DEERFOS: New Change, New Journey

"In the past five years, DEERFOS is not satisfied with their sales performance in China, which is exactly the reason that DEERFOS decided to make change."

Interviewee: Qin Hejun 
Title: General Sales Manager
Company: DEERFOS (Hangzhou) Abrade Co., Ltd 

To DEERFOS, 2013 was a vital year, because DEERFOS made big adjustment to address depressed market and bright future. 

That "big adjustment" indicated that, from May of 2013, instead of through Tianjin Korea Abrasives Agent to sell products in China, DEERFOS Hangzhou factory has determined to establish their own sales team to sell products directly, which is not only a chance but also a challenge to DEERFOS. In 2014, their sales team will use their new attitude to meet all challenge bravely. 

For their new journey, DEERFOS (Hangzhou) Abrade Co., Ltd has developed various new products, such as SG DISC, Ceramic Series, Precision grinding Series (Prizma) and Accumulation of abrasives (Compact Grain). All of them are rare in abrasives industry and even cannot be seen in Chinese market. Undoubtedly, these products will broaden new market for DEERFOS. 

It is admitted that, compared with brand fame of DEERFOS, the market share of DEERFOS is relatively low. In the past five years, DEERFOS is not satisfied with their sales performance in China, which is exactly the reason that DEERFOS decided to make change. 

General sales manager Qin Hejun said that, DEERFOS is a Korean - owned enterprises, and its brunches in Korean and overseas have experienced several transitional stages. Accordingly, he believes that DEERFOS has ability to deal with and overcome difficulties in transitions. Although they face crisis, they still have confidence in their strength.

For 50 years, DEERFOS has been dedicated to producing and developing coated abrasives. As for the quality stability, DEERFOS has strict and increasingly rich guarantee system and technology. In the meantime, DEERFOS has continuously developed new type of high-end products to meet market requirement and push technology advance. 

At present, many domestic abrasives manufacturers begin to increase investment in adding new devices and expanding enterprise scale for the purpose of producing higher end production. Because there is few profit in low end market. For better development, those abrasives manufacturers have to make change. 

Therefore there is a must for DEERFOS to make change. Abrasives manufacturers hold that China abrasives market is huge and almost equals to the sum of North America, Central and South America. The goal of DEERFOS is to rank third in coated abrasives in the global market. To achieve this goal, general sales manage Qin Hejun said that it is necessary to take certain market share in China. 

Based on well preparation, DEERFOS plans to introduce high end productions in 2014 to China abrasives market, mainly including accumulation abrasives series and ceramic abrasive series. In their opinions, the launch of those high-end products is bound to roll up a storm in abrasives industry. Meanwhile, abrasives industry will finally go to the prosperity in the fierce competition brought by high-end abrasives products. 

With regard to future, DEERFOS is full of confidence and ambition — by 2017, DEERFOS plans to rank first in import market of China abrasives industry. Such a goal clearly indicates their ambition, and now is it a moment for domestic abrasives manufacturers to move forward?