Currently, China's laser equipment industry is undergoing a systematic and profound transformation driven by multidimensional resonance of technological breakthroughs, market competition, pattern reshaping, and policy guidance. The maturity and scale effect of the industrial chain lay the foundation for industrialization, and the localization of core components broke through long-term technological barriers. Intense price competition, while accelerating industry reshuffling, forced enterprises to turn to differentiated development paths. How can Swiss Baichao Group find new growth paths through strategic adjustments and brand reshaping under the dual pressures of "internal competition" and "internationalization"? The reporter from Modern Manufacturing was fortunate enough to interview Dr. You Song, the President of Swiss Baichao Group in China and the Asia Pacific region, as well as the Global CEO of Denon Laser, and had a deep conversation, allowing us to explore their secrets to longevity together.

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

From maturity to rebirth

DNE launches a new journey with an independent brand image

Recently, Denon Laser DNE Laser, a wholly-owned independent subsidiary of Swiss Baichao Group and a professional provider of global intelligent manufacturing systematic solutions, has reached an important milestone in its development. With its exclusive brand logo, Denon Laser made a stunning appearance at the FABTECH 2025 International Metal Processing and Welding Exhibition. The brand features green and green images and fonts as its core visual characteristics, which not only serves as a clear annotation of its identity as a wholly-owned independent sub brand of Baichao Group, but also marks a new stage of independent and deep cultivation of Denon Laser in brand positioning and market layout.

Dr. You Song said that the brand logo has changed from red to green, symbolizing "from maturity to rebirth". Behind this color choice, there is a profound cultural connotation and corporate vision: blue-green symbolizes evergreen trees that grow anew throughout the year, representing the brand's thriving presence in the global market. At the same time, the group will continue to deepen its differentiated business strategy - Baichao will continue to focus on the market, with technological innovation and excellent quality as its core competitiveness; DiNeng Laser focuses on high cost-effectiveness and flexible adaptation, targeting users who pursue standardized solutions.

At the same time, Dr. You Song provided a deeper interpretation of the dual brand strategy, which not only creates a clear market differentiation between Baichao and Denon Laser, but also achieves precise coverage and complementarity of user groups. He further elaborated: "Baichao focuses on the market and serves users who have strict requirements for processing accuracy, production pace, and automation; Denon Laser focuses on small and medium-sized enterprises and provides standardized solutions with high cost-effectiveness." This move aims to enable users to make the most suitable choices based on their own needs and budgets through clear stratification. The two are highly coordinated in terms of user groups, technological paths, and service models, jointly building a broader market coverage and stronger overall competitiveness.

Luozi Foshan

Agile response to emerging markets

As an important support for brand independence, Denon Laser has relocated its production base from Shenzhen to Foshan and built a modern steel structure factory covering an area of approximately 70000 square meters. The base has been put into operation since July 2025, integrating ecological production lines, automated production lines, and immersive exhibition halls, achieving full process intelligent production from sheet metal processing to material warehouse management. This new factory is not only the cornerstone of large-scale production for Denon Laser, but also an important window for the brand to showcase its technological strength to the outside world. Its production marks Denon Laser's official entry into the international market as an independent brand image, "Dr. You Song concluded. He continued to say that the reason for choosing Foshan is also to accelerate the implementation of its localization strategy and achieve the manufacturing and innovation vision of "in China, for China" and even "in China, for the world" through Foshan's deep industrial foundation in precision manufacturing, huge application market, and complete industrial chain.

At the same time, Denon Laser will establish itself in its production base in China, efficiently radiating and serving emerging markets such as Asia, South America, and Africa. With its geographical proximity and supply chain cost advantages, Denon Laser can respond promptly to the price sensitive and diverse demand characteristics of these regions. This "dual line parallel" globalization layout not only enhances the adaptability of Baichao Group in emerging markets, but also effectively improves the overall risk resistance and strategic stability of the group through balanced layout on a global scale.

In terms of after-sales service, Denon Laser continues the group's concept of "service first", continuously explores user needs, optimizes service processes, and is committed to creating greater value for users in every aspect. Relying on the mature "three-level service system" of the group, Denergy Laser has achieved a full process closed-loop management from on-site support to product optimization: the first line is responded to by on-site engineers, the second line is handled by the technical support team in collaboration with the factory, and the third line is directly participated in product iteration by the R&D team. This is also thanks to a team of senior engineers who have been deeply involved in the industry for many years. They strive for excellence in their respective fields, not only able to efficiently respond to the service needs of the domestic market, but also extend support to the global service needs of domestic enterprises' overseas projects and domestic equipment, demonstrating service capabilities covering the entire industry chain.

Figure 2: Denon Laser Foshan Intelligent Manufacturing Base

Using value creation as a blade

Open up a new pattern in the laser industry

The Chinese laser industry is undergoing a deep transformation from "scale expansion" to "value creation". With the increasingly fierce market competition, the industry has entered a critical stage of accelerating reshuffling. According to relevant industry reports, the number of new laser companies added in 2024 has significantly decreased by 47.24% year-on-year, further indicating that the industry's survival of the fittest is accelerating. Therefore, laser companies must break out of low-end competition and penetrate into high value-added fields in order to gain a foothold.

Against the backdrop of deep industry transformation, Denon Laser has a forward-looking strategic vision, continuously cultivating core technologies and promoting global operations, successfully breaking through growth bottlenecks and building differentiated competitive barriers. Based on this strategic direction, Denon Laser has precisely entered the mid-range market, driven by "high cost-effectiveness+quality assurance" as the dual wheel drive. It not only effectively responds to the challenges of fierce competition in the industry, but also promotes the entire industry chain to move towards a healthy and orderly development stage.

Figure 3: DiNeng Laser Exclusive Brand Logo Debuts at FABTECH 2025 Exhibition in the United States

Looking ahead to the future, You Song stated that Denon Laser will strategically focus on three major directions: intelligence, greenness, and ecological integration.

Firstly, in the field of software and automation, Denon Laser will fully leverage the profound technical expertise of Baichao Group, with BySoft Suite software as the core platform, to continuously expand its functional boundaries in production management, supply chain collaboration and other modules, committed to helping users achieve transparent and lean management of the production execution process, and building differentiated competitiveness that distinguishes it from pure hardware manufacturers;

Secondly, in the field of green and sustainable development, Denon Laser is committed to deeply integrating energy-saving and environmental protection concepts into the entire process of product design and operation. By innovatively developing equipment start stop energy-saving technologies, optimizing energy consumption patterns, and actively exploring platform based operation solutions such as equipment leasing and capacity sharing, we significantly reduce users' usage costs and carbon footprint, and fulfill our commitment to green manufacturing;

Thirdly, in terms of industrial ecological integration, Denon Laser is actively building a collaborative manufacturing network based on device interconnection and data-driven approaches. By promoting innovative models such as digital networking and shared manufacturing, DiNeng Laser aims to connect the upstream and downstream of the industrial chain, achieve precise matching of production resources and order demands, and ultimately work with partners to build an open, efficient, and win-win new manufacturing ecosystem.

The transformation of Denon Laser from Shenzhen to Foshan is a vivid reflection of China's manufacturing industry's proactive breakthrough and value leap in global competition. Dr. You Song concluded by saying, "Looking towards the future, we will continue to deepen our product strength and user value with clear strategic determination and solid innovation pace. Based on a deep understanding of global market demand, we will embark on a high-quality growth path driven by technology and centered on users, contributing wisdom and strength to the continuous progress of the global laser equipment industry