Magnetic components and power supply Electronic intelligent manufacturing industry 2022-12-19 18:01 Published in Guangdong
——Exclusive interview with Tong Dongfang, General Manager of Shenzhen Transformer Electronics Co., Ltd
Twenty-two years is just a fleeting moment in history, but it is a long enough time for enterprises to start their own businesses, survive, develop, and improve. However, in the end, there are very few enterprises that find their own path and walk out of their own unique path, let alone turn the red ocean into a blue ocean, live freely and transparently, and usher in rapid development. In my opinion, Shenzhen Transformer Electronics Co., Ltd. is a company with such genes.Tong Dongfang, General Manager of Shenzhen Transformer Electronics Co., Ltd One afternoon at the end of October, when I faced Mr. Tong Dongfang, the elegant and introverted General Manager of Chuangshi Fuer, and opened my interview book, the river of time began to flow at that moment. Those vivid memories constantly stirred me, and I focused on listening attentively, occasionally interrupting and asking questions.Big-Bit Information：Hello, Mr. Tong! You are the founder of the company. Could you please briefly introduce the development process of Chuangshi Fuer.President Tong：Our company was established in 2000 and is a national level high-tech enterprise dedicated to the research and development, production, and sales of electronic transformers and inductors. We have a production capacity of over 1500 people and an annual output of nearly 100 million electronic transformers and inductors. Our products are widely used in fields such as smart home appliances, industrial control, new energy vehicles, photovoltaics, and energy storage. At the beginning of the company's establishment, it coincided with the wave of reform and opening up. We also had a dream and aspired to start a business. After several years of trial and error, the company started to scale up. By 2005, the company's production capacity reached around 800 people. With the continuous development of the industry, our market positioning for electronic transformers and inductors began to expose many problems, and the company's management, research and development, and other aspects were no longer able to adapt to the requirements of new market applications, The outbreak of the financial crisis in 2008 and the increasing manufacturing costs in Shenzhen have posed unprecedented challenges to the company's operations!Big-Bit Information：How did Chuangshi Fuer resolve the challenges faced by the entire industry at that time?President Tong：In 2010, we defined it as the year of adjustment and transformation decision-making. Based on the market dynamics and changes in the internal and external environment at that time, the company made two major decisions: firstly, to transfer the production and manufacturing capacity of major electronic transformers and inductors to the central and western regions; The second is the transformation and upgrading of the market application of electronic transformers and inductors, with a focus on shifting from the consumer sector to industrial control, communication, automation and other industrial fields, until fully entering the new energy vehicle electronics and photovoltaic energy storage industry in the past five years.Chuangshi Fuer Electronic transformer and inductor productsBig-Bit Information：Transformation is difficult, let alone strategic transformation. Faced with the interweaving state of enterprise continuity for ten years and the pursuit of innovation and breakthroughs, how to grasp the balance between "breaking" and "establishing"?President Tong：Of course. Deep level change is painful and uncomfortable, but it also comes at a cost. At that time, facing significant strategic adjustments in the company, there were two completely different opinions colliding internally: lying flat and supporting change. What the lying flat person saw was that we were living well compared to our peers at the time, why did we take such a big risk? And there is still a lot of uncertainty; Supporters of change believe that changes in the market and demand are profound and irreversible. If we do not respond first, we will become increasingly passive and face the risk of being eliminated by the market!As the saying goes: It's easier said than done! The transfer of production capacity was finally determined after several rounds of site selection inspection, negotiation, future adaptability, and other aspects. The opening of the transfer of production capacity was successfully completed in 2011, but the Shenzhen headquarters was still retained. All functions serving the market and customers have not only not weakened but also increased! If the test of capacity transfer is physical strength, then the test of product market application transformation is mental strength! The idea is as follows: First, we started with the application transformation (new products) of electronic transformers and inductors in the existing market (customers). At first, the development level and concept of engineering technicians could not keep up, and even customers' bad comments were made by customers, which was roast by customers. But we took this as a starting point to know our shame and then to be brave. After 2012, the company set up a research and development technology team directly led by the general manager to introduce research and development, technology Materials and other high-level talents at different levels, hiring senior R&D and technical talents from leading enterprises in the magnetic materials, electronic transformers, and inductors industries, while strengthening internal training to form a talent echelon structure. Every year, we directly recruit new talents from higher education institutions, and hire experts or classmates from research institutes in the field of national defense science and engineering as technical consultants, thus forming a unique talent training mechanism for Chuangshi Fuer Company! Everyone knows that the competition among countries or enterprises in the 21st century is actually behind the competition for talent! Whoever maintains the advantage of talent can maintain their core competitiveness!Big-Bit Information：Big waves wash through the sand and see gold at the beginning. Please share with Mr. Tong the opportunities after successful transformation and the rapid development of the company.
