Guangdong Xuelaite head, Chai Guosheng
Since the listing in 2004, Chai Guosheng, the head of Guangdong Snow Wright, is a frequent visitor to various rich list. He is well-known in Forbes China's rich list, and ranked third in Yunnan's richest man; he is also among the top in the list of SMEs listed companies, and his market share of Shelley is ranked 15th. But for these lists, Chai Guosheng never cares. In his eyes, after basically achieving financial freedom, wealth is only a figure. "If our country has an energy-saving list, I will care if I can get on the list."
Among the entrepreneurs who started business in Guangdong, Chai Guosheng seems to be somewhat "alternative."
Chai Guosheng was born in the class and was admitted to Fudan University in the late 1970s. Despite the entrepreneurship in Guangdong, Chai Guosheng was born in Yunnan, and his career started in Yunnan. Even the core members of his entrepreneurial team are mostly from Yunnan. The Chai Guosheng's Xuelaite is listed on the small and medium-sized board, although the net assets are only several hundred million yuan. However, the scientific and technological content of the company has made many giants with tens of billions of output value look at it. Shelley has won the second prize of National Science and Technology Progress Award and has more than 100 patents, many of which are invention patents with high technical content.
Since the listing in 2004, Chai Guosheng, the head of Guangdong Snow Wright, is a frequent visitor to various rich list. He is well-known in Forbes China's rich list, and ranked third in Yunnan's richest man; he is also among the top in the list of SMEs listed companies, and his market share of Shelley is ranked 15th. But for these lists, Chai Guosheng never cares. In his eyes, after basically achieving financial freedom, wealth is only a figure. "If our country has a list of energy-savings, I will care about whether it can be on the list." Xue Wright, a subsidiary of Chai Guosheng, produces 100 million energy-saving lamps every year, saving 7 billion kWh per year.
Perhaps because of the indifference to wealth, Chai Guosheng in life is more like a literati than an entrepreneur. Even in the corporate office, collections such as antiques, root carvings, jade and paintings occupy a lot of space, attracting the attention of many visitors. He even invested in a film and television culture company in his own name, and he can shoot several movies every year...
From apprentice to entrepreneur
"Before going to Fudan, I worked as an apprentice in the light bulb factory. After I graduated, I did technical work." Chai Guosheng, who wears glasses, talks slowly.
After graduating from the Department of Optics at Fudan University, Chai Guosheng returned to his hometown, a light bulb factory in Gejiu City, Yunnan Province. Although this factory is famous in the local area, it is located in a remote area and its economic development level is not high. In the 1980s, China had just reformed and opened up, even if the economy in the coastal areas was still very backward. Although the "breaking the three railways" was a very fashionable word at the time, it was really necessary to give up the iron rice bowl and look for the so-called golden rice bowl. Great courage. Chai Guosheng gave up and did not hesitate.
Since the light bulb factory often sells its products to Guangdong, Chai Guosheng knows more about the Guangdong market. “I thought that Foshan Nanhai was a good place to realize my dreams, so I brought some colleagues from the old bulb factory to Foshan.†Chai Guosheng recalled.
In 1992, Chai Guosheng was 39 years old. Seventeen years later, Shellett became one of the three most well-known lighting companies in the country. "This road is not going smoothly. There are many difficulties that others can't think of." When starting Huaxing Optoelectronics Co., Ltd. (the predecessor of Shelley), most of the funds were "smashed" into the most critical equipment, while other equipment and raw materials were "It can save time.
"Put the rusted screw in the kerosene and soak it for a few days." Chai said that in 1993, the company had only one purchase car, the human tricycle, and one day was stopped by the traffic police at the Zumiao Street. . It turned out that it was forbidden to ride a human tricycle in downtown Foshan. The human tricycle was towed away by the traffic police. Everyone removed the purchased items and re-thought the way back to the company.
“The work at that time was very hard. The company’s management staff also worked ten or more hours a day. It’s common to work 30 days in a row. The monthly salary is 800.†Chai Guosheng recalled the difficulty at the beginning and thought that the group of like-minded people would like to be like him. Going all the way has a lot to do with his own style of being a man and doing things. "I only owe a salary to everyone, because one year the safe was stolen, and the wages put in it were also stolen."
This kind of hardship has been going on for several years, and an occasional opportunity has made Huaxing stand out. Fudan University had a project at that time and needed high-quality enterprise supporting production. They found a circle in China, including many large enterprises, but they could not find a suitable one. Finally, they discovered Huaxing Optoelectronics. This has also enabled Huaxing Optoelectronics to establish its own quality position in the field of electric light sources.
