From the hometown factory to the coastal city, from the foreign company executives to start a new material company, Bin Yucheng has been challenging himself.

Ten years ago, the choice of founding Guangdong Huiqi New Material Co., Ltd. was a logical thing for Bin Yucheng, who had just passed the age of puzzlement: "I don't like to stay in the comfort zone, when I can easily do three things at the same time, I will challenge to do ten things at the same time, and then challenge to do twenty things. And at that point, working part-time was too easy for me."

(hereinafter referred to as "Huiqi new materials") before the founding of Guangdong Huiqi new materials Co., LTD, Bin Yucheng is the United States WORTHEN the company's head of the Asian region. 2013, in the industry has been crawling around for more than 10 years he decided to create a solution to the industry's pain points of the enterprise, Huiqi new materials should be born.

Huizi New Material is a high-tech enterprise dedicated to the research and development of adhesion and waterproof function in footwear industry. Headquartered in Nancheng, Dongguan, after ten years of deep cultivation, has built R & D centers, laboratories, and other "hard core" conditions, the products are favored by the international first-line footwear brands. The company has set up branches and offices in Taiwan, Vietnam, Indonesia, Cambodia, India, etc., providing high-quality polyurethane film products and perfect technical services for major international footwear brands.

Polyurethane films are widely used in the sports footwear industry for uppers, tongue labels, trademarks and decorative accessories, straps for bags, reflective safety labels, logos and so on. Compared with the traditional way of adhesion, which is often sewing or gluing, polyurethane film has the advantages of environmental protection, yellowing resistance and hydrolysis resistance.

In the research and development of polyurethane film, Huiqi new materials has nearly 100 patents, can be said to be the leader of this niche field. But Bin Yucheng is not satisfied, Huiqi new materials will have a large sum of money invested in R & D every year. 2022, the company's R & D expenses accounted for the total output value of 10%.

"Huiqi new materials as a Chinese manufacturing enterprise, I hope that Chinese manufacturing can not just be synonymous with cheap, but can go to the world with the image of a world famous brand." Bin Yucheng is very firm.

A small-town youth's journey against the odds

In 1995, Bin Yucheng, who graduated from university, was assigned to work in a state-run cement factory in Hunan province. The work in the cement factory was not difficult, and it didn't take long for Bin Yucheng to familiarize himself with his job. After work, he spent all his time learning English. "I think English is a very important tool that will be of great use in the future. When I got my first paycheck, I bought radios and newspapers to learn English." Bin Yucheng said.

State-run factories in the day after day similar work, so that the early 20s Bin Yucheng feel a little bored. Two years later, he resolutely chose to quit the iron rice bowl. He went to the frontier of reform and opening up: Guangdong.

To Guangdong, he went to several cities to find a job, are not very smooth. At this time, a foreign-funded enterprise in Dongguan to do new materials recruitment of chemical industry professional business technicians, just and Bin Yucheng professional counterparts, he smoothly into the job.

I thought I had found a good job, but after joining the company, Bin Yucheng realized that the work was very different from what he had imagined. "When I first went to the company, it was a very one-dimensional business and there was no one to teach you what you should do." Bin Yucheng recalled.

After understanding the specifics of the company, Bin Yucheng believes that there are shortcomings in the company's sales. External publicity, internal products are not enough. In response to these situations, Bin Yucheng made some improvements. He first proposed to order a batch of T-shirts with the company's logo, so that everyone became a mobile advertisement; at the same time, he played to his advantage of good English foundation, and personally went to dock with some foreign suppliers.

Sometimes you can only sleep four or five hours a day in order to run a few more clients. "Because there was a time difference between the U.S. and us, I could only wait until the early hours of the morning in order to wait for a call from a customer." Bin Yucheng recalls. But no matter how hard it was, he gritted his teeth and persevered. When doing business, Bin Yucheng also strive to make up for their shortcomings, for the administrative aspects do not know, he actively study the Labor Law, learn how the company declared customs, and even went to the customs clearance certificate. He even went to take the customs declaration certificate. He understands the functions of each department of the whole company.

God is not responsible for those who have the will, Bin Yucheng sweat gradually began to see the results. Several first-tier shoe material suppliers threw olive branches to the company, and the company's business volume continued to grow, and because of his excellent overall ability, Bin Yucheng grew from a bottom-level salesman to a business manager. Because of his excellent overall ability, Bin Yucheng grew up from a bottom salesman to the company's business manager, and since 2000, he has been responsible for the development of the entire Asian market and the establishment of various regional branches. By 2002, his annual salary had reached more than 300,000 dollars.

From trade processing to independent research and development of nearly 100 patents

The following ten years were also ten years of learning and precipitation for Bin Yucheng. In order to better improve his business, he often researched in markets around the world. In the process, as a technician from the science class, he realized that the new products developed in the company's laboratory were not suitable for the market. And the market needs products that many researchers and developers do not perceive.

In 2013, Bin Yucheng founded Huiqi New Material in Nancheng, Dongguan.

