In recent years, due to the weak growth of traditional industries and the global economic downturn, the laser equipment industry has been deeply mired in the "involution" competition quagmire, and the industry reshuffle has significantly accelerated. However, this transformation is actually a necessary step for the industry to move towards high-quality development. How laser companies can break free from the shackles of low-quality competition, expand into high value-added fields, and open up new growth poles through technological innovation, differentiated products, and global layout has become a core proposition related to the long-term development of enterprises.

In this context, "Weike.com · Laser" invited Dr. You Song, President of the China and Asia Pacific regions of Swiss Baichao Group and Global CEO of Denon Laser, for an in-depth dialogue to see how Denon Laser can overcome industry cycles and forge new engines for future growth in the changing situation.

Figure 1 Dr. You Song, President of China and Asia Pacific of Swiss Baichao Group and Global CEO of Denon Laser

PART 01

Strategic upgrade: Green and new elements, global competition and opening a new chapter

In September 2025, DNE Laser sparked a brand renewal storm: DNE Laser, a wholly-owned independent subsidiary of Swiss Baichao Group and a professional provider of global intelligent manufacturing systematic solutions, unveiled its exclusive brand logo with green images and fonts as its core visual features at FABTECH 2025 International Metal Processing and Welding Exhibition for the first time since establishing a parallel operation mode with the Baichao (Bystronic) brand. The apparent transformation of brand identity and visual identity change on the surface is actually a hidden gem.

Figure 2: DiNeng Laser Exclusive Brand Logo Debuts at FABTECH 2025 Exhibition in the United States

In traditional brand roof structures, brand strategy is based on the beams, while visual identity, products, etc. are all made of bricks and tiles, which together form the market positioning of the enterprise. Nowadays, Denon Laser has revitalized its visual features and transformed its brand identity, which is equivalent to fundamentally "expanding the building volume". This means that its brand strategy will also be upgraded and adapted accordingly. Therefore, the upgrade of Denon Laser is not a superficial "visual refresh game", but a deep strategic shift from image to core, from positioning to path.

(1) Identity Change: DNE Laser, a wholly-owned independent subsidiary of Swiss Baichao Group

Since its establishment in 2008, Denon Laser has gone through 17 years of hard work and three key strategic leaps, gradually growing from a local private enterprise to a leading force in the industry with a global perspective.

During the start-up and accumulation period from 2008 to 2016, Denon Laser, as an independent private enterprise, deeply cultivated the Chinese domestic market and solidified its industrial foundation. Its YAG solid-state laser cutting machine accounted for about 60% of the Chinese market share from 2008 to 2014, laying a solid technical foundation and market experience for subsequent development.

In 2016, Swiss company Bystronic strategically invested in Denon Laser and achieved full ownership in 2020, marking an important turning point for the company. Under the deep empowerment of the global management system of Baichao Group, Denon Laser has systematically absorbed advanced management experience and scale development concepts. The company's research and development strength, manufacturing technology, supply chain system, and operational management level have been comprehensively improved, laying a solid foundation for independent exploration of the global market. As Dr. You Song said, "Under the strong management of Baichao Group, the comprehensive strength of Denon Laser has reached a new height, preparing the company for a new breakthrough period." This has also been confirmed in the recent financial report disclosed by Swiss Baichao Group, with a significant year-on-year increase in new orders in the third quarter. The market performance of Denon Laser solutions is very impressive.

In 2025, Denon Laser will reach its third milestone in brand development. Based on the high recognition of the company's comprehensive strength within the Swiss Baichao Group, DNE Laser has chosen to provide it with more comprehensive strategic authorization and resource investment, aiming to fully unleash its potential, help it enter the fast lane of development, and embark on its own international path, occupying a core position in the global sheet metal processing market, marking a new stage of independent and deep cultivation in brand positioning and market layout.

