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.

Slogan of Slkor: “Leader of Domestic Semiconductor Industry”

II. Brand means positioning

As the saying goes, “birds of a feather flock together”, we social animals lay emphasis on rules, individual positioning and orders. It’s necessary to position ourselves correctly and know our specific level and class, which is similar to the proverbs curving on Ancient Greek temple--“Know Yourself”. People look basically the same without clothes, so how shall we classify ourselves? External brand empowerment is definitely a simple and easy way for it.

Evergrande’s Xu Jiayin wears a belt from Hermes

Brands are divided into many different grades and ranks and are positioned at different market segmentations. For instance, watches from Patek Philippe, bags and suitcases from Hermes and jewelries from Cartier and Tiffany are the top luxury brands. With a price so extremely expensive that ordinary people can’t afford, they symbolize the social identity of customers who are either rich or respectable. Vice President Rong Yiren wore a watch from Patek Philippe when meeting receiving foreign guests. That is the very first time I knew the brand Patek Philippe. Xu Jiayin, the former richest man in real estate industry, was jokingly called a “Belt Bro”, because he worn a belt from Hermes with a visible gold-plated bronze medal of its first letter “H”.

Common affordable brands are the first choice for middle-aged and senior people like me. We customers pay attention to comfort and practical features. For example, we prefer multi-layered cloth shoes from a Beijing’s old brand called “Neiliansheng”, lycium ruthenicum in vacuum cup and Pu'er tea.

Training materials about Slkor products

We wear clothes from Nike or Adidas while doing exercise but we will choose business suit from Zegna while meeting high-end customers; we use pens from Montblanc while signing important contract. We may also recommend our friend to try a cup of Kopi Luwak coffee at a 5-star hotel when dating for the first time. It doesn’t matter whether you drink coffee or not and what really matters is the atmosphere and mood while using a small spoon to gently stir the edge of the cup a few times. Another choice for him is to invite his girlfriend to have a meal at Wang Steak, ordering the top steak of which one cow has six only. There was a famous “Watch Man” popular online. He was a secretary of county committee. The watch he worn is not matched with his actual income. This triggered public criticism online and finally he was detained. This story tells us to be cautious while showing off.

In those years when my companies, Kinghelm and Slkor, still run businesses at Huaqiang North Commercial Area, I socially interacted with people in Huaqiang North here and there, eating and drinking for free just through those skills. I drove the outdated BMW with several boxes of second-hand Moutai and Wuliangye in the trunk to entertain guests, drink and hang out with friends from various circles. I finally met and knew friends from upper social class of Huagqiang North by showing off and putting on airs, so I finally made friends with wealthy people and people with authorities. Unlike me who tried to show off myself, they were indeed rich and had power. I needed to wear sunglasses when eating in very small restaurants to avoid being recognized by others and to ensure I was still dressed up as a successful man of Huangqiang North.

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

Product knowledge training of Slkor’s team

Shenzhen SlkorMicro Semicon Co., Ltd. has established a team, whose technical backbones were graduated from Tsinghua University or Yonsei University. They lead company development with new materials and new technology, and master the world’s leading 3^rd generation technology of semiconductor SiC power devices. Slkor’s products include three major series of integrated circuits, including diodes and transistors, power devices and power management chips. Slkor has developed into a high-tech enterprise integrated with design and R& D, manufacturing and sales from an IP design company alone and has gained a high popularity in semiconductor industry. Our official website (www.slkormicro.com) not only displays our products and publicizes the company but also facilitates technology exchange, collision of ideas, information exchange and data query, making it a platform for the coordinated development of semiconductor industry.

Song Shiqiang, GM of Slkor and Kinghelm