100 Star Quality Brand Project - "Discover quality brand story" publicity activity into THE BRIDGE vice chairman unit Hengchuan (Shenzhen) Co., Ltd., general manager Wang Jianyun from the perspective of "brand creation" to the interview team to tell the quality brand story of Hengchuan.
Introduction: What is a brand? Is it like a new city, with many buildings and becoming the focus of the industry? Or is it like a tree, taking root for several years before it glows a touch of green, and only after a hundred years to see its towering sky? Yokogawa Robot (Shenzhen) Co., Ltd. chose the latter, taking the century-old brand as the direction, down-to-earth, and gradually becoming an emerging brand force in the domestic direct drive market!
Wang Jianyun, general manager of Hengchuan Robot (Shenzhen) Co., Ltd
The direct drive motor has become a new direction of research in the core field because it does not need to go through the transmission device when driving the load, avoids the use of transmission equipment such as the transmission belt, and has the possibility of lower cost, higher efficiency and lower failure rate. For several consecutive years, China's direct drive motor market has been rising at an average growth rate of 30%, and the scale of enterprises engaged in related industries has reached more than 100.
Yokogawa Robot (Shenzhen) Co., Ltd. (hereinafter referred to as "Yokogawa"), relying on years of research and development, application experience, with DD motors, voice coil motors and other specific products to enter the core parts of the intelligent equipment market, in the micro-precision laser processing equipment, precision measuring instruments, LED equipment, electronic semiconductor equipment, 3C equipment, equipment, medical equipment and other intelligent equipment has been widely recognized, and gradually become a domestic brand force that can not be ignored.
The goal is clear, so keep your feet on the ground
Wang Jianyun, as the general manager of Hengchuan, has a clear and accurate understanding of Hengchuan's development and planning.
In his view, Yokogawa is a smart equipment core parts and components enterprise that aims to build a "century-old brand", takes the direct drive motor as the primary weapon, gradually expands the market of core components in depth, and makes its own contribution to the domestic import substitution ring.
"If you can, you will inevitably aim to enter overseas markets in the future." Wang Jianyun is full of expectations for Yokogawa, the goal is quite ambitious, and his planning of the enterprise is extremely delicate - regardless of size, the company's development plan has its own logic.
One
The rise of the domestic intelligent equipment industry direct drive market is only in recent years, and the main market is occupied overseas. In the process of development, domestic motors have always faced problems such as technology, materials and production processes. All Yokogawa has done is solve these problems.
One: focus on direct drive technology
Yokokawa focuses on the field of direct drive motors. Founded in 2010, it is deeply rooted in the research and development and application of direct drive technology, and has dozens of invention and utility model patents in related fields. At the same time, Yokogawa also actively cooperates with institutions such as South China Institute of Technology to ensure the learning, renewal and progress of its own technology.
The focus on technology has also been recognized by the market - BOE, Foxconn, Apple, Huawei, CATL and other well-known enterprises at home and abroad have adopted its products.
"This is also a small step for us to achieve domestic substitution imports" Wang Jianyun said, a few years ago, you and the terminal talked about domestic brands, terminals disdainful, and with the development of the industry, technology deep ploughing, more and more customers began to accept domestic brands, began to choose Hengchuan.
Second: the improvement of production process
Because the production process is relatively backward, the quality of domestic motors is also one of the aspects that are criticized. How to control product quality and improve its own manufacturing process, Yokogawa began its own efforts in 2018.
In 2018, Yokogawa expanded the production area, made a major investment in production equipment, at this stage of Yokogawa has more than 15,000 square meters of dust-free workshop and independent laboratory, the workshop is equipped with advanced production equipment and testing instruments, the use of ERP system for comprehensive management - with the improvement of the production system, Yokogawa in the product quality improvement at the same time, the delivery cycle, product innovation and research and development progress have been greatly improved, the business is also covering the country, radiation Southeast Asia.
