Topbond: The pioneer of intelligent control industry

Shenzhen Topbond Co., Ltd., in Founded in 1996 in Shenzhen High-tech Industrial Park, known as China's "Silicon Valley" of science and technology. After more than 20 years of rapid development, it has developed into China's first-class intelligent control solution and IoT operation provider with China's leading intelligent control technology as the core and continuously expanding its application fields. The company was listed on the Shenzhen Stock Exchange in 2007. The company's intelligent controllers, IoT communication modules and terminals, brushless DC motors, hollow cup motors and drivers, power lithium batteries, energy storage lithium batteries and other products are widely used in household, industrial, medical and other fields, and are sold worldwide for dozens of countries.

The company currently has more than 5,000 employees and covers an area of nearly 75,000 square meters. It has three production bases in Shenzhen, Hangzhou and Huizhou and a research and development base in Chongqing. In 2015, Topbond India was established. In 2017, it established Ningbo for operation. center. The company integrates R&D, production and sales. It has a strong R&D team, professional automated production lines, and a complete after-sales service system. While providing the highest quality intelligent control solutions and products, it can also provide JDM/ODM/EMS services.

Shenzhen Topbond Co., Ltd. Director of Strategy and Marketing Center Liu Tianxi is a Ph.D. from Peking University, majoring in communication and information systems. He focuses on the research in the field of Internet of Things communication, promotes the strategic formulation and scientific research of the intelligent Internet of Things business, and takes the lead in the research on industrial planning and consulting projects of the Academy of Engineering, the Central Network Information Office, the State-owned Assets Supervision and Administration Commission and other national ministries and commissions; he has completed more than ten research projects. , the text volume exceeds 300,000 words.

Dialogue with award-winning companies

CEConline: What brought you into this industry?

Liu Tianxi: In my last job, I participated in a national key project. During this process, I became more and more interested in how China's manufacturing industry has become bigger and stronger. When I came to Shenzhen from Beijing in 2016, I came into contact with Topbond. At that time, Topbond's operating income was not up to the current scale, but it attracted me for two points. The first was during the interview process. The always-centric management team conveys a very down-to-earth and sincere style. Secondly, I am very optimistic about the intelligent controller products designed and manufactured by Topbond. These products will be continuously upgraded in technology, connected to the network, and become an indispensable part of the Internet of Things. I firmly believe that this industry has a lot of room for development in the future. .

CEConline: According to your observations, what challenges and pain points exist in your industry? When dealing with these challenges, how did your company build its core advantages and break through the fierce competition among peers?

Liu Tianxi: Intelligent Control in China In the industry, Topbond is the pioneer. We provide electronic control, motor, battery and IoT technology solutions, and provide customized solutions for complete machines and brand customers downstream of home appliances, industry, tools and lithium batteries. We design, manufacture and deliver products. There is a lot of room for future development in this industry. In order to maintain the good development of the enterprise, we need to do a good job in quality cost control and delivery capability improvement. On this basis, the enterprise has three challenges. The first is to have the ability to continuously innovate. Customers expect us to provide innovative solutions that can build differentiation in the market, thereby enhancing the competitiveness of products; the second is how to respond to customer needs agilely; In the face of the ever-changing market environment and changes in the supply chain, we can respond flexibly, rooted in the different development stages of corporate customers, and accompany the development of customers.

Our company's core competitiveness can be summarized as three points corresponding to it. On the basis of good quality cost delivery, we adhere to the brand value positioning of an agile innovation partner. The first is innovation, we have strong innovation capabilities and can quickly customize competitive solutions for customers; the second is agility, we face changes, have the ability to see in advance, and can quickly propose countermeasures and take action; The third is the spirit of partnership, we insist on long-term common development with customers. These three points are not only our advantages, but also the value points we provide to our customers. For example, the new crown epidemic since last year has caused a lot of inconvenience to the upstream of the supply chain, manufacturing and communication with customers. However, because of the above advantages, our business has not been greatly affected, but in the process of cooperation. Recognized by more customers. Last year, due to the inability of other suppliers to meet the requirements of one customer, it transferred more than 100 projects within three months, and our team was able to respond quickly to customers, under the severe epidemic situation and strict customer requirements , successfully meet customer needs, but also help customers overcome difficulties, and ensure the continuity of customer business.

