以质取胜，决战高端市场
Quality Beats in the High End Market Competition
-----------访新泽石材董事长王建灵先生
An Interview with
Wang Jianling, President of Ace Stone
编译：Jenny Hu
背景介绍：中国厦门新泽石材有限公司创办于1991年，经过十多年的不懈努力和用心经营，现已发展为颇具规模的现代企业，以生产出口建筑石材产品为主，是一家集商贸、加工为一体的多元化石材专业工贸企业。高质量的产品、准时的交期、优惠的价格是新泽能在日益激烈的石材市场中不断发展壮大的法宝。
Introduction: Ace Stone(
Xiamen) Co., Ltd. was established in 1991, which have developed to a modern enterprise under all of the staff’s hard-working and high management’s up-to-date decision-making through out more than a decade’s time. It is a professional stone processing company/factory that also includes trading in the building material. High quality, good delivery time and competitive price are the key factors of the company to develop and grow continuously in the stone market.
编者：王总，您好！请先给我介绍一下您是什么时候开始接触石材的，取得今天的成就，期间一定付出了许多，可以跟我们谈谈吗？谢谢！
Editor: Hello, Mr. Wang. Could you tell us when you started to get involved in the stone business? Thank you.
王：我从1989年开始从事石材进出口行业。当时主要是将623，603这几种比较传统的石材出口到日本，台湾。因为当时中国石材才起步，福建大概只有不超过5家的工厂，出口成品很少，可以说几乎没有。经过十几年的发展，现在已经有上千家的石材公司。我们公司也在这十几年发展中累积了不少经验。
Wang: I started this business in 1989 when stone trading was mainly the export of Chinese granite of G623and G603 to Japan and
Taiwan. At the very beginning of Chinese stone industry, there were less than 5 factories in
Fujian province and very few, almost none, finished stone products were exported. But now (as the industry grows) there are more than thousands of stone companies. Our company gained a lot of experiences during the development period.
编者：据了解贵公司在日韩市场尤为突出，能为我们浅析一下那边的情况吗？随着日韩市场的逐渐饱和以及竞争的加剧，贵公司将会有什么举措？面对国内日益增长的石材市场需求，贵公司是否会考虑内销呢？
Editor: You company does good business in Japanese and Korean markets, could you tell us why and give us some analysis about the situation there?
What measures would you take when facing up with the almost saturated market and hectic competition nowadays? And the domestic stone market is also growing in fast pace, does your company also want to get into the domestic sales?
王：众所周知，日本是比较严谨的一个国家，他们对产品质量要求很高，同时他们的价位也是比较高的。对待日本客户，每一个细节都要按照他们的要求去严格执行。而韩国的客户，他们的价位就比较低一点。现在不止日韩市场竞争激烈，应该说整个市场都很激烈，石材行业已经进入微利时代，而我们要做的，严格做好品质控管，我们有两个工厂，其中的大理石车间规模不大，只有1000多平方，主要是针对日本市场，但是我们的加工水平是很强的。日本客户来参观过我们的工厂，对我们的技术赞不绝口。我们的出口量不是最大，但是质量绝对是最好的。同时，我们也不断开发新产品，为客户提供优质服务，为我们的产品增加附加值。现在国内石材市场的需求在不断增长，而且随着国内消费水平的上升，房地产市场的不断走高，建筑市场的潜力很大。消费者对高级石材的购买力增强，这个对我们来说是一个很好的商机。其实我们已经有尝试把石头销往国内，比如说厦门的顶级豪宅爱情海独栋别墅和台湾山庄的外墙都是我们提供的。我相信，随着中国经济水平的不断增长，中国市场也会越做越大，越做越好。
Wang: As we know, Japanese are very strict and they have very high
requirements (on the products) hence the price is high too. We have to specifically follow their requirements and pay great attention to every detail (during the production process). While the Korean customers give more emphasize on low price. In fact the fierce competition not only exists in the Japanese and Korean markets but in the global market too. It is the slim-profit time in the stone industry nowadays. What we have to do is to implement strict quality control. We have two factories. The marble workshop is small--only 1,000 m2 which was built specially for the Japanese market, but our processing level and marble quality has got very high comments from our Japanese customers when they visited our factory. Our export sale is not the best in quantity but in the quality for sure. Meanwhile, we always try to develop new products in order to add more values on our stone products trading and optimize our services for the clients. As the real estate industry continues to boom and the purchasing power on high-quality stone gets stronger, it results in great demand in the stone materials supply to the domestic market. The big potential from real estate industry is a very good business opportunity for us. Actually we have already supplied to some villa projects in Xiamen such as Taiwan Manor and the luxurious premier villa
Aegean. I believe, as
China’s economy continues to develop, domestic market will also
become more and more prosperous.
