Ruifeng---exist for the best optoelectronics enterprise

------- visit Shenzhen Ruifeng Electronics Co., Ltd. General Manager Gong Weibin Author: Peng Jie

If the company is a ship, the brand is the sail. For any company without a brand, the vitality is limited and short-lived. China's optoelectronic products have no brands in the world, Ruifeng has to complete such a mission.

------------------------Excerpts of Gong Weibin's Quotations

If Ruifeng Optoelectronics is likened to a warship that is on the move, then Gong Weibin, who is the founder of the company, is undoubtedly the captain of this warship. Since its launch in 2000, this warship has been sailing in the ocean of LEDs for seven years. In the past seven years, Ruifeng Optoelectronics has stood tall and steadily in the tides of the storm, and has been persistently marching towards the depths of the Blue Ocean...

Set the foundation for the integrity of the sailing articles

Gong Weibin before 2000 was just an ordinary salesperson. The word "integrity" was his mantra. Because of honesty, Gong Weibin has won the favor of many discerning customers and has accumulated a certain number of contacts in the industry. Because of his integrity, he obtained the trust of the Taiwanese chip company that was working at that time. When the company expanded its mainland business, he was taken as The perfect person is responsible for the company's business agents in the mainland.

In 2000, Gong Weibin's life resume was definitely an epoch-making year. In that year, he successfully funded 1 million yuan and officially registered Shenzhen Ruifeng Optoelectronics Co., Ltd. based on good faith. From that moment on, his life is destined to open a new page. Under the unremitting efforts of the industry, with the support and help of friends in the industry, the company operates smoothly and smoothly, everything is so smooth, and the wealth of Gong Weibin grows rapidly with the company growing day by day. If you measure it according to the ancient training of contentment, Gong Weibin should be satisfied. But Gong Weibin, who is always uneasy about the status quo, is not satisfied. He is not satisfied with the role of the agent in pursuit of perfection and extreme. He thinks that he should be able to do something more meaningful.

At the end of 2002, with years of industry accumulation and keen judgment on the market, Gong Weibin realized that SMD LED has great potential in the domestic market. At that time, SMD LED was still a new thing in China. Few companies were involved in it. Several large domestic companies have also tried it, but it has not been successful. Although the demand for domestic SMD LEDs is strong due to the large-scale use of SMD LEDs in the mobile phone field, the domestic SMD LED market is completely occupied by suppliers in the US, Japan, Korea and Taiwan due to the inability to produce.

Give up the lucrative chip agency business and enter the risky and difficult patch LED field? This was undoubtedly a difficult choice for the inexperienced Gong Weibin, and even a gamble of fate in life. As we all know, chip agents are traded, and SMD LEDs belong to a wide range of manufacturing fields, which are two completely different fields. If you enter the field of SMD LEDs, it is tantamount to the second venture, the risk of this is how big, Gong Weibin also measured. However, perhaps the body contains the kind of Zheshang style that dares to be the best in the world. Perhaps it is the passion that constantly challenges itself, guiding him to plunge into the field of SMD LED. Since then, there has been a successful business in the field of chip trade, and there is one more brave person in the field of SMD LEDs. According to Gong Weibin’s words, the old Ruifeng was gone, and the new Ruifeng Optoelectronics was born. He also reinterpreted and enriched the corporate connotation of Xinruifeng with his fearless choices and new insights into life.

The goal of the sail article is directed at the blue sea.

With the official opening of the patch-type LED, Gong Weibin led Ruifeng to start the second venture. Pursuing a perfect personality, let Gong Weibin firmly establish and do the best. Do your best to make people without me, and people have me. In order to focus on the SMD LED, Gong Weibin resolutely gave up the chip business that once gave him a rich return.

If a worker wants to do something good, he must first sharpen his tools. According to the standard requirements of the SMD LED production process, Gong Weibin purchased advanced manufacturing equipment from abroad and hired several senior experts from Taiwan and Japan as consultants to ensure product quality from production process to manufacturing process.

With the trial-produced products all qualified, the SMD LED produced by Ruifeng has opened a gap in the domestic market firmly occupied by foreign suppliers, and successfully broke through and made the products into the international market. Among the top 500 companies, Panasonic, ABB, LG, Lenovo, KTFT, and TRULY have established long-term supply relationships with Ruifeng.

In the face of all this, Gong Weibin was naturally delighted, but he was not stunned by the temporary victory. He was soberly aware that the competition has just begun, and the competitors he faces are all well-known foreign companies, and Ruifeng’s foundation is still shallow. Going against the water, if you don’t advance, you will retreat. Gong Weibin resolutely decided to increase investment in research and development, and innovative thinking, leaving no one to have, and people have my high-end research and development route. Its research and development of COOL-LED is still one of the most efficient structures in the industry; after careful decision, Gong Weibin and his research and development team decided to launch the TOP-LED production line in due course. The manufacturing process of TOP-LED is different from that of SMD LED. Its brightness is much higher than that of ordinary SMD LED. The heat dissipation method is better than the SMD LED of circuit board structure, and the reliability of the product is stronger. At that time, only the TOP-LED technology of Germany OSRAM Company was relatively mature. Some well-known domestic manufacturers had tried it out, but the products developed were not satisfactory. Therefore, domestic manufacturers should try their best to be cautious and low-key in TOP-LED, one time TOP- LED is regarded as a restricted area for Chinese LED packaging companies. Gong Weibin and his R&D team were not intimidated. After numerous trials and trials, the huge TOP-LED was finally developed. The product raised the general 20mA rated current to 30mA in the industry, reducing the cost of LEDs for LCD backlights. 35%, opened the distance with other competing companies, and some of its products even surpassed the industry's Big Mac, OSRAM with more than 10 years of manufacturing experience, which laid the high-end image of the industry.

