用靈活管理，做優(yōu)質(zhì)品牌(源于歐洲，扎根中國(guó))
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——艾格魯（AGRU）高品質(zhì)塑料制品的中國(guó)之路
艾格魯從05年進(jìn)入中國(guó)至今，一直致力于產(chǎn)品的高品質(zhì)的高端市場(chǎng)，為了能讓業(yè)界的用戶對(duì)艾格魯有深入的了解，并對(duì)艾格魯今后將如何在中國(guó)進(jìn)行市場(chǎng)拓展，有更深的認(rèn)識(shí),我們有幸采訪到艾格魯?shù)闹袊?guó)區(qū)負(fù)責(zé)人Peter Gruber先生。
AGRU Kunststofftechnik GmbH is a potential Austrian company with great reputation both at home and abroad. Since its first entering China in 2005,it has been committed to high-end market and has achieved great success. Today, we have the great honor to interview the head of AGRU in the Chinese district, Mr. Peter Gruber, in the hope that industry users of AGRU’s could have a deeper understanding of AGRU and how AGRU will develop its future market in China. Now, Let’s welcome Mr. Peter Gruber to give us the answer.
谷騰水網(wǎng)：AGRU進(jìn)入中國(guó)市場(chǎng)三年多，有些行業(yè)用戶對(duì)AGRU還不是十分了解，請(qǐng)介紹一下AGRU的背景以及這幾年在中國(guó)市場(chǎng)的發(fā)展情況。
(Though AGRU has entered the Chinese market for more than three years, some industry users still do not know very well about your company. Could you introduce AGRU’s background and its development in Chinese market during the past few years?)
Peter Gruber：太倉AGRU塑料制品有限公司是一家奧地利獨(dú)資企業(yè)。自2005年落戶太倉以來，各方面都取得了顯著的發(fā)展。雖然有些用戶仍未充分意識(shí)到我們的高品質(zhì)產(chǎn)品，但我們發(fā)現(xiàn)無論是我們的中國(guó)用戶還是他們對(duì)于使用高質(zhì)量產(chǎn)品的意識(shí)都有了巨大的提高。當(dāng)然，我們也常常面臨成本問題，但我們產(chǎn)品極強(qiáng)的安全性能為我們贏得了客戶的廣泛認(rèn)可。中國(guó)客戶的質(zhì)量意識(shí)正在顯著提高，大多數(shù)終端用戶所需要的是經(jīng)久耐用的產(chǎn)品。做到這一點(diǎn)的確很難，但我們已經(jīng)運(yùn)行在正確的軌道上了。
Taicang AGRU Plastics Co., Ltd., a wholly foreign owned company by AGRU Austria has been established in 2005 and since then saw a remarkable development. It is right that some users are not fully aware of our high quality products, but since the beginning of our presence in China we saw an enormous improvement of both our customers and the general awareness to use high quality products. We are often confronted with cost issues but once the customer understands the huge advantage of a safer product, we got a chance. The Chinese quality awareness is getting better very quickly and a durable solution for decades is the target of most end users. It has been hard indeed, and it still is, but we are on the right track.
谷騰水網(wǎng)：作為一家擁有60多年發(fā)展歷史的世界塑料制品先驅(qū)企業(yè)，您認(rèn)為讓AGRU保持永續(xù)經(jīng)營(yíng)的核心因素是什么？
(As the world’s plastics pioneer, AGRU is a company with more than 60 years development history. What do you think is the core element for AGRU to maintain its speedy and sustainable development?)
Peter Gruber：艾格魯是塑料產(chǎn)品制造業(yè)的先驅(qū)，我們的品牌在世界各地家喻戶曉。我們的產(chǎn)品用于多種應(yīng)用領(lǐng)域，如半導(dǎo)體，環(huán)保和醫(yī)藥領(lǐng)域以及新的高科技產(chǎn)業(yè)如照片voltaic和多晶硅工廠。除此之外，我們的產(chǎn)品還用于基礎(chǔ)設(shè)施項(xiàng)目，例如重新襯砌損壞地下混凝土管道廢水運(yùn)輸。
AGRU belongs to the pioneers in manufacturing plastic products and we became a world famous brand in most places in the world. Our products are used in a variety of application fields, such as semi-conductor, environmental and pharmaceutical industry as well as new high tech industries like photo voltaic and poly-silicon factories. Besides them our products are furthermore used in infrastructure projects, for instance for re-lining of damaged underground concrete pipes for waste water transport.
谷騰水網(wǎng)：中國(guó)是一個(gè)非常具有自身特點(diǎn)的市場(chǎng)，AGRU是如何做好自己的定位并展開適合中國(guó)市場(chǎng)的營(yíng)銷策略，您曾經(jīng)說過，設(shè)備和員工進(jìn)入中國(guó)大陸是AGRU順利進(jìn)入中國(guó)市場(chǎng)的關(guān)鍵，如何理解這句話？
(Since China is a great market with its own characteristics, how does ARGU do a good job of positioning itself and initiate suitable marketing strategies for the Chinese market? Mr. Peter Gruber, you once said that, the key to smoothly enter the Chinese market for AGRU is to let its equipment and staff enter the market. How to understand this sentence?)
Peter Gruber：的確，員工是我們公司最大的財(cái)富。他們的奉獻(xiàn)精神以及品牌意識(shí)與我們高端產(chǎn)品同樣的重要。
Indeed the employees are our companies’ biggest value. Their commitment and brand awareness is as important as the high-end product itself.
