"China's first lighting industry's top ten outstanding figures" Jia Qiang I do not have my own motto, but we Donglin Electronics has a creed, that is my stand, called: "the life of the lamp determines the life of the company."
"I am stepping on the shoulders of others. 1 Reporter: Mr. Jia, congratulations on your search for the top ten outstanding figures in China's first lighting industry." People in the industry know you from the EU anti-dumping investigation on energy-saving lamps. I believe that your destiny and energy-saving lamps have already had a close relationship. Can you tell us why you chose energy-saving lamps and chose the EU market? Jia Qiang: In 1991, when I walked out of the school gate of Xi'an Jiaotong University, I went to Xiamen with my simple luggage and set foot on my entrepreneurial road. Before I founded Donglin Electronics, I was engaged in trade related work. At the end of 1994, I had a customer who was the largest supplier of lamps in Europe with an annual turnover of $500 million. In addition to doing trade with them, I also help them find some processing factories for accessories and lighting in China. Once, the customer sent me a fax asking if I could help him find a light that would save 80%. When I heard this sentence, I couldn't believe it: "Where is there such a good product?" But this customer said to me very seriously: "You are doing it in Xiamen." So I went to find it, and I found it. This product. I told some friends about this news, including Mr. He Runlin, the current collaborator. He Runlin is a master's degree in electrical engineering. Coincidentally, his master's thesis is to study some basic principles of this product. We hit it off and decided to produce this product ourselves. Fortunately, Xiamen was the production base for this product. For us, to do this kind of energy-saving lamp, "I am stepping on someone else's shoulder." "In this way, fireflies were born. 1 Reporter: Now your "firefly" is almost a household name in the lighting industry? But everyone wants to know where the inspiration for this brand comes from? Jia Qiang: One night in 1996, when I was drinking coffee with famous brand designer Cui Jianwei (nicknamed "Ghost"), we thought about how to give a good name to our energy-saving lamp brand. We first thought of using the "one-fifth" brand, the implication is that only one-fifth of the electricity is used. But if you think about it, you still feel that it is not right. The two of them have been talking late and very late. Through the constant collision of our two thoughts, I was inspired. I remembered that the fireflies would shine, but no electricity. It was a natural thing, very environmentally friendly. I shouted: "It is called fireflies." Let's go." "Ghost" said: "This is a wonderful 1", "Firefly" was born! "The road of brand strategy is right. 1 Reporter: Every enterprise will have a major turning point. When is Donglin Electronics' biggest turning point? ? Jia Qiang: The important turning point of Donglin Electronics' development should be the 1997 Canton Fair. I remember that at the Canton Fair that year, we spent a lot of money to rent a big booth, but only put 5 lights on the booth. In addition, it is something that reflects the brand concept, such as fireflies, the earth. Wait. This is an adventurous action. Many exhibitors laughed at me: this big booth is really a waste. People put dozens of products and varieties. How do you only have one brand of 5 lights? There were a lot of people watching at the time, but there was no one to place an order. But not long after I came back, I encountered an "accident" thing: I suddenly received an order for $200,000. I am very puzzled: no one at the Canton Fair said that I would place an order for me. I still wonder if someone is playing with me. Later, I asked the British merchant who placed the order: "Why do you trust me so much?" He told me: "In all the booths, you are the only one who only makes one kind of product. Other traders do everything, save energy. Lights, sockets, this is your first feature; the second feature, you are branding again; well, you are both professional and brand-conscious, I will do it with you." "I am a pioneer. 1 reporter who was forced out: Jia Zong, you are the vanguard of the foreign trade barriers. Can you tell us the origin of this “quick pioneerâ€? Jia Qiang: Actually, this pioneer is forced out! 2000 5 Month, I rarely relax to travel to Germany. Unexpectedly, I arrived in Munich for two days, I received bad news: Europe, Osram, Philips, Sivigny three energy-saving lamps giants took China's 20 energy-saving lamps companies to court, we Donglin Electronics was also among them. At that time, my mood was terrible. I immediately rushed to the EU headquarters in Brussels to get information. According to the Chinese business consul in the EU, Mr. Lu said that it is very difficult to respond to the lawsuit. Although it was very tight at the time, I still Start looking for local law