Author: New Finance Qin Yimin
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Eighteen years ago, he was a researcher at a research institute in Shanghai, the Ministry of Communications. After 18 years, he thought that the best thing to do was to do research. When the transit has not moved, the only difference is that he is now working for himself.
His company is currently the largest professional manufacturer of LED (light-emitting diode) displays and LED lighting products in China.
This company has nearly 20 years of research and development of LED R&D and application technology and a research and development production base of 50,000 square meters. The R&D team consisting of hundreds of high- and medium-level R&D personnel has obtained hundreds of independent intellectual property rights.
They develop and produce all kinds of indoor and outdoor high-end LED application products, covering the advertising media, highways, urban transportation, stadiums and other fields in 24 provinces and cities in the country. The products also enter the international market and are exported to the United States, Japan, Canada. , the Middle East, South Africa and other countries and Hong Kong and Macao.
In mid-March 2010, Shanghai ushered in a sunny day after the spring season. In this warm and cold weather, I entered the Shanghai Sansi Electronic Engineering Co., Ltd. (hereinafter referred to as “Sansiâ€), a factory located in Xiaoying Road, Minhang District, Shanghai. Small courtyards, low-rise buildings, simple layouts... everything in front of us, and this little giant enterprise that grew up in the sub-sectors, is a bit "inconsistent."
This company, which has outstanding sales performance and technological leadership at home and abroad, its founder named Chen Bishou, who studied in Germany in his early years, is a "sea return" entrepreneur.
Researcher who does not want to see a guest
Check the relevant information online and find that there is very little information about thinker. The only few pieces of information are corporate briefings or job postings, and there are even fewer reports about their boss, Chen Bishou. The selected company of the first China Scholarship for Returning Overseas Chinese Entrepreneurship “Tengfei Award†is truly “unknownâ€.
“Before, a vice president of the Shanghai-European Alumni Association, we are classmates. He came back from abroad to write a book and wrote an article (about our report). We rarely talk to the media ourselves, we are very common. I feel that I don’t have such a good person.†Just as soon as she was seated, Chen Binshou, who was dressed in a simple way, explained to us, “In general, we are more introverted.â€
Chen Bishou said that the company is not good at propaganda marketing, which is the weakness of himself and the company. Therefore, the idea of ​​thinking is to avoid disadvantages and emphasize advantages. Do things in a down-to-earth manner, work hard on R&D, try to get things done, don't be fooled, and solve problems quickly – let the customers feel at ease and let the partners feel at ease.
Before the interview, the relevant person in charge of Sansi revealed: "I heard that you are coming, Chen Dong also asked me, can you not see?" Because of the person in charge, "You are not rude," Chen Bishou accepted the interview.
The relevant person in charge of Sansi told the reporter that Chairman Chen never saw the media. He even participated in the “Tengfei Award†for the first Chinese students studying abroad. He is also a complete shopkeeper. When the organizer put forward the request "If the award is required to go to Beijing to receive the award", he also asked "Can I not go?"
When it comes to Chen Bishou, his subordinates describe him like this: "There is no concept of money, and often take out your own dividends at the end of the year." "I always love to drill in the office and do research." "Not strong, it is a very easygoing." "People", "very ordinary, not like a chairman." As the chairman of the board, he has no secretary; the company meeting is rarely seen on the rostrum; he has given the authorship to young scholars again and again, and handed over the bonus to the company charity fund; he never walked into the wine banquet, the lens I also couldn’t capture the moment when he was wearing a tie suit.
Chen Bishou said that he has no concept of business, just a person who engages in technology. His business card is printed with the chairman and researcher, but his impression of the reporter is indeed a "reluctant to see" researcher.
As a researcher, he has good research results. He is the executive director of the Display Committee of China Photonics Association, the expert of transportation economic information system of the Ministry of Communications, the member of the evaluation committee of the senior professional title of the Ministry of Communications, and the deputy director of the Semiconductor Lighting Special Committee of Shanghai Optoelectronics Industry Association.
In the interview, Chairman Chen Bishou did not talk too much about the hardships of his own business. He is more willing to say that he has worked with him for more than ten years, and said that he is thinking about technology research and development and thinking about products.
50 years old entrepreneurship
In 1993, Chen Bishou was 50 years old. At the age of 50, for many people, they have begun to consider retirement, but Chen Bishou has only begun to consider starting a business.
