Belichick: Service-Oriented Manufacturing Innovation

Shenzhen Beliqi Technology Co., Ltd. was established in 2012. It is a service-oriented manufacturing enterprise dedicated to providing R&D and engineering design solutions for wireless charging products. Beliqi has been deeply involved in the industry for eight years, and has obtained the national high-tech enterprise certification. It has successively become a member of the International Wireless Charging Alliance and a member of MFi. As an enterprise that has passed the Walmart factory inspection standard, Biliqi has customers all over the world.

Adhering to the concept of "doing good products with heart", Biliqi attaches great importance to R&D investment, and studies product process optimization, cost optimization and performance improvement. On the premise of being close to the market and listening to the needs of customers, Biliqi combines a new technical support platform to provide customers with personalized customized services. Relying on strong technical force, advanced equipment research and development system, and quality inspection laboratory with programmed management, Belich has won the trust and in-depth cooperation of internationally renowned brands.

Shenzhen Jiang Yichao, the founder of Biliqi Technology Co., Ltd., graduated from Hunan Technology and Business University. He has worked in the world's top 500 companies in charge of supply chain management, and has accumulated rich management experience during this period. In 2012, Jiang Yichao gave up his comfortable working environment and chose to start his own business, bucking the trend when the wireless charging application market was blank and the development prospects were not promising. In the eight years since its establishment, Jiang Yichao has led Biliqi to develop into an industry benchmark, adhering to the craftsmanship of making products with heart.

Focus on award-winning management practices

With the development of the market economy, the environment for business operations is becoming more and more intense, and the diversity and individualization of customer needs have brought higher benefits to manufacturing enterprises. challenge. In order to build a competitive advantage, Biliqi, which has been focusing on the subdivision of wireless charging, has keenly captured this market pain point, and has comprehensively deployed a service upgrade strategy for customer enterprises, so as to platform and commercialize capabilities to achieve The service-oriented manufacturing enterprise integrating itself around manufacturing, products and services has been upgraded. This service is comprehensive, covering all aspects of creative incubation, core technology research and development, product industrial design, and supply chain management services.

Since 2015, Beliqi has increased its large-scale investment in R&D service platforms, and has built a technical team controlled by several senior R&D engineers for the wireless charging application industry. In order to serve different brand customers, Biliqi focuses on solving business pain points in collaborative product development, industrial design, brand operation, etc., and provides customers with personalized customized services. As a service-oriented manufacturing enterprise, Biliqi has strong technical research and development and engineering design strength, and can provide customers with innovative products with independent intellectual property rights and realize service-oriented manufacturing innovation.

Dialogue with award-winning companies

CEConlines: At that time, what was the opportunity that drove your company to implement the practice of "Service-Oriented Manufacturing Innovation"? What kind of internal and external environment was the company in when the practice was launched?

Jiang Yichao: In order to meet the challenges brought about by the increasingly fierce competition in the manufacturing industry and the changes in the international environment, we must improve our professional service capabilities and service levels in manufacturing. At present, in order to have corporate competitiveness, service capabilities must be rapidly and continuously improved, so Belich has been practicing the concept of service upgrades over the years.

We found that when serving branded manufacturing customers, especially big brand customers in the international market, customers have higher requirements for the companies that provide services, and they will make comparisons based on industry levels. Therefore, we strengthen the ability to serve customers by improving the level of R&D and manufacturing, and constantly help customers to solve difficulties, so as to realize the extended iteration of customer products and meet the multi-faceted and multi-level needs of customers. This is also the key strategy for Belich to go on.

CEConline: How does this management practice relate to your company's corporate strategy or your long-term future plan?

Jiang Yichao: Now all kinds of basic business have become the carrier of value, while service has become the main body of value. The value created by the production link has been solidified. It is the service link that really creates new value. The development of service value is the new growth point of the industry.

Beliqi has been growing for eight years. The first five years have always been in the "sowing" stage. After the seeds are sown in the five years, they will take root and sprout and bloom, then the second stage is To start harvesting. Since 2017, the revenue has grown exponentially, and the results brought about by the upgrade of the service concept will naturally explode at a certain time point. For Beliqi, serving global customers well is the key. This year, we are preparing to move to the vast domestic market, which also means that opportunities and challenges coexist. We will provide "customer-centric" differentiated customized services and make more cost-effective products. It is expected that in the third five years, based on the advantages formed in the service field, we will break through higher business goals and allow enterprises to win a place in the future competitive environment.

