At the time of joining the army,Mr. Zhu Zhongwu threw himself into the military camp and sprinkled the blood of aspiring youth on the training ground of the military camp. He became a tank soldier known as the "King of Land War". Mr. Zhu Zhongwu, an iron-blooded and masculine man, has been the best time of his youth, and has been a team member for three years.

After he was discharged from the army, he was assigned to the urban construction and Environmental Protection Bureau, and he had a secure job, which became what many people longed for.

However, this "Son of Zhejiang" who was born in a strong atmosphere of "Mercantilism" has the same ambition as that of Putuo Mountain. Coupled with years of training in the army, he has developed his character of being upright and unyielding. He secretly thought: at that time, it is better to make a career. "When I made the decision of 'going out for a break', my parents didn't understand." Even so, Mr. Zhu Zhongwu still chose to fight in the tide of business.

Riding the mighty east wind of the new era, Mr. Zhu Zhongwu has been engaged in the construction industry and communication industry in this hot land of entrepreneurship in China. After that, he came to Guzhen Town Zhongshan City in Guangdong Province in 2004 at the invitation of his relatives and friends

At this time, there were many merchants in Guzhen Town, and the business atmosphere was strong. In addition, the local government identified lighting as a pillar industry and focused on supporting it. Mr. Zhu Zhongwu saw the development prospects of this market. After investigation, he decided to start a business here, aiming at the lighting market.

This can not help but make people feel strange. Looking at the Guzhen Town at that time, the lighting industry was booming, and the lighting merchants increased rapidly in just a few years. Why did Mr. Zhu Zhongwu choose commercial lighting in another way?

After being questioned by the author, he said with a smile: "At that time, all the friends around me produced and operated lighting products. Looking around the whole town, there were very few manufacturers engaged in commercial lighting, so I judged that the commercial lighting field would be a good choice."Mr. Zhu Zhongwu began a new exploration with the mindset of trying and making a breakthrough.

"At first, the company was not named as SANTAN Lighting. It was located in Hetang Town, Jiangmen City, near Guzhen Town. It mainly produces and sells some commercial lighting products." Zhu Zhongwu went on to say that by continuously focusing on "Emphasizing technology and strengthening R & D" to build the competitiveness of the enterprise in manufacturing and R&D, we successfully developed the first integrated downlight in China in 2007. In 2008, we became one of the first high-end commercial lighting enterprises in China to set foot in LED lighting products, accelerating its attack on the high-end commercial lighting market.

"From the traditional light source to the LED lighting, the updating iteration of the times and the transformation and upgrading of the industry have never stopped. The arrival of the LED era is an extremely important watershed in the development of China's lighting industry, and it also gives domestic brands and international brands an excellent opportunity to compete on the same stage."

Mr. Zhu Zhongwu frankly said that in the field of traditional commercial lighting, Philips, OSRAM and GE, the three international lighting giants, almost monopolized the global traditional lighting market. For Chinese lighting enterprises, they can only look forward to it, and it is difficult to expand the global market. When the LED lighting era comes, domestic and foreign lighting enterprises are standing on the unified starting line. It can be said that the reform of the lighting industry has given SANTAN Lighting a great opportunity.

Looking at the past and present, in the face of historical opportunities, most people show hesitation, hesitation and wait-and-see. At that time, Mr. Zhu Zhongwu showed the courage and boldness of soldiers who dared to break through and try, and quickly cut into LED lighting in 2008.

As John Nesbitt, the master of future trends, said: “ Do not get results by solving problems, but by exploiting opportunities.” Although at that time, in China's lighting and lighting market, lighting products increasingly occupied the main business position of large dealers of lamps and lanterns, SANTAN Lighting was not difficult to retreat at this stage.

"Even though these large dealers who mainly sold lamps at that time only sold some tubular spotlights, it was also an opportunity for us to enter. After we passed on the knowledge of lighting to them for a long time, and continuously organized dealers to carry out professional lighting knowledge training, slowly publicized the importance of the entire light environment to mankind, and imperceptibly changed their concept of the light environment, they began to pay attention to this Plate.

