In recent years, the diaper industry has been developing rapidly. In order to maintain or seize market share, manufacturers have increased their investment, and for a time, the market has become wary.
As one of the four major concentration centers of the diaper industry, Fujian, especially Quanzhou, is home to hundreds of diaper manufacturing companies. Since 2015, in the fierce market competition, a number of outstanding companies with good growth prospects have emerged, and Leo Paper is one of them: it is like a dark horse in the diaper industry, galloping forward.
In an environment where many companies are complaining that the diaper business is difficult to do and make money this year, why can these companies that entered the sanitary products field develop so fast? During the traditional market off-season, it is still necessary to operate at full production capacity, or even outsource production line processing to ensure order completion?
With these questions in mind, Secretary-General Jiang Manxia of the Household Paper Committee took advantage of a business trip to Xiamen and visited Leo on August 9 at the invitation of Fujian Leo Paper Co., Ltd. to meet with Chairman Ding Qican, Deputy General Manager Lin Qingsen and supervisors Zhang Baoyu, director of R&D and quality control, had in-depth exchanges and visited the Liao factory.
Seize the opportunity to become stronger and bigger
Fujian Leo Paper Co., Ltd. is located in Quanzhou Taiwanese Investment Zone, covering an area of more than 300 acres. The company was founded in 2009 and initially had 4 production lines: 2 production lines for baby diapers, 1 each for adult diapers and nursing pads. After 2015, Leo intensively purchased 15 baby diaper production lines with higher configurations, expanding its annual production capacity to 2 billion diapers.
The company currently owns three major brands of baby diapers and adult incontinence products: “Lebei”, “Dr. Totoro” and “Bei Aining”, and has external OEM and ODM processing businesses. Since 2015, Leo’s sales have grown at an annual rate of 10%. In 2016, sales exceeded 600 million yuan, and sales this year are expected to exceed 800 million yuan. Director Ding introduced that according to Leo’s strategic plan, the annual output value will reach 1.2 billion yuan in 2018.
Different from the environment of other factories I visited in late June, when I walked into Leo Paper, I was greeted by the spacious factory layout. The four white and orange office production workshops showed a rich atmosphere under the summer sunshine. Modern vibe. There is also a five-story workshop that is also under construction in full swing. After completion, two imported equipment production lines will be installed. The finished product loading area in the middle of the factory is filled with products that will be shipped that day. Several long trucks are loading, and forklifts are busy shuttling through it. It’s a prosperous scene! People forget that this is the scorching sun in August, which is the off-season of the year for the diaper industry.
During the conversation, I learned that Chairman Ding Qican switched from outside industry to diaper production and operation business, but with his unique vision, keen insight and decisive decision-making. Since 2015, Leo has seized the opportunities brought by national policy dividends and consumption upgrades, continuously increased investment and expanded its scale, taking the lead in introducing domestically advanced diapers such as large ring waist diapers, three-dimensional hourglass suspended core diapers, and three-piece pull-up pants. Technical equipment. Guided by the market and consumers, we adopt the “experiential marketing” model, and under the guiding ideology of product differentiation and refined services, we rapidly expand the market and seize the opportunity. Due to full business, Leo also contracted 3 production lines to make up for its own lack of production capacity.
Focus on quality improvement
“The competitive shortage in the 21st century is talent, and talent is the fundamental guarantee for Li Ao’s development,” said Chairman Ding Qican. Leo has hired highly qualified professionals in the industry with high salaries in each business department, such as Mr. Tang in charge of sales, Mr. Lin in charge of production, and Mr. Zhang in charge of quality control. They have all served in many well-known brand companies in the industry. He has rich experience in the industry and promotes the rapid development of the company.
“Products speak for themselves, and quality speaks for themselves.” Leo has established a professional R&D department and introduced outstanding R&D personnel in the industry to devote itself to product innovation and improvement. In terms of quality, on-site inspection personnel are assigned to follow each shift of production for quality inspection, and strict spot checks are conducted on the raw materials entering the warehouse. Physical and microbiological index inspections are carried out in accordance with national product standards and health standards. At the same time, the company has also formulated more stringent standards to test more indicators to ensure the safety and hygiene of each Leo product: at the workshop site, each production line is also equipped with a quality inspector, and the two adjacent production lines are equipped with An inspector. Quality inspectors are responsible for testing the appearance and absorption properties of 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 being mixed into the diapers.
The company adheres to the corporate spirit of “paying attention to baby’s health, and you and I grow together” and takes the production of healthy and safe baby and adult hygiene products as its own responsibility. It has passed the US “FDA” and the EU “CE” quality certification, and passed in January 2017 Obtained GMP certification and became a manufacturer of Metro Supermarket’s own brand products.
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, Leo will certainly provide customers and consumers with more comfortable and satisfactory products and services.
Multi-channel development is rapid
With the marketing model of “experience + service” and differentiated product appeal, innovative packaging and excellent quality, Leo has been favored and recognized by more and more consumers across the country, and has established a sales network covering 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 the products, and the scale of the export part is about 50 million yuan. Products are exported to Saudi Arabia, the United Arab Emirates, the Philippines, Malaysia, India, Russia, South Africa, Tanzania and other more than 10 countries.
In 2015, the company signed the famous domestic singing group “Phoenix Legend” as the brand spokesperson of “Le Bei”, and introduced a number of professional talents in production, research and development, marketing and other aspects, which greatly improved brand awareness and network coverage.
The rise and development of e-commerce and wechat business has 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 the curve. Because of the keen awareness of this, Australia also vigorously develop e-commerce and wechat business, and boldly use a group of young people after 90 to form more than 150 e-commerce and wechat business team. And in the e-commerce, wechat business plate, has achieved an impressive hot record.
“Long wind and waves will sometimes hang the cloud sail to the sea”, in 2018, Leo will shoot three arrows in the field of entity, e-commerce and wechat business. We have reason to believe that Fujian Leo Paper will bring us greater and more surprises!