Under the epidemic, what did Welick rely on to win overseas markets?

At present, the domestic circular weft machine industry is in a red sea, and vicious competition has become a major problem that needs to be solved urgently in the healthy development of the industry. In 2017, the China Textile Machinery Association circular weft machine industry branch was established in Quanzhou, and for the first time, several major drawbacks of the industry's development were discussed at the meeting. At the end of 2018, the branch issued the "Circular Weft Machine Industry Self-discipline Convention" to restrain market competition and promote the healthy development of the industry.

At the annual meeting of the circular weft machine industry branch in early 2019, Quanzhou Welick Machinery Industry and Trade Co., Ltd. joined the big family of the branch. Huang Yixiang, general manager of the company, has his own opinion on the low-price competition in the circular weft machine industry . "The current development predicament is mainly due to the low entry threshold, and there are many small and micro foundry companies. In Quanzhou, which is known as the 'circular weft machine supermarket', it is easy to buy the core components of the machine for assembly, and it is very low. The price is competitive with other companies, resulting in the price of the entire market being depressed, and the market is a red sea."

Build reputation with quality

Since the establishment of the company, Huang Yixiang has known that the bottom line cannot be touched. Since he is unwilling to participate in the low-price competition in the domestic market, he will simply move the battlefield overseas. It is also an export-oriented enterprise, but the price of Welick's equipment is higher than that of most enterprises.

Huang Yixiang said, "Welick is a small and medium-sized enterprise. It cannot occupy overseas markets with low price advantages, but can only rely on high quality to establish a brand's overseas reputation. The overseas markets of domestic enterprises are mostly distributed in Southeast Asia, the Middle East and other regions, and the models sold are ordinary Single-sided and double-sided circular weft machines are the main products, while Welick's target customers are mainly distributed in Europe, and the export models are also mainly high-end machines."

Affected by the global epidemic, Welick clearly felt that orders from overseas markets were blocked in the second quarter of this year. Huang Yixiang actively communicated with overseas high-quality customers and agents in various regions, and negotiated customized solutions for foreign customers with new needs. By August, the epidemic situation had improved, and overseas orders had rebounded significantly. Even in times of severe order damage, Welick always chooses to work with benign customers.

Fully functional equipment upgrade

From the new orders of Welick in the second half of the year, it can be seen that customers' demand for one-machine multi-functional equipment is increasingly prominent.

Huang Yixiang said that in 2019, the company launched the newly developed double-sided upper and lower computerized jacquard automatic needle press + upper and lower computerized stitch transfer + 4-tone thread machine, which was widely favored by European customers once it was launched.

The arrival of the epidemic has given companies time to calm down and optimize their products. After improving the equipment technology and verifying the reliability, Welick has more confidence to connect with customers. "For a long time, Welick is not satisfied with providing customers with single-function equipment, but is committed to the development of one-machine multi-functional equipment. On the basis of last year's multi-functional equipment, Welick has carried out optimization and improvement again, and launched a new generation of equipment. With the full-featured circular weft machine, customers can produce fabric varieties of 3 to 4 devices through one device, bringing customers an efficient and high-quality experience." Huang Yixiang said.

It is reported that the company's full-featured circular weft machine will be launched during the International Textile Machinery Exhibition in 2021. With the help of the international influence of the exhibition, more customers at home and abroad can see the charm of Welick.