The small giant focuses on specialization and independent innovation in niche fields, and focuses on "filling short boards", "filling in gaps", and solving "necklaces".
As a leading industrial software company in China, DCP provides industrial software products such as digital design (CAD), digital management (PLM), digital manufacturing (MES), and industrial cloud services for the manufacturing industry. The R&D team has nearly 30 years of professional technology accumulation, with four R&D centers in Beijing, Tianjin, Nanjing and Atlanta, U.S.A. It owns more than 400 patents and copyrights, including more than 110 software invention patents, so its R&D investment and strength can be seen.
And digital generous selected national specialties, is the country vigorously develop industrial software, the development of manufacturing industry, an important action signal, but also let a lot of capital, a lot of resources gathered. The future development momentum is bound to be unstoppable.
The following is a transcript of a conversation between Rongzhong Finance (ID: thecapital) and Lei Yi, Chairman and President of Digital Generation.
Rongzhong Finance: Over the years, what are the stages of the company's development? How to overcome the difficulties?
Lei Yi: The company has experienced three main stages of difficulties.
First, software piracy. Looking back at the development, we found that the company's competitors are not France Dassault Systèmes, the U.S. PTC, Germany Siemens NX, but the pirated software of these companies. Our software pricing even lower, but also lower than zero-cost pirated software. Pirated software not only allows users to develop the habit of use, but also allows users to accumulate a large amount of historical data and secondary development modules, which are to the later development of domestic industrial software replacement caused by a huge threshold.
At the same time, once we have a new product launch, our own software is also pirated. Previously in Zhongguancun on the overpass and electronic city, and now in a variety of software download sites, will immediately have CAXA pirated software, further weakening our capital revenue.
Second, market opportunities. Digital generous CAXA software in the special equipment, general equipment, as well as automotive parts and components and other industries have a good application and market share. Foreign industrial software in aviation, aerospace, automotive and other industries have a monopoly advantage, especially in the aviation industry, information technology started early, the application of its R & D design tools and management systems are basically monopolized by the French Dassault Systèmes, Germany, Siemens and other software vendors, the lack of domestic industrial software in these areas of the application of the opportunity to our own industrial development is not only to pull the growth of foreign software, but also their own R & D design system built on top of foreign software systems. Design system built on top of foreign software systems, the formation of path dependence.
Third, the lack of talent. The industrial software industry is a technology-intensive and requires sustained investment in the industry, capital, talent, intellectual property rights is the most important issues facing our development process. At present, most of our institutions of higher learning have not set up industrial software-related majors, industrial software around the interdisciplinary training system has not been established. Industrial software is the most difficult and complex field in the software industry, but the remuneration is not high, IT talents are more inclined to the Internet, artificial intelligence, big data and other fields, industrial software talents "diverted" phenomenon is prominent. Therefore, we are facing difficulties in talent recruitment and brain drain.
In response to these difficulties, we attack the difficulties from three aspects:
First, focus on the industry, digital generous in accordance with the order of general equipment, special equipment, automotive, railroads, ships, aerospace, etc., according to the industry to promote the product research and development and market application, and through the industry to continue to accumulate more professional design module, until it has the ability to realize the domestic substitution of the military industry. At the same time, we provide industrial SaaS and industrial APP services based on the generous industrial cloud platform, small and medium-sized enterprises and individual users can rent our software online at a very low price to solve the problem of pirated software.
Second, joint training of talents. Digital Generosity and Beihang have jointly declared "the first batch of characteristic demonstrative software colleges", and the two sides will carry out in-depth cooperation on the cultivation of large-scale industrial software talents. At the same time, Digital Generosity and many colleges and universities have launched the "Pilot" program to jointly cultivate master's degree in industrial software, *** with the cultivation of industrial software direction of software engineering master's degree students, Digital Generosity is interested in the development of home-grown industrial software for the whole of the talented people to provide financial assistance for admission, practical courses, project courses, graduation thesis, employment enhancement and other all-around "CAXA Pilot Software Talent Training Program".
