Li Chuangfeng: Domestic storage is equally excellent on the broad stage

With the collective rise of domestic storage, more and more domestic storage brands have begun to leap onto the international stage and compete with world giants. Kimtek is an excellent representative of them. This leading company in the field of domestic storage modules recently officially released a new brand strategy and put forward the goal of "realizing the storage dream and creating good storage for the Chinese people".

To this end, Jiwei.com reporter interviewed Mr. Li Chuangfeng, Chairman of Jintigo, and asked him to share his thoughts behind Jintigo's brand upgrade and strategic planning for the future.

After 20 years of development, Jintigo has become a well-known brand in Guangdong Province, and its SSD module factory brand ranking ranks third in the world. However, Jintigo has a longer-term goal and has made corresponding preparations.

"Kintego's brand upgrade is fully in line with the country's overall grand strategy." Li Chuangfeng said: "The country has proposed a dual circulation strategy to encourage domestic companies to explore overseas markets. Jintego has spent 20 years cultivating the Chinese market and has laid a very solid brand foundation. It has also completed the initial layout of global channels, so the global brand launch is a natural outcome; for Jintego, it is most appropriate to upgrade from a regional brand to an international brand at this point in time."

Li Chuangfeng told Jiwei.com that Jintek has made full preparations for this major brand upgrade. "Jintek's business is divided into two parts: 2C and 2B. In the 2C part, we will focus on market demand, make overall planning and layout around online and offline, new retail and other fields, and set up an independent team to be responsible for the operation of domestic and foreign channel business. For the original 2B part, we will continue to strengthen the connection with partners. Li Chuangfeng also expressed his most sincere gratitude to the cooperative enterprises: "I am very grateful to these partners. They have helped Jintek to reach a higher level."

People who understand brand operation know that brand upgrades are not always smooth sailing. There are many precedents of "turnover" due to improper upgrades. As a leader in brand building in the domestic storage industry, Li Chuangfeng and his team have also thought deeply about this. "Steady is the principle of Jintigo. In this brand upgrade, Jintigo will continue the style of "steady and steady", step by step, and complete the overall brand upgrade field by field."

It is understood that Jintek's brand upgrade this time will consist of three parts: product line upgrade, quality upgrade and service upgrade. The product line upgrade will focus on launching three major product lines: Zhanhu, Suhu and Panhu, which are respectively aimed at extreme players, high-end players and ordinary consumer users, to complete the full coverage of consumer customer groups and meet customers' personalized consumption needs. The goal of quality upgrade is to significantly improve customer satisfaction with quality, strictly control product quality, reduce the annual repair rate and strictly control it within 3‰, and service upgrade includes establishing a national after-sales service station network and comprehensively improving sales strategies.

For Jintigo, it is now in a very good historical opportunity period, and the country is making every effort to promote the development of the domestic storage industry. Li Chuangfeng also cherishes this opportunity, but he believes that opportunities cannot be easily seized. "It can be said that Jintigo has been preparing for this day for a long time. It has been deeply involved in the storage field for more than 20 years. In terms of quality management, product system construction, talent system training and other dimensions, it has built a protective wall with Jintigo's brand personality."

Li Chuangfeng emphasized: "In the past 20 years, Jintigo has accumulated a lot of experience and has continued to deepen cooperation with major partners in the industry chain, strengthen connections, and empower each other. So when the opportunity comes, with its own reserves and the mutual support of the industry chain cooperation system, it is natural for Jintigo to tap into the opportunity of localization of storage."

However, the rise of domestic storage brands also faces a challenge, that is, consumer recognition is still relatively low, and many people even have some prejudice. In this regard, Li Chuangfeng believes that we should look at this issue rationally, "In the past, there was a gap between our quality and that of foreign products, which is undeniable, but after years of development, especially in recent years, the quality of domestic products has made a great leap forward."

Li Chuangfeng said with great satisfaction: "I see that our country's scientific and technological workers all have the same idea, which is to prove that domestic products are equally excellent. Therefore, everyone is very dedicated and has raised the research and development level to a new height. Everyone is naturally connected together, the advanced ones help the latecomers, and at the same time, the latecomers are also promoting and stimulating the energy of the industry pioneers to move forward, forming a very good atmosphere." He said confidently, "Now domestic module factories are making very fast progress. The return rate may have been a few thousandths before, but now it has reached a few ten thousandths, and the stability is no different from that of foreign products."

Li Chuangfeng believes that the best way to fight back is to come up with excellent products to prove himself. "I can confidently tell consumers that Jintek's products are also great."

The key to improving product quality is high-quality research and development. Li Chuangfeng regards research and development as the root of the brand. To this end, Jintek has started from several aspects to improve the quality of research and development.

First, in terms of talent investment. Jintek attaches great importance to the selection and training of high-quality talents. While building a complete welfare system, it has proposed a "sharing mechanism centered on strugglers". Through outstanding employee shareholding, employees can share the company's hard work while being motivated; secondly, through the introduction of digital and intelligent production lines, product quality has been improved, and production lines have been upgraded from standardized factories to intelligent manufacturing factories. The third is product quality upgrade and iteration. Recently, Jintek's DDR4 server-specific memory has obtained an independent certification issued by the Advanced Validation Labs (AVL) of the United States. AVL is a third-party professional organization that tests and certifies memory products and is regarded as an authoritative organization for memory testing. According to Li Chuangfeng, in addition to actively seeking cooperation and certification from third-party professional testing organizations, Jintek will also strengthen independent development and testing, and continue to produce high-quality products with reliability, stability and compatibility. Moreover, from this year to next year, new products will be released every month or every quarter. "This is the power of research and development, which has a huge enabling and lifting effect on Jintek."

Li Chuangfeng has a bigger dream in his heart, which is to precisely empower cooperative enterprises based on Jintek's resource advantages, industrial advantages, production technology advantages, etc., to carry out in-depth cooperation and develop a chip with Jintek's genes.

Looking back at the 20-year development trajectory of Jintek, brand building has always been an important force supporting its development. Li Chuangfeng mentioned his own feelings at the end of the interview: "Building a brand requires persistence and belief. You have to love this career and then move forward step by step. There is no other trick."