Like many manufacturing enterprises in Dongguan, Huizhi New Materials started out on the path of trade processing, doing some semi-finished product processing. As many materials rely on imports, the company is very passive, and profits have been suppressed to a very low level.

"The last negotiation with the Americans in 2017 touched me a lot. At that time, I thought that if some semi-finished products still need to be imported, they will definitely be 'necked' in the future." Bin Yucheng said. It was also such a "passive" experience that made him decide to transform. Other businesses were cut down one after another, aiming at the new material segment TPU (thermoplastic polyurethane resin). Decided to produce their own, their own R & D. This behavior is a bit risky, because at that time, the inventory of Huizhi new materials is only enough for 4 months to 6 months, if the inventory is sold out, the new product has not been produced, it may lead to lose the whole market.

"I'm still going to keep going," he said, "After Trump came to power in 2017, he proposed 'Make America Great Again' and has since made a series of constraints on Chinese companies. If key products are still dependent on imports, the future will also become more and more difficult."

Holding such a belief, Bin Yucheng recognized the goal, with the R & D staff to increase investment in research and development. The goal of localization of raw materials has been gradually achieved, and further optimization has been done, which makes the quality more stable than the previous imported materials. From the world polyurethane industry applications, international business relations, linked to the development of China's polyurethane, Huiqi new materials thick and thin, self-developed products, recognized by the global market.

After years of accumulation and research and development, Huiqi new materials are fruitful. In the field of new hot melt adhesive film, we have won nearly 100 patents, including 76 patents in Guangdong and 13 patents in Hunan. The products cover environmentally friendly, yellowing-resistant, hydrolysis-resistant, biobased, recyclable new film products, and also launched various new adhesive film products and related automation equipment that can meet the needs of automated production, energy saving and emission reduction, and VOC reduction.

Going global, mindful of home

"I want to make Chinese brands in the segment of polyurethane films go global." Bin Yucheng talked about how Huiqi New Materials has been focusing on entering the overseas high-end market, and the company's many patents in the industry have given domestic brands more say in the international segment. "Before 2017, I was the biggest customer of American WORTHEN in Asia, and now I am their biggest supplier."

The success of the overseas market is related to Bin Yucheng's forward-looking layout of the company. As early as 2018, the quality of Huiqi New Material's products has reached international standards. 2020, Huiqi New Material passed the certification of Satra Laboratory, and in 2021, it was awarded the title of national "high-tech enterprise"; it passed the certification of ISO9001 quality management system.... ...

In order to further guarantee the quality, Huiqi new materials and domestic polyurethane industry leading enterprises - Wanhua Group formed a strategic cooperative relationship, and with South China University of Technology large-scale doctoral tutors, Hunan Institute of Technology and other institutions to carry out "industry-academia-research" cooperation, and build a joint doctoral workstation. Workstation. In 2022, the R&D investment of Huizhou New Material has accounted for 10% of the turnover.

By now, Bin Yucheng has set up branches and offices in Taiwan, China, Vietnam, Indonesia, Cambodia and India. The company adopts the most advanced international high-tech equipment for product development and manufacturing, and the products are widely used in many industries, such as footwear, medical protection, electronic products, furniture products, waterproof materials, automotive and so on. We have reached cooperation with Nike, Adidas, 361°, Anta, Li Ning and other brands. The products are exported to Asia, North America, Central America, South America and Europe. The product quality of Huizhi new material makes the world recognize Made in China again.

"Have recognized the Qiankun big, still pity the grass green", as an entrepreneur, outside the riding the sea of business at the same time, Bin Yucheng did not forget his hometown - Hunan Zhangjiajie. 2020, Dongguan, Guangdong, the production base has been unable to meet the company's growing business, Bin Yucheng began to plan a new production base. Bin Yucheng began to plan for a new production base. He took the initiative to find his hometown government, expressed his willingness to return to his hometown to invest in Hengshan and Zhangjiajie, respectively, set up production centers, boosting local employment and tax revenue.

In addition to investing in his hometown, Bin Yucheng has always been concerned about his hometown's education. He believes that rural education, can not always rely on teachers to generate electricity with love. For this reason, he annually donates a certain amount of cash to the poor schools in his hometown to support the teaching of these teachers who stay in the countryside and other encouragement.

From the small mountain village in Hunan to the manufacturing capital of Dongguan, from the ordinary working people to the annual output value of more than 100 million company chairman, Bin Yucheng to the world, to the industry to show the charm of China's manufacturing. When asked about the focus of the company's future layout, Bin Yucheng said two points: innovation, heritage.

"More innovation on the technical level, so that Huiqi new materials into the sequence of international famous brand. Also on the basis of innovation to be able to do inheritance, China's manufacturing enterprises generally do not have a high life expectancy. But the United States has several hundred years of manufacturing enterprises, I hope Huizhou can go a little farther, inherited to the next generation, and even can also become a hundred years of enterprise." For the future of Huiqi, Bin Yucheng full of confidence.