Heng Li Su Tong Cong: The power is not for the financial

(Source: "Focus Vision" on page 17)

Zhongshan Hengli Lighting Co., Ltd. is an OEM/ODM company specializing in the design and production of lamps and lanterns. It is located in an ancient town known as the “Lighting Capital” in Zhongshan City, Guangdong Province. The main production of various indoor decorative lights: chandeliers, ceiling lamps, wall lamps, table lamps and floor lamps. Established in 1988, it owns 13,200 square meters of workshops and 3,000 square meters of European exhibition hall. It consists of hardware department, injection molding department, mold department, design department, fittings department, assembly department, professional technical personnel, advanced production equipment and Ordered production management ensures the high quality of the product.

Interview guests: Zhongshan Hengli Lighting Mr. Su Yucong Company English Name: Hengli Lighting Co., Ltd.
China Manufacturing Network AS Certified Supplier Showroom: http://henglilighting.en.made-in-china.com

The chat interview with Mr. Su Yucong, the general manager of Zhongshan Hengli Lighting Co., Ltd., was conducted in Hengli's European-style exhibition hall. The environment is relaxed and elegant. The exhibition hall's products allow people to appreciate Hengli's years of sedimentation and strength.

There is a saying in Guangdong that "we can't use it for money," and that's what Mr. Su Yucong often says.

Communication way: give customers confidence in the integrity + <br> <br> Constant has more than ten years of hard work in the lighting industry, the demand for the lighting industry and countries understand very thoroughly, has a strong heritage. Su Yucong started to trade in China through the China Manufacturing Network in 2004. At that time, there were not many lighting manufacturers using the B2B platform. Therefore, a large number of customers were found through the China Manufacturing Network. Every time during the Canton Fair, it is necessary to travel to and from Guangzhou several times a day to pick up customers to visit the factory. “It was very hard at the time and it was a bit too busy to come. It clearly felt that Hengli’s export market was constantly expanding.” Talking about the grand occasion of the lighting industry at that time, Su Yucong was quite sceptical.

For the experience of communicating with customers, Su Yucong feels that everyone has his own way of communication. The most important thing is to do business with integrity and pass the customer's confidence. “We will usually take the guests to the factory for the first time, introduce the approximate production process and process, and the staff's configuration. Try to let the guests understand the detailed operation mode of the factory and where the strengths are.” Let the customers understand the real company situation and bring them to the customers. With confidence, business will naturally become better and better.

Survival: Selected high-quality customer <br> <br> Each company has its own way of life, not good or bad, but only if appropriate. Su Shicong knows this well.

Hengli is taking a steady path. All new decisions of the company will be discussed through the heads of the various departments, and all consents will be invested. It is not that the boss operates alone. Of course, while the company is developing steadily, the company will grasp every new opportunity. According to people in the industry who understand Hengli, Hengli has been more cautious in doing business.

Even now, Su Shicong’s attitude is “business can never be finished, customers do fine rather than more”. Only when the guests continue to grow bigger and stronger can the interests of the factory be maximized and the production capacity be rationalized. The company's development can only rise steadily.

Su Yucong said that once there was a Romalian customer, although the amount of individual orders was small, about 50 sets, but the purchase of more styles, reasonable prices, timely payment, can maintain 4 to 5 counters every month. Although the order volume is not very large, but the factory's production cycle can be reasonably adjusted, the company's work arrangements will be orderly. Because there are many factories around them that have been dragged down by some so-called big companies. “They have large orders, but they have to pay the funds, the payments are not timely, and sometimes there is a change, and the funds cannot be recovered. It will drag down a factory.”

Of course, it is not a one-size-fits-all distrust for customers. Su Yucong said that he had a Russian guest and was formerly a customer's customer. However, due to the general price/performance ratio of the supply, he was attracted to Hengli to see the goods and then cooperated. During this period, Russian guests suffered a project loss of several tens of millions of yuan and owed money to other factories. Su Yucong also helped him coordinate with other suppliers. "After all, he did business with him for 3 years. This trust is still there. Later he really kept his promise and repaid the money." Su Yucong's judgment is also based on the daily performance of this Russian person. "He is serious." Just like the military, it was even a bit rigid and it also felt that he had confidence in continuing to do it."

After the crisis, significant changes in the mentality of the guests <br> <br> Suyin Cong said that their business is the highest peak in 2007, but he said frankly, that's not normal, and now it is a normal situation. For so many years, relying on the stability of the quality and the price, which country to export to what standards, are very clear, because each business has a detailed record, but also for the future more reasonable foreign trade exports made a profound pave.

Su Yucong's most direct experience is that this economic crisis has changed a lot. In the past, customers could talk directly on the Internet. Now customers have to visit the factory in person and look at the actual situation before deciding whether to place orders. Many factories in China are not very large scale, but they boast too much on the Internet. This kind of online and offline situation is misaligned and does not match, so that guests have little confidence in Chinese products. After the financial crisis, the mindset of the factory selecting guests and guests choosing factories is different. “A lot of guests asked me: How well did this factory do? How long did it take for the owner to be credited? What about people? Now more common practice is to use B2B to get a rough idea of ​​the information and come back to the factory.”

Customers are more careful about doing business, and their quality requirements are getting higher and higher. This situation also makes the advantages of Hengli even more prominent. At the same time, it also pays more attention to the development of quality and new products.

Most believe the renminbi, to communicate in advance <br> <br> price appreciation of the renminbi, also have varying degrees of impact on the Su Yincong business. “Once we increase the value, our money will be less.” Of course, there are many factors that increase the price. Not only the exchange rate, but also the material and labor costs are rising. “The price increase is destined to come.” Even so, Hengli will not suddenly and easily raise the price. Before the price increase, it will inform the customer a few months in advance to allow it to have a preparation. Su Shicong has a profound understanding of this: Once a customer suddenly placed orders, Su Yucong suddenly raised his ten points, and customers simply could not accept it. "The most reliable thing now is the renminbi."

For the labor costs that have been expanding, Su Yucong now changes the hourly wages to piece-rate wages, which has improved productivity. “It took more than two years to become more rationalized.”