From an operational perspective, Dr. You Song pointed out that Swiss Baichao Group has been adopting a dual brand operation model since its acquisition of Denon Laser in 2016. Among them, Denon Laser, as a brand originating in China, has always focused its business on the Chinese market. Now, the group has decided to position Denon Laser as a wholly-owned independent sub brand and will operate in parallel with the Bystronic brand in the future, forming a pattern of dual brand development. Although both belong to the dual brand framework, their operational logic has undergone fundamental changes.

In the early days, under the unified management structure of the group, many important decisions of Denon Laser, including investment direction, needed to be carefully evaluated in relation to the Baichao brand to avoid unnecessary overlap or conflict between the two businesses and ensure the overall interests of the group. This has to some extent affected the autonomy of operational decision-making for Denon Laser. However, with the continuous observation and evaluation of the comprehensive capabilities of DiNeng Laser, BaiChao Group believes that DiNeng Laser currently has mature conditions for operating as an independent brand in the global market. Therefore, it has decided to give DiNeng Laser greater autonomy in decision-making and resource allocation, enabling it to develop more independently in collaboration with BaiChao brand.

The substantial transformation of this brand positioning will inevitably bring significant differences in operational models. Compared to the past, Denon Laser now has higher flexibility in resource investment direction and strategic choices. More importantly, it has freed itself from the constraints of strictly following the group's unified management standards and processes in the past. This independence enables Denon Laser to better fit its own characteristics and the needs of its target customer group, explore more efficient operational paths, and effectively expand its business space in the global market, especially in specific areas where it has advantages.

From a market perspective, Dr. You Song believes that the industry's perception of the "high and low end" markets targeted by Bystronic and DNE Laser is not accurate.

Baichao Group has long served the global market and has indeed accumulated a stable and demanding customer base in the fields of high precision and equipment. In the 17 year process, Denon Laser has also cultivated its own high-quality customer base, not relying on Baichao. Therefore, at present, Denon Laser is promoting its international strategic layout mainly by relying on its ability to quickly respond to market demand and a more competitive cost structure, which is reflected in the cost-effectiveness of its products, an efficient after-sales service system, and an operational decision-making mechanism that is close to the local market.

Facing a diverse global customer base, Denon Laser respects the differentiated value demands of users. In terms of expansion strategy, the company is committed to building a close global partner network and jointly exploring the market through collaborative cooperation, which is clearly different from the business model of Baichao Group's own global subsidiaries and direct sales teams. Dr. You Song believes that at present, Denon Laser relies on a wide range of partner ecosystems, and by integrating Eastern philosophy and wisdom into the company's global development system, it will play an important role in overseas market competition. It is also a more efficient and suitable internationalization path for its own characteristics.

In addition, Denon Laser will also focus on the domestic market in China, relying on the global layout established by Baichao Group, including mature channel networks, local institutions, and legal support infrastructure, to achieve rapid coverage of product lines, efficiently radiate and serve emerging markets such as Asia, South America, and Africa.

(2) Visual Upgrade: DNE Laser in Green and Green

This brand renewal has transformed the brand logo of DNE Laser from classic red to deep green. This is not just a simple color change, but carries profound cultural heritage and grand corporate aspirations.

The green and green tones condensed by the brand logo itself symbolize the natural process of life from sprouting to maturity and abundance. Dr. You Song explained that this color symbolizes that after years of hard work and accumulation, the enterprise has reached a state of steady growth and is now facing a strategic opportunity to harvest fruitful results and actively plan a broader territory.

The selection of this color also stems from the sincere admiration of the management team of Denon Laser for the masterpiece "Thousand Miles of Mountains and Rivers" by the Northern Song painter Wang Ximeng. As an outstanding work of Chinese green landscape painting, "Thousand Miles of Mountains and Rivers" showcases the noble praise of Eastern art for magnificent rivers and mountains with its grandeur and craftsmanship. Taking green as a mirror, Denon Laser not only embodies its ambitious goal of participating in international competition and opening up new horizons - "to create a bigger empire", but also hopes to reflect the brand's enduring artistic value and immortal pursuit like a famous painting.