Two
"The future is not the future." In Wang Jianyun's view, no matter how many problems such as technology and technology, it will not always plague the Chinese market, they will be solved one by one, and which domestic enterprises can solve these problems, which enterprises are bound to usher in long-term development - this process is long and needs to be precipitated.
Yokokawa is moving forward with his own "management philosophy".
First: do not do "Internet" model enterprises
At present, the domestic direct drive market is fiercely fighting, especially in the field of 3C and new energy, and countless companies have started a "price war" in order to compete for the market. In Yokogawa's view, such a short-term acquisition of a large number of markets does not bring much benefit to the company.
"Nowadays, many companies are talking about a unified market in 2 years and 3 years, and want to develop the core component industry in the Internet model." Wang Jianyun said that the core parts industry, as a technology-intensive industry, needs to be patiently polished, and impetuous enterprises are bound to fail in market iteration and product updates.
Yokogawa DD motor
"Rather than talking about how much market to occupy in a short period of time, I hope that Yokogawa will do a good job in a down-to-earth manner, and I would rather spend a period of time to take root and become a towering tree in the future, rather than a year of growth, this kind of enterprise will not be able to withstand the wind and rain." 」 Taking overseas brands such as the United States and Japan as an example, the companies that can stand at the top are enterprises that have been rooted in the industry for decades or even centuries, and these companies have their own pace in the face of competition, and will not fall into the rhythm of others.
"If the company wants to go long, it must have its own rhythm, and it has its own cognition of the industry and the market." Wang Jianyun believes that compared with the fluctuations of the market, it is difficult to control and predict the strength of enterprises alone, such as the financial storm in 2018 and the epidemic in 2019, all enterprises can do is to grasp themselves.
One of Yokogawa's grasps of himself is not to be arrogant and impatient, and to cultivate himself in a direct and down-to-earth manner.
The second is open and positive, customer-oriented
Steady and steady may be slow, but it does not mean that Yokogawa's goal is short-sighted, which is like a marathon run, if you are greedy in the early stage, you will lose the strength to support walking in the later stage - on the contrary, it is precisely because of the lofty view that you understand the meaning of steady and steady fighting.
"Our team is very young, so we can be open to discussing with customers and spending time learning."
In Yokogawa's view, in the face of fierce competition, the biggest reliance of the company itself is not the breakthrough of direct drive technology and the improvement of production technology, but a young team of Yokogawa owners, and with an open mind to face the world and customers.
"One of the ways to embrace customers – do a good job in after-sales"
Yokogawa provides customers with 7X24 hours of technical service support, so that the province 8 hours, 24 hours outside the province, the nationwide 48 hours after-sales service response.
"The Second Way to Embrace Customers – Delivering Deeper Service"
The development time of China's intelligent equipment industry is relatively short, and many customers do not even know what kind of demand to meet their own market demand. Yokogawa proactively goes deep into customer groups to provide customers with more practical services - even, Yokogawa goes deep into the customer groups, explores the needs of enterprises such as 3C and new energy, and then traces back to its own customer groups.
As a result, in 2019, the company's brand influence continued to expand, and won honorary awards such as "Shenzhen Equipment Industry - Industrial Control Segment" and "2019 CDDIA Direct Drive Customer Trust brand". In addition, Yokogawa has also successfully entered the list of mobile phone EMS manufacturers and panel manufacturers, increasing the company's voice in the selection of equipment customers, and its application in the new energy and semiconductor markets has continued to expand, and the business has grown steadily.
At this stage, the direct drive market is constantly growing, and Yokogawa is playing steadily in the direct drive market, like a heavy infantry wearing technical heavy armor, advancing step by step.
Based on talent and technology, Yokogawa creates the best products, provides the most perfect service, thinks about problems from the perspective of customers, and realizes its own development by bringing added value to customers. In the future, we will also actively embrace the industry and contribute to the domestic direct drive technical standards and the standardization of core components.
Overall, Yokokawa looks at the future and also looks at his feet, and is bound to become a strong force driving the market directly.
The interview team walked into Yokogawa Robot (Shenzhen) Co., Ltd