Yichuan Dongfeng: Promoting Brands by Keeping Pace with Time

Success lies in persistence. The pyramid in Egypt is so tall that only two kinds of animals can reach the top. One is the eagle, the other is snail. If we cannot be like an eagle, then we can choose to be the snail. Achieving success with diligence and perseverance.

As one of the medium-sized enterprises that are engaged in the production and further processing of brown fused alumina in Henan Province, Yichuan Dongfeng Abrasives Co., Ltd. has adhered to the developing strategy of abrasives further processing for over 20 years, devoted to the research, development, and innovation of new and high-end products, which achieved new accomplishments.

Innovation Drives Development

A good enterprise should adjust according to the changeable situation and wait for opportunities. Since 1986 when Dongfeng Abrasives was founded, it survived due to it's adaptability. Yichuan Dongfeng is quite familiar with the importance of product structure reform and adjust the proportion among different products based on national policies, customer demand, and market structure changes. At the very beginning, Dongfeng mainly produced ordinary abrasives, then sintered abrasives, and coated abrasives. Each product structure adjustment is a positive response to the market changes.

Innovation comes from the sensitive capture for the future demand. In 2013, Zhong Wanjiang, the general manager of Dongfeng, predicted that the era of middle and high temperature sintered coated abrasives was about to come. Only one years later, sintered coated abrasives became instant popular. The demand surged. According to Zhong, compared with ordinary abrasives, coated abrasives has three advantages in performance:

1. It can enhance the adhesive force among abrasives, bonding agents, and meshes.
2. After the sintering process, it's toughness is greatly enhanced, the same goes for it's efficiency.
3. The abrasives' surface is coated with a layer of ceramic compound, which strengthens the abrasives' thermal diffusivity.

Dongfeng does not only possess experienced product R&D team, but also has established cooperation with colleges and institutes to effectively combine resources, which is good for innovation and the progress in abrasives industry.

Referring to the sales in the first half of 2014, Zhong told us that Yichuan Dongfeng has seen an decline mainly caused by the sluggish market. Since the company made timely adjustment according to market demand. Therefore, although the sales volume has decreased, the output value has improved compared to last year.

Environmental Protection Goes First

Environmental Protection has been an unavoidable issue in industries, especially the manufacturing industry. Many companies are lack of environmental awareness, thinking that environmental protection is money-concuming and cannot lead directly to economic effectiveness. In traditional views, to cater to environmental protection policy, companies bring in new technologies or equipment may have an negative influence on the profits, and will definitely affect company development. However, Dongfeng Abrasives can't agree. Attaching importance to environmental protection is an indispensable part during production. Dongfeng Abrasives has been active in response to the national environmental protection policy. The environmental work had not only reduced the external cost, but also helped the company gain more profits in a long time.

Different from the noisy and dusty abrasives factories, Dongfeng's plant is clean, tidy, and ordered. Zhong revealed that the company has brought in a set of costly dust removal equipment and now the plant is almost dust-free. Dongfeng also adopted the industrial vacuum cleaners.

Zhong said that clients from developed western countries have a strict requirement for production environment. If the environment is not qualified, they will not cooperate. With the development of China's economy and the improvement of companies' competitiveness, adjusting industry structure and achieve low carbon, environmental protection, and energy-saving are imperative.

A Win-Win Situation

Each cost-effective product is the perfect reflection of a company. Dongfeng abrasives has its independent brand—"Li", which is of superior quality, stable performance, and received credibility among customers.

The development of an enterprise is a matter of "interaction". For sales and profits, Zhong has his unique understanding. He puts great emphasis on attitude. When a customer is in need of help, the first thing to do is to help the customer. For companies, recognition from customers signifies further development. For customers, better services and goods can help them improve themselves. Thus a win-win situation is achieved. Dongfeng Abrasives also attaches importance on staff training. The company regards the employees as invaluable treasure for its development.

Keeping pace with the times and developing high-end products, Yichuan Dongfeng strongly believes that a company that has a sense of social responsibility is full of vitality and will go further.