Chairman of SOKOYO Solar Lighting Interviewed by China Lighting Network
In May 2025, Mr. Yin Zijun, Chairman of SOKOYO Solar Lighting, was interviewed by Mr. Hong Bing, Editor-in-Chief of China Lighting Network. The theme: "18 Years Chasing the Light—Letting Solar Lighting Shine Worldwide."
Against the backdrop of accelerating global carbon neutrality goals, solar lighting—an essential application of green energy—is experiencing unprecedented growth. Yet, the industry is also grappling with serious challenges like price wars and lack of standards. Jiangsu SOKOYO Solar Lighting Co., Ltd., a steadfast player in the industry for 18 years, is navigating this competitive landscape with technological innovation and a global mindset, blazing a trail for Chinese enterprises in the new energy sector.
Located by Lake Gaoyou in Yangzhou, Jiangsu Province, SOKOYO's factory covers 40,000㎡, including 30,000㎡ of specialized production facilities and a 2,000㎡ laboratory. With over 40 advanced testing systems—including distributed photometers and IP rating testers—SOKOYO has built a full-chain R&D and manufacturing capability from solar panels and lithium batteries to LED fixtures. Its products have been exported to 95 countries and regions worldwide, with over 1 million sets of solar street lights delivered. From Southeast Asia's tropical rainforests to aid projects in Africa and luxury communities in the Middle East, SOKOYO continues to light up the world with sustainable technology.
How did SOKOYO evolve from a local manufacturer to a global market player? And how is it tackling industry difficulties through "technical innovation"? In this exclusive interview, Editor-in-Chief Hong Bing sat down with Chairman Yin Zijun to explore the company's growth mindset and its vision for the future.
Q: What defines SOKOYO's core market strategy? How do you implement differentiated competition across regions?
A: SOKOYO's core markets are Southeast Asia, the Middle East, and Africa, with a strategy centered on "demand-driven + standards-adapted" differentiation. In Southeast Asia, we focus on government projects in underpowered regions, delivering cost-effective products that pass third-party inspections. In Africa, we provide durable solutions for aid-based infrastructure, balancing quality and cost. In the Middle East, we meet high European-American standards and target high-margin markets with green concepts. In Europe and North America, we are currently entering through OEM partnerships and plan to directly penetrate the high-end segment through certification. Southeast Asia, the Middle East, and Africa account for over 90% of our total sales, while the Western markets show great potential.
Q: How does SOKOYO respond to global trade barriers such as U.S. tariffs?
A: The key is "technical breakthrough and compliance upgrade." While 30–40% tariffs have limited impact, rates over 100% would severely affect the supply chain. To address this, SOKOYO has innovated in product structure to optimize solar panel orientation and boost power generation. We're also actively pursuing CE, UL, and other certifications to enter high-value markets and avoid price competition. Furthermore, we're reducing dependency on any single region through market diversification, creating a balanced development model across core and emerging markets.
Q: What R&D and design innovations has SOKOYO introduced?
A: Guided by the belief that "design is productivity," we've made four major breakthroughs:
1. Introduced horizontal solar panel installations with optimized LED light distribution to ensure uniform illumination.
2. Developed modular components with tool-free replacement in 3 minutes—solving 99.9% of failures linked to battery-control systems and improving maintenance efficiency by 80%.
3. Achieved IP68 protection across the full product line, using corrosion-resistant materials like 304 stainless steel to ensure ≥10 years of durability in harsh environments.
4. Launched anti-theft battery compartments with smart electronic locks (e.g., IC card unlocking) to address serious battery theft issues in certain regions. These innovations have already been applied successfully in a multi-million-dollar solar project for Samsung in the Middle East.
Q: The industry faces intense price competition. How does SOKOYO stay committed to long-termism?
A: We tackle price wars through "technical competition," not scale-for-scale's sake. We remain focused on our core business, invest in automation to control costs, and build strong labs and supply chain partnerships to enhance component performance. To date, we've delivered over 1 million reliably operating products. We also advocate for industry-wide standardization, aiming to shift the focus from low-cost bidding to value-based competition. Our 18-year collaboration with an international brand is a clear proof of the long-term approach.
Q: What's SOKOYO's future plan for brand and market expansion?
A: We're pursuing a dual-phase strategy:
Short-term: Leverage international exhibitions like GILE (Guangzhou International Lighting Exhibition) and Light + Building Frankfurt to collect market feedback and fine-tune our products for Western standards.
Long-term:
Advance brand development—from survival-driven to quality-led—enhancing both profitability and market competitiveness.
Export core technologies and become a qualified supplier for leading Western brands, gradually entering premium global supply chains and evolving from a "manufacturer" to a "technology + brand" powerhouse.
Q: What advice would you give to SMEs in the lighting industry?
A: Don't blindly join price wars. Focus on two areas:
1. Deepen your expertise in specific niches—like rural roads or garden lighting—and build unique product differentiation. For example, SOKOYO's "Satellite Series" uses three-sided solar panels to maximize light capture, creating a strong competitive edge.
2. Embrace long-termism. Stick to the fundamental lighting needs of the market, address real user pain points, and innovate steadily. Our 18-year journey proves the value of perseverance: "What you persist in will eventually echo back."
Closing Remarks
From its factory in Gaoyou, Yangzhou to becoming a "messenger of light" in 95 countries, SOKOYO's growth story reflects the resilience and intelligence of Chinese clean energy brands. Whether in Southeast Asia's humid jungles, Africa's open savannah, or the luxurious cities of the Middle East, SOKOYO has redefined "Made in China" through a strategy of "technical adaptation, quality-driven entry, and trust built on long-termism."
In a sector stuck in price competition, SOKOYO proves that rigorous lab testing, lean manufacturing, and global standards dialogue are the real drivers of sustainable growth. Its 18-year commitment is not just love for the lighting business—but a steadfast belief in technology-driven industrial evolution.
Now, with China's "dual carbon" strategy advancing, SOKOYO is stepping up with quality-led branding and innovation-driven expansion, bringing China's green promise to the world. We look forward to seeing this light-led enterprise illuminate even more corners of the globe—and lead the way toward a value-driven future for the entire industry.
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