FDL From quality to customization 【PART 2】
Date:2019-08-17   Click:0    Share It:       



Today, lighting is not only for lighting up a space, but for matching the decoration environment with best visual presentation, to achieve a high 

degree of integration with scene style, brand positioning!

And this is exactly the effort and struggle we have persisted in for ten years


                                                                                                                                                                                                                                       — FDL

Introduction: Recently, Mr. Sun Baolin, general manager of FDL was invited to exclusive interview with 《CHINA GEMS&JADES》.

Sun Baolin, born in 1976, has more than 20 years experience in jewelry display industry and 12 years  background in jewelry lighting industry. 

Now He has led the team to launch the customized  lighting solutions for jewelry display spaces. In order to achieve a high degree of integration 

for visual presentation, scene style and brand positioning.


 Reporter: As we all know, FDLs independent innovation and R&D capabilities are strong. Could you please help to tell us what’s the current stage of 

product R&D capability of FDL? And the R&D team?

Sun Baolin: our product R & D is no longer limited to the development and design of the product itself, but more of the beginning to interpret the customer "s 

brand and accurately control the display needs of each functional area to achieve high degree of integration for visual presentation, scene style and brand positioning. 

FDL has always attached great importance to R&D team. At present, the total number of its staff is 55, accounting for 20% of the entire company. It is precisely because

of our long-term emphasis on R&D that we have been able to maintain our core competitiveness and sustainable development in this industry. 

■ Reporter: As a leader in the field of jewelry lighting, FDL is well aware of the importance of brand building. Could you please talk about 

the efforts you have made in brand building?

Sun Baolin: Brand is the soul of an enterprise. Brand building needs a gradual process. Since its establishment, FDL has always attached great importance 

to brand building. From building product quality reputation to application analysis, then to enterprise and integrated customization concepts, we have 

gradually formed our own unique brand concept and culture in winning the recognition and trust of clients. 

Reporter: In recent years, the jewelry market has been in a period of adjustment. However, FDL  seems to be unaffected by the big environment. 

Can you share the successful experience of it ?

Sun Baolin: Many people will use the bad market environment as an excuse for the company"s development lag. But FDL will not. Because we have settled for 10 years 

in the market positioning of jewelry lighting customization solutions. The adjustment period of industry is also a coexistence of opportunities and challenges. While 

maintaining the core competitiveness of products, adhering to the application concept and brand value, we can be in an invincible position.

Reporter: Feideli is headquartered in Shenzhen. Its business scope is radiating across the whole country. And it has been actively entering the

 international market. Can you tell us what’s the current status of domestic and international markets

Sun Baolin: Since its establishment in 2008, it has been headquartered in Shenzhen and has 17 operating center outlets nationwide now. 

Every year, the business of Feideli maintains at least 20% growth.

2008, FDL officially entered the high-end jewelry lighting market.

2009, Cooperating with CHOW TAI SENG.

2010, Establishing R&D and manufacturing center

2013, Entering terminal Industrial Park and cooperating with Lao Fengxiang

2016, Entering overseas jewelry lighting markets. Cooperating with Mokingran

2019, Interpreting the world\\\\\\\\\\\\\\\'s top jewelry brand

For the overseas market, we have also been actively exploring. In the past three years, we have participated in major international jewelry exhibitions such 

as JCK show, Basel jewelry, Munich jewelry etc to have a deep understanding of the market and application situation there. And in this year\\\\\\\\\\\\\\\'s pioneering

interpretation of the world\\\\\\\\\\\\\\\'s top jewelry brands, our purpose is to better understand the application and development of the international jewelry market. 

And make full preparation for the final movement to the famous jewelry brands. From quality to customization, we hope to use the corporate philosophy 

of "integrity, struggle, win-win and responsibility" to finally make FDL lighting dazzle the global jewelry markets.

Reporter: Along the way, FDL has accurately grasped the market direction. Can you tell us the future development direction?

Sun Baolin: After ten years of development and precipitation, FDL will continue to explore the market of jewelry lighting in the future. We will continuously 

improve R&D and innovation capabilities and at the same time take the customized application as the core to understand and grasp the needs of market. 

Also we will expand other high-end commercial lighting fields to lay a solid foundation for the high-end international jewelry lighting market.

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