谷騰水網(wǎng)：AGRU與同類進(jìn)口品牌相比，有哪些優(yōu)勢(shì)呢？
(Compared with other similar imported brands, what are AGRU’s advantages?)
Peter Gruber：我們有一個(gè)龐大的產(chǎn)品范圍，包括管道、配件、閥門、混凝土襯砌系統(tǒng)，屋面襯板和地理環(huán)境的保護(hù)膜。這一系列產(chǎn)品將我們與其他許多其他國(guó)家區(qū)分開來。我們?cè)谒、氣管理，能源工業(yè)，化學(xué)與重工業(yè)，半導(dǎo)體和制藥行業(yè)，坦克和器具建設(shè)，飛機(jī)，造船工業(yè)，采礦業(yè)，建筑，地下工程和垃圾填埋場(chǎng)和水利水電工程等應(yīng)用領(lǐng)域具有很大的優(yōu)勢(shì)。
We have a huge range of products, consisting of pipes/fittings/valves but also sheets, concrete lining systems, roofing liners and geo-membranes for environmental protection. This range of products distinguishes us from many others. We are strong in a variety of applications fields, like water/gas management, energy industry, chemical & heavy industry, semiconductor and pharmaceutical industry, tank and apparatus construction, airplane and shipbuilding industry, mining industry, building construction, underground engineering and landfill and hydraulic engineering.
谷騰水網(wǎng)：我們看到AGRU也非常重視自己的產(chǎn)品在中國(guó)環(huán)保技術(shù)領(lǐng)域的應(yīng)用和推廣，能否透露這是出于什么樣的考慮？
(We are very happy to see that AGRU has also attached great importance to the application and promotion of environmental protection while manufacturing its own products in China. Could you tell us what is your consideration while doing so?)
Peter Gruber：我們制造的產(chǎn)品是有助于保護(hù)環(huán)境，如我們制造的雙重遏制管道系統(tǒng)可以用作運(yùn)輸高度腐蝕性的介質(zhì)，同時(shí)由于它附有遏制管，可以防止意外泄漏，起到保護(hù)環(huán)境的作用。這些產(chǎn)品安裝在生態(tài)敏感地區(qū)，包括地下，地面或以上的工作領(lǐng)域，以保護(hù)人民。
Well, we manufacture products with the aim to protect the environment. As an example we produce double containment piping systems for the transport of highly corrosive and aggressive media but with a containment pipe to protect the environment in case of a unexpected leakage. These products are installed in ecological sensitive areas, both underground, above ground or above working areas to protect people.
谷騰水網(wǎng)：目前，AGRU在中國(guó)市場(chǎng)的銷售取得了哪些戰(zhàn)績(jī)，接下來有怎樣的規(guī)劃。
(At present, what sales records has AGRU achieved in the Chinese market, and what is AGRU’s future planning?)
Peter Gruber：自2005年成立以來，我們每年的營(yíng)業(yè)額都成倍增長(zhǎng)。它表明我們?cè)诖箨懲顿Y的決定是正確的。我們的目標(biāo)是在未來幾年內(nèi)繼續(xù)擴(kuò)大投資和提高品牌認(rèn)知度。
Since the establishment in 2005 we could almost double the sales turnover annually. It shows us the decision to invest in China to be closer with potential customers was good. We target to continue our expansion and brand recognition within the next years.
谷騰水網(wǎng)：您覺得目前在開展中國(guó)市場(chǎng)的過程中，還存在著什么樣的阻力對(duì)AGRU的發(fā)展有著影響？
(In the process of carrying out the current Chinese market, are there any obstacles at the present time that may inference AGRU’s development? What are they?)
Peter Gruber：還有很多潛在的客戶不完全相信塑料可以代替鋼材使用。因此，說服客戶從使用鋼鐵產(chǎn)品轉(zhuǎn)向使用塑料產(chǎn)品是我們的主要障礙。同時(shí)，國(guó)內(nèi)生產(chǎn)的塑料產(chǎn)品的價(jià)格也較低，但是我們的產(chǎn)品當(dāng)然占有質(zhì)量?jī)?yōu)勢(shì)。我們以培訓(xùn)、研討會(huì)和文獻(xiàn)的形式為我們的用戶傳達(dá)相應(yīng)的信息，以便使他們有足夠的信心使用我們的產(chǎn)品。
Still a lot of potential clients are not fully convinced of using plastic instead of steel products. To convince the clients of changing from steel to plastic is our major barrier. Then there are domestic plastic products which are manufactured cheap, but of course with different quality. We inform and wise up people by trainings, seminars and literature in order to give them enough confidence using our products.
谷騰水網(wǎng)：AGRU是一家族企業(yè)，有哪些成功的經(jīng)驗(yàn)?zāi)芘c中國(guó)式家族企業(yè)分享呢？
(AGRU is a family business can you share some of your successful experience with our Chinese-style family business?)
Peter Gruber：我們的經(jīng)營(yíng)理念代代相傳，并不斷地使每一位員工的工作環(huán)境變得更好。一個(gè)公司的發(fā)展與每個(gè)員工的貢獻(xiàn)密不可分。由于我們是一個(gè)家族企業(yè)，我們的決策速度比其他公司都快，因此我們感到非常靈活。
We transfer the business philosophy from one generation to the next one and constantly try to make the working environment for every single employee better. A company grows with the contribution of each employee. Since we are a family business we are very flexible as decisions are eventually made faster than in other companies.
