Yihai E-Cigarette CEO Chen Zhenjiang: My Childhood Dream Was to Earn 100 Million
In Chen Zhenjiang's office, vaping products in silver white, sapphire blue, vintage gold, and other colors are displayed across the desk. Their metallic shells seem to glow, much like the sharp instincts, agility, and endurance he developed through years
In Chen Zhenjiang's office, various shades of electronic cigarette products in silver, royal blue, and vintage gold are displayed on the table. The metallic shells seem to be coated with a layer of brilliance, reflecting the sharpness, agility, and patience that Chen has honed over years of navigating the business world, all emanating on a crisp autumn morning. Just as a mountain is built from a single pile of earth to reach thousands of feet high, and a well is dug from a mere three-inch pit to achieve great depths, he has led Yihai step by step to achieve 'thousands of feet high' and 'great depths.'
Entering the business world was thorny; without obstacles, there would be no flow, and without flow, there would be no progress.
In 2002, after graduating from university, Chen Zhenjiang entered the sales industry in Dongguan. After three months of trying, he realized it wasn't the right fit for him, so he decided to return to his major in electronic technology, starting from the grassroots level to accumulate experience and hone his skills. To improve his chances of getting hired, he went to job fairs every day to gain interview experience, eventually becoming an assistant engineer and starting his technical career. Lacking practical experience, he often worked overtime to study. After becoming familiar with the business, Chen switched to another Taiwanese company engaged in audio equipment manufacturing, continuing as an engineer. From 2003 to 2010, he rose from engineer to vice president of R&D, reaching the top of the company.
Chen Zhenjiang smiled as he recalled that his childhood dream was to earn 100 million. In 2010, when conditions were ripe, he decided to start his own business in audio manufacturing based on his work experience. Initially, he invested over 1 million, personally running the business, creating samples, and purchasing equipment. However, the audio industry was already in decline, and after a year of starting his business, he lost everything. This experience made Chen deeply realize that innovation is crucial in business, and having the right direction is essential.
By chance, a friend introduced him to electronic cigarettes. After conducting market research, he concluded several points: first, electronic cigarettes are a substitute for tobacco, relatively environmentally friendly and healthy, and they belong to the fast-moving consumer goods category with a promising market; second, the electronic cigarette industry had not yet formed, and the public's understanding was insufficient, leaving ample room for development; finally, the entire tobacco industry's market value is substantial, so the potential market share for electronic cigarettes is vast. As long as they can replace a portion of tobacco, they could reap significant profits. After thorough analysis, Chen decided to invest fully.
Youth is often like this—some drift with the wind, some enter dreams, while others fill the content of life through stumbling and climbing. With a distant goal, life has its ups and downs, and dreams can be pursued. In the world of electronic cigarettes, Chen Zhenjiang found his distant goal and the source of his relentless struggle. From then on, the distance would no longer be far, and all efforts would no longer feel arduous.
Innovating and developing smart products; Yihai thrives amidst challenges.
Chen Zhenjiang embarked on another entrepreneurial journey, which is always tough in the early stages. He recalled a time when he took a client out for dinner, which cost over 140 yuan. After paying, he needed to pack the leftover food, but the takeout box cost one yuan, and he couldn't find even a penny on him. At that time, he had invested all his money in R&D, paying suppliers and workers. Although life was tight and he was once broke, he believed that as long as his faith remained strong and he stayed on course, he would surely overcome difficulties and welcome brighter days.
At that time, there were mainly two types of products in the electronic cigarette market: eGO and mechanical mods. The drawbacks of mechanical mods included risks of short circuits and voltage instability, leading to poor experiences in taste and vapor production. This was a disadvantage of mechanical mods but also an opportunity for Chen Zhenjiang. He led his team in R&D, focusing all their energy on chip technology. After much effort, Chen successfully integrated chip technology into mechanical mods, significantly enhancing the intelligence of electronic cigarettes and providing customers with more user-friendly designs. Chen recalled one order for 2,000 units. They were both happy and excited, feeling a sense of pride in delivering a strong rebuttal to American companies that initially mocked them, claiming that Chinese technology was not worth attention.
