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Bo Rui new materials: Broad and deep and enterprising
**Editor's Note:** A successful company thrives because of its culture, not the other way around. Just as a sage refines himself and a farmer plants fruit, so does a business. Henan Bo Rui New Material Co., Ltd. is a high-tech enterprise specializing in the production of diamond micropowder. "Big spirit, forge ahead" is the core of Bo Rui’s corporate culture, a philosophy that has driven the company for years.
Li Bin, Chairman of Bo Rui, explained to reporters from China Superhard Materials Network: “Bo†represents the company's pursuit of advanced technology, management, and talent, while “sharp†reflects the company's clear goals and relentless drive for progress and innovation. It's a mindset that never stops evolving.
In October 2013, Bo Rui was admitted into the Zhengzhou High-tech Economic Development Zone, where it built a modern office building, dust-free workshop, and an advanced production line. The company has since expanded its production capacity and quality significantly. What stands out is the consistent high standard of product quality, which has earned strong recognition from industry customers.
Over more than 20 years of development, Bo Rui has remained committed to its cultural essence. Its products have gained widespread praise for their superior quality, performance, competitive pricing, and attentive service.
**Persistence is the Quality**
Chairman Li Bin said in an interview: “From the very beginning, we have focused on high-end products and used diamonds from Zhongnan Diamond Co., Ltd. for processing. This has helped us maintain long-term market trust. That’s the power of persistence!â€
Additionally, the company has adopted a differentiated development strategy, segmenting customer needs and offering personalized products and customized services. This approach has led to long-term communication and cooperation with clients, creating a virtuous cycle that supports targeted R&D and innovation.
Li Bin also shared: “While there may not be the absolute best products in diamond micropowder, there are always those that are most suitable for our customers and offer the most stable quality. Our vPro concept is all about truly customizing services to meet customer needs and ensuring consistent, reliable quality.â€
**Labor Shortage, We Don’t Panic**
The company currently employs over 40 people, including 25 with undergraduate degrees. Roles such as quality inspection, production, warehouse management, and sales are filled by college-educated staff, forming a learning and innovative team that drives the company forward.
Talent is crucial for future growth, but more importantly, companies must create a positive environment where employees feel integrated and motivated to grow alongside the company. As Li Bin emphasized: “Diamond micropowder is a high-tech industry, but the technical barriers aren’t extremely high. Many innovations come from the front lines. Employees working directly in production often come up with the most valuable ideas.â€
He continued proudly: “Visit our workshop, and you’ll see that almost every machine and production process has been improved through employee innovation. These small details are the greatest treasure of our vPro brand.â€
However, Li Bin also admitted: “It’s not easy to keep this going. To encourage continuous innovation, your company must foster a sense of belonging. At Bo Rui, we have a reward system for technological innovation, ensuring every idea is recognized and valued. We also provide free Wi-Fi in staff dorms and organize movie nights to boost morale and reduce feelings of being trapped.â€
Moreover, the company is building a diamond micropowder research and development center, aiming to attract, train, and retain top talent. This will enhance the company’s competitiveness and long-term sustainability.
**Brand Promotion, Leveraging the Power of the Internet**
Looking ahead, Li Bin expressed confidence in the industry’s future: “The overall situation in 2014 will be better than 2013. The application fields of diamond micropowder are expanding, especially in diamond wire saws, where national support is strong. The industry will see an upward trend in 2014.â€
Yet, competition remains fierce. To stand out, Bo Rui plans to participate in high-quality exhibitions both domestically and internationally. More importantly, the company aims to use the internet for global branding.
With the rapid development of the internet, businesses must adapt or risk falling behind. Bo Rui is preparing to revamp its website and integrate digitalization across all areas of operations. In addition to maintaining partnerships with China Superhard Materials Network, the company is launching the “China Metallographic Consumables Network†to make significant strides in online presence in 2014.