编者：国外客商对品质和服务的环节尤为注重，在这方面贵公司有何独到之处？
Editor: Is there any outstanding specialties in your company’s quality and service?
王：以日本客户为例，他们一幢大楼的设计图纸起码有几百张，每个转角，窗沿这些微小的地方都有详细要求，稍微不符合要求就装不上去。工程外墙的每一块石头都有编号，虽然规格一样，但是加工技艺要求是不一样的。所以要全方位地了解客人的需求，才能做到尽善尽美。我们公司为了准确地了解客户需求，还特地从日本聘请了一位石材专家来担任公司的副总经理。
Wang: Ok. Take our Japanese clients as an example; the drawings for a building project can be up to hundreds of pages. They have very specific and strict requirements on even a small corner or windowsill. Even a tiny error during the production can fail the whole application. Each piece of the stone tile for the wall cladding has its own number. Though the sizes are the same but the surface finish and the processing techniques are different. Only after you understand all the requirements thoroughly and correctly you can accomplish the work with satisfaction and perfection. We also specially hire a Japanese director to co-operate with our company
in order to intensify this ability.
编者：作为集加工贸易为一体的经营体系的公司，您是如何来管理您的团队呢？
Editor: How did you manage your team?
王：首先要严谨。我们要求不管是管理者还是员工，一定要认真对待自己的工作。我们强调的是失败没有理由，失败就是失败，不能为失败找一些客观原因，要从失败中吸取教训避免下次犯同样错误。当然，这不意味着我们公司工作环境是很严肃没有乐趣的。我们公司的口号是：“用心工作，开心生活”。公司每天都有休息时间，我们会为员工过生日，还不时组织员工去旅游，使公司像一个大家庭，而每一个员工是家里的一份子。我们努力为员工创造一个和谐的工作氛围，使员工产生归属感，工作起来更有干劲。
Wang: Serious-minded is the primary requirement here in our company not only to our staffs but also to our managing directors. Failures are as they are. No excuses. We emphasize that we should learn our lessons from failures and avoid the same mistake for the second time. However, this doesn’t mean our working environment is stern without fun. “Work hard, play hard” is set to be our company’s slogan. We have several coffee breaks during the day; we celebrate each staff’s birthday in the
office; we also organize travels and outdoor activities from time to time. We would like to make the company a family and each staff a member of this big family. By creating a harmonious working environment, our staffs would gain a sense of belonging in the company and thus work even harder.
编者：据我们了解贵公司主要是经营建筑石材的，那么在与国外建筑单位配合时有没有遇到什么困难呢？
Editor: Have you ever encountered any difficulties when co-operating with foreign construction companies or contractors?
王：我们主要是提供建筑材料，只要石头达到施工要求，基本上没有什么困难。但是达到施工要求，也不是那么容易，有的客户要求很高甚至要求石材的纹路。香格里拉酒店，日本的半岛酒店，新加坡国立大学还有韩国的三星集团总部会议中心等等，这些都是我们承接的项目。大部分企业不敢接日本的大理石加工项目，因为他们的索赔率是很高的，但是我们就可以很自豪地说我们几乎没有索赔。
Wang: We mainly supply the materials. As long as the material is applicable to the on-spot installation there’s few difficulties. But, to achieve that is not easy task, especially when client’s requirement is made on the stone’s veins. Shangri-La Hotel, Peninsula Hotel in Japan, Singapore’s National University, Conference Center of Samsung’s
headquarter in Korea, etc. are some of the prominent projects we undertook. Most companies won’t take Japanese marble processing project just because the rate of their claims for compensation is very high. But our company can be proud to say we have few claims on that.