From displaying the first generation of display cabinets launched by SANTAN Lighting, to gradually upgrading into an image wall - small area - brand store. "

Mr. Zhu Zhongwu is very knowledgeable about the long road of popularization of the light environment. He is familiar with the fact that everything needs to go through a gradual process. It is precisely because of the accurate grasp of the opportunities and the continuous cultivation of the market that SANTAN Lighting has ushered in explosive development in the high-end commercial lighting field. Before 2010, it had set up five branches in East China, South China, North China, West China and central China. The core sales service network covers more than 800 cities and regions across the country.

In 2010, it was an important development node of SANTAN Lighting. In this year, the company further defined its development orientation - to professionally create high-end LED lighting products, and named the English brand "SANTAN" around brand upgrading, indicating that its ambition to lay out the global market has been ignited; This year, SANTAN Lighting moved to Jiangmen National High Tech Zone; In this year, SANTAN Lighting has fully entered led health lighting, and promoted "SANTAN LED cares for children's eyesight" across the country... Every step taken by SANTAN Lighting promotes the arrival of a new era of SANTAN Lighting.

In 2011, SANTAN Lighting launched the product planning of benchmarking international first-class brands to the market, and launched the design application end into the market. At the same time, the brand image implements the brand-new VI system, and the channel stores display the terminal Si image to establish a brand-new image of high-end and standard brands, and gradually build a Chinese power to compete with international brands.

2014 is the first year of China's comprehensive deepening of reform and the new year of explosive growth of LED enterprises. In the following few years, the domestic urban and rural construction was accelerated again, and the accumulated SANTAN Lighting entered the engineering field from the channel terminal. It completed several large-scale lighting projects one after another, and became the only domestic lighting brand that was selected into the The Palace Museum lighting renovation project, the Central Party School, the Diaoyutai Guest House, the Beijing Yanqi Lake International Convention and Exhibition Center and other national projects.

With the launch of the high-end series "JG", in 2016, SANTAN Lighting quickly occupied the field of high-end designers at home and abroad, with more than 500 brand stores, covering more than 90% of the first and second tier cities in China. The speed is shocking. In fact, SANTAN Lighting can cross the engineering field and designer field from the channel terminal in a short time, which is related to the precipitation and clear positioning of the enterprise itself.

In Mr. Zhu Zhongwu's view, there is still a lack of enterprises in the industry that do practical things. Many enterprises talk more and do less. And SANTAN Lighting is a kind of enterprise that does more and says less. Therefore, in the eyes of many people, SANTAN Lighting is like a "mysterious Knight". When this "knight errant" wandered in the lighting industry and galloped among the major lighting projects, he felt a lot.

"In the long-term manufacturing and R&D process, I found that everyone pays attention to the light environment of the building sector, and often neglects the home sector. In fact, many people feel that the lighting of the hotel is very comfortable, but they can't find this feeling in the home environment. The fundamental reason is the light environment. Today, many people still have a very shallow understanding of the lighting, and more people are still needed to guide them.

Based on this, we believe that the home sector is promising, which is also a good opportunity for us, so we decided to focus on this field and do more in-depth research and guidance on the promotion and improvement of the light environment. "

Mr. Zhu Zhongwu talked with confidence. At the beginning, SANTAN Lighting broke away from the original traditional way of buying and selling lamps and lanterns, first guiding a small number of people to understand the importance of the light environment, and then displaying the value of light through more in-depth services.

 

"Enterprises have the responsibility to provide users with safe, healthy, comfortable and pleasant light."Mr. Zhu Zhongwu's sincere feelings for the light environment are inadvertently expressed in his words.

It has been more than ten years since SANTAN Lighting spread light and space aesthetics.

From 2011 to now, on the one hand,SANTAN has been held some lighting knowledge sharing salons; On the other hand, let the dealers conduct on-site training and hand-in-hand teaching. Each on-site training can be as short as ten days and as long as one month; In addition, professional lecturers have been hired to give lectures in different cities, so that more interior designers can understand the importance of light environment.

In order to discover, explore, intelligently create, learn and spread light and space aesthetics, SANTAN Lighting College was established in 2017. At the same time, it created the "Light Build Plan", providing a platform for enabling learning for the design community and building a bridge for cooperation and communication between the lighting community and the design community.

"Since its establishment, SANTAN Lighting College has trained at least 6000 trainees and held at least 200 designer salons every year." Looking at the industry, there are only a handful of enterprises that can have such a bold investment and focus on designer channels, while SANTAN Lighting continues to invest.

