When the LED industry was just starting in China, and even many people still don't know what LED is, Li Mantie, chairman and general manager of Shenzhen Lehman Optoelectronics Technology Co., Ltd., jumped from the communications industry to the LED industry. At that time, LED products were rarely used in China. Most of the core technologies of the products were in the hands of foreign brands. The domestic LED enterprises were small in scale, small in number, few in brands, and uneven in level. The development of the industry was not optimistic. Li Mantie is convinced that this is an emerging green industry. Those who dare to eat crabs first will be able to find business opportunities in the development of the industry.
Seven years ago, Li Mantie investigated and investigated the industrial development of Europe, Japan, Taiwan and other countries and regions. He finally chose to use the medium and high-end LED packaging as a breakthrough. He purchased more than 10 million yuan from Europe. Automated precision equipment... Today Lehman has three series of high-end display device packaging, LED display and LED lighting.
In the past seven years, Li Mantie and Lehman have insisted on the path of shaping a quality, brand and character. This kind of anger that Lehman called the troika is regarded as the foundation of Lehman’s long-term success in the fierce market competition.
Seven years later, Li Mantie said in an interview with the magazine recently that he would try to build the best LED lighting brand in China with the Lehman troika and three series of products.
LED: When did you start to contact the LED lighting industry? How did you view the industry at that time?
Li Mantie: I have been in the electronic communication industry for 20 years and have been involved in the LED industry for seven years. From the current technology and market conditions, the LED industry is a very sunny industry. In the past seven years, Lehman has developed rapidly in this industry!
LED: What is the biggest feeling of so many years of struggle?
Li Mantie: For seven years, this industry has now become a hot strategic emerging industry. Lehman has now become a well-known company in the industry. I personally feel that choosing this industry is the right decision.
The LED industry started in the 1960s, and it has only been more than 40 years since its inception. At the beginning, it was only red LEDs; it was only in the 1990s that blue, green and white LEDs gradually became available; the white LEDs used for lighting were only a dozen years ago. And many technical breakthroughs have been completed in the past ten years, especially in the last five years, the technological breakthrough has brought great development to the industry.
LED: Lehman as the industry leader, what are the advantages compared with domestic and foreign companies?
Li Mantie: Lehman has always been committed to being a responsible company. Advanced technology is our core advantage, but the most important thing is that Lehman has always tried to inject Lehman spirit and Lehman's culture into our products. This is the spiritual soul of the product. We have to be a long-term company, so we must provide quality-assured products to build a corporate brand and add color to China.
There is no shortcut to the quality road. If you want to make a difference in the industry, you must have independent intellectual property rights and be able to produce core devices so that you can have a voice in the competition. Lehman abandoned the low-risk agent and engineering business model from the beginning, established the development strategy of its technology-oriented company, concentrated on researching products and technologies, and won market competitive advantage through first-class quality and technology.
LED: Some people now say that there are many blind investors in this industry. What do you think about the influx of a large number of enterprises?
Li Mantie: It is true that the LED lighting market has been very hot in recent years, and the market capacity has been increasing. Last year, the LED industry reached 800 million yuan, and this year it is expected to exceed 100 billion. It is expected that the backlight market will grow rapidly within two years, and the lighting market will develop rapidly in the next five years.
Seeing such a huge market prospect, many companies can understand it, but this industry has a higher threshold. Since we come in, we still have to be a responsible enterprise. There are a lot of impetuous phenomena in the industry, which has a lot to do with the idea of ​​the founder of the company. Lehman has to be a long-term company, and any product from Lehman will undergo strict quality control. Nowadays, the lighting technology is still improving, so we must pay more attention to the quality of the products. We can't resist eating like a fast food. The irresponsible products destroy the image of LED lighting in the eyes of consumers. It has brought many obstacles to the healthy development of this industry.
Of course, to be a responsible company also needs to practice a lot of internal strength, and pay a lot of manpower and material costs, so companies entering this industry should jointly maintain the image of the LED industry.
LED: Lehman has always been known for its brand, and unlike some short-term profit-seeking companies in the industry, what do you think about the brand value and significance of the LED industry?
Li Mantie: Lehman has been different from other companies since its inception. From the choice of industry, product positioning, and strategic planning, we have studied it step by step. We know what to do. In the past seven years, we have been working hard, focusing on R&D core technology, paying attention to product details and ensuring product quality. At the same time, we also pay great attention to the corporate image, but all of them are based on the premise of excellent product quality. In other words, the quality of the products meets the market requirements, then our profitability will increase, the reputation of the company will also spread, and the added value of natural products will also be reflected. The added value of the brand is more based on the products. Quality and technology.
Speaking of the meaning of the brand, you see that there are three big companies in the lighting industry abroad, but China has not. China's LED market needs LED brand enterprises. Lehman's future goal is to become one of the best LED lighting brands in China in the future, and it must be a benchmark for national brands. Of course, this is the accumulation of time. Lehman has excellent learning ability. From the very beginning, he has set his sights on several international giants, absorbed their mature technology and product experience, and quickly grew on the shoulders of giants. Now we have to do our own products. With the huge market of China and relying on the support of government policies, we will seriously make Lehman an excellent LED lighting brand in China.
LED: Some LED photovoltaic companies are listed, what new initiatives does Lehman have?