Responding to the lawsuit, all the defendant companies took the lead in responding to the EU anti-dumping investigation. A year later, Osram and other companies asked the European Commission to review it again. In the review, only our Donglin Electronics is still fighting, I became "responding to foreign countries." "The outstanding representative of the barriers to trade and trade". Because of this, I am very honored to stand on the podium with the old people in the lighting industry today. "I hope everyone learns to be grateful to everyone. Reporter: There are many SME bosses and employees and successful entrepreneurs who participated in the awards evening. They all regard you as a model for learning. Do you have anything to say to you? Jia Qiang: As the saying goes, the mall If the battle is often in the smoke-filled arena, gratitude is the most beautiful emotion, and it is also the sword of the most hidden front. I have always regarded this emotion as a treasure. I can tell you a story: Fujian There was once a well-known big entrepreneur in the country, because he made a big taboo, and instantly turned a smash hit enterprise into ashes. This taboo is that he is grateful for everything around him. He is in arrears with the supplier’s money. No, I don’t pay my sincerity to my friends, I’m arrogant and unreasonable to my subordinates. In the end, he has to swallow the bitter fruit of “missing the helpless.†I think that to be a boss, you must first learn to be grateful to everyone, even your enemies. Your friends, your suppliers, your subordinates are all using their efforts to make your career, and your enemies use tricks, frustrations and attacks to make you stronger. So I hope Everyone learns all about Thanks. Character impression Jiaqiang, chairman and general manager of Xiamen Donglin Electronics Co., Ltd., is alert, humorous and insightful. He even has the enthusiasm of Shaanxi people who “see the road and help each otherâ€. Of course, he is also a decent and courteous. Jia Qiang has positioned his company as a small and medium-sized enterprise and has always been proud of his creative "firefly": fireflies can self-illuminate and illuminate others. Although he only wanted to compare the energy-saving effect of energy-saving lamps in the early days, but now In the face of various actions of foreign giants, "I have to argue with you for a long time." When the words come out, their spontaneous courage makes people think that "Firefly" illuminates not only the night, but also the Chinese lighting industry. Intellectual property protection blind spot!
1
"I am stepping on the shoulders of others. 1 Reporter: Mr. Jia, congratulations on your search for the top ten outstanding figures in China's first lighting industry." People in the industry know you from the EU anti-dumping investigation on energy-saving lamps. I believe that your destiny and energy-saving lamps have already had a close relationship. Can you tell us why you chose energy-saving lamps and chose the EU market? Jia Qiang: In 1991, when I walked out of the school gate of Xi'an Jiaotong University, I went to Xiamen with my simple luggage and set foot on my entrepreneurial road. Before I founded Donglin Electronics, I was engaged in trade related work. At the end of 1994, I had a customer who was the largest supplier of lamps in Europe with an annual turnover of $500 million. In addition to doing trade with them, I also help them find some processing factories for accessories and lighting in China. Once, the customer sent me a fax asking if I could help him find a light that would save 80%. When I heard this sentence, I couldn't believe it: "Where is there such a good product?" But this customer said to me very seriously: "You are doing it in Xiamen." So I went to find it, and I found it. This product. I told some friends about this news, including Mr. He Runlin, the current collaborator. He Runlin is a master's degree in electrical engineering. Coincidentally, his master's thesis is to study some basic principles of this product. We hit it off and decided to produce this product ourselves. Fortunately, Xiamen was the production base for this product. For us, to do this kind of energy-saving lamp, "I am stepping on someone else's shoulder." "In this way, fireflies were born. 1 Reporter: Now your "firefly" is almost a household name in the lighting industry? But everyone wants to know where the inspiration for this brand comes from? Jia Qiang: One night in 1996, when I was drinking coffee with famous brand designer Cui Jianwei (nicknamed "Ghost"), we thought about how to give a good name to our energy-saving lamp brand. We first thought of using the "one-fifth" brand, the implication is that only one-fifth of the electricity is used. But if you think about it, you still feel that it is not right. The two of them have been talking late and very late. Through the constant collision of our two thoughts, I was inspired. I remembered that the fireflies would shine, but no electricity. It was a natural thing, very environmentally friendly. I shouted: "It is called fireflies." Let's go." "Ghost" said: "This is a wonderful 1", "Firefly" was born! "The road of brand strategy is right. 