Peihong: Be a comprehensive partner

“Global Sources is our main communication medium, which enables us to reach our markets and customers faster, enables us to grasp market information, and enables us to increase market response speed.” Since the company's development and cooperation with Global Sources, Allen Wang, deputy general manager of marketing and technology at Peihong Electronics Co., Ltd., said.

He said: "More importantly, the long-term cooperation with Global Sources has made us realize at a very early stage that building long-term partnerships is critical to the company's success in the international market."

p> Founded in Taiwan in 1978, Peihong Electronics started with silicone rubber products to enter the electronics market. After more than 20 years of development, it has grown from only 8 people when it was founded, a 200-square-meter factory building, an annual sales income of 20,000 US dollars, and exports. From zero, it has grown to more than 1,000 people, 30,000 square meters of factory buildings, and annual sales revenue of 23 million US dollars, of which more than 95% come from exports.

At the same time, the company's organizational structure has gradually changed from all corporate functions in Taiwan in the past to today's multinational corporations with headquarters and marketing functions in Taiwan, production bases in mainland China, and overseas sales expansion in the United States. The company's market has changed from being dominated by Europe to a global market. The company's products have also expanded from a single category of rubber to a diversified structure that coexists with rubber, plastic, molds, membrane switches, and remote controls.

Reviewing the company's successful course of developing the international market, Wang Shengling shared the key experience: to truly build a long-term partnership between the company and its customers with the Total Manufacturing Solution.

Customer relationship: It's a partnership, not a buyer-seller relationship

From the early publication of company and product information in Global Sources' magazine, to later expansion to use Global Sources' website to publish information, and from Global Sources' market research reports Sharing industry and market information with professional exhibitions, Peihong Electronics found that the long-term cooperation with Global Sources can not only get a large number of international buyers to inquire and make business from it, but also share advanced business concepts.

"Our first inspiration from our partnership with Global Sources is to build long-term partnerships with our clients. We've worked with Global Sources for 25 years, and it would be hard to work together for so long without a partnership." Wang Shengling said.

The true meaning of partnership Peihong Electronics regards establishing partnership with every customer as its own goal. It not only treats customers as partners, but provides them with comprehensive manufacturing solutions, making them feel like it is a true partner. This true partnership is different from an ordinary supplier or buyer-seller relationship.

Ordinary supplier relationships are supplier-centric, while true partnerships are buyer-centric. For example, Wang Shengling said that if a buyer urgently needs 1,000 parts and components, he will ask the supplier to produce them. If it is an ordinary supplier relationship, the supplier will say to the buyer: "Okay, let's put your order into production according to our production plan, please be patient." If it is a real partnership , the supplier will say to the buyer: "Okay, if you have a problem, we will help you solve it immediately", and adjust the production plan to give priority to arranging production for the buyer who is in urgent need of parts.

Ordinary buying and selling relationship is based on price, while true partnership is based on value. In Wang Shengling's view, the true meaning of partnership lies in the word "value". In an ordinary buying and selling relationship, you just look at the price. If you see which supplier has a lower price, you will buy the goods of which supplier. After the sale is completed, the relationship will end.

Wang Shengling said: "If a supplier wants to make a buyer feel like a partnership, he needs to show him that you can provide customized and good services, and let him see that you have value in helping him get business, just like Global Sources helps We get business that way. So a partnership is a long-term relationship.

"In a true partnership, buyers don't come up to me and say, 'hey, you The price is too expensive'. Because we and the buyer have this kind of long-term nature, if the buyer thinks that doing business with us is from a long-term perspective, of course, they will continue to do business with us, and we will also cooperate with his reasonable profit.

The foundation of the partnership As Wang Shengling agreed, the partnership between Global Sources and Peihong Electronics is based on the value that Global Sources provides to Peihong Electronics. As the pioneer and leader of global trade e-commerce , Global Sources provides comprehensive export marketing solutions to customers including Peihong Electronics, including a series of efficient and integrated communication media such as websites, trade magazines, exhibitions, etc.

“Global Sources provides us with complete services , Comprehensive solutions, as long as we go to Global Sources, we can pass our information to our potential customers in an all-round way, which is the value of Global Sources comprehensive solutions. "Wang Shengling said, "Global Sources' comprehensive solutions also give customers like us a lot of choices. Our products are diversified, we can choose different media from Global Sources according to the characteristics of different products, so as to obtain more buyer inquiries. The effect is very good, 70% of our buyer inquiries come from the channels of Global Sources.

As a partner, the value of Global Sources to Peihong Electronics is also reflected in the latest industry information and market trends. "Many companies in our industry hope to pass the latest product information to customers through the media of Global Sources. Then we can see from these media of Global Sources, what is the latest demand in the market, or what newer products are coming out. This information is very important to us. For example, our membrane switch is a relatively new product, which is determined by obtaining relevant information from the media of Global Sources - that is, we can obtain information from the media of Global Sources. , to grasp the latest product trends or product demand. "

Similarly, Peihong Electronics, which aims to establish partnerships, is also providing comprehensive manufacturing solutions to its customers, bringing more value to customers.

