Jia Qiang: Quality assurance

Speaking of "FIREFLY" brand, I believe many people will think of two stories: First, Firefly Group (Xiamen Donglin Electronics) is the first Chinese Lighting company to respond to anti-dumping and won in 2008; The second is the "Fireflies" fight "elephant", and with the international giant OSRAM, the "fireflies (FIREFLY)" brand stole back, so that Donglin has its own use of lighting products and ownership. In the era of energy-saving lamps, “Fireflies” was impressive with its unique style; in the LED era, “firefly” movement geometry?

According to Jia Qiang, chairman of Donglin Electronics, in 2013, the performance of the Firefly Group reached 600 million yuan, and the export amounted to 70 million US dollars. In 2014, Firefly Group made a major breakthrough in LED lighting technology, taking the lead in the integration of light and heat conduction. The original FSMD custom packaging technology has led to a significant reduction in the cost of LED lighting products, and for the first time in the industry put forward the concept of "firefly LED, the industry to make up the difference."

LED downstream applications have a lot of articles to do

In the era of traditional lighting, Donglin Electronics is one of the companies worth mentioning in the field of energy-saving lamps, whether it is product technology or R&D capability. However, in the LED field, Donglin Electronics is silent? Did Donglin Electronics fail to turn from traditional lighting and failed to grasp the opportunity of the LED era? Confronted with many doubts, Jia Qiang, chairman of the board, broke the silence and uttered his voice to the industry. “Whether it is LED or OLED, Dong Lin Electronics has long seen its development trend. Only in the early selection, Dong Lin Electronics was too confident and had taken too much steps to directly cross the LED and enter the OLED research field.” Regarding the selection of Donglin Electronics in the strategic direction, Jia Qiang made the case.

Originally, as early as 2007, Jia Qiang conducted in-depth research and judgment on LED technology and OLED technology. In the comparison between the two, LED technology is clearly easier to overcome, and OLED is uncertain. However, for an entrepreneur who attaches importance to independent research and development and attaches great importance to technological breakthroughs, Jia Qiang does not want his own company's core technology to be held in the hands of companies in other countries. To this end, in the LED road and OLED road, Jia Qiang chose the OLED road.

“OLED technology was still in its infancy at that time. Together with Xi’an Jiaotong University, we invested considerable energy and time in OLED research and development and obtained a number of patents. However, the application of OLED R&D results has not always achieved the desired results. Even today, we are still studying how to transform the results,” Jia Qiang said.

In 2009, Jia Qiang accompanied the delegation to inspect Taiwan’s Yiguang and Yiyuan. He learned more about the development and application of LED, and broke the inherent thinking that “Chinese people do not master LED core technology and patents”. "The upstream LED chip is indeed monopolized by foreign companies, but there are still many articles that can be used for downstream applications. In terms of circuit optimization and heat dissipation structure and material application, Chinese companies have huge space and advantages. This is our most realistic path. "Qiangqiang changed his understanding of the LED field and made full use of it.

Technological breakthroughs bring vast markets

With the adjustment of strategic understanding, Jia Qiang led Donglin Electronics to invest a lot of energy in LED application research. Jia Qiang found that subject to the challenges of light guide and heat dissipation, with the increase of power and lumens, the volume of the lamp must be bigger and bigger, and the cost is higher and higher. So, is there a kind of light-guided heat-dissipating technology that is bigger and lumens are increased, but the volume is not increased, and the cost is not too high? After clarifying the technical breakthroughs, Donglin Electronics immediately cooperated with the National Heat Flow Laboratory of Xi'an Jiaotong University, which has undertaken Huawei's cloud server heat-dissipation topics, and conducted special research projects on the light-guiding technology and heat-dissipation technology of LED lighting, and successfully developed light-guided heat dissipation. The integrated materials and application scheme combine the light guide device and the heat sink unit to make the cost performance of the LED lighting product greatly improved.

As early as 2011, Dong Lin Electronics exhibited its own innovative heat dissipation technology in Japan and applied it to LED lighting products. It was Panasonic's attention and it was almost plagiarised by Panasonic. Later, through careful comparison and technical search, Donglin Electronics' heat dissipation technology was identified as original. Since then, Dong Lin Electronics' LED lighting products have been sold in the Japanese market. With the continuous deepening and breakthrough of Donglin Electronics in the integration of guided light and heat dissipation technology, Donglin Electronics’ LED lighting products have also been recognized and cooperated with international brands such as Philips and Samsung. After that, they successively conducted in-depth discussions with brands such as LG and Toshiba. Cooperation.

Regarding the direction of Donglin Electronics’ next step in technological breakthrough, Chairman Jia said without hesitation that there has been an innovation in the packaging technology. That is FSMD technology. This technology combines the advantages of the SMD and COB packaging technologies currently available in the market, reduces the cost of LED lighting sources, and also ensures the quality and image of Donglin Electronics' LED lighting products.

"The life of the lamp determines the life of the company"

Into the Firefly Group building of Donglin Electronics, the slogans on the wall that “the lamp's life determines the company's lifespan” are particularly prominent. This is the most popular and profound understanding of Dongfeng Electronics Chairman Jia Qiang on products, brands, and companies.

Jia Dong said that in terms of branding, Dong Lin Electronics insists on the continuous cultivation of the super-channels of large-scale chain stores across the country. The purpose is to allow the “Firefly” brand to have close contact with end-consumers. On the other hand, Donglin Electronics leads the "Firefly Park" has become one of the most educational bases in Xiamen. "Firefly Park" through the scene of the exchanges and interactions with children, to educate them about environmental protection, so that these children realize the importance of protecting the environment, but also to promote the "firefly" brand. In the channel marketing section, “Fireflies” will also adhere to the road of cooperation with channel providers, not only providing channel manufacturers with quality products and competitive prices, but also promising to: after the business agent “fireflies” products, if in the industry If you find a product with the same quality and lower price as "Firefly," you will return the difference price of the channel provider.

Jia Qiang expressed that he hopes to further demonstrate the ultra-high cost-effective confidence of “fireflies” through this move, so that channel partners do not have to worry about inventory in the process of cooperation.

postscript

Jia Qiang said that the conversion efficiency of firefly's biological energy into light energy is 98%, which is enough to make many lighting products unmatched. This is also the pursuit of Donglin Electronics in the field of lighting. "Fireflies" have always been

Anti-dumping, all at the protection of intellectual property rights, invest heavily in scientific and technological research and development, adhere to the "firefly park" charity activities, all in all, is for the dignity of a national brand.