On December 1st, at the 2021 Annual Recognition Ceremony held in Huaqiangbei, Shenzhen, Huitai Mingji, a merchant of Huaqiang Electronic World, stood out among the many businesses in Huaqiangbei with its service philosophy of honest operation, consistent quality standards, and a down-to-earth brand belief, ultimately winning the prestigious title of “Model Unit of Honest Merchant.”

Huitai Mingji Company was established in Huaqiangbei in 1998 and is one of the earliest electronic enterprises in Huaqiangbei to develop from a “one-meter counter.” In 2004, the “Huitai Mingji” brand was founded, focusing on the development and production of chip capacitors (MLCC). After more than a decade of development, it has grown into an integrated enterprise that combines technology research and development, production, and sales. Its applications cover areas such as mobile phones, telecommunications, consumer electronics, new energy, and 5G. The products are sold in dozens of countries both at home and abroad, and Huitai Mingji has become a leading service provider of chip capacitors (MLCC) in the industry.

Ten Years of Polishing a Sword to Create a Leading MLCC Brand MLCC, or Multilayer Ceramic Capacitors, known as the “rice of the electronic industry,” is one of the largest and fastest-growing chip components in the world and an indispensable passive component in modern electronic industry. Valuing the long-term growth space of the electronic information industry and the large-scale application of MLCC, in 2004, Yang Junying, the chairman of Huitai Mingji, began to enter the MLCC field, thus starting the nearly 20-year development journey of Huitai Mingji.

Currently, more than 70% of the global MLCC market share is held by Japanese and Korean manufacturers, including global giants such as Murata, Taiyo Yuden, and TDK, as well as Korean and Taiwanese companies like Samsung, Kioxia, and Walsin. The domestic industry started late as a whole, constrained by process technology and equipment, with small production capacity, incomplete product specifications, and relatively low technical levels, making the competition very intense. Unsatisfied with merely being a “mover” for foreign brands and adhering to the own brand, Huitai Mingji has always insisted on independent research and development and an integrated brand development path of production and sales. According to Chairman Yang, although the value of a single MLCC is not high, it has a high technical threshold. In terms of technology, the three important factors of MLCC are materials, processing precision, and equipment. In terms of key equipment, the company has introduced equipment imported from Taiwan to ensure production efficiency and yield, placing it at a leading level in domestic encapsulation and testing. After more than a decade of development, Huitai Mingji has invested in fully automated production bases in Shenzhen and other places and established logistics centers in various countries around the world, all of which are at the leading edge of the industry.

Sticking to Quality, Winning the Market with the Brand “Sticking to product quality, insisting on win-win for all parties, and adhering to brand strategy” is the cornerstone of Huitai Mingji’s development. According to Chairman Yang, although it is believed that most MLCC companies’ production capacity is concentrated in the mid-to-low-end market, Huitai Mingji has always stuck to product quality. Through continuous investment in technology research and development, continuous improvement of production processes, strict control of the quality system, and a leading product concept, Huitai Mingji aims at high quality and sustainable development. The company has successively obtained 3 ISO management system certifications, 4 enterprise credit certificates, 5 computer software copyright certificates, and dozens of patent certificates. The continuous accumulation has established the company’s reputation and competitiveness in the industry. Over the past decade and more, Huitai Mingji’s cooperative customers are all over the world, growing and developing together with the company, which is inseparable from Chairman Yang’s service philosophy of “altruistic thinking and win-win for all parties.” Under Chairman Yang’s promotion, the company has established an effective service quality standard and formed a distinct value system, from product development and solution docking in the front-end, service coordination and support system in the middle stage, to after-sales service in the back-end, always adhering to the business philosophy of win-win for all parties. Winning the “Honest Merchant” award is another recognition and evidence of Huitai Mingji’s brand. Chairman Yang compares the Huitai Mingji brand to his “child,” cultivating the company’s brand building just like raising a child. Chairman Yang believes that with intense competition in MLCC, future market competition will be more reflected in the competition between brands. The brand development of MLCC should meet three requirements: first and foremost is quality, which is the core of the brand