Innovation and Service Smelting Outstanding Products——Affirmation of the Implementation of Famous Brand Strategy by Xiangfan Catalyst Co., Ltd.
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Self-pressurized brand name
The company's brand-name management began in 2002. As the largest supplier of vanadium catalysts for sulfuric acid in the country, they have a market share of 35% of the country and can fully seek stability on a step-by-step basis. The implementation of a brand-name strategy means increasing investment and even undertaking unpredictable market risks. However, after thorough market research, they believe that with the acceleration of global economic integration, companies must continue to surpass themselves. Taking the road of brand name management will temporarily sacrifice some interests, but the establishment of a fine brand name image will inevitably bring about new development for the company.
In order to achieve the goal of the brand strategy, in the past three years, the company has been “developing each catalyst into fine products†as the development direction, and continuously improving and improving the performance of the catalyst products. According to the requirements of the catalysts used for the production of acid from tailings from non-ferrous smelting plants, they independently developed large-particle and plum-like vanadium catalysts, bringing the market share of the products to 60%. In view of the declining quality of diatomite, they used special refining techniques to improve the overall performance of the catalyst and its activity. They also boldly improved their technological formulas and added vanadium and other additives to make vanadium catalysts reach the international advanced level and become the first alternative imported products in this field. In 2003, they also set up research teams to develop new vanadium and antimony catalysts for the production of new environmentally friendly sulfuric acid, which increased the added value of the products and broadened the field of use.
Pay attention to the combination of production, education and research
Jingxin Company is good at relying on the technical support of scientific research institutes to promote the upgrading of product development. They hired many experts from Nanjing Chemical Research Institute to serve as long-term technical consultants, and regularly went to the factory to conduct technical guidance and solve technological problems. They cooperated with Wuhan University of Technology to improve product performance through the application of nanotechnology in the production process. After the joint development of the hydrogenation catalyst and the high-temperature NT-based catalyst with the Institute of Chemistry at Wuhan University, these two leading domestic products were sold out. Users respond well.
Continuous technological innovation has laid the cornerstone of the company's road to brand name management. In the past 3 years, Jingxin Company has used 20% of its annual profit for R&D. Every year, a number of new products have been launched. Many of them have independent intellectual property rights and receive national, provincial, and municipal scientific and technological progress awards. The continuous improvement of internal quality and brand name effect has constantly injected new impetus into the leap-forward development of enterprises.
Fulfill service commitment
Jingxin is good at connecting products with customer needs through active communication and optimized services. They fully utilize the forms of business representatives, customer representatives, and service representatives. They actively communicate with customers in all aspects before the sale and tailor the raw material configuration, product usage, and product packaging solutions according to the characteristics of the customer's device. If the customer is using it for the first time, from the catalyst loading to the production of qualified products, they will provide 24-hour on-site service. If customers have problems using the products, they are rushed to the scene in the first time... A series of perfect services not only consolidate the old users, but also greatly enhance the brand's impact on the potential market and attract new customers.
Through the implementation of the brand strategy, the sales revenue of the company continues to grow at a rate of more than 25% per year, and the domestic market share of products continues to rise. The vanadium catalyst has increased by 5 percentage points, the methanol catalyst has increased by 10%, and has remained at the top of the industry.
