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Haijia Group: Dual-Brand Strategy Builds a New Global LED Display Channel Ecosystem — An Interview with Yi Weihui, Marketing Center Director
As competition in the LED display industry intensifies, channel development has become the key to standing out. Yi Weihui, Marketing Center Director of Fujian Haijia Group Co., Ltd. (“Haijia Group”), recently sat down with LED Screen World to share in depth Haijia’s strategic thinking and practical achievements in channel expansion, brand positioning, technical response, and global development.
Building a Global Network and Dual-Brand Synergy to Lay the Channel Foundation
In recent years, Haijia Group has actively established a global channel marketing network. Director Yi outlined their specific initiatives: “We have built a worldwide channel marketing network; implemented a dual-brand strategy—developing both ‘Haijia Cailiang’ and ‘HiGreen Haigerui’ in parallel; deepened our regional market strategy to push local expansion; and participated in leading domestic and international trade shows and events to strengthen communication and collaboration with customers across industries.”
As one of China’s top ten LED display brands, Haijia Cailiang focuses on the channel market with diversified distribution and channel management models. Its broad product line precisely meets the needs of various commercial display applications. Meanwhile, HiGreen Haigerui targets smart scenarios with an “audio-visual-display integrated solution” at its core, offering diversified product applications—from commercial display systems and conference sound reinforcement to data visualization management and integrated hardware-software platforms—to deliver intelligent, customized display solutions.
Differentiated Depth and Full-Chain Advantages Forge Channel Competitiveness
On differentiated channel strategies across industries, Yi told our reporter: “Haijia Group leverages full-chain advantages to ensure product quality and supply; employs a dual-brand strategy to meet diverse market needs; has built a robust marketing and service network for efficient, localized support; invests in brand building to enhance influence; and provides premium products and solutions that help channel partners grow their businesses. We have also driven smart transformation projects in finance, education, and many other sectors. These experiences fully validate our capabilities and continually empower industry development.”
He identifies three major barriers to further channel expansion:
Product commoditization. With fierce competition and many brands entering the market, LED products have become highly homogeneous.
Cost pressures. The installation and maintenance of large LED screens can be expensive, limiting adoption in price-sensitive markets and dampening channel partners’ sales enthusiasm.
Technical consistency. Achieving uniform brightness and color accuracy across large displays requires investment in advanced calibration and quality-control—adding cost and complexity that can hinder channel growth.
To address these challenges, Haijia’s countermeasures are clear and effective: they rely on a mature, fully integrated LED display industry chain and three intelligent manufacturing bases to control raw materials, guarantee quality and iteration, and offer diverse products for different industries; establish a three-tier service system of regional offices, mobile technicians, and brand operators for rapid response and close partner support; emphasize trademark development and industry honors to boost brand visibility; leverage full-chain scale to offer channels competitive pricing and stabilize the supply chain; and maintain robust after-sales feedback loops to improve customer experience and reputation—attracting even more prospective partners.
Expanding Overseas Channels and Localizing for Success
Haijia has already deployed channels in over 70 countries and regions—extending into Europe, Latin America, the Middle East, Africa, Central Asia, and Southeast Asia. Yi emphasized that overseas channel development faces localization challenges such as distribution networks and differences in culture and consumer habits. He recommends two key measures:
Diversify channel layouts according to each market’s distribution characteristics and purchasing behaviors; promote synergy among channels for shared resources and complementary strengths, improving overall efficiency.
Localize product offerings by adapting functions, performance, and design to meet local market demands and consumer preferences, thereby boosting competitiveness.
Channel Evolution in the Tech Tide and Future Outlook
Facing technological disruptions from COB, MiP, Mini/Micro LED, and more, Yi noted that Haijia will strengthen technical training to master emerging technologies; adjust and optimize its product mix based on market feedback; enhance service levels across pre-, during-, and post-sales; and deepen supplier partnerships to co-launch market initiatives and respond swiftly to evolving needs.
He sees the primary drivers of channel growth today as technological advancement, expanding application fields, policy support, and rising market demand; while technological upheaval, intensifying competition, environmental and sustainability requirements, and economic fluctuations could pose significant challenges.
“Going forward, Haijia Group will continue to leverage full-chain advantages to offer channel partners even more competitive products; drive dual-brand synergy to strengthen brand building and marketing efforts; and persist in innovation to enhance service experience, while actively exploring international markets for broader development,” Yi Weihui concluded. With a clear strategic roadmap, Haijia Group is sketching a new blueprint for the evolution of LED display channels.
Overseas Channel Expansion & Localization
Haijia’s marketing and service network now spans over 70 countries and regions—Europe, Latin America, the Middle East, Africa, Central Asia, and Southeast Asia. Yi emphasizes local challenges—distribution channels, cultural and consumer differences—and recommends:
Diversified Channel Mix: Align distribution strategies with local buying habits and channel characteristics, fostering collaboration and resource sharing among partners.
Product Localization: Adapt features, performance, and design to meet regional requirements and preferences.
About Haijia Group
Founded in 2011, Fujian Haijia Group Co., Ltd. is a global leader in the full LED display industry chain. As a national high-tech enterprise integrating R&D, manufacturing, sales, and service, Haijia operates three independent intelligent manufacturing bases covering about 500,000 m². Through a fully integrated, chain-driven development model, Haijia offers products across the entire LED display lifecycle and has built a deeply vertical, end-to-end industry-chain business model.
