用灵活管理，做优质品牌(源于欧洲，扎根中国)
来源： 阅读：3731 更新时间：2009-04-02 10:21.jpg) |
——艾格鲁（AGRU）高品质塑料制品的中国之路
艾格鲁从05年进入中国至今，一直致力于产品的高品质的高端市场，为了能让业界的用户对艾格鲁有深入的了解，并对艾格鲁今后将如何在中国进行市场拓展，有更深的认识,我们有幸采访到艾格鲁的中国区负责人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.
谷腾水网：AGRU进入中国市场三年多，有些行业用户对AGRU还不是十分了解，请介绍一下AGRU的背景以及这几年在中国市场的发展情况。
(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：太仓AGRU塑料制品有限公司是一家奥地利独资企业。自2005年落户太仓以来，各方面都取得了显著的发展。虽然有些用户仍未充分意识到我们的高品质产品，但我们发现无论是我们的中国用户还是他们对于使用高质量产品的意识都有了巨大的提高。当然，我们也常常面临成本问题，但我们产品极强的安全性能为我们赢得了客户的广泛认可。中国客户的质量意识正在显著提高，大多数终端用户所需要的是经久耐用的产品。做到这一点的确很难，但我们已经运行在正确的轨道上了。
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.
谷腾水网：作为一家拥有60多年发展历史的世界塑料制品先驱企业，您认为让AGRU保持永续经营的核心因素是什么？
(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：艾格鲁是塑料产品制造业的先驱，我们的品牌在世界各地家喻户晓。我们的产品用于多种应用领域，如半导体，环保和医药领域以及新的高科技产业如照片voltaic和多晶硅工厂。除此之外，我们的产品还用于基础设施项目，例如重新衬砌损坏地下混凝土管道废水运输。
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.
谷腾水网：中国是一个非常具有自身特点的市场，AGRU是如何做好自己的定位并展开适合中国市场的营销策略，您曾经说过，设备和员工进入中国大陆是AGRU顺利进入中国市场的关键，如何理解这句话？
(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：的确，员工是我们公司最大的财富。他们的奉献精神以及品牌意识与我们高端产品同样的重要。
Indeed the employees are our companies’ biggest value. Their commitment and brand awareness is as important as the high-end product itself.
谷腾水网：AGRU与同类进口品牌相比，有哪些优势呢？
(Compared with other similar imported brands, what are AGRU’s advantages?)
Peter Gruber：我们有一个庞大的产品范围，包括管道、配件、阀门、混凝土衬砌系统，屋面衬板和地理环境的保护膜。这一系列产品将我们与其他许多其他国家区分开来。我们在水、气管理，能源工业，化学与重工业，半导体和制药行业，坦克和器具建设，飞机，造船工业，采矿业，建筑，地下工程和垃圾填埋场和水利水电工程等应用领域具有很大的优势。
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.
谷腾水网：我们看到AGRU也非常重视自己的产品在中国环保技术领域的应用和推广，能否透露这是出于什么样的考虑？
(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：我们制造的产品是有助于保护环境，如我们制造的双重遏制管道系统可以用作运输高度腐蚀性的介质，同时由于它附有遏制管，可以防止意外泄漏，起到保护环境的作用。这些产品安装在生态敏感地区，包括地下，地面或以上的工作领域，以保护人民。
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.
谷腾水网：目前，AGRU在中国市场的销售取得了哪些战绩，接下来有怎样的规划。
(At present, what sales records has AGRU achieved in the Chinese market, and what is AGRU’s future planning?)
Peter Gruber：自2005年成立以来，我们每年的营业额都成倍增长。它表明我们在大陆投资的决定是正确的。我们的目标是在未来几年内继续扩大投资和提高品牌认知度。
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.
谷腾水网：您觉得目前在开展中国市场的过程中，还存在着什么样的阻力对AGRU的发展有着影响？
(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：还有很多潜在的客户不完全相信塑料可以代替钢材使用。因此，说服客户从使用钢铁产品转向使用塑料产品是我们的主要障碍。同时，国内生产的塑料产品的价格也较低，但是我们的产品当然占有质量优势。我们以培训、研讨会和文献的形式为我们的用户传达相应的信息，以便使他们有足够的信心使用我们的产品。
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.
谷腾水网：AGRU是一家族企业，有哪些成功的经验能与中国式家族企业分享呢？
(AGRU is a family business can you share some of your successful experience with our Chinese-style family business?)
Peter Gruber：我们的经营理念代代相传，并不断地使每一位员工的工作环境变得更好。一个公司的发展与每个员工的贡献密不可分。由于我们是一个家族企业，我们的决策速度比其他公司都快，因此我们感到非常灵活。
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.