From January 18 to February 21, 1992, Deng Xiaoping’s southern tour of Wuchang, Shenzhen, Zhuhai, Shanghai and other places delivered an important speech, saying: “The courage to reform and open up is bigger, dare to test, and look at it. Try it boldly and boldly."
At that time, Chen Bishou, who returned from overseas study, had worked in the Shanghai Ship Research Institute of the Ministry of Communications for more than ten years. Affected by Deng Xiaoping’s southern tour speech, many people in his research institute are talking about entrepreneurship every day. At that time, the leaders also supported entrepreneurship. Chen Bishou’s heart has also been greatly shaken, and he began to think about why not do it himself?
But he couldn’t make up his mind for a moment. Once, he went to Beijing to meet and met many friends. At that time, Chen Bishou was recognized as a "nerd" in that circle, but he accepted the ability quickly. Chen Bishou recalled that everyone came from different units, there was no superficial article, and everyone said everything. Many of them were real truths and left a deep impression on him. Chen Bishou put the things he wants to start on the table and talked with them. His idea is, "These people are very powerful, definitely help me analyze, what is good, what is not good." The result is beyond his expectation, several experts in the Ministry of Communications are familiar with the word: don't hesitate, look for one Word: Dry! "I just want to do it, nail it on the board," and everyone is willing to help. A friend said: "(Company license) If you need it, you can hang in Beijing, things can be done in Shanghai."
Government support, policy support, and action are not lost. Chen Bishou’s determination to start a business is even stronger. In 1993, he and two other friends, three people together for 160,000 yuan, began the thought of entrepreneurship. So far, Sansi has gone through a full eighteen years.
When it comes to the sea, Chen Bishou’s thoughts are thousands of things: “There is no awkward spirit, no spirit of taking it, no gas, no strength, no way to go. If you can’t walk a new road, you can’t do it. A new career."
When asked Chen Bishou, the year in which Sansi developed rapidly, he said that over the years, the company has basically maintained a growth rate of 30% every year. From last year to this year, in the context of the global financial crisis, the team of the Sansi team was set at a low level at the beginning of the year, even lower than the previous years, but the results were still very good. In 2009, Sansi's sales performance continued to grow, reaching 750 million yuan, and in 2008 it was 530 million yuan.
It is reported that in 2010, the sales target of the Sansi team was 10 billion.
Dig three barrels of gold
Chen Bishou is doing LED, but his first bucket of gold was discovered from the capital market.
In 1992, after Deng Xiaoping’s southern tour to investigate the Shenzhen stock market, he pointed out: “There is something about capitalism. The socialist system can also be used. Even if it is wrong, it doesn’t matter! If it is wrong, it will be opened later, and there will be 100% correct things. â€
In this year, with the approval of the People's Bank of China, the state established three major national securities companies. After 1993 and 1994, China's securities market began to flourish. In 1993, the stock exchange hall of the Shenzhen Stock Exchange was opened, and the number of brokerage seats increased. Many companies started listing. Prior to this, the size of the securities company was not large. Under the blow of Deng Xiaoping's southern tour, the securities business department sprang up in the country and quickly opened hundreds of homes.
Facing the securities business department that was just established in various places, Chen Bishou approved the LED market display screen required by the securities business hall and quickly attacked. Under the strong market demand, the newly established Sansi quickly dig the first barrel of gold.
In 1993 and 1994, Sansi almost monopolized the market display screen of 90% of the securities companies in the country. The reason for this market share is that the quality of the display they make is guaranteed. "The stock trading display can't be broken. If it's broken, it's going to happen. The reliability of the product is the time it was made." Chen Bishou said.
The second bucket of gold is from the LED outdoor advertising screen. In 1995, Shanghai Xujiahui Oriental Commercial Building set up a large-scale outdoor curved LED full-color display, which set off the investment trend of LED screen in the advertising market. This display, which has been running for 15 years and is still intact, is the product of Sansi. It is this LED screen that opened the first application of the domestic LED outdoor advertising screen market. Chen Bishou’s heavy punch has activated both the market and the market. Prior to this, LED outdoor advertising screen domestic enterprises can not do, they need to import.
