I have been in the IC distribution business for over two decades. Many people asked me of my concept in running an organization. It is not easy to run a distribution company, and it is even harder to run and continuing this process when we are in the market for minimal profits. 。

If you ask others who are not in the industry what do they think of distributors? They would think of ‘buy’ and ‘sell’, but these are only the basics of what we are capable of.

I came from R&D background. My early years taught me that to be a truly qualified component distributor, you must know more than your clients do. For example, how to expand the market for the upper stream semiconductor design companies so they achieve a higher market share. You have to know what services to provide your down stream clients with, so their inventory will keep their product lines flow smoothly. You might even have to provide R&D services, so the clients can launch their products in no time. Professional know-how such as logistics, stock control, capital operation, capacity forecasts, risk management and other professional fields are the necessity, which we have to know more than the clients do. That is the distributor’s core value within the electronics semiconductor supply chain.

Since the company was found, I had the concept ‘Gung Ho’ in mind to serve the up stream vendor, down stream clients and the internal communication with my staff. For the last 20 years or so, Zenitron has been recognized by many vendors and clients, who maintain a long lasting cooperation with us. There are also many employees who have stood by me for many years. All of the above deepens my determination of ‘Gong Ho’.

‘Gung Ho’ is an American-Indian word. It is a trinity spirit of animals: squirrel’s will, beaver’s method and wild goose’s talent. The squirrel’s will is to complete a job with high values; the beaver controls the process of achieving the goal and the goose cheers others up. I believe this trinity defines perfectly the interaction between vendors, clients and Zenitron.

The vendors are responsible for R&D, and we are in charge of marketing strategy, sales, stock control and provide market information. So we can extend and expand our influences on the market, and enjoy the fruit of success together.

When clients requested to buy from us, aside from quotations and prepare stock, we provide possible solutions. Clients do not only purchase goods. They get a set of services tailor to their needs. This decreases time and manpower expenses as well as product development process. Every step of the way, we endeavour to meet their needs and expectations. When the scale of clients grows, so do we.

I have always believed that the employees are the biggest assets of the company. Everyone owns Zenitron. When you fight for your company, the result belongs to everyone, not a few, that’s why many staffs are committed to Zenitron and contributed many years to us.

Over the years, Zenitron spawned, grew and now stands tall and high. We cannot boast ourselves, because it is not us who made it happen. It is the vendors, clients and Zenitron members who support each and works together. This is the most explicit example of ‘Gong Ho’.

In the future, I hope this spirit will spread to other companies within the IC distribution industry. Together we can boost our role as the gear wheel in the semiconductor industry. Like the name of our company, in its Chinese context, it means ‘makes you strong’. When you grow, you become a great one; and, when you are a great one, so is Zenitron. That’s when we will both be great.