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China Entrepreneurs Zheng Guanjun: Do a good job of market layout in advance
from 101 China Grinding
There are not many examples of cross-business success, but there are many examples of cross-business failure, so cross-business has always been called "the game of the brave".
Zheng Guanjun has successfully transformed the enterprise from silicon carbide to alumina for more than 6 years. Today, the business scope of peak grinding materials is mainly divided into four major parts: grinding alumina, high purity alumina, silicon carbide and boehmite. The brand-new layout enables enterprises to expand their territory in many fields.
not only been used less and less in the semiconductor field, but its high price makes its application on grinding wheels not dominant.
It is precisely to see the decline of the silicon carbide industry. Since 2013, Zheng Guanjun has led the peak to the road of transformation and set his sights on the alumina industry.
Alumina was chosen because of an opportunity. While still making silicon carbide, Zheng Guanjun developed customers in Wuxi and finally selected a secondary agent. It was this agent who came into contact with alumina products and felt that the market was good. He asked Zheng Guanjun whether he could produce it. This inquiry also opened the prelude to the peak cross-business.
Zheng Guanjun started early in the abrasive and abrasive tools industry, and began to do silicon carbide smelting in 1989. In the mid-1990s, the silicon carbide industry ushered in rapid development, the peak also entered a period of rapid development. In order to meet the market demand, Zheng Guanjun continuously upgraded production equipment and continued to increase production. Under the diversified demand, in 2003, the enterprise added a new sand production line and opened up a new market.
However, the fiery level of the silicon carbide industry has not continued with the enthusiasm of the participants. Since 2005, the state's environmental protection requirements for smelting enterprises have become more and more strict. Many enterprises in Zhengzhou have either moved out or stopped production.
Until 2015, the heat of the silicon carbide industry gradually cooled down. Especially in recent years, silicon carbide has
Since agents have channels, the rest is technical issues. At the beginning, Zheng Guanjun was full of confidence. He felt that the production technologies of silicon carbide and alumina were similar. However, after starting production, he found that the production modes of these two products were completely different. The first trial production ended in failure.
However, Zheng Guanjun was not discouraged. In order to produce products that meet the requirements, he brought a lot of samples from the market, asked technicians to do experiments, and encouraged everyone to test boldly. At that time, the technicians did not have enough experience. Zheng Guanjun only understood the production process and was not proficient in alumina technology. There were many unknowns about whether the required products could be made in the end.
In order to make products as soon as possible, Zheng Guanjun has a clear division of labor. He is the general guide, and the technicians specialize in details. Everything starts from basic production and technology. In terms of introducing technical talents, he never grudges money. In his view, technology supports quality and technology creates the future.
"The product must be made when the market competition is small, so that even if there are imitators in the later period, they will not be easily overtaken." With this belief, Zheng Guanjun invested more than 1000 million CNY in the early six years, and has been doing technological research and development until 2019, when the pinnacle of ground alumina products finally secured the market. Both quality and stability have been recognized by the market.
From the result, it is gratifying, but looking back on the past six years, only Zheng champion can understand the hardships.
When asked whether the losses over the years made him have the idea of giving up, he said that his mood was like a roller coaster at that time, ups and downs several times. From the blind self-confidence at the beginning to the firm belief after seeing the facts clearly to the consideration of timely stop loss, the loss of 6 years has taught him to persist and what is the overall situation.
"In the early days, I was very optimistic about the growing semiconductor industry and was full of confidence in the market for grinding alumina. In 2016, silicon carbide products obviously could not be sold, which further strengthened my idea of making alumina. If you do not change careers, the original output of the enterprise cannot support the existing workers. In addition, the equipment has been put into use, so we certainly can't give up immediately. At that time, the idea was that we had to rush up."
But no amount of conviction can withstand years of losses. In the 6th year of grinding alumina products, Zheng Guanjun secretly made up his mind to change the project if the product does not improve in the second half of 2018. After all, the time cost and capital cost invested are too high. If he insists on it, several other projects may be affected. It is also to be on the safe side. In 2019, the high-purity alumina project was launched at the peak to help enterprises generate income. It was also in the same year that the alumina grinding project was completed.
Nowadays, the market share of the domestic chip market accounts for 70% at its peak, especially in the domestic 8-inch chip field, with few competitors. However, Zheng Guanjun said frankly that the competitive pressure of enterprises is still not small. As the small-size chip market continues to shrink, new technologies and new materials continue to emerge, the peak must be prepared for a rainy day.