The transition from the first generation to the second generation of electronic cigarettes marked a revolution and leap, achieving smart technology. Chen Zhenjiang also thoroughly understood the vastness of the electronic cigarette market and decided to delve deeper into this industry. After mid-2012, through the fan effect they had built over the years, DIY enthusiasts online began to pay attention to them, learning about the technology, and some foreign artisans started customizing their tech products. They gradually gained recognition from foreign clients and collaborated with overseas manufacturers as a chip technology supplier. In just a few years, Dongguan Yihai Electronic Co., Ltd. evolved into a technology company focused on the research, development, production, and sales of electronic chip products, applying them in various high-end devices. 90% of their products are exported to Europe and America, leading the trend in the electronic cigarette industry.
The company's development has also adjusted with the increasing scale, focusing mainly on two aspects: continuing R&D in chip technology and creating their own brand. Chen Zhenjiang mentioned that with technological advancements, the barriers to entry in electronic cigarette technology are lowering. To enhance competitiveness, it is essential to have one's own brand. Starting in 2013, he abandoned chip technology supply and R&D, transitioning to finished products. He invested significant time, money, and effort in recruiting and building a dedicated team, seeking core talent to create a high-end brand. From 2016 onwards, considering long-term prospects, they ceased all collaborations with domestic clients. Chen Zhenjiang confidently stated that they were preparing for the next leap to the peak.
Being prepared in times of peace ensures survival in times of crisis.
Chen Zhenjiang stated that to judge the quality of an electronic cigarette product, one must primarily look at whether the voltage is stable and accurate, and whether the user experience is powerful and explosive. Yihai injects a focus on details and a commitment to perfection into every production process, and this dedication to craftsmanship has been recognized by clients.
Chen Zhenjiang believes that the guiding principle is to prepare well during both low and high tides, to be cautious in times of peace, and to find opportunities in desperate situations. For a businessman, learning to let go and learning to persist are equally important. Initially, he abandoned the declining industry and insisted on settling in the electronic cigarette sector, maintaining a commitment to technological innovation and brand development, which has led to Yihai's current success. He also mentioned that a company's development and competitiveness are inseparable from talent competition and team stability. In assessing talent, he mainly considers the following aspects: morality and loyalty; professional ability; ambition, ideals, and pursuits; and shared values.
Entering the business world was thorny; without obstacles, there would be no flow, and without flow, there would be no progress.
In 2002, after graduating from university, Chen Zhenjiang entered the sales industry in Dongguan. After three months of trying, he realized it wasn't the right fit for him, so he decided to return to his major in electronic technology, starting from the grassroots level to accumulate experience and hone his skills. To improve his chances of getting hired, he went to job fairs every day to gain interview experience, eventually becoming an assistant engineer and starting his technical career. Lacking practical experience, he often worked overtime to study. After becoming familiar with the business, Chen switched to another Taiwanese company engaged in audio equipment manufacturing, continuing as an engineer. From 2003 to 2010, he rose from engineer to vice president of R&D, reaching the top of the company.Chen Zhenjiang smiled as he recalled that his childhood dream was to earn 100 million. In 2010, when conditions were ripe, he decided to start his own business in audio manufacturing based on his work experience. Initially, he invested over 1 million, personally running the business, creating samples, and purchasing equipment. However, the audio industry was already in decline, and after a year of starting his business, he lost everything. This experience made Chen deeply realize that innovation is crucial in business, and having the right direction is essential.
By chance, a friend introduced him to electronic cigarettes. After conducting market research, he concluded several points: first, electronic cigarettes are a substitute for tobacco, relatively environmentally friendly and healthy, and they belong to the fast-moving consumer goods category with a promising market; second, the electronic cigarette industry had not yet formed, and the public's understanding was insufficient, leaving ample room for development; finally, the entire tobacco industry's market value is substantial, so the potential market share for electronic cigarettes is vast. As long as they can replace a portion of tobacco, they could reap significant profits. After thorough analysis, Chen decided to invest fully.