It is reported that this display of Xujiahui sold 20 million yuan at that time. To date, outdoor advertising displays are still an important source of profit for Sansi. In 2009, Sansi approached more advertising companies and signed a large number of outdoor advertising screens. LED outdoor advertising screen this barrel of gold, dug long enough.
Chen Bishou led the third bucket of gold that was thought of by the three - LED road and railway display screens, and it was the node that stepped on the market demand. In 1996, the highways began to overhaul in all parts of the country. In 1996, the Beijing-Shanghai high-speed railway with a design speed of 350 kilometers per hour was started. The road and railway LED displays began to enter large-scale applications in the market. Chen Bishou seized the market opportunity and made a timely attack.
Today, Sansi products have monopolized 50% of the domestic highway LED display market and 80% of the domestic high-speed railway LED display market. With the further formation of China's modern highway and railway three-dimensional transportation network, Sansi will get more lucrative returns in these two major market demands.
Chen Bishou said that he “does not understand businessâ€, but every step he took from his entrepreneurial career has seized the market opportunity, achieved today's thinking, and laid a solid foundation for the future of Sansi. It is no wonder that some people say that Chen Bishou is a person who combines the wisdom of scholars with the vision of entrepreneurs.
In January 2010, the Shanghai World Expo Exhibition Hall, more than 3,000 square meters of Sansi LED display in each pavilion, the main passages in the park, blooming "they" delicate, bright, bright, colorful face. With the opening date of the Shanghai World Expo, it will become a global highland for Sansi to showcase the development and application of domestic LED technology.
Refuse to be acquired
Thinking twice about the output value, not lending, not publicity, but does not affect the foreign bosses are optimistic about this company.
In the first half of 1999, the Japanese KCC company chairman Ji Ye Fuzhi and his team of three came to think twice. Hirano Fuji is an old friend of Sansi. Chen Bishou opened all the workshops, opened the research room, and presented all his equipment, all products and all his abilities to his competitors: "Please feel free to visit." He knows that the company has less confidentiality. The more emboldened and powerful.
The huge production workshop, the large R&D department, and the dazzling LED display, the Japanese people are full of praise. On the side he smiled and did not move. After the visit, just in the conference room, Hirano Fuji showed their latest products.
Chen Bishou said with no movement: "Remove it and see?"
The whole audience was amazed, and the people present were shocked: This is not to discuss confidentiality with competitors?
Jiye Fuzhi smiled, without any hesitation and difficulty, and asked for a screwdriver and hands-on.
Chen Bishou has a lot of heart, and Jiye Fuzhi is screaming at him. At the moment, it is not only a contest on the product, but also a contest between the company's character and the personal charm.
In the past few years, people who are looking for Chen Bishou to talk about cooperation have come to the end, and the conditions given are more than one. However, the thoughts were declined. Chen Bishou knows clearly that it is to talk about cooperation, and the essence is acquisition.
He set a basic condition for the company: sincere cooperation, welcome. Acquisition, free talk.
Chen Bishou has a lot of habits, one of which is that he likes to reflect. Which step is right, which step is wrong, and often go back and look. Regarding the obvious "invitation" of foreign companies, he thinks that he has done something wrong: "No matter what the foreign company's intentions, we can't say 'no'. In modern market, cooperation is very important, the key is how to talk, how to fight for Better opportunities for cooperation."
Chen Bishou advocating less and doing more, even did not say. But when necessary, he never sighs. Sometimes, he will not be humble: "Whether it is LED display or LED lighting, what level of internationalization, we reach to what extent, we are clear." "Currently, our LED display and LED lighting The lights have entered the best ranks in the world." When talking about a specific project, he said: "In addition to the technical advantages, we still have the advantage of price. Others have to use 10 million yuan, we only need 100,000 yuan. If someone else can't get the 10 million yuan project, we can get it for 100,000 yuan."
Willing to be a "hands-on shopkeeper"
Throughout the interview, Chen Bishou emphasized more than once that he did not understand business. He said that the business matters were completely handed over to his subordinates, let them let go.
During the interview, Vice President Sansi reported the latest news: In the bidding for the lights of Shenzhen Metro Line 2, she thought twice to win the supply of more than 25,000 lamps in 29 subway stations. After hearing the news, Chairman Chen really lamented: "The company's sales team is very powerful and not easy."