Li Mantie: In the future, Lehman is going to go public. If companies want to be bigger and stronger, we need the support of the capital market, and the support of the capital market can also promote the rapid development of the industry. You see Taiwan's LED lighting companies have been listed one after another ten years ago, which makes them now have a market of several billions, but the mainland LED lighting companies can only do hundreds of millions.
Nowadays, the LED lighting market in the mainland is booming, and the government is also vigorously supporting outstanding companies to become bigger and stronger. Lehman also hopes to use the power of the capital market to be the best LED lighting company in China. As a listed company, Lehman has set itself a clear position since entering the industry, doing high-end sunrise products and doing high value-added sunrise products, which is why it is behind LED packaging and LED display. Mann has entered a very important market position in the field of LED lighting.
LED: When did Lehman start to make high-power LED lighting products?
Li Mantie: In fact, Lehman began to have high-power LED lighting package products three years ago. It was only at that time that this part accounted for a small proportion of Lehman’s total profit... With the development of the lighting market, LED lighting is the key development direction of Lehman in the next few years. I personally prefer to develop indoor lighting first. Outdoor lighting.
In China, outdoor LED lighting products are mainly street lamps. The government has introduced relevant support policies and allocated special funds for transformation. In the indoor lighting application, this section is purely commercial, which is just a matter of spontaneous business. In public places with large electricity consumption, such as shopping malls, supermarkets, etc., their electricity consumption generally reaches more than 85% of the total electricity consumption, so these places are in urgent need of energy-saving lighting products. More and more socially responsible companies will be aware of this and carry out LED energy-saving retrofits for traditional lighting systems. For example, Wal-Mart, a well-known global company, has done a lot of shop renovation and application of LED indoor lighting products in Beijing, Guangzhou and Shenzhen. After applying the effect test, it shows that the power saving effect is very obvious. Therefore, indoor LED lighting applications have a broader market space than outdoor LED lighting products.
LED: Some designers say that it is not the future development direction to make LED lighting products into bulbs or lamps. What do you think?
Li Mantie: Functional lighting is a system engineering. From power supply, chip, package to finished product, every step of the problem can not guarantee the quality of the product. If the power of LED lighting is changed from AC to DC, we can also play more in the external manifestation of lighting products.
At present, most manufacturers make LED bulbs or lamps related to the current market demand, and it is more convenient to replace them. Otherwise, all the resources will be wasted.
LED: Can you introduce Lehman's development plan for the next few years:
Li Mantie: At present, Lehman has three series of products: high-end LED display device packaging products. We must continue to maintain our leading position in this field; LED display. At present, Lehman is mainly exporting. We hope to be the top two LED display export enterprises in China in the next three years; LED lighting products. This aspect is an important development direction of Lehman in the next three years. Our goal is to become a well-known LED lighting brand in China.
Today, Lehman has initially built a complete industrial chain system, with tens of thousands of square meters of standardized factory buildings, more than 95% of the core components to achieve independent research and development production, packaging products can not only meet the needs of enterprises, but also supply hundreds of domestic The home displays application manufacturers and is exported to over 40 countries and regions in overseas markets.
Now, in order to further meet the needs of customers, to provide customers with a full range of LED applications, Lehman has developed ultra-low attenuation, ultra-high brightness LED fluorescent lamps and bulbs in the lighting series, and together with the package and display. Lehman's three series of products, together with the "quality, brand, character" troika, go hand in hand.
We also sincerely hope that Lehman's three series of products will lead to every place in the earth that needs to be lit up under the leadership of the troika.
Post-interview:
Li Mantie has many titles, but his feeling is that he is never tired of the title. But when he talks to you, you can feel deeply that he has subtly put the work of these titles into action.
Lehman’s leader, the geese, was less savvy and more humbly. His low-key, iconic smile and unique understanding and opinions on the industry have given a lot of impressions to reporters who have interviewed Li Mantie. From time to time, there are reports that praise him. "I can always be attracted by his light in the vast sea of ​​people. Perhaps this is the personality charm that people often say."
As Li Mantie said in an exclusive interview with this magazine, how far a company can go depends on the level and realm of his leader, which is simply “personal charmâ€. In a report that examined the relationship between business leaders and employees, it was pointed out that the employees of the company always follow the behavior of the top management, and the attitude from dressing to dressing style will have a subtle influence. Excellent entrepreneurs can always pass on the corporate culture to his employees through their own behavior at the most ordinary times. This is a process in which personality charm is sublimated into corporate charm, and it is natural and has a relaxation.
I heard that Lehman's employees have four criteria: creating value for society, creating profits for the company, creating happiness for the family, and creating space for themselves. Excellent companies always give employees a sense of pride, because in addition to considering social values ​​and corporate profits, companies also take into account personal development and family care, so everyone wants companies to be bigger and stronger. Better and more stable development. The twist of these two feelings into a rope has become the power of the company.
In conversation with Li Mantie, he emphasizes quality and brand from time to time. When chatting with Lehman, they also say quality and brand. Perhaps it is this high recognition that makes Lehman grow fast and solid in seven years, and In line with the development direction of China's manufacturing, I believe that in the next three, five, and ten years, there will be more people around the world who know that China has a Lehman, and truly realize that "the world is bright with Lehman."
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