Youth is often like this—some drift with the wind, some enter dreams, while others fill the content of life through stumbling and climbing. With a distant goal, life has its ups and downs, and dreams can be pursued. In the world of electronic cigarettes, Chen Zhenjiang found his distant goal and the source of his relentless struggle. From then on, the distance would no longer be far, and all efforts would no longer feel arduous.
Innovating and developing smart products; Yihai thrives amidst challenges.
Chen Zhenjiang embarked on another entrepreneurial journey, which is always tough in the early stages. He recalled a time when he took a client out for dinner, which cost over 140 yuan. After paying, he needed to pack the leftover food, but the takeout box cost one yuan, and he couldn't find even a penny on him. At that time, he had invested all his money in R&D, paying suppliers and workers. Although life was tight and he was once broke, he believed that as long as his faith remained strong and he stayed on course, he would surely overcome difficulties and welcome brighter days.At that time, there were mainly two types of products in the electronic cigarette market: eGO and mechanical mods. The drawbacks of mechanical mods included risks of short circuits and voltage instability, leading to poor experiences in taste and vapor production. This was a disadvantage of mechanical mods but also an opportunity for Chen Zhenjiang. He led his team in R&D, focusing all their energy on chip technology. After much effort, Chen successfully integrated chip technology into mechanical mods, significantly enhancing the intelligence of electronic cigarettes and providing customers with more user-friendly designs. Chen recalled one order for 2,000 units. They were both happy and excited, feeling a sense of pride in delivering a strong rebuttal to American companies that initially mocked them, claiming that Chinese technology was not worth attention.
The transition from the first generation to the second generation of electronic cigarettes marked a revolution and leap, achieving smart technology. Chen Zhenjiang also thoroughly understood the vastness of the electronic cigarette market and decided to delve deeper into this industry. After mid-2012, through the fan effect they had built over the years, DIY enthusiasts online began to pay attention to them, learning about the technology, and some foreign artisans started customizing their tech products. They gradually gained recognition from foreign clients and collaborated with overseas manufacturers as a chip technology supplier. In just a few years, Dongguan Yihai Electronic Co., Ltd. evolved into a technology company focused on the research, development, production, and sales of electronic chip products, applying them in various high-end devices. 90% of their products are exported to Europe and America, leading the trend in the electronic cigarette industry.
The company's development has also adjusted with the increasing scale, focusing mainly on two aspects: continuing R&D in chip technology and creating their own brand. Chen Zhenjiang mentioned that with technological advancements, the barriers to entry in electronic cigarette technology are lowering. To enhance competitiveness, it is essential to have one's own brand. Starting in 2013, he abandoned chip technology supply and R&D, transitioning to finished products. He invested significant time, money, and effort in recruiting and building a dedicated team, seeking core talent to create a high-end brand. From 2016 onwards, considering long-term prospects, they ceased all collaborations with domestic clients. Chen Zhenjiang confidently stated that they were preparing for the next leap to the peak.
Being prepared in times of peace ensures survival in times of crisis.
Chen Zhenjiang stated that to judge the quality of an electronic cigarette product, one must primarily look at whether the voltage is stable and accurate, and whether the user experience is powerful and explosive. Yihai injects a focus on details and a commitment to perfection into every production process, and this dedication to craftsmanship has been recognized by clients.
Chen Zhenjiang believes that the guiding principle is to prepare well during both low and high tides, to be cautious in times of peace, and to find opportunities in desperate situations. For a businessman, learning to let go and learning to persist are equally important. Initially, he abandoned the declining industry and insisted on settling in the electronic cigarette sector, maintaining a commitment to technological innovation and brand development, which has led to Yihai's current success. He also mentioned that a company's development and competitiveness are inseparable from talent competition and team stability. In assessing talent, he mainly considers the following aspects: morality and loyalty; professional ability; ambition, ideals, and pursuits; and shared values.
