Under the pandemic crisis, how did the Top 100 enterprises stand up and break through the crisis in 2020? What new actions and new plans will the Top 100 enterprises have in the post-pandemic era after 2021? Mr. Zeng Xueren, GM of Zhejiang Twinsel Electronic Technology Co., Ltd. (hereinafter referred to as: Twinsel Electronics), was invited by the authoritative media in the lighting industry—Dazhaoming, to the interview with the theme of “How to move forward in uncertain times?” and explain the powerful forces that broke out by the Top 100 enterprises under the crisis and the new path they strive for.
Zeng Xueren, GM of Twinsel Electronics
#Focus on
Zhejiang Twinsel Electronic Technology Co., Ltd. ranks 35th in the "Top 100 List 2020" with its annual sales performance of 1.10346 billion yuan.
On June 25, at the "Top 100 List 2020" network-wide press conference, Twinsel Electronics was announced on the list.
01
Dazhaoming: What impacts did the unpredictable COVID-19 pandemic have on your company in 2020? How did your company respond to it?
Zeng Xueren: The COVID-19 was coming rapidly in early 2020, but the impact of the pandemic can be traceable. By analyzing SARS in 2003, a lot of enlightenment was achieved. Before and after SARS, the Chinese economy first squatted and then rebounded, showing a V-shaped trend. From the perspective of GDP growth in 2020, the impact of the COVID-19 pandemic was concentrated in the second quarter, and it has been recovered to a relatively high level in the third quarter.
In 2020, the development of Twinsel Electronics was the same as the GDP trend before and after SARS. The materials prepared in advance in the first quarter was a drop in the bucket, and there was a shortage of materials by the end of the first quarter. In addition, the finished products could not be delivered due to unavailable shipping space. In the second quarter, the pandemic developed globally, with customers shutting down the city and quarantining at home, resulting in a decline in orders. Under multiple pressures, Twinsel Electronics renovated the interior and reserved adequate materials. When the foreign trade situation was slightly relaxed at the end of the second quarter, we seized the opportunity to ship goods, receive orders, and produce products, and won the banner of "performance boom" in one fell swoop.
02
Dazhaoming: In 2020, in which areas has your company achieved breakthroughs? What kind of results have been achieved throughout the year?
Zeng Xueren: Twinsel Electronics has achieved a major breakthrough in "Solar Lawn Light" and "LED Lighting", and the performance of the this two sections has doubled compared with 2019.
03
Dazhaoming: How do you think the COVID-19 pandemic has affected the LED lighting industry? In the post-pandemic era, how should lighting companies move forward?
Zeng Xueren: When the pandemic broke out, many countries and cities were closed down, which led to shrinking orders and rising the price of raw materials. In addition, shipping space was unavailable for foreign trade companies in 2020. Even if orders were obtained, the price was 3-4 times the previous one, resulting in a sharp drop in corporate profits. Therefore, some manufacturers could not handle it and went bankrupt. In the post-pandemic era, lighting companies should stand on both domestic and foreign trade to expand into emerging markets.
04
Dazhaoming: What new actions and new plans will your company have this year? What are the main goals for 2021 or the next three years?
Zeng Xueren: In 2021, Twinsel Electronics will continue to increase product R&D and develop domestic market, and focus on the comprehensive upgrade of lighting products in smart, general and courtyard sections. In the next three years, the main goal is to "list the Top 20 in the domestic lighting industry."
05
Dazhaoming: Though affected by the pandemic, the entire LED lighting and electrical industry have undergone drastic changes, more new opportunities and challenges have emerged from this. What new opportunities and challenges do you think Twinsel is currently facing?
Zeng Xueren: The lack of chips has caused many small companies to go bankrupt, and customers who cooperate with these companies will also reselect new suppliers. In addition, the continuous warming of smart products will become new opportunities for Twinsel Electronics who has many years of R&D and production experience in the fields of solar lamps and LED lighting.
While the opportunities accompany the challenges, the instability of the US dollar exchange rate, the increase of tariffs, the soaring of shipping costs, and the transformation of more and more enterprises to enter the domestic market will bring us new challenges.
06
Dazhaoming: In your opinion, what is the development trend of the LED lighting market this year?
Zeng Xueren: With the global promotion of low-carbon life, energy saving and emission reduction, LED lighting has become the darling of the times, and LED lighting industry has also formed a certain scale in our country. Many companies are following the trend seriously, resulting in too many homogenized products in the market. The excess homogenization represents a price war. Once the price war starts, the market competition will be fierce. Of course, this may also be an opportunity for the differentiated development of LED lighting. With the advent of the 5G era and the increasing awareness of people's environmental protection year by year, smart and green lighting may also usher in new market favors.
07
Dazhaoming: Facing new trends, how will your company lay out and promote your own transformation and upgrading?
Zeng Xueren: Crisis is both a business opportunity and a challenge. Twinsel Electronics will combine its own advantages to increase product development, create differentiation, and increase the development of domestic and emerging markets at the same time.
08
Dazhaoming: Twinsel Electronics entered the domestic market and launched the "Diandian Lighting" brand. What are the competitive advantages of Diandian Lighting?
Zeng Xueren: In recent years, our country has actively participated in carbon emission reduction in the international community, actively followed the global trend of green and low-carbon development by deploying carbon neutrality, and promoted energy-saving and carbon-reduction work with an aim of development of a green and low-carbon cycle comprehensively, systematically and deeply. Twinsel Electronics started with solar lawn lights, and has been working in the solar field for more than 20 years. Product categories cover: solar products, hardware products, furniture lighting, engineering lighting, courtyard lighting, road lighting and LED landscape lighting. It is a long-established company in the lighting industry.
As a new brand of the old company, "Diandian Lighting" focuses on the four aspects of product, channel, brand, and service to deepen the domestic market by improving products patiently, opening up the channel attentively, locating the brand carefully, and serving customers sincerely; In the spirit of returning to the essence of products, products and customers come first, then brands and premiums. By constantly building industry brands with products, meet customer needs with high-quality products and empower dealers to jointly create profits and reputation.
【Top 100 Outlook】
"At present, brand has become a consumer attraction in the lighting industry, and where there’s a market, there’s a brand. Consumers’ attention to product quality and brand is soaring, and more and more companies with weaker competitiveness are gradually eliminated by the market, while companies with stronger strength and better quality control get more development opportunities.
The “Top 100 List” of Dazhaoming has become the vane of the LED lighting industry, which sets a goal example for latecomers, and spurs and alerts front-runners at all times; provides businesses with choices for brand management, and provides consumers with more powerful and fair choice, and at the same time let the listed companies know where they are in the industry, so as to improve themselves continuously in the industry. "
——Zeng Xueren, GM of Twinsel Electronics
Add: Tashan Industrial Park, Meilin Street, Ninghai County, Ningbo City, Zhejiang Province
Tel:0086-574-59953561
E-mail: dean@twinsel.com
