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There are more than 10 thousand companies competing in Shengze Oriental Silk Market. In this intense market, the orders of Ronghua Silk never stop. How can Ronghua win numerous customers’ favor in such fierce marketing competition? With the question, our reporter interviewed the general manager of Wujiang Ronghua Silk Jet-weaving Company, Mr. Pan Huaqiang.
In the interview, the general manager, Mr. Pan Huaqiang said this very honestly, “Good quality, fair price, is the greatest competitiveness and the key to attract more clients.” In recent years, Pan Huaqiang developed his company towards this goal and made five measures to promote the marketing competitiveness of Ronghua constantly.
Confirm direction of management and product positioning
Clear direction of management and product positioning is in favor of building features for the company and its product in the market and can make the company remain invincible under violent marketing competition. At present, the main products of Ronghua include high-elastic and low-stretch oxford, bags and suitcases fabric, elater oxford (150D*150D, 300D*300D, 450D*450D, 600D*600D, 600D*300D, 300D*600D, 500D*300D, 900D*900D, 1200D*1200D, 1680D), FDY oxford ( 1*1, 1*2, 2*2, 210D, 420D, 840D), jacquard, check, twill, and various kinds of bags and suitcases fabrics, tents fabrics, clothes fabrics etc. Among these products, Ronghua put the elater oxford as its main developing direction of production. With the biggest production capacity, Ronghua makes innovation of it constantly and gives it a profound development.
Our society has already entered into a buyer-market epoch, which means the oversupply phenomenon exists in almost every market. In order to contend for limited customers and enlarge its market share, Ronghua made the elater oxford as the featured product, the limited resources to focus on the highest part of the production of added value. This measure does not only win the trust of customers, but also increase the benefit of the company.
Investigate and survey the market sufficiently
Nowadays, the economy develops rapidly; perfervid competition is everywhere. Sufficient investigation and survey and obtaining the competitive environment of the market information through various channels can supply effective evidence for the company to make rival decisions. In the interview, Mr. Pan Huangqiang said, “This industry is influenced by the market greatly, which require us to consider a lot of factors and have some kind of prophetic vision.” These years, Mr. Pan would analyze the market, research the market trend and find the market gap every once in a while. Mr. Pan also improves his products, sale and service in accordance with the customers’ requirement which gives a great promotion for the development of his company.
Meanwhile, Mr. Pan Huangqiang also attends different kinds of trade exhibitions actively at home, digs out the latest movement of the market and the future developing trends and finds new customers and business opportunities at exhibitions.
Pay close attention to the product quality
According to Mr. Pan Huangqiang, these times, the sales volume is good and there are lots of orders in the company, which demand a more perfect producing plan and finish the quantities of the customers’ offers on time. A reasonable plan can help the company to finish work at the shortest time, decrease the waiting time, reduce the lost of delaying and speed up the development.
At the same time of finishing orders, Ronghua pays more attention to the product quality. Pan Huaqiang always asks his staff to strive for the first-range reputation of the company with classic credit service and top-ranking quality. Ronghua made a strict quality control system which can check up department by department, control the quality furthest, and attract a lot of eyes of consumers. “Our product quality must be the best; our price must be reasonable. Only low price with fine quality can give us a stronger competitiveness.” This is what Mr. Pan always insists.
Update equipments and introduce technologies
One must sharpen his tools if he wants do his job well. In the meantime of laying stress on the product quality, Ronghua Silk Jet-weaving Company also updated the main producing equipments by increasing capital investment. On the basis of replacing 48 Xiao Shan Yinchun Machines, Ronghua still imported Pull Warp Machines which enormously enhance the producing efficiency of the equipments and reduce the appearance of equipment failure. Meanwhile, Ronghua gives full play to the advanced performance of the machines. With the strong support of the technology, Ronghua has great improvement at the producing efficiency and enhancement of the marketing competitiveness.
Perfect inner management and upgrade the brand
From the establishment to the present, Ronghua is always perfecting its management system. “By Quantity and By Quality” is the rewarding and punishing measures that carried out in the company to check the employees’ work. This measure does not only increase the producing efficiency, but also inspires the workers’ enthusiasm. At the same time, Ronghua also establishes a favorable employee image and the company culture. A quality credit system is promoting in the company which helps to build the integrity company.
Under the guidance of these five measures, Ronghua Silk Jet-weaving Company is becoming stronger and stronger. At present, due to the increase of orders and rising of the sales, Ronghua is planning to expand its producing ability on the original base, in order to have a bigger piece of the cake.
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