In 1997, "Huaxing" cooperated with Fudan University to succeed in the "Research on the mechanism of energy-saving lighting failure", so that the quality of energy-saving lamps reached the international advanced level. Huaxing took the lead in adopting the energy-saving lamps produced by the new process of coating water-protecting powder coating. The average life expectancy is over 8,000 hours, the 2000-hour pass-through maintenance rate is over 85%, and the technical indicators have reached the international advanced level. The project won the first prize of Science and Technology Progress Award of the Ministry of Education in 1999. After 1998, Huaxing Optoelectronics realized two major innovations in the "compact high-efficiency energy-saving lamps": First, high-power, created more than 65 watts of energy-saving lamps, to achieve more compact, "energy-saving rockets" hit a shot, reaching the world's leading level, Breaking through the restricted area where energy-saving lamps do not have high power; the second is to develop in a smaller direction, 3 watts, 5 watts, inventing the family-type "small brighter", leading an industry trend. These two breakthroughs have also expanded the product range for the company and greatly enhanced its international reputation.
As the company grew bigger and bigger, Chai began to motivate its own people by giving shares. To date, his personal holding of Shelley shares is about 49%, and the rest are donated to the shareholders of the board of directors.
Technical paranoia
Chai Guosheng is now focusing on a new energy-saving product: solar-powered ceramic metal halide lamps. This head is topped with a solar panel, a light that can be moved around, and played in the pre-disaster line of Wenchuan – it can provide outdoor lighting continuously without the need for an external power supply throughout the night.
In the past 2008, this set of lighting system that looks very futuristic is the No. 1 star project of the research department of Shell Wright - "We think that it may get many orders in the energy-saving upgrade of highway lighting in the future. "An employee of Shellett said this.
After 1997, the star project of Shelley's R&D department has been continuous.
After cooperating with Fudan University in 1997 on the success of energy-saving lamps, Chai Guosheng tasted the sweetness, that is, continuous innovation and efforts in innovation. In 2002, the company moved to the Nanshan Shishan Industrial Park and rounded up Chai Guosheng’s first dream: to have his own entrepreneurial home. Based on this, we will launch our second dream: “Create a world-class lighting companyâ€. In order to achieve this goal, Shellett has developed and produced high-tech products such as new UV lamps, UHP lamps and automotive metal halide lamps (Xenon lamps) in a forward-looking manner, and has established an independent intellectual property brand. At the same time, the company changed the past slogan "with technology as the core" to "with technology innovation as the core", and the simple two words reflect a new value orientation.
In fact, unlike Shell Wright's focus on technology development, many lighting companies in China use low-cost labor to increase market share through low-cost production. Chai Guosheng does not agree with this development model. “The lighting industry is essentially a technology-driven industry, whether it is in the field of energy-saving daylights or in automotive lighting. For Chinese companies, lower labor costs are important, but if our company’s only advantage is labor If it costs, it will be more dangerous." In the eyes of Chai Guosheng, the future of lighting companies is still technological innovation. Because of its great emphasis on innovation, Chai Guosheng is called "technical paranoia" by some people in the industry.
It is because of this insistence that Shell Wright is the first to develop products for UV light sources. Ultraviolet light sources were previously produced and dispersed, only a rough standard of 1,000 hours for the Ministry of Health. When Snow Wright came up, it was produced according to the enterprise standard of 8000 hours. The product suddenly entered the international city in 2002. The company participated in the formulation of national standards and raised the national standard from 1000 hours to 5000 hours. Next, Shell Wright is preparing to produce high-power UV light sources of more than 300 watts and enter the sewage treatment system. Currently, such high-power ultraviolet light sources are imported.
In 2003, Chai Guosheng aimed at the international development trend and entered the field of auto parts to produce high-quality xenon lamps. This kind of lamp has strong illumination, high energy efficiency and high requirements on the process. Since it was put into production in 2004, it has become the second pillar of the enterprise after the energy-saving lamp. According to the development of the market, it will double in the next few years and eventually reach 100. The supporting capacity of 10,000 car light sources.
The leading edge of technology and the success of the market not only let the peers look at Shelley, but also a number of honorary titles: following the first prize of the Ministry of Education for Science and Technology Progress in 1999; in 2003, the "high quality compact" The research and development of energy-saving lamps won the second prize of National Science and Technology Progress Award, which is also the highest award in the field of domestic electric light source.
