao Culture and Technology Group. The light and shadow are brilliant, the vocal music blends, and after 20 minutes, I am deeply shocked.
Mingdao Group was founded in 2012 and has been around for 10 years. However, since 2015, Mingdao has become the largest domestic sales brand in the field of performance lighting. Its lighting products have been applied to the 70th anniversary of the founding of the People's Republic of China Tiananmen Square Gala, the G20 Hangzhou Summit "The Most Memorable is Hangzhou" theatrical performance, the SCO Qingdao Summit, the CCTV Spring Festival Gala, the National Centre for the Performing Arts, the Russian Nigulin Circus, the Universal Theater in Los Angeles and other important activities and venues at home and abroad. Since 2018, Mingdao has successively won the honors of national specialized special new small giant enterprise, Guangdong Top 500 manufacturing enterprises, Guangzhou hidden champion enterprise, and Guangzhou proposed to be listed as "the most concerned leader of capital".
The rapid rise of Mingdao is inseparable from the strategic planning of founder Liu Yunhui, who is his unique vision, and in 2013, he cooperated with "I am a singer" to make Mingdao a blockbuster and embark on the bright road since then.
Mingdao was just a newly founded company at the time, how did it reach a cooperation with "I Am a Singer"?
"We really didn't have an advantage in fame at the time, but I was confident in the product." For the reporter's question, Liu Yunhui said eloquently, "I thought of a trick, proposed to let the program team use it first and then pay, first do not charge any fees, a full set of stage lights let them use it free of charge, use it and feel good, and then pay for it." In this way, we became the exclusive supplier of stage lighting for the first season of "I Am a Singer". The effect of the product has also been seen by everyone, the program team quickly called us money, our set of equipment has been left in Hunan Satellite TV, the program has been used for so many seasons. ”
After the victory of a "strange chess" banner, Mingdao Lighting was out of control and quickly grew into an industry leader. An insider familiar with the inside story revealed the secret for the reporter: "In the early years, the domestic performance lighting field has just started, and most of them are small companies that are difficult to become a climate. And Lao Liu has worked in a large factory like TCL for more than ten years, is well versed in business strategy, and he started a business to enter this line, which is almost equivalent to the genuine army against the miscellaneous brand army, and obviously has the upper hand easily. ”
Take advantage of the chase
Climb the mountain again! Technology empowers cultural tourism
Becoming a single leading enterprise in the performing arts lighting industry is obviously not the ultimate ambition of "Lao Liu".
With the advent of the new era of cultural tourism integration, new formats such as immersive performing arts, interactive night tours, light and shadow water shows are emerging in an endless stream, which puts forward higher and higher requirements for the application of science and technology, the integration of science and technology and culture. In 2019, Mingdao put forward the strategic layout of "cultural and technological operation", empowering the cultural tourism industry with creativity and technology, and extending the business chain to the whole case service of cultural tourism integrating cultural and creative production, performance equipment supply, integrated project implementation and service. After several years of development, Mingdao has also become one of the leading enterprises in the field of general production of domestic cultural tourism and performing arts.
Mingdao's cultural and creative production team is a long-term partner of the famous director Wang Chaoge, who was responsible for the visual creative production of his three series of works: "Impression", "See You Again" and "Only". Since 2019, Mingdao, as the general production unit, has produced a series of cultural and tourism performing arts projects such as the large-scale immersive performance "LeDong Dunhuang", the large-scale light and shadow performance "Dayou Lanzhou", and the Boao Forum for Asia Light and Shadow Poetry and Painting Performance "Splendid Tiancheng". "Ledong Dunhuang" won the gold award of "China's Best Tourism Industry Innovation Award", "Dayou Lanzhou" won the "China Tourism Performing Arts Innovation Model Award", and "Splendid Tiancheng" was highly praised by Chinese and foreign guests and leaders after its premiere in 2021.
