Source: Dongguan Time Network - iDongguan
"Jin Shang" is an original short video column of characters created by Dongguan Newspaper Media Group News Client iDongguan. It is an issue every week, focusing on the struggle history and business model of Dongguan entrepreneurs, telling the story of "visible struggle of Dongguan", shaping corporate brands, promoting the spirit of progress, and inspiring more people to pursue their dreams in Dongguan.
)As we all know, Dongguan Manufacturing has emerged a large number of "hidden champions" in many sub-sectors. Guangdong Siwo Precision Machinery Co., Ltd. (hereinafter referred to as "Siwo") is one of them. Under the leadership of founder Wang Jianxun, it has become a "unicorn" in the domestic intelligent equipment segment.
Wang Jianxun introduced that "Siwo specializes in the production of PCB ( printed circuit board ) film stickers, film tearing machines and other series of flagship products. PCB is the mother of the electronics industry. China is the world's largest PCB manufacturing country, and it bears more than 60% of the world's supply. Our Siwo has always had the largest share in PCB film stickers in China and the world's first."
Wang Jianxun, a post-80s generation, is actually a liberal arts man. He majored in file management in college. A few years later, he turned into a "product manager" in the field of industrial electronics, dealing with various mechanical parts every day.
●The company has grown from its original team of 3 people to 140 people
●There are 60 R&D personnel
●More than 150 patents in various categories. More than 30 invention patents
●In 2014, Siwo was recognized as a "national high-tech enterprise"
●In 2016, it was included in the Songshan Lake double-domain plan Enterprise
●In the past few years, it has achieved exponential growth
●It is expected that the turnover this year will exceed 200 million
01 Growth: Starting from followers, we will grind out the " craftsman spirit "
Wang Jianxun is a child in the mountains, growing up in a beautiful village in Shiyan, Hubei. He has longed to see the colorful world outside since he was a child. After graduating from university, the school assigned him to a Taiwanese-funded enterprise in Shenzhen. At the age of 20, he is a sales follower and is also responsible for product proofing.
At that time, the company made small hardware accessories such as Disney brooches. Once the boss assigned the task, he did not need to listen to any explanation. He had to hand over the samples to the customer within a very short construction period, and the quality requirements were very strict. Although it is a small part, the production process is very complicated. Various polishing and polishing require the cooperation of multiple departments.
Wang Jianxun went through countless nights here, "because there was no computer traceability system at that time, the most feared thing was that the parts were too small and suddenly disappeared in a certain process, so we had to refille the materials quickly." He rushed to make a rush in a more urgent time. Although he was under a lot of pressure, he was always able to complete the task well. During the three years he worked, he continued to learn and polished himself into a professional "craftsman spirit".
02 Entrepreneurship: Get out of your comfort zone and become a "product manager"
In 2004, Wang Jianxun opened a store to help his friends sell machinery and equipment. With its good reputation in the circle of friends, the business is quite prosperous. "I lived a comfortable period, and my annual income was hundreds of thousands or millions." But there was one thing that made Wang Jianxun feel uneasy because he was just an agent and could not control the quality of the product. When his promise to the customer could not be fulfilled, Wang Jianxun was very upset, "This deviated from my original intention." At that time, Wang Jianxun often wondered whether life should take a step forward and achieve his own career? In fact, he has always had a strong dream in his heart - entrepreneurship.
By chance in 2008, Wang Jianxun talked about the fact that PCB automatic film stickers were still in the era of foreign brands at that time and had great market potential in China. So he reached a consensus on cooperation with a team with many years of foreign investment background, established Siwo, and started a new entrepreneurial journey. In fact, Wang Jianxun knew nothing about this technique at the beginning, but with a strong belief that he would definitely do it well! They rented a factory outside Shenzhen Pass, started closing the research and development, and started fiddling in a space of only a few hundred square meters. This trick will take two or three years.
Talking about this experience, Wang Jianxun said that he did not feel physically exhausted at all. He focused every day as if he was carving a work of art with his own hands. From scattered parts to building equipment frames, to assembling a working prototype, every step made him feel the sense of accomplishment of entrepreneurship and always felt full of motivation.