The lighting industry has a lot of market space
After the second half of 2008, the impact of the world financial crisis has intensified and export demand has declined. Like many companies, Shelley has turned its attention to domestic demand as a technology leader in China's lighting industry. Chai Guosheng hopes to pass the brand in the next few years. Construction and marketing, Snow Wright can transform its technological advantages into market advantages and occupy more domestic market share.
Although the performance was greatly affected by the financial turmoil, Chai Guosheng did not change his original intention. He always believed that the lighting industry was a sunrise industry. "When the financial crisis lags behind, even in the international market, this industry can maintain a relatively fast growth rate." Chai Guosheng said.
The reason why this belief is held is because Chai Guosheng judged that after the energy conservation and environmental protection have become the development trend of the lighting industry, the market prospect of this industry is undoubtedly very broad. And this industry can indeed bring huge social benefits. Chai Guosheng calculated the account for the reporter. According to the output of Xuelaite's 100 million energy-saving fluorescent lamps last year, the average 11W was used to replace 60W incandescent lamps. Each lamp was calculated in 4 hours per day, saving 7.14 billion kWh per year to 0.6. The yuan/kWh calculation can save electricity costs of 4.284 billion yuan and save 2.89 million tons of coal. At the same time, it can also reduce carbon dioxide and sulfur dioxide emissions by 7.61 million tons and 65,000 tons respectively, and reduce nitrogen oxides by 31,000 tons. From this perspective, the industry in which Shell is engaged has a mission of social responsibility.
Because of the financial turmoil, Shellett’s export orders have decreased by about 40%. Chai Guosheng hopes that in the next few years, Shellett will be able to make a big market share in the domestic market.
In fact, as early as the Chinese did not know much about U-shaped T-shaped large and small energy-saving lamps, Chinese energy-saving lamps and lamps have been exported to mature Western countries. According to statistics, in 2006, 2.4 billion energy-saving lamps were produced in China, accounting for more than 80% of the world's total.
Although China occupies the majority of energy-saving lamps, the share of the energy-saving lamp industry chain is not large, because the vast majority of the 2.4 billion energy-saving lamps are OEM-type exports, even if they have domestic leading technology. Snow Wright is no exception.
In the past two years, Chai Guosheng issued a death order within the management: “Must be a brand.†In order to achieve new goals, the listed company with an annual output of 100 million traditional energy-saving lamps has begun a major adjustment of the business department system. The “Technology-Work-Trade†story is finally going to be the last chapter – “Before we did OEM, it was forced to solve the problem. The brand built a year later means you lost some market opportunities.â€
Since the domestic market is to be a self-owned brand, the domestic market is obviously the first to consider, but local companies such as Shelley currently have a low market share in the domestic market. Whether in China or abroad, although China has produced more than 80% of energy-saving lamps, brands such as Philips and Osram have already dominated these markets.
However, the domestic market is very large. China's lighting energy consumption accounts for about 30% of the country's total energy consumption. The National Development and Reform Commission is pushing for green lighting energy-saving projects, which is one of China's “Top Ten Key Energy Saving and Emission Reduction Projectsâ€. The project will be implemented in China's large and small units and families, from street lamps to table lamps and other lighting products. Xuelaite is pondering how to pan for gold from the lighting ups of this Chinese society. According to statistics, there are currently more than 100 million Chinese households using energy-saving lamps. The annual sales of energy-saving lamps in the country totals 12 billion yuan, and the national push for green lighting projects will further promote the market scale.
In the list of subsidized enterprises promoted by national high-efficiency energy-saving lighting products, Shelly is well-known among the more than ten famous brands such as Philips, Osram and Op. However, in the first batch of 50 million energy-saving lamps, the "point" was 3.2 million. Chai Guosheng believes that Shelly can win the bid with companies like Philips, indicating that the country is recognized for the quality and technical content of the Shell. This Snow Wright has further strengthened the domestic market and laid the foundation.
In fact, Shellett also faces significant opportunities in the international market. At the Brussels EU Spring Summit, which concluded on March 9, 2008, an agreement was passed: in order to reduce greenhouse gas emissions, EU leaders have informed the European Commission to adopt a proposal as soon as possible, and phase out incandescent lamps in individual households before 2009. , completely end the "incandescent era." Prior to this, Australia announced in February 2008 that it would completely disable incandescent lamps by 2010.
"Whether it is international or domestic, the market space of the lighting industry is still very large. If the next few years, Snow Wright can achieve both technology and brand, the development space is still very big." Chai Guosheng is full of confidence in the future.
Edit: LC-HY
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