An “Atlas Interview” Series Feature

Person: Zhang Hongfang, Assistant to General Manager, XINGLIGHT

Author: Xia Zhen, Deputy Editor-in-Chief, eefocus

Date: October 20, 2025

Location: Shenzhen–Suzhou

Topics: Technology, Global Expansion, Marketing, Corporate Governance

In the clamor of Shenzhen’s Huaqiangbei electronics market—a sprawling bazaar of components and ambition—Zhang Hongfang traces the 12-year arc of a company that began here among the stalls. XINGLIGHT, where she serves as assistant to the general manager, now operates two production bases in Shenzhen and Hubei, moves 100 million LED units monthly, and sells into more than 60 countries. “We started in Huaqiangbei,” she says, her steady voice belying the scale of the journey.

From Market Stall to Industry Contender

Founded in 2012 in the heart of Asia’s largest components hub, XINGLIGHT sprang from the classic Huaqiangbei playbook: spot a trend, trade first, then manufacture. Its Chaoshan-born founder saw early momentum in LEDs, dealing parts before reinvesting profits into factory lines—a pivot from trader to maker that defined its first phase.

The decisive bet came in 2017: a 100‑acre factory in Jingmen, Hubei, far from its Shenzhen home. “The capital requirement was substantial, and managing across provinces wasn’t simple,” Zhang recalls. Local incentives helped seal the deal—a reminder of how regional policy often fuels China’s manufacturing leaps.

Riding the LED Wave

Over the past decade, LEDs have shifted from niche lighting to enablers of smarter homes, cities, and industries. Domestically, competition revolves around cost, backed by policy support. Yet in critical areas like power LEDs—especially for automotive and industrial uses—Chinese firms still trail giants such as Osram, Philips, and Seoul Semiconductor. “Gaps remain in chip design, materials, and long-term performance,” Zhang acknowledges.

Where Growth Lies

XINGLIGHT is targeting pockets of momentum. Automotive lighting leads, fueled by electric vehicles and interior ambient demands. Health‑focused UV LEDs and specialized wavelengths form another frontier, while smart‑home segments—from plant lights to mood lighting—offer fragmented but fast‑eviving niches.

Going Global to Escape ‘Involution’

The domestic market, Zhang says, is caught in a cycle of “involution”—cut‑throat pricing driven by pressure to survive. “Consumers remain cautious, and competing on price alone is a race to the bottom.”

Since 2024, the company has pushed overseas under the sub‑brand Stellar fire, now reaching buyers in 60‑plus countries, chiefly the U.S. and Europe. Orders remain modest, but trial interest is strong—a sign, Zhang says, of “initial validation” for its blend of performance and price.

To capture that demand, XINGLIGHT built a hybrid sales net: online platforms like Digi‑Key plus local agents in Poland and South Korea, alongside direct outreach. “The real goal is to pressure‑test our products in global markets,” Zhang notes. “Feedback from abroad forces us to improve—and builds a brand that can last.”

The Triangle of Competitiveness

XINGLIGHT aims to break into China’s LED top ten, betting on what Zhang calls a “triangle” of quality, certification, and service. Years of refining production have cut defect rates and built domestic trust. A stack of international certifications—IATF 16949 for automotive, LM‑80 for longevity, RoHS for compliance—acts as a passport for global buyers.

That foundation has won deals with BYD, Xiaomi, Changan Auto, and others. “Entering these supply chains requires meeting full suites of standards,” Zhang says. “It’s not just a barrier—it’s the baseline for staying in.”

Next Moves: Warehouses and Finished Goods

Two initiatives now shape XINGLIGHT’s overseas playbook: an EU warehouse to sidestep tariffs and logistic delays, and the move into finished LED strips under Stellar fire. The latter shifts the company higher in the value chain, consuming its own components while opening new applications.

Funding and Talent: A Cautious Balance

Expansion requires capital, but XINGLIGHT remains lean—funding R&D (about 15% of revenue) from profits, with no immediate plans to raise external funds. Its team blends advanced‑degree hires for technical credibility with pragmatic roles for sales and operations talent. “We value capability over credentials alone,” Zhang says.

China’s LED Moment

For Zhang, this is a “golden window” for Chinese LED makers. “External pressures have pushed us to innovate,” she observes. “Once we achieve breakthroughs, the scale of China’s market will accelerate adoption—and we can compete globally not just on cost, but on technology.”

Twelve years out from a Huaqiangbei stall, XINGLIGHT reflects a broader shift in Chinese manufacturing: from trading to making, from making to designing, and from serving home markets to contesting global ones—one LED at a time.