CEConline: Please summarize the company's performance and achievements in recent years. As an industry leader, looking back on the past, do you think your company has achieved such success, what valuable experience can you share?

Liu Tianxi: This year marks the 25th anniversary of the establishment of Topbond. A century-old company in Germany. At the same time, we are also the single champion of manufacturing industry recognized by the Ministry of Industry and Information Technology. Looking back on the company's development process, we have gained a lot of valuable experience.

First of all, the development of the company needs to have lofty goals and the spirit of challenge. Topbond determined in 2016 that the company's operating income should reach 20 billion in 2025. At that time, it was a very bold strategy. The target, but also proposed a 30% annual revenue growth rate for us. However, under the traction of this goal, we have indeed achieved steady growth in performance. As an entrepreneur and founder of the company, Mr. Wu has the enterprising spirit and lofty ambition to challenge, and can lead the company to make breakthroughs and progress. Secondly, the company needs to do a good job in strategic management to build core capabilities around the company's medium and long-term development. Continue to invest and change the company, navigate the business well, and let the company's engine continue to upgrade during development; the last is the process and organization, Topbond has paid enough attention to the management of the core process system and organizational change, and invested in it. Huge energy and resources. We have an industry-leading process system, including the R&D IPD system, the implementation of the supply chain system, etc., which are constantly being polished and optimized, which has greatly promoted the development of our enterprise.

CEConlines: Instead of trying more opportunities, Hidden Champions are focusing on their competitive advantage in the market and getting better at existing areas. Excuse me, why did your company choose to focus on market segments instead of diversification?

Liu Tianxi: From 2007 to 2013, Topbond tried to diversify, with some successes and some failures. To refine and deepen products and solutions by market is also the result of our diversification attempts. This decision is correct, because Topbond is a company with accumulated technology. We do not just take orders and process products, but expand the market after building our technical product solution capabilities. Our core market is intelligent control. Topbond decided It is more beneficial to the company's growth to develop in a market where it has more advantages and competitiveness.

CEConline: What are the development prospects and trends of the industry in which your company operates? In times of uncertainty, how will your company continue to maintain its existing advantages in the future? What are your next steps and goals?

Liu Tianxi: First of all, the future is an era of digital intelligence, intelligence will be everywhere, so the entire potential market space is huge, and there will be incremental space. Secondly, China has the advantage of talent reserve, a large number of excellent engineers and supply chain advantages, and companies with good management capabilities are rising rapidly, our global competitive advantage will continue to expand, and these industries will further become China's excellent head. Enterprise concentration. Finally, due to changes in the international trade environment, uncertain events continue to increase, Chinese enterprises will become more international, and they can also build strong distributed industrial chain capabilities outside of mainland China.

In order to cope with this uncertainty, Topbond takes agility as its core value concept in strategic management, and agility is an important strategy to adapt to this era. Topbond's agility has been rooted in its corporate genes, including agility. Organization, agile culture, agile processes, and agile philosophy. This can play a greater advantage in the era of uncertainty. When we determine the value concept of agile innovation partners, we are also based on the judgment of future uncertainty. In this era, we need to create value with agility. The spirit of partnership for long-term cooperation can go further.

Topbond will continue to strengthen its product capabilities around the core technology products of three electricity and one network, build competitiveness in the four industries (home appliances, tools, lithium batteries, industry), and continue to actively explore to The core advantage is to explore new business directions by relying on it, and will also make some attempts in new business models.

Picture/ Topbond