At the same time, "Green" also gives a new connotation to the English logo "DNE" of Denon Laser - "Driving New Eras", indicating the brand's renewal and upgrading. It is a comprehensive reform in strategic positioning, market pattern, and product system, aiming to guide Denon Laser into a new era of rapid development and exploration.

In addition, the sense of tranquility, vitality, and harmony inherent in the blue-green color scheme is also deeply in line with the sustainable development concept advocated in today's era. Shenyu Denergy Laser is committed to providing efficient, energy-saving, and environmentally friendly technological solutions to safeguard our common green mountains and rivers.

PART 02

Intelligent Manufacturing Center: Foshan Zhuji, Driving a New Paradigm of Global Intelligent Manufacturing

With the establishment of an independent brand strategy by Denon Laser, its market territory and operational scope are rapidly expanding, and the demand for orders brought about by global business growth will also increase accordingly. In addition, with the global manufacturing industry showing signs of recovery, the capacity bottleneck of the original Shenzhen production base is no longer able to support the ambitious vision of Denon Laser for the future. Therefore, as an important support for brand independence and strategic upgrading, Denon Laser will relocate its manufacturing center from Shenzhen to Foshan as a whole.

Figure 3: Denon Laser Foshan Intelligent Manufacturing Base

Although the Shenzhen production base has a considerable area, its five story building structure is fundamentally contradictory to the operational needs of the heavy machine tool industry. Multi story factory areas not only constrain equipment layout and logistics efficiency, but also make it difficult to build the coherent space required for modern production lines. This structural bottleneck has formed rigid constraints in terms of capacity improvement and process optimization, making it difficult to meet the development needs of the independent DiNeng Laser brand.

After relocating to Foshan, Denon Laser has devoted itself to building a modern steel structure intelligent manufacturing base covering an area of approximately 70000 square meters. The base has been put into operation since July 2025, integrating research and development workshops, testing workshops, automated production lines, and immersive exhibition halls, achieving full process intelligent production from sheet metal processing to material warehouse management.

Dr. You Song believes that the relocation of production bases is not only a change in spatial location, but also a comprehensive upgrade of the overall manufacturing concept and production system of Denon Laser. Employees will have a deeper understanding of modern production systems in the new environment, shifting from traditional fixed production modes to automated and intelligent systems, achieving comprehensive practice of the concept of "smart factories", and significantly improving overall production efficiency and product quality, optimizing operating costs, and forming a dual advantage of quality and efficiency.

PART 03

Anchoring intelligence, green, and integration, exploring a new realm of value

In fact, in recent years, we can clearly feel that the domestic laser industry is facing a "double squeeze" dilemma: on the one hand, it is the explicit ceiling of market size, and on the other hand, it is the implicit internal friction of homogeneous competition. The combination of the two has made "the domestic market cannot be shaken" a consensus in the industry. The competition situation is gradually shifting from incremental competition to stock game, which has caused the competition between enterprises to degenerate from "differentiated innovation" to "low-cost replication", which is extremely detrimental to the healthy and sustainable development of the industry.

If the overall profit margin of the industry continues to narrow, the intrinsic motivation for enterprises to invest in incremental innovation will be insufficient. It is worth noting that the national "15th Five Year Plan" has clearly stated that intelligence, greening, and integration are the main lines of transformation and upgrading of the domestic manufacturing industry, and also the three major development directions for future industry development. This is also why the Chinese laser industry has repeatedly mentioned the need to shift from "scale expansion" to "value creation" since the beginning of this year.

As early as many years ago, Denon Laser strategically laid out around three directions: intelligence/digitization, smart factories, and green energy conservation and environmental protection. This direction is highly consistent with the development path recognized by Swiss Baichao Group, which not only conforms to the current development trend of the laser industry, but also reflects the forward-looking strategic vision of Denon Laser. Dr. You Song stated that Denon Laser will strategically focus on three major directions: intelligence, greenness, and ecological integration.

