As one of the four major concentration areas of the diaper industry, Fujian, especially Quanzhou, has gathered hundreds of diaper manufacturing enterprises. Since 2015, in the fierce market competition, a number of excellent enterprises with better growth have emerged, and Li'ao paper industry is one of them: just like a black horse in the diaper industry, it is running fast.
In recent years, the diaper industry has developed rapidly. In order to maintain or seize the market share, manufacturers have increased investment one after another. At that time, the market was full of war smoke.
As one of the four major concentration areas of the diaper industry, Fujian, especially Quanzhou, has gathered hundreds of diaper manufacturing enterprises. Since 2015, in the fierce market competition, a number of outstanding enterprises with better growth have emerged, and Li'ao paper industry is one of them: just like a black horse in the diaper industry, it is running fast.
In the big environment where many enterprises complain that this year's diaper business is not easy to do and it is difficult to make money, why can these enterprises, which entered the field of sanitary products late, develop so fast? During the off-season of the traditional market, do we still need to open up full capacity or even outsource production line processing to ensure the completion of orders?
With these questions in mind, Jiang manxia, Secretary General of the household paper Committee, visited Li'ao on August 9 at the invitation of Fujian Li'ao Paper Co., Ltd. on a business trip to Xiamen. She had in-depth exchanges with Ding qican, chairman of the board, Lin Qingsen, deputy general manager, and Zhang Baoyu, director in charge of R & D and quality control, and visited Li'ao's factory.
Fujian Li'ao Paper Industry Co., Ltd. is located in Quanzhou Taiwan investment zone, covering an area of more than 300 mu. The company was established in 2009. At the initial stage, there were 4 production lines, including 2 baby diapers production lines, 1 adult diaper and 1 nursing pad. After 2015, Li'ao intensively purchased 15 baby diaper production lines with high configuration, expanding the annual production capacity of 2 billion diapers.
At present, the company has three major brands of baby diapers and adult incontinence products, "Le Bei", "Dr. chinchilla" and "Bei aining", and has external OEM and ODM processing business. Since 2015, Li'ao's sales have grown at an annual rate of 10%. In 2016, the sales exceeded 600 million yuan, and it is expected that this year's sales will exceed 800 million yuan. Ding Dong introduced that according to Li'ao's strategic planning, the annual output value will reach 1.2 billion yuan in 2018.
Different from the other factories I visited in late June, what I saw when I walked into Li'ao paper was the spacious factory layout. The four white and orange office production workshops showed a strong modern flavor under the summer sunshine. There is also a five storey workshop under construction, and two imported equipment production lines will be installed after completion. The finished product waiting area in the middle of the factory is full of products to be shipped that day. Several extra long trucks are loading, and forklifts are busy shuttling among them. What a prosperous scene! People forget that this is the scorching August, which is the off-season of the diaper industry in the year.
During the conversation, we learned that Chairman Ding qican turned to diaper production and operation from a foreign industry, but with his unique vision, keen insight and decisive decision-making. Since 2015, Li'ao has seized the opportunity brought by the national policy dividend and consumption upgrading, continuously increased investment and expanded scale, and took the lead in introducing domestic advanced technology and equipment such as large loop waist diapers, three-dimensional hourglass floating core diapers and three-piece pull-up pants. Guided by the market and consumers, it adopts the "experiential marketing" mode, rapidly expands the market and seizes the opportunity under the guiding ideology of product differentiation and service refinement. As the business is full, Li'ao has contracted three production lines to make up for its lack of capacity.
Focus on quality improvement
"In the 21st century, competition is short of talents, and talents are the fundamental guarantee for the development of Li'ao," said Chairman Ding qican. Li'ao has employed highly qualified professionals in the industry at high salaries in all business outlets, such as Mr. Tang in charge of sales, Mr. Lin in charge of production and Mr. Zhang in charge of quality control. All of them have served many well-known brand enterprises in the industry and have rich experience, which has promoted the rapid development of enterprises.
"Products speak, quality runs the world". Li'ao has set up a professional R & D department and introduced excellent R & D personnel in the industry, committed to product innovation and improvement. In terms of quality, on-site inspection personnel are equipped to follow the production of each shift for quality inspection, and strict spot check and inspection are carried out on the warehousing of raw materials. Physical indicators and microbial indicators are inspected and tested according to the national product standards and health standards. At the same time, the enterprise has also formulated more stringent standards for testing more indicators to ensure the safety and health of each Li'ao product: on the workshop site, each production line is also equipped with a quality inspector, and the two adjacent production lines are also equipped with a patrol inspector. The quality inspector is responsible for the appearance and absorption performance test of the finished products. The production line is also equipped with an image detection system and a metal detector to prevent stains, dirt and metal impurities from mixing into the diapers.
Adhering to the enterprise spirit of "focusing on the health of babies and growing up with you and me", the company takes the responsibility of producing healthy and safe baby and adult hygiene products. It has passed the quality certification of "FDA" in the United States and "CE" in the European Union, and passed the GMP certification in January 2017, becoming a manufacturer of independent brand products of Metro supermarket.
Chairman Ding said that with the continuous improvement and upgrading of production technology, the increasing progress of management and the gradual improvement of market services, Li'ao will surely provide customers and consumers with more comfortable and satisfactory products and services.
Rapid development of multi-channel
With the marketing mode of "experience + service", Li'ao has been loved and recognized by more and more consumers across the country with its differentiated product demands, innovative packaging and excellent quality. It has established a sales network in more than 20 provinces and cities, including Fujian, Guangdong, Guangxi, Zhejiang, Jiangsu, Anhui, Sichuan, Yunnan, Henan, Hubei, Jiangxi, Hunan, Shandong and Tianjin. The foreign trade department of the company is responsible for the overseas sales of products. At present, the scale of export sales is about 50 million yuan. The products are exported to more than 10 countries such as Saudi Arabia, the United Arab Emirates, the Philippines, Malaysia, India, Russia, South Africa and Tanzania.
"Build a nest to attract Phoenix and carry the legend of procedures". In 2015, the company signed a contract with the famous domestic singing group "Legend of Phoenix" as the brand spokesperson of "lebei", and introduced a number of professionals in production, research and development, marketing, etc., which greatly improved the brand popularity and network coverage.
The rise and development of e-commerce and micro commerce have narrowed the gap between new and old enterprises, small and medium-sized enterprises and large enterprises in terms of sales channels, and also given new enterprises the opportunity to overtake in a curve. It is precisely because of this keen awareness that Li'ao also vigorously develops e-commerce and wechat, and boldly employs a group of post-90s young people to form an e-commerce and wechat team of more than 150 people. And in the e-commerce and wechat business sectors, it has made remarkable achievements.
"There will be times when the wind breaks through the waves, and the clouds sail straight to the sea". In 2018, Li'ao will launch three arrows at once in the fields of physical, e-commerce and wechat commerce. We have reason to believe that Fujian Li'ao paper industry will bring us greater and more surprises!
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