Xicato, a developer of LED modules, announced that Joe Li has joined the company as the Regional Sales Manager Greater China and will lead the company’s continued growth in a region where the market is maturing and increasingly seeking solutions that provide higher quality light and improved efficiency.

Joe Li, Xicato Regional Sales Manager Greater China. (LEDinside/ Xicato)

“Much of China’s transition to LED lighting has been outdoor, city beautification, signage and decorative lighting where efficacy was the primary driver and quality of light could be sacrificed,” said Li. “As global brands expand here, the desire for higher quality light is growing to ensure that the brand experience is maintained. Xicato’s modules offer the perfect marriage of quality light and efficiency.”

Li’s experience in greater China includes successful sales leadership in microelectronics, semiconductor and most recently lighting sectors where he was recently the VP Sales for Asia. With more than 30 years of international sales experience, Li brings a wealth of knowledge to Xicato as it continues to expand. Li completed his MBA at Herriot Watt University in the United Kingdom and continued his professional education at the Open University of Hong Kong.