Su Qing fasteners based on high-end market

For Jiangsu Suqing Standard Parts Co., Ltd., which is mainly for export sales, the past year 2009 was a very challenging one. On the one hand, the financial crisis has swept the world, and the European and American markets have shrunk sharply. On the other hand, in order to promote the economic recovery in the region, the EU has further strengthened its anti-dumping efforts. Under the oppression of these two unfavorable factors, the Suqing Group has continuously improved its management system through its own efforts, and has also increased its investment in the financial crisis through cost reduction. 2009 has become a thing of the past. Today's Jiangsu Suqing has seen a thriving scene with annual sales exceeding 300 million yuan for the first time.

After the storm, how could Su Qing's standard parts achieve such a great turnaround? With so many questions, with great curiosity, we, the Golden Spider reporter had the privilege of interviewing Mr. Xin, general manager of Jiangsu Suqing Standard Parts Co., Ltd. In the conversation with Mr. Yu, we finally learned that all this must be attributed to the company's two strategic objectives: First, take the high-end product line, the main high-end market; the second is to balance exports and domestic sales, to achieve internal and external sales go hand in hand.

Take the high-end product line and focus on the high-end market

The advantage of taking the high-end route is that the profits are high, but the disadvantage is that the sales volume is not large. Taking the high-end route is the ultimate development direction for enhancing the competitiveness of Chinese brands in the international market. It is an arduous task that is long way to go and an inevitable trend for China's fastener industry. However, taking the high-end route is also limited by its own conditions and market environment. It cannot blindly follow the trend and eager for quick results. If there are some problems with inferior quality and safety, it will eventually be counterproductive to damage the image of “Made in China”.

How does Su Qing of Jiangsu identify its position in the market segmentation of the world? Jiangsu Suqing Standard Parts Co., Ltd. thinks this way: The company is affiliated to Jiangsu Suqing Water Treatment Engineering Group Co., Ltd., and it has strong financial strength; it has accumulated rich experience in technology; in terms of market, it has been stimulated by government support in recent years. The expansion of the domestic demand market has stimulated many sectors such as automobiles, construction, infrastructure and other high-end fasteners market vitality. Through analysis, all aspects of Su Qing have the conditions to take the high-end route. So we immediately set the strategic goal of taking the high-end line, we must first smell the commercial opportunities, and seize the opportunity.

In 2005, we invested 60 million yuan in the foundation of Jiangyin Standard Three Factory and introduced more than 40 sets of fully automatic multi-station cold heading machines, supporting two “San Yong” 1 ton per hour heat treatment production lines. Production of high-standard fasteners with different specifications of 4.8-10.9 grades. Main products are high-strength (German, American, National, and Non-standard) series of external hexagon bolts. The quality can be comparable to the production of foreign advanced technology. The current annual production capacity is 25,000 tons, and it is widely used in railways, grids, automobiles, construction, equipment and other fields. I believe that the "Made in China" brand image of our country will become better and better.

Balancing exports with domestic sales to achieve simultaneous sales

The financial crisis and EU anti-dumping have caused us to lose some orders in foreign markets, but from another perspective, this is not entirely a bad thing. The pressure from the foreign trade market forces us to aggressively attack the domestic market. This is a new beginning for Su Qing and a new breakthrough. The competition in the domestic market is also very fierce. It is easier said than done to get a share of the pie, but Su Qing has always believed that: The road is at the foot of it, and it is all depended on people to come out. We are proud that our team and our sales staff have done it. Their persistence and perseverance have enabled the Suqing brand to successfully enter the domestic market. Now we have annual domestic sales of 150 million yuan. Of course, we cannot let go of this piece of foreign trade market. In order to flexibly adjust the market structure, we need to have more domestic and foreign sales, and now Su Qing mainly cooperates with some foreign trade companies. The products are exported to Europe, America and North America. The annual export volume is 150 million, and the proportion of domestic and foreign sales accounts for 50% each. Domestic sales and foreign trade are just like the pair of wings of an eagle. Only the wings have the same length and are full of strong build, so they can fly higher and further. Today, Jiangsu Suqing Standard Parts Co., Ltd. has made outstanding achievements in the field of high-strength fasteners and ranked first and second in the Jiangsu region.

On April 25, 2010, when the spring breeze warmed up in April, the sunny day, Jiangsu Suqing Standard Parts Co., Ltd. successfully celebrated the arrival of the Shanghai World Expo and successfully held the “SuQing Cup Table Tennis Friendship Match” in Hetang Middle School in Jiangyin City. Mr. Jiang Huiping delivered a speech: “A grand celebration of the May 1st Labor Day and warmly celebrating the coming of the World Expo. The arrival of the Shanghai World Expo also symbolizes Su Qing’s pioneering work and the new starting point for the future. We must strive for a warmer market. Try to seize more opportunities and strive to fly higher and further...".