1 Reporter: Every enterprise will have a major turning point. When is Donglin Electronics' biggest turning point? ? Jia Qiang: The important turning point of Donglin Electronics' development should be the 1997 Canton Fair. I remember that at the Canton Fair that year, we spent a lot of money to rent a big booth, but only put 5 lights on the booth. In addition, it is something that reflects the brand concept, such as fireflies, the earth. Wait. This is an adventurous action. Many exhibitors laughed at me: this big booth is really a waste. People put dozens of products and varieties. How do you only have one brand of 5 lights? There were a lot of people watching at the time, but there was no one to place an order. But not long after I came back, I encountered an "accident" thing: I suddenly received an order for $200,000. I am very puzzled: no one at the Canton Fair said that I would place an order for me. I still wonder if someone is playing with me. Later, I asked the British merchant who placed the order: "Why do you trust me so much?" He told me: "In all the booths, you are the only one who only makes one kind of product. Other traders do everything, save energy. Lights, sockets, this is your first feature; the second feature, you are branding again; well, you are both professional and brand-conscious, I will do it with you." "I am a pioneer. 1 reporter who was forced out: Jia Zong, you are the vanguard of the foreign trade barriers. Can you tell us the origin of this “quick pioneerâ€? Jia Qiang: Actually, this pioneer is forced out! 2000 5 Month, I rarely relax to travel to Germany. Unexpectedly, I arrived in Munich for two days, I received bad news: Europe, Osram, Philips, Sivigny three energy-saving lamps giants took China's 20 energy-saving lamps companies to court, we Donglin Electronics was also among them. At that time, my mood was terrible. I immediately rushed to the EU headquarters in Brussels to get information. According to the Chinese business consul in the EU, Mr. Lu said that it is very difficult to respond to the lawsuit. Although it was very tight at the time, I still Start looking for local law Responding to the lawsuit, all the defendant companies took the lead in responding to the EU anti-dumping investigation. A year later, Osram and other companies asked the European Commission to review it again. In the review, only our Donglin Electronics is still fighting, I became "responding to foreign countries." "The outstanding representative of the barriers to trade and trade". Because of this, I am very honored to stand on the podium with the old people in the lighting industry today. "I hope everyone learns to be grateful to everyone. Reporter: There are many SME bosses and employees and successful entrepreneurs who participated in the awards evening. They all regard you as a model for learning. Do you have anything to say to you? Jia Qiang: As the saying goes, the mall If the battle is often in the smoke-filled arena, gratitude is the most beautiful emotion, and it is also the sword of the most hidden front. I have always regarded this emotion as a treasure. I can tell you a story: Fujian There was once a well-known big entrepreneur in the country, because he made a big taboo, and instantly turned a smash hit enterprise into ashes. This taboo is that he is grateful for everything around him. He is in arrears with the supplier’s money. No, I don’t pay my sincerity to my friends, I’m arrogant and unreasonable to my subordinates. In the end, he has to swallow the bitter fruit of “missing the helpless.†I think that to be a boss, you must first learn to be grateful to everyone, even your enemies. Your friends, your suppliers, your subordinates are all using their efforts to make your career, and your enemies use tricks, frustrations and attacks to make you stronger. So I hope Everyone learns all about Thanks. Character impression Jiaqiang, chairman and general manager of Xiamen Donglin Electronics Co., Ltd., is alert, humorous and insightful. He even has the enthusiasm of Shaanxi people who “see the road and help each otherâ€. Of course, he is also a decent and courteous. Jia Qiang has positioned his company as a small and medium-sized enterprise and has always been proud of his creative "firefly": fireflies can self-illuminate and illuminate others. Although he only wanted to compare the energy-saving effect of energy-saving lamps in the early days, but now In the face of various actions of foreign giants, "I have to argue with you for a long time." When the words come out, their spontaneous courage makes people think that "Firefly" illuminates not only the night, but also the Chinese lighting industry. Intellectual property protection blind spot!
1
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