Now, it has a strong tutor team, including senior experts, scholars and institutions of higher learning in the lighting industry, such as professors and senior engineers of Tsinghua University, Fudan University and Tongji University; In addition, Inter Milan Class is jointly created with the Italian Polytechnic University of Milan, we specially invited Professor GIANPIETRO SACCH Co-founder of the Poli Design of the Polytechnic University of Milan, and Professor FRANCESCO MURANO, Architecture Master of DOMUS Academy of Milan and Design Doctor of Politecnico di Milano, to promote the integration of lighting design and soft clothing.

When asked about the meaning of this move by the author, Mr. Zhu Zhongwu said in an orderly manner that the core of SANTAN Lighting is "extreme service + extreme experience".

To achieve the ultimate service, we must first build a large-scale team, which requires the enterprise to have the ability to quickly train talents. Through a powerful platform, dealers are constantly given opportunities to interact, communicate and learn with the design circle, and gradually build up the core advantages of the enterprise.

The arrival of the intelligent era is unstoppable, and the combination of intelligence and lighting is "complementary". By integrating intelligence into this expression mode, the whole space has the expression ability of the scene mode, and light and life are combined. In Mr. Zhu Zhongwu's view, the arrival of the intelligent era should first embrace the intelligent era, and then find its own position.

In fact, SANTAN Lighting has been involved in the research of intelligence for a long time. In 2013, it officially launched the intelligent application system and intelligent LED, and implanted wireless intelligence in the exclusive stores. Later, it was found that the wireless intelligence was not mature at that time. After continuous in-depth research, it explored a development path suitable for itself.

In the second half of 2014, SANTAN Lighting began to set up an intelligent Experience Museum in the terminal market; In 2017, SANTAN intelligent Experience Museum 3.0 was launched; In 2020, the 3000 square meter intelligent lighting flagship store of SANTAN Lighting headquarters was unveiled in the ancient town starlight alliance. The store is not only equipped with product display and intelligent lighting scene experience area, but also equipped with professional teaching multi-function hall to build an "aircraft carrier" to seize the new era of intelligence.

So far, SANTAN Intelligent Lighting Experience Museum 4.0 has been launched nationwide, with more than 400 brand image stores, over 30 flagship experience museums with area more than 1000㎡, covering all high-end building materials markets in cities above the third-tier in China.

"In the construction sector, lighting is just needed. We advocate that the halo mirror should develop in the direction of intelligence and health. At present, intelligent lighting is still in the stage of guided consumption. Once the habitual consumption stage is ushered in, the market space of intelligent lighting is unlimited. With more and more lighting enterprises joining in the intelligent sector, I believe that in the future, intelligent will also become a business form with a hundred flowers blooming." Mr. Zhu Zhongwu said.

As a military entrepreneur, Mr. Zhu Zhongwu is low-key and rarely appears in the media. He is called "mysterious Knight" in the industry. Even so, the spirit of "high efficiency, accuracy, stability and care" he created in the military camp has penetrated into the blood of the growth and development of the enterprise. He has turned the military spirit into real responsibility and action, and constantly guided the lighting industry to pay attention to and improve the quality of the light environment with the heart of serving the country.

At the end of the interview, Mr. Zhu Zhongwu also expressed his views and expectations for the future. " SANTAN lighting has always focused on the expression of light, but today's lighting is still focused on the functional application of " point, line and surface ", and has not yet demonstrated the multi-level and multi atmosphere of the whole light space. It needs to invest more in-depth design services. Therefore, in the future, enterprises still have a lot to do in the lighting sector. In the future, with the improvement of people's living standards, more and more consumers will understand and recognize and consume lights that are more suitable for human life.

SANTAN Lighting will change with the change of customer demand, constantly spur itself to make continuous improvement, and strive hard to become the leading brand of global intelligent lighting and brave to open a new situation. "

“I have been a soldier for three years,I'll regret it all my life if I don't serve as a soldier.” When Mr. Zhu Zhongwu recalls this military experience, he still remembers it vividly. From his words, he can also feel that even after he has been discharged from the army for decades, his military character has not been withdrawn, but has become more and more deep into the bone marrow. This pure heart of patriotism and love for his family has also become the strength to support him through the ups and downs of countless commercial seas.

"The market is so big that the power of an enterprise is limited. We need to do a good job in the plate we are good at, find the right position, and hope to create more value for the light environment with our own capabilities." Mr. Zhu Zhongwu said so.