Shenzhen SlkorMicro Semicon Co., Ltd. and Shenzhen Kinghelm Electronics Co., Ltd. have ushered their fast development in recent years. The popularity and reputation of the two companies’ logos, “Slkor” and “Kinghelm”, have enhanced significantly in electronic information industry, which further improves sales of their products in turn. In the opinions of Song Shiqiang, brand refers to both social and business values that brand owners obtain by using it on an open market. The contents and value that brand conveys to customers have somewhat played an essential role in market competition. Is there any effective way to build a brand? What is the underlying logic of brand building? Mr. Song, the founder of Kinghelm and Slkor, will tell you the answer.

Figure: Slogan of Slkor: “Leader of Domestic Semiconductor Industry”

(i) Brand means quality

Brand seems impossible without ensuring quality. The first thing occurring to our mind must be quality, when deciding to buy a product, particularly valuable ones. We may consider whether it is solid, durable, convenient and safe or not, and of course we prefer a trustworthy brand, even if its price may be a little bit higher.

Ms. Ross’suitcase of LV (Louis Vuitton) fished out of the bottom of sea in the film Titanic that we will mention later has so good a quality that it could avoid decay even being soaked in the deep ocean for decades. How excellent the quality is! Men who smoke usually use Zippo to show off their taste because Zippo’s quality is very excellent. It was bullet-proof. I love hiking in normal times so I know Timberland shoes are quite durable and can be used for years. I called them “tough shoes” jokingly. All those are high quality products. I think that we must have heard the story that Haier’s founder Zhang Ruimin smashed refrigerator. Why did he do that? Just foster a brand by ensuring product quality.

In service industry such as hotel and restaurant, the star rating of hotel and Michelin rating of restaurant are relatively objective criterion and support system, and they are an extension of brand. For instance, Hilton offers better service than Home Inn with higher charges. I was an VIP of Intercontinental Hotel when I was professional manager; then I became a VIP of Vienna Hotel after I found Slkor; and later I became a VIP of Home Inn after my company became larger; as I prepared to be a VIP of 7 Days Inn and Sha-Xian Delicacies, the biggest chain brand in China, Slkor and Kinghelm finally started to earn profits, so I slightly improved life standard without registering as a VIP of All Seasons Hotel. I’m sure that I will be a VIP of various brands later in my life.

Guarantee and promise of big brand in aspects such as maintenance and after-sales service are the extension of a brand. I have used water purifier of Smith at home for years and received their accessories such as filter element regularly. As long as quality is guaranteed, we certainly will be confident in the brand, even if there is a small problem. The manufacturer will finally help resolve these problems by meeting your demands.

I think we must know the case of “a woman sitting on the roof of Mercedes car” a few years ago. The case is a typical example of Benz’s poor post-sales services for the quality problem. Public opinion emerged concerning both quality problem and poor after-sales service, because they are really beyond customers’ expectations on brand image and other aspects. Porsche 4S shop provided poor maintenance service to me a few days ago. So here I was determined to buy a fancier version of Corolla instead of Porsche when I earn lots money later. In conclusion, brand means extension of quality and service quality.

The series of Song Shiqiang from Slkor on brand will come soon in succession! Don’t miss it!

Figure: General Manager Song Shiqiang of Slkor and Kinghelm

On top of being a private economic researcher of the Economic Development Center of the State Council, Song Shiqiang is also a member of the electronic information expert database of China Association for Science and Technology, and a commercial research expert of Huaqiang North. Mr. Song was the former CEO of an international real estate listed company. He has invested and managed a list of companies such as Shenzhen SlkorMicro Semicon Co., Ltd. and Shenzhen Kinghelm Electronics Co., Ltd., building the "Slkor" and "Kinghelm" brands. Both "Slkor" and "Kinghelm" are national high-tech companies and they have obtained dozens of invention patents and software copyrights. In addition, Slkor is one of the fastest-growing semiconductor companies in China, and its vision is to become "the leader of the domestic semiconductor manufacturing industry".

 "Kinghelm Connecting Beidou" is the slogan of Kinghelm company. Beginning from the development of Beidou antenna, Kinghelm has developed and produced microwave antenna, RF connection line and electrical signal connector and other products, embracing the intelligent era for Internet of Everything.  Song Shiqiang has a wide reputation and influence in the semiconductor, Beidou positioning and navigation industry. As one of the renowned business leaders in Huaqiang North Commercial Area of Shenzhen, Mr. Song is striving to make his best efforts to improve the business environment, hoping that Huaqiang North will become a catalyst for reform and opening the window of Shenzhen's economic development.

Figure: publicity design for Slkor SiC MOS tube