In terms of sales, Gong Weibin decided to challenge the foreign high-end market, adopting a strategy of competing with well-known foreign companies, good product characteristics and suitable prices, making Ruifeng's products very competitive in foreign markets and favored by many internationally renowned companies. . The export proportion of Ruifeng products has reached more than 60%. The brand of “Ruifeng Optoelectronics” has also been recognized by the majority of enterprises in this baptism, and its TOP-LED has long enjoyed the reputation of the industry.

Escort articles to escort

When dealing with internationally renowned companies, Gong Weibin knows the importance of corporate brand and image. To be an international company, it is necessary to be in line with internationalization. It is necessary to demand and measure itself according to the standards of international enterprises. For this reason, Ruifeng took the lead in the construction of CIS corporate image in the industry. A set of CIS image logos with international fashions has made Ruifeng's external image quite international. The corporate image with “REFOND” as the logo is obtained in the industry. Widely spread.

With the development and development of Ruifeng day by day, Gong Weibin profoundly understands that the business operation is absolutely not as simple as the “selling the produced products” that he thought at the beginning. He felt that the role of Ruifeng’s “captain” was more The harder it is. To this end, Gong Weibin reported the EMBA, knowledge of bad management, and pays attention to learning from life and work, learning from well-known foreign companies, and learning from competitors.

In summing up the case that some famous big enterprises in China went down to the night, Gong Weibin deeply realized the crisis of corporate governance. Domestic grassroots enterprises must start from the usual habits, and the style of being a person directly determines the style of doing things. Gong Weibin knows that if enterprises want to continue to develop, they must rely on a sound system to ensure that an excellent system is the basic guarantee for creating a good enterprise. To this end, Gong Weibin pays close attention to the establishment of the system, uses the system to establish the criteria for selecting and employing people, uses the system to standardize the code of conduct, uses the system to stimulate the innovation system, and uses the system to guarantee quality management. The system covers the daily management of the company. All aspects of production and management. The perfect system and strict implementation have made the company's objectives clear and the responsibilities clear, and the employees' responsibilities, rights and interests have been effectively implemented. Once, several employees were late for a long time. If it was in the past, these little things that were irrelevant may even be said, but this time Gong Weibin did not appease, strictly in accordance with the system punishment. Under the guarantee of the system, the company has also formed a vertical management system from top to bottom, responsible for the first level and the first level. Since the implementation of the system, the company's appearance and work efficiency have been greatly improved. Due to the guarantee of the system, the enthusiasm and creativity of the employees are fully mobilized. The most direct feeling of Gong Weibin is that he has less and less control, and sometimes he has become a "rich and idle person."

Why does the pilot article Ruifeng exist?

On June 6, 2007, it was another day worthy of Gong Weibin and Ruifeng people. On this day, Ruifeng officially laid the foundation for the construction of a new factory invested by 160 million yuan in Ningbo. The first phase of the 70 KK production line was officially put into operation. By the end of the fourth phase of the project in 2008, the monthly production will reach 300 KK. Gong Weibin is getting closer and closer to the goal he set at the beginning. At this moment, he should be excited and he looks very calm. At this time, Gong Weibin, who is calm inside, is thinking about it again?

Gong Weibin, who loves philosophy, often thinks about things such as why people live, which seems to be unspeakable to ordinary people. When Ruifeng developed and developed day by day, Gong Weibin asked himself and all Ruifeng people a question: Why does Ruifeng exist?

In Gong Weibin's view, the value of a company's existence is more than just making money. At least Ruifeng is not. And Gong Weibin's corporate values ​​are to be a good company and a respectable company. Among the most admired entrepreneurs of Gong Weibin, not the Chinese richest man Li Ka-shing, but the private entrepreneurs who created Haier’s Zhang Ruimin and Mengniu’s head Niu Gensheng. Gong Weibin said that although Li Ka-shing is very rich, it is money at best, but entrepreneurs like Zhang Ruimin and Niu Gensheng who founded Haier and Mengniu did not pursue too much personal wealth because of the success of the company, but they created Corporate brands can make the whole Chinese feel proud and proud. What is left for the Chinese is not only material wealth, but also a valuable spiritual brand.

In accordance with the philosophy of being a good company and being a respected enterprise, Ruifeng, represented by Gong Weibin, made a solemn answer for why the enterprise exists: Ruifeng is to be the best optoelectronic enterprise!

In order to realize the long-cherished wish of being the best optoelectronic enterprise, Ruifeng insisted on doing something and doing something wrong. Gong Weibin knows that some industries like real estate and securities can be profitable in a short period of time, but they have not helped Ruifeng become the best optoelectronic enterprise, and they have not helped Ruifeng become a respectable enterprise. Therefore, Ruifeng will not choose to enter and be with the Lord. Any industry that has nothing to do with the photovoltaic industry. Rooted in the optoelectronic industry, focusing on China's LED industry, the company's destiny is firmly tied to the destiny of the country and the world's optoelectronics industry. Here, we see both an incomparable courage and a heavy historical mission. .

We are proud of the fact that the LED industry has a national enterprise like Ruifeng, and we are excited to have a corporate leader like Gong Weibin. We have reason to believe that companies like Ruifeng, such as Gong Weibin, have many companies in our LED industry. They are the cornerstone of our industry. With them, we have the confidence and hope to catch up with the world. I hope that Ruifeng will go all the way and realize the long-cherished wish of being the best optoelectronic enterprise.

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