President Tong：After 5 to 6 years of ups and downs in production capacity transfer and market trade-offs, we have withstood various difficulties and pressures, and in the end, the company has finally ushered in the first glimmer of light after strategic transformation! Meanwhile, in recent years, we have achieved an annual growth rate of over 30% in sales output value! Of course, these are only the first steps towards transformation, and the company's future path of transformation still needs to be constantly explored and advanced!Due to our active cooperation with new energy vehicle manufacturers and photovoltaic energy storage manufacturers in the research and development of electronic transformers and inductors, as well as the integration of solutions, we have been able to fully understand the actual requirements of the entire vehicle factory. As a result, the pertinence and competitiveness of electronic transformers and inductors have been greatly improved. Currently, we have provided a large number of domestic and foreign new energy vehicle terminal first tier brands, achieving 2.2KW, 3.3KW, 6.6KW Mass production and supply of 11KW full series electronic transformers and inductors. Among them, the 2.2KW project is in mass production (mainly for SAIC-GM-Wuling, Chang'an and Chery New Energy), with a total metering output of more than 300000 sets (full sets of magnetic parts), and the product reliability, cost performance and reputation are excellent; The 3.3KW and 6.6KW projects (mainly supplied to complete machine factories such as Dongfeng, Geely, SAIC, Didi, Chery, Jianghuai, Great Wall, etc.) have also achieved mass production; The 6.6KW and 11KW projects (mainly supplied to frontline brands such as overseas PSA and BM) have also achieved mass production. We have equipped our customers with electronic transformers and inductors for the power supply of commercial vehicle on-board inverters. We have achieved a market share of over 70% for heavy-duty truck enterprises such as China National Heavy Duty Truck Corporation and FAW Jiefang. At the same time, commercial vehicle terminals are equipped with international brands such as Toyota, Volkswagen, and Mercedes. The quality and reliability of our products have withstood the long-term test of long-distance operation of hundreds of millions of kilometers and zero complaints.In the photovoltaic energy storage project, a full series of products including transformers, high-power inductors, and common mode inductors have been fully mass-produced, with a shipment volume accounting for 50%. Our company's specially developed high-end machines, including Roche coils and precision magnetic components for SMD drive power supply, can be considered as "masterpieces" and have received high praise from the market and customers. We have every reason to believe that we can provide customers with more high-end customized services for electronic transformers and inductors!If all of the above can be considered as a small achievement, the most grateful thing is the opportunity and trust that our customers have given us!National High tech Enterprise Certificate
Big-Bit Information：Mr. Tong's speech made me feel excited and curious about the company's future vision?President Tong：After 22 years, our company has evolved from a technology-oriented entrepreneurial small enterprise to a national high-tech enterprise that integrates research, production, and sales. It can be said that the company has made some progress and has gained a good reputation in the industry. But the road is still far and long, the market is changing, demand is changing, and the international situation is also changing. As a business manager, it is even more important to have a sense of crisis and always be prepared for danger. In the next three years, we aim to become an excellent enterprise in the new energy vehicle electronics and photovoltaic industry market. Our mid-term goal is to become the forefront of the industry's top electronic transformer and inductor product solution provider. We will make unremitting efforts towards this goal.Big-Bit Information：The development of an enterprise cannot be separated from management. What experience does Chuangshi Fuer have in this regard?President Tong：In my opinion, the development of a company relies solely on two "legs", one for products and the other for management. Both legs are indispensable.
In terms of products, we emphasize that fully meeting customer needs is a good product, but it is not easy to achieve this. My personal major is Magnetic Physics and Devices. After graduation, I joined the Magnetic Materials and Devices Research Institute of the former Nanjing 898 Factory of the Ministry of Electronic Industry. My years of industry experience have made me familiar with the technology and products in this industry, which is why we emphasize the importance of establishing a technology factory. However, even so, with the development of new energy vehicles, photovoltaic energy storage, and other emerging industries, there is a demand for products, But it is not something that an experienced technician can completely solve, which involves introducing learning management. You may be able to keep up with technology, but the application of technology varies greatly, which determines that we need to gather and reuse high-level talents with the ability to apply industry applications. Only in this way can the company's technology and products take a lead. We have gathered such a group of like-minded high-level R&D talents in recent years, who have played a crucial role in the rapid development of the company in recent years. As a company manager, what I am currently doing more is making decisions in the direction and building the platform of Chuangshi Fuer. Our company's mission is to build a platform for every employee to strive for spiritual and material well-being.When it comes to like-minded people. We believe that 'ambition' is the company's vision, and 'dao' is the company culture. Matching the two can generate much greater power.The development of the first two decades of the 21st century has already been dazzling, and we feel that the future is even more worth looking forward to. In our view, this is the best era, and the key depends on whether we are prepared to face the upcoming challenges and opportunities. Chuangshi Fuer is willing to work together with all friends to create a better future!
Specialized, refined, and innovative small and medium-sized enterprise certificate
Nowadays, industry updates and iterations, as well as opportunities and challenges brought by new application markets in the magnetic component industry, higher quality and reliability requirements, flexible production models with small batches and multiple varieties, and even deep integration into the R&D process of complete machine enterprises. After 22 years of trials and tribulations, and with the waves sweeping through the sand, Genesis Ful has explored a development model and established a path of steady operation. The road is long and arduous, I will search up and down! During a brief conversation, pay attention to yourself, handle things in a low-key manner, and fully demonstrate proficiency! This is the greatest feeling that Mr. Tong has given me! During the interview, I also asked about topics such as tight material supply and rising prices caused by the international situation, as well as the rampant epidemic. Mr. Tong only mentioned in one sentence that those who should come will always come. It's useless to worry about things, but what we need is to constantly surpass ourselves. The prelude to transformation has already begun, and we look forward to meeting with Chuangshi Fuer again to discuss the path of enterprise development together.
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