Anhui Amway Synthetic Leather: Active Change, Main Technology Innovation

"Every morning, we must quarrel with the director who is in charge of domestic sales."

Chen Maoxiang explained with a smile.

As assistant general manager of Anhui Amway synthetic leather company, Chen manages the export business of the company, but this year, it has found that orders are too many, and the two heads of sales should rush for their customers.

It is understood that at present, Amway synthetic leather in Anhui has developed the customers of shoes, bags and sofa manufacturers in 52 countries and regions of the world. Through exhibitions and visits, these customers are impressed by the quality of Amway synthetic leather products.

Mr. Yao Heping, general manager of the company, humorously told reporters that the synthetic leather produced by Amway would be paved on the road at a width of 1.4 meters for two days to Nanjing and a week to Shanghai.

But such production speed is still difficult to fully meet customer needs.

"The total sales volume in 2007 will reach 1 billion yuan, and will continue to maintain more than 20% growth in recent years."

Yao Heping said that the company is further accelerating the pace of technological pformation and expansion, so as to achieve the target of 1 billion 500 million yuan per year by the end of 2010.

Although Amway has the glorious history of "Anhui's first foreign enterprise", it has won the "industry champion" in terms of technology, market coverage, product categories and benefits.

Yao is still very modest about this. He jokes that Amway is just "a big fish in the river".

In fact, people who understand the history of Amway know that the current situation is hard won.

Before 2000, the annual sales volume of Amway still lingered at the level of two hundred million yuan, and even a collective job hopping happened for the technical team.

"Most of the domestic manufacturers of shoes, bags, and sofa are concentrated in the coastal areas of Jiangsu and Zhejiang provinces, where the synthetic leather enterprises are closer to the market than the raw materials.

Yao Heping said, therefore, Amway opened up a breakthrough path, eyeing the more competitive international market.

"Like a race, the distance between Jiangsu and Zhejiang has been reduced."

A senior manager of Amway said frankly that in order to avoid the domestic war, Amway chose to compete with world-class enterprises, and exercised and improved itself on the "world runway", thus gradually becoming the champion of the domestic industry.

To enter the international market, the first problem Amway faces is technology.

With the technical level of Amway at that time, it is difficult to compare with the synthetic leather enterprises of Japan, Korea and Italy that possess monopoly technological advantages.

Therefore, Amway actively seeks to "change" and attack technological innovation.

R & D investment accounts for about 8% of sales revenue, far higher than the 3% level of the same industry.

According to the introduction, through the concerted efforts of management, technology and sales team, Amway has successively developed new products and technologies, such as high stripping, hydrolysis resistant, non-woven polyurethane synthetic leather, new high quality super soft polyurethane polymer synthetic leather, etc., breaking rapidly the technical barriers of the world's leading enterprises, and forming strong competitiveness in the international market with products closely related to customers' needs.

At present, including UMBRO, Reebok and other international brands have become Amway's partners.