Example of Partnership Peihong Electronics has acquired a customer in Israel through Global Sources' media channel. This customer came to Peihong Electronics to develop a product, and he himself did not know whether the product could work properly at that time. After it was developed, the engineers of Peihong Electronics realized that it could not work properly.

When this happens, most manufacturers will wait until they receive the revised drawing of the product before changing the product. But the customer couldn't have run back to Israel if the product didn't work properly, so he stayed at Peihong Electronics, eager to see the modified product. So Peihong Electronics dispatched special personnel to help him change this product. Wang Shengling said, "Fix the thickness here, and change the angle there. This is not to modify the drawings, but to modify the actual product mold, and modifying the actual mold is definitely not an easy task." Peihong Electronics Co., Ltd. Start with the big picture of the partnership, make the necessary sacrifices, send additional staff at night, and work overtime to help this customer modify the product. After he came the next day, he put forward a request for revision, and it has been revised repeatedly for a long time, and now it has reached the stage of mass production.

"This is the partnership I'm talking about." Wang Shengling said, "For the same product, a company in the United States may only change it three or four times to be considered a good service, but here he changed it more than thirty times. .I think only a few companies like us can cooperate with him like this."

Now this client is very happy, he personally told Wang Shengling that there are many companies doing plastic and rubber products. After this incident, He is also very willing to use Peihong Electronics as a partner, not just a buyer-supplier relationship.

Solution: comprehensive manufacturing, not general manufacturing

As both partners, Peihong Electronics and Global Sources provide more value to their respective customers with "comprehensive" solutions. The two "comprehensive" seem to coincide, but in fact they are inevitable by chance. Wang Shengling said: "In modern life, everyone is very busy, and they all want to go to a 'one-stop shop' (one-stop shop), where they can buy everything they need in one place."

The meaning of comprehensive manufacturing In layman's terms, a comprehensive manufacturing solution means that manufacturers provide their customers with one-stop manufacturing services, covering the entire manufacturing process. Mass production, after-sales service and other stages.

Different from general manufacturing, total manufacturing solutions leverage the strengths of both suppliers and buyers in a partnership. In the 21st century, international buyers from Europe and the United States have gradually lost their manufacturing advantages, and global manufacturing has migrated to low-cost manufacturing areas, gradually forming a situation in which the West has design advantages and the East has manufacturing advantages.

While dealing with international buyers, Peihong Electronics found that providing them with comprehensive manufacturing solutions was the right direction for the company. Wang Shengling said: "After observation, we found that some customers went to several factories when they came to visit, which was very hard. So we felt it was necessary to provide them with a comprehensive manufacturing solution. When customers come to us, they will be fully taken care of by us. There is no need to worry about finding a supplier, and there is no need to go elsewhere. In this way, the advantages of both parties can be fully utilized."

Conditions for comprehensive manufacturing Peihong Electronics has positioned the company to provide customers with comprehensive manufacturing solution, but also because it finds itself well-positioned to do so. Wang Shengling believes that there are four main conditions: good communication with customers; diversity of manufacturing capabilities; technical strength; experienced management team.

Pehong Electronics has a very strong ability to communicate with customers. The company has specially set up a "global customer team", and for each customer, it sends professional customer service personnel to serve the needs of customers, and as a communication channel, it builds an efficient communication bridge between customers and the factory. "In this way, the customer feels that if he is looking for someone, he should find a person, and if he is looking for a company, he should find a company. He doesn't have to talk to this side and talk to that side again and again. So we talk about 'one-stop shop' ', not just 'one-stop company', but 'one-stop people'. We have that advantage."

Pehong Electronics has a variety of manufacturing capabilities, and such capabilities have experienced a reasonable development process. The company can produce both rubber products and plastic products; most of them were originally silicone rubber products, but now they have developed into other synthetic rubbers. Customers use; the company also makes molds, because the production of rubber and plastic products requires hydraulic pressure and the cooperation of molds, so the company develops molds by itself and becomes a mold company, selling the molds to buyers in Europe and the United States; the company's rubber and plastic products With tape, you can do all electronic assembly, including remote control and other electronic assembly-related items.

There are very few companies in the same industry with diversified manufacturing capabilities like Peihong Electronics. Wang Shengling said: "Usually some companies only have rubber, or only plastic. Some companies specialize in single-color machines or two-color machines - that's just a part of injection molding - and they usually don't want to expand into other areas. So these companies can't be like us. Provide comprehensive manufacturing solutions, only partial manufacturing solutions."

In addition, Peihong Electronics also has technical strength and a strong management team. The company has been engaged in this industry for more than 20 years, and the members of the production management team are all very experienced, and each manager usually has more than 15 years of experience.

With such conditions and the corresponding demands of international buyers from Global Sources, it is natural for Peihong Electronics to position itself as a comprehensive manufacturing solution. Wang Shengling finally said: "As long as the guests come to us, they don't have to worry about anything. We will help the guests with all the needs."