"The COVID-19 pandemic has accelerated the cultural tourism industry's embrace of digital technologies, and the 'cultural tourism meta-universe' characterized by immersive experiences has gradually become a trend. The future of cultural tourism will be based on the interconnection of all things, and the seamless combination of the physical world and the digital world will create a new way of tourism experience and cultural expression. Taking a deep sip of tea, Shanwei liu Yunhui talked about the blueprint of "science and technology and cultural operation" in his chest, "In the future, under the application scenario of the 'cultural tourism meta-universe', tourists can upgrade their experience through virtual reality technology through the Internet of Things intelligent platform being developed by the Mingdao scientific research team, and carry out multiple interactions, including audiences and repertoire, tourists and characters, and can interact with each other." ”
The way to win
Three magic weapons! Guangzhou brand shines internationally
"At the beginning of my business, I set up a corporate culture of 'Mingdao Zhiyuan'. The so-called 'Ming Dao' can be understood as the Bright Avenue, and it can also be understood as a richer connotation - understanding the 'Tao', and then going higher and farther, making cultural tourism more attractive. Speaking of the way to success, Liu Yunhui summed up three magic weapons, "the two core competitiveness of the enterprise itself, one is the ability to gather talents, the other is the ability to innovate; plus the help of government support." ”
"My approach is to retain talent through shares. As the founder of Mingdao, my personal shares are constantly being diluted, and now only 20% remain, and the rest is given to the company's talents. For the cohesion of talents, Liu Yunhui also has a unique set, "talent is competitiveness, only with deep respect and desire for talents, enterprises can have real core competitiveness." ”
As for innovation ability, in Liu Yunhui's view, it not only includes the innovation of product research and development, the innovation of marketing means, but also the management innovation of the enterprise system. "Through the innovation of the joint-stock system, the core personnel have now become shareholders." Liu Yunhui said with a smile.
"Of course, in addition to its own competitiveness, government support is indispensable. After Mingdao was selected as a national-level specialized new 'Little Giant' enterprise in 2020, the relevant departments at the provincial, municipal and district levels have given Mingdao practical assistance through various industrial policies from research and development, manpower, loans, industrial guidance, etc., providing important support for Mingdao's high-quality development and further strengthening Mingdao's confidence in becoming bigger and stronger. Liu Yunhui said, "For example, the 'Kunpeng Plan' in Huadu District has identified the combination point of the promising government and the effective market, which has greatly promoted Mingdao's core competitiveness and enhanced its development potential." "Mingdao is building an 80,000-square-meter headquarters building in the core area of Huadu CBD, striving to open on the 10th anniversary of Mingdao this year, which will be one of the headquarters buildings with the highest construction specifications in Huadu District after completion."
Increasing support for "specialized, specialized and new" small and medium-sized enterprises such as Mingdao is one of the key tasks of the Guangzhou Municipal Department of Industry and Information Technology in recent years. Guangzhou is studying and formulating the implementation of the "specialized and specialized" development actions of small and medium-sized enterprises, improving the service mechanism, giving all-round support to "specialized and specialized" small and medium-sized enterprises in the fields of platform guarantee, land use guarantee, planning guarantee, policy guarantee, talent guarantee, etc., strengthening the guarantee of resource elements, tilting enough and good enough resources to enterprise projects, and creating a good service environment for development. At the same time, the industry and information technology department will work with relevant functional departments to study more support policies, actively play the role of professional think tanks and industry organizations, widely gather intellectual resources, implement the action of "increasing enterprises and increasing efficiency", increase the exchange and training of industrial talents, and provide strong service support for industrial development.
"Mingdao should strive to use 5-10 years to make China's technology brands shine on the world's top cultural tourism stage!" This is the next "far away" of Liu Yunhui's "Ming Dao Zhiyuan".
Text/Guangzhou Daily, New Flower City Reporter: Huang Qing
Photo/ Guangzhou Daily, Xinhuacheng Reporter: Chen Youzi
Video/Guangzhou Daily, New Flower City Reporter: Chen Youzi, Huang Qing
Guangzhou Daily New Flower City Editor Zhao Xiaoman