03 Competitiveness: The "unicorn" that emerged in the subdivided fields
At various professional exhibitions, Wang Jianxun's products have been widely recognized. They gradually received some orders. He told his teammates that no matter what, the products sold must be of excellent quality, and have ultimate requirements for themselves and must protect the quality and reputation.
"The first equipment was sold to Songgang, Shenzhen. After half a year of use, the customer reported that there was a fault in every three days. We attach great importance to it. Considering that this equipment is the first finished machine we developed, it replaced the customer with a brand new equipment for free, worth more than one million. The customer was moved by our integrity and cultivated a solid foundation of trust. Later, he continued to buy a lot of our equipment and introduced the business of friends and peers."
As the company's development scale continues to grow, Wang Jianxun began to re-plan the development of Siwo. In 2015, he moved the company as a whole to Songshan Lake, where the robotics industry gathered, and hired a team of professional managers to lead Siwo to a new level of development at a higher level. Why choose Songshan Lake? Wang Jianxun said that the labor cost here is relatively low, but it has a strong atmosphere of innovation and complete supporting facilities, so relocation is a wise choice.
In just a few years, Siwo has achieved the highest market share in PCB film patching machines in China and has directly benchmarked against foreign products. Compared with foreign competitors, Wang Jianxun summarized his own advantages. First, Siwo's company scale is ahead of the same category of products; secondly, on the premise of ensuring product quality, Siwo products have very high cost performance, and the price difference is basically maintained at more than 20%. Secondly, Siwo products have a short production cycle and the ability to deliver quickly. "If our quality is the best, our cost-effectiveness must also be the best, and our customers' experience is the best." Now, SWO customers in the United States, the United Kingdom, Russia and other countries have their products, and their products have been sold all over the world.
Due to Siwo's determination to solve one-stop comprehensive solutions for PCB yellow light process, in 2017, Wang Jianxun invested heavily in establishing Guangdong Siwo Laser Technology Co., Ltd. to develop the LDI laser imaging system, and made major breakthroughs in phases. More than 40 sets have been sold this year. This technology has brought domestic equipment out of the dilemma of being restricted by foreign manufacturers. Wang Jianxun proudly said that many Chinese technologies have "overtaken on the curve" in just a few years, defeating foreign competitors.
04 Go further: Promoting traditional culture and keeping scientific research talents
In Wang Jianxun's office, you can see the strong mark of traditional culture: tea art, calligraphy and paintings and mahogany furniture... Every corner is filled with a faint Zen spirit, and in the public areas of the office, there are also preachings of ancient people such as disciple rules, forming a unique landscape of this modern high-tech enterprise.
"To start a business, you must go better and further, and ultimately rely on the power of culture." Wang Jianxun said that the culture here includes two aspects. One is that entrepreneurs must have lofty ideals and constantly make efforts to achieve it; the other is that they must have their own corporate culture. For example, at Siwo, Wang Jianxun regards employees as family members. The goal of the company is to enable all families to develop better at both material and spiritual levels. In Siwo, as long as everyone does not go on business trips, the habit that remains unchanged every morning is to recite the content of corporate culture.
In Siwo’s modern factory, there is a warm children’s activity room. Everyone in the company can bring their children after school to the activity room, and the company hires special personnel to take care of them to avoid worries.
Wang Jianxun said that Siwo was able to achieve exponential growth in the past few years, thanks to the importance of R&D, the annual profit will be spent on R&D investment. Of the more than 100 workforces, 60 are R&D personnel.However, in Dongguan, high-quality R&D personnel are not easy to recruit, and Siwo can "almost stay as long as he works in the enterprise for more than a month." The core is the recognition of R&D talents for corporate culture, corporate values, and corporate atmosphere, which has become the core competitiveness of enterprises to attract and retain talents.
text: iDongguan reporter Yang Yanyu
pictures/video: reporter Zheng Kangxi intern Zheng Runchao
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