In many things, Chen Bishou is willing to be a "hands-on shopkeeper." Perhaps because of this, think twice gathered a group of talented people. It is understood that in the interior of Sansi, everyone is calling their names, there is not much subordinate level constraint.
In the second thought, many employees have been working for more than ten years, and the chances of the old employees who have settled down are very low. For example, those "older elders" in the sales team. In the sales team of Sansi, some veteran sales staff are 60 years old, but still rushing to the front line of sales, and can make excellent sales performance every year. The deputy generals of Sansi evaluated their company in this way: "Sansi is not a purely commercial, purely industrialized company, but a institute-style company. It is not a family business, but like a big family."
Today's Sansi Company has gathered a group of people of insight who are determined to develop China's high-tech. There are returning scholars who have returned from overseas, and well-known experts who enjoy special allowances from the State Council. They are well-known experts in the LED industry. The scientific and technological elites transferred from universities and large institutions have foreign CEOs who have been hired from the talent market for millions of years, young talents who have won the first place in the national mathematics competition, and nearly half a century of friendship with him. Old classmates and old colleagues who started his business together. Chen Bishou and these outstanding talents gathered together to regard the pursuit of excellence as the company's goal and mission, and sang the main theme of the three thoughts.
In recent years, Sansi has developed rapidly and has become a leading company in the domestic and international LED industry, but in his view, the current thinking requires more talents. "Talent is our current short board," said Chen Bishou.
One of the core concepts of Sansi's recruitment of employees is “the first character, the second abilityâ€.
It is understood that the name of Sansi is taken from the computer, communication, and three Cs that control the initial letters of English words. Looking at it now, it has a deeper meaning. In the eyes of the three thinkers, "thinking before you go" has become the way of the company and the company's code of conduct.
Make Sansi a world-class enterprise
On weekdays, Sansi people seem to have become accustomed to the norm of "can be said to have plans, but also can be said to have no plans." They "do not mention the goal, but always think about it."
Today, Sansi is already leading the country and the third in the world, but Chen Bishou has a greater ambition to make Sansi a world-class enterprise in the segment of LED.
In fact, for the future of Sansi, Chen Bishou has a clear plan. He wants to make the best production line in China and the world, and develop all the products himself. "We have already thought very concretely. Every step has very clear indicators." Chen Bishou said: "Now we are already arranging these things, but we still demand stability, not too fast and too fast."
"What happens in the market, when to get something, not in the mind. To see a lot of materials and learning, but also to listen to the negative opinions, constantly correct yourself, communicate with the team to concentrate everyone's wisdom, not a person to shoot their heads Therefore, the development of Sansi is relatively stable, and the time for intervention in each major project is relatively accurate, sometimes just right.†Chen Bishou evaluated his decision.
All of this is not enough for him: "We are constantly reviewing ourselves, thinking about what else is not doing well, how can we make fewer mistakes. Next year will be like, after the next year, four years later, again I have thought about things in the future. We have now foreseen that there may be such a phenomenon in LED lighting: there are thousands of companies in the country that are doing it, and the price is too cheap, and there is a possibility of disorderly competition. By then we What to do? We are ready now, and a lot of materials are being researched on our own."
In the process of reviewing the data, I noticed the following figures: 50 million points/year LED packaging capability; 50000m2/year LED display production capacity; 50,000 sets/year LED lighting production capacity... In Chen Bishou’s corporate growth blueprint, These numbers will get bigger and bigger in the future.
The accommodating Chen Bishou should make Sansi the best and the best enterprise in the world in China.
Shanghai Sansi Electronic Engineering Co., Ltd.
Founded in 1993, it is a high-tech enterprise specializing in the R&D and production of LED application products. The main products are LED display and LED lighting, which are all recognized as Shanghai High-tech Achievement Transformation Project.
The company has obtained Shanghai Science and Technology Small Giant Enterprise, China LED Excellent Enterprise, China Electronic User Satisfaction Enterprise, National “863†Semiconductor Lighting Key Research Project Undertaking Unit, China Electronic Customer Satisfaction Product, Shanghai Famous Brand Product, Shanghai Equipment Manufacturing Industry and High-tech Technology industry independent innovation brand, Shanghai key new products, Shanghai patent new products, Shanghai energy-saving products and other honors. In 2002, the company's annual sales exceeded 100 million yuan, and the current development trend is rapid, ranking first in the domestic industry.
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