Third, *** build ecology. Digital Generosity has its own CAD kernel and platform, the key CAD platform, **** the technical modules encapsulated in the platform layer, on the one hand, to support faster update and iteration of our own products; on the one hand, open the platform to support partners based on the platform to develop a variety of own-branded professional software.
From the underlying components to the platform framework, to the platform-based private brand products, partners' private brand products, and then to the rich product-based plug-ins, Digital Generation has gradually formed an open, enjoyable, peer-to-peer, collaborative industrial software ecosystem.
Rongzhong Finance: At present, what are the company's main business lines and products? What are the profit points?
Lei Yi: Digital generous business lines and products are mainly three kinds of digital design CAD, digital management PLM and digital manufacturing MES.
Digital design (CAD) provides two-dimensional CAD, three-dimensional CAD, process CAPP, as well as 2-5-axis CAM numerical control milling, numerical control lathe and wire-cutting The seven software models can meet the application scenarios of enterprise marketing quotation, program review, R&D design, analysis and simulation, process design, CNC programming, maintenance and operation and maintenance.
Digital management (PLM) provides graphic document management EDM, product data management PDM, process data management CAPP, product lifecycle management PLM products and programs, focusing on solving the cross-sectoral collaboration, regional collaboration, and enterprise product data global **** enjoyment of the application needs, to achieve the full integration of the enterprise data process and business processes through the application.
Digital manufacturing (MES) provides equipment IOT DNC/MDC system, intelligent production control MES system and data application integration system, connecting the design, process, equipment, production, service and other product domain data to realize the enterprise PLM, ERP, MES and equipment of the whole data through to support the construction of digital workshop and the digital transformation and upgrading of enterprises.
At present, the software of Digital Generation has strong advantages in the industries of special equipment, general equipment, and automotive parts and components.
The newly released CAXA 3D Solid Design 2022 strengthens the underlying core technology breakthroughs, which can support the large volume, large assembly and large model design scenarios in general industry, and provides independent geometry engine and 3D development platform for the demand of domestic independent control in specific industries. CAXA 3D also breaks through the compatibility and adaptability to the domestically produced operating system and the domestically produced CPU mainstream Xintron platform, realizing the 3D core industrial software. It realizes the independent control of 3D core industrial software, which can effectively solve the dependence on foreign software.
Hong Kong Finance: At this stage, the company is in the industry segment track development? What kind of market competition do you face?
Lei Yi: In the core industrial software field of CAD R & D design software market, the United States Autodesk, the United States PTC, France, Dassault Systèmes and Germany Siemens four companies occupy more than 90% of the market in China, the digital generous and other domestic software is only "eat" the remaining less than 10%. "The company's main goal is to provide the best possible service to its customers.
Relying on years of independent core technology accumulation, Digital China has specialized in 2D CAD/3D CAD software from the very beginning to the current CAD/PLM/MES software products that connect R&D, design and manufacturing, focusing on the discrete manufacturing field, and always focusing on the four major industries of service equipment, automotive, electronic and electrical appliances, and aviation.
In the business segment, Digital China benchmarks itself against Siemens, the international industrial software giant, and positions itself clearly as a "base" to serve the development of China's manufacturing industry, builds a firm "moat" for industrial manufacturing, and grasps the autonomy and initiative of the domestically produced industrial software. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers.
Hong Kong Finance: Does the company have a new round of financing plans? What do you look for in an investment organization?
Lei Yi: The company started with CAD tool software, and in 2007, when we were expanding from CAD tool software to PLM R&D management software, we had the first round of IDG financing, and later, when we were expanding from PLM R&D management software to MES manufacturing management software, we got the investment from Everbright.
From 2020 to 2021, the investment market for domestic industrial software continues to rise, we sat for many years from the "bench", into the "meat and potatoes". At present, in order to further increase the industrial software R & D and market coverage, we have basically completed a new round of national fund financing.
When choosing an investment organization, we are not only concerned about the capital, but also about the resources and industrial cooperation of the investment organization.
Hong Kong Finance: What are your plans for the future capital market? How do you see the opportunities brought by the NSE for "specialized, special and new" enterprises?
Lei Yi: There are plans to go to the capital market. The capital market has brought unprecedented opportunities for "specialized, special and new" enterprises in terms of both capital and resources.