Editor’s Note:

"Friends across the world, the dragon’s roar echoes through China."
This issue features Ma Jun, Co-founder and General Manager of Honglong Electronics.

Ma Jun hails from Santai County, Sichuan, known for its deep-rooted football culture. Honglong Electronics is firmly established in Huaqiangbei, where the Chuan-Yu Semiconductor Alliance was also born. Through this platform, Ma Jun has connected with like-minded professionals such as Yang Kaidi (Kefei Enterprise), Li Peng (Yuanyang Electronics), Wu Bo (Lichuang Mall), Song Yuanming (Kinghelm), Song Shiqiang (Slkor), Wang Lei (Qinshang Weiye), Wang Hui (Ruichenghui Electronics), Li Guangzheng (Yalianxin), Rao Jie (Guangchi Electronics), Quan Xiuyu (Huaqiang Electronics), and Tang Dongliang (Yashijing).

Beyond this alliance, he has also met other industry leaders, including Jiang Xiaozhou (TME Poland), Xie Pengbo (Biaoxin International, Hunan), Shen Xi (Xuanchengda Technology, Yunnan), Wang Guotao (Meiman Electronics, Shandong), and Jiang Zhi (Foxin Technology, Hunan). These collaborations have been instrumental in driving business growth.

Kinghelm & Slkor Directors Qiu Huilin (far right) and Song Yuanming (second from left) visiting Honglong Electronics

Honglong Electronics: A Respected Name in Electronic Components Distribution

With nearly two decades of experience, Honglong Electronics has grown into a renowned hybrid distributor of electronic components, providing supply chain solutions and technical support to global clients. The company serves a wide range of industries, including communications, medical, industrial power, robotics, new energy, EV charging stations, displays, financial equipment, power systems, and automotive electronics.

Honglong Electronics represents over 20 domestic brands, including Slkor Semiconductor and Kinghelm Electronics. Like Honglong, Slkor is committed to fairness, openness, collaboration, and mutual success—working alongside ecosystem partners to become a leading semiconductor enterprise.

Honglong Electronics

A Blend of Business Excellence and Cultural Identity

Walking into Honglong Electronics’ Huaqiangbei headquarters, visitors are greeted with a unique mix of visual elegance and artistic charm. With a vast global distributor network, an annual revenue of billions of RMB, and over 10 million RMB in stock inventory, Honglong has received numerous "Top 10 Distributor" awards in China.

But beyond numbers, what truly sets Honglong apart is its strong cultural identity. Every corner of the office reflects Honglong’s spirit and values, from modern minimalist lobbies and high-quality culture walls to a stone-wall “honor gallery” and the beautifully designed "Oriental Meeting Room." Even the smallest cultural artifacts, such as handcrafted calligraphy paintings and uniquely shaped tea trays, reflect the company’s deep-rooted identity.

Chairman Zhang Yang explains the meaning behind Honglong’s name, which comes from Liu Yuxi's classical Chinese essay, “The Inscription of a Humble Room”:
"A mountain is known not for its height but for the presence of an immortal; a river is known not for its depth but for the presence of a dragon."

· “Hong” (泓) signifies deep and vast waters, symbolizing nurturing life, wealth, and resilience.

· “Long” (龙) represents the Chinese dragon, a symbol of strength, confidence, and national pride.

Honglong has undergone major transformations since its 2017 restructuring, achieving remarkable growth by 2024. The team consists of highly experienced professionals, with over half having 10+ years of industry experience—combining expertise in global distribution, domestic supply chains, and spot market sourcing. These individuals form the backbone, lifeblood, and soul of Honglong, embodying its motto: "Diligence breeds success; expertise drives excellence."

Work Environment at Honglong Electronics

The Entrepreneurial Journey of Ma Jun

For Ma Jun, success stems from persistence, optimism, and sincerity. Having spent over 20 years in Shenzhen’s electronics industry, he recalls:
"The journey wasn’t always smooth, but as long as you have a goal, stay committed, and remain optimistic, success will follow."

His "Friends Across the World" philosophy reflects his belief in building long-term, trustworthy relationships. He values sincerity in business, stating:
"The best people approach everything with honesty from the start."

Beyond business, Ma Jun’s greatest passion is football—a sport he has played consistently from his school days to his professional career. He credits football’s spirit and camaraderie for his boundless energy, personal growth, and expanded network of business partners.

Honglong Electronics Co-founder & General Manager Ma Jun (far left)

Honglong’s Competitive Edge: Comprehensive Supply Chain Solutions

Honglong Electronics goes beyond component distribution, offering:

l Technical alternatives

l Long-term supply planning

l Sourcing of hard-to-find components

l BOM matching and cost reduction strategies

l Inventory monetization services

Among these, technical alternatives—also known as optimization replacements—align closely with Slkor’s "domestic substitution" strategy.

Slkor has recently launched ADC chips, logic gate buffers, and isolated gate drivers, with rapid expansion across China’s distribution network. According to CEO Song Shiqiang, Slkor specializes in cutting-edge silicon carbide (SiC) power devices, offering TVS diodes, MOSFETs, and LDO power management chips. Together with Kinghelm, they serve over 20,000 customers, providing both products and technical solutions.

Slkor’s products offer direct alternatives to brands like Texas Instruments (TI), ON Semiconductor, STMicroelectronics, MPS, Atmel, and AMS.
For example:

· Slkor SL3157XC6 (SC-70-6) can be an alternative to TI’s TS5A3157, ON Semi’s NC7SB3157/FSA3157, and SGMicro’s SGM3157.

· Slkor SL3157XT6 is an alternative to TI’s TS5A3157, ON Semi’s NC7SB3157/FSA3157, and SGMicro’s SGM3157.

Visit us at Booth N2.729 at Electronica China

AI Disruption: Honglong’s Perspective on DeepSeek

Since its emergence in January 2024, DeepSeek has ignited a wave of AI innovation across multiple industries, including cloud computing, smartphones, and automotive technology. This breakthrough is also influencing supply chains and logistics, bringing new efficiencies and opportunities.

Ma Jun sees DeepSeek’s rapid growth as a reflection of its technological strengths and supply chain advantages. He believes that as the technology matures and expands, it will benefit a wider range of industries.

Honglong Electronics remains committed to staying at the forefront of industry developments, embracing AI-driven innovations, and playing an active role in China’s technological advancement. With a focus on practical applications, Honglong aims to accelerate China’s industrial transformation and contribute to the global AI landscape.

Achieving 2024 Global Electronic Components Distributor Excellence Award