编者：退税的取消对石材出口商影响尤为大，不知道您是如何看待的呢？
Editor: The cancellation of returned tax on stone export has great impact on the stone companies, what do you think of that?
王：确实，随着现在出口退税的取消，还有人民币的增值，石材市场的形势越来越严峻。只要有生意就会存在竞争。我们要做的就是如何在竞争中脱颖而出。在做好自己的本质工作如：控制产品品质，提供优质服务的同时，还要努力寻求新的发展。现在我们公司正在寻找新的矿山，希望能以新的产品来满足客户多种的需求，特别是今年的黑色材料比较紧张，我们推出新品---新泽黑。现在的石材业已经进入了薄利时代，我们要尽量避免低价竞争，价格战无论对我们公司，还是整个市场来说都是弊大于利的。如何树立品牌，并且把这个品牌做大做好成为消费者心目中的名牌，这才是我们现在迫切要做的事。我们公司在西班牙成立办事处并且与西班牙高级石材工程师
和大学教授合作开拓西班牙市场。接下来准备成立自己的施工队，扩展施工市场。这样，我们就能集加工，材料，贸易，施工于一身，不仅为客户提供
一条龙的服务，而且也增强我们的竞争力。Wang: Indeed, as the government cancelled this returned tax and the RMB currency is continuing to be revaluated the situation of stone market is getting harder and harder. Competition exists whenever there’s business out there. We can only survive if we are outstanding. We always exert to look for new opportunities when fulfilling our job on good quality control and refined service at the same time. Right now we are sourcing for new quarries in order to satisfy our clients multiple needs. Under the circumstance that the market is in great lack of black granite this year, we develop our new black material—Ace Black. As the stone industry has stepped into the slim-profit period, we should try to avoid the “price competition” which surely has more harms than benefits not only to individual company but to the whole market. What we urgently have to do is how to create our own brand and make it a renowned one in the market. Our company has established a representative office in
Spain and we work together with Spanish senior engineers and college professors to develop the local market there. Our further step is to set up our own installation team to enable us to be more competitive and to offer complete sets of services.
编者：贵公司屡次出国参展，能说说您的感受和经验吗？
Editor: Could you tell us what your impressions and experiences are after participating in many stone fairs overseas?
王：其实出国参展主要是为了寻找新客户，而且能对老客户进行回访。客户的反馈是我们不断完善自己的动力。其实出国参展投资比较大，我们很希望国内的展会能够办大办好，办成和美国奥兰多，德国纽伦堡和意大利石材展一样的国际知名展会。这样我们就可以不用走出家门就和国外客商联系，也为我们企业节省了资金。随着中国石材业的不断发展，我们中国的展会也会越办越好的。比如说2007年的厦门石材展就有很多专业的买家来参加，其中有不少是带着订单来参展的。随着时间和经验的不断增长，厦门展会越办越好的，我们对此深有信心。
Wang: The main purpose to attend overseas fairs is to develop new customers and also pay back a visit to existed ones. Our motivation to improve our service comes from customers’ feedbacks. Actually the investment in an overseas show is quite big so we hope that our domestic fairs can grow better and become as renowned as the other international ones like Coverings in The U.S. and other shows in Germany and
Italy. In this case, we don’t need to go abroad but stay home to welcome visitors and customers at the show which will also save up big sum of money. I have confidence on that as Chinese stone industry develops. For instance,
2007 Xiamen Stone Fair last year was quite successful. There were many professional stone buyers taking part in this event and some of them even came with orders in hand. As time passes by Xiamen Fair will surely become one of the best in the world.
编者：谢谢您接受我们的访问。
Editor: Thank you for your time with us.