One of the bright lights in the bustling Chinese economy is Shenzhen Eastar Electronic Co., Ltd., maker of Esdlumen LED screen and lighting products. The 800-employee company is located in the mega-metropolis of Shenzhen, just north of Hong Kong in southern China’s Guangdong province.
The area was the country’s first Special Economic Zone, one of its most successful, and is home to 15 million people. The city, among the fastest growing in the world, is certainly “in the Zone,” with billions of dollars in Chinese and foreign investment pouring in. Many high-tech, manufacturing, financial and service companies are headquartered there. In addition to Esdlumen’s LED screens, Shenzhen has another colorful output—it is the world’s largest exporter of jellybeans.
Established in 2007
Duan Wu Jie, an electronics technician who had worked with LEDs since the 1990s, started the company in 2007 with only a few people and limited funds. Since then, it has grown to become one of the world’s leading manufacturers of LED display and lighting gear and is among the top three exporters in China.
Operating from the 30,000-square-meter Eastar Technology Park, Esdlumen has customers in more than 130 countries, including the U.S., Saudi Arabia, Britain, Germany, Japan, Korea, Nigeria and Dubai. Its LED display screens, which boast long life spans and highly efficient photoelectric conversion, are found in nearly every aspect of everyday life—airports, supermarkets, stadiums, live entertainment, highway signage, train and bus stations, outdoor and indoor advertising, malls, kiosks, businesses—in short, just about anywhere that visual information is displayed.
Steven Chow, Esdlumen’s general manager for the U.S., describes the company’s business philosophy as “actions speak louder than words. We always put the customer first and regard every order as the most important.” He points to Esdlumen’s strong R&D component as the factor that distinguishes it from competitors. In fact, the Huazhong University of Science & Technology has set up a lab within the company to research and develop LED technologies. “We are very sensitive to the trends and requirements of the market,” Chow says, “so we can develop new products quickly and meet our clients’ needs. We focus on quality and make qualified products to meet local standards, like TUV for the European market and ETL for the U.S. market.”
Fully Accredited
The company uses advanced production equipment and quality control systems, adhering strictly to the ISO9001:2008 certification system and the 7S management standard. Thanks to those efforts, its products have earned many certificates, such as CE, UCS, CCC, and FCC approval. It has many Chinese and international industry awards on its mantel and was honored for its protection of the environment.
The tech firm owns many patents for its innovations in LED screen technologies for stage lighting, like its Rock Series for outdoor use and its Mini Series for indoor use, which have enjoyed widespread usage. In 2009, Esdlumen registered utility model patents for an LED display cabinet, a new mesh LED screen and a new curved LED display. In 2013, the firm designed a spiral LED screen and large outdoor curtain-strip LED screens for its Future Series. It will soon launch its “Colorful Series,” which will combine most features of its LED screen, can be used both indoors and outdoors, and can be curved. “I believe our Colorful Series will bring surprises to the market,” says Chow.
Recent high-profile events that featured Esdlumen products include the Mini Series LED screens used for a UN conference in Brazil, the Kuwait Palace, and a television station in San Diego; the Staper Series LED perimeter screen at FIFA in Japan; and the CS Series LED curtain used for Broadway shows in New York City.
Technological Innovations
Esdlumen’s stage LED display can divide a single image into several blocks or achieve a large dynamic screen with multiple ordinary video units. It can be divided into dangling, floor-standing and floating screens, and can overlay images, close-up figures, scrolling texts, and horizontal and vertical movement. It is ideal for large entertainment venues and big events because of its light weight, fast installation and dismantling, and easy maintenance. The package includes a video processor with multiple signal channels for switching between live broadcast, advertising images and recorded content, a splicer for dividing an image into several blocks, and a DVI distributor for multiple digital video output with one-way digital video input and multichannel video output to display images from the same DVI signal source with a multiple digital display terminal.
The rain- and wind-proof outdoor LED display (for outdoor advertising, public squares, transportation stations, etc.) is designed to allow for a wide viewing angle with good visibility in bright sun. It can be used as pillared, wall-mounted and floor-standing screens. It too includes the video processor and splicer, as well as a remote circuit control system that opens and closes the circuit at fixed times and detects faults. The fiber optic plant can allow remote real-time digital video transmission.
The indoor LED display (shopping malls, stations, offices, hotels, etc.) offers high brightness, large viewing angle, safety, long life span, light weight, fast installation and easy maintenance. It can be divided into mounted and pillared screens, and includes the video processor, splicer and DVI distributor.
The company’s stadium LED display is designed for indoor arenas and outdoor stadiums. It features high brightness, large viewing distance, safety, fast installation and random length. The wind- and rain-proof display gives users the option of showing block ads and real-time playback videos and can be divided into scoring, perimeter, advertising and stadium screens. The package includes video processor, splicer, DVI distributor, remote circuit control system and fiber optic plant.
Of special interest are Esdlumen’s mobile display packages, which are installed on vehicles to show high-definition, full-color advertising information on the go. The water- and sun proof systems come with computers for content synchronization, video processor with multiple signal channels for switching between pre-recorded content and live broadcast, a TV card for wired or wireless TV reception and smart timing for starting and ending the display sequence at fixed times.
Beyond the Price Angle
Chow finds his role in marketing to the U.S. very competitive. “There are local U.S. companies that provide fast and good service,” he points out, “and other Chinese competitors are trying to provide lower and lower prices. So we focus on quality and R&D to provide our clients with solid, reliable products and excellent service. For our standard of quality, I believe we have the best prices.”
When a customer inquiry comes in, the company analyzes the requirement and researches a solution. Its R&D department can design the electronics, like PCB and power system, and mechanics, like module, panel shape, lock system, rigging system, etc. Esdlumen then confirms the solution with the client and proffers a quotation. When that is accepted, a contract is signed and production is started. Products are checked by the client, approved and delivered.
Esdlumen’s relationship with its customers does not end with the sale. It sends technicians out to help clients with installing and learning its products. It uses a comprehensive service model it calls the “4S Service System,” which includes Sales, Spare parts, Service and Surveys (customer feedback). The company defines its strategy as “high quality and excellent service,” its development philosophy as “innovation, exceeding and pursuing excellence,” and its mission as “showing the beauty of the world.” It prides itself on creating products that are reliable (long-term operation without failure), solid (able to work in all kinds of environments), very bright (visible from long distances), energy saving (high output with low power consumption), nimble (adaptable to different structures), and budget friendly (low investment, high return).
As its website declares: “The way ahead is long, and I will search with my will unbending.” Who could ask for anything more?
Company Snapshot
Shenzhen Eastar Electronic Co., Ltd/Esdlumen
When Founded: 2007
Where Based: Shenzhen, China
Company Size: 800 employees, 30,000 square meter facility
Founder: Duan Wu Jie
Products/Brands: Edslumen LED panels and fixtures
U.S. General Manager: Steven Chow
Usage: In more than 130 countries around the world
More Info: www.esdled.com