CEConline: What measures has your company taken to promote the implementation of this management practice? What obstacles did you encounter in the process of advancing, and how did you solve them?

Jiang Yichao: The reason why Beliqi has reached today is that it has benefited from the continuous investment and optimization in product research and development, and made some forward-looking judgments based on market demand. The core of Biliqi is the advantage of research and development, and we will continue to enhance our research and development capabilities. As processing-type small and micro enterprises, in fact, the problems they face are the same - weak competitiveness, but as long as they have core advantages, they will definitely be able to break through. Our research and development is the best service, but the service itself cannot be lost. In a word: the products provided to customers are in place and competitive, and it is no problem to help customers make the enterprise better.

CEConline: Up to now, what positive impact has this management practice brought to your company's business development, especially in terms of performance, and what achievements have you achieved?

Jiang Yichao: R&D and manufacturing services have driven significant growth in performance. In particular, patents have been paid more and more attention at home and abroad. Belich has hundreds of invention and utility model patents every year. For example, Biliqi has an invention patent for a car mount in the United States, which allows customers to gain more market share. At present, Beliqi mainly develops in the US market, such as entering AT&T, Wal-Mart, Costco, and in addition, Beliqi's products are also settled in Apple's official website.

CEConline: What is the focus of your company's management optimization and upgrading in the next stage? Faced with the current complex economic situation at home and abroad, how will your company respond?

Jiang Yichao: With the support of Global Sources and other media, we strive to export China's high-quality and innovative electronic products to the world. Today's growth of Beliqi can be attributed to the continuous investment in product research and development and continuous optimization and upgrading, and forward-looking analysis and judgment based on customer market needs.

In the process of setting up a R&D team, Belich found that foreign brands have two major pain points: lack of professional R&D teams; and the development efficiency of their R&D teams is far behind that of Chinese companies. Based on such market insight, Biliqi has made efforts in wired charging, smart home, vehicle, and small household appliances, and has continuously extended the company's R&D capabilities outward. In service manufacturing, R&D is the best service.

Reviewed by experts

Wang Sai

Partner of Kotler Consulting (KMG), well-known growth strategy expert

As a service As a large-scale manufacturing enterprise, Beliqi is guided by customer needs, accurately grasps the relationship between its own product hard power and service soft power, and taps new business growth points. I think it is precisely by insisting on increasing investment in research and development, innovating service capabilities, and developing service value that Belich has multi-dimensionally improved its perceived value to customers and has been widely recognized in overseas practice.

Wang Shaokai

Hejun Consulting Senior Partner, Director of Group Strategy and Group Management and Control Research Center

Obviously, Beliqi, as a company born in the era of interconnected new economy The "new species" of the company is undergoing a very interesting business model practice. Rather than calling it "service-oriented manufacturing innovation", it is better to use a more "avant-garde" name: research and development as a service, RDaaS (R&D-as -a-Service). In the wave of industrial Internet revolution unfolding like a raging fire, Beliqi will surely show more vigorous vitality in its ecological niche!

Xie Zhaohui

Founder of Zhixue Consulting and Chinese Partner of Balanced Scorecard

In-depth insight into market trends and industry pain points, adhering to the ability to platform With the innovative concept of productization, in the R&D and service side of Smile Curve, realize value innovation, form unique core advantages and competitive barriers - technology-driven, service customization, platform coordination, and lay a solid foundation for the diversified development of enterprises in the future. It has a good reference significance for the industrial transformation of traditional manufacturing.

Yang Bin

Analysys founder and co-founder of Analysys Digital

R&D is the core foundation of technology enterprises, and only good products can be developed Break through in a competitive market. I am very happy to see that Biliqi can sell patented products made in China and developed in China to the United States. In addition, I strongly agree with the management practice of "service-oriented manufacturing innovation". In the final analysis, products exist to meet the needs. By R&D and manufacture of products that meet the individual needs of customers, Beliqi enhances the ability to serve customers, so that enterprises that can continue to create value for customers will surely achieve great development.

Ye Xiaosong

President of Xiamen Economic Management Consulting Association, founder of Hill Consulting, founder & Chairman of Yin Consulting Group

As a small and micro enterprise To win the cooperation of international brand customers, we can only make great efforts in research and development and product quality, and establish our own unique competitive advantages.

Berich has spent five years building products and doing research and development, and regards these five years as the "planting" stage, which requires courage and patience, and requires a very confident strategic vision.

The manufacturing industry in the future will develop towards "service-oriented manufacturing" in a sense, and the manufacturing industry will transform to the service aspect. Belich gave us a good case reference.