Figure 4: Appearance of Denon Laser Exclusive Brand Logo Product

In terms of intelligence, mechanical equipment is like the "torso" of a smart factory, while software is its "brain". Only through deep integration of software and hardware can the concept of Industry 4.0 and China's Intelligent Manufacturing 2025 be truly implemented from a management perspective. DiNeng Laser relies on the deep technical accumulation of BaiChao Group and uses BySoft Suite software as its core platform to continuously expand its functional boundaries in production management, supply chain collaboration and other modules, helping users achieve transparency and lean digital management of the production process. Although unmanned and black light production have not yet been achieved, the system has strong flexibility capabilities and can effectively support rapid response to small batch and customized orders, gradually promoting the flexibility goal of smart factories.

In terms of greening, Denon Laser integrates energy-saving and environmental protection concepts into the entire process of product innovation and operational management. The company not only continuously optimizes product energy efficiency by promoting energy-saving technologies such as electric drive systems and air cutting, but also enhances resource utilization efficiency in the construction of green factories. At the same time, we actively promote the ESG management system, deeply embed environmental and social responsibilities into corporate strategies, and provide efficient and low-cost equipment and explore innovative models such as collaborative manufacturing to effectively help users reduce costs, increase efficiency, and reduce carbon footprint, thereby achieving a win-win situation between economic and environmental benefits and strengthening green and sustainable competitiveness.

In terms of integration, Denon Laser is actively committed to connecting the material and data flows in the field of metal processing to achieve interconnectivity of factory equipment, aiming to build an integrated intelligent production system. For example, through automation units, the entire process from loading, precise cutting, and unloading of plates and profiles to sorting, bending, welding, and other subsequent processes can be monitored and coordinated, seamlessly connecting material flow with processing instructions. This process deeply integrates intelligent software, process databases, and machine interconnection technology to ensure efficient collaboration of data at all levels. In addition, the innovation of technologies such as AI, big data, and digital twins is driving the process of intelligence and digitization, opening up new growth opportunities for laser equipment. The next generation equipment of Denon Laser is created by the combination of artificial intelligence concepts and laser technology, innovatively adding the attribute of "machine learning", which can find good processing operation parameters through machine self-learning after simple manual adjustment.

In addition to continuously empowering laser intelligent manufacturing equipment in the three major development directions, another opportunity for industry development comes from overseas markets. In contrast to the fierce competition in China, the overseas market is showing growth potential, such as the digital infrastructure gap in Southeast Asia, the willingness to pay for technology in Europe and America, and the demand for industrial transformation in the Middle East, which have become new exports for laser companies to break through the growth ceiling. This is also one of the important driving forces for Denon Laser to promote brand upgrading and strategic adjustment. By actively expanding into overseas markets and implementing globalization strategies, the company can unleash its potential, break through the growth ceiling, and gain an advantage in a broader competitive landscape.

PART 04

Write at the end

The commercial market is ultimately value driven, and brand upgrading is not just a spontaneous decoration project. In the view of Weikewang Laser, breaking through the growth ceiling, embracing the new era of manufacturing, and adapting to the strategic transformation constitute the three core engines driving brand upgrading.

Therefore, the brand upgrade path of Denon Laser is a vivid epitome of China's manufacturing industry actively seeking change and driving growth through value reconstruction in the global competitive landscape. It also indicates that the breakthrough of the laser manufacturing industry has gone beyond simple technology or scale competition, entering a new stage of systematic competition centered on brand connotation, ecological construction, and user value. In the future, laser companies represented by Denon Laser will inject strong momentum into the intelligent, green, and integrated transformation of the global manufacturing industry with their profound industry insights and continuous innovation practices, making "Made in China" synonymous with high quality and value.